Travel trends shift toward experiential luxury and large group rentals

Recent data from travel industry players Kensington and KEY. co reveal significant shifts in consumer vacation preferences. Kensington reports a move away from traditional sightseeing toward experiential storytelling, with travelers seeking deeper connections to local food, history, and traditions. Key growth areas include South Korea, which is emerging as a major breakout destination, alongside continued strength in Japan and renewed interest in China, Austria, and Peru.

Simultaneously, KEY. co reports a surge in the demand for large-scale vacation rentals. Bookings for homes with five or more bedrooms have increased from 24% in 2024 to 57% in 2026. This trend is largely driven by multigenerational travel and groups of friends seeking to curate private, resort-like experiences under one roof rather than booking multiple hotel rooms. Travelers are increasingly prioritizing the quality and social capacity of the accommodation as a primary deciding factor in their trip planning.