ONE SIZE DOESN’T FIT ALL: Expedia reveals 2023 ‘no normal’ travel trends

Travel in 2023 will see a diversity of choices – some of them entirely unexpected – by consumers, a trend dubbed “no normal” by Expedia. Indeed, top travel trends prove there is no “one-size-fits-all” for travel in 2023.

Sourced from its first-party data and custom research of thousands of travellers and industry professionals across 17 countries, Expedia Group has unveiled a comprehensive view of travel trends across Expedia, Hotels.com and Vrbo, and the broader travel industry in 2023.

Some of the key data that underscores these trends includes:

• Flexibility remains key. For domestic travel, nearly half of consumers (47%) say they would never book non-refundable lodging, and more than half (51%) would not book transportation they could not change.
Loyalty programs are more important than ever. More than half of consumers (53%) say that it is more important to travel with their loyalty providers than before the pandemic.

• Travel is increasingly a priority. Nearly half (46%) of consumers surveyed say travel is more important to them now than it was pre-pandemic.

• Ever-growing number of travellers booking based on values. 70% of travellers say they are more likely to choose travel options that are more inclusive, even if that comes at a higher cost.

“When we look at Expedia, Hotels.com, and Vrbo data together, we see a detailed and robust picture of travel into 2023,” said Expedia Brands President Jon Gieselman. “We’re seeing a surge in trips to culture capitals, a new wave of interest in wellness retreats, and a spike in demand for outdoor destinations beyond just beaches and mountains – not a new normal but people branching out to unexpected trends in what we’re calling the ‘no normal.’”

Among the unexpected travel trends of 2023:

Set-Jetters

Booking a trip after binging a popular new series will become serious business in 2023. Expedia research confirms that streaming movies and TV shows are becoming more popular as sources of travel inspiration (22%), closing the gap on the most popular source, social media (30%). Furthermore, the small screen is now considered on par with recommendations from friends and family when it comes to travel inspiration.

• In Canada, more than half (60%) of travellers considered visiting a destination that was featured on a show or movie on a streaming platform, and 27% went and booked a trip.

• Top destinations include the UK and New Zealand, with its landscapes featured this year in a major fantasy epic; Paris and New York also ranked highly, as well as the stunning beach resorts of Hawaii.

Culture Capitals

National parks and outdoor spaces had big moments over the past two years. Now, it’s time for cities to see a comeback. Based on traveller demand, most of the destinations seeing the largest increases are all culture-rich cities where arts and cultural festivities are getting back to full swing.

Clients will want to check out the Edinburgh Fringe in Scotland, plan a trip to WorldPride in Sydney. or drink in the cherry blossoms in Tokyo. In 2023, culture capitals are calling:

1. Edinburgh
2. Lisbon
3. Tokyo
4. Dublin
5. New York
6. Sydney
7. Dubai
8. Montréal
9. Munich
10. Bangkok

Three-star superstars

Travellers are seeking smarter ways to see the world, without compromising on comfort or cool factor. In Canada, 41% of travellers admit they are more concerned with value for money than ever before. Hotels.com data shows interest in three-star hotels is up more than 20% globally. In 2023, 28% of Canadian travellers plan to stay in one- to three-star hotels and 60% plan to book a vacation with added value inclusions, such as toiletries or free breakfast.

Showing a shift in mindset from the post-pandemic bucket-list mentality and moving towards a more spontaneous approach, a third would rather go on more trips in three-star properties than splurge on one big luxury getaway. Fewer stars do not mean lower standards, however. Many properties, such as Una Vida in Mexico, or Mama Shelter in Paris, still offer excellent amenities, stylish interiors, and unique vibes as standard.

New wave wellness

Out with the old, in with the new wave wellness. Almost half (45%) of Canadians are more open to wellness breaks than ever before but cite boredom with traditional wellness retreats and an urge to experience something more exciting in 2023.

To capture this awakened market, hotels such as the Loire Valley Lodge in France and Whitepod in Switzerland are innovating and offering advanced rejuvenation programs and hands-on activities that encourage travellers to get up close and personal with nature. The quirkier the activity the better; Sylvotherapy, or forest bathing, and fruit harvesting are more popular than classic activities.

Hot new hotel openings

New hotels that cater to evolving traveller needs are opening around the world. These properties offer far more than a place to sleep, with destination restaurants, co-working spaces, and beautiful interiors as standard. From an art-filled social hub in London to unbridled luxury in Rome, these are some exciting hotels to have on one’s radar in the year ahead.

Foodie-menities

Kitchen credentials are a must, with travellers looking to plate up whenever they please in their private escape. Almost half of Canadian travellers (45%) feel that cooking is a great family or group activity. Cooking at home can also be cost-efficient, with 37% of Canadian travellers plating at-home meals to cut down on costs. And, when the best chef’s table is within a private Vrbo vacation rental, the top three culinary amenities sought after by Canadians are an outdoor kitchen or grilling area, a professional coffee maker, and an air fryer.

Ranch retreats

Rustic getaways are on the rise, as travellers crave whole, private vacation homes (the only accommodation available through Vrbo) with abundant space and exhilarating views. Cue ranch retreats, offering an intimate escape in the rugged wilderness. Think log-lined cabins, flickering fires and sweeping vistas.

Travellers can live out their western fantasies by booking a luxurious lodge, ranch retreat or farmhouse that fits the whole crew. Destinations across the prairie provinces of Alberta, Saskatchewan, and Manitoba spring readily to mind, but the ranch retreat is not confined only to Canada. For a home on the range in Europe, travellers are booking converted barns and farmhouses in the countryside of Italy, Spain, France and the UK. Thrill-seekers can also embrace their western wanderlust in Australia, where farmhouses in the outback overlook acres of wineries and wild brush.

Hidden gems

Travellers are also exploring unassuming locales and new places. Demand for Vrbo’s private vacation homes in each of these destinations has increased by 30% or more since September 2021:

• Cape Breton, NS
• Chaudière, QC
• Charlottetown, PEI
• Canmore, AB
• Calgary, AB
• Prince Edward County, ON
• Winnipeg, MB
• Québec City, QC
• Cowichan Valley, BC
• Saanich, BC

Travel in 2023 will be about saying “no” to normal, breaking routines and searching for experiences without compromises. Whether it’s flying to those once-in-a-lifetime events or hosting group celebrations at a holiday home, travellers are no longer adapting to the next new normal, but creating their own status quo altogether.