TLDR: Expedia’s Unpack ’25 report highlights fresh travel trends, revealing new opportunities for hospitality brands to connect with modern travelers. Here’s how video production and photography can help brands capture the essence of these trends, driving engagement and bookings along the way.
Expedia’s "Unpack ’25 Travel Trends report just dropped, and it’s packed with insights into what travelers are craving right now. We’re talking about "detour" destinations, JOMO-inspired relaxation spots, and experiences that go way beyond the basics. However, there's an important point to consider: these trends only work for your brand if you know how to visually capture and share them. Let’s break down each trend and explore how top-notch video and photography can bring these travel shifts to life for your audience. Ready to dive in? Let’s go.
1. Detour Destinations: Making the Unseen a Must-See
Travelers want to break away from the usual tourist hubs and head somewhere fresh—places that might not even be on the map yet. The desire is to feel like pioneers, discovering hidden gems that haven't yet been overrun by the masses.
Why It Matters for Your Brand
The beauty of these lesser-known spots is that they feel exclusive and authentic. Capturing these locations with drone shots, immersive video tours, and beautiful stills transforms them from unknown to bucket list-worthy. Video and photography have the unique power to portray these locations as secluded paradises, urging travelers to choose your brand as the gateway to unforgettable discoveries.
A well-shot video capturing unspoiled nature, beautiful landscapes, and intimate details can turn even the smallest nook into a sought-after adventure. High-quality imagery provides a sense of authenticity and adventure that travelers crave, offering an emotional pull that can help lesser-known places become top-of-mind for adventurous tourists.
High-quality video and photos can make the most out-of-the-way locations feel like must-see destinations. Showcasing these untouched places as rare and valuable creates a sense of urgency and exclusivity.
Pro Tip: Imagine a rustic boutique hotel in a remote location. Use drone footage to showcase the scenic isolation, creating a mini-film that invites viewers to experience the peaceful solitude for themselves. Show how the experience offers a chance to disconnect from the busy world and immerse themselves in pure, unadulterated beauty. Include shots of visitors exploring secret trails, sipping coffee while watching the sunrise, or cozying up around a fire under a blanket of stars. The goal is to evoke the feeling that this hidden spot is worth venturing off the beaten path.
2. Goods Getaways: Telling Stories Through Local Craft
Some travelers are now journeying specifically to buy local products or experience local craftsmanship. They want more than a souvenir—they want to feel like they’re taking a part of the destination home with them. These guests crave stories, tradition, and a sense of connection to the culture they are visiting.
Why It Matters for Your Brand
Video and photography bring the story behind the product to life. Show the artisans in action, highlight the creative process, and make viewers feel connected to the destination through the products they can take home. A stunning video featuring artisans at work, weaving intricate designs or handcrafting unique pieces, offers a glimpse into the culture that is much more compelling than an ordinary advertisement.
Your brand can create a bridge between travelers and local culture, turning your property into more than just a place to stay—it becomes a portal to experience the region’s traditions. A beautifully edited clip showcasing artisans at work can make a single handcrafted bowl worth traveling for, as viewers feel the heart and history behind the product.
Great visuals turn local crafts into must-have items by connecting them to the destination’s story. Beautifully composed images or videos showing the sweat, skill, and passion behind the craft make it far more desirable.
Pro Tip: If your property is near a local artisan shop, create a video that captures the artisans at work, showing off their skills and dedication. Not only does this enrich the guest experience, but it makes your location part of the story.
Create a narrative that emphasizes the craftsmanship and dedication, making each item not just a product, but a memory forged in that destination. Use close-ups of hands working on intricate details, time-lapses of the process from raw materials to finished product, and interviews with the artisans sharing what inspires their craft.
3. The All-Inclusive 2.0: Experiences Worth Showing Off
Forget the basic all-inclusive package. Today’s travelers are craving something with a twist—think farm-to-table dining, adventure excursions, wellness retreats, or creative classes. The goal is to have experiences they can share and remember, something unique that will make their vacation truly special.
Why It Matters for Your Brand
People want experiences they can share (and brag about). Using video to showcase these upgraded amenities helps guests envision themselves fully immersed in these unique offerings. Visual storytelling plays a pivotal role in showing how your brand redefines the meaning of "all-inclusive," offering not just convenience, but also enriching, memorable adventures.
Take viewers on a virtual tour of your unique offerings. A 60-second highlight video showcasing activities—from making their own cocktails to trying a new watersport—can make travelers feel like they are already there, creating excitement that drives bookings.
Video content isn’t just informative—it’s aspirational, letting potential guests imagine their own unforgettable stay. It shows them what’s possible, making their decision easy.
Pro Tip: Imagine a 24-hour experience video at your resort, from sunrise yoga and paddleboarding to an evening bonfire. Capture the journey in a way that makes viewers think, "I want that day." Make use of vibrant colors, energetic scenes, and smooth transitions to convey a full day of joy and excitement, giving viewers FOMO they can't ignore. Highlight everything from the intricate details of the meals prepared by your chefs to the laughter shared by guests during group activities, drawing them into the experience.
4. The Hotel Restaurant Renaissance: Make Dining a Destination
Gone are the days when hotel restaurants were just for convenience. Now, they’re destinations in their own right, and guests want dining experiences worth writing home about—literally. These restaurants are often the highlight of a guest's stay and can play a major role in shaping their overall experience.
Why It Matters for Your Brand
Video and photography give potential guests a taste (literally) of what’s waiting for them. Close-ups of signature dishes, chef spotlights, and ambiance shots turn your restaurant into a dining must-visit. Food, after all, is more than sustenance; it’s an experience, a story of flavors that travelers want to hear—and share.
A well-produced video showing the creativity and passion that goes into every dish can elevate a hotel restaurant from just an option to an attraction. By showcasing the vibrant energy of your culinary team, the quality ingredients, and the ambiance, you give potential guests a reason to look forward to dining with you.
Visuals make food come alive, transforming a restaurant from a pit stop into a top attraction. Delicious dishes photographed in the perfect light can make viewers taste the experience in their minds.
Pro Tip: Feature your head chef in a short video that shows their culinary process. Let viewers watch the plating, the technique, and the passion, giving them a behind-the-scenes experience before they even arrive. You could even have the chef introduce some of the signature dishes, describing the ingredients and inspiration, which adds layers of connection to the food and experience.
Highlight the little moments, like the sizzle of a pan, a delicate garnish being added, or the smile on the chef’s face—these are the elements that will make viewers remember your dining experience.
5. JOMO Travel: Sell the Unplugged Experience
Some travelers are all about the "Joy of Missing Out" (JOMO)—they’re actively seeking places that let them relax, recharge, and unplug from the digital world. These travelers are done with the hustle and crave peaceful solitude that brings them back to themselves.
Why It Matters for Your Brand
Video and photos that highlight tranquility are a direct hit for JOMO seekers. Show off the serene, unhurried parts of your property, like private beach spots, spa treatments, or cozy nooks. By emphasizing peaceful, serene imagery, you can directly connect with travelers who are looking for an escape from the chaos of their everyday lives.
Show what it’s like to simply do nothing and enjoy it. Capture the stillness of a sunset, the comfort of reading a book in a hammock, or the relaxation of a long massage. These visuals allow your audience to feel the calm before they’ve even packed a bag.
Sometimes, the best marketing is simply showing people what it feels like to do nothing at all. Letting them visualize their own stress melting away is an irresistible allure.
Pro Tip: Capture slow-motion shots of the ocean waves, the stillness of a cozy room, or the relaxation of a spa day. Help guests picture themselves unplugging and enjoying a much-needed digital detox. Videos that feature deep, soothing tones and the comforting rhythm of nature can be incredibly effective in drawing JOMO travelers in.
Use a combination of wide-angle shots and close-ups to create a sense of personal space and intimacy—invite viewers to step into a moment of serenity.
6. The Phenomena-List: Make the Unmissable Unforgettable
From natural wonders to local festivals, travelers are prioritizing trips around once-in-a-lifetime events. These unique experiences are becoming the main draw, transforming how people choose where to travel and when.
Why It Matters for Your Brand
Time-lapse videos, close-ups, and dynamic shots can capture these unique experiences in a way that words just can’t. This type of content builds anticipation and inspires people to book trips for those unforgettable moments. Showcasing an epic festival, a breathtaking natural phenomenon, or a cultural celebration makes travelers eager to be part of the magic.
For example, capturing the colorful energy of a local festival through slow-motion and hyper-lapse techniques can make your audience feel the excitement in their bones. Highlighting these experiences helps build the story of why visiting your location is so special, beyond just the amenities.
Highlight: Creating content that captures the magic of these events gives travelers one more reason to choose your location. The more visually compelling it is, the stronger the emotional pull.
Pro Tip: If you’re in a place known for a natural phenomenon (like the Northern Lights or seasonal migrations), use video to capture it. These are once-in-a-lifetime moments that can make your property a must-visit.
Capture the reactions of onlookers to add a human element—show the awe, the wonder, and the joy. Mix in storytelling elements like local legends or interviews with residents who have lived through these experiences many times to make the magic feel even more tangible.
7. Set-Jetting: Cater to Fans of Iconic Film Locations
Set-jetting (traveling to locations featured in movies and TV shows) is a big deal for today’s travelers, who want to live out scenes from their favorite shows.
Why It Matters for Your Brand
If your location has ties to pop culture, capitalize on it! Use video and photos to highlight any famous sites and offer themed experiences to immerse guests in the story. Travelers want to step into the worlds of their favorite characters and feel like part of the adventure.
Visual content that ties into popular culture can transform your destination into a fan pilgrimage site.
Pro Tip: If your property or a nearby site has been featured in film, create a short video tour that takes guests on a behind-the-scenes look, turning your location into a living movie set. Add commentary on how the location was used in production and share fun behind-the-scenes facts. This creates a sense of excitement and an emotional link between your property and iconic moments from beloved shows or films.
8. One-Click Trips: Make Booking a No-Brainer
The modern traveler craves a streamlined experience, from browsing to booking. Great visual content simplifies the process and builds immediate interest.
Why It Matters for Your Brand
Mobile-friendly, high-quality images and videos make the decision easy. If travelers can “see” themselves in your content, they’re more likely to book on the spot. Providing visually engaging content that leads directly to a booking link can minimize the friction between inspiration and conversion.
Effective imagery should help eliminate doubts—showing not just what your property looks like, but what it feels like to stay there. The easier you make it for potential guests to imagine themselves in your rooms, enjoying your amenities, or having unique experiences, the easier it is for them to hit “Book Now.”
Visuals that are easy to navigate and share help move travelers from curious to committed. Compelling, mobile-optimized content has the power to make bookings feel like a natural next step rather than a decision to be pondered.
Pro Tip: Create social media-ready content that leads to a direct booking link, making it easy for viewers to go from “wow” to “book now” in just one click. Consider using short, snappy videos that showcase the highlights of your property or special deals, and pair them with a clear call-to-action that guides viewers seamlessly to booking. The goal is to minimize barriers to conversion by providing everything they need in one place—visual appeal, information, and ease of access.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities convey compelling stories through high-impact photos and videos.
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