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.
UNPACK ’27: EXPEDIA, HOTELS.COM, AND VRBO REVEAL THE TRAVEL TRENDS INSPIRING THE WORLD IN 2027
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Destinations of the Year – South Lake Tahoe
Un-Adulting
Trip Snacking
Gothic Getaways
Hobby Hubs
Heartland Hideouts
Set-Jetting
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:
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
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
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.
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
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.
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.
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.
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.
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.
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:
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.
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:
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:
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:
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:
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:
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:
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:
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.
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