Travellers are expected to make more personal and interest-led choices in 2027, with new research pointing to playful adult getaways, hobby-focused holidays, inland escapes and screen-inspired travel as key trends for the year ahead.
Expedia Group’s Unpack ’27 report draws on first-party search data, social listening and a survey of 26,000 travellers globally, including Australian research conducted by OnePoll.
One emerging trend is “Un-Adulting”, with 50% of Australian travellers saying they are likely to book a carefree, activity-led trip in 2027.
That figure rises to 74% among Gen Z and Millennials, with theme parks, nostalgic experiences and adult-only escapes among the examples.
Travel inspired by film and television also continues to grow. Nearly one in five travellers globally said they had already booked a trip after seeing a destination on screen, while 48% reported researching or booking locations featured in upcoming productions.
Wellington is among the destinations expected to benefit in 2027, linked to The Lord of the Rings: The Hunt for Gollum.
Hobbies are also influencing travel decisions. Stayz found 88% of Australian travellers were likely to take a hobby-focused trip in 2027, rising to 93% among Gen Z and Millennials. Puzzles and board games topped the list, followed by photography, crafting and stargazing.
Domestic travellers are also looking beyond the coast. Nearly 57% said they had taken a holiday to a non-coastal destination in the past year, with Canberra searches up 55%, Crackenback up 45% and Mount Hotham up 40%.
Dubbo, the Blue Mountains, Nannup, Hahndorf, the Southern Highlands, Tamborine Mountain and the Yarra Valley also recorded increased interest.
Among Expedia’s fastest-growing destinations globally, South Lake Tahoe led with searches up 195%, followed by Hyogo in Japan at 95%, Punta del Este in Uruguay at 65%, Sedona at 55% and Busan at 50%. The Tweed in New South Wales also made the list, with searches increasing 35%.
“In 2027, travellers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them,” said Ariane Gorin, Expedia Group CEO.
