Expedia Unveils ‘Unpack ’27’ Travel Trends Report

Expedia Group has released Unpack ’27: The Trends in Travel™, highlighting travel behaviors and destinations expected to shape tourism in 2027. The report is based on Expedia Group booking data, insights from 26,000 travelers across 16 countries, and social media listening. Seven major travel trends were identified, including Un-Adulting, Trip Snacking, Gothic Getaways, Hobby Hubs, Heartland Hideouts, and Set-Jetting.

2027 Destinations of the Year
Top trending destinations based on search growth:
- South Lake Tahoe, California (+195%)
- Hyogo, Japan (+95%)
- Punta del Este, Uruguay (+65%)
- Sedona, Arizona (+55%)
- Busan, South Korea (+50%)
- Holbox, Mexico (+45%)
- Perugia, Italy (+35%)
- The Tweed, Australia (+35%)
- Niagara-on-the-Lake, Canada (+35%)
- Chichester, UK (+30%)

Un-Adulting: Travel for Childlike Joy
- 57% of travelers are likely to book an "Un-Adulting" trip in 2027.
- Popular among Gen Z and Millennials, with 71% expressing interest.
- Focuses on carefree experiences such as theme parks, nostalgic activities, and adult-only attractions.
Key motivations:
- Taking a break from responsibilities (56%)
- Spending quality time with loved ones (64%)
- Enjoying carefree experiences (69%)

Trip Snacking: One-Night Getaways
- Searches for one-night stays have risen nearly 10% year-over-year.
- 79% of travelers plan to book a one-night trip in 2027.
Main reasons include:
- Celebrating milestones (34%)
- Attending concerts and sporting events (32%)
- Quick breaks between longer vacations (28%)
- Popular destinations include Las Vegas, Paris, Montreal, London, Seoul, and Tokyo.

Gothic Getaways
- Travelers are increasingly seeking dramatic and atmospheric stays.
- 65% of respondents are interested in staying at Gothic-style hotels.
- Demand for castle properties increased by 20% globally.
- Popular Gothic destinations include London, New York, Seoul, Stockholm, Perugia, and Québec City.

Hobby Hubs
- 68% of travelers are interested in hobby-focused trips.
Leading reasons include:
- Enjoying hobbies in new settings (41%)
- Connecting with like-minded people (41%)
- Disconnecting from daily routines (34%)
- Popular hobby themes include photography, crafting, stargazing, puzzles, and antiquing.

Heartland Hideouts
- Focuses on landlocked destinations offering culture, affordability, and fewer crowds.
- Nearly 65% of travelers visited non-coastal destinations in the past year.
Fastest-growing destinations include:
- Bentonville, Arkansas (+140%)
- Deadwood, South Dakota (+120%)
- Lincoln, Nebraska (+120%)
- Knoxville, Tennessee (+90%)
- Lancaster, Pennsylvania (+60%)

Set-Jetting Continues to Grow
- Nearly one in five travelers have booked trips inspired by television shows or movies.
- Almost half of travelers research destinations featured in upcoming productions before release.
Trending set-jetting destinations include:
- Greece and Monaco (inspired by Emily in Paris)
- Cannes and Saint-Tropez (The White Lotus)
- Miami (Miami Vice ’85)
- Seoul (K-Pop: The Debut)
- Wellington (The Lord of the Rings: The Hunt for Gollum)

Industry Outlook
- According to Expedia Group CEO Ariane Gorin, travelers in 2027 are becoming more intentional, seeking experiences that are personal, meaningful, and aligned with their interests.
- The report highlights growing demand for experiential travel, niche interests, short breaks, and destination-inspired journeys.