TRAVEL TRENDS ANALYSIS

Unpack ’27: The Trends in Travel

Get a first look at the stays, activities, and destinations taking off with 2027 travelers in our data-driven report.

Explore all the trends

Your 2027 playbook

Our exclusive Unpack '27 research captures real traveler behavior through first-party data from Expedia®, Hotels.com®, Vrbo®, a OnePoll global survey, and social listening.

200+ PB of first-party data* 

26K survey respondents**

16 countries**

Split-layout promotional banner for Unpack '27: The Trends in Travel - left side shows travelers relaxing on a grassy hillside near a rustic wooden cabin with mountains in the background; right side features bold lavender typography on a dark navy background.

Booked on a feeling

Tomorrow’s travelers are chasing moods and moments by leaning into trips with intention. These range from joyful escapes that let them feel like a kid again to hobby- or movie-inspired vacations that let them embrace something they’re passionate about. They're also seeking breaks wherever they can find them, from one-night getaways to charming landlocked locations.

Unpack ’27 explores these emerging trends and reveals how nostalgia, spontaneity, and pop culture are shaping travel decisions. Discover data-backed insights and actionable recommendations to help you connect more meaningfully with travelers by showing you've got what they’re looking for.

Himeji Castle rising above lush green trees and stone fortifications, viewed from a traditional wooden bridge with ornamental posts on a sunny summer day.

Destinations of the Year and Un-Adulting

From destinations where search interest is growing the fastest to trips built entirely around joyful escapism, these two trends are hot with Expedia travelers in 2027.

Is your destination trending, like Hyogo or Holbox? Check the report to find out, then discover how to lean into Un-Adulting with nostalgic, carefree experiences to meet growing demand.

Explore the Expedia trends

Intimate rustic restaurant interior with wooden tables set for dinner, glassware and candles, a vintage painted banner on the wall, and a glass-fronted wine cellar stocked with bottles.

Trip Snacking and Gothic Getaways

Neither of our hotel trends is food related, but they both give travelers something to sink their teeth into.

To tide them over between big trips and give them a break from busy schedules, more travelers are booking bite-sized stays. Others are drawn to moody hotels with candlelit halls and Southern Gothic architecture.

Explore the Hotels.com trends

Overhead view of a couple sitting on the floor playing backgammon, surrounded by takeout food containers, drinks, and a candle, with a teal sofa and houseplant in the background.

Hobby Hubs and Heartland Hideouts

Renting a vacation home to play mahjong. Booking a cabin for birdwatching. Vrbo travelers want a comfy home base to connect with their personal passions and hone their skills.

Where they go matters as much as what they do. Travelers are skipping the coast for landlocked stays rich in culture, charm, and classic Americana. Think a farmhouse in Knoxville or a lakeside lodge in Bentonville.

Explore the Vrbo trends

Tower Bridge spanning the River Thames on a sunny day, seen from the South Bank promenade with pedestrians walking along the riverside, City Hall's curved glass facade on the right, and London's skyline in the distance.

The 2027 Set-Jetting Watchlist

Monaco searches jumped 120% after Emily in Paris announced its next season. Five years after we first spotted Set-Jetting as a travel trend, it’s only getting stronger.

As travelers find destination inspiration on screen, look to upcoming film and TV release dates for a hint at where travelers will be flocking this year.

Explore the Set-Jetting trend