Social media, television shows and movies are set to have an even greater influence on travellers’ trip choices in 2025, according to the latest data from global travel technology company Expedia Group.
The group’s data-driven travel outlook for the year ahead, Unpack ’25, released on Thursday, shows that two-thirds of travellers are influenced by movies, streaming services and TV shows, such as “Emily in Paris” and “White Lotus”, representing a 16% increase from last year.
Based on insights from 25,000 travellers across 19 countries, the report also found that travellers will be “swapping seasons” with nearly half (40%) of Australians saying they would travel in the off season to save on their holiday and avoid crowds.
The report found accommodation in Darwin is up to 122% cheaper in summer than winter, with the Snowy Mountains up to 151% cheaper in the off-season (summer).
Many (63%) are also planning to take a detour from tourist hotspots to quieter and better value destinations that are less well known.
Food and beverage continues to be a major factor influencing travellers with over half (63%) of Australians interested in booking a hotel with a notable dining experience, and 32% saying hotel restaurants with a changing seasonal menu would be their top reason to book.
TikTok has also inspired travellers to seek out specialty local goods during their trips, with 39% of travellers visiting grocery stores or supermarkets and 44% shop for local goods they can’t get at home.
Korean skincare products, Japanese confectionary and matcha products, Costa Rica coffee and tea tastings in China are among the most sought-after goods and experiences.
Destinations that offer an escape from the hustle and bustle of daily life such as cosy farmhouses or classic beach houses are in high demand as travellers seek to boost relaxation and reconnection. Two-thirds (86%) of Australians say these types of trips held to reduce stress and anxiety.
Expedia Group CEO, Ariane Gorin, said the report provides an opportunity to unpack what travellers are looking for.
“Expedia Group continuously works to blend technology with travel, making journeys simpler and more enjoyable,” she said.
“The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating.
“From this year’s trends, I’m eager to book a One-Click Trip and visit some Detour Destinations for my next holiday.”
Australia a top destination for Asia’s growing middle class
Further Expedia Group research released recently found that Australia remains a priority market for the growing Asian middle class – which is expected to reach 3.5 billion people and make up two-thirds of the world’s middle class by 2030.
Four in five (81%) mass-affluent Asian travellers report that travel is still a priority despite inflation, and on average, mass-affluent Asian travellers plan to visit four destinations over 10 days for their next international trip, with Australia listed as one of the top destinations.
These travellers plan to dedicate nearly a quarter of their income to travel in the next 12 months.
“We’ve witnessed firsthand the remarkable growth of the Asian travel market and are unparalleled committed to providing insights and solutions to our partners,” said Expedia Group Chief Commercial Officer, Greg Schulze.
“By leveraging our industry-leading technology, extensive global network, and deep understanding of traveler behavior, we’re able to deliver personalised experiences that resonate with Asian consumers.
“Our innovative platform empowers partners to reach travellers at every stage of their journey, from inspiration to booking and beyond.”