Signal VRBO farm-stay listings rose 300% year over year according to Expedia's Unpack 2026

Summary

The Wellness Communities and Real Estate Initiative cites consumer data to support its view that land-led development is gaining ground. Expedia Group's Unpack 2026 travel trends report found that VRBO listings mentioning farm stays rose 300% compared with the previous year. The Initiative adds that UN Tourism ranks rural and nature-based travel among the fastest-growing segments of global tourism. These signals point to rising demand for stays built around working land, farms and natural settings. The Initiative links this demand to developers who design projects around a site's agriculture, water and ecology. It argues that such productive land can diversify revenue across farming, hospitality and education.