Hobbies, Hotel Atmosphere, and Carefree Escapes Shape Expedia’s 2027 Outlook
Expedia’s annual forecast highlights rising destinations and growing interest in trips shaped by personal passions, playful experiences, and distinctive places to stay.
Photo: Sergio Arteaga / Unsplash
South Lake Tahoe leads Expedia’s list of destinations gaining momentum for 2027, as the company’s latest travel forecast finds travelers seeking carefree experiences, trips built around hobbies and hotels with a distinctive atmosphere.
Released yesterday, Expedia Group’s annual Unpack ’27 report draws on data from Expedia, Hotels.com, and Vrbo, alongside traveler research, to identify seven trends shaping vacation planning.
Searches for South Lake Tahoe rose 195% year over year, followed by Hyogo, Japan, up 95%, and Punta del Este, Uruguay, up 65%. Sedona, Arizona, and Busan, South Korea, rounded out the top five, up 55% and 50%, respectively. Holbox, Mexico; Perugia, Italy; The Tweed, Australia; Niagara-on-the-Lake, Canada; and Chichester, United Kingdom, rounded out the list.
Six destinations—Hyogo, Sedona, Busan, Perugia, The Tweed, and Chichester—also earned recognition under Expedia’s Smart Travel Health Check, which assesses destination stewardship and tourism management.
Beyond where travelers are going, the report examines what they want to do: Expedia calls one trend “Un-Adulting”: grown-up getaways centered on playful, childlike activities. Some 57% of travelers say they are likely to book such a trip in 2027, rising to 71% among Gen Z and Millennials.
Shared interests are another motivator. Vrbo found that 68% of travelers are likely to take a hobby-focused trip in 2027, with examples ranging from birding and stargazing to crafting and board games. (These interests could be a useful starting point for advisors to match clients with accommodations and experiences.)
Hotel atmosphere is also influencing decisions. Hotels.com reports that 56% of travelers have booked a hotel specifically for its atmosphere. Its “Gothic Getaways” selections include L’oscar London, Maison Métier in New Orleans, and Fairmont Le Château Frontenac in Québec City. Other trends include frequent short escapes, which Hotels.com terms “Trip Snacking,” and growing interest in inland destinations. Vrbo searches for Bentonville, Arkansas, rose 140%, while Deadwood, South Dakota, increased 120%.
The findings give advisors several ways to begin the 2027 planning conversation: a destination gaining attention, a hotel that sets the mood, or an itinerary built around something a client already loves.
