Expedia lists Geelong, Lorne in its 2024 travel trends

Totti, owned by Merivale, opened in Lorne earlier this year. Photo: ASHLEY LUDKIN

EXPEDIA Group has earmarked two locations in the Geelong region as hot destinations in its Unpack ’24 list.

The company that owns well-known travel brands Expedia, Wotif and Stayz released its analysis of what is motivating travellers now and where they are going next year.

Geelong and Lorne are cited in Wotif’s “Regional Glow Ups” category, a phrase borrowed from the beauty industry that means a significant transformation in appearance and style.

Expedia Group says high-class hotels and famous Sydney restaurants are establishing themselves away from city centres, which is offering a new experience to regional Australian travellers.

Nearly two in five Australians say travelling to new and different regional towns has increased in appeal over recent years, with 34 per cent saying one or two new openings is enough to make them want to travel to a particular destination.

In Geelong, the new Geelong Quarter development where the new Holiday Inn and Suites has just opened is proving a drawcard.

Within the development, celebrity chef Adrian Richardson has opened a new steakhouse, Maestro, which showcases the region’s best local produce and wines.

In the Surf Coast, Merivale’s first Victorian restaurant Totti opened in Lorne earlier this year and has turned the coastal town into an all-year-round destination, with the “Totti effect” reportedly attracting up to 700 patrons a day.

Other places listed as Regional Glow Ups include Newcastle in New South Wales, Kirra in Queensland, and Bellingen in New South Wales.

Unpack ’24 is based on the group’s first-party travel data, and a global consumer survey of 20,000 travellers.

“With Unpack ’24 we delve deep into our insights across our Expedia Brands to uncover unexpected destinations and intriguing motivations behind people’s travel choices,” Expedia brands managing director Daniel Finch said.

“Whether it’s visiting a regional ‘glow up’ destination to check out a new opening, or travelling to see Taylor Swift or Coldplay in concert, these trends define the landscape of travel in 2024.”

To read the full report, head to expedia.com.au/travel-trends-unpack-24