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Tourism and Travel in 2025: Set-Jetting, Secluded Stays and Sustainability

18/12/2024
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Experts in the travel sector tell 天美棋牌鈥檚 Sunna Coleman what the modern-day traveler seeks and share the innovations helping to tackle some of the biggest concerns
Travel is making a comeback. After taking a huge hit during the pandemic and the years following, the travel sector is soaring once again, cited to make a full recovery by the end of this year.

While this is great news for the travel industry, new challenges have emerged along with it. As H/L vice president and director of brand strategy, David Morrissey puts it: 鈥淟et鈥檚 be honest, the travel industry didn鈥檛 do itself any favours this year. There were too many headlines about aircraft safety issues, privacy and safety concerns with some vacation rentals, as well as mismanagement and bankruptcy for big-name budget airlines.鈥

But despite some negative press, he says 鈥渢he travel industry is crushing it. It feels like we鈥檙e moving past that 鈥榬evenge travel鈥 phase 鈥 the trips so many of us took these last few years to replace those that covid robbed us of. Now, we鈥檙e planning travel that鈥檚 more meaningful to us. Personally, I think that鈥檚 a wonderful thing.鈥

鈥淭he pandemic prompted many travelers to reassess their values,鈥 shares Rachel Cobb, executive vice president of strategy and planning at Mythic. 鈥淥ur research partners note that travelers place more value in unique travel experiences than they do on material possessions, resulting in cuts to discretionary spending to make more room in the budget for memorable vacations. Because of this, consumer expectations are sky-high, and when it comes to destination marketing, the onus is on brands to showcase the variety of experiences available to meet travelers' diverse desires.

鈥淭ravelers are multidimensional and seek vacation experiences that cater to everything from 鈥榬elax鈥 mode to 鈥榟aving a cultural moment鈥 mode. Therefore, brands must not only understand individual consumer motivators but also proactively monitor trends. By using data analytics and customer insights, brands can tailor their offerings to align with consumer motivations and effectively highlight everything a destination has to offer through advertising.鈥

In order to do this, technology will take center stage, says Blake Kotenbrink, senior vice president and group director at Momentum Worldwide, North America. 鈥淓xpect AI-driven personalisation and contactless services to enhance your journey, streamlining research and providing tailored booking options. Some innovative companies will even introduce VR experiences, allowing you to explore destinations before making a commitment.鈥

鈥淎merican Airlines, Delta Air Lines, Disney and Trivago have all partnered with companies that produce templated AI-generated videos at scale and they're seeing the results of that investment,鈥 adds Rachel. 鈥淗otels are also leveraging AI to personalise welcome videos for their guests and offer up recommendations for their stay all based on data. At each stage of the consumer journey, we're seeing brands leverage data analytics and consumer insights to surprise and delight their target audience in ways that speak directly to their mindset and motivations.鈥

鈥淭ech is a game changer for travel, and it鈥檚 only becoming more important,鈥 agrees Dipti Bramhandkar, executive strategy director at Iris, North America. 鈥淭ake United Airlines 鈥 it introduced biometric boarding at major hubs earlier this year, which has cut boarding times by nearly a third. It鈥檚 the kind of practical efficiency that travelers really appreciate as they become less forgiving of inconsistent experiences, whether it鈥檚 unreliable service or surprise fees from platforms like Airbnb.

鈥淭he opportunity here is clear: brands that invest in reliability and personalisation are positioned to win trust and loyalty. We鈥檝e seen Marriott launch 鈥楢partments by Marriott Bonvoy鈥 to compete with Airbnb while Hilton launched an AI-powered app this summer that tailors itineraries with local guides and experiences, making travel planning both personal and seamless.鈥

On this note, Rachel shares that brands are increasingly partnering with micro-influencers to create seamless, one-click trips. 鈥淓xpedia is one brand we've seen take advantage of this trend by creating what they call 鈥榯ravel shops鈥. This feature encourages customers to explore trip recommendations and itineraries from their favourite influencers. Each influencer has a link to their shop in the bios of their Instagram and TikTok profiles that direct their followers to their travel shop to start booking. This curated recommendation taps into the 鈥榩ersonalisation鈥 piece of the puzzle because consumers are already following these influencers on social media, indicating they likely have an appetite for their curated content and aesthetic, and, by association, their trips. 

鈥淐reating this kind of seamless experience not only cuts down on the arduous planning process but also increases the likelihood of the audience following through and booking a trip. We see an opportunity for more brands to leverage influencers and micro-influencers to turn the wanderlust they stir up into a purchase.鈥

鈥淲hat people are looking for,鈥 Dipti sums up, 鈥渋s curated, one-of-a-kind trips rather than cookie-cutter packages. This is where creativity shines. For example, there鈥檚 been a huge interest in 鈥榮et-jetting鈥, where travelers visit destinations featured in movies and shows. Brands that can tap into pop culture and offer hyper-local, bespoke experiences are going to stand out.鈥


Too Many Tourists?


Trends such as set-jetting are opening up alternative locations which could help counteract over-tourism in some of the world鈥檚 most popular destinations 鈥 recent satellite data suggests 80% of travelers visit just 10% of the world鈥檚 tourist destinations (as reported in The State of Tourism and Hospitality 2024 by McKinsey & Company). According to National Geographic, the first season of The White Lotus, shot at the Four Seasons in Maui, led to a 386% increase in availability checks at the property. The second season drove tourists to Sicily and, sensing an opportunity, the Thai government proceeded to heavily court the show's producers by offering them $4.4 million in tax incentives.

With congestion a huge pain point 鈥 which many travelers put down to low-budget airlines and social media luring everyone to the same spots 鈥 there is concern over not only frustrating locals and fellow visitors alike, but harm to natural and cultural attractions. 

鈥淥ver-tourism and the resulting tension between locals and visitors are challenges which will only increase for destinations in years to come,鈥 says Alex Lemecha-Sim, business director at M&C Saatchi UK. 鈥淎s global travel continues to grow, many destinations struggle to balance welcoming visitors with preserving the lifestyle and identity of their residents. Over-tourism often leads to overcrowding, rising costs of living, and environmental strain, creating friction that diminishes the sense of authenticity and warmth that make destinations appealing. When residents feel displaced or disconnected, the overall tourist experience suffers. 

鈥淒estination brands can address these challenges by redefining their purpose as homes first and tourist attractions second. This approach involves fostering a sense of connection between locals and tourists, creating purposeful tourism that enhances local culture and protects the environment rather than demanding compromise. By involving locals early and genuinely in tourism strategies, destinations can ensure residents feel connected with and proud of their home鈥檚 identity. Successful examples, such as the Faroe Islands, show how integrating local voices builds community pride, strengthens engagement and enriches visitor experiences through meaningful connections to the destination. By prioritising cultural respect and shared values, destinations can build lasting bonds between tourists and locals, creating experiences that are impactful, sustainable, and mutually enriching.鈥

鈥淏rands embracing experiences that honour the culture where they show up will do well,鈥 agrees Nicole Ellingson, vice president and group creative director at Quigley-Simpson. 鈥淏rands need to do more than talk about culture; they need to be transparent about what they're doing to stimulate local economies, how they鈥檙e addressing sustainability, and how they are respecting local communities. As people seek activities off the beaten path, brands should be prepared with unique and immersive moments that speak to different types of travelers and help them feel more connected to a place and other people.鈥

鈥淐ollaborations with local creators or cultural ambassadors can elevate a stay beyond the ordinary,鈥 adds Guy Howland, executive creative director at Dentsu Creative. 鈥淭hese moments are what people remember 鈥 and share 鈥 long after they鈥檝e gone home.鈥 In fact, a BETC survey shared by deputy managing director and head of strategy (Paris), Adrien Fortabat, which delves into the opinions of prosumers (leading market drivers that influence the consumption of mainstream consumers) found that 83% think tourism brands 鈥渟hould support and empower local communities鈥.

鈥淏ooking.com also highlighted that over 70% of travelers now prioritise sustainability and local engagement over traditional sightseeing,鈥 says Dipti. 鈥淭his trend has pushed cities like Kyoto to limit visitor access in certain areas, aiming to preserve its cultural heritage while still meeting demand.鈥

As outlined in McKinsey鈥檚 report, concerns over congestion and sustainability have led travelers to start looking for alternatives: 鈥淔or instance, Laos and Malaysia, which both border Thailand 鈥 an established destination that is home to Bangkok, the world鈥檚 most visited city 鈥 are up 20% and 17%, respectively, in year-over-year international travel spending.鈥

Dave Jones, head of strategy at True Digital says, 鈥淎 niche but emerging trend worth keeping an eye on is wilderness adventure travel. We expect to see growth among wealthy tourists looking to disconnect completely from the stress of day-to-day life with bucket-list holidays to some of the world鈥檚 most remote locations. Search demand for trips to places like Patagonia and Antarctica have been growing for several years now, and the increasingly chaotic global news agenda is only likely to accelerate our desire to escape from it all.鈥

鈥淎nd if the travel frenzy driven by 2024鈥檚 solar eclipse was any indication,鈥 adds Rachel, 鈥渘atural phenomenon-seekers are eager to visit breathtaking sights like the Northern Lights, geysers and hot springs. We鈥檝e been tracking Vrbo's Phenomena-List and were thrilled to see that Wilmington and Island Beaches (one of our clients), made the list as one of the top attractions for 2025 for its Venus flytraps. Other notable US attractions included Utah鈥檚 International Dark Sky Park and Tennessee's synchronous firefly season.

鈥淭here鈥檚 also the 鈥榙estination dupes鈥 trend. Brands like Booking.com and Expedia have embraced this by producing hype videos for lesser-known, less-frequented destinations. This is particularly popular among budget-conscious travelers.鈥

But alternative destinations alone cannot counteract the bigger issues around sustainability. So what else can be done?

鈥淒igital and smart tourism can play a crucial role in making travel experiences more sustainable,鈥 Rachel explains. 鈥淔or example, our research partner, Mintel, recently published a report highlighting how Vietnam's tourism industry is developing digital platforms for cultural heritage sites to minimise the environmental impact of visitors.鈥

David states that 鈥渕ore than three in five Americans say they鈥檙e concerned with climate change, according to an article published by Morning Consult. However, very few travelers are taking significant steps to make their travel choices less impactful or to offset their travel behaviours in some way. Here鈥檚 an interesting nugget though: for those travelers who do want to reduce their impacts, opinions differ on how best to do so by generational cohort. 

鈥淎ll travelers agree on minimising single-use items as a natural first step. Beyond that, boomers and gen x say they鈥檙e more likely to reduce a level of service that might affect their own comfort 鈥 like reusing linens during a hotel stay. Whereas gen z and millennials would rather pay more to reduce impact 鈥 by selecting a carbon offset on an airline, choosing a more expensive brand that prioritises sustainability efforts, or upgrading to an EV car rental. Travel brands that may be targeting a particular generational cohort should take steps to ensure that the initiatives they communicate align appropriately.鈥

鈥淩esearch shows that millennials and gen z fly more frequently throughout the year and expect airlines to adopt sustainable practices,鈥 says Rachel. 鈥淏ecause of this, airlines need to adjust their marketing strategies to highlight their sustainability initiatives. Transparent communication and education about these efforts, including their limitations, can empower consumers to make informed decisions. For example, Alaska Airlines is making progress by allowing customers to purchase sustainable aviation fuel credits to offset 5%, 10% or 20% of their emissions when booking a flight.鈥

Meanwhile, Delta recently introduced the option for travelers to buy Sustainable Aviation Fuel (SAF) credits when booking flights, as Dipti shares: 鈥淚t鈥檚 a simple but powerful step that lets customers feel like they鈥檙e contributing to a solution. It鈥檚 also a smart way for brands to show they鈥檙e taking action on environmental issues, which builds trust and encourages responsible travel.鈥

Guy notes that 鈥渋t鈥檚 about more than just marketing 鈥 it鈥檚 about showing tangible actions. Align with initiatives like sustainability and community impact in a way customers can truly experience. Brands need to live their values, not just talk about them.鈥


Travel Takes on New Meaning


With the appetite for travel healthy and strong, competition is fierce. 鈥淚t has become a race to see which travel brands can meet high consumer expectations,鈥 Rachel states. 鈥淏rands face the challenge of differentiating themselves among numerous competitors all vying for the attention of their target audience.鈥

Alex adds: 鈥淐ollaboration between destinations can be a game-changer. Joint campaigns not only unlock creative possibilities that solo efforts can鈥檛 achieve but are also resource-efficient, allowing brands to pool together, expand reach and promote complementary or multi-destination experiences. The result is compelling narratives that captivate attention and leave lasting, distinctive impressions.鈥

鈥淏rands have to get creative,鈥 Dipti stresses. 鈥淐ompetition is driving innovation and raising the bar across the industry. Accor Hotels recently launched 鈥楬eartist Stays鈥, which focuses on art-themed accommodations in Paris. It鈥檚 a smart move because it appeals to a specific type of traveler looking for a culturally immersive experience. But what鈥檚 most exciting to me is how travel is evolving to be more thoughtful and impactful. Lonely Planet鈥檚 partnerships with indigenous communities to create immersive cultural tours is a perfect example. It鈥檚 not just about seeing the world anymore 鈥 it鈥檚 about connecting with it in meaningful ways. This shift toward responsible and authentic travel is a huge step forward, and it鈥檚 something to be really optimistic about!鈥

鈥淭he concept of 鈥榮oft travel鈥 will also gain momentum in 2025,鈥 adds Blake. 鈥淭ravelers are increasingly looking for experiences that allow them to unwind and rejuvenate, opting for trips that soothe the nervous system without the stress of a packed itinerary. Relaxation and exploration at one's own pace will be the new mantra. In the luxury market, consumers are seeking nature-focused experiences, detox retreats, self-discovery journeys and holistic health programs 鈥 proving that in today鈥檚 world, health is indeed the new wealth.鈥

Dipti agrees: 鈥淭he next few years are going to be all about wellness tourism, regenerative travel, and 鈥榳orkcations鈥. Aman Resorts is leading the way with its Life-Reset Wellness Immersion program, which combines luxury stays with tailored wellness plans. These types of experiences blur the line between leisure and personal development, which is exactly what many travelers are looking for right now.鈥

鈥淲hat鈥檚 clear,鈥 Blake says, 鈥渋s that proactive adaptation and innovation will fuel growth as the travel sector navigates the challenges and opportunities of 2025. The journey ahead promises excitement and discovery 鈥 so pack your bags and get ready for the adventure. All aboard!鈥
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