Jet Setters and Culture Capitals: Expedia reveals 2023 Travel trends

No “one-size-fits-all” travel in 2023

  • 08:42 AM, 18 Nov, 2022
Cultural Capitals are calling. View of the Clock Tower, located on the headpier of Quai de l'horloge, in Montreal's Old Port, during a fireworks display. Also, view to the Jacques-Cartier Bridge. Michael Vesia Photo.

(Singapore, 17 November 2022) For the first time, Expedia Group unveiled a comprehensive view of traveller trends across Expedia® and the broader travel industry in 2023. Sourced from the company’s first-party data, and from custom research of thousands of travellers and industry professionals across 17 countries, these top travel trends prove there is no “one-size-fits-all” travel in 2023.

Instead, these trends point to a year defined by the “no-normal.” “When we look at the Expedia data, we see a detailed and robust picture of travel into 2023,” said Jon Gieselman, president, Expedia Brands. “We’re seeing a surge in trips to culture capitals and TV shows influence tourism—not a new normal but people branching out to unexpected trends in what we’re calling the ‘no normal.”

Lavinia Rajaram, (left) Asia Head of Public Relations, Expedia Brands, Choy Wan, (right) host for the event.

Unexpected Travel Trends in 2023: Set-Jetters Booking a trip after binging a popular new series will become serious business in 2023. Expedia research confirms that streamed movies and TV shows have influenced Singaporeans’travel decision making, with 35% admitting that the influence had increased in the last 12 months.

• Nearly 1 in 4 (23%) say that watching a series or movie is most likely to pique their interest in travelling to that destination – more than social media influencers (16%).

• In Singapore, more than three-quarter (76%) of travellers considered visiting a destination after seeing it on a show or movie on a streaming platform, and 1 in 2 actually made a booking.

• Shows  or  movies  that  are  set  in  outdoor destinations  with mind-blowing  landscape  (41%)  and  beach destination (40%) were found to impact Singaporeans’ travel destination decisions the most.

• Unsurprisingly, Japan (40%) and South Korea (39%)are the top two destinations Singaporeans consider visiting with the influence of popular Asian series and moviesfeatured in the scenic destinations.

French circus artiste, Antoine, performing in the High Street with the help of three young volunteers. Kim Traynor Photo.

Culture Capitals, National parks and rural retreats had big moments the past two years. Now, it’s time for cities to see a comeback. Based on 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, get soaked at the Songkran water-fights in Bangkok or drink 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.

With Singapore  travellers  drawing  inspiration  from  their  favourite  streamed  content,  culture  capitals that  feature  the backdrop of popular streamed TV shows and movies top the list of popular destinations Singaporeans are looking towards for travel in 2023.

Top 10 Popular Destinations for Travel in 2023

1.Bangkok, Thailand

2.Tokyo, Japan

3.Seoul, South Korea

4.Bali, Indonesia


6.Hokkaido, Japan

7.Phuket, Thailand

8.London, United Kingdom

9.Paris, France1

0.Johor, Malaysia

For travellers looking beyond the small screens for inspiration, consider the following trending destinations for travels in 2023:

Top 10 Trending Destinations for Singapore Travellers

1.Da Nang, Vietnam

2.Pahang, Malaysia

3.Lucerne, Switzerland

4.Langkawi, Malaysia

5.Brisbane, Australia

6.Perth, Australia

7.Hanoi, Vietnam

8.Krabi, Thailand

9.Busan, South Korea

10.Jeju Island, South Korea

Based on global lodging demand and interest on Expedia, comparing data for travel spanning 2021 –2023 to identify the fastest-growing destinations as of 30 September 2022. Based on accommodation interest on in order to identify top searched destinations for travel in 2023 as of 30 September 2022. Based on accommodation demand on, comparing data for travel spanning in 2022 and 2023 in order to identify the fastest-growing destinations as of 30 September 2022.

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 organisation’s highest priority in 2023.  

Another insight from industry professionals shows travellers 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, visit here.

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