Travel Reinvented: Booking.com’s 2025 Travel Predictions
Key takeaways from the research
There will be an increased desire for authentic, off-the-beaten-path experiences
Sustainability will be an even bigger priority
A blend of wellness and adventure will drive travel choices
We’ll plan trips around nocturnal, nature-based activities
Family values will hold more importance
Trips and experiences will need to cater for diversity
The trends set to shape the travel industry in 2025
In 2025, travellers will throw the rulebook out of the aeroplane window, rejecting traditional expectations around age, gender and what a typical holiday should look like.
With popular norms left firmly in 2024, there’ll be a growing focus on personal growth and meaningful experiences. From baby boomers taking on thrill-seeking adventures to men prioritising mental well-being on men-only retreats, travel is becoming more about self-discovery and deep connections.
Booking.com’s research highlights how people want meaning from their travel and a greater sense of purpose at the heart of each trip they take. It’s almost like the age-old saying, “It’s not the destination, it’s the journey”. Here’s a closer look at the top trends shaping the future of travel.
Trend #1 - Noctourism is on the up
No, this isn’t just another way of saying we’ll all be taking red-eye flights in 2025 or that we’ll be holidaying in nightlife hotspots and partying until dawn. The trend of ‘Noctourism’ (nocturnal tourism) refers to travelling to experience the night in all its glory.
‘Noctourism’ will see travellers seeking out dark-sky zones with unprecedented enthusiasm to marvel at the solar system and engage in things like stargazing activities. And it’s not a handful of us, either – over 60% of the people we asked said they were considering visiting destinations with limited light pollution as a way to inch closer to the cosmos.
But this trend has another motivation – the weather. As global temperatures continue to rise and the heat of the day becomes uncomfortable for many (61% of respondents said they wanted to spend less time in the sun), especially when it comes to visiting crowded tourist traps, people will increasingly plan their trips around destinations that offer activities during cooler evenings and early mornings.
Across both city and rural destinations, ‘Noctourism’ will see existing attractions extending their opening hours to cater for changing visitor preferences (museum lates, for example) alongside a host of new experiences springing up to meet demand (organised stargazing tours, night markets, and opportunities to witness once-in-a-lifetime cosmic events).
Trend #2 - Passports To Immortality
Okay, maybe achieving immortality is a slight stretch, but the intention remains true. In 2025, we’ll stop seeing wellness as just being about yoga and green juice, setting our sights far higher than before.
Our data shows we’re set to enter a period where longevity retreats take centre stage (60% of respondents reported an interest in this type of travel), with travellers planning health-focused trips around experiences designed to extend their lifespan.
These breaks will see the popularity of cutting-edge experiences like red light therapy, cryotherapy and stem cell treatments spill over into the travel industry as people seek wellness breaks that offer long-term benefits beyond in-the-moment relaxation.
Going forward, travelling will become far less time-bound as we begin viewing our physical and mental health as the ultimate journey.
Trend #3 - Men-only Wellness Retreats
Gender norms and expectations are becoming increasingly fluid, and this shift is set to extend into the travel industry as well.
With growing societal awareness around male mental health, men-only retreats focusing on wellbeing and personal growth will become more prevalent in 2025.
Nearly half (47%) of travellers would encourage the men in their lives to go on a men-only trip, with this number rising to 65% for Gen Z and 58% for millennials. These trips are a response to the pressures of modern life, with 29% of men seeking rest, 23% prioritising mental health benefits and 14% looking to tackle feelings of loneliness through these getaways.
Our research suggests we’re growing less fond of “lads holidays”. Instead, we’re refocusing on our health and seeing travel as the perfect opportunity to ground ourselves with time to reflect.
Trend #4 - Alternative Itineraries
AI stands for artificial intelligence but will also stand for ‘alternative itineraries’ as we move into 2025.
With this trend, we’ll see a fusion of the two – people using powerful AI tools (such as Booking.com’s AI Trip Planner) to craft alternative itineraries for themselves based on personal preferences and the needs of the destinations they hope to visit. These itineraries will be bespoke and encourage far deeper connections with both local communities and the planet more broadly.
This doesn’t mean that traditional travel agents are a thing of the past or that independent research into local experiences and opportunities will become obsolete; it just means that people will begin using a wider range of tools when planning their travels.
The changing use of technology doesn’t stop at the planning phase, though. It also comes into play when we look at the data around how people choose to use things like social media while travelling.
Our data reveals that nearly half (44%) of travellers will refrain from tagging locations in their social media photos to prevent masses of so-called ‘Instatourists’ from descending and ruining the ambience.
Trend #5 - Spending Kids’ Inheritance (SKI)
Kids, you might want to stop reading now…
The trend of Spending Kids’ Inheritance (SKI) is set to continue in 2025, as nearly half of travellers (46%) would prefer to spend their money on a trip of a lifetime rather than leaving an inheritance. This trend is particularly strong among baby boomers (49%) and the silent generation (40%).
It’s not all bad news for the youngest members of the family, though. Multigenerational trips will rise in 2025, with 58% of travellers admitting their parents have paid for part or all of their holidays. These family trips will prioritise shared experiences over material wealth, with 80% of boomers happy to fund their children’s and grandchildren’s holidays.
Trend #6 - Adventures For All Ages
If you think that the thrills and spills of travel are reserved only for the younger generations, it’s time to think again – adventure has no age limit!
Linking to the previous trend of multigenerational trips, we can see a parallel growth in appetite amongst older travellers to reignite the passions of their youth.
In 2025, baby boomers (those born between 1946 and 1964) are redefining what it means to travel later in life. 23% of the people we asked (up from just 10% in 2024) said they’re interested in high-octane adventures like skydiving, canoeing down the world’s largest rivers and trekking across mountain ranges.
It’s clear that the spirit of adventure and pushing ourselves outside our comfort zones are on the up alongside shifting perceptions of what growing old actually means. Age is just a number, and there are no time limits on embracing adrenaline-filled experiences like horseback riding, downhill skiing (actually on the slopes this time) and hunting for remote glaciers.
Trend #7 - Neuroinclusivity
Travellers with neurodivergent needs are calling for a more inclusive approach to travel, and 2025 is set to see significant progress in this area.
Almost half (49%) of neurodivergent travellers who took part in our research said that they have had a negative experience due to their needs, and 50% believe their travel options are limited due to a lack of inclusivity.
Next year, technologies like AI-powered tools for real-time updates and sensory-friendly environments will help address these issues. 66% of neurodivergent travellers are keen on AI assistance, 68% request sensory rooms and 74% call for more noise-cancelling options in airports and hotels.
Trend #8 - Vintage Voyaging
Sustainability and careful budgeting are key focuses for 2025, and one trend reflecting this is ‘vintage voyaging’.
Embracing a thrifty or vintage mindset when travelling isn’t just about finding a bargain, though. It’s about immersing yourself in a place's history and heritage. These trips treat the experience of travelling as a souvenir in itself, with holidayers seeking to enjoy deeper cultural connections with the destinations they visit by rejecting globalised consumerism and choosing to shop locally instead.
Over half (51%) of travellers are interested in buying their holiday wardrobe at their destination, with this figure rising to 63% among Gen Z. Thrift shopping and vintage stores are becoming a core part of the travel experience, with 73% of travellers having already purchased second-hand items while abroad.
Trend #9 - The Gate Escape
2025 is set to be the year that the airport takes its place in the limelight as travellers actively seek out destinations with the best airports.
We all know that a poor airport experience can leave a sour taste in the mouth before or after a trip, so this trend marks a shift towards people working to make the most of their holiday from the moment they leave their homes.
Airports that offer far more than security checks and duty-free shops will allow us to transform the time between checking in for flights and boarding the plane, adding real value to the overall travel experience from the start.
In fact, more than a third (34%) of travellers are interested in visiting a destination based on its airport, with Gen Z and millennials driving the trend. Among younger travellers, 43% are keen to embrace indulgent airport experiences like sleep pods (37% of Gen Z), spas (31% of Gen Z) and Michelin-starred restaurants (22% of Gen Z), turning layovers into luxurious pre-trip experiences.
Trending Destinations for 2025
Booking.com’s 2025 report highlights a collection of diverse and exciting destinations set to capture travellers' attention next year. These locations offer a wide range of experiences, from serene beach getaways to cultural hubs and adventure-filled landscapes. Here’s a look at the top spots that will be at the top of everyone’s lists in 2025.
1. Sanya, China
Situated on Hainan Island, Sanya is often referred to as "China’s Hawaii" due to its year-round warm climate and pristine beaches.
With more than 20 km of coastline, the city offers travellers a blend of natural wonders, including the Yanoda Rainforest and the geothermal hot springs of Nantian. Sanya’s coastal views, tropical forests and luxury resorts make it an ideal escape for those seeking both relaxation and adventure.
Trends in Sanya: Noctourism and Passport To Immortality
Sanya’s beaches, hot springs and sacred Buddhist temples make it an ideal spot for relaxation and wellness retreats, aligning with the passport to immortality trend.
Its clear skies and natural beauty also tie into Noctourism, offering opportunities for stargazing and escaping daylight heat as travellers seek to connect with the natural world at night.
2. Trieste, Italy
Positioned on a narrow strip of land between the Adriatic Sea and Slovenia, Trieste is a cultural melting pot influenced by Italian, Slovenian and Austrian heritage.
This port city offers visitors historic landmarks like Miramare Castle and Piazza Unità d’Italia alongside stunning coastlines and tranquil hiking trails. Its mix of rich history and natural beauty makes Trieste a hidden gem for those looking to explore a lesser-known European city.
Trends in Trieste: Alternative Itineraries and Vintage Voyaging
Trieste’s unique mix of cultures and historical architecture is ideal for travellers seeking authentic, off-the-beaten-path experiences, a key part of the AI-powered itineraries trend. What’s more, it’s one of the lesser-known cities in Italy, making it perfect for people looking to avoid the crowds and discover hidden gem destinations.
The city’s blend of Italian, Slovenian and Austrian influences makes it an excellent spot for Vintage Voyaging, where travellers can explore local markets and antique shops for unique souvenirs.
3. João Pessoa, Brazil
Known as the "Sun Gate" due to its easternmost location in South America, João Pessoa is celebrated for its lush green landscapes and rich cultural heritage. The city’s botanical gardens, historic churches and serene beaches, such as Picãozinho and Alligator Beach, balance natural beauty with historical significance.
João Pessoa also offers travellers a chance to explore local crafts, such as pottery and embroidery, at the Tambaú Market.
Trends in João Pessoa: Passport To Immortality and Adventures For All Ages
João Pessoa’s reputation as one of the greenest cities in the world makes it a prime location for travellers seeking relaxation and wellness-focused retreats, tying it to the passport to immortality trend.
Its beautiful beaches (check out a guided beach tour for the ultimate experience), natural parks and historic sites make it a fabulous destination for multigenerational trips. Families can come together to enjoy outdoor activities and create lasting memories in a vibrant, culturally rich setting.
4. Tromsø, Norway
Situated 350 km north of the Arctic Circle, Tromsø is one of the best places in the world to witness the Northern Lights. Its stunning fjords, wildlife and remote wilderness provide a perfect backdrop for nature lovers.
The city itself is known for its historical wooden houses, dating back to the 18th century, and its picturesque surroundings. Tromsø offers a unique combination of adventure and relaxation, from floating saunas in the harbour to husky puppy training.
Trends in Tromsø: Noctourism, Neuroinclusivity and Adventures For All Ages
As a prime destination to experience the Northern Lights, Tromsø fits perfectly into the Noctourism trend. The 62% of travellers showing interest in dark-sky destinations stand a good chance of glimpsing the Aurora here.
The peaceful, natural environment and escape from the busier city life found in Oslo could make Tromsø appealing to neurodiverse travellers.
Adventurous travellers of any age can delight in ice fishing, wildlife tours, reindeer sledging and more. You could even put the “skiing” back into SKI holidays with one of Tromsø’s resorts.
5. Willemstad, Curaçao
The capital city of Curaçao, Willemstad, is a vibrant Caribbean destination characterised by its pastel-coloured colonial buildings and rich history.
Recognised as a UNESCO World Heritage Site, Willemstad’s cultural attractions include the Museum Kurá Hulanda, which explores the history of the transatlantic slave trade, and the picturesque Queen Emma Bridge. Plus, with beautiful beach coves, opportunities to swim with turtles and lively street markets, Willemstad is perfect for travellers looking to combine history with relaxation.
Trends in Willemstad: Spending Kids’ Inheritance (SKI) and Vintage Voyaging
What says “holiday of a lifetime” more than a trip to the Caribbean? The capital of Curaçao is ideal for people wanting to indulge in some well-earned luxury on an island paradise.
The city’s vibrant street art and markets also connect to Vintage Voyaging, where travellers can source unique, locally crafted souvenirs, moving from fast fashion to more sustainable, culturally rich purchases.
6. Tignes, France
A year-round adventure destination in the French Alps, Tignes offers activities for thrill-seekers both on and off the slopes. Known for its expansive skiing and snowboarding opportunities in the winter, Tignes also draws summer visitors with its hiking trails, horseback riding and lake sports.
The après-ski culture in this high-altitude resort is equally vibrant. Sun-soaked terraces and traditional Alpine cuisine are aplenty for those looking to unwind and refuel after a day of action-packed adventure.
Trends in Tignes: Adventures For All Ages
With skiing, snowboarding, hiking and horseback riding, Tignes is an adventurous hotspot for baby boomers seeking thrilling activities.
Flights to Geneva (the closest major airport to Tignes)
7. San Pedro de Atacama, Chile
Located in one of the driest deserts in the world, San Pedro de Atacama is a remote destination that offers awe-inspiring natural wonders. From tours of its flamingo-dotted salt flats to active geysers and towering volcanoes, holidays to Atacama provide a breathtaking backdrop for travellers seeking a deeper connection with nature.
The region is also renowned for its incredibly clear night skies, making it a prime location for stargazing and private astronomical tours.
Trends in San Pedro de Atacama: Noctourism and Passport To Immortality
Known for its clear skies and minimal light pollution, San Pedro de Atacama is a top spot for stargazing, linking it to Noctourism.
After marvelling at the Milky Way by night, San Pedro offers a wealth of incredible wellness activities, aligning this destination with travellers seeking life-prolonging experiences around the globe. Indulge in the healing properties of its geothermal springs and try one of the yoga classes offered by many of the city's accommodations.
Flights to Calama (the closest airport in Chile to San Pedro de Atacama)
8. Naha, Okinawa, Japan
As the capital of Okinawa, Naha offers a fascinating blend of modern city life and traditional Ryukyuan culture. Visitors can explore historic sites such as Shuri Castle and the Gyokusendo Cave, experience the vibrant atmosphere of Kokusai Street and even dive into nature with a guided kayak tour of the region’s mangroves.
Naha’s local cuisine, which includes unique dishes like goya champuru (bitter melon stir-fry), offers a taste of the region’s distinct culinary traditions. With its mix of historic landmarks and serene botanical gardens, Naha appeals to both cultural explorers and those looking for a more relaxed experience.
Trends in Naha: Neuroinclusivity and Alternative Itineraries
Naha’s blend of historical sites and peaceful gardens makes it a suitable destination for neurodivergent travellers. It offers sensory-friendly environments and culturally immersive experiences.
There are a lot of ultra-popular attractions in Okinawa’s capital city, but travellers can use AI tools to curate personalised itineraries specific to their preferences. Seek out hidden gem restaurants to sample authentic cuisine and plan your own road trip to some of the island’s most stunning beaches.
9. Villajoyosa, Spain
This charming town on Spain’s Costa Blanca is known for its picturesque streets lined with colourful houses, which were originally painted to help fishermen identify their homes from the sea.
Villajoyosa is a peaceful seaside destination, offering visitors a glimpse into the town’s rich fishing heritage and opportunities to explore its archaeological sites and landmarks by joining a guided historical tour. With its quiet beaches and traditional Mediterranean cuisine, Villajoyosa is an ideal spot for a relaxing coastal getaway.
Trends in Villajoyosa: Vintage Voyaging and Adventures For All Ages
Villajoyosa’s fishing heritage and traditional architecture make it an ideal spot for vintage voyaging. Travellers can wind their way around historic (but beautifully-coloured) streets, explore artisan markets and sample some authentic local cuisine.
It’s also a relaxing destination for multigenerational holidays, where families can enjoy slower-paced, culturally enriching holidays together. If you have several generations travelling together, consider renting a private villa in Villajoyosa so you have more space to relax together.
10. Houston, Texas, USA
As the fourth-largest city in the United States, Houston offers a unique blend of good-old Southern charm and cosmopolitan urban energy. You have the edgy and artistic Montrose district to the west of the city, known for its live music venues and LGBTQ+ scene, and the culturally-rich East End with a vibrant Latino community. Together, the varied neighbourhoods of Houston mean you can expect a captivating trip wherever you go.
The city’s food scene is also world-class, with incredible global cuisine on just about every corner. In fact, the city was heralded as one of the greatest eating capitals in America by New York Times critics. Tag along on a food tour of downtown Houston to experience the bold flavours that have put this destination’s restaurants on the map.
With appetites satisfied, you can dive into the incredible attractions Houston has to offer. The so-called “Space City” has long-standing connections with NASA, and travellers can visit Space Centre Houston for immersive experiences that are quite literally out-of-this-world.
Trends in Houston: Adventures For All Ages and Alternative Itineraries
Houston’s mix of family-friendly attractions and culturally diverse experiences make it a top choice for multigenerational trips. Families can enjoy an all-encompassing trip that combines space exploration with vibrant city culture, appealing to travellers seeking shared experiences across generations.
Using AI tools to craft unique, tailored itineraries, visitors can also look forward to exploring off-the-beaten-track gems by taking road trips out of the city to neighbouring towns, ranches and beaches. Texas has an incredibly diverse landscape, so be sure to experience as much of it as possible on your next trip to H-Town.
What’s Next: The Future of Travel in 2025 and Beyond
As these trends gain momentum, travel in 2025 marks just the beginning of a more thoughtful, intentional approach to exploring the world. Travellers are no longer satisfied with traditional, cookie-cutter experiences. Instead, they are seeking journeys that defy conventions and align with their personal values – whether that’s sustainability, wellness or cultural immersion.
Looking ahead, we can expect technology to further revolutionise how we plan and experience travel. AI-driven tools and neuro-inclusive innovations will make holidays more adaptable, ensuring all travellers feel catered to. Additionally, the growing focus on wellness suggests that travel will increasingly be seen as a tool for long-term self-care rather than just a brief escape.
As family dynamics evolve and the impact of climate change becomes even more apparent, the destinations and experiences that matter most will continue to shift. The demand for responsible, regenerative travel will likely rise, pushing both travellers and the industry to rethink how we engage with the world around us. The future of travel is about forging deeper connections – personal, cultural and environmental – and how they shape the way we explore in years to come.
METHODOLOGY
Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,016 from Argentina, 1,002 from Australia, 502 from Austria, 1,003 from Belgium, 1002 from Brazil, 1,006 from Canada, 1,007 from China, 1,005 from Colombia, 501 from Croatia, 501 from Denmark, 1,011 from France, 1,009 from Germany, 1,004 from Hong Kong, 1,002 from India, 506 from Ireland, 501 from Israel, 1,014 from Italy, 1008 from Japan, 1,013 from Mexico, 1011 from The Netherlands, 1003 from New Zealand, 504 from Portugal, 508 from Singapore, 1004 from South Korea, 1,008 from Spain, 509 from Sweden, 500 from Switzerland, 507 from Taiwan, 1,009 from Thailand, 503 from the UAE, 1,012 from the UK, 1,006 from the US and 1,016 from Vietnam). Respondents completed an online survey in July-August 2024.
