As we enter 2025, travel advisors face a landscape of trends shaped by evolving client preferences. From the rise of “Travel Maximizers” seeking both relaxation and high-impact experiences to the continued surge in solo and multi-generational travel, the industry is adapting to diverse demands.
Emerging destinations like Slovenia and Bonaire are gaining traction, while sustainability and wellness remain at the forefront of travelers’ concerns. Some of the trends, it must be said, combine seemingly contradictory desires: think digital detox alongside tech-savvy getaways. Please know that this is not an exhaustive list, as new trends continue to emerge.
Solo Travel Trend
Solo travel continues to be one of the biggest trends for the new year—adventure travel company Flash Pack’s 2025 trend report revealed a whopping 69 percent of travelers were planning on going solo this year, and Google searches for “solo travel” had skyrocketed by 223 percent over the past decade. This London-based company now boasts a 60 percent audience hailing from the U.S. looking to book their solo itineraries for travelers in their 30s and 40s. Portugal and Japan led their destinations for 2024, with Thailand looking strong for 2025, along with Finland, Chile and safaris in Tanzania.
Their research took note that U.S. travelers prioritized premium travel. Hotels such as Italy’s Grand Universe Lucca have taken note: The boutique property recently launched a Solo & Spritzing package that includes a bike rental with a picnic basket containing fixings for an Aperol spritz as your client explores the Medieval city of Lucca. It includes accommodations in their Piccolo rooms, designed for solos.
Hilton calls the trend “MeMooners,” solo leisure travelers that they say will “shake up the world built for pairs” in their 2025 Hilton Trends Report. Sixty-four percent of those tapped consider books their favorite travel companion, and nearly 50 percent of global respondents often travel by themselves.
Bonaire, home to Harbour Village Beach Club, is emerging as a top solo travel destination for 2025. The island offers diverse experiences, from world-class diving and snorkeling to wellness retreats and cultural immersion. Bonaire’s safety, easy accessibility, and location outside the hurricane belt make it ideal for solo adventurers. The island boasts unique attractions like flamingo nesting grounds and a rich culinary scene. Harbour Village Beach Club, with its private beach, dive operation, and various water activities, provides a luxurious and secure base for solo travelers seeking both relaxation and adventure in the Caribbean.
Women-Only Travel
The women-only travel trend is gaining momentum, reflecting a growing demand for safe, empowering, and community-focused options. Virtuoso reports that 71 percent of its solo travelers are women, with 47 percent being divorced, separated, or widowed, indicating a surge in post-partner or family-raising travel.
In response to this trend, Uniworld Boutique River Cruises is launching its first Women’s Only Cruise through France in 2025, offering curated activities and excursions. In partnership with the World Wildlife Fund, Natural Habitat Adventures has expanded its Women in the Wild series, providing guided small-group nature journeys led by women Expedition Leaders across destinations from Greenland to Costa Rica.
Insight Vacations has introduced new small-group Women-Only Tours for 2025, designed by women for women. These experiences focus on connecting guests with local women in each destination, such as meeting Chef Najat Kaanache in Morocco or preserving ancient weaving customs with women in Peru’s Sacred Valley.
Family and Multi-generational Travel
The travel industry is experiencing a significant rise in “Generation-Cations,” multi-generational vacations involving travelers from Gen Alpha to seniors. A survey by Beaches Resorts reveals that 69 percent of parents want grandparents to join family trips, while 50 percent of millennial parents prefer multi-gen vacations over trips with just their children. Gen Alpha children are heavily influencing travel decisions, with 85 percent having input on destinations and 71 percent expressing a desire to travel with grandparents.
Club Wyndham and Talker Research identify multi-generational travel as a top trend for 2025, with 18 percent of travelers planning such trips and 61 percent prioritizing family vacations in the next year. Virtuoso highlights “XZ Beta Travel” as a key trend, involving young Gen Z and Millennial parents traveling with their children and Gen X grandparents.
To meet this growing demand, travel companies are adapting their offerings. Uniworld Boutique River Cruises, for instance, is launching family-focused Nile cruises in 2025, packed with culturally and historically significant experiences for all ages. This trend spans various destinations and travel types, from beach resorts in Jamaica and Turks & Caicos to river cruises in Egypt.
Pet Friendly Travel
Cat-friendly travel is gaining momentum, with W Fort Lauderdale leading the charge. Their Purr Palace experience, created in partnership with Chewy, caters to feline travelers and their owners. This trend responds to the 65 percent of pet parents who believe traveling with pets enhances their trip.
The hotel offers a range of amenities, from catnip bars to custom scratching posts, addressing the unique needs of cat owners. This innovative approach taps into Florida’s popularity as a top pet travel destination.
And, according to Virtuoso, high-end airlines and hotels are increasingly catering to four-legged companions, offering pet-friendly accommodations and premium travel options. Pet owners are willingly indulging in lavish experiences for their furry friends, from exclusive amenities to first-class flights. The trend extends beyond short trips, with many travelers embarking on international adventures alongside their pets. Distance and cost are no longer barriers as people eagerly include their animal companions in both weekend getaways and extended global explorations.
Destination Trends
The leading tour operators Black Tomato, Big Five and TTC Tour Brands have identified several emerging destinations for 2025, reflecting travelers’ evolving preferences for unique experiences and off-the-beaten-path locations. These trends highlight a mix of adventure, cultural immersion, and luxury travel options across various continents.
Black Tomato highlights exciting destinations for 2025. Greenland becomes more accessible with United’s new Newark-Nuuk route, offering Arctic adventures. Japan’s popularity soars, with Okinawa emerging as a less-crowded alternative to Tokyo and Kyoto. Slovenia’s tourism triples, driven by its culinary scene and sustainable initiatives.
Montana gains interest following “Yellowstone’s” final season, inspiring new itineraries. These trends reflect a shift towards unique, immersive experiences. Travelers seek out less-trodden paths, from Okinawa’s blend of Japanese and Ryukyuan culture to Slovenia’s Michelin-starred restaurants and UNESCO sites. Adventure seekers can explore Greenland’s icy waters or Montana’s wildlife, as luxury travel adapts to changing preferences for authentic, off-the-beaten-path experiences.
Big Five Tours sees Thailand’s popularity surging following its announcement as the setting for “White Lotus” season three, with some operators reporting up to 100 percent increase in bookings. South America sees growing interest in Peru, Argentina, Chile, Colombia, and Brazil, as travelers seek authentic experiences beyond iconic sites like Machu Picchu. Africa remains a top destination, with Kenya, South Africa, Tanzania, and Egypt leading the way. Travelers are drawn to cultural connections, unique experiences in lesser-known areas, and responsible travel opportunities. These trends reflect a shift towards more immersive and sustainable travel experiences across diverse global destinations.
TTC Tour Brands believes that while Italy and Portugal maintain their popularity, Eastern European destinations like Croatia, Prague, and Krakow are gaining traction among travelers seeking less crowded alternatives. Scandinavia is experiencing a surge in bookings, with some itineraries showing up to 150 percent growth. Finland, Denmark, Sweden and Norway’s reputation for happiness and well-being is a major draw. Natural phenomena are also influencing travel choices, with the northern lights expected to be more frequent in 2025 due to the solar cycle. This makes Iceland a top destination for aurora viewing, combining celestial spectacles with unique landscapes and experiences.
Experience-Focused Travel
Hilton is calling this the Year of the “Travel Maximizer,” travelers are increasingly embracing a wide range of journeys, from adrenaline-pumping escapades to tranquil retreats focused on rejuvenation. This extends to the kiddos: 70 percent of parents choose destinations based on their children’s interests and culinary experiences, with 50 percent booking restaurants before flights.
The Adventure Travel Trade Association (ATTA) reports that photographing nature and wildlife is the second most popular activity among travelers to Latin America, following sightseeing. Cycling, particularly e-biking, ranks as the fourth most popular activity in the region, aligning with the expected growth in cycling highlighted in their recent State of the Cycling Tour Operator Industry (2024) in Europe and Beyond report.
Virtuoso also identifies two key experiential travel trends for the upcoming year. Unplugging in the Amazon emphasizes disconnecting from technology to fully immerse in nature. 57 percent of luxury travelers prioritize awe and wonder as their top emotional drivers for trips. Chill with Cool Creatures highlights a growing interest in wildlife conservation and sustainable tourism, particularly in polar regions, where travelers can observe endangered species while supporting vital conservation efforts.
Wellness and Relaxation
Wellness tourism is experiencing remarkable growth, with an annual increase of 16.6 percent, according to the Global Wellness Institute. A new trend, Silver Bullet Wellness, is emerging, in which luxury travelers seek treatments for issues like insomnia, cognitive decline, and disease prevention. The industry is evolving beyond traditional spa experiences, with one in eight Virtuoso clients now traveling for wellness.
Feel-good voluntourism is trending, with the andBeyond Phinda Private Game Reserve offering conservation experiences. PONANT’s Le Commandant Charcot provides Extreme Wild Cold Exposure through polar plunges and snow rooms.
Trendy longevity programs at Euphoria Retreat and La Reserve Geneva focus on living better and longer. Meanwhile, traditional practices are being reimagined, with Nayara Tented Camp, Nayara Alto Atacama and Indian Springs Resort & Spa offering unique mud treatments. Nayara Bocas del Toro in Panama will debut a treehouse spa in 2025.
Plant-based dining is gaining prominence. Gili Lankanfushi resort in the Maldives, Dublin’s Westbury Hotel and Aqua Expeditions’ Aqua Blu yacht offer innovative veggie-centric menus.
The industry is shifting towards evidence-based, personalized wellness programs that blend traditional practices with modern, science-backed treatments, addressing various health concerns. At The Farm at San Benito, therapists are offering medically supervised retreats and holistic therapies.
Hilton’s 2024 travel trends also highlighted the growing importance of sleep and wellness in the hospitality industry. Sleep tourism has soared, with sleep retreats making headlines and mindful drinking contributing to clearer conversations and better rest. Wellness guest rooms have grown in popularity, reflecting the fact that over half of global travelers and two-thirds of Americans report sleeping better in hotels.
Among the emerging trends is Hurkle-Durkling, a Scottish phrase for intentionally lounging all day in bed while on vacation, enjoyed by one in five global travelers and particularly popular among younger generations. Sleep Divorce is another trend, with nearly two-thirds of travelers admitting to sleeping better alone and 37 percent preferring separate beds from their partners when traveling. Wellness rooms with sleep-centric amenities are expected to grow in popularity, especially among luxury travelers. Additionally, more than a quarter of travelers are booking spa or wellness treatments to enhance their sleep while on vacation.
The Longfellow Hotel in Portland, Maine, offers innovative wellness experiences. Their Astraea spa features the Grounding Earth Session for perimenopausal and menopausal women. Collaborating with Sleep Wise Consulting, the hotel prioritizes sleep wellness with Loftie alarm clocks and blocked indicator lights. The Sleep Tight Experience package includes June Nightcap sleep gummies and botanical oil rollers.
91 Athens Riviera, The Resort has a new athleisure concept that provides in-room exercise equipment and wellness amenities, promoting active lifestyles that combine luxury with movement and relaxation. Guests can enjoy tennis on eight pristine courts with professional instruction or visit Athlos sports club for personalized fitness training. The resort’s Soma Spa – The Finest blends ancient Greek traditions with modern techniques, featuring unique treatments like the Hammam Ritual and Olive Root Spa Journey.
Coolcations
In 2025, cooler destinations are gaining popularity as travelers seek milder climates over traditional “summer sun” hotspots. This trend, dubbed “coolcations,” sees tourists trading beach activities for mountain hikes and scenic landscapes.
MSC Cruises is capitalizing on this trend with their Northern Europe cruises and Alaska cruises. In 2026, MSC Cruises will debut in Alaska, offering weekly sailings from Seattle aboard MSC Poesia. Guests can enjoy breathtaking scenery, rugged wilderness and abundant wildlife while exploring the region’s natural beauty and rich cultural heritage.
Alternatively, your clients can journey through Northern Europe with MSC Poesia, exploring Baltic Sea destinations like Lithuania, Sweden, Estonia, Finland and beyond.
Canada’s St. Lawrence region is emerging as a popular winter tourism destination, offering various unique experiences for cold-weather enthusiasts. Visitors can partake in thrilling activities such as ice canoeing in Quebec City, relaxing in Nordic spas at Montmorency Falls or embarking on exhilarating dog sledding adventures in Charlevoix. For those seeking a different kind of winter challenge, fat biking on snowy trails provides an exciting way to explore the frosty landscape.
The region’s appeal is further enhanced by Ponant Cruises, which offers voyages along the picturesque St. Lawrence. A winter season highlight is the renowned Winter Carnival in Quebec City, scheduled from Jan. 31 to Feb. 16, 2025. This festive event showcases stunning ice palaces, lively parades, intricate snow sculptures and various unique winter activities.
Technology and Detox
Technology and innovation are reshaping hospitality in the Caribbean. The recent Caribbean Hospitality Industry Exchange Forum (CHIEF) conference highlighted how AI, virtual assistants and QR codes can enhance guest experiences and streamline operations. Attendees were encouraged to embrace digital tools to elevate authenticity and improve the guest journey. CHTA’s CEO, Vanessa Ledesma, stressed the importance of authenticity and collaboration for the future of Caribbean tourism.
Hilton had an interesting take on the contradiction between the want for high-tech and the desire for tech detox. While 78 percent of travelers seek frictionless, personalized online booking experiences, many also use vacations as an opportunity to disconnect. The Hilton for Business program and Digital Key features cater to tech-savvy travelers, with millions of Digital Keys downloaded in 2024. In-room technology demand is rising, with streaming TV being a top search filter. However, a growing number of travelers are embracing digital detox during vacations. About 20 percent avoid news, 24 percent limit social media use and nearly 25 percent ignore work communications more than before. Interestingly, 27 percent of travelers report taking more videos on vacation than previously.
Cost-Saving Strategies
Club Wyndham reports that despite economic uncertainties, travelers remain committed to adventures with cost-saving strategies. Seventy percent plan to maintain or increase their travel frequency. The average solo trip costs $1,532, rising slightly to $1,598 when traveling with others. Seventeen percent opt for off-season travel to avoid higher costs and crowds. Timeshare programs like Club Wyndham are gaining popularity among younger travelers, with 57 percent of owners being millennials or Gen Z, and an average owner age of 39.
