UNPACK ’25: The trends in travel for coming year

Detour Destinations, a new All-Inclusive Era and JOMO Travel are driving next year’s travel plans

Expedia Group unveiled Unpack ’25, the annual data-driven outlook for what’s motivating travelers and where they will go next year.

Expedia Group analyzed first-party travel data, insights from 25,000 travelers, and the latest industry innovation to “unpack” the eight noteworthy travel trends for 2025 that include Detour Destinations, JOMO (Joy of Missing Out) Travel and One-Click Trips, which will take travelers from looking at their next trip on Instagram 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 travelers 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, travelers are not only visiting the tried-and-true tourist destinations – they are adding detours. Expedia’s destinations of the year are near popular hotspots, making them ideal day trips while also being attractive as main attractions. In the hunt for the less crowded and less well-known, 63% of consumers say they are likely to visit a Detour Destination on their next trip.

Expedia compiled the 10 trending Detour Destinations for 2025 based on increase in flight searches:

1. Reims, France (detour from Paris)
2. Brescia, Italy (detour from Milan)
3. Cozumel, Mexico (detour from Cancun)
4. Santa Barbara, California, USA (detour from Los Angeles)
5. Waikato, New Zealand (detour from Auckland)
6. Girona, Spain (detour from Barcelona)
7. Fukuoka, Japan (detour from Tokyo)
8. Abu Dhabi, UAE (detour from Dubai)
9. Krabi, Thailand (detour from Phuket)
10. Canmore, Alberta, Canada (detour from Calgary)

Expedia – Goods Getaways: TikTok has inspired travelers to take trips in search of craveable (and share-worthy) specialty goods. Whether it’s a viral chocolate bar from Dubai, butter from France, skincare products from Korea or Japanese candy, travelers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods.

When going on vacation, 39% of travelers visit grocery stores or supermarkets and 44% 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.

Hotels.com – All-Inclusive Era: All-inclusive resorts are far more than families looking for fun in the sun by the pool. Today’s all-inclusives are attracting Gen Zers who are looking for stress-free stays and a good deal. One-third of Gen Z travelers said their perception of all-inclusive hotels has changed for the better and 42% 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%), ease of booking (39%), and because staying at all-inclusive hotels feels luxurious (38%).

All-Inclusive Era resorts around the world:

1. AVA Resort – Cancun, Mexico
2. Alpinresort ValSaa – Sport & Spa – Saalbach, Austria
3. Secrets Playa Blanca – Costa Mujeres, Mexico
4. Royalton CHIC Antigua – Saint John’s, Antigua
5. Hotel Riu Palace Mauritius – Le Morne, Mauritius
6. Dreams Sapphire Resort & Spa – Puerto Moreles, Mexico

Hotels.com – Hotel Restaurant Renaissance: When booking hotels, travelers are not 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.

Travelers are seeking standout hotel dining experiences; positive reviews about hotel restaurants, chefs and bars increased by 40% YoY on Hotels.com. Furthermore, nearly a third of travelers say room service from a famous hotel restaurant would make them more likely to book, while 31% say restaurant tables reserved exclusively for hotel guests would be their top reason.

Hotel Restaurant Renaissance hotels with notable dining experiences:

1. Hotel del Coronado – Coronado, California. The grand opening of the world-famous Nobu restaurant at the Hotel del Coronado is scheduled for next year.
2. Susana Balbo Winemaker’s House – Chacras de Coria, Argentina. Argentinian winemaker Susana Balbo gives wine pairings at this boutique hotel near Mendoza.
3. ROMEO Napoli – Naples, Italy. Michelin-star winner Alain Ducasse appointed upcomer Alessandro Lucassino as the new executive chef for Il Ristorante Alain Ducasse.

Vrbo – JOMO Travel: We often experience FOMO when seeing others go on action-packed vacations, but in 2025, travelers will embrace JOMO, the joy of missing out. JOMO Travel means doing less on vacation to escape the hustle bustle of everyday life and staying at cozy cabins or peaceful beach houses to boost relaxation and reconnection. Two-thirds (62%) of travelers 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 Travelers are seeking are pools, tranquil gardens, hot tubs and porches with a view.

Vrbo – The Phenomena-List: Droves of travelers 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%) are the top phenomenon travelers want to see, followed by geological phenomena (30%) like volcanoes, geysers and hot springs. Eighty percent of travelers 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 handpicked these natural phenomena that travelers will want a front-row seat to in 2025:

1. April–May or Sept.–Oct.: International Dark Sky Park – Arches National Park, Utah
2. May–June: Synchronous firefly season – Great Smoky Mountains, Gatlinburg, TN
3. Year-round: Penguin parade – Phillip Island near Melbourne, Australia
4. July–Sept.: Bioluminescent plankton – Vero Beach, Florida
5. Feb.–mid-April and Aug.–Dec.: “Black Sun” starlings’ migration – Wadden Sea National Park, Denmark
6. Feb.– March: Ballet of Japanese cranes – Hokkaido, Japan
7. Year-round; for peak tides, visit during a full moon cycle: Highest tides in the world, walk on the ocean floor – Bay of Fundy, Canada
8. Dec.–Jan.: Starling murmurations – Somerset, U.K.
9. June–Aug.: Volcanoes, lava fields and black sand beaches – Reykjavík, Iceland
10. End of Aug.–April: Northern Lights – Lapland region, Finland

2025 Set-Jetting Forecast: From bingeworthy streaming shows to reality TV, travelers keep turning to the screen for trip inspiration. Since Expedia Group identified Set-Jetting as a travel behavior in 2022, the trend continues to grow. Two-thirds of travelers say movies, streaming services and TV shows have influenced their travel choices, a 16% increase from last year.

For the second year, Expedia, Hotels.com and Vrbo compiled the Set-Jetting Forecast to reveal what entertainment-inspired destinations travelers will head to in 2025. Destinations inspired by “Emily in Paris” and “White Lotus” are not the only Set-Jetting standouts, as proven by Expedia search data following these releases:

1. Dubai inspired by “The Real Housewives of Dubai”. Interest in Dubai increased more than 30% year-over-year on Expedia after “The Real Housewives of Dubai” aired. Hotels featured in “The Real Housewives of Dubai” include: Atlantis, The Palm, ME Dubai by Meliá, Palazzo Versace, and Raffles The Palm.
2. The U.K. remains a top Set-Jetting destination with hundreds of “Bridgerton,” “Harry Potter,” “Game of Thrones” and “Outlander”-themed tours available to book on Expedia.
3. Montana and Wyoming inspired by “Yellowstone”. Vrbo private ranch featured on the show “Yellowstone.”
4. New York City inspired by “And Just Like That…” New York City hotels featured in “And Just Like That” include: Baccarat Hotel and Residences and The Mark.
5. Cape Town inspired by “One Piece”
6. Scotland inspired by “The Traitors”

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