Expedia Group’s latest annual Horizons 2027 report outlines major travel shifts for the coming years, with shared experiences, shorter trips, and destinations tied to film and television leading the way. The analysis draws on booking data across Expedia’s platforms, including Vrbo, to identify emerging patterns among travelers.
The company identifies 10 destinations experiencing increased search interest: South Lake Tahoe in California, Hyogo in Japan, Punta del Este in Uruguay, Sedona in Arizona, Busan in South Korea, Holbox in Mexico, Perugia in Italy, The Tweed in New South Wales, Niagara-on-the-Lake in Canada, and Chichester in the UK. These locations mark a departure from traditional tourist hotspots, appealing instead to travelers seeking less saturated alternatives.
Expedia’s research reveals a strong preference for group activities. Nearly 7 in 10 travelers now favor shared experiences, such as creative workshops or group excursions, over solo travel. For 38% of respondents, hobbies have become the primary factor in choosing destinations, up from previous years. This trend shows a broader move toward experiential travel rather than passive sightseeing.
Smaller towns with historical or outdoor appeal are also gaining popularity. 65% of travelers now prefer quieter destinations over crowded tourist areas, driven by cultural or culinary interests (noted by 32%), a desire to avoid crowds (29%), and more affordable pricing (27%). These choices align with ongoing efforts to reduce overtourism in major cities.
Hotels.com data shows a 10% annual rise in single-night bookings, indicating a shift toward micro-breaks rather than extended vacations. Many of these shorter trips are spontaneous, often prompted by events like concerts or sports, or simply the impulse for a quick getaway.
Film and television locations are another growing influence. Expedia highlights destinations tied to recent productions, including Monaco, Cannes, and Saint-Tropez, settings from Emily in Paris and The White Lotus, which are expected to see increased visitor numbers in 2027. Additionally, a new Lord of the Rings film may drive tourism to Wellington, New Zealand, where the original trilogy was filmed.