It's that time of year again when travel companies unveil their predictions for the coming seasons. Expedia Group has released its annual trends report, Unpack '27, drawing on data from its platforms and a survey of 26,000 travellers across 16 countries. The report highlights five trends that are set to shape how Europeans and others will travel in 2027.
Playful escapes and quick getaways
One of the standout trends is 'un-adulting' – travellers swapping everyday routines for theme parks, water parks, and nostalgic activities. According to the survey, 57% of travellers plan to book such a trip in 2027, with the figure rising to 71% among Gen Z and Millennials. Top destinations include Disneyland Tokyo, Colour Factory Chicago, and Park Xcaret in Mexico.
Another trend is 'trip snacking', which involves taking short, spontaneous breaks to fill the gaps between longer holidays. The report notes that 79% of travellers are planning a one-night stay in the next year, and searches for one-night stays on Hotels.com have increased by 10%. This reflects a broader shift towards more frequent, bite-sized travel experiences.
Gothic getaways and hobby hubs
The release of Wuthering Heights in 2026 has sparked a revival of interest in all things Gothic. Expedia reports that 56% of travellers have booked hotels specifically for their atmosphere or aesthetic, and 65% of those are interested in Gothic-style accommodation, such as historic castles or destinations steeped in folklore. Demand for castle stays has risen by 20% year-on-year on Hotels.com.
Building on the 'skillcation' trend from 2026, 'hobby hubs' are set to grow in popularity. Travellers are increasingly booking holiday homes for crafting weekends, photography retreats, mahjong game nights, and antique-hunting breaks. This trend reflects a desire for more purposeful and personal travel experiences.
Hidden gems and European relevance
Finally, 'heartland hideouts' – landlocked hidden gem destinations – are on the rise. While the report highlights global examples, Europe offers plenty of options, from the castles of Transylvania to the lesser-known towns of the Balkans. For those seeking inspiration, historic travel is set to define 2027, and anti-optimised holidays are also gaining traction.
Expedia Group CEO Ariane Gorin commented: "Travel is about creating memories, and Unpack '27 uncovers the destinations and experiences shaping those moments. In 2027, travellers are being more intentional in choosing their next adventure, seeking experiences that are more personal and purposeful to them."
As the travel industry continues to evolve, these trends suggest a move towards more meaningful, playful, and spontaneous trips. Whether it's a Gothic castle in Scotland or a quick city break in Prague, the focus is on creating memorable experiences that resonate personally.
