Expedia Group has revealed the top trends it expects to define travel in 2025 as well as how businesses can capitalise on them.
The top trends are:
1.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. However, these rising stars are well worth putting on an itinerary, either as an add-on or the main destination.
Expedia’s list of Detour Destinations all experienced an increase in searches over the past year—and 63 per cent of consumers say they are likely to visit a Detour Destination on their next trip
Expedia’s Detour Destinations
Based on percentage increase in flight searches on Expedia:(Date range: 1 Sept. 2023–31 Aug. 2024.)
Reims, France (detour from Paris)
Brescia, Italy (detour from Milan)
Cozumel, Mexico (detour from Cancun)
Santa Barbara, California, USA (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, Canada (detour from Calgary)
2.Goods Getaways
It’s time to leave the key rings 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, lollies from Japan and butter from France have gone viral.
In addition to sightseeing and visiting tourist attractions, travellers are also frequenting local supermarkets and grocery shops to find regional delicacies. Global survey data show that 39 per cent of travellers usually visit a grocery shop and 44 per cent 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. Travellers are clearly entering a new souven-era.
3.All-inclusive era
Sometimes all-inclusives get a bad rap, but today’s all-inclusive resorts are getting a major glow-up, and Gen Z is here for it. One-third of Gen Zers say that their perception of all-inclusives has changed for the better, and 42 per cent 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 per cent 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? Forty-one percent (41 per cent) of Gen Zers say that minimal stress is the top reason they are living in the AllInclusive Era, followed by ease of booking (39 per cent) and because it gives them a feeling of luxury (38 per cent).
4.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 per cent 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 per cent say that restaurant tables reserved exclusively for guests would be their top reason.
5. Jomo Travel
We’re all familiar with FOMO (the fear of missing out). People renting private holiday homes are embracing JOMO, the joy of missing out.
Vrbo data shows continued interest in beach and countryside destinations known for leisure and relaxation**, and travellers believe that JOMO Travel can help improve their mental health and overall well-being. Sixty-two
percent (62 per cent) 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 holiday homes for JOMO Travel are charming beach houses, secluded villas and cosy farmhouses. JOMO travellers are also in search of holiday homes with swimming
pools, tranquil gardens, a hot tub or spa and porches with a view to help them relax and disconnect.
6. The PhenomenaList
Recent eclipses sold out rural, private holiday 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 per cent), followed by geological phenomena (30 per cent) like volcanoes, geysers and hot springs.
Additionally, 80 per cent 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 holiday homes give travellers unobstructed views of natural marvels.
7. Set Jetting
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 per cent 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 Real Housewives of Dubai’ are the new travel tastemakers. According to Expedia data, interest in Dubai increased more than 30 per cent 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.
8. 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.
Enter Expedia’s Travel Shops. Thanks to these creator-curated collections, travellers can now go from looking at influencer trips to booking them.
Now live in the US and the UK, Travel Shops will start rolling out in more countries in 2025.
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