For the second year, Expedia Group has unveiled their Unpack ’25, a data-driven guide diving into what’s motivating travellers, and where they plan to go next year!
Expedia Group analyzed first-party travel data insights from 25,000 travellers, and the latest industry innovation to ‘unpack’ eight noteworthy travel trends for 2025 that include Detour Destinations, Hotel Restaurant Renaissance, JOMO (Joy of Missing Out) travel and One-Click Trips, which will take travellers from looking at their next trip on Instagram or TikTok to booking it.
2025 Set-Jetting Forecast
From bingeworthy streaming shows to reality TV, travellers keep turning to the screen for trip inspiration. Since Expedia Group identified Set-Jetting as a travel behavior in 2022, the trend has continued to grow.
Two-thirds of travellers say movies, streaming services and TV shows have influenced their travel choices, a 16 per cent increase from last year. The U.K. remains a top Set-Jetting destination with hundreds of “Bridgerton”, “Harry Potter”, “Game of Thrones” and “Outlander”-themed tours available to book on Expedia.
For the second year, Expedia, Hotels.com and Vrbo have compiled the Set-Jetting Forecast to reveal what entertainment-inspired destinations travellers will head to in 2025:
- Dubai inspired by “The Real Housewives of Dubai”
Interest in Dubai increased more than 30 per cent year-over-year on Expedia after “The Real Housewives of Dubai” aired. Hotels featured in the show include: Atlantis, The Palm, ME Dubai by Meliá, Palazzo Versace, and Raffles The Palm - Montana and Wyoming inspired by “Yellowstone”
This Vrbo private ranch was featured on the show - New York City inspired by “And Just Like That…” (SATC)
NYC hotels featured in “And Just Like That” include: Baccarat Hotel and Residences and The Mark - Cape Town inspired by “One Piece”
- Scotland inspired by “The Traitors”
Expedia 2025 Travel Trends
Detour Destinations
Next year, travellers will continue to visit the tried-and-true tourist destinations, but they’ll also look to enrich their itineraries by adding detours. Detour Destinations are close enough to more popular hotspots to take a day trip but enticing enough on their own to become the main attraction.
In the hunt for the less-crowded and the lesser-known, 63 per cent of travellers say they’re likely to visit a Detour Destination on their next trip*.
Check out these 10 trending Detour Destinations for 2025 based on increase in flight searches on Expedia:
- Canmore, Alberta, CA (detour from Calgary)
- Reims, FR (detour from Paris)
- Brescia, IT (detour from Milan)
- Cozumel, MEX (detour from Cancun)
- Santa Barbara, California, USA (detour from Los Angeles)
- Waikato, NZ (detour from Auckland)
- Girona, ESP (detour from Barcelona)
- Fukuoka, JP (detour from Tokyo)
- Abu Dhabi, UAE (detour from Dubai)
- Krabi, THA (detour from Phuket)
Goods Getaways
TikTok has inspired travellers to take trips in search of craveable (and share-worthy) specialty goods. Whether it’s a viral chocolate bar from Dubai, butter from France, maple syrup from Canada, skincare products from Korea or Japanese candy, travellers are making extra space in their carry-ons for unique treasures, and even creating entire trips around getting the goods.
When going on vacation, 39 per cent of travellers visit grocery stores or supermarkets and 44 per cent shop for local goods they can’t get at home*.
Coffee tours in Costa Rica, tea tastings in China and matcha experiences in Japan are some of the most popular Goods Getaway experiences bookable on Expedia.
Hotels.com 2025 Travel Trends
All-Inclusive Era
All-inclusive resorts are far more than sun-soaked vacations by the pool. Today’s all-inclusives are attracting Gen Z-ers who are looking for stress-free accommodations and a good deal.
One-third of Gen Z travellers said their perception of all-inclusive hotels has changed for the better, and 42 per cent say an all-inclusive resort would be their preferred hotel type. The top three reasons Gen Z is embracing their All-Inclusive Era are: minimal stress, ease of booking, and because staying at all-inclusive hotels feels luxurious.
Looking for a hassle-free baecation at for your all-inclusive era? Check out these resorts:
- Dreams Sapphire Resort & Spa – Puerto Moreles, Mexico
- AVA Resort – Cancun, Mexico
- Alpinresort ValSaa – Sport & Spa – Saalbach, Austria
- Secrets Playa Blanca – Costa Mujeres, Mexico
- Royalton CHIC Antigua – Saint John’s, Antigua
- Hotel Riu Palace Mauritius – Le Morne, Mauritius
Hotel Restaurant Renaissance
When booking hotels, travellers aren’t just making room reservations – they’re making dinner [date] reservations too. Hotels around the world have opened critically acclaimed restaurants featuring Michelin-starred chefs and rotating seasonal menus to attract guests.
Travellers are seeking standout hotel dining experiences, with positive hotel restaurant, chef, and bar reviews increasing by 40 per cent year-over-year on Hotels.com*.
Furthermore, nearly a third of travellers say room service from a famous hotel restaurant would make them more likely to book, while 31 per cent say restaurant tables reserved exclusively for hotel guests would be their top reason.
These hotels are known for their iconic dining experiences:
- Hotel del Coronado – Coronado, California
The grand opening of the world-famous Nobu restaurant at the Hotel del Coronado is scheduled for next year. - Susana Balbo Winemaker’s House – Chacras de Coria, Argentina
Argentinian winemaker Susana Balbo gives wine pairings at this boutique hotel near Mendoza.
- ROMEO Napoli – Naples, Italy
Michelin-star winner Alain Ducasse appointed upcomer Alessandro Lucassino as the new executive chef for Il Ristorante Alain Ducasse. - The Westin Harbour Castle – Toronto, Ontario
Michelin-star restaurant Don Alfonso 1890 with stunning views of the lakefront.
Vrbo 2025 Travel Trends
JOMO Travel
We often experience FOMO when seeing others go on action-packed vacations, but in 2025, travellers will embrace JOMO, the joy of missing out.
JOMO Travel means doing less on vacation to escape the hustle and bustle of everyday life and staying at cozy cabins or peaceful beach houses to boost relaxation and reconnection. Two thirds of travellers say these types of trips reduce stress and anxiety, and nearly half say that it enhances quality time with loved ones.
The best way to experience JOMO Travel is from a charming beach house, secluded lakeside lodge or cozy mountain chalet. The top vacation rental amenities JOMO Travellers are seeking include pools, tranquil gardens, hot tubs, and porches with a view.
The Phenomena-List
Droves of travellers booked private vacation homes along the path of totality to see the total solar eclipse in 2024, proving people will travel great distances to see natural phenomena in real life.
Survey data revealed that the Northern Lights are the top phenomena travellers want to see, followed by geological phenomena like volcanos, geysers and hot springs.
Eighty percent of travellers say it’s important to stay in a place that offers prime viewing for these natural wonders*, so it’s no surprise that private vacation homes in secluded or rural destinations are ideal for phenomena-seekers.
Vrbo hand-picked these natural phenomena that travellers will want a front-row seat to in 2025:
Highest tides in the world, walk on the ocean floor – Bay of Fundy, Canada
You can find these are visit year-round; for peak tides, visit during a full moon cycle
International Dark Sky Park – Arches National Park, Utah
Visit in April – May or Sept. – Oct.
Synchronous firefly season – Great Smoky Mountains, Gatlinburg, TN
Visit to see these from May – June
Penguin parade – Phillip Island near Melbourne, Australia
Available for year-round visits
Bioluminescent plankton – Vero Beach, Florida
Visit from July – Sept.
“Black Sun” starlings’ migration – Wadden Sea National Park, Denmark
Visit from Feb – mid-April and Aug. – Dec.
Ballet of Japanese cranes – Hokkaido, Japan
Visit from Feb – March
Starling murmurations – Somerset, U.K.
Visit in Dec. and Jan.
Volcanoes, lava fields and black sand beaches – Reykjavík, Iceland
Best time to see these is from June–Aug.
Northern Lights – Lapland region, Finland
The end of Aug.–April is peak Northern Lights season!
One Click Trips
Half of consumers make daily, weekly or monthly purchases because of trusted influencer content. Though shopping on Instagram and TikTok has become the new normal for lower-ticket items like fashion and beauty, travel shopping on social media is still in its early stages.
Half of consumers say they have wanted to book a trip they saw on their social feeds, but cited time and complexity as the primary barriers.
Expedia recently launched travel industry-first shoppable storefronts curated by social media creators, tastemakers and brands with more than 100 Travel Shops live on the Expedia app.
*Methodology – Third-party research was commissioned by Expedia Group and conducted by market research firm OnePoll, in accordance with the Market Research Society’s code of conduct. The study was conducted among 25,000 respondents across 19 countries, among adults who have travelled for leisure or plan to in the next 3 years.
Last winter, we explored the 2024 travel trends in none other than New York City for the holidays! See our re-cap here to get into the festive spirit (it’s never too early!)
