Unpack ’25: the top 7 trends you need to know

Ready for the big reveal? From hotel restaurants having their moment to immersive experiences in nature, the trends that will shape travel in 2025 have arrived.

Our annual Unpack ’25 report draws on a combination of first-party data from Expedia^®, Hotels.com^® and Vrbo^®, and a global consumer survey of 25,000 travellers across 19 countries, looking at what inspires and influences the experiences travellers crave.

We’ve outlined the topline findings you need to know. For a deeper dive into the trends and tips on how to use them to connect with travellers, check out the full Unpack ’25 report.

In 2025, travellers are taking detours to explore new or lesser-known destinations, either as an itinerary add-on or as the main destination. Think hidden gems, locals-only experiences or day trips to the countryside. 

The Unpack ’25 report reveals the top Detour Destinations and provides recommendations on advertising strategies to help you capture growing traveller interest for off-the-beaten-path locales.

It’s not just a TikTok trend. All-inclusive properties are having a moment—we’ve entered the All-Inclusive Era. As these resorts are getting a major glow-up and elevating their experiences, Gen Z is taking notice. Minimal stress in planning, followed by cost savings and a feeling of luxury are the main reasons the next generation is opting for all-inclusives. 

If you’re an all-inclusive resort, dive into the report to learn how visibility boosters and our VIP Access programme can help you stand out from competitors as demand heats up. And if you’re not an all-inclusive property, tap into this trend through package offerings to make trip planning simple.  

When it comes to booking the perfect hotel, it’s not just about the room—it’s also about the cuisine. Travellers are hungry for top-rated or unique hotel dining experiences. Features such as celebrity chefs and restaurant tables reserved exclusively for hotel guests will be even bigger draws for travellers in 2025. 

It’s time to start marketing your menus so you can capitalise on the growing appetite for hotel restaurant experiences. Download the report to learn how. Bon appétit!

Goodbye FOMO (fear of missing out), hello JOMO (joy of missing out). Travellers are now embracing JOMO Travel by choosing destinations and renting out private holiday homes to fully relax, rejuvenate and reconnect with family and friends. 

Read the report to learn what types of accommodation are driving JOMO Travel, so you can update your listing and attract travellers seeking a low-key getaway.

Stargazing, kayaking through candlestick ice and watching the penguin parades are just a few examples of natural phenomena that travellers want to experience. And they’re looking for the perfect holiday rental to complement their unforgettable trip.

Review the Phenomena-List in the report to stay up to date on the trending attractions and learn how to entice guests looking for experiences rooted in nature. 

It’s hard to resist a good blockbuster. Hit movies, TV shows and other entertainment are sparking even more wanderlust than last year, bringing Set-Jetting inspiration to travellers. From Dubai to Montana to Scotland, destinations around the world are trending due to popular television and film franchises, and travellers are eager to explore famous filming locations and activities. 

Check out the full list of Set-Jetting Destinations in the report and learn how your advertising campaigns and property listings can inspire and connect with travellers who want to be the star of their trip.

Social shopping has become the new norm, and travel is no exception. Travellers are looking to creators for inspiration, but don’t want to spend time rooting through suggestions. Expedia’s Travel Shops—available to all creators starting next year—offer an easy way for travellers to go from looking at influencer trips to booking them.

Whether you’re a destination, hotel, brand or media platform, Travel Shops let you inspire travellers and drive revenue with curated content and bookable travel recommendations, allowing for an immersive and simplified shopping experience. Learn more about why travellers are searching for ‘One-Click Trips’ in the full report.  

Want to learn more about these and other unexpected trends shaping travel in 2025, including Goods Getaways? The full Unpack ’25 report is ready for you with all the data, insights and detailed recommendations for connecting with travellers.