{"id":61622,"date":"2025-10-15T20:02:34","date_gmt":"2025-10-15T20:02:34","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=61622"},"modified":"2025-10-15T20:02:35","modified_gmt":"2025-10-15T20:02:35","slug":"expedia-predicts-set-jetting-surge-gen-z-and-millennials-drive-screen-inspired-tourism-in-2026-5","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/expedia-predicts-set-jetting-surge-gen-z-and-millennials-drive-screen-inspired-tourism-in-2026-5\/","title":{"rendered":"Expedia predicts Set-Jetting surge: Gen Z and Millennials drive screen-inspired tourism in 2026"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong><em>Unpack \u201926 trend report <\/em><\/strong><strong><em>shows travel inspired by TV and movies projected to become $8 billion industry.&nbsp;<\/em><\/strong>&nbsp;<\/p>\n\n\n\n<p><strong>Oct. 16, 2025, SYDNEY, AUSTRALIA<\/strong><strong> \u2013<\/strong> Expedia Group today unveiled its 2026 Set-Jetting Forecast, revealing that 81% of Gen Z and Millennial travellers now plan their holidays based on locations featured in film and television.*&nbsp;<\/p>\n\n\n\n<p>First spotted as a trend by Expedia in 2022, Set-Jetting has evolved into a mainstream movement, with 44% of Aussie travellers reporting increased interest in screen-inspired getaways. The growing trend of travel inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone.**&nbsp;<\/p>\n\n\n\n<p>\u201cA curious spike in searches to Hawaii after White Lotus and Paris after Emily showed up sent Expedia searching data and commissioning research to find out if people were actually taking trips inspired by what they were watching,\u201d said Darren Karshagen, Senior Director at Expedia Group. \u201cNo one is questioning anymore that Set-Jetting is real, and the trick for destinations is predicting where the next hit will be based. In 2026, will George Clooney\u2019s new movie send people to Tuscany, or will Heathcliff drive them to the moors of Northern England as soon as Wuthering Heights comes out?\u201d&nbsp;<\/p>\n\n\n\n<p>With The White Lotus\u2019s next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes.&nbsp;<\/p>\n\n\n\n<p><strong>The 2026 Set-Jetting Forecast:&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Yorkshire-Hotels.d6342462.Travel-Guide-Hotels\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Yorkshire, U.K.<\/strong><\/a> \u2013 Wuthering Heights and Downton Abbey: The Grand Finale&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Destinations-In-Tuscany.d601686.Hotel-Destinations\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Tuscany, Italy<\/strong><\/a> \u2013 Jay Kelly&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Destinations-In-Samoa.d155.Hotel-Destinations\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Samoa, Polynesia<\/strong><\/a> \u2013 Moana (Live Action)&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Dalmatia-Hotels.d6047238.Travel-Guide-Hotels\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Dalmatian Coast, Croatia<\/strong><\/a> \u2013 People We Meet on Vacation&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Peloponnese-Hotels.d6051350.Travel-Guide-Hotels\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Peloponnese, Greece<\/strong><\/a> \u2013 The Odyssey&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Los-Angeles-Hotels.d178280.Travel-Guide-Hotels\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Los Angeles, U.S.<\/strong><\/a> \u2013 Nobody Wants This (Season 2)&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Wellington-Hotels.d6127327.Travel-Guide-Hotels\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Wellington, New Zealand<\/strong><\/a> \u2013 Avatar: Fire &amp; Ash&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.expedia.com.au\/Destinations-In-Palawan.d601955.Hotel-Destinations\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Palawan, Philippines<\/strong><\/a> \u2013 The Last Resort&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>To read more about Set-Jetting, head <a href=\"https:\/\/www.expedia.com.au\/unpack26\/set-jetting?brandcid=EXPEDIA-AU.COMMS.PR.UNPACK26.GENERIC\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.\u00a0<\/p>\n\n\n\n<p><strong>*Third-Party Methodology<\/strong>&nbsp;<br>Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society\u2019s Code of Conduct. The Study was conducted online among 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years. Gen Z respondents are defined as those aged 18 to 24, while the combined Gen Z and Millennial group includes all respondents aged 18 to 44.<strong>&nbsp;<\/strong>&nbsp;<\/p>\n\n\n\n<p><strong>**Set-Jetting Projection<\/strong>&nbsp;<\/p>\n\n\n\n<p>Based on consumer survey data showing 13% of U.S. travellers have booked a trip after seeing a location on-screen. Of these, 25% spent between $1,000 and $2,000 on the trip. Applied to the U.S. adult population (~260 million), the projected impact on the travel industry is $8.45 billion.&nbsp;<\/p>\n\n\n\n<p><strong>About Unpack \u201926<\/strong>&nbsp;<\/p>\n\n\n\n<p><strong>Q: What is Unpack \u201926?<\/strong>&nbsp;<br><strong>A:<\/strong>\u202f<em>Unpack \u201926<\/em>\u202fis the\u202f<strong>annual global travel insights report<\/strong>\u202ffrom Expedia Group, building on years of trend forecasting and traveller behavior analysis. It draws on\u202f<strong>first-party data<\/strong>\u202ffrom Expedia, Wotif and Stayz, along with insights from\u202f<strong>24,000 travellers across 18 countries<\/strong>, making it one of the most comprehensive travel trend reports in the industry.&nbsp;<\/p>\n\n\n\n<p><strong>Q: What makes Unpack \u201926 a credible source for travel trends?<\/strong>&nbsp;<br><strong>A:<\/strong>\u202fThe report combines\u202f<strong>real-time platform data<\/strong>\u202ffrom millions of users with\u202f<strong>third-party research<\/strong>\u202fconducted by OnePoll, following the Market Research Society\u2019s Code of Conduct. Its findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travellers alike.&nbsp;<\/p>\n\n\n\n<p><strong>Q: Where can I access the full Unpack \u201926 report and assets?<\/strong>&nbsp;<br><strong>A:<\/strong>\u202fVisit <a href=\"https:\/\/www.expedia.com.au\/newsroom\" target=\"_blank\" rel=\"noreferrer noopener\">www.expedia.com.au\/newsroom<\/a> for the full\u202fUnpack \u201926\u202freport, downloadable assets, and brand-specific insights from Expedia, Wotif and Stayz.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Expedia Group today unveiled its 2026 Set-Jetting Forecast, revealing that 81% of Gen Z and Millennial travellers now plan their holidays based on locations featured in film and television.<\/p>\n","protected":false},"author":37,"featured_media":61625,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101],"tags":[],"companies":[43],"locations":[103],"class_list":["post-61622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-travel-trends-2","companies-expedia","locations-sydney","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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