Top travel trends and preferred vacation spots for 2025
In the upcoming year, travel is set to redefine itself, with a focus on mindful experiences and consciously embracing the essentials. This shift is reflected in the travel trend report, Unpack '25, from Expedia and Airbnb.
One of the most significant trends emerging is JOMO Travel (Joy of Missing Out), a counterpoint to FOMO (fear of missing out). This new travel trend emphasizes quiet seclusion and relaxation, with 85% of travelers seeking a JOMO vacation in a holiday home, especially among younger generations.
The fascination of exploring filming locations also continues to captivate travelers, offering an opportunity to immerse themselves in the world of their favourite characters. This trend, known as set-jetting, remains popular in 2025, with two-thirds of global travelers inspired by movies, TV, or streaming productions. In fact, 62% of global travelers have researched a travel destination after seeing it in a film or series, with 46% actively considering traveling there and 22% eventually booking the trip.
Dubai, Montana and Wyoming, New York, Cape Town, and Scotland are expected to be set-jetting hotspots in 2025, inspired by various films, series, and internal travel data.
Another trend shaping travel in 2025 is the pursuit of unique, regional products. 44% of global travelers and 46% of German vacationers search for such items unavailable or hard to find at home during their trips. This trend is particularly prevalent among Gen Z travelers, with 55% basing their travel decisions on trend products available in up-and-coming shopping metropolises like Dubai, Tokyo, and Seoul.
The allure of these shopping destinations extends beyond consumerism, as they are also emerging as cultural hubs. Detour destinations, lesser-known places near famous cities, are gaining popularity among travelers, with 63% making a detour to explore them. One such example is the former village of Vorderzinnwald near Fürstenau in Germany, which has been revitalized with a modern educational trail featuring historical stories and artifacts that visitors can explore interactively.
Nature continues to play a significant role in travel decisions, with The Northern Lights remaining the most sought-after natural event for 2025, with 61% of travelers wanting to experience it live. 80% of travelers place great value on accommodation with a direct view of a natural wonder, whether it's a hut in a Dark Sky Reserve, a beach house for sea turtle hatching, or a holiday home with fireflies glowing in the garden.
Experiential travel also continues to thrive, with coffee tours in Costa Rica, tea tastings in China, and matcha experiences in Japan among the most sought-after bookable experiences for goods getaways.
As we step into 2025, travel is set to be an exciting and transformative journey, offering unique experiences, cultural immersion, and a focus on mindful exploration.
