What Travelers Look for on Booking: figures, filters, and trends for 2026

Understanding what travelers really look for on Booking.com is not a matter of intuition or passing trends: it is a mathematical equation based on buying behavior, activated filters, and large-scale international studies. Every year, Booking.com (a subsidiary of Booking Holdings Inc.) analyzes millions of transactions and commissions one of the world’s largest tourism forecasting surveys.

For its 10th edition of Travel Predictions, Booking.com surveyed 29,733 travelers across 33 countries and territories (including 1,010 in France). The conclusion is clear: we have entered the “Era of YOU,” where individuality, tech-driven personalization, overall well-being, and experience-led travel are reshaping how accommodations are chosen.

For an independent host, a concierge service, or a vacation rental manager, these data provide a strategic roadmap. Which amenities are non-negotiable? Why are once-niche criteria (astrotourism, skin wellness, cleaning robots) becoming booking triggers? This article breaks down the studies, verified data, and official platform figures so you can adapt your offer today.

In brief

Travelers on Booking.com first look for a practical answer to their basic needs: flexible cancellation, very fast Wi-Fi, air conditioning, secure parking, and a pet-friendly policy. But on the experiential side, Booking.com’s 2026 study reveals major shifts: 66% of French travelers are open to robot-optimized accommodations (43% influenced by cleaning robots), 64% turn their vacation kitchen into a showcase for local gastronomy, 62% travel to test the strength of a relationship (romantic, friendly, or professional), and 73% look for stays focused on skin health and restorative sleep. Aligning your Booking listing and guest welcome guide with these factual expectations can increase your conversion rate and help you earn consistent 5-star reviews.

“By 2026, travel reflects who people truly are, with experiences designed around interests that once may have seemed too specific or too bold to explore. Travelers are testing their relationships, drawing inspiration from their trips to reinvent their cooking, and discovering new ways to experience vacation rentals through enhanced tech features.”

James WatersChief Business Officer at Booking.com

1. Booking.com’s data methodology: the truth in the numbers

All the statistics presented in this article come directly from Booking.com’s official newsroom publications, Booking Holdings’ annual reports, and data from the platform’s Partner Hub.

The key value of this study is that it systematically compares the global average with the specifics of the French market, making it possible to tailor your messaging whether you host local or international guests.

2. Essential criteria and filters: what converts first

Before even exploring emotional trends, Booking.com reminds partners through its platform that most bookings happen through the successive activation of search filters. If your listing does not check these technical boxes, it becomes invisible to more than 60% of users at the very first stage of their browsing.

Pricing flexibility: free cancellation as the first lever

On Booking.com, flexibility remains the number one selling point. Historical Booking data shows that accommodations offering free cancellation (for example up to 24 or 48 hours before arrival) achieve a conversion rate 20 to 35% higher than strictly non-refundable rates. Even if the nightly price is 10 to 15% higher, modern travelers prioritize peace of mind in the face of transport or weather disruptions.

The Top 6 most-filtered amenities

According to the platform’s browsing data for vacation rentals (vacation rentals and apartments):

1. Free, fast Wi-Fi: now an absolute must-have for remote workers, families, and Gen Z. Reviews mentioning unstable Wi-Fi are one of the first factors that lower the overall rating.
2. Air conditioning: with the increase in heatwaves across Europe, air conditioning has gone from a premium comfort feature to a deal-breaker, especially for guests from Northern Europe and North America visiting southern France and Southern Europe.
3. Private or free parking: for stays on the outskirts, by the coast, or in the countryside, access to secure parking is one of the top questions asked to hosts via pre-booking messages.
4. Pet-friendly: a steadily growing demand. Properties that accept pets record a higher average basket value and often a longer length of stay (+1.5 nights on average).
5. Fully equipped kitchen and self-catering: an apartment or house with an oven, microwave, stovetop, dishwasher, and coffee machine remains the number one alternative to traditional hotels for keeping vacation budgets under control.
6. Self check-in (secure key box or smart lock): Booking.com increasingly highlights accommodations with self check-in, especially popular with business travelers and late evening arrivals.

3. The 10 major behavioral trends revealed by Booking.com

Booking.com’s survey highlights 10 major shifts in travelers’ mindset. Here are the exact figures, the sociological insights, and how to apply them concretely to your accommodation.

Trend 1: Humanoid accommodations and invisible robotics

The idea that technology makes hospitality feel impersonal is challenged by Booking.com’s numbers:

• 66% of French travelers (and 77% globally) say they are open to booking an accommodation optimized by robotics.
• 43% of French travelers say the presence of cleaning robots would positively influence their booking choice.
• 37% are excited by the idea of a robot chef or cutting-edge automated cooking equipment.
• 23% want automation to quietly manage the property’s environmental performance (smart temperature control, automatic shutdown, water optimization).

Travelers are not looking for cold futuristic gadgets, but for the comfort of a stay where chores disappear and energy performance is under control.

Trend 2: “Astral Travel” and astrotourism

Night-sky observation and celestial beliefs directly affect itinerary decisions:

• 35% of French travelers say they could consider changing or canceling their plans if a spiritual guide told them the timing was not favorable.
• 30% would be influenced by an astrological warning, and 28% would adjust their stay if Mercury were in retrograde.
• 27% take lunar cycles, solstices, or places known for their energy into account when planning vacations (a figure that rises to 59% among Gen Z and 37% among Millennials).
• During the solar eclipse on August 12, accommodation search data on Booking.com literally surged in areas with optimal visibility: +167.5% in Dax, +163.6% in Castres, +90.9% in Pamiers, and up to +580% in Lugo in Spain.

For hosts located in areas with low light pollution (Cévennes, Mercantour, Morvan, Pyrenees), mentioning the clarity of the night sky and providing binoculars or a star map in the welcome guide is a powerful attraction driver.

Trend 3: The relationship “turbulence test”

Travel is no longer just a bubble of rest; it is a laboratory for human relationships:

• 62% of French travelers (69% worldwide) say they are willing to travel with a potential partner, colleague, or new friend specifically to test their chemistry and compatibility.
• 61% of French travelers would consider going to a remote place to see how their companion handles discomfort and uncertainty.
• 52% would deliberately accept difficult travel conditions: tight budget, language barrier, or limited connectivity.
• 64% would intentionally step back to see whether their partner takes the lead in organizing things.
• Among Gen Z, this figure peaks at 74% of travelers who enjoy “test trips.”

Properties that offer both shared social spaces and private corners are perfectly suited to this search for balance under constructive tension.

Trend 4: “Table Souvenirs” and the kitchen as a cultural showcase

The plastic trinket is dead. The new travel souvenir now sits on kitchen shelves:

• 64% of French travelers (68% worldwide) consider buying artisanal kitchenware or beautifully designed gourmet food products during their holidays.
• 31% even choose a destination specifically known for its gastronomic specialties or culinary culture.
• 25% say these edible souvenirs let them relive their trip with every meal they cook back home.
• 25% are primarily looking for local authenticity, sustainable craftsmanship, and short supply chains.

Trend 5: “Romantasy” stays and enchanted worlds

Driven by the global literary phenomenon of “Romantasy” (romance and fantasy):

• 55% of French travelers (71% worldwide) are interested in destinations evoking enchanted castles, ancient forests, medieval ruins, or fairy-tale worlds.
• 36% of French travelers would like to take part in a live-action role-playing retreat inspired by their favorite novel or film.
• 69% are in favor of using artificial intelligence to identify secluded stays or unusual accommodations that match this magical aesthetic.

Historic properties, manor houses, forest cabins, and old stone buildings have an exceptional storytelling opportunity here to attract passionate guests.

Trend 6: “Glow-cations” and the science of sleep

Well-being is no longer limited to a standard massage table:

• 73% of French travelers (80% worldwide) say they would be willing to book a beauty-focused getaway combining targeted skincare treatments.
• 63% favor rooms or suites designed around the circadian rhythm (warm dynamic lighting in the evening, total darkness, soothing acoustic soundscapes).
• 61% are interested in hydration stations adapted to the local climate, and 51% in smart mirrors that analyze skin hydration.
• 47% would use AI to target a destination suited to skin health (marine climate, thermal waters, high-altitude air).

Sleep quality is the number one factor in guest satisfaction: high-resilience mattresses, thermal blackout curtains, and shower water filters can radically transform the guest experience.

Trend 7: The “Reinvented Road Trip” and shared mobility

The freedom of the road is evolving toward sharing and spontaneity:

• 82% of French travelers say they are in favor of carpooling during vacations.
• 43% would use an app to find road-trip partners with a similar itinerary.
• 76% of Gen Z are ready to let autonomous vehicles or AI guide and shape their routes.
• 47% of French travelers trust AI to design scenic routes off the beaten path.

For hosts located along major tourist routes (Route des Grandes Alpes, Wine Route, seaside roads), having an EV charging station (EVSE) becomes a decisive booking argument.

Trend 8: “Calming hobbies” and digital detox

Faced with the mental noise of big cities and constant screen stimulation:

• 39% of French travelers go on vacation with the explicit goal of feeling closer to nature.
• 31% prefer slow, quiet, restorative activities.
• 68% are interested in fishing and birdwatching.
• 62% are curious about observing butterflies and insects up close.
• 54% would like to stay in a property that offers herb and local produce picking for meal preparation.

Trend 9: “Time Travel” (PastPorts)

Nostalgia is becoming a driver of geographic exploration:

• 54% of French travelers would consider recreating a family photo or old memory using geolocation and AI to find the exact spot where it was taken.
• 48% travel to relive that moment with their children, parents, or close friends.
• 40% look for destinations that revive a sense of youth or family roots.
• 27% see it as an initiatory step to measure their personal growth or close a chapter of life.

Trend 10: “New Celebrations”

The rules of planned travel are falling apart:

• 70% of French travelers say they need no traditional reason at all (neither wedding nor birthday) to book a getaway.
• 70% justify their booking simply by saying “they worked hard and deserve it.”
• 19% travel to celebrate a personal transformation, healing, or a sobriety milestone.
• 13% treat themselves to a trip after an unexpected tax refund, 12% to celebrate a promotion or new job, and 11% to move on from a breakup.

This decision-making independence encourages last-minute bookings and short stays outside school holiday periods.

4. Climate and sustainable tourism: Booking’s real expectations

Beyond the annual forward-looking study, Booking.com’s Sustainable Travel Report and its climate bulletins confirm a structural shift in booking criteria:

• The rise of “cool-cations”: faced with the recurring heatwaves in the Mediterranean basin in July and August, an increasing number of travelers are shifting their choices toward milder latitudes: Brittany, Normandy, the Auvergne mountain ranges, Northern Europe.
• Managing weather uncertainty: according to Booking.com data, more than two-thirds of French travelers now factor the risk of extreme weather events (droughts, heat alerts, wildfires) into their planning.
• Practical eco-friendliness rather than talk: Booking guests do not expect vague promises, but simple, verifiable actions in the accommodation: clearly labeled recycling bins, no single-use plastic samples, durable tableware, and energy-efficient appliances.

5. Strategic framework: how to adapt your property to Booking expectations

To turn these statistical insights into occupancy rates and net profitability, apply this three-step action plan:

flowchart TD
 A[Booking.com data] --> B[1. Technical Extranet Optimization]
 A --> C[2. Listing Staging]
 A --> D[3. Stay Experience & Digital Welcome Book]
 
 B --> B1[Check 100% of filters: AC, Wi-Fi, Parking, Pets]
 B --> B2[Flexible 24h/48h cancellation policy]
 
 C --> C1[High-definition photos of the bedding and kitchen]
 C --> C2[Highlighting peace and quiet, bedding quality, and local character]
 
 D --> D1[Digital welcome book with QR code]
 D --> D2[Local guide: producers, markets, starry skies, peaceful walks]
 D --> D3[Upselling additional services: local basket, late checkout]

1. In your Booking.com extranet

• Review your amenity filters: make sure Wi-Fi speed, a coffee machine, blackout shutters, a washing machine, and air conditioning are accurately checked for both the property and each accommodation type.
• Activate the Genius program: travelers loyal to Booking are among the most regular profiles, spend more on extras, and cancel less often.
• Adopt a tiered cancellation policy: offer a non-refundable rate at an attractive price, alongside a flexible 24-hour or 48-hour rate (with a 10 to 15% premium) to capture both customer segments.

2. In your communication and photos

• Show space and quiet: photograph the neatly made bed, double-glazed windows, kitchen equipment, and outdoor dining area.
• Highlight the local connection: show that your accommodation is the ideal starting point for discovering local specialties, stargazing, or recharging in nature.

3. In the on-site guest experience with Majordia

As soon as the booking is confirmed on Booking.com, the traveler should not be left in the dark:

• Provide a complete digital welcome book: Wi-Fi code in one click, illustrated instructions for self check-in, heating/air conditioning controls, and recycling guidelines.
• Respond to the search for local gastronomy (Souvenirs de table): list your favorite bakeries with sourdough bread, cheese producers, olive mills, and village markets.
• Offer relevant additional services: late checkout, bike rental, a welcome basket of local products, or an astronomy observation kit.

Conclusion and summary

Booking.com studies paint the picture of a well-informed, independent traveler who cares about personal well-being and is looking for meaning. They are not just booking square meters or a number of beds: they are buying the certainty of a frictionless rest, the discovery of an authentic local area, and reassuring flexibility.

By combining rigorous management of filters in the Booking extranet with personalized hospitality through modern digital tools, you turn industry trends into direct competitive advantages for your concierge business or as an independent host.

Official sources and references

1. Booking.com Global Newsroom: “The Era of YOU: Booking.com Predicts the Top Trends Defining Travel in 2026, With Individuality Taking Center Stage” (Amsterdam, October 15, 2025). International sample of 29,733 respondents across 33 countries.
2. Booking.com France Newsroom: “In 2026, individuality will reign supreme: Booking.com presents the era of ME and its major tourism trends” (Paris, October 15, 2025). National sample of 1,010 French respondents.
3. Booking.com France Newsroom — Accommodation data: “Booking.com Travel Predictions 2026: August 12 eclipse: the French have their eyes on the sky and Astral Travel is confirmed” (Paris, August 6, 2026). Consolidated search data collected between July 27 and August 2, 2026.
4. Booking Holdings Inc.: Annual financial reports and partner data from the Booking.com Partner Hub (amenity search, filter, and conversion statistics).
5. Booking.com Sustainable Travel Report: Annual surveys on eco-responsible expectations and the impact of weather uncertainty on traveler behavior.