Unpack ’24: The Trends in Travel

We’ve identified the travel trends for 2024. Get ahead of the curve by diving into the insights to learn how you can deliver exceptional traveller experiences.

Inside the data

Our proprietary Unpack ’24 research draws on first-party data from Expedia®,®, and Vrbo®, as well as a OnePoll* global consumer survey.

70PB of first-party data

20K survey respondents*

14 countries*

An animated GIF of the Unpack ’24 e-magazine hero with the Unpack ’24 logo in the centre of a variety of travel-related footage.

Inside the research

Travellers don’t want the same old thing any more when they travel. Their tastes, needs and desires have evolved in some very unique directions. Unpack ’24 gives you important insights into their shifting appetites so you can deliver exactly what they’re looking for—making this the must-have travel trends research for 2024.

Destination dupes and tour tourism

Expedia insights tell us that travellers are looking for lesser-known alternatives to popular holiday spots, and that popular music tours will drive increased tourism globally. Learn why travellers are choosing ‘destination dupes‘ and ‘tour tourism’.

Travellers relaxing in the grass, taking in the view of Fairmont Le Chateau Frontenac towers from Esplanade Park in Quebec City.

 An overhead view of a breakfast spread at a hotel.

Vibe check-in and dry tripping

From data, we know that the energy and atmosphere of a hotel speak volumes to today’s traveller, and the importance of alcohol-free options is rising. Find out what vibes travellers are most interested in and what sober-conscious travellers are looking for.

Go-ccasions and outside in

Our latest Vrbo trends show that travellers are looking for any excuse to get away in 2024, and the importance of outdoor amenities when choosing a holiday home is rising. Explore how to inspire travellers to take a trip and the top outdoor amenities you need to attract guests.

 Three people playing cards on balcony with buildings and rooftops in the background.


Get into the hearts and minds of travellers

Unpack ’24 has all the travel industry insights you need to connect with more travellers in 2024.

*Expedia Group, Unpack ’24, November 2023