Vrbo report forecasts rise in inland North American travel for 2027

Data from Vrbo’s annual Unpack ’27 travel trends report suggests that travelers in 2027 may favor “heartland hideouts” over traditional beach destinations. The report, based on vacation rental searches conducted between September 2025 and May 2026, indicates a growing interest in landlocked locations such as college towns, lakeside escapes, and cities with vibrant food and arts scenes.

Key breakout destinations in North America include Bentonville, Arkansas, which saw a 140% increase in year-over-year search interest due to its mountain biking trails and the Crystal Bridges Museum of American Art. Deadwood, South Dakota, experienced a 120% surge in searches, driven by its historic Gold Rush-era character. Lincoln, Nebraska, also saw a 120% increase, fueled by university sports traditions and its unique atmosphere.