Insights From Expedia Group’s Unpack ’25 Report
$EXPE
Expedia Group (NASDAQ: EXPE) has recently released its annual Unpack ’25 report, a comprehensive analysis that predicts significant travel trends for 2025. Drawing on first-party data, insights from 25,000 travelers, and industry innovations, the report highlights emerging travel behaviors and destinations poised to shape the travel landscape in the coming year. Ariane Gorin, CEO of Expedia Group, emphasized the integration of technology and travel that the report showcases, with the goal of simplifying and enhancing the travel experience for consumers.
The Unpack ’25 report identifies eight key trends, including Detour Destinations and JOMO (Joy of Missing Out) Travel, which reflect a shift in traveler preferences towards unique and less crowded locales. One standout trend, Detour Destinations, reveals an increasing interest in exploring locations near popular hotspots. For instance, cities like Reims in France and Brescia in Italy are gaining traction as attractive alternatives to their more famous counterparts, Paris and Milan, respectively. Notably, 63% of consumers indicated a likelihood to visit such destinations on their next trip.
Social media’s influence on travel decisions is another significant theme in the report. The introduction of the One-Click Trips feature on the Expedia app caters to the 50% of consumers inspired to travel based on content seen on platforms like Instagram and TikTok. This feature simplifies the booking process, addressing common barriers like time constraints and the complexity of planning travel. The hospitality sector is also undergoing a transformation, with Hotels.com noting a renaissance in hotel dining experiences as travelers seek accommodations that offer gourmet dining options alongside lodging.
The rise in positive reviews for hotel restaurants and bars, increasing by 40% year-over-year, further underscores this trend. In tandem, the all-inclusive resort model is evolving to appeal to younger travelers, particularly Gen Z. Reports indicate that 42% of Gen Z travelers now prefer all-inclusive resorts, attracted by the promise of minimal stress and luxurious experiences.
Vrbo, another brand under Expedia Group, is tapping into the trend of JOMO Travel, where travelers prioritize vacations that promote relaxation and disconnection. Properties that offer tranquility and privacy, such as secluded beach houses and cozy mountain chalets, are particularly sought after, with 62% of travelers noting that such vacations significantly alleviate stress and anxiety. Additionally, Vrbo has observed a rising interest in traveling to experience natural phenomena, with destinations showcasing the Northern Lights and volcanic landscapes among the top attractions for 2025.
The concept of set-jetting, where travelers choose destinations based on popular films and TV shows, continues to gain momentum. Expedia’s data reveals a notable increase in interest for locations featured in series like “Emily in Paris” and “Yellowstone,” with a 16% rise in travelers citing movies and TV shows as key influences on their travel choices compared to the previous year. The Unpack ’25 report not only forecasts the future of travel but also reflects broader shifts in consumer behavior and technological advancements.
As travelers increasingly seek unique, stress-free, and immersive experiences, the travel industry is responding with innovative solutions that cater to these evolving preferences. The insights from this report suggest a dynamic year ahead for the travel sector, with technology and personalization playing pivotal roles in shaping future travel experiences.
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