A new Expedia Group report has revealed the fastest-growing travel destinations and the latest travel trends.
Expedia’s annual report, Unpack ‘27: The Trends in Travel, explores the destinations, experiences, and behaviours expected to shape travel in 2027.
Set-Jetting and Un-adulting have been identified as two of the biggest trends among travellers for next year.
Set-Jetting is screen-inspired travelling that turns fictional worlds and film locations into real-world adventures. Nearly 1 in 5 travellers now report having booked a trip to a destination after seeing it featured in a TV show or movie.
The Lord of the Rings has remained the top set-jetting driver for about 25 years, and with another instalment in the franchise, The Hunt for Gollum, due to be released next year, numbers are expected to grow.
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.
On social media, mentions of travelling to Miami increased by 64% year-over-year, driven by the upcoming Miami Vice reboot.
Un-adulting holidays are 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, theme park events just for grown-ups, immersive attractions, and nostalgic experiences are becoming the ingredients for a genuine break from being an adult.
Finally, the fastest-growing travel destinations range from the resort city of South Lake Tahoe in California to the historic cathedral city of Chichester in the UK.
- 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%)
Expedia Group Chief Executive Ariane Gorin said travel is about creating memories, and Unpack ’27 uncovers the destinations and experiences shaping those moments.
“In 2027, travellers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them,” said Gorin.
“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.”
