Expedia Group Unveils 2025 Travel Trends: Off-Season Australia, Dubai’s Luxury Hotels, and Global Media Influence

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Global travel technology leader Expedia Group has unveiled its annual travel forecast, Unpack ’25, revealing significant trends that will shape the travel industry in the coming year. Social media, television shows, and movies are expected to play an even more prominent role in influencing travel decisions, with two-thirds of global travelers reporting that their choices are now shaped by entertainment sources such as The Real Housewives of Dubai, Emily in Paris, and White Lotus. This represents a 16% increase from the previous year.

Based on insights gathered from 25,000 travelers across 19 countries, the report highlights several key trends for 2025. One notable finding is that 40% of Australians plan to travel during off-peak seasons to save money and avoid crowds, with destinations like Darwin and the Snowy Mountains seeing significant off-season discounts of up to 122% and 151%, respectively.

Shift Toward Lesser-Known Destinations

Another growing trend is the desire to explore quieter, lesser-known destinations, with 63% of respondents planning to avoid traditional tourist hotspots. This shift is driven by both financial savings and the desire for a more unique and personal travel experience. According to Expedia’s data, travelers are also showing an increasing preference for accommodations that provide high-quality dining experiences. More than half (63%) of Australians prioritize hotels with notable dining options, while 32% are interested in properties that offer a seasonal menu.

Culinary and Shopping Experiences on the Rise

In addition to accommodation and destination preferences, travelers are increasingly being influenced by platforms like TikTok, which has inspired 39% of travelers to visit local grocery stores and 44% to shop for specialty goods they can’t find at home. Popular items include Korean skincare products, Japanese confections, and Costa Rican coffee.

Expedia Group CEO Ariane Gorin noted, “Our Unpack ’25 report allows us to delve into the evolving travel behaviors of consumers and explore how technology is transforming these experiences. The rise of social media and entertainment as influential factors is a clear indicator of the direction the industry is headed.”

Escapes for Relaxation in High Demand

Expedia’s report also highlights a surge in demand for peaceful, remote getaways, with 86% of Australians expressing interest in stress-relieving vacations at tranquil locations like farmhouses and beach houses. This trend is driven by a growing desire among travelers to disconnect from daily life and immerse themselves in serene, natural environments.

Australia: A Top Destination for Asia’s Middle Class

Further insights from Expedia Group reveal that Australia remains a top destination for Asia’s growing middle class, which is expected to expand to 3.5 billion people by 2030. Despite inflation concerns, 81% of affluent Asian travelers continue to prioritize travel, and on average, they plan to visit four destinations over 10 days during their next international trip. Australia is among the preferred destinations, and these travelers are expected to allocate nearly 25% of their income to travel in the next year.

Expedia Group’s Chief Commercial Officer Greg Schulze highlighted the significance of this growth, stating, “The rapid expansion of the Asian middle class is reshaping the global travel landscape. With our cutting-edge technology and global network, we are uniquely positioned to support partners in reaching these travelers at every step of their journey, from inspiration to booking.”