By As the travel industry rebounds from recent global challenges, Expedia Group has shed light on the key trends set to define the landscape in 2025. Leveraging data from over 25,000 travelers across 19 countries, the company’s “Unpack ’25” report reveals how media influence, shifting travel seasons, and evolving consumer preferences are driving significant changes in outbound tourism.
Media’s Growing Influence on Travel Choices
Social media platforms, television shows, and movies are playing an increasingly pivotal role in shaping travelers’ decisions. According to Expedia Group, two-thirds of travelers in 2025 will be influenced by their favorite media content when planning trips. This marks a 16% increase from the previous year, highlighting the expanding impact of digital and visual media on the tourism sector.
- Entertainment-Driven Destinations: Popular shows like “Emily in Paris” and “White Lotus” are inspiring viewers to visit filming locations, boosting local tourism.
- Influencer Partnerships: Collaborations with social media influencers are becoming a key marketing strategy for destinations aiming to attract younger travelers.
- Virtual Reality Previews: Enhanced use of VR to offer immersive previews of travel destinations is making it easier for travelers to choose their next getaway.
These trends indicate that the lines between entertainment and travel are blurring, with media content serving as a powerful catalyst for tourism growth.
Shifting Travel Patterns: Off-Season and Hidden Gems
A notable shift in travel behavior is emerging as nearly half of Australian travelers (40%) plan to travel during off-seasons to save on holiday costs and avoid crowded destinations. This “swapping seasons” trend is complemented by a 63% increase in travelers seeking out quieter, less-known destinations.
Table: Cost Comparison of Popular Destinations
| Destination | Peak Season Cost Increase | Off-Season Savings |
|---|---|---|
| Darwin | 20% | 122% cheaper in summer |
| Snowy Mountains | 25% | 151% cheaper in off-season |
| Sydney | 15% | 90% cheaper in winter |
| Melbourne | 18% | 110% cheaper in summer |
By targeting off-season travel, tourists can enjoy significant savings and a more relaxed experience, while destinations benefit from a more balanced influx of visitors throughout the year.
Culinary and Local Shopping Trends
Food and beverage continue to be major factors influencing travel decisions. Over half of Australian travelers (63%) are interested in booking accommodations that offer notable dining experiences, with 32% prioritizing hotels with seasonal menus. Additionally, 39% of travelers are inspired by TikTok to seek out specialty local goods, leading to increased visits to grocery stores and shopping for unique products.
- Local Culinary Experiences: Tourists are eager to indulge in regional specialties, such as Korean skincare products, Japanese confectionery, and Costa Rican coffee.
- Unique Shopping Opportunities: The allure of purchasing items that aren’t available at home drives a significant portion of shopping behavior during trips.
- Dining Excellence: High-quality dining options and innovative seasonal menus are becoming key differentiators for hotels and resorts.
These trends underscore the importance of integrating culinary and shopping experiences into travel packages to meet the evolving demands of modern travelers.
Emerging Markets and Future Outlook
Expedia Group’s research highlights Australia as a top destination for the growing Asian middle class, which is expected to reach 3.5 billion people by 2030. With 81% of mass-affluent Asian travelers prioritizing travel despite economic pressures, Australia remains a favored choice due to its diverse attractions and high-quality offerings.
Bullet Points: Key Insights from Emerging Markets
- High Travel Priority: A majority of Asian travelers consider travel essential, dedicating a significant portion of their income to international trips.
- Multiple Destinations: On average, mass-affluent Asian travelers plan to visit four destinations over a 10-day period, with Australia consistently ranking among the top choices.
- Investment in Tourism Infrastructure: Countries like Australia are investing in infrastructure and services to cater to the preferences of Asian travelers, enhancing their overall experience.
As the Asian middle class continues to grow, their increasing disposable income and desire for diverse travel experiences will drive further expansion of the outbound tourism market.
Technological Integration and Personalized Experiences
The report also emphasizes the role of technology in enhancing the travel experience. Expedia Group is committed to blending technology with travel to make journeys simpler and more enjoyable. Features like the One-Click Trip and Detour Destinations are designed to provide personalized and efficient travel planning, reflecting the company’s dedication to meeting the nuanced needs of modern travelers.
- Personalized Itineraries: Utilizing data-driven insights to tailor travel experiences to individual preferences.
- Seamless Booking Processes: Simplifying the booking journey with intuitive platforms and user-friendly interfaces.
- Enhanced Customer Support: Leveraging AI and machine learning to provide real-time assistance and support to travelers.
These technological advancements are set to transform how travelers interact with travel services, making the process more intuitive and tailored to their unique needs.