After the pandemic and lockdowns, which saw us cooped up inside, it’s no surprise that the way we travel has changed. And now we have a better idea of exactly how that looks, with Expedia Group’s Unexpected Travel Trends for 2023.
Released this week, the report identifies five trends in travel based on data and research from thousands of travellers and 17 countries.
“What we’re seeing now is the surge in demand for trips to culture capitals, TV-inspired locations, and outdoor destinations beyond beaches — all representing the end of a series of new normal trending every year since 2019 and the move to people branching out to unexpected trends in what we’re calling the ‘no normal’,” says Jon Gieselman, Expedia Brands president.
Ahead are the five travel trends expected for next year, based on insight from Expedia Group’s brands Stayz, Wotif and Expedia.
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Set-Jetters
Booking a trip after binging a popular new series will become serious business in 2023. Expedia research reveals over two-thirds (69%) of Australians have considered booking a trip to destinations after seeing them on streamed shows or movies, while almost a third (29%) have actually booked.
In fact, from cooking shows to fantasies, dramas to documentaries, a quarter (26%) of Aussies say the influence of streaming services on their travel plans has increased in the last twelve months; with the influence on Gen Zs (18- 24) increasing by 36%
Paris is of most interest to Australians based on the influence of streaming services, thanks to Emily In Paris, followed by New Zealand, New York, Hawaii and Italy.
Culture Capitals
After nearly two years of Australians visiting national parks and nature reserves, cities are making a comeback. Based on Expedia traveller demand, most of the destinations seeing the largest increases are cities where art and culture festivities are getting back to full swing.
In 2023, travellers across the world are ready to check out the Edinburgh Fringe in Scotland, plan a trip to WorldPride in Sydney or bask in the cherry blossoms in Tokyo. In 2023, culture capitals are calling:
- Edinburgh, Scotland
- Lisbon, Portugal
- Tokyo, Japan
- Dublin, Ireland
- New York, USA
- Sydney, Australia
- Dubai, UAE
- Montreal, Canada
- Munich, Germany
- Bangkok, Thailand
Concrete Holidays
As a noteworthy suite of new hotels prepares to open and transform the Australian hotel landscape, more than half (60%) of Aussies are planning to stay in a city hotel next year, says Expedia’s research.
Sydney and Melbourne are set to benefit most from this revitalisation, with Wotif data confirming both cities are already seeing strong growth — Melbourne accommodation demand increased close to 130% in the last year, followed by Sydney at almost 90%.
The report says the following are the most anticipated Australian city hotel openings next year:
- The Ritz-Carlton | Melbourne, VIC
- W | Sydney, NSW
- Mandarin Oriental | Melbourne, VIC
- Rosewood Hotel | Brisbane, QLD
- Dorsett Hotel | Brisbane, QLD
- Capella | Sydney, NSW
- TRYP by Wyndham Pulteney Street | Adelaide, SA
- 25hours Paddington | Sydney, NSW
- Vibe Hotel | Adelaide, SA
- The Motley | Richmond, VIC
Foodie-Menities
For travellers staying in holiday homes, places with kitchens are a must, says Stayz data. Nearly half of Aussie travellers (45%) say they’re cooking in their holiday homes to cut down on costs. 2 in 5 (41%) enjoy buying from the local supermarkets or farmer’s markets.
Almost half (44%) of Aussies say they love cooking together as a group activity while on a holiday, and the top cooking appliances or amenities that they would love to see in their next holiday home are an outdoor kitchen (57%), professional coffee machine (47%), and deep or air fryer (39%).
Alfresco dining, in particular, was called out as two-thirds (67%) of Australians said it was their preferred place for meals.
Hay-Cations
Rustic getaways are on the rise, and Expedia dubbing the type of holiday a ‘hay-cation’. They’re stays in the countryside, converted barns or rural farmhouses.
According to Stayz, demand for holiday homes in some of the country’s top rural destinations is up by more than 90%. Interest in mountainside destinations with breathtaking views of lakes and rivers is also up by 50%
The top five Stayz Hay-cation properties include:
- The Maple Lodge | Robertson, NSW
- Coolabah FarmHouse | Bungonia, NSW
- Rushy Creek Farm | Karrindale, WA
- Arbor Escape | Upper Colo, NSW
- Fawlty Farm | Taylor Bay, VIC
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