Expedia, Hotels.com and VRBO Reveal the Unexpected Travel Trends of 2023

Set-Jetters, Three-Star Superstars and Foodie-menities: Expedia, Hotels.com and VRBO reveal Unexpected 2023 Travel Trends

For the first time, Expedia Group unveiled a comprehensive view of traveller trends across Expedia®, Hotels.com and Vrbo and the broader travel industry in 2023. Sourced from the company's first-party data, and from custom research of thousands of travellers 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 and robust picture of travel into 2023," said Jon Gieselman, Expedia Brands President. "We're seeing a surge in trips to culture capitals, a new wave of interest in wellness retreats, and a spike in demand for outdoor destinations beyond just beaches and mountains — not a new normal but 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 streamed movies and TV shows are now the top sources of travel inspiration (44%), outpacing the influence of social media (15%).

In the UK, 46% of travellers considered visiting a destination after seeing it on a show or movie on a streaming platform, and 36% have already booked trips to destinations after seeing them on streamed shows or movies.
The top destinations include New Zealand, with its landscapes featured this year in a major fantasy epic; the UK, Paris and New York also ranked highly, as well as the stunning beach resorts of Hawaii.

Culture Capitals

View of Edinburgh from Calton Hill

National parks and rural retreats had big moments in the past two years. Now, it's time for cities to see a comeback. Based on traveller demand, most destinations seeing the largest increases are all culture-rich cities where art and cultural festivities are getting back in full swing. Check out the Edinburgh Fringe in Scotland, plan a trip to World Pride in Sydney, or drink in the cherry blossoms in Tokyo. In 2023, Expedia reveals the top culture capitals calling are:

Edinburgh, Scotland
Lisbon, Portugal
Tokyo, Japan
Dublin, Ireland
New York, USA
Sydney, Australia
Dubai, UAE
Montreal, Canada
Munich, Germany
Bangkok, Thailand

Three-star Superstars

Travellers are seeking smarter ways to see the world, without compromising on comfort or cool factor. In the UK, more than a quarter (28%) of travellers 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 and under hotels, emphasising the rise in the mighty lower-starred stays.

In 2023, 39% of UK travellers plan to stay in 1–3-star hotels and 28% want to book a stay with added value inclusions, such as toiletries or free breakfast. There is a shift in mindset from the post-pandemic bucket-list mentality, with a move towards a more spontaneous approach, and almost a fifth would rather go on more trips in three-star properties than splurge on one big luxury getaway. Fewer stars does not mean lower standards, however. Many properties, such as Wild Thyme & Honey in England, 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. According to Hotels.com, a quarter (24%) of Brits are more open to wellness breaks than ever before and almost a third (31%) have admitted this is because they are bored with traditional wellness retreats and want to experience something more exciting in 2023. A further 36% say it's because there are more alternative wellness experiences than ever before. The UK is at the core, with most British travellers wanting to stay here to explore new offerings. However, Gen Z (18-24) have a different view and are looking much further afield, with the Maldives topping the list, followed by New Zealand.

The quirkier the better, with activities such as sylvotherapy (forest bathing), fruit harvesting, and body therapies including cryotherapy. 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 travellers to get up close and personal with nature.

Hot new hotel openings around the world

New hotels that cater to evolving traveller needs are opening around the world. These properties offer far more than 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 according to Hotels.com:

Foodie-menities

Kitchen credentials are a must, with travellers looking to plate up when they please in their private escape. Cooking at home can be cost efficient, and a half of UK travellers are using cooking to cut down on costs. By cooking in their holiday home instead of eating out or getting take-away, they plan on saving £417 on average on their next trip. And when the best chef's table is within a private Vrbo holiday home, the top four culinary delights are an outdoor kitchen, fancy coffee machine, pizza oven and air fryer.

People who want to stay in whole, private holiday homes - the only accommodation available through Vrbo - are more concerned with their group's needs than the location of their rental. In fact, 60% of UK travellers looking for rentals with family and friends say that a well-equipped property with great amenities matters as much or more than the destination.

Hay-cations

Rustic getaways are on the rise, as travellers across the world crave private holiday homes with abundant space and breath-taking views. Cue the hay-cation, offering an intimate escape to experience a more authentic wild countryside life.

Expedia, Hotels.com and VRBO Reveal the Unexpected Travel Trends of 2023 Colorado USA Ranch land Durango Colorado USA

Travellers are booking converted barns and farmhouses in the countryside of Italy, Spain, France and the UK. Further afield, ranches in the US and farmhouses in the Australian outback are also popular choices. In the UK, demand for Vrbo homes in destinations offering many converted barns like Cambridgeshire, Leicestershire and Hertfordshire increased by more than 50%.

Hidden Gems

Travellers are also exploring unassuming locales and new places. Top hidden gems in the UK have one thing in common: beautiful countryside landscapes, where travellers can take a break from their daily routines. Research shows that 37% of travellers would rather book a unique holiday home to be with their people in a lesser-known destination than a less interesting, less equipped holiday home in a popular area.

Expedia, Hotels.com and VRBO Reveal the Unexpected Travel Trends of 2023 Monmouthshire Brecon Canal Monmouthshire & Brecon Canal

Demand for Vrbo's private holiday homes in each of these unconventional destinations has increased by 40% or more since September 2021:

Cambridgeshire, England
Leicestershire, England
Hertfordshire, England
Buckinghamshire, England
South Ayrshire, Scotland
East Lothian, Scotland
Monmouthshire, Wales
Tyne and Wear, England
Midlothian, Scotland
Bath and North East Somerset, England

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, travellers are no longer adapting to the next new normal, but creating their own status quo altogether.

An optimistic travel industry pushes forward

For the first time, the 2023 travel trends are being released at the same time as insights from industry professionals, from airlines to hotels to vacation rental hosts and more. In a tailored report for travel partners, Expedia Group reveals the ways that the pandemic forever changed travel. The research shows the highest levels of optimism since 2020. Most professionals expect leisure (71%) and business (70%) travel to return to pre-2020 levels within two years. While travellers 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 industry say business is their organization's highest priority in 2023.

Another insight from industry professionals shows travellers are choosing options aligned with their personal values such as sustainability, inclusivity, and accessibility. 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.

All images from Canva