Advertising strategies to reach travelers in 2025
It’s time to reveal the trends shaping the future of travel, and we’re seeing a shift toward even bolder and more adventurous travel choices.
With first-party data from Expedia, Hotels.com, Vrbo, and a global consumer survey of 25,000 travelers across 19 countries, our annual Unpack report provides fresh insights and takeaways on how people are planning to travel in 2025.
Here are the key insights from the Unpack ’25: The Trends in Travel report and solutions you can incorporate in your advertising strategies to inspire and reach travelers in 2025.
Set-Jetting Destinations
Do you ever dream of stepping into the world of your favorite TV show or movie? You’re not alone. TV shows and films are inspiring travelers’ wanderlust like never before. In fact, two-thirds (66%) of travelers shared that movies, streaming services, and TV shows have influenced their travel choices. Even more telling, 36% of travelers said TV and films are more influential on their travel plans than they were last year.
From the rolling Scottish Highlands to the rugged landscapes of Wyoming, here are some of the Set-Jetting Destinations travelers are looking to visit.
- Dubai, United Arab Emirates
- Wyoming
- Montana
- New York City
- Cape Town, South Africa
- Scotland
What this means for advertisers
Stay up to date with trending Set-Jetting Destinations to capture traveler interest.
For airlines, consider using Flights Sponsored Listings to promote your deals to Set-Jetting Destinations and capture demand from travelers looking to explore the iconic locations they see on screen. Hotels in these destinations can lean into this trend by using TravelAds. Customize your ad listings with compelling messages and visuals that connect to memorable scenes and capture travelers’ attention to entice them to book with you.
Detour Destinations
Travelers are trading mainstream spots for hidden gems and lesser-known destinations for a taste of something new. This is driving them to switch up their travel plans, and most travelers (63%) said they are likely to visit a Detour Destination on their next trip. Think of them opting to swap the crowds of Tokyo for the charm of Fukuoka, Japan, or adding Reims, France, to their European trip itinerary. This thirst for off-the-beaten-path travel experiences is reshaping how travelers explore the world.
Below are some of the top Detour Destinations.
- Reims, France, detour from Paris
- Brescia, Italy, detour from Milan
- Cozumel, Mexico, detour from Cancun
- Santa Barbara, Calif., detour from Los Angeles
- Waikato, New Zealand, detour from Auckland
What this means for advertisers
Travelers want experiences that go beyond the ordinary. Inspire them to book with you by elevating unexpected offerings available at your destination in your advertising and marketing content.
For destination marketing organizations, hotels, and airlines in Detour Destinations, collaborating on a co-op campaign is a strategic way to extend your marketing spend and increase brand awareness. Highlight lesser-known attractions and cultural gems in your area to help you and your co-op partners reach travelers looking for their next great escape.
All-Inclusive Era
Nothing says relaxation quite like an all-inclusive getaway. And these properties are soaring in popularity, with global searches using the “all-inclusive” filter on Hotels.com increasing by 60% year over year. It’s clear that the demand for all-inclusive stays is growing, and they’re quickly becoming a top choice for a stress-free escape.
These properties are also attracting a new wave of travelers, particularly Gen Z, who are drawn to the convenience and value they offer.
What this means for advertisers
For all-inclusive properties, highlight the elevated experiences you offer. Consider using TravelAds, which allows you to customize your ad copy and spotlight the benefits and all-inclusive amenities at your property, like top-tier dining experiences and luxe spa services.
Travel brands can offer packages that combine a property with flights, car rentals, or activities to simplify the planning process for travelers and appeal to those looking for convenience.
Destinations can also lean into this trend through display advertising. Incorporate images of all-inclusive resorts at your destination along to make that ultimate sense of relaxation come to life.
JOMO Travel
Forget FOMO (Fear of Missing Out) -– travelers aren’t stressing over missing out on all the action and instead are embracing JOMO(Joy of Missing Out) Travel. They’re booking vacation rentals in serene destinations to escape from the hustle and bustle of everyday life, reconnect with family and friends, and fully unwind. People say JOMO Travel reduces stress and anxiety (62%) and that it enhances quality time with loved ones (47%). In a world that’s always on, JOMO Travel offers a much-needed pause.
What this means for advertisers
Advertising on Vrbo can help your destination tap into this growing audience looking to book their next JOMO Travel escape. Position your destination as an ideal getaway for those looking to disconnect and rejuvenate.
Contact us today to learn how you can incorporate these solutions in your 2025 advertising strategies. Download the full report to uncover more 2025 travel trends and best practices for connecting with 2025 travelers.
About Expedia Group Media Solutions
Expedia Group Media Solutions is the world's leading travel media network. We connect advertisers with hundreds of millions of travelers across the globe. Our exclusive first-party data on traveler trends, search behavior, and booking data provides travel marketers with unique insights to inform their strategies. We offer a full-funnel suite of solutions to help you convert travelers, and our digital experts can help you create advertising campaigns that deliver.
