Travel Trends

Expedia Group’s Travel Trends is an annual report detailing the up-and-coming trends on the horizon for the upcoming year. The trends are based on a combination of first-party data from the Expedia Group platform, as well as a global consumer survey of 20K travelers around the world.  

For 2024, Vrbo’s main travel trend was ‘Mills, Barns, and Farms.’ To bring this campaign to life, I traveled to upstate New York and visited several vacation rentals, including a converted mill, a barndominium, and a working farm where travelers can stay to get off the grid. I captured photos and 16:9 video using my iPhone at each vacation rental that was turned into social-first content to promote the campaign. We were able to use the footage for multiple assets including one compilation video of the overall trend, and three more videos of footage from the mill, barndominium, and farmhouse. We also repurposed the video assets for always-on content and other campaigns, such as our annual 12 Days of Cabin holiday giveaway. This content was the highest performing in the history of Travel Trends proving that taking a native approach to social media is often the best way to meet and engage your audience.