What’s Motivating Travelers in 2025?

As a new year quickly approaches, group travel professionals have their sights set on the future and what it takes to be successful in 2025. But what's got travelers feeling excited to hit the road in 2025? Come along as we find out.

Expedia Group's Unpack '25 examined what's motivating travelers and where they will go next year. The annual data-driven outlook "unpacks" the eight noteworthy travel trends for 2025, thanks to data from Expedia, Hotels.com and Vrbo.

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

TREND 1: DETOUR DESTINATIONS
In the next year, it's anticipated that travelers will continue to visit tried-and-true tourist destinations, but will now add in some detours. According to the data, 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 searches:

• 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)

TREND 2: GOODS GETAWAYS
TikTok has inspired travelers 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 candy, travelers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods. 39% of travelers visit grocery stores or supermarkets while traveling, and 44% shop for local goods they can't get at home.

TREND 3: ALL-INCLUSIVE ERA
Today's all-inclusives are attracting Gen Zers who are looking for stress-free stays and a good deal. One-third of Gen Z travelers said their perception of all-inclusive hotels has changed for the better and 42% say an all-inclusive resort would be their preferred hotel type. The top three reasons Gen Z is embracing their All-Inclusive Era are minimal stress (41%), ease of booking (39%), and because staying at all-inclusive hotels feels luxurious (38%).

TREND 4: HOTEL RESTAURANT RENAISSANCE
Travelers are seeking standout hotel dining experiences. Positive reviews about hotel restaurants, chefs and bars increased by 40% year over year on Hotels.com, while nearly a third of travelers say room service from a famous hotel restaurant would make them more likely to book. In addition, 31% say restaurant tables reserved exclusively for hotel guests would be their top reason.

TREND 5: JOMO TRAVEL
Travelers are predicted to embrace JOMO: the joy of missing out. This simply means doing less on vacation to escape the hustle and bustle of everyday life and boosting relaxation and reconnection. Two-thirds (62%) of travelers say these types of trips reduce stress and anxiety, and nearly half say that it enhances quality time with loved ones. The top vacation rental amenities JOMO Travelers are seeking are pools, tranquil gardens, hot tubs and porches with a view.

TREND 6: THE PHENOMENA-LIST
The total solar eclipse in 2024 saw droves of travelers booking private vacation homes along the path of totality, proving that seeing natural phenomena in real life is a priority for many. 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.

Vrbo handpicked these natural phenomena that travelers 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 near Melbourne, 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

TREND 7: SET-JETTING FORECAST
From bingeworthy streaming shows to reality TV, travelers continue to turn 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 travelers say movies, streaming services and TV shows have influenced their travel choices, a 16% increase from last year. Set-Jetting standouts include:

• 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"

TREND 8: ONE-CLICK TRIPS
With lower-budget items being booked with a single click on platforms like TikTok and Instagram, it's easy to see how travelers are starting to want the same with trips. Half of consumers say they've wanted to book a trip they saw on their social feeds, but cited time and complexity as the primary barriers. In response, Expedia recently launched travel industry-first shoppable storefronts curated by social media creators, tastemakers and brands with more than 100 Travel Shops live on the Expedia app.

See the report in its entirety at Expedia Group.

Courtesy of Groups Today.