The No-Normal: Unexpected Travel Trends In 2023

Set-Jetters and Culture Capitals: Expedia Reveals 2023 Travel Trends

Expedia unveiled a comprehensive view of traveller trends across Expedia^® and the broader travel industry in 2023. These top travel trends prove there is no “one-size-fits-all” travel in 2023.[i] Instead, these trends point to a year defined by the “no-normal.” 

Unexpected Travel Trends in 2023:

Set-Jetters

Booking a trip after binging a popular new series will become serious business in 2023. Expedia research globally confirms that streamed movies and TV shows are now the top sources of travel inspiration (40%), outpacing the influence of social media (31%). Furthermore, the small screen is now considered on par with recommendations from friends and family when it comes to travel inspiration. This travel inspiration trend is also heavily reflected amongst local Hong Kong travellers:

• In Hong Kong, three in every four (75%) of travellers say they have considered visiting a destination after seeing it on a show or movie on a streaming platform, and a whopping 65% went and booked a trip. 
• The top destinations for Hongkonger’s include perennial favourites Japan and Korea, heavily influenced by the local craze for J and K-Pop bands and the influence of TV soap-series on streaming platforms.
• Food-related programmes also stir the appetite for travel, with 46% of Hong Kong respondents influenced by content featuring culinary destinations, followed by content featuring outdoor-destinations and mind-blowing landscapes (39%), and shows and movies set in beach destinations (33%). 

Culture Capitals

For international markets, national parks and rural retreats had big moments the past two years, whilst Hongkongers have ‘Staycationed’ throughout the territory. Now, it’s time for cities to see a comeback. Based on global traveller demand, most of the destinations seeing the largest increases are all culture-rich cities where art and culture festivities are getting back to full swing. Check out the Edinburgh Fringe in Scotland or drink in the cherry blossoms in Tokyo. In 2023, culture capitals are calling:[ii]

• Edinburgh, Scotland​
• Lisbon, Portugal​
• Tokyo, Japan​
• Dublin, Ireland​
• New York, USA​
• Sydney, Australia​
• Dubai, UAE​
• Montreal, Canada​
• Munich, Germany​
• Bangkok, Thailand

For Hong Kong, the easing of border restrictions and implementation of the “0+3” scheme has meant Hong Kongers’ are now eager and ready to travel in 2023, with new international city destinations now on the rise.

Fast-growing Destinations for Hong Kong Travellers[iii]

• Munich, Germany
• Auckland, New Zealand
• Ho Chi Minh City, Vietnam
• Paris, France
• Selangor, Malaysia
• Switzerland Ski, Switzerland
• Rome, Italy
• Melbourne, Australia
• Adelaide, Australia
• Pattaya, Thailand

An optimistic industry pushes forward

For the first time, the 2023 travel trends are being released at the same time as insights from industry professionals, from airlines to hotels to vacation rental hosts and more. In a tailored report for travel partners, Expedia Group reveals the ways that the pandemic forever changed travel. The research shows the highest levels of optimism since 2020. Most professionals expect leisure (71%) and business (70%) travel to return to pre-2020 levels within two years. While travellers looking for a change of scenery kept the industry afloat during the pandemic, all eyes are on the return of international and business travel. In fact, more than half (51%) in the industry say business is their organization’s highest priority in 2023.  

Another insight from industry professionals shows travelers are choosing options aligned with their personal values such as sustainability, inclusivity, and accessibility. Most travel businesses (60%) made changes in the last year to ensure their services are inclusive and accessible. In fact, sustainability is tied with marketing as the highest area of investment for 2023, with one in five industry professionals saying they plan to invest in sustainability next year.

For the full industry report on insights and actions for travel partners, download the Traveller Value Index 2023

For the full consumer report on The No-Normal; Unexpected Travel Trends in 2023, go to this link for more details.

[i] Methodology  

The No-Normal study was conducted on behalf of Expedia Brands by OnePoll, a global strategic research firm. The survey was conducted online from September 22 – October 14, 2022, across North and South America, Europe, and Asia-Pacific using an amalgamated group of best-in-class panels. The study was conducted among 24,000 respondents across 17 markets, amongst adults who are planning domestic or international travel in the next 36 months.     

The Traveller Value Index (consumer) research was conducted by Wakefield Research among 11,000 nationally representative adults ages 18+ in eleven markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South Africa, South Korea, the United Kingdom, and the United States) in June-July 2022, using an email invitation and an online survey. The data was weighted to ensure reliable and accurate representation. The overall margin of error for this study is +/-.93 at the overall level and +/-3.1 in each market, at 95% confidence.

The Traveller Value Index (industry professional) research was conducted by Wakefield Research among 100 travel professionals each in 11 markets (Australia, Brazil, Canada, France, Germany, Japan, Mexico, South Africa, South Korea, the United Kingdom, and the United States) in June-July 2022, using an email invitation and an online survey. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.0 percentage points for the total 1,100 respondents, and 9.8 percentage points for the 100 respondents in each country, from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

[ii] Based on global lodging demand and interest on Expedia, comparing data for travel spanning 2021 – 2023 to identify the fastest-growing destinations as of September 30, 2022 

[iii] Based on accommodation demand on Expedia.com.hk comparing data for travel spanning in 2022 and 2021 in order to identify fastest-growing destinations as of September 30, 2022

[iv] Based on accommodation interest on Expedia.com.hk for travel in 2023 as of September 30, 2022