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 travelers across 19 countries, looking at what inspires and influences the experiences travelers 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 travelers, check out the full Unpack ’25 report.

In 2025, travelers 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 traveler 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 program 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. Travelers 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 travelers in 2025. 

It’s time to start marketing your menus so you can capitalize 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). Travelers are now embracing JOMO Travel by choosing destinations and renting out private vacation homes to fully relax, rejuvenate, and reconnect with family and friends. 

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

Stargazing, kayaking through candlestick ice, and watching the penguin parades are just a few examples of natural phenomena travelers want to experience. And they’re looking for the perfect vacation 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 travelers. From Dubai to Montana to Scotland, destinations around the world are trending due to popular television and film franchises, and travelers 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 travelers who want to be the star of their trip.

Social shopping has become the new norm, and travel is no exception. Travelers 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 travelers 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 travelers and drive revenue with curated content and bookable travel recommendations, allowing for an immersive and simplified shopping experience. Learn more about why travelers 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 and insights and detailed recommendations for connecting with travelers.