The Unpack ’25 report by Expedia Group has landed… and it’s dishing up some intriguing trends that’ll shape how we pack our bags and plot our journeys next year.
The Unpack ’25 report leverages first-party data from Expedia brands, including Expedia, Wotif and Stayz, as well as a global survey of 25,000 travellers across 19 countries, including Australia. So let’s dive into the top insights and review what’s on the horizon for travellers in 2025.
Goodbye crowds, hello hidden gems
The report reveals that nearly two-thirds (63%) of travellers are looking to explore lesser-known spots rather than sticking with the usual suspects. Expedia calls these Detour Destinations. Think Tokyo as your gateway, but then venturing somewhere like Fukuoka.
Or, for those in Paris, taking a quick train ride to the Champagne region instead of solely snapping selfies with the Eiffel Tower.
“With the Olympics and with Emily in Paris, it [Paris] is extremely popular, and Paris will always be one of those main destinations, but we’re actually starting to see travellers wanting to experience something different,” Expedia Group Senior Director for Oceania Darren Karshagen told guests, including Karryon, at a recent preview of Unpack ’25 in Sydney.
“And with these destinations all within an hour’s drive or an hour’s train trip, it really opens up a key to a destination.”
Another example, he adds, is tacking on New Zealand’s Waikato region to a trip to Auckland.
Souvenir shopping gets a refresh
Forget the snow globes and fridge magnets; 2025 will be about the hunt for unique local treasures you can’t find at home.
According to Expedia’s survey, two in five (39%) travellers are swinging by local grocery stores and nearly half (44%) are picking up items that they simply must take home.
From Japan’s quirky snacks to South Korea’s beauty products, travellers are swapping touristy trinkets for local treats. And it’s not just about the knick-knacks.
“What can’t you get at home that you need to take home with you?” Darren says.
“And so we see, particularly with Gen Z, is that people are really combining their attractions and where they want to explore, with visiting the local grocery store or the local supermarket – really trying to find that local delicacy that they really want to make sure that they experience.”
Because why not add a dash of local flavour to your suitcase, literally?
Stretching budgets without skimping
While the cost of living continues to pinch, Aussies aren’t letting that stop them from exploring – they’re just getting craftier about it, Karshagen says.
For instance, two in five (40%) Aussie travellers are shifting their trips to the off-season, taking advantage of lower prices and fewer crowds.
Like in Cairns. While it’s a hot ticket in the winter, a summer visit brings a much quieter vibe – and around 22% off accommodation, according to Wotif data. And in the Snowy Mountains, you could swap the ski slopes for incredible hiking trails in the warmer months.
Booking a table with a bed
Top-notch dining options are also climbing up travellers’ wish lists.
Nearly two in three (63%) Aussies are booking accommodation with a “notable” dining experience in mind, turning their stay into a culinary adventure.
Hotels are also upping their game, with rotating seasonal menus keeping things fresh and enticing repeat visits. One in three (32%) Aussies say a seasonal menu would attract them to a hotel. So it’s not just about the pillows anymore – it’s also about the plates.
JOMO (Joy of Missing Out)
According to Stayz data, many travellers are now embracing the ‘joy of missing out’ (JOMO) with peaceful, secluded getaways.
And Aussies are leading the charge, with most (86%) saying a quiet escape reduces stress, while nearly half see it as a way to reconnect with family. Think classic beach houses, cosy farm stays or holiday homes nestled in wine regions where wi-fi is spotty.
“A lot of these travellers are not looking to leave the property. They actually just want to stay there and disconnect,” says Karshagen.
Set-jetting is here to stay
While the role of the travel influencer has risen, TV shows and movies are holding their own when it comes to inspiring vacations. From Emily in Paris to Yellowstone, these screen-driven destinations are making waves.
With two in three (66%) people citing TV and movies as a key influence, it’s clear that the allure of set-jetting isn’t fading anytime soon.
Darren adds that “36% of travellers said that TV and films are more influential for next year than what they were for this year”.
Chasing natural wonders
On the international front, travellers are gravitating toward destinations that offer awe-inspiring natural phenomena, from the Northern Lights to sea turtle hatchings. And they want to do it without stepping too far from their doorstep.
“80% of travellers say that they will select a holiday home that will have a great viewing spot [of natural phenomena],” Karshagen adds. “They want to view it from that house.”
Does any of this ring true for you?
