2025 travel forecast includes travel inspired by pop culture, social-media-driven tourism and a resurgence of hotel-restaurants

Expedia Group recently unveiled Unpack ’25, the annual data-driven outlook for what’s motivating travellers and where they will go next year. Expedia Group analysed first-party travel data and insights from 25,000 travellers to unpack the eight noteworthy travel trends for 2025 that include Detour Destinations, Goods Getaways and One-Click Trips, which will take travellers from looking at their next trip on Instagram to booking it.

“The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating”, said Ariane Gorin, CEO of Expedia Group. “From this year’s trends, I’m eager to book a One-Click Trip and visit some Detour Destinations for my next holiday”.

Detour destinations

According to Expedia, next year, travellers are not only visiting the tried-and-true tourist destinations–they are adding detours. In the hunt for the less crowded and less well-known, 63% of consumers say they are likely to visit a ‘Detour Destination’ on their next trip.

Unpack ’25 finds that Singaporeans are more interested in exploring hidden gems to avoid the crowds as compared to consumers around the world. Majority (68%) of Singaporeans are likely to visit a lesser known, less crowded destination when travelling, compared to consumers globally who are 63% inclined to take a detour.

Expedia compiled the 10 trending Detour Destinations for 2025 based on increase in flight searches:

• Reims, France (detour from Paris)
• Brescia, Italy (detour from Milan)
• Cozumel, Mexico (detour from Cancun)
• Santa Barbara, California, USA (detour from Los Angeles)
• Waikato, New Zealand (detour from Auckland)
• Girona, Spain (detour from Barcelona)
• Fukuoka, Japan (detour from Tokyo)
• Abu Dhabi, UAE (detour from Dubai)
• Krabi, Thailand (detour from Phuket)
• Canmore, Alberta, Canada (detour from Calgary)

Goods Getaways

Expedia notes that TikTok has inspired travellers to take trips in search of craveable (and share-worthy) speciality goods. Whether it’s a viral chocolate bar from Dubai, butter from France, skincare products from Korea or Japanese candy, travellers are making extra space in their carry-ons for unique treasures, even creating entire trips around getting the goods.

Trendy, everyday consumable goods are driving travel for Singaporeans who love to visit grocery stores in other countries:

• More than half (55%) of Singaporeans are travelling to destinations in order to acquire an item they can’t get at home.
• When it comes to souvenirs, majority of Singaporeans are seeking out local food or delicacies that they can’t get at home (64%). Besides these, they also seek out small mementos (key rings, mugs, fridge magnets) (45%), clothes (43%) and local arts and crafts (39%).
• The top trendy, consumable goods that Singaporeans are willing to travel for include:
  • Beauty / skincare products from South Korea (39%)
  • Candy from Japan (38%)
  • Pistachio chocolate from Dubai (20%)
  • Custom made clothes from Vietnam (16%)
• Moreover, 45% of Singaporeans said that visiting a grocery store is an essential part of their travel itinerary. This is more important than going to the beach (40%), participating in food tours (38%) or visiting museums and galleries (33%).
• The top grocery store souvenir items that Singaporeans tend to bring back are:
  • Sweets, chocolates, cookies, candy (62%)
  • Chips and savoury snacks (51%)
  • Coffee and tea (46%)
  • Soaps, body wash, lotion (31%)
  • Beverages such as alcohol or lemonade (25%)

All-inclusive travel

The Unpack ’25 outlook highlights that all-inclusive resorts are far more than families looking for fun in the sun by the pool. One-third of Gen Z travellers said their perception of all-inclusive hotels has changed for the better and 42% say an all-inclusive resort would be their preferred hotel type.

As for Singaporean travellers:

• In 2025, 65% are likely to stay in an all-inclusive hotel. Of which 36% are most interested in a beach-front all-inclusive hotel.
• The main reasons why they would choose to stay at an all-inclusive hotel include having minimal stress (45%), gaining access to activities and/or entertainment (43%), and cost savings (42%)
• 30% would recommend an all-inclusive stay to their family
• 28% said their perception of all-inclusive hotels has changed for the better in the last 12 months, and 22% are more likely to stay at an all-inclusive hotel now than they were five years ago.

The hotel-restaurant renaissance 

Unpack ’25 emphasises that when booking hotels, travellers are not just making room reservations—they’re making dinner reservations, too. Travellers are seeking standout hotel dining experiences; positive reviews about hotel restaurants, chefs and bars increased by 40% YoY on Hotels.com.

According to Expedia’s data, nearly a third of travellers say room service from a famous hotel restaurant would make them more likely to book, while 31% say restaurant tables reserved exclusively for hotel guests would be their top reason.

• 78% of Singaporeans are interested in booking a hotel with a notable dining experience in 2025. Among the respondents who said so, 86% were those aged 25 to 34.
• The top three reasons Singaporeans would be more likely to book a hotel:
  • If it had a hotel restaurant that was reserved exclusively for their hotel guests (38%)
  • Presence of a famous restaurant in the hotel (36%)
  • If there was hotel room service available to order from a famous restaurant in the hotel (35%)
• Hotel dining is more appealing to 27% of Singaporeans than it was five years
• 40% of Singaporeans loved the idea of having dinner in a restaurant knowing that they are staying the night in the same hotel. 25% admitted that they would book a stay at a hotel to secure a reservation at a popular hotel restaurant.

JOMO travel

Based on Expedia’s data, in 2025, travellers will embrace JOMO, the joy of missing out. JOMO Travel means doing less on holiday to escape the hustle and bustle of everyday life and staying at cosy cabins or peaceful beach houses to boost relaxation and reconnection. Two-thirds (62%) of travellers say these types of trips reduce stress and anxiety, and nearly half say that it enhances quality time with loved ones.

Singaporeans are looking to embrace private vacation homes that protect their peace and quiet on their next trip. According to Unpack ’25:

• More than 90% of Singaporeans who have stayed in a holiday rental would be interested in taking a JOMO (Joy of Missing Out) This rises to 96% for 35 – 44-year-olds, followed by 25 – 34-year-olds.
• Singaporeans believe that a serene vacation rental would contribute to their mental health and well- being in the following ways:
  • Increasing relaxation (71%)
  • Reducing stress and anxiety (69%)
  • Providing an escape from daily responsibilities (53%)
  • Enhancing quality time with family and friends (52%)
• Nearly three in ten (29%) Singaporeans feel the need for a JOMO vacation every few months, while a quarter (25%) of Singaporeans feel the need once or twice a year to unwind and recharge. Of those who feel the need to recharge weekly or more often (13%), it was higher for 18 – 24-year- olds (14%).
• The preferred property type for Singaporeans on a JOMO vacation include:
  • Charming beach house (33%)
  • Cosy chalet in the mountains (29%)
  • Elegant villa (24%)
  • Private island retreat (23%)
• 26% of those aged above 45 preferred a contemporary villa while 26% of 18-24-year-olds preferred a chic loft apartment.

Travelling to witness natural phenomena is increasing among Singaporeans

Survey data revealed that the Northern Lights (61%) are the top phenomenon travellers want to see, followed by geological phenomena (30%) like volcanoes, geysers and hot springs. Eighty percent of travellers say it’s important to stay in a place that offers prime viewing for these natural wonders.

Expedia notes that in 2025, the majority (93%) of Singaporeans are interested in travelling specifically to witness a natural phenomenon. This rose to 98% for 25-34-year-olds, of which 56% are very interested.

• The natural phenomenon that Singaporeans are most interested to travel to witness include:
  • Northern Lights (66%)
  • Flowering seasons, such as trees, flowers and fields (33%)
  • Geological phenomena, such as geysers, hot springs and volcanoes (25%)
• Men are more interested in experiencing the midnight sun (30% vs 20%) and geological phenomena (27% vs 22%) as compared to women.
• Social media, such as TikTok or Instagram, is the main source of information for those who want to visit or have visited somewhere known for natural phenomena (30%). This increases to 43% of 18-24-year-olds and 36% of 25-34-year-olds. Other sources of information include travel blogs and websites (22%) and online forums (13%).

2025 Set-Jetting forecast:

Since Expedia Group identified Set-Jetting as a travel behaviour a couple of years ago, the trend continues to grow. Two-thirds of travellers say that films, streaming services and TV shows have influenced their travel choices, a 16% increase from last year.

For the second year, Expedia, Hotels.com and Vrbo compiled the Set-Jetting Forecast to reveal what entertainment-inspired destinations travellers will head to in 2025. Destinations inspired by ‘Emily in Paris’ and ‘White Lotus’ are not the only Set-Jetting standouts, as proven by Expedia search data following these releases:

• Dubai inspired by ‘The Real Housewives of Dubai’
• Montana and Wyoming inspired by ‘Yellowstone’
• New York City inspired by ‘And Just Like..’
• Cape Town inspired by ‘One Piece’
• Scotland inspired by ‘The Traitors’

Set-jetting is still prevalent and has even increased with Singaporeans in 2025:

• Two thirds (66%) of respondents have researched a location that they have seen on in a TV show or movie as a holiday destination.
• Last year, 27% of travellers said they’ve researched or booked a trip to a destination after seeing it on a TV show or movie.
• 55% admitted that TV and movies influenced their travel decisions, which has increased by 40% over the last 12 months.
• For those that have been influenced by TV/movies, documentaries/docuseries were the most influential genre (25%).
• When it comes to social media, 54% admitted that Instagram, while 47% and 42% were influenced by Facebook and TikTok respectively for their travel decision making.
• In 2025, the top 5 destinations Singaporeans interested in set-jetting to are:
  • Japan (53%) – Shogun
  • South Korea (46%) – Squid Games
  • Thailand (32%) – The White Lotus
  • Paris, France (31%) – Emily in Paris
  • Hawaii (28%) – Moana 2

Social-media-inspired travel

53% of Singaporeans said that they have wanted to book an entire trip that they saw on social media, this includes every detail right down to the activities, restaurants and even flights.

Top reasons that may stop Singaporeans from booking the trips they see on social media include:

• • There were too many separate bookings to make (43%)
  • It’s too time consuming to try and find everything (43%)
  • It was impossible to find everything that has been posted (39%)

To learn more about the travel trends in Unpack ’25, visit Expedia.com.sg/unpack-travel-trends and download the full report.