Why travellers will choose experiences over price in 2025
In 2025, travellers will prioritize memorable experiences over bargains. Recent data shows that travellers are eager to travel. 84% plan to spend more or the same on trips as they did in 2023. 77% of respondents say the right experience is more important than the cost of the trip. The experience-first mentality is changing the way people book their travel. Understanding these trends will help travel advisors and agents stay on top of clients’ expectations. Below, we highlight four major travel booking trends projected for the year 2025 (based on 2024 insights) and how travel professionals should adapt to them.
1: Sports Tourism – Fans travel for the love of the game
Many fans plan vacations around major sporting events. The Olympics, the FIFA World Cup, Grand Slam Tennis, and Formula 1 races are all major events that have become travel focal points. The popularity of sporting events is reflected in the growing interest among Millennials and Gen Z travellers in travelling for them. Fans of sports aren’t content to watch their teams from home. They’re also flying to the event to see them live.
How Travel Agents can adapt:
Travel advisors have a great opportunity to create specialized sports packages. Offer complete packages based on major sporting events. For example, a package allowing football fans to see the UEFA Champions League Final or a trip enabling tennis lovers to experience Wimbledon. Agents can help fans avoid the logistics headache by coordinating tickets for events, accommodations near the venue, and other extras such as stadium tours or local sightseeing. These packages can be promoted well before big tournaments or even at short notice in the case of playoff games. This will attract clients who want to complete their bucket list. You can highlight your ability to obtain hard-to-get event tickets, reliable transport, and insider game-day tips while highlighting the benefits of using a professional travel agent for these epic fan experiences.
2 – “Once in a Lifetime” Adventures – Major Trips & Transformative Experiential Experiences
Many people want to book their dream trips after years of not travelling. Expedition-style trips – such as African safaris or Galapagos Islands cruises – and trekking to Machu Picchu or hiking Antarctica are on many travellers’ bucket lists. Data from 2024 shows that 65% of travellers are more interested than ever in taking a once-in-a-lifetime trip. These grand adventures promise life-changing experiences and tales that will last a lifetime. They often require complex planning, including multiple destinations, guided tours and permits. Travel experts can help. Notably, 58% of Millennials and Gen Z travellers expressed an interest in working with a professional travel advisor to book major trips. This shows the need for professional advice.
How Travel Agents can adapt:
Travel advisors can use their experience in creating and coordinating complicated itineraries to help clients. Agents can appeal to the “go big” mindset by developing or partnering with high-end adventure package deals. Create a bucket list travel Series – for example, one month, an all-inclusive Safari experience with flights, lodges, and guided wildlife tour packages combined; the next, a Galapagos Cruise with a Peru Add-on to visit Machu Picchu. Highlight bespoke experiences (private guides and cultural immersions) to attract travellers who are looking for unique experiences. As many clients are willing to invest in once-in-a-lifetime trips, you can position your agency as a trusted adviser that can take care of the logistics, including international flights, visas and local operators. You can build trust by showcasing the success of trips that you have managed. Travel professionals who can make lofty travel goals a reality will flourish in this trend towards transformative journeys.
3: Solo Travel – Personalized Journeys with Freedom
Solo travel has become a mainstream trend, especially for younger travellers who want freedom and individualization. More people are exploring the world independently rather than waiting for others to schedule their trips. This includes college graduates and retirees. Nearly three-quarters of Gen Z and Millennial travellers say they will take a solo trip, demonstrating how comfortable this new generation is in taking on their adventures. Solo travellers are able to follow without compromise, whether they’re on a culinary trip through Italy or a wellness retreat. Solo travellers often find it easier to meet people when travelling alone.
How travel agents can adapt:
Agencies should create solo-friendly services and itineraries to tap into this trend. It could be a matter of finding hotels or cruises with no single supplement or organizing group tours for solo travellers to join. Customize your offers: A solo traveller may want to take a guided tour of a half day for orientation but have plenty of time to explore. You can help your clients find the right balance by creating itineraries with a mix of structured activities and flexible leisure time. Agents can also add value in the area of safety – providing reliable airport transfers and accommodations in safe neighbourhoods. They can also offer 24/7 assistance in case clients need help during their trip. Also, make sure to highlight the communities and clubs that your agency provides (such as private group departures for clients or social events) so solo travellers can feel connected before they leave. You can help solo travellers travel confidently and with tailored experiences by understanding their independence and providing expert support.
4: Spontaneity and Flexibility – The Appeal of Last-Minute Plans
Travellers are becoming more spontaneous, and rigid pre-planned itineraries are losing their popularity. Unplanned, spontaneous trips appeal to a large number of travellers. People want to be able to make decisions on the spot rather than planning every minute. They may choose to take a local’s advice or spend an extra night in a place they love. The desire for flexibility can also be seen in the booking habits of young travellers: many are taking last-minute getaways.
How travel agents can adapt:
Being able to respond quickly to travellers who are spontaneous and flexible is key. Travel agents can capture the market by offering trip planning that is available on demand and promoting flexible product options. Ensure that your agency is equipped with resources such as a real-time database of last-minute offers on flights, hotels and tour options. Packages that are flexible and allow for cancellations or changes with little fuss should be highlighted. Consider a mobile-friendly newsletter or alert system for clients who are interested in last-minute offers. This will allow them to be notified of flash sales and special offers before they miss out. You become the go-to person for younger clients when they know you can plan a weekend getaway with only a few day’s notice.
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