{"success":true,"data":{"pressRelease":{"id":"167202","rtpr_id":"nPn4gwhzka-20261013","ticker":"BKNG","exchange":"NASDAQ","all_tickers":["BKNG"],"title":"Priceline Reveals 2027 \"Where to Next?\" Travel Trends Report as Americans Find New Ways to Make Every Trip Count","author":"PR Newswire","published_at":"2026-10-13T10:56:00.084Z","article_body":"Priceline Reveals 2027 \"Where to Next?\" Travel Trends Report as Americans Find New Ways to Make Every Trip Count\nPR Newswire\n\nNORWALK, Conn., Oct. 13, 2026\n\nFrom personal goals and food discoveries to experiences worth splurging on,\ntravelers are building trips around what matters most to them.\n\nNORWALK, Conn., Oct. 13, 2026 /PRNewswire/ -- Today, Priceline announced the\nrelease of its 2027 Where to Next? Travel Trends Report\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4793882-1&h=140698293&u=http%3A%2F%2Fwww.priceline.com%2Ftravel%2Ftravel-trends-2027&a=Where+to+Next%3F+Travel+Trends+Report)\n, revealing eight travel trends, changing behaviors, and destinations that\nwill define the year ahead, based on original consumer research and\nPriceline's proprietary travel data.\n\nThe 2027 traveler isn't dialing back. They're TripMaxxing: finding ways to\nmake their budgets go further, then putting those savings toward the\nexperiences they care about most. Seventy percent of Americans choose a\ndestination based on how far their money will stretch, while 65% have used\nsavings from a great deal to go big on travel upgrades.\n\nThey're also getting more specific about what makes a trip worth taking:\nfollowing their feeds to the table with Phone to Table, sharing more of\nthemselves with AI through Personality Mapping and looking for hotels that\nfit their changing routines with GLP VIP. They'll turn a personal travel goal\ninto the itinerary with Checkmark Chasing, seek out the personal touches of\nHigh-Touch Hospitality, test-drive a new hometown through Vacation Vetting or\nplan around one mission with Party On: having a great time, the whole time.\n\n\"The clearest signal from this year's research is that travelers are being\nmore deliberate about what they want a trip to deliver,\" said Lesley Klein,\nSVP, Strategy and Brand Marketing at Priceline. \"They're using technology to\nmake travel more personal, while seeking experiences and human connections\nthat feel genuinely relevant to them. They're not just choosing where to go;\nthey're designing what the trip means to them.\"\n\nPriceline's 2027 Travel Trends\n\n * TripMaxxing: Travelers are finding strategic ways to save on one part of a\ntrip so they can spend more on another. Nearly two-thirds of Americans (62%)\ncut back on one aspect of a trip so they can upgrade another, including 18%\nwho do so often or all the time. Forty-two percent would even take an\neight-hour layover if it meant staying at a high-end hotel. Grocery store\nbreakfast for a five-star dinner later? Absolutely. Splitting a room to\nupgrade the rental car? Worth it.\n * GLP VIP: With 85% of GLP-1 users reporting that the medication changes how\nthey vacation, GLP-1-friendly amenities are becoming a new travel must-have.\nNearly three-quarters (74%) say a GLP-1-aware hotel would sway their choice,\nand 28% would pay more for it, putting amenities like in-room medication\nrefrigeration, protein-forward menus and strength-focused fitness options on\nthe travel wish list.\n * Checkmark Chasing: Checkmark-chasers won't just want to see the world, they'll\nwant to complete it. Most Americans (80%) are interested in pursuing some type\nof checklist travel goal, whether that means visiting all 50 states, every NFL\nstadium, or every continent. Nearly one in three (32%) say completing a travel\nchecklist would feel more satisfying than a once-in-a-lifetime dream vacation.\nFor these travelers, checking the next box gives them a reason to start\nplanning the next trip.\n * High-Touch Hospitality: Technology has made more parts of travel seamless and\nself-service, but travelers are putting a premium on the human interactions\nthat make a stay memorable. More than one-third of Americans (37%) have\nreturned to a hotel because of a memorable interaction with a staff member,\nwhile 66% say exceptional attention makes a stay memorable and just as many\nwould pay extra for it. That could be a waiter who remembers a coffee order or\na hotel run club that turns strangers into friends.\n * Vacation Vetting: Some travelers will use a vacation to answer a bigger\nquestion: could I actually live here? Two-thirds of Americans (66%) have\nwondered whether their destination would be a better place to live than their\nhometown. And 21% of Americans have already moved somewhere they first visited\nas tourists, with 46% making the move within a year. For Gen Zers and\nMillennials, getting a feel for everyday life can mean shopping at a local\ngrocery store (45%), visiting a coffee shop on a weekday morning (28%) or even\nbrowsing real estate listings mid-trip (24%).\n * Phone to Table: In 2027, trip planning won't start with where to go, but with\nwhat's on the menu. 80% of Gen Zers and Millennials would consider booking a\ntrip for a food experience. They'll build entire trips around a dish or snack\nflooding their For You Page. Think flying to Tokyo for the fried cream\nsandwich taking over your feed. Virality is only part of the draw, with 33% of\nAmericans saying a food is worth seeking out if it is a local or culturally\ndistinctive specialty. From an internet-famous bite to a dish rooted in\ngenerations of local tradition, food can become the reason for the trip.\n * Personality Mapping: Personality types, value systems, love languages and even\ndream journal excerpts are among the details travelers are willing to share\nwith AI for a more tailored trip. Forty-five percent of Americans would share\ndetails like these in pursuit of the most tailored \"me\" trip imaginable,\nrising to 61% of Gen Zers and 62% of Millennials. They're using AI to turn\nthose highly personal inputs into travel recommendations that feel made for\nthem.\n * Party On: After years of collective cultural stress, travelers are ready to\nlet loose, planning around one mission: having a great time, the whole time.\nThree-quarters of Americans (75%) are directing their budgets toward daytime\nactivities like festivals and pool parties over nightlife. When traveling in\ngroups, 68% party together and 35% make a point to celebrate or party multiple\ntimes throughout the trip.\nPriceline's Top 10 Places to Travel in 2027\n\nBased on year-over-year growth in searches, Priceline identified a list of\ntrending destinations for 2027.\n\n * Domestic: Birmingham, Alabama; Block Island, Rhode Island; Beacon, New York;\nSnoqualmie, Washington; and Bayfield, Wisconsin.\n * International: Fes, Morocco; Innsbruck, Austria; Miches, Dominican Republic;\nAdelaide, Australia; and Da Nang, Vietnam.\n\"Travel is becoming more than an escape from everyday life. It's becoming a\nway to explore what people want next,\" said Christina Bennett, Priceline\nConsumer Travel Trends Expert. \"The destination is still the starting point,\nbut the reason for going is becoming just as important as the place itself.\nThat shift is changing how people plan, what they prioritize and what they\nconsider worth the trip.\"\n\nPriceline's complete 2027 Where to Next? Travel Trends Report can be viewed\nhere\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4793882-1&h=3919422788&u=http%3A%2F%2Fwww.priceline.com%2Ftravel%2Ftravel-trends-2027&a=here)\n.\n\nMethodology:\nThe Priceline 2027 Where to Next? Travel Trends Report was developed in\npartnership with Current Forward. The primary survey was conducted online by\nWakefield Research among 3,000 nationally representative U.S. adults ages 18+\nbetween August 11 and 22, 2026. A supplementary survey on viral foods was\nconducted by Zappi among 2,000 nationally representative U.S. adults ages 18+\nbetween September 18 and 20, 2026. The report also draws on Priceline's\nproprietary search and pricing data for searches made between May 2025 and May\n2026, for any travel dates.\n\nAbout Priceline\nPriceline, part of Booking Holdings Inc. [NASDAQ: BKNG], has been helping\ntravelers get better deals for more than 25 years. Using proprietary\ntechnology to analyze billions of data points, Priceline unlocks savings\nacross hotels, flights, rental cars, cruises, vacation packages, and more.\nWith inventory from trusted travel brands in more than 110 countries, 24/7\ncustomer service, Priceline VIP, and Penny, its AI-powered travel assistant,\nPriceline helps travelers save smarter and book with confidence. No one deals\nmore deals than Priceline.\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/priceline-reveals-2027-where-to-next-travel-trends-report-as-americans-find-new-ways-to-make-every-trip-count-302904948.html\n(https://www.prnewswire.com/news-releases/priceline-reveals-2027-where-to-next-travel-trends-report-as-americans-find-new-ways-to-make-every-trip-count-302904948.html)\n\nSOURCE Priceline\n\n\n\npriceline@smallgirlspr.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2005336/Priceline-Where-to-Next-2027-Travel-Trends-Report.jpg?id=OA2995411\nhttps://mmx.prnewswire.com/media/MS1381774/Priceline-Logo.jpg?id=OA2995408\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn4gwhzka-20261013","title":"Priceline Reveals 2027 \"Where to Next?\" Travel Trends Report as Americans Find New Ways to Make Every Trip Count","author":"PR Newswire","ticker":"BKNG","created":"2026-10-13T10:56:00.084Z","tickers":["BKNG"],"exchange":"NASDAQ","article_body":"Priceline Reveals 2027 \"Where to Next?\" Travel Trends Report as Americans Find New Ways to Make Every Trip Count\nPR Newswire\n\nNORWALK, Conn., Oct. 13, 2026\n\nFrom personal goals and food discoveries to experiences worth splurging on,\ntravelers are building trips around what matters most to them.\n\nNORWALK, Conn., Oct. 13, 2026 /PRNewswire/ -- Today, Priceline announced the\nrelease of its 2027 Where to Next? Travel Trends Report\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4793882-1&h=140698293&u=http%3A%2F%2Fwww.priceline.com%2Ftravel%2Ftravel-trends-2027&a=Where+to+Next%3F+Travel+Trends+Report)\n, revealing eight travel trends, changing behaviors, and destinations that\nwill define the year ahead, based on original consumer research and\nPriceline's proprietary travel data.\n\nThe 2027 traveler isn't dialing back. They're TripMaxxing: finding ways to\nmake their budgets go further, then putting those savings toward the\nexperiences they care about most. Seventy percent of Americans choose a\ndestination based on how far their money will stretch, while 65% have used\nsavings from a great deal to go big on travel upgrades.\n\nThey're also getting more specific about what makes a trip worth taking:\nfollowing their feeds to the table with Phone to Table, sharing more of\nthemselves with AI through Personality Mapping and looking for hotels that\nfit their changing routines with GLP VIP. They'll turn a personal travel goal\ninto the itinerary with Checkmark Chasing, seek out the personal touches of\nHigh-Touch Hospitality, test-drive a new hometown through Vacation Vetting or\nplan around one mission with Party On: having a great time, the whole time.\n\n\"The clearest signal from this year's research is that travelers are being\nmore deliberate about what they want a trip to deliver,\" said Lesley Klein,\nSVP, Strategy and Brand Marketing at Priceline. \"They're using technology to\nmake travel more personal, while seeking experiences and human connections\nthat feel genuinely relevant to them. They're not just choosing where to go;\nthey're designing what the trip means to them.\"\n\nPriceline's 2027 Travel Trends\n\n * TripMaxxing: Travelers are finding strategic ways to save on one part of a\ntrip so they can spend more on another. Nearly two-thirds of Americans (62%)\ncut back on one aspect of a trip so they can upgrade another, including 18%\nwho do so often or all the time. Forty-two percent would even take an\neight-hour layover if it meant staying at a high-end hotel. Grocery store\nbreakfast for a five-star dinner later? Absolutely. Splitting a room to\nupgrade the rental car? Worth it.\n * GLP VIP: With 85% of GLP-1 users reporting that the medication changes how\nthey vacation, GLP-1-friendly amenities are becoming a new travel must-have.\nNearly three-quarters (74%) say a GLP-1-aware hotel would sway their choice,\nand 28% would pay more for it, putting amenities like in-room medication\nrefrigeration, protein-forward menus and strength-focused fitness options on\nthe travel wish list.\n * Checkmark Chasing: Checkmark-chasers won't just want to see the world, they'll\nwant to complete it. Most Americans (80%) are interested in pursuing some type\nof checklist travel goal, whether that means visiting all 50 states, every NFL\nstadium, or every continent. Nearly one in three (32%) say completing a travel\nchecklist would feel more satisfying than a once-in-a-lifetime dream vacation.\nFor these travelers, checking the next box gives them a reason to start\nplanning the next trip.\n * High-Touch Hospitality: Technology has made more parts of travel seamless and\nself-service, but travelers are putting a premium on the human interactions\nthat make a stay memorable. More than one-third of Americans (37%) have\nreturned to a hotel because of a memorable interaction with a staff member,\nwhile 66% say exceptional attention makes a stay memorable and just as many\nwould pay extra for it. That could be a waiter who remembers a coffee order or\na hotel run club that turns strangers into friends.\n * Vacation Vetting: Some travelers will use a vacation to answer a bigger\nquestion: could I actually live here? Two-thirds of Americans (66%) have\nwondered whether their destination would be a better place to live than their\nhometown. And 21% of Americans have already moved somewhere they first visited\nas tourists, with 46% making the move within a year. For Gen Zers and\nMillennials, getting a feel for everyday life can mean shopping at a local\ngrocery store (45%), visiting a coffee shop on a weekday morning (28%) or even\nbrowsing real estate listings mid-trip (24%).\n * Phone to Table: In 2027, trip planning won't start with where to go, but with\nwhat's on the menu. 80% of Gen Zers and Millennials would consider booking a\ntrip for a food experience. They'll build entire trips around a dish or snack\nflooding their For You Page. Think flying to Tokyo for the fried cream\nsandwich taking over your feed. Virality is only part of the draw, with 33% of\nAmericans saying a food is worth seeking out if it is a local or culturally\ndistinctive specialty. From an internet-famous bite to a dish rooted in\ngenerations of local tradition, food can become the reason for the trip.\n * Personality Mapping: Personality types, value systems, love languages and even\ndream journal excerpts are among the details travelers are willing to share\nwith AI for a more tailored trip. Forty-five percent of Americans would share\ndetails like these in pursuit of the most tailored \"me\" trip imaginable,\nrising to 61% of Gen Zers and 62% of Millennials. They're using AI to turn\nthose highly personal inputs into travel recommendations that feel made for\nthem.\n * Party On: After years of collective cultural stress, travelers are ready to\nlet loose, planning around one mission: having a great time, the whole time.\nThree-quarters of Americans (75%) are directing their budgets toward daytime\nactivities like festivals and pool parties over nightlife. When traveling in\ngroups, 68% party together and 35% make a point to celebrate or party multiple\ntimes throughout the trip.\nPriceline's Top 10 Places to Travel in 2027\n\nBased on year-over-year growth in searches, Priceline identified a list of\ntrending destinations for 2027.\n\n * Domestic: Birmingham, Alabama; Block Island, Rhode Island; Beacon, New York;\nSnoqualmie, Washington; and Bayfield, Wisconsin.\n * International: Fes, Morocco; Innsbruck, Austria; Miches, Dominican Republic;\nAdelaide, Australia; and Da Nang, Vietnam.\n\"Travel is becoming more than an escape from everyday life. It's becoming a\nway to explore what people want next,\" said Christina Bennett, Priceline\nConsumer Travel Trends Expert. \"The destination is still the starting point,\nbut the reason for going is becoming just as important as the place itself.\nThat shift is changing how people plan, what they prioritize and what they\nconsider worth the trip.\"\n\nPriceline's complete 2027 Where to Next? Travel Trends Report can be viewed\nhere\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4793882-1&h=3919422788&u=http%3A%2F%2Fwww.priceline.com%2Ftravel%2Ftravel-trends-2027&a=here)\n.\n\nMethodology:\nThe Priceline 2027 Where to Next? Travel Trends Report was developed in\npartnership with Current Forward. The primary survey was conducted online by\nWakefield Research among 3,000 nationally representative U.S. adults ages 18+\nbetween August 11 and 22, 2026. A supplementary survey on viral foods was\nconducted by Zappi among 2,000 nationally representative U.S. adults ages 18+\nbetween September 18 and 20, 2026. The report also draws on Priceline's\nproprietary search and pricing data for searches made between May 2025 and May\n2026, for any travel dates.\n\nAbout Priceline\nPriceline, part of Booking Holdings Inc. [NASDAQ: BKNG], has been helping\ntravelers get better deals for more than 25 years. Using proprietary\ntechnology to analyze billions of data points, Priceline unlocks savings\nacross hotels, flights, rental cars, cruises, vacation packages, and more.\nWith inventory from trusted travel brands in more than 110 countries, 24/7\ncustomer service, Priceline VIP, and Penny, its AI-powered travel assistant,\nPriceline helps travelers save smarter and book with confidence. No one deals\nmore deals than Priceline.\n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/priceline-reveals-2027-where-to-next-travel-trends-report-as-americans-find-new-ways-to-make-every-trip-count-302904948.html\n(https://www.prnewswire.com/news-releases/priceline-reveals-2027-where-to-next-travel-trends-report-as-americans-find-new-ways-to-make-every-trip-count-302904948.html)\n\nSOURCE Priceline\n\n\n\npriceline@smallgirlspr.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS2005336/Priceline-Where-to-Next-2027-Travel-Trends-Report.jpg?id=OA2995411\nhttps://mmx.prnewswire.com/media/MS1381774/Priceline-Logo.jpg?id=OA2995408\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-10-13T10:56:00.120305916Z","server_sent_at_ms":1791888960120},"received_at":"2026-10-13T10:56:00.170Z","source_url":"https://www.prnewswire.com/news-releases/priceline-reveals-2027-where-to-next-travel-trends-report-as-americans-find-new-ways-to-make-every-trip-count-302904948.html"},"analysis":{"id":"155518","press_release_id":"167202","analysis_json":{"industry":{"label":"Hotels, Restaurants & Leisure","sector":"Consumer Discretionary"},"redFlags":[],"eventType":"other","narrative":"Priceline, a Booking Holdings brand, released its 2027 Where to Next? Travel Trends Report identifying eight consumer travel trends including TripMaxxing, GLP-1-friendly hotel demand, and AI-driven personality-based trip planning.\n\nThe report is based on surveys of 3,000 U.S. adults plus proprietary search and pricing data from May 2025 to May 2026, and names trending 2027 destinations like Birmingham, Alabama, Fes, Morocco, and Da Nang, Vietnam.\n\nThis is brand marketing content, not a financial or operational disclosure; it signals demand themes (value-seeking, food-led travel, GLP-1 amenities) but carries no direct earnings impact.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Consumer travel demand color for BKNG -- value-seeking and experience-led trip planning, but marketing content with no financial impact."},"keyFigures":{},"namedEntities":{"people":[{"name":"Lesley Klein","role":"SVP, Strategy and Brand Marketing at Priceline"},{"name":"Christina Bennett","role":"Priceline Consumer Travel Trends Expert"}],"products":["Where to Next? Travel Trends Report","Priceline VIP","Penny AI travel assistant"],"companies":[{"name":"Priceline","ticker":"BKNG","relationship":"brand/filer"},{"name":"Booking Holdings Inc.","ticker":"BKNG","relationship":"parent company"},{"name":"Wakefield Research","relationship":"survey partner"},{"name":"Zappi","relationship":"survey partner"},{"name":"Current Forward","relationship":"report partner"}],"dollarAmounts":[]},"materialImpact":{"score":1,"reasoning":"Marketing-driven travel trends report from Priceline's brand team; no financial results, guidance, or operational changes disclosed. Brand awareness content only."},"tickerRelevance":{"others":[],"primary":"BKNG"},"globalImportance":8,"audienceRelevance":35,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"mega-cap","eventGravity":"brand-marketing-report","issuerAuthored":true,"financialMateriality":"none"}},"event_type":"other","event_type_secondary":null,"sentiment":"neutral","material_impact_score":1,"narrative":"Priceline, a Booking Holdings brand, released its 2027 Where to Next? Travel Trends Report identifying eight consumer travel trends including TripMaxxing, GLP-1-friendly hotel demand, and AI-driven personality-based trip planning.\n\nThe report is based on surveys of 3,000 U.S. adults plus proprietary search and pricing data from May 2025 to May 2026, and names trending 2027 destinations like Birmingham, Alabama, Fes, Morocco, and Da Nang, Vietnam.\n\nThis is brand marketing content, not a financial or operational disclosure; it signals demand themes (value-seeking, food-led travel, GLP-1 amenities) but carries no direct earnings impact.","key_figures":{},"named_entities":{"people":[{"name":"Lesley Klein","role":"SVP, Strategy and Brand Marketing at Priceline"},{"name":"Christina Bennett","role":"Priceline Consumer Travel Trends Expert"}],"products":["Where to Next? Travel Trends Report","Priceline VIP","Penny AI travel assistant"],"companies":[{"name":"Priceline","ticker":"BKNG","relationship":"brand/filer"},{"name":"Booking Holdings Inc.","ticker":"BKNG","relationship":"parent company"},{"name":"Wakefield Research","relationship":"survey partner"},{"name":"Zappi","relationship":"survey partner"},{"name":"Current Forward","relationship":"report partner"}],"dollarAmounts":[]},"model_name":"glm-5.3-flashx","prompt_hash":"sha256:5c812bd9e28b810d","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-10-13T10:56:04.840Z","global_importance":8,"audience_relevance":35,"importance_components":{"tickerTier":"mega-cap","eventGravity":"brand-marketing-report","issuerAuthored":true,"financialMateriality":"none"}},"durationMs":4661,"modelName":"glm-5.3-flashx"}}