Do viral vacation trends live up to the hype?

(Photo by Tom Cleary via Unsplash)

‘Luxury train hopping,’ ‘ancestry travel’ and ‘period drama set-jetting’ may dominate social feeds, but many Americans are approaching viral vacation trends with caution.

A new survey of 2,000 Americans who travel frequently finds that while social media continues to shape inspiration, real-world participation tells a more nuanced story about what motivates people to pack their bags.

That motivation is rooted less in aesthetics and more in emotion. More than a third of respondents (35%) said they’re seeking vacations that feel ready and comfortable, while 31% want experiences that feel exciting.

The survey, conducted by Talker Research on behalf of Apple Vacations, also found that another 28% are simply looking to get away, while 26% prioritized trips that feel restorative.

When asked what motivates them most when choosing where to go, curiosity or learning topped the list at 44%, followed by comfort or familiarity at 38% and personal growth, self-discovery, creativity and inspiration tied at 29%.

Just over half of respondents (51%) said they have planned a trip inspired by a widely discussed travel trend, while 38% said they have not — and another 11% couldn’t recall doing so, suggesting that online buzz doesn’t always translate into real-world bookings.

For those who did take trend-driven trips, expectations weren’t always met.

Among travelers who planned vacations based on trends, just 21% said those experiences always lived up to expectations, leaving nearly one in four saying they sometimes, rarely or never matched the hype.

(Talker Research)

That disconnect becomes even clearer elsewhere in the data: 59% said they’ve arrived at a destination that looked better on Instagram or TikTok than it did in real life.

“At the end of the day, people want trips that feel good — not just ones that look good,” said Dana Studebaker, Vice President of Marketing, Consumer Brands at Apple Vacations. “Travel is becoming less about keeping up with what’s trending and more about reconnecting with yourself, the people you’re traveling with and the places that leave a lasting impression.”

When it comes time to choose where to go, practical considerations quickly take over.

Cost and value ranked first when travelers considered where to go next, cited by 23% of respondents, followed closely by cultural interest and emotional connection, both at 15%.

By comparison, just 5% said social media trends would primarily guide their decisions.

“People are being more intentional about how they travel,” added Studebaker. “They’re thinking about value, connection and how a trip will make them feel, not just what looks good online. It’s a shift toward experiences that feel meaningful and memorable.”

TRAVEL TRENDS AMERICANS ACTUALLY TRIED

• Bleisure travel — extending a work trip to include leisure time (37%)
• Hotel hopping (29%)
• Ancestry or heritage travel (27%)
• Dry tourism, or alcohol-free travel experiences (19%)
• Multigenerational, “extended family” trips (18%)
• Grocery store tourism (15%)
• “Cowboy core” or Western-inspired getaways (11%)
• Period drama or film/TV set-jetting (11%)
• Astro-cruising or astrology-themed trips (7%)
• None of the above (18%)

Research methodology:

Talker Research surveyed 2,000 Americans who travel often (3x a year international or domestic) who have access to the internet; the survey was commissioned by Apple Vacations and administered and conducted online by Talker Research between Feb 5 - Feb 17, 2026. A link to the questionnaire can be found here.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.