Hotels
Vacation rentals
Brands and ad agencies
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There’s more to explore in Unpack ’27. Discover the full list of trends, traveler insights, and opportunities shaping the year ahead.
WHAT'S NEXT FOR TRAVEL IN 2027
The hotel guide to Unpack '27:
Five trends to help win bookings
From screen-inspired escapes to one-night adventures, discover what’s driving travel in 2027 and how to turn inspiration into hotel reservations.
Travel inspiration can come from anywhere: a favorite TV show, a nostalgic childhood memory, or an excuse to get away for the night. The Unpack ’27 report reveals what’s capturing travelers’ imaginations and where they’re headed next. Here are five trends to watch, with practical ways to help your property stand out.
71%
of Gen Z and Millennials travelers are likely to book an Un-Adulting trip in 2027.*
20%
of travelers globally have booked a screen-inspired trip.*
79%
of travelers plan to book a one-night trip in the coming year.*
Tap into what's trending
Travelers may discover their next destination through rising search interest or a favorite film or TV show. Destinations of the Year and Set-Jetting reveal what’s capturing attention, where travelers are looking, and where demand could be headed next.
Trend 1: Destinations of the Year
Every year, certain destinations start pulling ahead as travelers search, plan, and book their next trips. The Destinations of the Year highlights 10 places seeing some of the fastest growth in accommodation searches in 2027. South Lake Tahoe leads this year’s list, with searches up 195% year-over-year.*
What does this mean for your hotel?
When a destination starts gaining attention, travelers need a hotel they can find and book with confidence. If your property is in one of these locations, use that momentum to stand out by highlighting what makes your location appealing and your hotel a great base for exploring the area. Even if your destination isn’t on the list, consider what draws travelers to your region and show how your property fits into their plans.
TAKE ACTION
Get ready to capture demand
- Open inventory early. Make rooms bookable before demand arrives.
- Refresh your listing. Update your property details and amenities so travelers can quickly see what makes your hotel a good fit.
- Move up in search. Use Accelerator or TravelAds Sponsored Listings to increase visibility during relevant demand periods.
- Reach deal-minded travelers. Create a Member Only Deal to attract travelers comparing options.
Trend 2: The Set-Jetting Forecast
The next travel hotspot could be coming to a screen near you. Nearly one in five travelers around the world say they’ve booked a trip after seeing a destination on screen. Set-Jetting, or travel inspired by film and TV, continues to influence where people go, and increasingly, the buzz starts before the premiere.
When season six of Emily in Paris was confirmed to be filming in Monaco, accommodation searches jumped more than 120% over the following 30 days. Meanwhile, social mentions connecting Miami travel to the upcoming Miami Vice ’85 film grew 64% year-over-year.*
Use the tabs below to explore each map.
What does Set-Jetting mean for your hotel?
Screen-inspired travelers are looking for more than a destination. They’re looking for a place to stay that helps them experience it. If your property is near a filming location, recognizable attraction, or destination featured on screen, make that connection easy to see. Highlight your location, nearby attractions, and compelling property photos so travelers can picture your hotel as part of the trip.
TAKE ACTION
Make your hotel part of the story
- Show the connection. Highlight your location, nearby attractions, and photos that help travelers connect your property to the destination.
- Get ahead of demand. Use Accelerator to increase visibility as interest builds around a production, release, or featured destination.
- Amplify your story. Work with Expedia Group’s in-house creative studio, E Studio, to create advertising campaigns that bring your property’s connection to life.
Showcase what sets your hotel apart
Some travelers want a stay that brings out their playful side. Others are drawn to atmosphere, character, and a story to step into. For both, the hotel can be more than a place to sleep. It can be part of the reason to go.
Trend 3: Un-Adulting
Travelers are making room for a little carefree fun, with 57% percent of travelers saying they’re likely to book an Un-Adulting trip in 2027. That rises to 71% among Gen Z and Millennials. Think theme parks, arcade games, pool days, nostalgic treats, or an entire afternoon with absolutely nothing on the agenda.
What does Un-Adulting mean for your hotel?
Travelers are looking for stays that help them relax, reconnect with their sense of fun, and take a break from everyday responsibilities. Show how your amenities, nearby experiences, and overall atmosphere can give guests permission to play.
TAKE ACTION
Make their next escape effortless
- Package the fun. Create packages and rates around your amenities and nearby experiences.
- Reach travelers in the moment. Use mobile promotions to help travelers discover and book your property while they’re planning on the go.
Trend 4: Gothic Getaways
Gothic Getaways are making distinctive stays more desirable. Demand for castle stays on Hotels.com increased 20% year-over-year, and 65% of travelers say they’re interested in booking a Gothic-style hotel.*
What do Gothic Getaways means for your hotel?
Travelers are drawn to places with a strong sense of character. The good news? A memorable stay doesn’t require a modern makeover. Moody interiors, historic architecture, and centuries-old stories can give your property a sense of drama and distinction.
From distinctive design and memorable lobbies to compelling neighborhood stories, the details that set your hotel apart may be exactly what make it worth booking. In a world of sameness, what makes your property unique may be what makes it unforgettable.
TAKE ACTION
Showcase your property’s character
- Lead with what makes you different. Put your most distinctive spaces, design details, and sense of place front and center in your listing.
- Build intrigue. Join VIP Access to increase visibility among eligible travelers.
- Put your property in the spotlight. Use TravelAds Sponsored Listings to boost visibility in search.
Make the most of shorter stays
Sometimes one night away is all it takes. For hotels, shorter trips create another opportunity to appeal to travelers who are looking for a quick change of scenery.
Getaway lounge views at the Tokyo Station Hotel in Japan
Trend 5: Trip Snacking
Trip snacking is making room for shorter, spontaneous escapes that fit into everyday life. Searches for one-night stays on Hotels.com grew nearly 10% year over year.* And 79% of travelers say they plan to book a one-night stay in the coming year, rising to 83% among Gen Z and Millennials.*
What does Trip Snacking mean for your hotel?
Trip Snacking travelers are looking for a quick change of scenery without much planning. Make your property an easy choice by highlighting what guests can do nearby, capturing last-minute demand, and making short-notice bookings feel low-risk.
Take Action
Make a quick trip easy to book
- Show your local appeal. Highlight nearby concerts, sporting events, attractions, walkable areas, and amenities that make your property a good fit for a short stay. Update your property content.
- Capture spontaneous demand. Use Same-Day Deals to turn last-minute searches into bookings and help fill open inventory.
- Make booking feel low-risk. Offer flexible cancellation options or refundable rates to give travelers confidence to book on short notice.
Go beyond the trends: Build for the future of travel, today.
Travel inspiration is coming from more places than ever, creating new opportunities for your property to stand out. Use the latest insights into where travelers go and how they stay to showcase what makes your hotel worth the journey. Embrace the trends shaping travel, highlight your property’s distinctive character, and turn inspiration into stays.
2027 TRAVEL FORECAST
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*All data on page is from Expedia Group, Unpack ’27, 2026