Expedia, Hotels.com and Vrbo Reveal Surprising 2023 Travel Trends
For the first time, Expedia Group unveiled a comprehensive view of traveler trends across Expedia®, Hotels.com, Vrbo, and the broader travel industry in 2023. Sourced from the company’s first-party data, and from custom research of thousands of travelers and industry professionals across 17 countries, these top travel trends prove there is no “one-size-fits-all” travel in 2023. Instead, these trends point to a year defined by the “no-normal.”
“When we look at Expedia, Hotels.com, and Vrbo data together, we see a detailed picture of what travel will be in 2023, and it’s exciting,” said Jon Gieselman, Expedia Brands president. “What we’re seeing now is the surge in demand for trips to culture capitals, a new wave of unique wellness retreats, and outdoor destinations beyond beaches and mountains — all represent the end of a series of new normals trending every year since 2019 and the move to people branching out to unexpected trends in what we’re calling the ‘no normal.”
Unexpected Travel Trends in 2023
Set-Jetters
Booking a trip after binging a popular new series will become serious business in 2023. Expedia research confirms that streaming movies and TV shows are now the top sources of travel inspiration (40%), outpacing the influence of social media (31%). Furthermore, the small screen is now considered on par with recommendations from friends and family when it comes to travel inspiration.
- In the US, more than two-thirds (68%) of travelers considered visiting a destination after seeing it on a show or movie on a streaming platform, and 61% went so far as to book a trip.
- The top destinations include New Zealand, with its landscapes featured this year in a major fantasy epic, and Great Britain, the backdrop for several historical dramas. Cosmopolitan cities Paris and New York also ranked highly, as well as the stunning beach resorts of Hawaii.
Culture Capitals
National parks and rural retreats saw big moments over the past two years. Now, it’s time for the city to see a comeback. Based on traveler demand, most of the destinations seeing the largest increases are all culture-rich cities where art and cultural festivities are getting back into full swing. Check out the Edinburgh Fringe in Scotland, plan a trip to WorldPride in Sydney, or drink in the cherry blossoms in Tokyo. In 2023, culture capitals are calling:
2. Lisbon, Portugal
3. Tokyo, Japan
4. Dublin, Ireland
5. New York, USA
7. Dubai, UAE
9. Munich, Germany
10. Bangkok, Thailand
Three-Star Superstars
Travelers are seeking smarter ways to see the world, without compromising on comfort or the cool factor. In the US, nearly a third (32%) of travelers admit they are more concerned with value for money than ever before. Hotels.com data shows interest is up more than 20% globally in three-star hotels.
In 2023, 40% of US travelers plan to stay in 1–3-star hotels, and 34% plan to book a vacation with added value inclusions, such as toiletries or free breakfast. Showing a shift in mindset from the post-pandemic “bucket-list” mentality and moving towards a more spontaneous approach, a third would rather go on more trips in three-star properties than splurge on one big luxury getaway. Fewer stars do not mean lower standards, however. Many properties, such as Una Vida in Mexico, or Mama Shelter in Paris, still offer excellent amenities, stylish interiors, and unique vibes as standard.
New Wave Wellness
Out with the old, in with the new wave wellness. More than half (53%) of Americans are more open to wellness breaks than ever before but cite boredom with traditional wellness retreats and an urge to experience something more exciting in 2023. Millennials are the top drivers of this, as 60% of 25–34-year-olds are seeking out alternative ways to enjoy their wellness getaways.
To capture this awakened market, hotels such as the Loire Valley Lodge in France and Whitepod in Switzerland are innovating and offering advanced rejuvenation programs and hands-on activities that encourage travelers to get up close and personal with nature. The quirkier the activity the better., as research shows Sylvotherapy, forest bathing, and fruit harvesting rank more popular than classics such as cookery courses, sports trips such as golf holidays, and meditation sessions.
Hot New Hotel Openings Around the World
New hotels are opening around the world, catering to travelers’ evolving needs. These properties offer far more than simply a place to sleep, with destination restaurants, co-working spaces, and beautiful interiors as standard. From an art-filled social hub in London to unbridled luxury in Rome, these are the most exciting hotels to have on your radar in the year ahead.
· 100 Princes Street | Edinburgh, UK
· Celestial Suites | Kefalonia, Greece
· 1 Hotel Hanalei Bay | Princeville, Kauai
· Four Seasons Resort Tamarindo | Tamarindo, Mexico
· Alila Kothaifaru Maldives | Maldives, Indian Ocean
· Atlantis The Royal | Dubai, UAE
· art’otel London Battersea Power Station|London, Great Britain
Foodie-menities
Kitchen credentials are a must, with travelers looking to plate up when they please in their private escape. Cooking at home can be cost-efficient, with nearly half of US travelers (43%) using their culinary skills to cut down on costs. And when the best chef’s table is within a private Vrbo vacation rental, the top three culinary delights are an outdoor kitchen, pizza oven, and air fryer.
People who want to stay in whole, private vacation homes (the only accommodation available through Vrbo) are more concerned with their group’s needs than the location of their rental. In fact, more than half (57%) of travelers would rather book a unique vacation home to be with their people in a lesser-known destination than a less interesting, less equipped vacation home in a popular area.
Cowboy-cations
Rustic getaways are on the rise, as travelers crave private vacation homes with abundant space and exhilarating views. Cue the cowboy-cation (or as we like to call them, cowfolx-cations), offering an intimate escape in the rugged wilderness. Demand for Vrbo homes in US western destinations increased by more than 30% from September 2021 to August 2022, as travelers seek to reconnect with nature. Plus, 42% of US travelers find inspiration in outdoorsy destinations and mind-blowing landscapes. Think log-lined cabins, flickering fires, and sweeping vistas.
Travelers can live out their western fantasies by booking a luxurious lodge, ranch retreat, or farmhouse that fits the whole crew. Destinations across Montana, Colorado, and other western states spring readily to mind, but the cowboy-cation is not confined to the US. For a home on the range in Europe, travelers are booking converted barns and farmhouses in the countryside of Italy, Spain, France, and the UK. Thrill-seekers can also embrace their inner cowboy in Australia, where farmhouses in the outback overlook acres of wineries and wild brush.
Hidden Gems
Travelers are also exploring unassuming locales and new places. Top hidden gems in the US have one thing in common: beautiful lakes, where travelers can take in tranquil views. Demand for Vrbo’s private vacation homes in each of these unconventional destinations has increased by 30% or more since September 2021:
· Nampa, Idaho
· Greensboro, North Carolina
· Layton, Utah
· Irmo, South Carolina
· Oneonta, New York
· Hampton, Virginia
· Bristol, Rhode Island
· Spokane, Washington
· Las Cruces, New Mexico
· Missoula, Montana
Travel in 2023 will be about saying “no” to normal, breaking routines, and searching for experiences without compromises. Whether it’s flying to those once-in-a-lifetime events or hosting group celebrations at a holiday home, travelers are no longer adapting to the next new normal but creating their own status quo altogether.
An Optimistic Industry Pushes Forward
As travel returns in much of the world, Expedia Group is revealing the ways that the pandemic forever changed travel, as well as temporary reactions to extraordinary circumstances. For the first time, in addition to traveler research, 2023 Travel Trends include the voices of thousands of travel industry professionals from around the world, from hoteliers to vacation rental owners. And the results are bright. The research shows the highest levels of optimism since 2020. Most expect leisure (71%) and business (70%) travel to return to pre-pandemic levels within two years. While travelers looking for a change of scenery kept the industry afloat during the pandemic, all eyes are on the return of international and business travel. In fact, more than half (51%) in the travel industry say business is their organization’s highest priority in 2023.
Pandemic travel saw an uptick in travelers choosing destinations and options aligned with their personal values such as sustainability, inclusivity, and accessibility. This trend shows no signs of slowing down and the industry is taking note. Most travel businesses (60%) made changes in the last year to ensure their services are inclusive and accessible. In fact, sustainability is tied with marketing as the highest area of investment for 2023, with one in five industry professionals saying they plan to invest in sustainability next year.
For more information on Expedia Group’s specific industry trends, download the Traveler Value Index 2023 to discover more traveler preferences — what has been permanently changed by the pandemic, what were temporary reactions, and what is still evolving.
For the full industry report on insights and actions for travel partners, download the Traveler Value Index 2023 here.
For the full consumer report on The No-Normal; Unexpected Travel Trends in 2023, go to https://www.expedia.com/2023traveltrends.
