Expedia Group has announced the top travel trends anticipated to define 2025 and outlined strategies for businesses to leverage these insights.
1. Embracing Detour Destinations
In 2025, travelers are shifting their focus beyond popular tourist attractions to explore lesser-known locations, termed “Detour Destinations.” These emerging locales offer a refreshing alternative, providing unique experiences without the crowds. Recent data shows a significant uptick in searches for these destinations, with 63% of consumers expressing a willingness to visit them on their next trip. Notable Detour Destinations include:
- Reims, France (a charming alternative to Paris)
- Brescia, Italy (stepping away from Milan)
- Cozumel, Mexico (bypassing Cancun)
- Santa Barbara, California, USA (off the beaten path from LA)
- Waikato, New Zealand (a detour from Auckland)
- Girona, Spain (an alternative to Barcelona)
- Fukuoka, Japan (lesser-known compared to Tokyo)
- Abu Dhabi, UAE (a unique diversion from Dubai)
- Krabi, Thailand (steering clear of Phuket)
- Canmore, Alberta, Canada (a hidden gem near Calgary)
2. The Rise of Goods Getaways
Today’s travelers are seeking unique, local products instead of typical souvenirs. The trend of “Goods Getaways” sees visitors frequenting local supermarkets and specialty shops in search of regional delicacies. Recent surveys reveal that 39% of travelers visit grocery stores during their trips, while 44% shop for local goods unavailable at home. Experiences like coffee tours in Costa Rica and matcha tastings in Japan are gaining popularity, marking a shift toward a new “souven-era.”
3. The All-Inclusive Era
Once seen as a less appealing option, all-inclusive resorts are experiencing a renaissance, particularly among Gen Z travelers. One-third of this demographic has a more favorable view of all-inclusives, with 42% preferring this accommodation style. The popularity of #allinclusive on TikTok has driven a 60% year-over-year increase in searches on Hotels.com. Major chains such as Hyatt and Marriott are now entering the all-inclusive market, enhancing the overall experience. Gen Z cites reduced stress, simplified booking, and a sense of luxury as key reasons for their preference.
4. A Hotel Restaurant Renaissance
Travelers are increasingly prioritizing dining experiences when selecting accommodations. Hotel restaurants are significantly contributing to revenue, prompting hotels to enhance their culinary offerings. Positive reviews of hotel dining establishments have surged by 40% year-over-year. Nearly a third of travelers would be more inclined to book a hotel if it offers room service from a renowned restaurant, while 31% prioritize exclusive restaurant reservations for guests.
5. The Joy of Missing Out (JOMO) Travel
Shifting away from FOMO, travelers are embracing JOMO—finding joy in missing out on conventional experiences. Data from Vrbo indicates that interest in tranquil beach and countryside destinations is on the rise. Travelers believe that JOMO travel can enhance their mental health and well-being; 62% report reduced stress, while nearly half feel it fosters reconnection with loved ones. Popular choices for JOMO trips include beach houses, secluded villas, and cozy farmhouses with amenities like pools and hot tubs.
6. The PhenomenaList
Recent celestial events have sparked a surge in demand for unique natural experiences. Travelers are eager to witness phenomena like the Northern Lights, which 61% of respondents identified as their top natural experience. Data shows that 80% of travelers value accommodations with optimal viewing spots for such events, further increasing the appeal of private holiday homes situated in scenic locations.
7. Set Jetting
Expedia has identified “Set Jetting” as a growing trend, with many travelers seeking destinations featured in movies and TV shows. Two-thirds of respondents admitted that on-screen entertainment influences their travel choices, and interest in destinations linked to shows like “The Real Housewives of Dubai” has risen dramatically. The UK remains a top Set Jetting destination, with numerous tours available for popular series like “Bridgerton” and “Game of Thrones.”
8. One-Click Trips
Social media is reshaping the travel booking landscape, with consumers increasingly inspired by travel influencers. Expedia’s new Travel Shops, launching in the US and UK, will make it easier for travelers to book trips inspired by social media. These curated collections aim to simplify the booking process and tap into the potential of social shopping for travel-related purchases.
As these trends evolve, businesses in the travel sector can capitalize on the insights provided by Expedia Group to better meet the needs of modern travelers.
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