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Learn more about emerging travel trends and actionable takeaways to fuel your holiday rental business in 2027.
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Unpack '27: Travel trends for holiday rentals
Hobby Hubs, Heartland Hideouts and Set-Jetting are travel trends defining the holiday rental landscape in 2027. Here's how holiday rental hosts and property managers can meet traveller demand in the coming year.
Our annual trends report, Unpack '27, provides a roadmap to the emerging traveller behaviours expected to shape the travel landscape in 2027. For holiday rental partners, the report offers actionable ways to attract group trips, highlight key property features and turn travel inspiration into bookings.
What are the biggest 2027 travel trends for holiday rental partners?
The three trends covered below can help you:
- Create spaces that support shared interests and group gatherings.
- Showcase amenities that make regional and local getaways easier.
- Connect your listing to the destinations, cultural moments and experiences travellers are already searching for.
Hobby Hubs
Call it the year of the hobbyist: Hands-on, analogue activities are increasingly shaping how people travel together. From mahjong mania to birding and antiquing, travellers are seeking out holiday rental properties that can accommodate group gatherings centred around personal passions.
68%
Of travellers are likely to take a u2028hobby-focused trip in 2027.*
38%
Of travellers say hobbies play a u2028Bigger role in how they travel now u2028vs. five years ago.*
41%
Of travellers cite enjoying a hobby u2028In a new setting as top motivator u2028For Hobby Hub trips.*
Takeaways
How can holiday rental partners embrace the Hobby Hubs trend?
Attract group gatherings
Showcase unique gathering spaces and spacious accommodation through u2028Accurate listing photos and descriptions.
Offer last-minute deals
Capture demand for those hobby-fuelled weekend trips with last-minute u2028Promotions that make booking an easy "yes."
Heartland Hideouts
Travellers are heading inland this year, favouring landlocked destinations over coastal cities to enjoy a dose of regional charm. Nearly 65% of travellers have gone on holiday to non-coastal destinations in the past 12 months* — and heartland micro-hubs, from Bentonville, Ark., to Bloomington, Ind., are topping the must-visit list in 2027.
Takeaways
How can holiday rental partners embrace the Heartland Hideouts trend?
Market your unique offerings
Ensure visibility to the right travellers with audience targeting. Showcase your property's distinctive features, such as lake access, proximity to the mountains or an abundance of outdoor space in your ads.
Capture regional demand
With domestic and drivable destinations taking centre stage, hosts can capture regional demand by using promotions and flexible rate options.
Set-Jetting
Five years after Expedia first identified the Set-Jetting travel phenomenon, this trend is still going strong. Travellers are seeking inspiration from their screens to turn their favourite film and TV moments into real-life adventures: Nearly 1 in 5 travellers globally have now booked a trip to a destination after seeing it featured in a TV show or film.*
Takeaways
How can holiday rental partners embrace the Set-Jetting trend?
Highlight your hot spot
Is your property in a famous filming location or a lookalike destination? Update your listing with specific information and details that reflect the star-studded atmosphere travellers seek.
Capture rising demand
Keep an eye on the calendar for key 2027 film and television release dates. When Set-Jetting interest builds in your destination, Vrbo Sponsored Listings can help your property stand out.
How can you meet travellers where they are — and where they're going?
Capturing traveller interest this year requires dedicated effort and just a little bit of magic — creating the perfect backdrop for their passions and interests to come alive. By highlighting your holiday rental property's unique features and purpose-built amenities, you can fuel unforgettable gatherings and turn trip inspiration into a fully booked calendar.
Unpack '27 Report
2027 travel forecast
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Vrbo
Vrbo is the world's leading holiday rental platform, connecting property owners and managers with millions of quality travellers. With 30+ years of expertise and a network spanning Vrbo, Expedia and 70,000+ business partners worldwide, we help hosts maximise earnings through powerful technology. Our platform is designed to deliver results, with 24/7 support, pricing insights and management tools to grow your business.
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*All data on page is from Expedia Group, Unpack '27, 2026
**Holiday rental partners who manage their listings through connected software can make updates to their property listing within that platform.