Today, Expedia Group unveiled Unpack '25, the annual data-driven outlook for what's motivating travellers and where they will go next year.  

Expedia Group analysed first-party travel data, insights from 25,000 travellers, and the latest industry innovation to “unpack” the eight noteworthy travel trends for 2025 such as Detour Destinations, JOMO (Joy of Missing Out) Travel and Season Swapping, which will see Aussies travelling in the off season to save on travel.  

“Expedia Group continuously works to blend technology with travel, making journeys simpler and more enjoyable. The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating,” said Ariane Gorin, CEO of Expedia Group. “From this year's trends, I'm eager to book a Dine-Inn and visit some Detour Destinations for my next vacation.” 

Expedia – Detour Destinations: Next year, travellers are not only visiting the tried-and-true tourist destinations – they are adding detours. Expedia's destinations of the year are near popular hotspots, making them ideal day trips while also being as attractive as the main attractions. In the hunt for the less crowded and less well-known, 63% of consumers say they are likely to visit a Detour Destination on their next trip*.  

Expedia compiled the 10 trending Detour Destinations for 2025 based on increase in flight searches1: 

• Reims, France (detour from Paris) 

• Brescia, Italy (detour from Milan)  

• Cozumel, Mexico (detour from Cancun) 

• Santa Barbara, California, USA (detour from Los Angeles)  

• Waikato, New Zealand (detour from Auckland)  

• Girona, Spain (detour from Barcelona)  

• Fukuoka, Japan (detour from Tokyo)  

• Abu Dhabi, UAE (detour from Dubai) 

• Krabi, Thailand (detour from Phuket)  

• Canmore, Alberta, Canada (detour from Calgary) 
   

Expedia – Goods Getaways: TikTok has inspired travellers to take trips in search of craveable (and share-worthy) specialty goods. Whether it's a viral chocolate bar from Dubai, butter from France, skincare products from Korea or Japanese treats, travellers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods. 

When going on holiday, 39% of travellers visit grocery stores or supermarkets and 44% shop for local goods they can't get at home.* Coffee tours in Costa Rica, tea tastings in China and matcha experiences in Japan are some of the most popular Goods Getaway experiences bookable on Expedia.2  

 Wotif – Season Swapping: Cost of living continues to have Aussies tighten their wallets and find better-value domestic destinations for their upcoming holidays. Savvy Aussies are “swapping seasons” to save on travel, avoid crowds but also give travellers a unique perspective on a favoured local destination. Nearly half (40%) of Aussies would travel in the off season to save on their holiday*.  

Wotif uncovered the best value-for-money destinations for Aussies who are ready to season swap in 20253: 

Swap winter for summer and save:  

1. Cairns, QLD: save up to 22% on accommodation  

1. Townsville, QLD: save up to 26% on accommodation 

1. Darwin, NT: save up to 122% on accommodation  

1. Falls Creek, VIC: save up to 145% on accommodation 

1. Snowy Mountains, NSW: save up to 151% on accommodation  

Swap summer for winter and save:  

1. Byron Bay, NSW: save up to 30% on accommodation  

1. Launceston, TAS: save up to 22% on accommodation 

1. Sydney, NSW: save up to 18% on accommodation 

1. Glenelg, SA: save up to 24% on accommodation  

1. Torquay, VIC: save up to 36% on accommodation 

Wotif – Dine-Inn: When choosing Aussie hotels, travellers are not just booking rooms, they're booking tables. Hotels around the country have opened critically acclaimed restaurants, some even featuring hatted restaurants, well-known chefs and rotating seasonal menus to attract guests.  

Travellers are seeking standout hotel dining experiences; Over half (63%) of Aussies are interested in booking a hotel with a notable dining experience, with 32% saying hotel restaurants with a changing seasonal menu would be their top reason to book.  

Stayz – JOMO Travel: We often experience FOMO when seeing others go on action-packed holidays, but in 2025, travellers will embrace JOMO, the joy of missing out. JOMO Travel means doing less on holiday to escape the hustle bustle of everyday life and staying at cosy farmhouses or classic beach houses to boost relaxation and reconnection. Two-thirds (86%) of Aussies say these types of trips reduce stress and anxiety, and nearly half say that it enhances quality time with loved ones*. 

The best way to experience JOMO Travel is from a coastal beach house, secluded villa or farmhouse retreat. The top holiday rental amenities JOMO Travellers are seeking are pools, outdoor spas, decks with a view, and tranquil gardens.*  

Stayz – The Phenomena-List: Droves of international travellers booked private holiday homes along the path of totality to see the total solar eclipse in 2024, proving people will travel great distances to see natural phenomena in real life. Survey data revealed that the Northern Lights (61%) are the top phenomenon travelers want to see, followed by geological phenomena (30%) like volcanoes, geysers and hot springs. Eighty percent of travellers say it's important to stay in a place that offers prime viewing for these natural wonders,* so it's no surprise that private holiday homes in remote destinations are ideal for phenomena-seekers. 

Stayz handpicked these international natural phenomena that travellers will want a front-row seat to in 2025: 

• International Dark Sky Park - Arches National Park, Utah 

• Synchronous firefly season - Great Smoky Mountains, Gatlinburg, TN 

• Penguin parade - Phillip Island, Victoria, Australia 

• Bioluminescent plankton - Vero Beach, Florida 

• “Black Sun” starlings' migration - Wadden Sea National Park, Denmark  

• Ballet of Japanese cranes - Hokkaido, Japan  

• Highest tides in the world, walk on the ocean floor - Bay of Fundy, Canada 

• Starling murmurations - Somerset, U.K.  

• Volcanoes, lava fields and black sand beaches - Reykjavík, Iceland 

• Northern Lights - Lapland region, Finland 
   

2025 Set-Jetting Forecast: From bingeworthy streaming shows to reality TV, travellers keep turning to the screen for trip inspiration. Since Expedia Group identified Set-Jetting as a travel behavior in 2022, the trend continues to grow. Two-thirds of travellers say movies, streaming services and TV shows have influenced their travel choices, a 16% increase from last year*.  

For the second year, Expedia compiled the Set-Jetting Forecast to reveal what entertainment-inspired destinations travellers will head to in 2025. Destinations inspired by “Emily in Paris” and “White Lotus” are not the only Set-Jetting standouts, as proven by Expedia search data following these releases4: 
 

• Dubai inspired by “The Real Housewives of Dubai” 

• Montana and Wyoming inspired by “Yellowstone” 

• New York City inspired by “And Just Like That...” 

• Cape Town inspired by “One Piece” 

• Scotland inspired by “The Traitors” 
   

One-Click Trips: Half of consumers make daily, weekly or monthly purchases because of trusted influencer content.5 Though shopping on Instagram and TikTok has become the new normal for lower-ticket items like fashion and beauty, travel shopping on social media is still in its early stages. Half of consumers say they have wanted to book a trip they saw on their social feeds, but cited time and complexity as the primary barriers. Globally, Expedia recently launched travel industry-first shoppable storefronts curated by social media creators, tastemakers and brands with more than 100 Travel Shops, which will be coming to Australia in the future.  

To learn more about the travel trends in Unpack '25™, visit www.expedia.com.au/unpack-travel-trends. Visit www.expedia.com.au/newsroom for Unpack '25 assets and more news from Expedia, Wotif, and Stayz. 

###