Travel Trends

Expedia Group’s Travel Trends is an annual report that highlights emerging travel behaviors and insights for the upcoming year. The trends are informed by a combination of first-party data from the Expedia Group platform and a global consumer survey of over 20,000 travelers.

For 2024, Vrbo’s featured trend was “Mills, Barns, and Farms”—a celebration of rustic, off-the-grid stays in unique, countryside properties. To bring this campaign to life, I traveled to Upstate New York to capture content at several standout vacation rentals, including a converted mill, a barndominium, and a working farm. Using just an iPhone, I filmed and photographed each location, creating social-first content that aligned with platform best practices.

The footage was transformed into multiple assets: a hero compilation video showcasing the overall trend and individual spotlights for each property. These videos were further repurposed for ongoing brand initiatives, including Vrbo’s 12 Days of Cabins holiday giveaway.

This campaign produced the highest-performing content in the history of Travel Trends, underscoring the power of native, authentic storytelling in driving social media engagement.

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