The Big Picture

If you’re wondering about the trends in travel in 2023, then the Expedia Group’s 2023 Traveler Value Index may hold some answers, including the fact that Canadians are the most likely to travel internationally in the next 12 months.

For the first time, Expedia Group is unveiling a comprehensive view of travel trends across Expedia, and Vrbo, and the broader travel industry in 2023.

The Index is sourced from the company’s first-party data and custom research of thousands of travellers and industry professionals across 17 countries, and discovering that 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.”

Jon Gieselman, Expedia Brands President, points out that: “When we look at Expedia, and Vrbo data together, we see a detailed and robust picture of travel into 2023.”

Gieselman continued: “We’re seeing a surge in trips to culture capitals, a new wave of interest in wellness retreats, and a spike in demand for outdoor destinations beyond just beaches and mountains — not a new normal but people branching out to unexpected trends in what we’re calling the ‘no normal’.”

The Index also revealed some ‘unexpected’ travel trends for 2023, reporting that booking a trip after binging a popular new series will become serious business in 2023.

Expedia research confirms that streaming movies and TV shows are becoming more popular as sources of travel inspiration (22%), closing the gap on the most popular source, social media (30%).

Furthermore, the small screen is now considered on par with recommendations from friends and family when it comes to travel inspiration.

Consider the following:

  • In Canada, more than half (60%) of travellers considered visiting a destination that was featured on a show or movie on a streaming platform, and 27% went and booked a trip.
  • Top destinations include the UK and New Zealand, with its landscapes featured this year in a major fantasy epic, Paris and New York also ranked highly, as well as the stunning beach resorts of Hawaii.

While national parks and outdoor spaces had big moments over the past two years, it’s now 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 arts and cultural festivities are getting back to full swing.

The Index also reports that travellers are seeking smarter ways to see the world, without compromising on comfort or cool factor.

In Canada, 41% of travellers admit they are more concerned with value for money than ever before. data shows interest in three-star hotels is up more than 20% globally.

Travellers are also exploring unassuming locales and new places. Demand for Vrbo’s private vacation homes in each of these destinations has increased by 30% or more since September 2021:

  • Cape Breton, NS
  • Chaudière, QC
  • Charlottetown, PEI
  • Canmore, AB
  • Calgary, AB
  • Prince Edward County, ON
  • Winnipeg, MB
  • Québec City, QC
  • Cowichan Valley, BC
  • Saanich, BC

Travel in 2023 will be about saying “no” to normal, breaking routines and searching for experiences without compromises. Whether it’s flying to those once-in-a-lifetime events or hosting group celebrations at a holiday home, travellers are no longer adapting to the next new normal, but creating their own status quo altogether.

Industry Optimism

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 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.

Go to for more.