Expedia Group has published its Unpack ’25 Report, which outlines eight trends set to define travel in 2025 and actionable steps for how travel businesses can capitalize on them. Based on data from Expedia, Hotels.com and Vrbo, the predictions of where people will go and what they’ll do there in the year to come includes Goods Getaways, JOMO Travel, One-click Trips, and a traditional value vacation type that’s getting a new look from Gen Z.

“The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating,” said Ariane Gorin, CEO of Expedia Group.

Highlights of the report include:

Detour Destinations

In 2025, travellers are not only taking the road well travelled, they’re also taking detours to experience new places. Detour Destinations are less well known and less crowded than tourist hotspots. Expedia’s list of Detour Destinations all experienced an increase in searches over the past year – and 63% of consumers say they are likely to visit a Detour Destination on their next trip.

• Reims, France (detour from Paris)
• Brescia, Italy (detour from Milan)
• Cozumel, Mexico (detour from Cancun)
• Santa Barbara, California (detour from LA)
• Waikato, New Zealand (detour from Auckland)
• Girona, Spain (detour from Barcelona)
• Fukuoka, Japan (detour from Tokyo)
• Abu Dhabi, UAE (detour from Dubai)
• Krabi, Thailand (detour from Phuket)
• Canmore, Alberta (detour from Calgary)

Good Getaways

It’s time to leave the key chains and fridge magnets at the gift shop. Travellers are going the distance in search of treasures they can’t get at home and can’t go home without. On TikTok, everything from a chocolate bar from Dubai, skincare products from Korea, candy from Japan, and butter from France have gone viral. Gen Z can’t wait to get their hands on these specialty goods.

In addition to sightseeing and visiting tourist attractions, travellers are also frequenting local supermarkets and grocery stores to find regional delicacies. Global survey data show that 39% of travellers usually visit a grocery store and 44% shop to buy 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 on Expedia.

All-inclusive Era

 

Secrets Playa Blanca, MexicoSometimes all-inclusives get a bad rap, but today’s resorts are getting a major glow-up, and Gen Z is here for it. One-third of GenZers say that their perception of all-inclusives has changed for the better, and 42% say that an all-inclusive resort would be their preferred hotel type. #allinclusive has been trending on TikTok and searches on Hotels.com using the “all-inclusive” filter jumped 60% year over year. Major chains like Hyatt and Marriott have entered the all-inclusive category, and resorts around the world are elevating the all-inclusive experience.

Why is the next generation of travellers opting for all-inclusives? 41% GenZers say that minimal stress is the top reason, followed by ease of booking (39%) and because it gives them a feeling of luxury (38%).

Hotel Restaurant Renaissance

When choosing hotels, travellers aren’t just booking rooms. They’re booking tables. Hotel restaurants are significantly contributing to hotel revenues, so hotels are stepping up their dining experiences and travellers are paying attention. Positive reviews about hotel restaurants, chefs and bars increased by 40% YoY on Hotels.com.

Nearly a third of travellers say that room service from a famous restaurant in the hotel would make them more likely to book, while 31% say that restaurant tables reserved exclusively for guests would be their top reason.

JOMO Travel

We’re all familiar with FOMO (the fear of missing out). People renting private vacation homes are embracing JOMO, the joy of missing out.

Vrbo data shows continued interest in beach and mountain destinations known for leisure and relaxation, and travellers believe that JOMO Travel can help improve their mental health and overall well-being. 62% of travellers say that JOMO Travel reduces stress and anxiety – and nearly half say that JOMO Travel allows them to better reconnect with loved ones.

Survey data revealed that the leading types of vacation rentals for JOMO Travel are charming beach houses, secluded lakeside lodges and cozy mountain chalets. JOMO travellers are also in search of vacation rentals with swimming pools, tranquil gardens, a hot tub or spa and porches with a view to help them relax and disconnect.

The Phenomenon List

Recent eclipses sold out rural, private vacation homes in their path. That set off a wave of travellers going to great lengths to witness natural phenomena. Whether it’s looking towards dark skies to stargaze or see the Northern Lights or heading to the beach to watch sea turtles hatch, travellers want a front-row seat to breathtaking natural wonders.

Survey data revealed that the top natural phenomena travellers want to experience is seeing the Northern Lights (61%), followed by geological phenomena (30%) like volcanoes, geysers and hot springs. Additionally, 80% of travellers say it’s important that they can stay in a place that offers a prime viewing spot for these events. Often located in wide open spaces, private vacation rentals give travellers unobstructed views of natural marvels.

2025 Set-Jetting Forecast

 Expedia spotted Set-Jetting as an emerging travel behaviour in 2023, and entertainment on screen is still growing as a source of travel inspiration. Two-thirds of travellers shared that movies, streaming services and TV shows have influenced their travel choices, and 36% say that TV and films are more influential on their travel plans than they were last year.

In 2025, it’s time for “Emily in Paris” to move over – “The RealHousewives of Dubai” are the new travel tastemakers. According to Expedia data, interest in Dubai increased more than 30% year over year after the series aired.

In addition to heading to Set-Jetting destinations, travellers are exploring famous filming locations of their favourite TV and film franchises. The UK remains a leading Set-Jetting stop with hundreds of Bridgerton, Harry Potter, Game of Thrones and Outlander-themed tours available to book on Expedia. Others include:

• Dubai – “The Real Housewives of Dubai”
• Scotland – The Traitors”
• Montana & Wyoming – “Yellowstone”
• New York City – “And Just Like That…”

One-click Trips

It’s no secret that travellers turn to travel influencers they trust and admire for ideas and inspiration. And half of all consumers make daily, weekly or monthly purchases because of influencer posts. Social shopping has become the new normal with TikTok and Instagram; however, this growing e-commerce trend has just scratched the surface with bigger-ticket categories like travel. Half of consumers say they have wanted to book a trip they saw on their social feeds, but cited time and complexity as the leading reasons that have prevented them from doing so.

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