Expedia Group has released its annual travel outlook report, Unpack ’25, revealing the key motivations shaping travel in 2025. By analyzing first-party data, insights from 25,000 travelers, and the latest industry innovations, Expedia highlights eight notable trends set to influence where people will travel next year.
Detour Destinations
Next year, travelers are expected to seek out lesser-known spots in addition to traditional tourist locations. An impressive 63% of consumers are likely to explore Detour Destinations, ideal for day trips or main attractions. Some trending choices include:
- Reims, France (from Paris)
- Brescia, Italy (from Milan)
- Cozumel, Mexico (from Cancun)
- Santa Barbara, California, USA (from Los Angeles)
- Waikato, New Zealand (from Auckland)
Goods Getaways
Influenced by social media platforms like TikTok, travelers are now on the hunt for unique local specialties, often planning entire trips around acquiring these goods. From viral food items to specialty skincare, 39% of travelers visit grocery stores on holiday, with popular experiences like coffee tours in Costa Rica and tea tastings in China leading the way.
All-Inclusive Era
All-inclusive resorts are evolving to attract a younger crowd, especially Gen Z. With 42% of this demographic expressing a preference for all-inclusive stays, the top reasons include minimal stress (41%) and the perception of luxury (38%).
Hotel Restaurant Renaissance
Travelers are increasingly interested in hotel dining experiences, with a 40% year-over-year increase in positive reviews for hotel restaurants. Nearly one-third say that having access to room service from a renowned hotel restaurant would influence their booking decision.
JOMO Travel
In 2025, travelers will embrace the joy of missing out (JOMO), opting for more relaxed holidays in serene settings such as cozy cabins or beach houses. Research indicates that 62% of travelers find these types of trips reduce stress and enhance quality time with loved ones.
The Phenomena-List
Travelers are willing to go the extra mile for unique natural phenomena, with 61% eager to witness the Northern Lights. Vrbo has identified top destinations for nature lovers, including:
- International Dark Sky Park, Utah
- Bioluminescent plankton, Vero Beach, Florida
- Northern Lights, Lapland, Finland
Set-Jetting Forecast
The influence of films and TV shows on travel choices continues to grow, with two-thirds of travelers reporting inspiration from on-screen content. Popular destinations influenced by recent hits include:
- Dubai (The Real Housewives of Dubai)
- Montana and Wyoming (Yellowstone)
- New York City (And Just Like That…)
One-Click Trips
As travel shopping evolves, Expedia has introduced shoppable storefronts on its app, allowing users to book trips they discover on social media. With half of consumers interested in trips seen on their feeds, this trend promises to simplify the booking process.
As travel preferences shift and evolve, Unpack ’25 offers valuable insights for both travelers and industry stakeholders looking to navigate the future of travel.
