Geelong is hot on the radar for travellers next year with new features contributing to the region’s ‘glow up’, according to recent Expedia Brands data.
Expedia, Wotif, and Stayz released Unpack ’24 on November 14, which provides a comprehensive worldwide look at what motivates travellers and where they plan to go in 2024.
Geelong was identified as a top regional glow-up, a play on the phrase grow-up, destination from a global consumer survey of 20,000 travellers.
The data showed that the state’s second-largest city had significantly transformed its appearance and style thanks to the new Geelong Quarter food and beverage precinct.
The precinct is located on Ryrie Street, where the new Holiday Inn and Suites, which hosts celebrity chef Adrian Richardson, has just opened.
Mr Richardson has also started a new steakhouse, Maestro, which showcases the region’s best local produce and wines.
Expedia Brands managing director Daniel Finch said that survey results showed that regional towns had increased in appeal to travellers over recent years.
“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,” he 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.”
Over an hour’s drive from Geelong, Lorne was also recognised as a top regional glow-up destination, with Merivale’s first Victorian outpost opening in the town early this year.
The outpost has helped turn the coastal town into an all-year-round destination, and the Totti Italian Restaurant is said to have attracted close to 700 patrons a day.
The Unpack ’24 survey identified that 34 per cent of travellers said that one or two new openings would be enough to make people want to travel to a particular destination.
