EXPEDIA UNPACK ’25 UNCOVERS THE TRENDS IN TRAVEL AMONG HONG KONG TRAVELLERS
Expedia Group 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 around the world to “unpack” the latest travel trends for 2025. Closely aligning with global trends, the travel trends observed among Hong Kong travellers include Detour Destinations, Goods Getaway, and the All-Inclusive Era.
“Expedia Group is dedicated to enhancing travel experiences through innovation and seamless journeys. The Unpack report is our opportunity to reflect on what travellers are seeking and how our partners are innovating,” said Lavinia Rajaram, Director, Global Communications, Asia Public Relations at Expedia Group. “From this year’s trends, I’m eager to book an all-inclusive hotel and visit some Detour Destinations for my next vacation.”
Expedia – Detour Destinations: Next year, travellers are not only visiting the tried-and-true tourist destinations – they are adding detours. Expedia’s destinations of the year are near popular hotspots, making them ideal day trips while also being attractive as main attractions. In the hunt for the less crowded and less well-known, 68% of Hong Kong travellers say they are likely to visit a Detour Destination on their next trip*.
Expedia compiled the 10 trending Detour Destinations for 2025 based on increase in flight searches:[1]
- 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)
Expedia – Goods Getaways: Social media has inspired travellers to take trips in search of craveable (and share-worthy) specialty 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.
When going on vacation, 85% of Hong Kong travellers prioritise visiting grocery stores or supermarkets and 65% of Hong Kong travellers have chosen their destination based on their desire to acquire specific items not available at home.* Coffee tours in Costa Rica, tea tastings in China and matcha experiences in Japan are some of the most popular Goods Getaway experiences bookable on Expedia.[2]
Hotels.com – All-Inclusive Era: All-inclusive resorts are far more than families looking for fun in the sun by the pool. Today’s all-inclusives are attracting Hong Kong travellers who are looking for stress-free stays and a good deal. 70% of Hong Kong travellers have previously stayed at an all-inclusive hotel, and 71% are considering booking such accommodations in 2025. Nearly half of the Hong Kong travellers say an all-inclusive hotel would be their preferred hotel type.
Over a third (36%) of Hong Kong travellers are embracing the All-inclusive Era for its convenience in not having to search for dining spots, followed by the ease of booking (33%), and the luxurious feel of staying at all-inclusive hotels (33%).*
All-Inclusive Era resorts around the world:
- AVA Resort – Cancun, Mexico
- Alpinresort ValSaa – Sport & Spa – Saalbach, Austria
- Secrets Playa Blanca – Costa Mujeres, Mexico
- Royalton CHIC Antigua – Saint John’s, Antigua
- Hotel Riu Palace Mauritius – Le Morne, Mauritius
- Dreams Sapphire Resort & Spa – Puerto Moreles, Mexico
Hotels.com – Hotel Restaurant Renaissance: When booking hotels, travellers are not just making room reservations — they’re making dinner reservations, too. Hotels around the world have opened critically acclaimed restaurants featuring Michelin-starred chefs and rotating seasonal menus to attract guests.
Travellers are seeking standout hotel dining experiences; positive reviews about hotel restaurants, chefs and bars increased by 40% YoY on Hotels.com.[3] This enthusiasm is mirrored among Hong Kong travellers, with 81% showing keen interest in booking hotels known for their exceptional dining experiences in 2025. Moreover, 42% of travellers mention that having a Michelin-starred restaurant or chef in the hotel would make them more likely to book, while 41% are attracted to hotels offering changing seasonal menus. Moreover, 36% appreciate the idea of dining in a restaurant within the same hotel where they are staying for the night.
Hotel Restaurant Renaissance hotels with notable dining experiences:
- Hotel del Coronado – Coronado, California
The grand opening of the world-famous Nobu restaurant at the Hotel del Coronado is scheduled for next year.
- Susana Balbo Winemaker’s House – Chacras de Coria, Argentina
Argentinian winemaker Susana Balbo gives wine pairings at this boutique hotel near Mendoza.
- ROMEO Napoli – Naples, Italy
Michelin-star winner Alain Ducasse appointed upcomer Alessandro Lucassino as the new executive chef for Il Ristorante Alain Ducasse.
2025 Set-Jetting Forecast: From bingeworthy streaming shows to reality TV shows, travellers keep turning to the screen for trip inspiration. Since Expedia Group first identified Set-Jetting as a travel behavior in 2022, the trend continues to grow. A significant 71% of Hong Kong travellers say movies, streaming services, and TV shows have influenced their travel decisions, with 50% mentioning that the impact of TV series and movies on their travel plans has increased over the past 12 months. Furthermore, 69% have researched locations seen on screen as potential vacation destinations, and 64% consider booking a trip to these locations.
This year, the fourth season of “Emily in Paris” has sparked a new wave of travel enthusiasm. Recent data from Expedia indicates that Hong Kong travellers have shown a 25% increase in searches for accommodations in Paris after the premiere, along with a notable 15% increase in searches for flights to Rome.
The UK remains a top global Set-Jetting destination with hundreds of “Bridgerton,” “Harry Potter,” “Game of Thrones” and “Outlander”-themed tours available to book on Expedia.[4]
Influencer-inspired Trips: Half of consumers make daily, weekly or monthly purchases because of trusted influencer content.[5] Though shopping on social media has become the new normal for lower-ticket items like fashion and beauty, travel shopping on social media is still in its early stages. 76% say they have wanted to book a trip they saw on their social feeds, but cited time and complexity as the primary barriers.
To learn more about the travel trends in Unpack ’25™, visit and download the full report here:www.expedia.com.hk/unpack-travel-trends?brandcid=BRAND.EXPEDIA-HKEN.COMMS.PR.UNPACK25.GENERIC .
Visit www.expedia.com/newsroom for Unpack ’25 assets and more news from Expedia and Hotels.com.
[1] Expedia global flight search data from September 1, 2023 to August 31, 2024.
[2] Expedia global activity data from January 1, 2024 to August 1, 2024.
[3] Hotels.com review data from January 1, 2024 to July 4, 2024 vs January 1, 2023 to July 4, 2023.
[4] Expedia global activity data from January 1, 2024 to August 1, 2024.
[5] “2024 Influencer Marketing Report: In Influencers We Trust”，Sprout Social (April, 2024).
