UNPACK '27: EXPEDIA, HOTELS.COM, AND VRBO REVEAL THE TRAVEL TRENDS INSPIRING THE WORLD IN 2027

The report combines platform search activity with traveler surveys to explore destination choices and trip styles for 2027.

Rhea-AI Summary

Expedia Group (EXPE) unveiled Unpack '27, its annual report identifying seven travel trends expected to shape travel in 2027. The report draws on Expedia, Hotels.com and Vrbo platform data, global traveler research and social listening.

The trends cover rising destination interest; playful adult getaways; frequent short breaks; atmospheric, Gothic-style hotels; hobby-focused vacation rentals; inland destinations; and travel inspired by television and films. South Lake Tahoe led Expedia's listed destinations with a 195% increase in flight and accommodation searches from September 1, 2025, to July 27, 2026, compared with the corresponding prior-year period. Hotels.com searches for one-night stays rose nearly 10% year over year. The report also found that nearly one in five surveyed travelers had booked a destination after seeing it in a television show or movie.

Key Figures

Travel trends identified: 7 trends One-night stay searches: Nearly 10% year over year increase One-night stay booking plans: 79% of travelers +4 more

Travel trends identified

7 trends

Unpack '27 report

One-night stay searches

Nearly 10% year over year increase

Hotels.com searches

One-night stay booking plans

79% of travelers

Planning to book in the coming year

Atmosphere-led hotel bookings

56% of travelers

Reported booking a hotel specifically for its atmosphere or aesthetic

Hobby-focused trip interest

68% of travelers

Likely to take a hobby-focused trip in 2027

Un-Adulting trip interest

57% of travelers

Likely to book an Un-Adulting trip in 2027

Global survey scope

26,000 adult respondents across 16 countries

Third-party research methodology

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New Expedia Group report identifies seven travel trends set to shape 2027, from one-night getaways and hobby-led trips to emerging destinations and the new Set-Jetting forecast.

SEATTLE, Oct. 14, 2026 /PRNewswire/ -- Expedia Group today unveiled Unpack '27: The Trends in Travel™, the annual report exploring the destinations, experiences, and behaviors expected to shape travel in 2027.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/expedia/9408851-en-expedia-hotels-com-vrbo-unpack-27-travel-trends

Drawing on first-party insight from Expedia, Hotels.com, and Vrbo, as well as global traveler research and social listening, Unpack '27 reveals the new places drawing travelers in 2027 and some surprising things they're doing when they get there.

"Travel is about creating memories, and Unpack '27 uncovers the destinations and experiences shaping those moments," said Ariane Gorin, CEO of Expedia Group. "In 2027, travelers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them. We're making it easier to discover, plan, and book the right trip, so travelers can spend less time managing the details and more time enjoying the moments that matter."

Expedia Trends

2027 Destinations of the Year — Expedia's Destinations of the Year showcases some of 2027's fastest-growing travel destinations, using real search data to track where traveler interest is climbing:

• 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, New South Wales, Australia ✓ (+35%)
• Niagara-on-the-Lake, Canada (+35%)
• Chichester, U.K. ✓ (+30%)¹

Checkmarks designate locations recognized by Expedia's Smart Travel Health Check framework for managing tourism responsibly without overcrowding. Learn more about the Destinations of the Year and Expedia's Smart Travel Health Check here.

Un-Adulting — Travelers are reclaiming child-like joy with getaways built around play, spontaneity, and zero obligations. With Expedia data showing 57% of travelers are likely to book an Un-Adulting trip in 2027,⁷ theme park events just for grown-ups, immersive attractions, and nostalgic experiences are becoming the ingredients for a genuine break from being an adult. Un-Adulting trips are about wanting a carefree day (69%), quality time with loved ones (64%), and a genuine break from responsibilities (56%).⁷

Among the Un-Adulting experiences to try in 2027 are Tokyo Disneyland, Tokyo, Japan; Color Factory Chicago, Chicago, U.S.; Park Xcaret, Cancun, Mexico; and Gold Coast: Dreamworld. See the full list of Un-Adulting experiences here.

Hotels.com Trends

Trip Snacking — In addition to saving for one big annual vacation, travelers are fitting more frequent, bite-sized breaks into busy lives, with searches on Hotels.com for one-night stays up nearly 10% year over year.³ Quick getaways, they say, are for celebrating a milestone (34%), seeing a show (32%), and resetting between longer trips (28%).⁷

Evidence shows that Trip Snacking is fast becoming the default way younger travelers get away. While 79% of travelers say they're planning to book a one-night stay in the coming year, that figure climbs to 83% among Gen Z and Millennials.⁷

A few of the most searched destinations for Trip Snacking in 2027 are Las Vegas, U.S.; Montreal, Canada; London, U.K.; Tokyo, Japan; and Paris, France.³ Learn more about Trip Snacking and see the full list of top destinations here.

Gothic Getaways — The hotel stay is becoming an experience in its own right, with Hotels.com finding 56% of travelers having booked a hotel specifically for its atmosphere or aesthetic.⁷ Gothic Getaways are especially popular among Gen Z and Millennials, with 71% reporting a desire to stay in Gothic-style property.⁷ Among travelers interested in booking a Gothic-style hotel, the leading motivations are historic properties with a storied past (46%) and destinations steeped in folklore, legend, or the supernatural (35%).⁷

Gothic architecture, candlelit corridors, dark color palettes, and properties steeped in history are redefining the idea of atmosphere, while demand for castle properties on Hotels.com increased 20% globally year over year⁴ — proving that where travelers stay can be as memorable as where they go.

Top properties for Gothic Getaways include L'oscar London, London, U.K.; Maison Métier, New Orleans, U.S.; L'Escape, Seoul, South Korea; and the Grand Hôtel Stockholm, Stockholm, Sweden. Find out more about Gothic Getaways and the hotels that embody the trend here.

Vrbo Trends

Hobby Hubs — For a growing number of travelers, trip planning starts with a passion rather than a destination, with Vrbo research showing 68% are likely to take a hobby-focused trip in 2027.⁸ Vacation rentals are becoming gathering places for crafting weekends, photography retreats, board-game nights, birding trips, and antiquing escapes with 38% of travelers saying hobbies play a bigger role in how they travel compared to five years ago.⁸

Connection is key for those looking to engage in hobby holidays. The leading motivations for booking a Hobby Hub are enjoying a hobby in a new setting (41%), spending time with people who share similar interests (41%), and disconnecting from day-to-day distractions (34%).⁸ Hobby Hubs bring people together around the activities they love, creating space to connect and enjoy those passions in a new setting.

Some great vacation rentals for Hobby trips include The Puzzler's Retreat, Tucson, Arizona, U.S.; The Crafting Cottage, St. Peter's Harbour, PEI, Canada; The Birding Nest, Telluride, Colorado, U.S.; and The Bushwalker's Basecamp, Winchelsea South, Victoria, Australia. See the full list of Hobby Hubs here.

Heartland Hideouts — Beach and mountain getaways may be the first destinations that come to mind when considering vacation home rentals, but Vrbo has seen dramatic growth in interest for landlocked destinations. Searches rose most sharply for Bentonville, Arkansas (+140%); Deadwood, South Dakota (+120%); and Lincoln, Nebraska (+120%), with Knoxville, Lancaster, and Canmore, Canada also gaining ground.⁵ These smaller cities, college towns, and lakeside escapes offer local character, cultural energy, outdoor access, and a slower pace away from the usual coastal hotspots.

Nearly 65% of travelers have gone on vacation to non-coastal destinations in the past 12 months, with the top driver for visiting landlocked locales being interest in the local culture, food, and art scenes, followed by a desire for exploration, fewer crowds, and affordability.⁸ Find all the top Heartland Hideouts here.

Expedia Group Trends

Set-Jetting — Five years after Expedia Group first named Set-Jetting as a travel trend, screen-inspired travel continues to turn fictional worlds and filming locations into real-world itineraries. Nearly 1 in 5 travelers now report having booked a trip to a destination after seeing it featured in a TV show or movie.⁷

Nearly half of the travelers surveyed reported proactively researching or booking trips to destinations from upcoming TV shows and movies that haven't even been released yet, rising to 58% among Gen Z and Millennials.⁷ Searches for Monaco on Expedia Group properties spiked by over 120% in the 30 days after Emily in Paris Season 6 was confirmed to be filming there. And on social media, mentions of traveling to Miami increased by 64% year-over-year driven by the upcoming Miami Vice reboot.⁶

The 2027 forecast includes Emily in Paris Season 6, The White Lotus Season 4, Heated Rivalry Season 2, The Lord of the Rings: The Hunt for Gollum, Miami Vice '85, K-Pop: The Debut, Beach Read, Day Drinker, and the Ocean's Eleven prequel. These anticipated releases are putting destinations on travelers' maps before the first episode or scene arrives. Learn more about Set-Jetting here.

To learn more about Unpack '27: The Trends in Travel™, visit www.expedia.com/newsroom for the full report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.

Notes to Editor

1. Destinations of the Year: Based on increases in flight and accommodation searches on Expedia from September 1, 2025, to July 27, 2026, vs. September 1, 2024, to July 27, 2025.
   
   A checkmark denotes destinations that meet the Smart Travel Health Check framework, aligned with World Travel & Tourism Council (WTTC) principles. The Smart Travel Health Check helps travelers identify destinations that offer rich cultural and natural experiences without the overcrowding seen in many of the world's most popular cities.
   
   
2. Un-Adulting: Social media data based on mentions of "Un-Adulting," "carefree travel," and similar terms on X, Reddit, Instagram, TikTok, and Facebook from April 15 to June 30, 2026, versus the same period in 2025.
   
   
3. Trip Snacking: Based on searches on Hotels.com for one-night stays with a check-in between Thursday and Sunday from September 1, 2025, to August 25, 2026, vs. September 1, 2024, to August 25, 2025.
   
   Social mentions of 24-hour getaways based on mentions of "one-night stays" and similar terms on online news outlets, blogs, and social channels including X, Reddit, Instagram, TikTok, and Facebook.
   
   
4. Gothic Getaways: Based on global accommodations searches made on Hotels.com from May 7 to August 4, 2026, vs. May 7 to August 4, 2025.
   
   Social media data based on mentions of gothic aesthetics, castles, gothic architecture, and related dark-travel terms on online news outlets, blogs, and social channels including X, Reddit, Instagram, TikTok, and Facebook.
   
   Castle-property demand is based on Hotels.com searches from September 1, 2025, to July 27, 2026, versus September 1, 2024, to July 27, 2025.
   
   
5. Heartland Hideouts: Based on vacation rental searches on Vrbo from September 1, 2025, to May 31, 2026, versus September 1, 2024, to April 30, 2025.
   
   
6. Set-Jetting: Search data based on accommodation, flight, and/or package searches on Expedia Group brands in the 30 days after relevant title or filming announcements versus the prior 30 days.
   
   Social media data based on mentions of the shows/films along with travel terms on online news outlets, blogs, and social channels including X, Reddit, Instagram, TikTok, and Facebook from March 1, 2026, to June 10, 2026, compared to the same period the previous year.
   
   Third Party Methodology:
   
   
7. Third-party research was conducted by market research company OnePoll in accordance with the Market Research Society's code of conduct. The study was conducted online between August 4, 2026, and September 1, 2026, among 26,000 adult respondents across 16 countries, who are planning domestic or international travel in the next three years. 
8. Third-party research was conducted by market research company OnePoll in accordance with the Market Research Society's code of conduct. The study was conducted online between August 3, 2026, and August 27, 2026, among 10,000 adults across seven countries who have stayed in a vacation rental. 

About Unpack '27

Q: What is Unpack '27? 
A:Unpack '27 is Expedia Group's annual global travel insights report, built on years of trend forecasting and traveler behavior analysis. It draws on first-party data from Expedia, Hotels.com, and Vrbo, along with insights from 26,000 travelers globally across 16 countries, making it one of the most comprehensive travel trend reports in the industry. 

Q: What makes Unpack '27 a credible source for travel trends? 
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society's Code of Conduct. Its findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travelers alike. 

Q: What is the Smart Travel Health Check and how is it used in Unpack '27? 
A: Expedia's Smart Travel Health Check assesses destinations based on the World Travel and Tourism Council's (WTTC) six principles for sustainable tourism management. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. Destinations without a check mark may not yet meet or have measurable data for all six principles; however, they still offer rich travel experiences. Their inclusion reflects Expedia's commitment to showcasing a diverse range of destinations while encouraging progress toward sustainable tourism.  

Q: How are destinations evaluated for the Smart Travel Health Check? 
A: The Smart Travel Health Check indicates that a destination has been assessed against six key principles to ensure responsible and resilient tourism. These include having stewardship bodies with legitimacy and funding, a shared vision with local communities, data-driven planning, smart monitoring systems, transparent reinvestment of tourism revenue, and meaningful empowerment of residents. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. To read more about WTTC's research, visit reasearchhub.wttc.org.

Q: What are the latest travel trends for 2027? 
A: The Unpack '27 report spotlights several major trends shaping travel in 2027: 

• 2027 Destinations of the Year: destinations with the fastest-growing search interest
• Set-Jetting: travel inspired by television shows and films
• Un-Adulting: playful, carefree getaways for adults
• Trip Snacking: frequent one-night stays and short getaways
• Gothic Getaways: stays chosen for a moody or dramatic atmosphere
• Hobby Hubs: vacation rentals organized around shared interests
• Heartland Hideouts: inland destinations with local culture and charm

Q: What destinations are trending for 2027?
A: The 2027 Destinations of the Year are Expedia's list of some of the fastest-growing travel locations based on flight and accommodation search interest from the millions of daily visits to the Expedia site and app. The 2027 Destinations of the Year are:

• South Lake Tahoe, California, U.S.
• Holbox, Mexico
• Hyogo, Japan
• Perugia, Italy
• Punta del Este, Uruguay
• The Tweed, New South Wales, Australia
• Sedona, Arizona, U.S.
• Niagara-on-the-Lake, Canada
• Busan, South Korea
• Chichester, U.K.

Q: What are the best adult-only vacations?
A: Adult-only vacations, or Un-Adulting as Expedia calls it, are trips built around playful getaways, like adults-only cruises and theme parks, that reawaken childlike joy, with one rule: zero obligations. The top Un-Adulting activities and destinations are:

• Tokyo Disneyland — Tokyo, Japan
• Universal Studios Hollywood — Los Angeles, U.S.
• Color Factory Chicago — Chicago, U.S.
• Park Xcaret — Cancun, Mexico
• Princess Senses The Mangrove Resort — Green Island, Jamaica
• Virgin Voyages — Miami, U.S.
• Walt Disney World Resort — Orlando, U.S.
• Gold Coast: Dreamworld — Gold Coast, Australia
• Museum of Ice Cream — New York, U.S.

Q: What are the best weekend getaways?
A: Trip Snacking is the Hotels.com-identified trend of taking frequent one-night stays and weekend getaways instead of saving up for one big annual vacation. The top locations for Trip Snacking are:

• Las Vegas, U.S. — Wynn Las Vegas
• Paris, France — Hotel Montalembert
• Montreal, Canada — Hotel Birks Montreal
• Copenhagen, Denmark — Hotel Sanders
• London, U.K. — The Zetter Bloomsbury
• Stockholm, Sweden — Stockholm Stadshotell
• New York, U.S. — Public, Ian Schrager Hotel
• Seoul, South Korea — The Grand Lotte Seoul
• Tokyo, Japan — The Tokyo Station Hotel
• Sao Paulo, Brazil — Palacio Tangara, Oetker Hotels

Q: What are Gothic Getaways?
A: Gothic Getaways are Hotels.com's chosen stays for moodier, more dramatic atmosphere — think castle hotels, candlelit corridors, and dark color-drenched rooms. The top hotels for Gothic Getaways are:

• The Bowery Hotel — New York, U.S.
• L'oscar London — London, U.K.
• Maison Métier - The Unbound Collection by Hyatt — New Orleans, U.S.
• L'Escape — Seoul, South Korea
• Grand Hôtel Stockholm — Stockholm, Sweden
• Hotel Grad Otočec Relais & Châteaux — Otočec, Slovenia
• Sina Brufani — Perugia, Italy
• Fairmont Le Château Frontenac — Québec City, Canada
• Santa Teresa Hotel — Rio de Janeiro, Brazil
• Hotel de la Cité Carcassonne — Carcassonne, France

Q: What are the best travel destinations for engaging in hobbies?
A: Vrbo's Hobby Hubs are vacation rentals booked around a specific hobby, like crafting, photography, mahjong, or antiquing, so travelers can connect with others who share their interests. The top vacation rentals for enjoying hobbies are:

• The Puzzler's Retreat — Tucson, Arizona, U.S.
• The Crafting Cottage — St. Peter's Harbour, PEI, Canada
• The Antiquing Villa — Palm Springs, California, U.S.
• The Play House — Calgary, Alberta, Canada
• The Birding Nest — Telluride, Colorado, U.S.
• The Bushwalker's Basecamp — Winchelsea South, Victoria, Australia
• The Stargazing Lodge — Big Bend, Texas, U.S.
• The Photography Maison — New Orleans, Louisiana, U.S.

Q: What are the best rural or small-town getaways?
A: Vrbo's Heartland Hideouts are inland, landlocked destinations, like college towns and lakeside escapes that offer emerging local culture and charm away from crowded coastal spots. The top small-town getaways are:

• Bentonville, Arkansas, U.S.
• Deadwood, South Dakota, U.S.
• Lincoln, Nebraska, U.S.
• Knoxville, Tennessee, U.S.
• Lancaster, Pennsylvania, U.S.
• Canmore, Alberta, Canada
• Broken Bow, Oklahoma, U.S.
• Coeur d'Alene, Idaho, U.S.
• Asheville, North Carolina, U.S.
• Ann Arbor, Michigan, U.S.
• Lafayette, Louisiana, U.S.
• Bloomington, Indiana, U.S.
• Winnipeg, Manitoba, Canada

Q: What is Set-Jetting?
A: Set-Jetting is travel inspired by TV shows and movies in which travelers visit destinations after seeing them on screen. Nearly 1 in 5 travelers globally have booked a trip this way. The top Set-Jetting locations are:

• Greece — Emily in Paris Season 6
• Monaco — Emily in Paris Season 6 & Ocean's Eleven prequel
• Cannes and Saint-Tropez, France — The White Lotus Season 4
• Toronto and Montreal, Canada — Heated Rivalry Season 2
• Wellington, New Zealand — The Lord of the Rings: The Hunt for Gollum
• Miami, U.S. — Miami Vice '85
• Seoul, South Korea — K-Pop: The Debut
• Lake Michigan, U.S. — Beach Read
• Tenerife, Spain — Day Drinker

Q: Where can I access the full Unpack '27 report and assets? 
A: Visit www.expedia.com/newsroom for the full Unpack '27 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo. 

About Expedia Group

Expedia Group, Inc. (NASDAQ: EXPE) is the global travel marketplace with one purpose: to help travelers explore the world, one journey at a time. Its ecosystem includes Expedia®, Hotels.com® and Vrbo®, the largest B2B travel business and a premier advertising network. Expedia Group helps millions of travelers in more than 70 countries explore the world with confidence and ease.

 

 

 

 

 

 

 

View original content:https://www.prnewswire.com/news-releases/unpack-27-expedia-hotelscom-and-vrbo-reveal-the-travel-trends-inspiring-the-world-in-2027-302907800.html

SOURCE Expedia Group

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What travel trends does Expedia Group's Unpack '27 report identify for 2027?

The report identifies seven trends: Destinations of the Year, Un-Adulting, Trip Snacking, Gothic Getaways, Hobby Hubs, Heartland Hideouts and Set-Jetting. They span growing destination interest, playful adult trips, short stays, atmospheric hotels, hobby-led rentals, inland travel and screen-inspired destinations.

How was the traveler research for Expedia Group's Unpack '27 conducted?

OnePoll conducted two online surveys under the Market Research Society's code of conduct. One surveyed 26,000 adults across 16 countries from August 4 to September 1, 2026, who planned travel within three years. The other surveyed 10,000 adults across seven countries from August 3 to August 27, 2026, who had stayed in a vacation rental.

What do the destination checkmarks in Expedia's Unpack '27 report mean?

Checkmarks identify destinations recognized under Expedia's Smart Travel Health Check, aligned with six World Travel and Tourism Council principles for sustainable tourism management. Expedia says destinations without a checkmark may not yet meet, or have measurable data for, all six principles.