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Q4 Traveler Insights: planning for the holidays and beyond

Explore the latest traveler behaviors and trends from our exclusive Q3 2025 first-party data.

author
Richard Kocher

November 12, 2025

While spur-of-the-moment summer getaways were still in full swing, travelers started setting their sights on the holidays and new year. Our Q3 2025 data uncovered what was on their wish list: new destinations to explore and major 2026 events.

 

Ready to turn these search signals into bookings? Dive into our latest research results for a successful transition into 2026.

Last-minute escape plans take off

Regionally, search volumes in Q3 remained steady quarter-over-quarter (QoQ), with the strongest increases in Europe, the Middle East, Africa (EMEA), and the Asia Pacific (APAC).*

 

Consistent with both the previous quarter and seasonal trends, travelers continued to favor trip planning right before their travel dates.

 

  • In Q3, searches for last-minute trips (0-to-13 days from booking) increased by 10% QoQ, led by a 20% rise in international searches.
  • The EMEA region recorded the strongest growth in last-minute searches, up 20% QoQ, as travelers planned summer getaways. 
  • In September, searches in longer planning windows (61+ days) rose, as travelers began arranging end-of-year holidays and early 2026 trips. 

Holiday travels pave the way for 2026 adventures

As we near the holiday season, travelers begin planning trips around festivities across the globe. Ahead of U.S. Thanksgiving on November 27, search activity among travelers during the week of the holiday (November 22-30) increased nearly 30% in Q3 2025 compared to 2024. As travelers got in the seasonal spirit, interest in Christmas market destinations also increased as searches from mid-November to early January rose for the following locations:

 

  • Vienna, Austria (35%)
  • Budapest, Hungary (35%)
  • Salzburg, Austria (35%)
  • Tallinn, Estonia (35%) 
  • Nuremberg, Germany (30%)

 

Travelers were also looking ahead to the new year, as searches from January to March 2026 increased 10% YoY in Q3. Top destinations that saw strong YoY search increases for 2026 travel included Oranjestad, Aruba (60%); Puerto Vallarta, Mexico (20%); and Tokyo, Japan (20%).

Vienna, Austria
Budapest, Hungary
Salzburg, Austria

Takeaway

Capture peak demand with seasonal sales

Maximize your bookings during the busy holiday season by joining our Black Friday sale, now open until November 17. Then, keep the momentum going with our Start Strong Sale in January to stand out to travelers as they book their 2026 vacations. 

Unpack ’26 and what’s next in travel trends

Expedia Group investigated major trends for travel next year with Unpack ’26, an annual global travel insights report. The trends revealed how personal passions, cultural moments, and local experiences are pushing travel choices in exciting new directions. From Fan Voyage trips focused on local sports events to Salvaged Stays in revitalized historic spaces and rural Farm Charm getaways, travelers seem to be redefining their personal journeys.

Takeaway

Your 2026 playbook awaits

Check out the full Unpack ’26 report for a guide to the traveler mindset in 2026. Learn how you can apply these trends directly to your vacation rental strategy for more bookings. Plus, see how you can advertise smarter to attract your ideal audience.

Game on: Sports tourism takes the lead

From winter sports to soccer, 2026 is set to be a landmark year for global sporting events.

 

Ahead of the major winter multi-sports event slated for early 2026 in Italy, our Q3 2025 data showed strong search increases among travelers. This included a more than 40% YoY increase in searches to Italy during the time around the event. Searches for popular winter sports destinations also rose YoY ahead of the ski season beginning in November, which included Revelstoke, British Columbia (30%); Hakuba, Japan (15%); and Whistler, British Columbia (15%). 

+40% YoY

increase in searches to Italy for the global winter multi-sports event

Travelers are also planning ahead for the highly anticipated global soccer championship, which will draw millions of eager fans to stadiums worldwide in June. In Q3 2025, there was early interest in the games in Mexico as the country saw a strong 35% YoY increase during the period of the event. The destinations driving the strongest YoY search increases for the event are Monterrey, Mexico (145%); Kansas City, Missouri (55%); Guadalajara, Mexico (55%); and Houston, Texas (40%).

 

When presale tickets for the event were released the week of September 10, there was a 15% spike in YoY searches for Canada and increases to East Rutherford, New Jersey (25%); Vancouver, Canada (20%); and San Francisco, California (20%).

+35% YoY

increase in searches to Mexico for the global soccer championship

Takeaway

Score bookings from soccer fans in 2026

The whistle has blown on next year’s soccer travel planning. Use our latest play-by-play to prepare for the tournament. We'll help you master key dates, build a winning lineup for rates and listings, and use the right tools to capitalize on this massive travel spike.

North America’s Asia-Pacific push

Between July and September, travel searches from North America (NORAM) to Asia-Pacific (APAC) destinations increased.

Search increase from Canada to:

  • India: 40% 
  • Thailand: 35% 
  • Vietnam: 30% 
  • China: 25%

Search increase from the U.S. to:

  • India: 20% 
  • Vietnam: 20% 
  • Taiwan: 20%  
  • New Zealand: 15%

 

Takeaway

Target the trans-Pacific surge with TravelAds

NORAM travelers are actively searching for APAC destinations — don’t leave these booking opportunities to chance. Capitalize on demand while people plan their vacations with the help of targeted advertising solutions. Check out our full TravelAds guide to learn more about reaching and converting the right travelers.

Major metros rise in rankings

Several major cities climbed the ranks in Q3. New York City moved up in both the global rankings (from number 6 to number 4) and the NORAM rankings (from number 8 to number 5). And two new international destinations entered the rankings for NORAM travelers: London, England, and Tokyo, Japan.

 

We also saw several new destinations join the top searched destinations list for EMEA travelers, including coastal towns Fethiye and Bodrum in Türkiye, as well as New York City. 

Top searched destinations by region

*New top 10 searched destinations

For APAC Travelers 

  1. Tokyo, Japan
  2. Osaka, Japan
  3. Seoul, South Korea
  4. Sydney, Australia
  5. Melbourne, Australia
  6. Singapore
  7. Incheon, South Korea
  8. Fukuoka, Japan
  9. Gold Coast, Australia
  10. Taipei, Taiwan

For LATAM Travelers

  1. Mexico City, Mexico
  2. Cancun, Mexico
  3. Sao Paulo, Brazil
  4. Rio de Janeiro, Brazil
  5. Puerto Vallarta, Mexico
  6. Mazatlán, Mexico
  7. Madrid, Spain
  8. New York, New York
  9. Playa del Carmen, Mexico
  10. Paris, France

For EMEA Travelers 

  1. London, England  
  2. Istanbul, Türkiye
  3. Paris, France
  4. Antalya, Türkiye
  5. Dubai, UAE  
  6. Fethiye, Türkiye*
  7. New York, New York*
  8. Bodrum, Türkiye*
  9. Palma de Mallorca, Spain
  10. Stockholm, Sweden

For NORAM Travelers 

  1. Las Vegas, Nevada
  2. Cancun, Mexico
  3. Orlando, Florida
  4. New York, New York
  5. Punta Cana, Dominican Republic
  6. Los Angeles, California
  7. Chicago, Illinois
  8. London, England*
  9. Miami, Florida
  10. Tokyo, Japan*

Chasing the sun: Vrbo hot spots

Demand for warm-weather getaways showed no signs of cooling down in Q3. Regionally, Orlando, Florida, became a top searched destination for LATAM travelers.**

 

Two new destinations also joined the highest rankings for NORAM travelers: Las Vegas, Nevada, and New Orleans, Louisiana.

Top searched vacation rental destinations

*New top 10 searched destinations

For APAC Travelers 

  1. Melbourne, Australia
  2. Sydney, Australia
  3. Perth, Australia
  4. Adelaide, Australia
  5. Brisbane, Australia
  6. Auckland, New Zealand
  7. London, England
  8. Canberra, Australia
  9. Christchurch, New Zealand
  10. Paris, France

For LATAM Travelers

  1. Rio de Janeiro, Brazil
  2. São Paulo, Brazil
  3. Florianópolis, Brazil
  4. Mexico City, Mexico
  5. Camaçari, Brazil
  6. Paris, France
  7. Guarapari, Brazil
  8. Kissimmee, Florida
  9. Ipojuca, Brazil
  10. Orlando, Florida*

For EMEA Travelers 

  1. Paris, France
  2. London, England
  3. Rome, Italy
  4. Berlin, Germany
  5. Nice, France
  6. Barcelona, Spain
  7. Hamburg, Germany
  8. Kissimmee, Florida
  9. Marseille, France
  10. Lisbon, Portugal

For NORAM Travelers 

  1. Nashville, Tennessee
  2. Orlando, Florida
  3. New York, New York
  4. Chicago, Illinois
  5. Paris, France
  6. London, England
  7. Las Vegas, Nevada*
  8. Kissimmee, Florida
  9. Port Aransas, Texas
  10. New Orleans, Louisiana*

Takeaway

Gain your competitive edge in the new year

Ready to stand out? We just announced a suite of new tools for vacation rentals to help you decode what drives bookings. From an evolved Premier Host program to the new Performance Milestone feature, these tools were designed to set you up for success in 2026. Take advantage of them to enhance your listing quality, gain visibility, and earn traveler trust.

Research & Insights

The trends in travel

Unpack ’26 is our data-driven guide to what’s next in travel with tips on how to help your business adapt and grow.

Explore the trends
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A headshot of Richard Kocher

Richard Kocher

Senior Director, Media Insights & Planning

 

Richard is senior director of Media Insights & Planning. His team is responsible for mining Expedia Group’s exclusive first-party search and booking data and market insights to inform partners’ strategies, product selection, and audience targeting. Prior to overseeing the global Media, Insights, and Planning team, Richard led Business Development and Account Management teams in display and sponsored listings across EMEA and APAC. He has postgraduate degrees in Anthropology from the University of Sussex and Business Administration from Warwick Business School – and lives with his family in Redmond, Washington.

 

Read more posts by Richard

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