According to the Unpack ’27 report by Expedia Group, experts have identified four main travel trends for 2027. These include a return to childhood (Un-Adulting), short “mini” getaways, gothic hotels and shifts in set-jetting.
Return to childhood and ‘gothic’ weekends
The Un-Adulting style of holiday involves stepping away from adult responsibilities in favour of carefree, nostalgic travel. In 2027, 57% of travellers plan to choose this style of trip, and among Zoomers and millennials it reaches 71%.
At the same time, interest is rising in hotels with a sombre, dramatic aesthetic: 65% of travellers would like to stay in a gothic-style hotel, and among younger generations this figure also reaches 71%. Gothic destinations are being considered as year-round options rather than merely seasonal themes.
Short mini-breaks and changes in set-jetting
Interest in short trips continues: searches related to one-night stays have risen by almost 10%, while social media interest in 24-hour trips has increased by 12%. Reasons cited for such “mini-trips” include celebrating an important event (34%), attending a concert or show (32%) and a quick “reset” between longer trips (28%).
The set-jetting phenomenon is evolving: almost half of respondents search for or book trips to locations before they appear on screens, and among Zoomers and millennials this reaches 58%. Searches related to Monaco rose by more than 120% within 30 days after filming was announced, and mentions of Miami in a travel context increased by 64%.
Popular destinations for 2027
Experts predict that among the sought-after destinations for 2027 will be Hyogo Prefecture in Japan, Holbox Island in Mexico, the city of Busan in South Korea and the city of Perugia in Italy. Experts highlight these locations for the expected traveller interest.
The named destinations appear on the list of most popular places in the forecast for next year and are already appearing in searches and mentions, indicating heightened interest in specific regions and cities.
Impact of the trends on the Ukrainian market
Changes in demand for overseas holiday formats may affect travel flows, prices and demand for the services of Ukrainian tour operators and hoteliers. Increased interest in certain formats and destinations can also influence staffing needs and the export of tourist services.
These trends could be reflected in tariffs, the range of tour products, and demand for seasonal offers from Ukrainian companies that operate with foreign destinations.
