Unpack ’24 trends: what they mean for partners

Expedia Group’s Unpack ’24 report explores the up-and-coming trends that will define how people will travel in 2024. It combines first-party data from Expedia^®, Hotels.com^®, Vrbo^® and Wotif—along with findings from a global consumer survey of 20,000 travellers across 14 different countries. This report also shares insights on travellers’ evolving priorities and preferences for the year ahead and how they will be approaching travel differently, so you can deliver the best experience for travellers.

Read on for a snapshot of the top travel trends from the report and actionable insights to help you gain a deeper understanding of how to connect with travellers in the coming year.

Expedia originally identified ‘set-jetting’ as a major trend in 2023, as travellers turned to television sets and movie screens for travel inspiration. We expect this trend to continue as travellers remain inspired to travel to destinations depicted in their favourite TV shows and films.

Findings from the Unpack ’24 report show that more than half (53%) of travellers—and over 80% of travellers from Hong Kong and South Korea—said that they’ve researched or booked a trip to a destination after seeing it on a TV show or film.* One in four (26%) travellers said that TV shows and films are more influential on their travel plans than they were before, and this is especially true for travellers from South Korea, Hong Kong and the US.

As travellers continue to be inspired by the destinations they see in TV shows and films, it’s important to be aware of the latest set-jetting destinations and connect your business to them to capture traveller interest. For example, to stand out to travellers, boost your advertising efforts by incorporating imagery and other visual content featuring destinations made popular by TV shows and films. If your travel business is in a destination that’s gaining popularity due to being featured in a TV show or film, optimise your rates and keep your availability updated to capitalise on heightened traveller demand.

‘Destination dupes’ are less crowded and less obvious alternatives to popular holiday spots. These destinations are slightly unexpected and sometimes more affordable or sustainable, but just as enjoyable as the traditional hotspots. One in three travellers have booked a dupe destination in the past, and 50% of travellers in the 25-34 age range have booked a dupe, the highest of any age group. The motivation to visit dupe destinations varies among travellers.

1. Affordability: 45%


2. Deeper interactions with local culture: 36%


3. Supporting sustainable tourism: 24%

To appeal to travellers looking for lesser-known destinations that are more affordable and have fewer crowds, highlight the ‘hidden gems’ of your business or travel offering. Also, showcasing unique cultural activities and experiences or sustainable tourism options in your destination can help attract travellers.

Advertising plays an important role in promoting dupe destinations. Nearly 40% of travellers considered—and 23% booked—a lesser-known destination after seeing an ad. Influencer content on social media is another source of inspiration for travellers, as 35% considered, and 21% booked, a less obvious destination after seeing an influencer post.

Promoting lesser-known experiences or activities through your advertising efforts can also help ensure that you’re connecting with travellers who are looking for hidden gems that make destination dupes stand out. For hotels, focus on improving your Guest Experience score and check your VIP Access eligibility to make sure your property is considered for inclusion in our social media campaigns.

Optimising your display advertising strategy with solutions such as Partner Gallery can help you reach travellers and encourage them to consider your destination or hotel, even if they are initially interested in another location.

Tour tourism refers to the impact of tourism around music events, which we witnessed in 2023 as several popular artists embarked on record-breaking tours. The survey findings suggest that tour tourism will continue in 2024 as 40% of travellers said that they’re more likely to take a trip to watch a concert than they were last year. Travellers are also willing to venture further to see their favourite artists, with nearly 70% claiming that they’re more likely to travel to a concert outside their own town. Those from Hong Kong, Mexico and Singapore are the most likely to travel outside of their country for a concert.

To take advantage of tour stops in your area, make sure you’re aware of major tour dates and other upcoming events so you can prepare your advertising and targeting strategies accordingly. To help earn more bookings, ensure your availability is open far in advance so you can capture early demand. Keep in mind, tour tickets are often available for purchase over a year ahead of the event.

In addition, promoting your business and travel offerings in the context of the event, such as your property’s proximity to the venue, related event activities and experiences, or available transportation options, can further entice travellers and drive incremental demand. Hotels can also leverage tools such as Accelerator to boost your property’s visibility among travellers by targeting for the event dates.

Generative AI tools, such as ChatGPT, were in the spotlight in 2023; however, only 6% of travellers used it for trip planning. Expedia Group’s 2024 forecast predicts that the ‘generation of generative AI’ travellers will fully embrace the use of this technology throughout their travel journey. Traveller enthusiasm for AI is growing—especially among younger generations. Half of travellers are interested in using generative AI to plan their next trip, and 30% said it’s very useful when making travel plans.

Travellers will embrace AI to simplify trip planning in 2024, so you should prepare your strategies accordingly and optimise your business for AI. It’s critical to review and update your listings so they’re complete and descriptive, to ensure they can be leveraged in AI recommendations accurately.

To learn more about the leisure travel trend predictions for 2024, including dry tripping and go-ccasions, take a look at the Unpack ’24 report.