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UNPACK ’27: EXPEDIA AND STAYZ REVEAL THE TRAVEL TRENDS INSPIRING THE WORLD IN 2027

EXPE
  • Expedia Group released its annual "Unpack '27" report predicting five key travel trends for 2027 based on search data & global research.
  • Five locations are identified as 2027 Destinations of the Year with the highest search growth: South Lake Tahoe (+195%), Hyogo (+95%), Punta del Este (+65%), Sedona (+55%), & Busan (+50%).
  • Checkmarks on the destination list indicate sites recognized by the Smart Travel Health Check framework for responsible tourism & reduced overcrowding.
  • The "Un-Adulting" trend involves carefree getaways focused on play & nostalgia, with 50% of Australian travellers likely to book such trips in 2027.
  • Set-Jetting continues to drive travel, as nearly one in five travellers book trips after seeing locations in films or TV shows.
  • 57% of Gen Z & Millennials plan trips to destinations from upcoming unreleased media, with New Zealand primed for demand due to "The Lord of the Rings: The Hunt for Gollum".
  • The "Hobby Hubs" trend sees 88% of travellers likely to take trips centered on passions, with hobby rentals serving as gathering places for activities like photography & birding.
  • "Heartland Holidays" reflect a shift toward inland destinations, with searches for Canberra (+55%), Crackenback (+45%), & Mount Hotham (+40%) rising sharply.
  • 57% of travellers visited non-coastal destinations in the past 12 months, driven by interest in local culture, food, art, & affordability.
  • Data sources include Expedia search metrics from September 2025 to July 2026, Stayz rental searches from September 2025 to May 2026, & third-party OnePoll surveys conducted in August 2026.