Travel trends are the various behaviors, preferences, strategies, and technologies that shape the travel industry. These trends can be the result of innovations, lifestyle factors, and local or global events.

For businesses operating in the travel industry, it’s essential to stay up-to-date with the latest travel trends, because this assists with efforts to either meet or exceed customer expectations. Additionally, adopting new trends can provide a vital competitive edge.

In this article, you’ll learn about the latest and most important travel trends for business leaders to get to grips with.

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Why Is It Important to Keep Up With the Latest Travel Trends?

Staying on top of travel trends is vital for any business in the travel industry, whether in the hospitality sector, transport, or entertainment. Customers expect the businesses they patronize to offer the latest innovations. While fads may come and go, some travel trends indicate the direction of the industry; identifying and embracing these trends is vital to remaining relevant in the future.

Recent figures from the World Travel & Tourism Council’s (WTTC) Economic Impact Research highlight just how significant the industry has become. This year, travel and tourism are projected to contribute a record $11.7 trillion to the global economy, making up 10.3% of global GDP. Employment within the sector is also booming, with jobs expected to increase by 14 million in 2025, reaching 371 million worldwide. Looking further ahead, WTTC forecasts that by 2035, the sector will inject $16.5 trillion annually into the global economy, sustaining a decade-long growth rate of about 3.5% per year.

Phil Andreopoulos, Chief Sales & Marketing Officer at Marriott International, noted:

“The strong desire for international, regional and domestic travel, seen from this comprehensive consumer research, is great news for the industry and we are excited for the year ahead. The research identifies several interesting new trends for 2025. Bravecations and heritage holidays will be key themes for next year,”

For travel businesses, keeping pace with these developments isn’t just about staying trendy; it is about staying viable in an industry that continues to evolve at record speed.

Table: Reasons to Keep Up with Latest Travel Trends

Reason Impact on Travel Industry Advantages for Businesses
Customer Expectations and Satisfaction Trends often reflect evolving customer expectations and desires in travel experiences. Businesses can meet or exceed customer expectations, leading to higher satisfaction and loyalty.
Innovation and Relevance Staying current with trends fosters innovation and ensures relevance in a fast-changing industry. Enables businesses to be seen as industry leaders and innovators, attracting more customers.
Directional Insights Some trends provide insights into the industry’s future direction and potential growth areas. Helps in strategic planning and making informed decisions about future investments and developments.
Competitive Edge Embracing new trends can provide a competitive advantage over businesses that are slower to adapt. Increases market share and profitability by offering cutting-edge services and experiences.
Risk Management Understanding trends helps in anticipating and adapting to potential market shifts and challenges. Reduces the risk of becoming obsolete; allows for proactive adaptation to market changes.
Sustainability and Responsibility Current trends often include a focus on sustainability and social responsibility. Aligns business practices with environmental and ethical standards, enhancing brand image and loyalty.

Factors Responsible for Emerging Travel Trends

A trend refers to a general development or change in behavior, and for something to be described as a trend, there will usually be either increased popularity or prevalence. Within tourism, there are several significant travel trends, and the following developments or factors have influenced these behavioral shifts:

Use of Technology

Technological advancements are at the heart of many travel trends, with voice search making it easier for customers to find travel products and voice control enhancing the customer experience. Additionally, artificial intelligence improves customer service, while contactless payments and the Internet of Things are removing friction. According to a report by Oracle Hospitality, 73% of guests now prefer hotels with self-service technology to limit contact with staff and guests, while 68% are more likely to choose a property offering mobile check-in.

As Sarah McCay Tams puts it:

“As market dynamics changed at breakneck speed, and consumer demands pivoted, hoteliers around the world found that they were reaching out for tech solutions to help them adapt to these new challenges and accelerate as demand returned.”  

Lifestyle Factors

In addition to the aforementioned factors, several lifestyle factors influence travel trends worldwide. Concerns over health and animal welfare have led to the rise of organic food and vegetarian and vegan diets. Eco-friendly travel has also become more popular, along with a focus on local experiences.

Discover The Latest 26 Travel Trends for 2025

In this section, you can read about the latest travel trends you should understand and embrace. These trends have relevance throughout the industry and will see growth throughout 2025.

1. Wellness & Retreat Travel Trends

One of the major travel trends that continues to grow in popularity is wellness and retreat-based travel. According to the Global Wellness Economy Monitor Report by Global Wellness Institute, the global wellness tourism market is projected to grow at a CAGR of 16.6% until 2027. There are many different types of wellness and retreat experiences available to travelers. Still, some of the most common examples include meditation retreats, health spas, silent retreats, healthy eating destinations, and yoga retreats.

One of the exciting things about wellness-based travel is the prevalence of experiences where people intentionally get away from negative aspects of everyday life, including unhealthy food, alcohol, or work stress. However, other experiences may be focused more on improving mental or physical health or learning new skills.

In what will be no surprise to most luxury travel advisors, 90 percent of travelers cite wellness as a key factor in their booking decisions. One in four travelers plan a wellness or spa retreat in the next 12 months, according to Marriott Bonvoy Traveler.

Catherine Warren, Vice President of Strategic Partnerships at Arch Amenities Group, shares essential insight into travel trends:

“Looking to the next year, wellness travel will be shaped by hyperpersonalization, sustainability, and the growing demand for hybrid wellness experiences. The future of wellness will increasingly be driven by data and personalization. Spas are investing in technology that allows for highly tailored wellness experiences based on individual needs and preferences.”

Video: Global Rise of Wellness Travel

2. Eco Travel

Today’s customers are more ecologically conscious than ever; current travel trends reflect that. Booking.com’s Sustainable Travel Report found that 83% of travelers consider sustainable travel important, while Trip.com reported that 21% of travelers are willing to pay up to 5% more for eco-friendly options.

However, airlines, tour operators, car hire firms, hotels, and a whole spectrum of businesses across the industry have embraced this trend, which is only set to become more prevalent. Some changes have been small and fairly simple, such as allowing air travelers to purchase carbon credits when they book a flight to offset the environmental impact. Another example would be vehicle hire companies now offering, and even specializing in, electric vehicles. Hotels and resorts with an emphasis on sustainable technology are springing up around the world.

For example, Hilton’s Trends Report revealed that 62% of travelers value clear communication about a hotel’s sustainability programs, and 73% believe it is important to minimize their environmental footprint while traveling. Interestingly, choosing sustainable accommodation costs an average of $151 less per night, which is approximately 39% cheaper than non-sustainable options, according to Straits Research.

As Glenn Fogel, CEO of Booking.com, explains:

“While travel may be back, rising living costs and climate anxiety have led to greater demand for more budget-friendly and planet-friendly options. Travel can be a force for good, and travelers themselves are proving to be today’s changemakers, adopting more sustainable travel habits and seeking responsible experiences.”

For more information, please read “Ecotourism: What It Is, Advantages & Disadvantages, Examples & More.”

3. Cool-Cationing

The concept of a cool-cation can effectively be summarized as the trend of travelers actively seeking out locations with a cooler climate. While this is nothing new in and of itself, it has become one of the most important travel trends to be aware of because it is likely to grow significantly as climate change continues to alter weather patterns.

In essence, what many experts are anticipating is that as temperatures continue to increase, those who live in places that are becoming warmer and warmer will become more likely to travel to cooler locations for a break. This is already helping to create major tourist industries in locations that have not previously attracted many travelers.

Popular cool-cation spots include Iceland, Canada, Alaska, Norway, Sweden, Switzerland, and other parts of Scandinavia, as well as mountain regions like the Swiss Alps and Canadian Rockies, and remote coastal areas such as Patagonia and Alaska.

The numbers reflect this growing movement. According to Selling Travel, Google Trends data shows a 300% year-on-year increase in searches for “cooler holidays.” Interestingly, baby boomers and first-time travelers aged 18–35 are the two biggest groups driving this year’s cool-cation surge. Scott Dunn Travel highlights Greenland’s High Arctic as an emerging hotspot, especially with the 2026 Total Solar Eclipse visible from its light pollution-free shores.

As Jenny Southan, CEO of Globetrender, explained in an interview with CNBC:

“The trend for ‘coolcations’ reflects a conscious decision by a growing portion of consumers to avoid the most intense summer heat and wildfires that are occurring in certain parts of the world on an annual basis.”

4. Expedition Cruise Experiences

Expedition cruise experiences are one of the major travel trends affecting high-value travel. Many of the wealthiest and most experienced travelers are now looking to get more from their trips, and expedition cruises provide a fantastic opportunity for these people to learn and participate in interesting activities.

Expedition cruises are usually considered luxury cruises, and some of the most famous examples include cruises that facilitate wildlife conservation efforts and cruises that allow people to study rocks, plants, or wildlife. Some of these cruises may also focus on traveling to remote locations for pure exploration.

Once regarded as a small luxury segment, the market is now booming. According to Statista, the global Cruise Ship Expedition Market is projected to reach USD 13.8 billion by 2032, growing at a CAGR of 11%. Likewise, global expedition cruise passenger capacity is expected to more than double from 242,000 to over 578,000 by 2027.

Travel advisors are seeing this shift firsthand. The Expedition Market Report notes that 60% of travel advisors have sold at least one expedition cruise, and the average per-person-per-day spend is over $1,000.

Akvile Marozaite, CEO of the Expedition Cruise Network, highlighted the growing diversity and potential of the industry:

“Our 2025 travel trends really prove how diverse the expedition cruise industry is. Expedition cruise has become known for opening up polar regions, and together with new airports in Greenland, this continues, but warm weather expedition cruise has only just begun to light the touch paper of consumers’ imagination and enthusiasm.”

Video: The Arctic & High Latitudes with Poseidon Expeditions

5. Local Travel Trends

The days when travelers expected to be cloistered in a resort, consuming the same food they ate at home and interacting chiefly with people from their own country, are drawing to a close. Instead of peering out from a hotel balcony with only the climate to distinguish home from abroad, today’s travelers now crave engagement with the people, cultures, and landscapes of the countries they visit. According to Mckinsey, domestic travel is expected to grow 3% annually and represent 70% of spending by 2030.

Focusing efforts locally may mean altering marketing messages to appeal to different audiences, and it can also involve promoting features that are likely to appeal more to locals. This could mean promoting facilities and features like gyms, saunas, Wi-Fi access, and rooms as temporary work offices for hotels.

Video: Tailor-Made Trip to The Azores

6. Healthy and Organic Food

Travel and healthy eating used to be mutually exclusive concepts, but not anymore. A more health-conscious customer base drives these travel trends, increasing demand for more wholesome food and options for those on special diets. Vegetarians, vegans, and those who need to avoid gluten, lactose, or other common allergens — all these groups are better served now than ever before. The global organic food market is estimated at $228.84 billion by 2025 and is expected to reach $593.98 billion by 2033 at a CAGR of 11.18%, according to Global News Wire.

Hotels and resorts combine health and leisure with innovative new cuisine, often emphasizing fresh local ingredients and regional recipes. Some resorts focus on specific goals, such as weight loss. Food-related travel trends also emphasize organic produce.

Kevin Relf, Corporate Chef at General Mills Foodservice, emphasizes:

“Functional Foods: Guests are increasingly seeking ingredients with targeted health benefits. Highlight ingredients like turmeric (anti-inflammatory) or chia seeds (sustained energy). Pro Tip: Stand out by calling out the functional benefits directly on your menu.”

Video: Organic Holiday in Italy

7. Bleisure Travel

Bleisure travel (also known as a “bizcation”) combines both travel for work or commerce and leisure activities. While not the newest travel trend, extending a business trip to enjoy some leisure time at a destination has been a common practice for as long as business trips have existed. Bleisure travel has been enthusiastically embraced by Millennials. According to the Bleisure Travel Market Report by Allied Market Research, the global bleisure travel market is projected to reach $731.4 billion by 2032.

For the frugal under-40 traveler, combining work and leisure travel is the most effective way to visit locations that they might otherwise not be able to afford. The most extreme version of bleisure travel is the “digital nomad” phenomenon, where online workers travel the globe with a laptop.

The trend is also resonating with travel managers. 45% of American travel managers report that employees are far more interested in bleisure than before. Interestingly, 60% of American business travelers say they prefer bleisure trips over traditional “workcations,” according to Hotel Tech Report.

And BCD Travel research shows that nearly 40% of business travellers are open to extending their trip if they find an attractive offer. For example, programs like Hyatt’s “Work From Hyatt” initiative, which offers discounts for extended stays and remote work amenities, are responding directly to this growing demand.

As Scott Solombrino, COO and Executive Director of GBTA, explains:

“Our research shows that an overwhelming majority of bleisure travelers stay at the same place for both the business and leisure portions of their trip. While companies still have a lot to work out when it comes to understanding liability and duty of care implications around bleisure travel, this presents a great opportunity for property managers to provide a memorable experience or encourage travelers to join their loyalty program”

Video: The State of Business Travel — Bleisure Benefits

 

Find more detailed information about “Bleisure Travel” in the articles “What is Bleisure Travel?” and “Bleisure: Tips for Hotels to Attract More Bleisure Travellers”.

8. Nostalgic Travel

Nostalgic travel, also known as “New Heydays” or “Nostalgification,” is another of the key travel trends that the industry will need to get to grips with, and this can take many forms. For example, it may be that some people yearn for simpler times before smartphones and digital technology, and they may opt for remote locations where they can feel cut off from the modern world.

With that being said, nostalgic travel can take other forms, too. Traveling on older modes of transport, such as steam railways, would be one example of this. Alternatively, travelers may wish to visit domestic locations they visited as children or iconic locations they remember from films, television shows, or video games.

The numbers show this isn’t just a fleeting sentiment. 58% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia, according to Hilton’s Annual Trends Report. In fact, 70% say they’d give up modern technology for a week to experience life as it was in the ’80s, and 88% of travelers want to take a nostalgic getaway this year, according to Booking.com Travel Predictions.

Some brands are seizing this trend in bold ways. Pan American World Airways, for example, is staging an exclusive 12-day transatlantic journey, designed to recreate the golden age of air travel. According to Condé Nast Traveler, the $60,000 experience includes curated programs, five-star accommodations, and iconic Pan Am branding.

Hotels are also embracing “newstalgia.” Graduate by Hilton, added to the Hilton portfolio in, celebrates the spirit of university towns and the memories tied to them. Each hotel welcomes guests in with nostalgic nods to days gone by.

9. Customer Experience

Enriching the customer’s experience is vital in the modern travel and tourism industry. Customers have more options than ever, so ensuring loyalty and satisfaction is increasingly important. All of the strategies and technologies listed above have their parts to play in creating a positive customer experience.

From the chatbots used to book a trip to the food on offer to the smart devices in the hotel room and the AR applications that help guests navigate their destinations — it’s all about improving how the customer feels about their journey or stay. When adopting a new trend, it’s important to ask: “How can this enhance the customer’s experience?”.

Find more information and examples of customer experience in the article “Ways to Improve Customer Experience in the Travel Industry.”

Alix Boulnois, Chief Commercial, Digital & Tech Officer, says,

“When I think about the hotel experience in the 2030s, I think of augmented hospitality, which is this idea we have at Accor that the hotel is more than just a place to stay. It’s not just a travel destination; it’s a location people can enjoy even if they live in the neighborhood. You can eat at the hotel, go to the spa, or enjoy the gym. In the future, a ton of other services could be offered at the hotel, like your bank, your mail, your laundry, and so on.”

10. Artificial Intelligence (AI)

AI systems are becoming one of the top travel trends. The market growth reflects this momentum. According to Grand View Research, the global AI in tourism market is projected to grow from USD 3.37 billion to USD 13.87 billion by 2030, at a CAGR of 26.7%.

However, many types of AI are now used across the tourism industry. The chatbots use artificial intelligence to automate and streamline many sales and customer service tasks. As customers require faster response times and more interaction, chatbots bridge the gap when human operators are unavailable.

Although limited in their functionality, chatbots can provide a wealth of helpful information for customers. Machine learning allows these systems to learn from every interaction and continually improve. AI is also widely used in data collection and analysis, essential tools for boosting efficiency, security, and customer satisfaction.

AI is also shaping how trips are planned. 41% of travelers have used AI to research or plan a holiday, up from 26% a year earlier, according to Marriott Bonvoy. A Deloitte survey found nearly one in five millennials use generative AI for trip planning, and many book trips directly from AI recommendations.

Thom de Graaf and Kamila Zawadzka, The Orange Studio

“AI presents a tremendous opportunity for the travel and leisure industry to harness technology and innovation to deliver personalized solutions. As the industry shifts towards a more technologically driven approach, hotels stand at the forefront, crafting tailored experiences to meet the evolving expectations of their guests.

With consumers seeking personalized experiences more than ever, it’s essential for the hospitality industry to leverage AI to better understand their customers and anticipate their needs. For example, hotels can partner with AI-driven platforms to provide customised jet-lag recovery programs based on guests’ travel journeys prior to arrival, enhancing their stay and creating a rejuvenating experience.”

Click here to read more travel tips from our Hospitality Expert Panel.

Video: Create Your Bot Booking Travel

 

Find more detailed information and examples about artificial intelligence use cases in the travel industry in the article “How Artificial Intelligence is Changing the Travel Industry.”

11. Internet of Things (IoT)

The IoT has gone from a geeky curiosity to one of the most critical trends in the travel industry. Internet-connected and microprocessor-controlled devices (smart devices) have become increasingly prevalent. According to a Research and Markets report, the global IoT software market in travel and tourism is projected to grow to $11 billion by 2027.

The IoT permeates every aspect of travel and tourism, from dedicated iPad tablets that provide information for museum-goers to smart hotel rooms where lights and HVAC systems can be controlled using voice commands. This trend will continue with Amazon introducing a hospitality-oriented version of its popular Alexa virtual assistant. Guests can use the Alexa for Hospitality hub to control their room environment, book sessions at gyms or spas, and ask for services. Hotel Technology News projects 30.9 billion IoT devices will be operating in smart hotels by the next year.

As Stephanie Linnartz, Global Chief Commercial Officer, Marriott International, puts it:

“We know that our guests expect to personalize almost everything in their lives, and their hotel experience should be no different. By teaming with best-in-class partners, we are leveraging mobile and voice-enabled technology to give our guests the ability to set up the room to best meet their needs.”

Example: Smart Technology Smarter Airports

 

Find more detailed information about the ‘Internet of Things’ in the travel industry in the article “How the Internet of Things (IoT) Can Benefit the Travel Industry.”

12. Wider Adoption of Contactless Payments

Contactless payment has been a major travel technology trend for some time now, but the situation with COVID made this even more prevalent. Contactless payments have proved to be a great way to minimize physical contact between people, but they remain an excellent and convenient payment method.

Precedence Research forecasts that the global contactless payment market will grow from $48.37 billion to $213.39 billion by 2034, at a 16% CAGR. Industry surveys show that 70% of millennials and even higher proportions of Gen Z travelers now prefer contactless travel experiences.

The technology provides travelers with greater convenience and a swifter payment process. This can also encourage spontaneous purchases, which can help your travel business maximize revenue, especially since contactless payments can be made with mobile phones as well. Contactless payments are easy to introduce if your business has installed a card payment system. The hospitality sector is adapting quickly: 65% of hospitality businesses plan to prioritize tap-to-pay methods this year.

Mike Gathright, Senior Vice President, Customer Experience, Hilton, says:

“When the pandemic hit, we knew we needed to act fast. We quickly accelerated our efforts to ensure our guests had seamless and contactless experiences around the world – before arrival, at check-in and in their guest room – but in ways that are always connected to the personal touch and warm hospitality of our team members.”

Video: How Do Contactless Payments Work?

 

Read “4 Reasons Why Contactless Payments are Becoming Popular Within the Travel Industry” for more.

13. The Power of Virtual Reality

Virtual reality technology has been one of the breakthrough technology trends, and its role within the travel industry exceeds almost any other area of usage. After all, virtual reality allows for destinations to be showcased, properties to be viewed, and attractions to be explored, all via a digital experience. The global virtual tourism market is expected to reach USD 30.54 billion by 2030 at a CAGR of 24.9%, according to Grand View Research.

This can be especially helpful in the decision stage when travelers want certainty that they are going to the right place. It can also help organizations that host corporate or event bookings because these customers can fully explore facilities without needing to travel for in-person viewing.

Susan Coghill, Tourism Australia’s Chief Marketing Officer, explains their VR campaign success:

“Our virtual reality experiences of the Great Barrier Reef and Uluru generated a 40% increase in booking inquiries because we’re not trying to replace physical travel, we’re inspiring it. Virtual experiences create emotional connections that drive real visitation.” The campaign reached over 500,000 potential visitors across 12 international markets.”

Find more detailed information and examples about how virtual reality can benefit your business in the article “How Virtual Reality is Transforming the Travel Industry.”

14. Voice Control Technology

Voice control technology is another way travel companies can provide touch-free environments, increasing accessibility and guest experience. This particular travel trend has been especially prevalent within the hotel industry, where many companies use voice-controlled devices in their hotel rooms. According to the Oracle Hospitality Report, 40% of hotel leaders view voice-activated devices as among the most promising innovations, while 43.2% of guests say they want voice controls for room amenities.

This allows guests to adjust their room’s temperature, turn on the television, change channels, contact the front desk, and use smart speakers or a voice-controlled hub. The same technology can be easily applied to other areas of the travel industry, providing further layers of safety and convenience.

For example, Marriott International has been a pioneer in this space. Guests can use Alexa to control room settings, request services, or get travel updates. In follow-up surveys, over 70% of guests said they would specifically choose Alexa-enabled rooms in the future.

Read the article “How Can Voice Control Benefit the Travel Industry?” to learn more about this.

15. Voice Search Travel

A significant travel technology trend emerging over recent years involves using voice search to book travel or learn about travel destinations. The speech and voice recognition market is projected to hit $21 billion in 2025 and surpass $73.49 billion by 2030, growing at a 27.6% CAGR, according to a Market Research Report. The growing number of smart speakers, similar products, including Amazon Echo and Google Home, and digital assistants like Alexa and Siri have aided this.

For travel specifically, 70% of travelers use voice search during trip planning, while 46% have used it to research or book accommodations. Voice searches for “hotels near me” have skyrocketed by 500% in the past two years, highlighting a massive opportunity for travel brands to engage customers through voice interfaces.

Capitalizing on this involves a process similar to what website designers went through with mobile optimization several years ago. Here, however, websites need to be optimized to gain visibility in Google’s featured snippets. In contrast, airline and hotel booking engines need to be configured to allow voice search. Voice search is expected to grow in the years ahead, so it is sensible to capitalize on this immediately.

Video: Book Your Travel Trip With Voice Search

 

Read the “Voice Search for the Tourism & Travel Industry: All You Need to Know!” article to learn more about this.

16. Personalization

Personalization is a hot travel trend these days, especially in marketing, and is increasingly easy in today’s data-driven world. It’s also increasingly important. Personalized marketing takes data regarding a client to tailor advertising and promotion specifically to that person. According to Future Market Insights, the customization and personalization in the travel market is projected to grow from USD 206.9 million in 2025 to USD 1,064.6 million by 2035, at a CAGR of 17.8%.

A simple example would be the targeted ads that appear in your web browser when you visit certain sites, which use information derived from your browsing habits and prior purchases to show you products that might interest you. Regular travelers might be offered deals on plane or rail tickets or useful gadgets such as adapters, power banks, or noise-canceling headphones.

Matthias Dybing

Matthias Dybing, Co-Founder & Director at Nuvho

“Personalization ranks among the most important tourism trends to focus on, but the modern popularity of third-party booking platforms hinders personalization efforts. This creates a divide between direct bookers and indirect bookers, even though customers are usually unaware of the difference between the two approaches. Most hotels want to reward customers for making a booking rather than direct bookers for choosing the right method. Yet, with third-party bookings, pre-arrival communication is often restricted, and data is often retained by the third-party platform, not your hotel. To achieve the best customer experience, hotels, and third parties must agree to share information that will ultimately benefit the customer through improved personalization.”

Click here to read more revenue management tips from our Hospitality Expert Panel.

Find more detailed information and examples of “Personalization marketing” in the travel industry in the article “5 Ways Personalization Marketing is Used in the Travel Industry.”

17. Emphasis on Safety & Flexibility

Clearly, safety and hygiene have always been necessary. Still, they have emerged as one of the major travel trends because, after the COVID-19 pandemic, they are now one of the focus areas for customers when making purchasing decisions. Flexibility in travel purchases, such as cancellation policies and the ability to change your bookings after purchase, has become important when choosing travel destinations and hospitality decisions.

A national AHLA survey found that among nine decision factors, travelers most often ranked cleanliness as the top priority when choosing a hotel. In the same survey, 81% of travelers said they feel more comfortable staying in hotels that have implemented enhanced safety protocols. Moreover, over 77% of travelers say a hotel’s indoor air quality influences their choice of accommodations, and 52% are willing to pay a premium for properties that prioritize air quality, according to Hotel Tech Report.

With this in mind, it is critical that companies highlight their safety and flexibility policies in their marketing content and take the necessary actions to keep to these policies in reality. Read “Tips to Highlight Safety in Marketing & Guest Communication in Travel” for more information.

Chip Rogers, President and CEO of the American Hotel & Lodging Association, states:

“The hotel industry is united to enhance our already rigorous cleaning protocols for the health and safety of our guests, and it’s working. It’s more important than ever that guests follow our Safe Stay Guest Checklist so they understand what is expected of them, no matter where they stay. Travelers across the country looking to include a hotel stay in their upcoming vacation plans know that with the implementation of Safe Stay, hotels will be safer and cleaner than ever before.”

18. Recognition Technology Travel Trends

Recognition technology is a broad category of devices, systems, and protocols. One branch of this technology uses individual biometrics to identify specific individuals. An example might be the face-recognition technology used in some airports to expedite passport control or simple fingerprint locks on mobile phones and other devices.

Another example of recognition technology is voice control, where spoken commands are used to control, for example, systems in a hotel room: lights, heating, entertainment, etc. Voice control can be set up to respond to any speaker; it’s also possible to restrict voice-controlled systems to a particular individual.

Propelled by post-pandemic demand for contactless experiences, 74% of luxury travelers now see touch-free options as essential. The hospitality industry is adopting biometrics at a rapid pace. Oracle’s Hotel report shows 62% of travelers believe their stay would improve with biometric tech like facial recognition, and 41% said they would visit hotels more often if these services were offered.

Leading hotel chains across Asia and the US are adopting this technology. At Marriott and InterContinental properties , guests can check in, access elevators, and unlock doors without showing ID or room cards. In airports, Delta and Emirates use biometric boarding to reduce wait times

John Sprouls, Chief Administration Officer, Universal Orlando Resort, says on guest expectations:

“It’s important to be aware of what your guests expect – and that’s what we try to do. Our guests expect us to create a seamless process as much as possible. Photo validation, or facial recognition, is part of that. It’s not a requirement – you can come and enjoy the park, you don’t have to do facial recognition, but it does help.”

Video: KLM’s smart pack assistant on Google Home

 

Find more detailed information about voice control in the travel industry in the article “How Can Voice Control Benefit the Travel Industry?”.

19. Robots

Automation is one of the key travel trends to watch, with many tasks that were once handled by humans now being taken over by robots or automated systems. A familiar example would be the chatbots that have fallen into widespread use across the industry, designed to help people find and book tours, transport, and accommodation by asking questions.

More sophisticated examples might include the robot “staff” used by a few hotels to run the reception desk or even serve food and drinks. In the future, robots in the form of self-driving cars are likely to be one of the major travel trends.

Video: Alibaba Opens AI “Future Hotel” With the Help of Robots

 

In the article “Robots in the Travel Industry: 8 Real-World Examples”, find more detailed information about how to use robots in the travel industry.

20. Augmented Reality

Closely related to virtual reality is augmented reality (AR). Augmented reality combines virtual elements with real-world experiences. AR travel trends include museum exhibits where visitors can view objects and structures in the real world, then see them overlaid with a reconstruction of their original appearance; for instance, Greek marbles with a virtual overlay of their original colors.

Augmented reality can also provide information about the location that a visitor is exploring — cultural or historical data or listings for entertainment and travel. Augmented reality is easily realized using common devices such as smartphones, further driving these travel trends.

Video: Augmented Reality Within the Travel Industry

 

Find more detailed information and examples about how augmented reality can benefit your business in the article “How Augmented Reality is Revolutionising the Travel Industry.”

21. Virtual Reality & Metaverse Travel Trends

Few travel trends offer the true excitement factor that virtual reality and metaverse travel can provide. Essentially, the metaverse refers to virtual worlds where social interactions can occur, powered by VR and augmented reality technology, as well as social media elements, and this offers great potential for the travel industry.

It will be possible to explore virtual recreations of locations from the comfort of your home through virtual reality technology. This technology can be used to encourage customers to travel to new locations. Moreover, booking travel while still in that virtual environment may be possible when combined with metaverse technology.

Interest is already strong. A Statista survey shows that nearly 34% of global respondents are very interested in using VR or metaverse experiences to preview a hotel before booking, while only about 6% express no interest at all (source). Real-world adoption is growing, too. For example, Qatar Airways’ QVerse lets users virtually tour its QSuite business class and VIP areas at Hamad International Airport.

In the article “Metaverse Travel: How the Metaverse Will Change the Travel Industry”, you can learn more.

Alix Boulnois, Chief Commercial, Digital & Tech Officer, states:

“We’re already seeing some usage of augmented reality and the metaverse to allow people to project themselves to a different location and explore new places virtually—but we don’t see it replacing travel entirely. The technology is still very nascent: the helmets are still heavy, the goggles usually give you a headache after 30 minutes, the entry cost for a customer is still prohibitive. So augmented reality is not necessarily something that we’re pushing in the near future. We are, however, exploring NFTs [nonfungible tokens]—we believe there’s potential for us to use them to provide unique experiences and allow customers to auction them off or exchange them with one another. Our role is to provide unique moments to our guests, and technology is super important to our ecosystem. At Accor, we are actively looking at many new technologies, especially AI—and, more specifically, generative AI—which we truly believe will shape the future of hospitality.”

22. Astro Tourism

Astro tourism is one of the fastest-growing travel trends and is focused on tourism for the purpose of stargazing. It can be as simple as traveling to areas with low levels of light pollution or could include broader space-related themes.

The role of astro tourism can be especially important for rural areas, providing a boost to the local economy and creating jobs. It can also help to increase demand for existing accommodation in these areas.

One of the most important aspects of astro tourism is travel to areas away from major towns, cities, and other sources of light pollution. This provides darker skies at night and better visibility when it comes to stargazing. Many tourists are also drawn to the appeal of connecting with nature and learning about the constellations.

The appeal is global. The northern lights tourism market alone is expected to reach USD 1.65 billion by 2030, growing at a 9.8% CAGR from 2025 to 2030, according to Grand View Research. Media outlets are taking notice too, with Forbes calling astrotourism “The Next Big Thing” and Condé Nast naming it “The Biggest Travel Trend to Expect in 2025,” as reported by DarkSky International.

Increased demand for astro tourism has also heightened demand for observatories, planetariums, astronomy lessons and demonstrations, and space-themed events. In Finland’s Lapland region, tourism-related businesses have grown by 18% in just three years, as reported by GlobalEDGE. However, it is important to avoid situations where stargazing locations turn into built-up areas, adding to light pollution and detracting from nighttime visibility.

Samyukta Manikumar, DarkSky Board of Directors, provides strategic insight:

“Astrotourism has the potential to generate significant social, economic, and environmental benefits. We can learn a lot from both successes and challenges in daytime tourism to encourage the growth of the astrotourism industry in a way that both protects the nocturnal environment and encourages sustainable economic development”.

Video: Astro-tourism and stargazing in the clear skies of Western Australia 📷 | Landline | ABC Australia

23. Silent Travel

The trend of silent travel involves journeying to locations where silence is a crucial part of the experience. The most common example of this is a silent retreat, but silent travel may also include silent walks and other silent activities.

Silent travel has origins in various spiritual traditions but has emerged as one of the most interesting travel trends of recent times. Silent travel is also part of the broader $1.4 trillion wellness tourism boom.

As a concept, silent travel is focused on relaxation, rejuvenation, and promoting positive mental health. It is often connected to meditation and personal development. One of the reasons silent travel has grown into a popular trend is that it provides a means of escaping the hectic nature of modern life and refocusing. According to Expedia’s Unpack ’25 report, 63% of travelers say they are likely to visit a destination that is less well-known and crowded for their next trip, directly supporting the silent travel movement.

Silent travel can also connect with concepts like ecotourism, because the need for silence naturally pairs well with accommodation that breaks away from the conventions of mass tourism and modern technology.

24. Shoulder Seasons

A shoulder season is generally defined as the time between a location’s peak season and off-season. Often, this means between the summer and winter, but this is not always the case for every destination.

Booking during shoulder seasons has become a popular travel trend because it can help travelers avoid peak season prices and the most extreme temperatures. This usually provides comfort advantages and better value for money. For example, according to Hopper, the average round-trip flight to Los Angeles costs about $297 in summer, but in the fall shoulder season, it drops more than 30% to $197.

For those working in the travel industry, shoulder seasons offer a great opportunity to generate demand outside of the peak season. In many cases, the various businesses in the travel sector can work together to help turn the shoulder season into a second peak season of the year, providing unique experiences for a different type of guest.

According to Virtuoso’s Luxe Report, 78% of travel advisors say their clients now choose shoulder season or off-peak trips, and 76% favor places with moderate weather. Nearly two-thirds (61%) of Americans plan to travel in the off-season in the coming year to lower the overall cost of their trips, according to Ben Harrell, Managing Director, US at Booking.com.

Travelers may also be attracted by the benefits of reduced crowds. As an example, hotels often find it easier to provide personalization during periods when demand is a little lower, as staff are less busy.

Video: Why You Should Travel in Shoulder Seasons | When are Shoulder Seasons | Best Time to Travel Anywhere

25. Rail Travel

Rail travel involves the use of trains to travel, often in place of airplanes or cars. Train travel can vary from domestic travel inside one country to cross-country and even cross-continental journeys. According to Visa’s analysis, travelers’ cross-border spending worldwide on rail tours rose 59 percent, compared to 18 percent in total cross-border tourism spending.

Traveling by train has become one of the most popular travel trends among eco-conscious tourists, as it has a lower carbon footprint than air travel. At the same time, it is quick, convenient, and safe.

Trains offer a number of other benefits. There is typically more flexibility when booking rail travel, and travelers are not subject to the same security checks or baggage restrictions seen at airports. When compared to travel by car, trains allow travelers to relax more, get up and walk around, sleep, or take in the scenery.

Some train journeys have become an attraction of their own, with one of the best examples being the Trans-Siberian Railway, which spans almost 10,000 km. In some major cities, subway networks provide a great means of getting around, while countries like Japan offer bullet trains capable of traveling vast distances quickly.

A survey of 11,000 people commissioned by rail manufacturer Hitachi Rail found that almost half of the respondents intend to travel more by train and less by plane in the next five years. One-third of people surveyed also expect to travel more by train in the next 12 months.

For rail travel in the next five years, that increases to 40 per cent across countries and 49 per cent across cities. Research by consultancy Steer for the Railway Industry Association (RIA) has found that rail passenger numbers could double by 2050.

Video: The MOST SCENIC TRAINS in North America (2025 Guide)

26. Urban Gardens

Urban gardens are gardens placed within city environments, improving biodiversity and visual appeal. Examples range from public gardens, which serve as visitor attractions, to gardens placed around or even on buildings.

The importance of urban gardens primarily lies in their appeal to visitors, but they can serve a role in reducing CO2 levels too. Urban gardens can also potentially generate revenue from visitors who pay to see exotic or interesting plants.

According to Grand View Research, the U.S. agritourism market is expected to grow at a CAGR of 11.3% from 2025 to 2030. More specifically, the farm educational tours are anticipated to grow with a CAGR of 13.6% from 2025 to 2030. The European agritourism market is projected to grow at a CAGR of 12.2% from 2025 to 2030. The American Public Gardens Association (APGA) estimates that approximately 200 million people visit botanical gardens each year.

Many locations keeping on top of the latest travel trends have already created urban gardens, with some of the biggest examples being seen in London, Paris, and Valencia. A growing number of urban planning projects are also implementing elements of biophilic design, helping people to stay more connected to nature even in built-up areas.

Some destinations are taking this even further by combining gardens with hands on learning. For instance, in Singapore, Edible Garden City’s Queenstown Farm offers multi sensory tours and a potting workshop where visitors can learn to grow their own plants through stem propagation.

In the months and years to come, expect to see more urban gardens designed to appeal to nature-hungry visitors.

What Are the Biggest Technology Travel Trends?

Technology is almost always a major factor behind shifts in behavior and expectations, and travel trends are no different. The industry is evolving due to technological advancements, from virtual and augmented reality to the increased use of contactless and mobile payment methods and the growing reliance on robotics.

If you want to discover more about some of the most significant technology trends that are changing the industry, read the “Key Technology Trends Emerging in the Travel & Tourism Industry” article.

What Are the Biggest Marketing Travel Trends?

Within the field of marketing, there are a variety of significant travel trends to be aware of, such as the increased demand for personalization and targeted messaging, the rapid growth of voice search, the ever-evolving uses for artificial intelligence to deliver marketing messages and content, and the growing role of content marketing.

In general, customers can be more cynical towards overt marketing techniques, leading to a rise in marketing strategies that provide genuinely useful information. You can learn about the major marketing trends in more detail by reading “The Latest Travel Marketing Tips to Optimize Your Results“.

Courses and Educators Covering Travel Trends

Enrolling in a relevant tourism course is among the best ways to learn about the latest travel trends and boost your career prospects. There are many options here, from introduction to tourism courses and marketing courses to courses based on sustainability or tourism management.

Aside from the different courses available, it can also be essential to research the educators who can deliver these courses. You can read “Tourism Course: A Complete Overview of Courses & Tourism Educators” to learn more.

Using Travel Trends to Find Tourism Jobs

Possessing an understanding of the latest travel trends can also help you to find tourism jobs. There will always be demand within travel companies for people with the right skills and qualifications, but this is especially true if you have your finger on the pulse of the industry and understand which trends are most crucial.

There are many possible routes to explore to find jobs, including industry job boards, company websites, and social media. Read “Tourism Jobs: The Best Tourism Industry Job Boards for Your Career” for more.

Grow Your Bookings by Linking With Travel Agencies

In the last decade, the biggest travel trend has shifted from offline booking to online booking behavior. A travel agency will be able to reach travel customers who mostly do not book with individual companies directly. Linking with travel agencies can, therefore, help to optimize and grow your bookings.

Meet the most important travel agencies in our article “Grow Your Bookings by Linking With Travel Agencies”, and learn how to best benefit from linking with them.

Travel Trends FAQs

Travel is largely booming in the aftermath of travel restrictions caused by COVID-19 and global economic challenges. In particular, domestic travel and sustainable travel are experiencing significant growth.

The top three travel megatrends are 1) sustainable travel and responsible tourism. 2) Authentic local experiences. 3) Technology-empowered travel experiences enhanced through personalization.

In general, modern travelers expect a degree of personalization, with travel companies using customer data to enhance their experiences. They also want flexibility, streamlined processes, reasonable pricing, and good hygiene and safety standards. There is also a growing trend of combining work and leisure experiences into a single trip.

Yes. The future of the travel industry is bright, but it will need to adapt to changing expectations. In particular, there is going to be greater demand for sustainable options, which limit the negative side-effects of travel.

Sustainable and responsible travel are among the fastest-growing travel types. Customers are increasingly aware of climate change and the impact that travel can have on the environment. Many travelers are now actively seeking experiences that minimize harm. Other rapidly growing travel types include ‘bleisure’ travel and experiential travel.

You may already have adopted some of these travel trends into your business model. Other travel trends may seem more esoteric, particularly those relating to emerging technologies. Even so, getting on board now is important if you don’t want to be left behind.

Want to Learn More About Trends in Related Industries?

It is essential to be aware of all the upcoming trends in the hospitality & tourism-related industries. While some trends can affect multiple industries, some are specific to the industry. You can learn more about trends within different industries in the following articles.

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This article is written by:

Martijn Barten

Hi, I am Martijn Barten, founder of Revfine.com. With 20 years of experience in the hospitality industry, I specialize in optimizing revenue by combining revenue management with marketing strategies. I have successfully developed, implemented, and managed revenue management and marketing strategies for individual properties and multi-property portfolios.