kabarsula Birds of a feather love to travel together, or so the data says bandar SLOT INDONESIA

Birds of a feather love to fly together, and nowhere is this truer than in the travel industry right now.

The days of cookie-cutter holidays are giving way to something more specialised. Much like our phone algorithms, travel is increasingly about personalisation, with new data from Expedia and Booking.com pointing to growing demand for holidays built around individual interests, shared passions and human connection.

Expedia and Stayz’s Unpack ’27 report found 88 per cent of Australian travellers are likely to take a hobby-focused trip in 2027, rising to 93 per cent among Gen Z and millennials. Nearly a third (31 per cent) said hobbies play a bigger role in how they travel than they did five years ago.

From photography and crafting to board games and stargazing, the activity itself is increasingly becoming the reason to book a holiday.

And it is not just about the hobby. Stayz found 51 per cent of travellers interested in hobby-focused holiday rentals were motivated by spending time with people who shared their interests.

Booking.com’s 2027 Travel Predictions point to a similar appetite for connection, with 55 per cent of solo travellers who had travelled alone saying a shared physical activity or challenge had led to a lasting friendship or connection. More than half of solo travellers (54 per cent) were interested in joining a community of like-minded people while travelling.

Whether it is a fitness event, a walking holiday or a weekend away with fellow enthusiasts, travellers are increasingly looking for experiences that bring them together with people who share their passions.

The shift also reflects a broader move towards more personalised travel. Booking.com found 78 per cent of Australian travellers would choose a destination based on how they want to feel, rather than where they want to go.

For the travel industry, that creates an opportunity to think beyond the traditional destination-led itinerary. Instead of simply asking where customers want to go, the question may increasingly be what they want to do, who they want to meet and what they want to take away from the experience.