As we look forward to 2025, the travel landscape is evolving with exciting trends that cater to diverse preferences and experiences. Insights gathered from industry leaders highlight a shift towards meaningful, immersive travel, where wellness, adventure, and community play significant roles.
Here’s a summary of our favourite predictions for the year ahead:
1. Outdoor Wellness: In 2024, adventure-led holidays have surged, and this trend is set to continue. As travellers prioritise wellness, the natural world is becoming a sanctuary for both adventure and relaxation. With outdoor wellness initiatives on the rise—such as Nordic-inspired swimming and mountain hikes—people are eager to disconnect and embrace nature’s healing power.
2. Cultural Immersion: As 2025 approaches, luxury travellers are increasingly seeking deeper connections with their destinations, driving the rise of immersive, intentional travel focused on cultural engagement. This trend spotlights authenticity, as tourists engage in local activities like cooking classes and crafts, all while enjoying the exclusivity and comfort of high-end accommodations.
3. The Return of the Hotel Restaurant: In 2025, hotel dining is set to take centre stage, with reviews of restaurant experiences, chefs, and bars soaring by 40% over the past year. Travellers are increasingly seeking exclusive guest-only reservations and room service from hotel restaurants, but there’s also an interesting shift occurring—affluent guests are now gravitating towards lighter, more casual dining options rather than the usual fine dining fare, reflecting the rising focus on wellness as part of the travel experience.
4. Dupes to Detours: While 2024 saw the rise of dupes—holiday destinations that mirror popular spots but without the crowds—2025 ushers in the era of the Detour Holiday. This trend encourages travellers to 'tag on' lesser-known locations, such as exploring Reims alongside a trip to Paris, or the less crowded Lucca after a visit to Florence. This allows them to experience quieter, authentic local life while enjoying iconic holiday destinations.
5. Coolcations: As summer temperatures in popular holiday hotspots continue to rise, travellers are increasingly seeking destinations with cooler climates. 2024 witnessed a renewed interest in milder summer getaways like Iceland, Canada, and New Zealand, which not only boast stunning natural beauty but also offer more comfortable weather, perfect for unwinding and enjoying the great outdoors.
6. The Phenomena List: Holidaymakers are increasingly drawn to unique natural phenomena, such as the Northern Lights, stargazing, and wildlife watching, influencing their destination choices and travel timing. Alongside this trend is the rise of botanical tourism, with 62% of travellers interested in visiting gardens, while 'leaf-peeping' has gained popularity this autumn, showcasing a growing desire to immerse themselves in nature’s seasonal beauty.
7. Women Are Going Solo: The luxury travel scene is witnessing a surge in female solo travellers, who now represent an impressive 71% of solo adventurers. This trend emphasises personal exploration, with women embracing both relaxation and adventure. Travel providers are responding by offering tailored experiences that ensure safety and cater to the interests of female travellers, enabling them to explore the world on their own terms.
8. Family-Centric Travel: Pester Power is thriving, with children’s preferences significantly shaping family holiday destinations—whether through sports or hobby interests, social media trends, or 'set-jetting' to the locations of their favourite TV shows. At the same time, parents also influence choices, often opting for 'nostalgications' to revisit cherished childhood destinations. This surge in multi-generational travel is driving interest in exclusive hire properties that offer a homely ambience without compromising on amenities.
9. DINKs are Spending: The Dual Income No Kids (DINK) demographic is willing to invest more in luxury experiences, evident in their increased spending on upscale accommodation, gourmet dining, and hotel upgrades. As they seek ways to feel special, luxury touches have become essential for this group, elevating their overall travel experience.
10. Goods Getaways: The trend of "Goods Getaways" has transformed from a social media phenomenon into a significant travel movement, with vacationers actively seeking local products that are unavailable at home. Reports indicate that this desire for unique, authentic souvenirs has become a crucial factor influencing destination choices, as travellers aim to bring a tangible piece of local culture back with them to cherish their journeys.
11. Travel With Strangers: Curated group travel experiences are emerging as a luxury trend, bringing together like-minded strangers for exclusive journeys focused on adventure, wellness, or cultural immersion. Agencies have documented an increase in personalised trips that foster community and connection, enabling travellers to forge lasting bonds while exploring shared interests.
12. The Rise of Bi-Leisure: The demand for a blend of business and leisure during holidays is on the rise, with increasing expectations for suitable workspaces alongside traditional hotel amenities. As remote work remains a viable option, vacations are evolving to incorporate work alongside personal relaxation, prompting properties to adapt to this trend.