From theme parks without the kids to mahjong weekends in the Blue Mountains, Expedia and Stayz’s Unpack ‘27 report shows travellers are choosing trips that feel personal, playful and purposeful – and Australia features prominently.
Picture this: a carload of grown women pulling up at a country cottage with a mahjong set, three bottles of local riesling and absolutely no intention of going near a beach. Or a couple in their forties screaming their way around Dreamworld, with no children in tow and not a shred of embarrassment.
This, it turns out, is what travel looks like in 2027.
Expedia and Stayz have released Unpack ‘27: The Trends in Travel, their annual forecast of where and how we’ll holiday next year. Drawing on first-party search data, social listening and a survey of 26,000 travellers, the report identifies five trends, and the common thread is intention. We’re no longer simply ticking off hotspots. We’re booking trips that mean something to us.
“In 2027, travellers are being more intentional in choosing their next adventure,” says Ariane Gorin, CEO of Expedia Group.
Here’s what’s shaping the year ahead.
Destinations of the Year:
1. The Tweed makes the cut
Expedia’s list of the fastest-growing destinations is based on real search data, and it shows travellers moving beyond the usual suspects. South Lake Tahoe in California tops the list with searches up a remarkable 195 per cent, followed by Hyogo in Japan (+95 per cent) and Punta del Este in Uruguay (+65 per cent).
Closer to home, The Tweed in northern NSW has earned a place, with search interest up 35 per cent. It’s not hard to see why: golden beaches, lush hinterland and a relaxed coastal charm that feels a world away from the Gold Coast high-rises just over the border.
The Tweed is also one of six destinations to earn Expedia’s Smart Travel Health Check, which recognises places that manage tourism responsibly and offer rich experiences without the overcrowding of the world’s busiest cities. The others are Hyogo, Sedona, Busan, Perugia and Chichester.
2. Un-Adulting: Grown-ups just want to have fun
Forget the sophisticated wine-and-spa getaway. In 2027, adults are reclaiming childlike joy, and they’re leaving the children at home.
Half of Australian travellers say they’re likely to book an “Un-Adulting” trip next year, rising to 74 per cent of Gen Z and Millennials. The motivations are simple: a carefree day (67 per cent), a genuine break from responsibility (56 per cent) and the chance to relive childhood memories (40 per cent). Social media mentions of carefree, adults-only travel are up 41 per cent year on year.
The big players have noticed. Walt Disney World now has a kid-free lounge at EPCOT and late-night After Hours events, while Universal Studios Japan runs an adults-only overnight experience for its Halloween Horror Nights.
The local standout? The Gold Coast’s Dreamworld, which has secured a place on Expedia’s global Un-Adulting list alongside Tokyo Disneyland, Universal Studios Hollywood and New York’s Museum of Ice Cream.
3. Set-Jetting: The hype starts before the credits roll
Five years after Expedia coined the term, set-jetting, or travel inspired by film and television, is firmly part of how we plan. Nearly one in five travellers have booked a trip after seeing a destination on screen. Even more telling, 48 per cent have researched or booked trips to locations from shows and films that haven’t been released yet.
That’s good news for New Zealand. With The Lord of the Rings: The Hunt for Gollum and The Legend of Zelda both due next year, demand is expected to surge, and Wellington ranks fifth among the world’s top set-jetting destinations for 2027. More than 25 years on, the original Lord of the Rings trilogy remains the world’s most influential set-jetting title (27 per cent), ahead of Emily in Paris (21 per cent) and Yellowstone (18 per cent).
Elsewhere, Monaco searches jumped more than 120 per cent once Emily in Paris season six was confirmed to film there, and Cannes and Saint-Tropez are tipped to benefit from The White Lotus season four.
4. Hobby Hubs: Holidays built around what you love
Stayz has identified a new kind of getaway: the Hobby Hub, a holiday home booked specifically to indulge a passion, whether it’s a crafting weekend, a photography retreat or a mahjong marathon.
An extraordinary 88 per cent of Australian travellers say they’re likely to take a hobby-focused trip in 2027, rising to 93 per cent of Gen Z and Millennials. Almost a third say hobbies play a bigger role in how they travel than they did five years ago.
At heart, it’s about connection. The top reason for booking a Hobby Hub is spending time with people who share your interests (51 per cent), followed by enjoying a hobby in a new setting (46 per cent). Puzzles and board games lead the list of favourite holiday pastimes, followed by photography, crafting and stargazing. Clear country skies, anyone?
5. Heartland Holidays: No ocean view required
Perhaps the most surprising trend for a nation that loves its coastline: some of the most exciting destinations for 2027 are landlocked.
Nearly 57 per cent of travellers have holidayed somewhere non-coastal in the past year, drawn chiefly by local culture, food and art, followed by the appeal of going off the beaten track and better value for money.
Canberra leads Stayz’s Heartland Holiday list with searches up 55 per cent, thanks to its museums, national landmarks and nearby wine regions. Snow country is also strong, with Crackenback, NSW (+45 per cent) and Mount Hotham, VIC (+40 per cent) close behind. Dubbo and the Blue Mountains are both up 20 per cent, while Nannup in WA, Hahndorf in SA, the Southern Highlands and Tamborine Mountain are each up 15 per cent. The Yarra Valley rounds out the top ten.
My takeaway
Whether it’s a rollercoaster, a puzzle table or a cellar door in the hills, 2027 is the year we travel for ourselves. Less about where everyone else is going, more about what genuinely makes us happy.
To explore the full report, visit unpack27.au.
