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Places that are less known and less crowded

Places that are less known and less crowded

The biggest travel trend of 2022 was spending big – and people eagerly booked bucket list-style trips to places like Bali, Rome, London and Paris.

However, two new reports show that travelers are now in a very different situation.

Trend reports from Expedia and Booking.com show that vacationers are forgoing exciting trips to global hotspots in favor of quieter trips to places that are less well-known and far less crowded.

According to Expedia’s Unpack ’25, a travel trends report that surveyed 25,000 respondents from 19 countries, approximately 63% of travelers said they would likely visit an off-the-beaten-path destination on their next trip.

Flight searches on Expedia from September 1, 2023 to August 31, 2024 indicated increased interest:

  1. Reims, France
  2. Brescia, Italy
  3. Cozumel, Mexico
  4. Santa Barbara, California
  5. Waikato, New Zealand
  6. Girona, Spain
  7. Fukuoka, Japan
  8. Abu Dhabi, United Arab Emirates
  9. Krabi, Thailand
  10. Canmore, Canada

“Many destinations are pretty crowded,” said James Marshall, vice president of global flight accounts at Expedia. “Many travelers want something different. They want to move away and find equivalent destinations that haven’t been discovered by as many people yet.”

Expedia’s James Marshall, who is part Spanish, said Girona was a great change from the hustle and bustle of Barcelona. “Beautiful city, beautiful architecture, great cathedral… but the landscape around it is also fantastic.”

Bloodua | Istock | Getty Images

United Airlines said this month it will expand its international flights to Senegal, Greenland and Mongolia next year in a bid to spur interest in travel to the next “it” destination.

Patrick Quayle, United’s senior vice president of global network planning and alliances, told reporters that smart travelers have visited Paris, Rome and Madrid many times.

“They’re looking for something different,” he said.

Cheaper and more relaxed

But there are other reasons why travelers want to take the road less traveled, said Greg Schulze, chief commercial officer of Expedia Group.

These destinations tend to be cheaper and more relaxing, Schulze told CNBC Travel.

“Travel prices have increased these years,” he said. “Rerouting destinations are often cheaper for travelers…they can get a better experience for less money.”

Even lesser-known places meet travelers’ increasing interest in “authentic” experiences, said Schulze.

Marshall added that travel influencers also drive interest in new places.

“Trendsetters are often the ones who do a lot of research and find these alternatives because they feel like they need it.” [to]” he said. “Social media amplifies a lot.”

“Authentic, off the beaten path”

A trends report released Wednesday by Booking.com concluded that travelers share a desire to explore less-visited places.

“The desire for authenticity off the beaten track will increase Experiences,” reads the opening line of Booking.com’s “2025 Travel Predictions.”

According to a Booking.com survey of more than 27,700 respondents from 33 countries and territories, around 67% of adult travelers said they would like to visit less crowded destinations.

A separate report from the company, also released Wednesday, listed ten “trending goals” in which the company has seen an increase in interest compared to last year:

  1. Sanya, China
  2. Trieste, Italy
  3. Joao Pessoa, Brazil
  4. Tromso, Norway
  5. Willemstad, Curacao
  6. Tignes, France
  7. San Pedro de Atacama, Chile
  8. Naha, Okinawa, Japan
  9. Villajoyosa, Spain
  10. Houston, United States

The mindset of missing out

Expedia declared 2022 the year of the GOAT, or “greatest of all trips.”

But travelers’ mindsets are changing, they said, and more people are getting excited about JOMO, or the “joy of missing out.”

According to Marshall, 62% of travelers surveyed say “JOMO travel” reduces stress and anxiety, and nearly half say it allows them to better connect with loved ones.

Expedia’s survey shows travelers are willing to “do less on vacation,” according to the Unpack ’25 report.

Klaus Vedfelt | Digital vision | Getty Images

He noticed interest in vacation home rentals near beaches, lakes and in the mountains. Additionally, vacationers say they want amenities that show they want to spend a lot of time indoors, from pools and gardens to “porches with a view,” he said.

“You go there with your friends, with your family, away from the crowds, away from the hustle and bustle,” he said. “And you’re very glad you missed everything else.”

—CNBC’s Leslie Josephs contributed to this report.