Today’s tourism landscape is being reshaped by a wave of new behaviours, according to Expedia Group Senior Director, Market Management, APAC, Darren Karshagen.
With today’s travellers seeking richer, more meaningful experiences, the tourism landscape is being reshaped by a wave of new behaviours – and Expedia Group is at the forefront of identifying what’s next.
One standout shift is the growing demand for Detour Destinations: the less crowded, more affordable alternatives to iconic travel hotspots, with travellers trading Paris for Reims, Milan for Brescia, and Melbourne for Hobart. These destination swaps reflect an increasing desire to escape the mainstream without sacrificing authenticity or quality.
We’re also seeing experience-led hotel selection reshape booking decisions. Guests are no longer just booking a room – they’re booking the memories that come with it. In Australia, 63% of travellers say a notable hotel restaurant influences their booking decision. Properties like Ardo in Townsville and Sydney Common at Sheraton Grand are not only elevating the dining experience but driving travel demand in their own right.
Another trend gaining momentum is sports tourism. Recent Expedia Group research revealed nearly half of global travellers are planning a sports-related trip in the next year – spending over $1,500 per trip on average. Whether it’s international tournaments or local competitions, fans are extending stays and seeking premium accommodation to maximise the moment.
Technology is also helping power these trends. Tools like Expedia Group’s One-Click Trips are streamlining the path from inspiration to booking – connecting travellers with the destinations and experiences that best match their interests. From influencers to itineraries, wanderlust is being turned into action with greater ease than ever before.
Across these shifts, one theme is clear: travel is becoming more intentional, personalised, and emotionally driven. For accommodation providers and tourism operators, this presents an opportunity not just to meet demand, but to help shape it.
The future of travel belongs to those who deliver more than a stay – those who deliver story-worthy experiences at every touchpoint.