1. Local escapes and big adventures are popular among travellers
While more people are taking vacations, the type and length of their trip depend on whether they will be staying at home or travelling abroad. International travellers choose a week-long vacation (56%), while domestic travellers opt for a short break (52%).
Domestic travellers don’t only stick to their familiar destinations. It turns out that 75% of domestic travellers would rather travel to a new destination, just like their international counterparts. Looking forward, 39% plan to travel abroad for 1-2 vacations, while 38% will skip the passport stamp in favour of closer destinations.
2. More and more sports fans are on the road
Sports-related travel is becoming more popular. The number of travellers who travel abroad to watch sports events live has increased by 20 percent year over year. Domestic sports travel has also increased by 17 per cent in the same time period. Sports tourism is a big part of the travel industry because fans want to be involved.
The Olympics, FIFA World Cup, and Formula 1 racing are global sporting events that turn cities into hot travel spots. The influx of international travellers is driving demand for hotels, restaurants, and local attractions. It’s not all about the games. Many people are making their trip into a full-blown holiday and staying longer to enjoy sightseeing and other adventures.
Sports travel is not just about big international events. Fans are also drawn to domestic games. The increase in domestic sports tourism is a sign that fans will go to any lengths to support their teams, whether it be a road trip or an overseas flight.
3. More travellers are becoming digital nomads as a result of remote work
In the future, 30% of Gen Zers and Millennials plan to work remotely in a foreign country. What are the most important factors that influence their choice of destination? The ability to balance leisure and work activities, a reliable internet connection (40%) and favourable weather (33%).
Interest in remote work is on the rise, particularly among European Gen Z travellers. There was a 19% increase between Q1 and Q3 of 2024. Fitness and wellness are also important for younger remote workers. Gen Z and millennials tend to be more interested in destinations that offer easy access to sports facilities and fitness centres.
4. The desire for new destinations and experiences is growing.
The impact of international travellers is reshaping the world. Since early 2023, the number of Americans (+7%) and APAC travellers (+9%) considering trips to Europe is on the rise. Europeans are expanding their horizons by planning more trips to APAC (+17%), the Americas (+11%), and other parts of the world.
It’s no longer a good idea to stick with the same old places. Data shows that travellers want new experiences. Since Q3 2022, the number of people who say they are looking for a fresh experience has steadily increased. It’s time to move on from the same old. It’s about new experiences, new places and new vibes in 2025.
5. Travel after pandemics is on the rise
Even though the pandemic has passed, travel is still influenced by it. Travellers are choosing destinations with a solid healthcare infrastructure, flexible bookings, and insurance coverage. Families are also planning multi-generational trips to make up for lost time.
People are not just dreaming of travel anymore; they’re actually making it happen. The number of people planning international vacations is up by 11% since 2022. Domestic vacation planning has also seen a boost, with a 9% increase. Travel is on the minds of more people in 2025, as 38% include it in their New Year’s resolutions.
6. The rising cost of travel is changing the way people plan their vacations
Travelers are more cost-conscious as inflation and economic pressures influence consumer spending. Nearly half (44%) say they are skipping vacations due to the cost – an increase of 23% since 2022. Travel is not completely off the table. Budget-friendly travel is on the rise, with 11% more travellers looking for cheap getaways.
7. Travel agents are now using social media
Social media has never been more influential in travel decisions. From viral hotspots and hidden gems to viral hotspots, it is driving them like no other time. Today, 35% use social media platforms to plan and research their trips. This represents a 13% rise year-over-year. Travellers are more interested than ever in digital communities and the real-life experiences of real people.
Consider Gen Z. They’re more likely to be influenced than the average traveller by celebrity and influencer posts. The power of social media is evident in this study, where the right post could put a particular destination on the map.
8. Going solo isn’t as popular as before
The boom in solo travel has slowed down. Since 2022, the number of solo travellers has dropped by 13%. While interest in travel among millennials (29%), Gen X (23%), and baby boomers (21%) has waned, Gen Z is still the generation most likely to plan a solo trip, with 34%.
This decline could be attributed to an increasing interest in shared travel experiences, such as group trips, family vacations or reconnecting with old friends. Solo travel is still popular, especially among younger generations who love the freedom and independence of travelling alone. However, more people are opting for shared travel experiences.
9. Sustainability has fallen down the list of priorities
Travelers are becoming less eco-conscious, which could be a sign that they are less concerned about sustainability. Since Q3 2022, the number of travellers not concerned about their carbon footprint has increased by 14%, indicating a shift from green tourism.
The environment is still important to consumers, but the rising cost of living means budget and convenience are more important. The gap between intent and action is widening because travellers are putting affordability first. What is the key for brands? Make eco-friendly travel appealing and accessible. Eco-friendly travel becomes the natural choice if you make it easy to sustain and worthwhile.
10. Travelers willing to spend extra on comfort
More travellers are prioritizing luxury travel and looking for five-star accommodations with premium benefits. Since Q3 of 2023, the number of travellers looking for luxury accommodations has increased by 15%. Those willing to spend more on premium experiences also grew by 9%.
What does it all really mean? The traveller is redefining luxury. Even in an uncertain economy, it’s not about excessiveness but rather about being exceptional. Travelers are willing to spend more on comfort, exclusivity, and personalized services. Luxury travel doesn’t mean spending a lot, but rather spending wisely.
How to adapt to the big shift
Brands that can anticipate these changes will be a step ahead. Travelers are looking to social media as a source of inspiration and prioritizing trips that fit with their lifestyle and work. Brands need to stay relevant by tapping into these trends. They also need to understand how travellers make decisions and reach them with the appropriate message.
Leave a Reply