Travel is officially back in a BIG way. But ditch the “cookie-cutter” vacation ideas. 2025 is all about personalized, authentic, and meaningful travel experiences.
Here’s a glimpse into the trends shaping travel:
Travel the Movie Sets: “Set-Jetting” Is the New Trend
Remember that epic mountain scene in your favorite movie or that charming Parisian cafe from a TV show? Now you can actually visit those locations! “Set-jetting” is taking off, with travelers wanting to explore the places they’ve seen on the screen.
Sustainable Travel Isn’t Just a Trend, It’s a Must
Millennials and Gen Z are leading the charge, but everyone is getting on board with sustainable travel. It’s no longer enough to just enjoy a trip. Travelers want to leave a positive impact, and brands are stepping up to meet those expectations.
“Research shows that millennials and gen z fly more frequently throughout the year and expect airlines to adopt sustainable practices,” says Rachel Cobb, executive vice president of strategy and planning at Mythic. “Because of this, airlines need to adjust their marketing strategies to highlight their sustainability initiatives. Transparent communication and education about these efforts, including their limitations, can empower consumers to make informed decisions. For example, Alaska Airlines is making progress by allowing customers to purchase sustainable aviation fuel credits to offset 5%, 10% or 20% of their emissions when booking a flight.”
Wellness is the New Luxury
Forget the fancy hotels, travelers are now seeking out experiences that prioritize their well-being. Think detox retreats, yoga retreats, and nature-based adventures that rejuvenate your body and soul.
Dipti agrees: “The next few years are going to be all about wellness tourism, regenerative travel, and ‘workcations’. Aman Resorts is leading the way with its Life-Reset Wellness Immersion program, which combines luxury stays with tailored wellness plans. These types of experiences blur the line between leisure and personal development, which is exactly what many travelers are looking for right now.”
Work Hard, Play Harder: The “Workcation” is Here to Stay
Travelers are finding ways to combine work with adventure. “Workcations” are booming, with travelers searching for destinations that offer both productivity and relaxation.
Influencers: Your New Travel Guides
Forget traditional travel guides, travelers are turning to influencers for inspiration. You can now book trips directly through your favorite influencer’s “travel shop” on social media, with curated itineraries and insider tips.
“Expedia is one brand we’ve seen take advantage of this trend by creating what they call ‘travel shops’. This feature encourages customers to explore trip recommendations and itineraries from their favourite influencers. Each influencer has a link to their shop in the bios of their Instagram and TikTok profiles that direct their followers to their travel shop to start booking. This curated recommendation taps into the ‘personalisation’ piece of the puzzle because consumers are already following these influencers on social media, indicating they likely have an appetite for their curated content and aesthetic, and, by association, their trips.
“Creating this kind of seamless experience not only cuts down on the arduous planning process but also increases the likelihood of the audience following through and booking a trip. We see an opportunity for more brands to leverage influencers and micro-influencers to turn the wanderlust they stir up into a purchase,” says Rachel.
Tech is Making Travel Easier (and More Personalized)
AI-powered tools are transforming the travel experience. From personalized hotel recommendations to seamless booking processes, technology is making travel more efficient and enjoyable.
“American Airlines, Delta Air Lines, Disney and Trivago have all partnered with companies that produce templated AI-generated videos at scale and they’re seeing the results of that investment,” adds Rachel. “Hotels are also leveraging AI to personalise welcome videos for their guests and offer up recommendations for their stay all based on data. At each stage of the consumer journey, we’re seeing brands leverage data analytics and consumer insights to surprise and delight their target audience in ways that speak directly to their mindset and motivations.”
Over-tourism is a Real Problem, but There are Solutions
The popularity of certain destinations is leading to overcrowding and strain on local communities and resources. This has prompted travelers to seek out alternative destinations, leading to a rise in “destination dupes” – lesser-known destinations with similar attractions to popular hotspots.
“Over-tourism and the resulting tension between locals and visitors are challenges which will only increase for destinations in years to come,” says Alex Lemecha-Sim, business director at M&C.
So, buckle up, travelers! The future of travel is about more than just ticking destinations off a list. It’s about connecting with the world in meaningful ways, seeking out unique experiences, and embracing sustainable practices. Whether you’re chasing movie magic, seeking wellness retreats, or discovering hidden gems, the travel industry is evolving to meet your needs. Get ready for an adventure that’s not just about where you go, but how you experience it.
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