Expedia Group Unpack ‘25 in summary
What Travel Marketers Need to Know
The latest insights from Expedia Group’s annual ‘Unpack’ research reveals key trends that will shape how people travel in 2025. Understanding these trends can help travel marketers design campaigns that resonate with their audience and align with emerging preferences. Here are the top highlights from the report:
1. Set-Jetting: Travel Inspired by TV and Film
Travel influenced by movies, TV shows, and streaming content is on the rise. Known as "set-jetting," this trend sees travellers choosing destinations based on popular filming locations. From exploring castles seen in hit series to discovering picturesque towns featured in movies, pop culture continues to drive destination choice.
Marketers can leverage this by promoting local filming sites, programs that are filmed or covering destinations they market or developing themed itineraries that connect fans with their favourite on-screen moments.
2. Detour Destinations: Going Beyond the Main Attractions
While iconic landmarks still draw visitors, there’s a growing interest in “Detour Destinations”—lesser-known locations close to popular tourist spots. Travellers are looking for unique, off-the-beaten-path experiences that avoid crowds and offer a more authentic feel.
For travel businesses, this means crafting packages that highlight hidden gems and local culture near famous attractions. Promoting nearby villages, scenic routes, and lesser-explored regions can appeal to tourists seeking a different kind of adventure.
3. All-Inclusive Hotels: A Growing Preference
All-inclusive hotels are not new, but their appeal is expanding as travellers seek simplicity and convenience. In 2025, all-inclusive packages are attracting a broader range of tourists, from families to couples, who want to manage costs upfront without compromising on quality. By offering everything in one package—accommodation, dining, activities, and entertainment—travellers can enjoy a stress-free holiday experience.
Travel marketers can take advantage of this trend by highlighting the benefits of all-inclusive stays, such as value, variety, and ease of planning. Along with promoting other all-inclusive style holidays such as cruising and touring.
4. The Phenomena-List: Travel Inspired by Unique Events
The “Phenomena-List” trend reflects a desire to travel for rare, natural, or cultural phenomena. Whether it’s witnessing a solar eclipse, experiencing the Northern Lights, or joining local festivals, people are prioritising unique experiences over traditional sight-seeing. This presents an opportunity for travel businesses to design packages that revolve around these special events.
Marketers can create campaigns around exclusive itineraries that allow travellers to experience once-in-a-lifetime moments, appealing to their sense of wonder and curiosity.
5. One-Click Trips: Streamlined Travel Planning
With technology making life easier, travellers are seeking streamlined booking processes, leading to the rise of “One-Click Trips.” This trend emphasizes quick, hassle-free travel planning, where users can book flights, accommodation, and experiences all at once with a few simple clicks. As people grow accustomed to convenience in their daily lives, they expect the same from travel services.
For travel companies, this means investing in platforms that offer seamless booking experiences, including easy-to-use websites and apps, which can enhance customer satisfaction and drive bookings.
What This Means for Travel Marketers
The key takeaway from these trends is the importance of adaptability. Understanding what drives travellers' choices can help businesses tailor their marketing strategies to match evolving preferences. Whether it’s offering tours inspired by popular shows, promoting quieter destinations, or making the booking process effortless, aligning your services with these trends can enhance your appeal and attract a diverse range of travellers.
By staying in tune with emerging patterns, travel marketers can create experiences that resonate with today’s travellers, positioning themselves as leaders in a dynamic and competitive market. The trends of 2025 represent a shift towards more personalised, convenient, and unique travel experiences—something every travel business can capitalise on.