UNPACK ’27: EXPEDIA REVEALS THE TRAVEL TRENDS INSPIRING THE WORLD IN 2027

Expedia (EXPE) unveiled Unpack ’27, its annual report exploring destinations and travel experiences expected to shape travel in 2027.

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10/14/2026 - 08:00 AM EDT

New Expedia Group report identifies emerging travel trends set to shape 2027, from carefree getaways to emerging destinations and the new Set-Jetting forecast.

AUCKLAND, New Zealand--(BUSINESS WIRE)-- Expedia today unveiled Unpack ’27: The Trends in Travel™, the annual report exploring the destinations, experiences, and behaviours expected to shape travel in 2027.

Drawing on first-party insight from Expedia as well as global traveller research and social listening, Unpack ’27 reveals the new places drawing travellers 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, travellers 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 travellers can spend less time managing the details and more time enjoying the moments that matter.”

Expedia 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 travellers now report having booked a trip to a destination after seeing it featured in a TV show or movie.⁴

Nearly half of the travellers surveyed reported proactively researching or booking trips to destinations from upcoming TV shows and movies that haven’t even been released yet, rising to 57% among Gen Z and Millennials.⁴On social media, mentions of traveling to Miami increased by 64% year-over-year driven by the upcoming Miami Vice reboot.³

More than 25 years on, The Lord of the Rings remains the world's No.1 top set-jetting driver (27%), and with The Lord of the Rings: The Hunt for Gollum set to hit screens next year, New Zealand is primed for a fresh wave of set-jetting demand.⁴

Other titles on the 2027 forecast include Emily in Paris Season 6, The White Lotus Season 4, Heated Rivalry Season 2, Miami Vice ’85, K-Pop: The Debut, Beach Read, Day Drinker, and the Ocean’s Eleven prequel. These anticipated releases are putting destinations on travellers’ maps before the first episode or scene arrives. Learn more about Set-Jetting here.

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 traveller 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 recognised 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 — Travellers are reclaiming child-like joy with getaways built around play, spontaneity, and zero obligations. With Expedia data showing 57% of Kiwi travellers are likely to book an Un-Adulting trip in 2027,⁴ 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 (76%), a genuine break from responsibilities (61%), and want to relive childhood memories (39%).⁴

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

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

Notes to Editor

1. Destinations of the Year: Based on increases in flight and accommodation searches on Expedia from 1 September, 2025, to 27 July, 2026, vs. 1 September 1, 2024, to 27 July, 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 travellers 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 15 April to 30 June, 2026, versus the same period in 2025.

3. 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 1 March, 2026, to 10 June, 2026, compared to the same period the previous year.

Third Party Methodology:

4. 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 4 August, 2026, and 17 August, 2026, among 1,000 adult respondents across New Zealand, who are planning domestic or international travel in the next three years.

About Expedia

Expedia® is an all-in-one travel shop where travellers can plan and book everything they need for their trip while saving on flights, hotels, holiday homes, car rentals and activities.