Expedia Group
Unpack 2025, Expedia Group’s annual tradition of unveiling upcoming travel trends, is what you may call an ambitious undertaking. Research and editorial teams began by building an editorial report from data that’s rooted in buying patterns and search results. Expedia Group then brought my AD partner and I in to distill the report’s 2025 travel trends into hundreds of made-for-social deliverables for different platforms across four distinct brands: Expedia (inspired), Hotels.com (youthful), Vrbo (luxe), and Wotif (Australian).
Across these disparate brands, we built one singular campaign, “Somewhere to look forward to,” an idea that’s all about the excitement that comes from having travel plans on the horizon.
We internalized the four unique brand personalities and then created carousels, polls, in-feed posts, influencer reels, and infographics, across three separate phases of the customer journey.
Unpack 2025 ended up commanding plenty of press with mentions in Time Out, Business Wire, Forbes, and more. And on a personal note, I loved working on travel after spending the better part of the past three years exploring local and international destinations.
