Unpack ’25: The trends in travel from Expedia, Hotels.com, and Vrbo   

Detour Destinations, All-Inclusive Era and JOMO Travel are some of the trends driving next year’s travel plans

Today, Expedia Group unveiled Unpack ’25, the annual data-driven outlook for 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, and 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.  

“Expedia Group continuously works to blend technology with travel, making journeys simpler and more enjoyable. 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. “From this year’s trends, I’m eager to book a One-Click Trip and visit some Detour Destinations for my next vacation.” 

Expedia – 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 less well-known, 63 per cent of consumers say they’re likely to visit a Detour Destination on their next trip*.  

Expedia Detour Destinations: Santa Barbara

Expedia compiled 10 trending Detour Destinations for 2025 based on increase in flight searches1

Expedia – 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.2  

Hotels.com All-Inclusive Era: Secrets Playa Blanca Costa Mujeres

Hotels.com – All-Inclusive Era: All-inclusive resorts are far more than sun-soaked vacations by the pool. Today’s all-inclusives are attracting Gen Zers 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 (41 per cent), ease of booking (39 per cent, and because staying at all-inclusive hotels feels luxurious (38 per cent).*  

Hotels.com – Hotel Restaurant Renaissance: When booking hotels, travellers aren’t just making room reservations – they’re making dinner 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 YoY on Hotels.com3. 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. 

Vrbo – 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 (62 per cent) 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. *  

Vrbo The Phenomena-List: Northern Lights

Vrbo – 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 (61 per cent) are the top phenomena travellers want to see, followed by geological phenomena (30 per cent) 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: 

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. 

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: 

One-Click Trips: Half of consumers make daily, weekly or monthly purchases because of trusted influencer content4. 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.  

To learn more about the travel trends in Unpack ’25, visit expedia.ca/unpack-travel-trends  and download the full report.


Notes to the editor: 

All-Inclusive Era resorts around the world: 

Hotel Restaurant Renaissance hotels with notable dining experiences: 

The Phenomena-List 
The best times of year to visit these destinations to witness these phenomena: 

2025 Set-Jetting Forecast: 

1 Date range Sept. 1, 2023 – Aug. 31, 2024

2 Based on global activities data on Expedia between Jan. 1 – Aug. 1, 2024 

3 Based on hotel review data on Hotels.com between Jan. 1, 2024 – July 4, 2024 vs Jan. 1 – July 4, 2023  

4 The 2024 Influencer Marketing Report: In Influencers we Trust, Sprout Social (April 2024) 

*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. 

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