Booking.com’s Nine Predictions for Travel in 2025
Travelers reject tradition to rewrite the rules on age, gender and sense of self, taking travel in new directions
AMSTERDAM - Change is accelerating on multiple fronts. From global elections, rapid AI advancements, and increased costs of living (to name a few), it’s no surprise that people find themselves fatigued, needing to withdraw, pick a side or simply disconnect. Yet, in the face of rising uncertainty, isolation and polarization, we’re seeing just the opposite in travel. Booking.com’s annual Travel Predictions research* reveals that instead of retreating, many travelers want to redefine how they experience and engage with the world around them.
Travelers are ‘rewriting their playbook’ in 2025; Defying the rules of conventional getaways, and as a result, forging new connections with themselves, their loved ones, those they meet along the way, as well as the destinations they visit. Whether rewriting the norms of age, gender, or simply what society thinks travel should look like for them, emboldened travelers are breaking out of familiar patterns and using their individual journeys to fuel and find long-lasting personal growth.
To understand out how people plan to break away from the status quo, Booking.com commissioned research among more than 27,000 travelers across 33 countries and territories to present nine travel predictions which foresee 2025 being the year that ushers in new ways of experiencing the world – from millennials rethinking the airport experience to thrill-seeking boomers.
Noctourism
With space tourism edging ever closer to reality, travelers will be focused on building connections with the universe as they turn to more attainable astro-pursuits in 2025. Ditching the daylight crowds for midnight magic, nearly two thirds (62%) are considering visiting darker sky destinations with starbathing experiences (72%), star guides (59%), once in a lifetime cosmic events (59%), and constellation tracking (57%) top of the stellar adventure list.
Concerns around climate change have also influenced this shift, with 54% planning to elevate their nighttime pursuits to avoid rising daytime temperatures and 42% of travelers preferring to vacation in cooler locations. Protection from UV rays is important for 61% of travelers who say they plan to reduce the amount of time they spend in the sun, while more than half (57%) expect to plan activities in the evenings and early mornings when the sun is at its lowest.
An appreciation for the nocturnal world is also deepening travelers' connections with nature, as the majority of travelers (54%) would book an accommodation without lights to encourage less light pollution and preserve flora and fauna.
Passport to Immortality
As travelers search for the elixir of life, a vacation is no longer just time to unwind. Driven by the desire to cultivate better lifestyle choices, 60% of travelers are interested in a longevity retreat - a super-charged flex on traditional wellbeing itineraries where temporary fixes are replaced in pursuit of a longer, healthier life.
Deep revitalization is a top priority, from body vibration (56%) and red light therapies (52%) to cryotherapy (48%) and stem cell treatment (45%). More than two thirds (67%) are looking for new wellness activities they can mix into their daily lives as they reconnect with a more balanced version themselves, including learning about timed coffee ingestion (37%) and IV therapy (31%).
And with 58% of travelers revealing they would pay for a vacation that's sole purpose was to extend their lifespan and wellbeing, 2025 could mark the first year of the rest of their longer lives.
AI = Alternative Itineraries
New technologies are already helping travelers find experiences tailored to their needs, but in 2025 we’ll see innovations being leveraged to help tourists meet the needs of the destinations they hope to experience.
Two-thirds (66%) will use technology to make informed decisions and find authentic experiences, to not only respect the locations they visit but contribute positively to them. AI-powered tools, like Booking.com's AI Trip Planner, are set to play a pivotal role in shaping these journeys, with 41% of travelers interested in using AI to curate trips, opening the door to itineraries that encourage deeper, more positive connections with localities and communities.
Travelers will also apply a more responsible lens to how they are using technology. Nearly half (44%) of travelers won’t tag locations on social media when visiting a lesser known destination to keep it under wraps and avoid encouraging flocks of Instatourists. That said, for the 47% of Gen Z and 44% of millennials who would rethink visiting a destination if they couldn’t tag its location, technology will equaly play a role in finding alternatives that can be shared without the guilt of overburdening the usual hotspots, with 67% hoping to use technology to find less crowded areas and 23% already using apps to tackle this in real time.
Multigen Megatrips
‘Ski’ vacations will be on the rise - but not on the slopes - as parents flip priorities by Spending Kids’ Inheritance (SKI) instead of squirreling savings. Nearly half of travelers (46%) would rather spend money on a trip of a lifetime in 2025 than leaving inheritance to their children – with baby boomers coming in at 49% and the silent generation (those over 80) at 40%.
But next year, this trend will take on an increasingly altruistic approach as older relatives look to splash the cash among their families, helping the younger generations through the cost of living crisis by paying for their next vacation. This ensures they can create magnificent new memories, enjoying the fruits of their labors together with their families, as opposed to just padding the next generation’s bank accounts.
While 58% of travelers admitted that their parents had already paid for their vacations or part of their vacations since being an adult, boomers are likely to influence an uptick thanks to the 80% who are happy to pay for their children when booking their next trip and 78% their grandchildren. Prepare for more multi-generational trips courtesy of the Bank of Mom & Dad, as grandparents, parents and grandchildren pack their bags together for the ultimate bonding experiences.
Boyz II Zen
Booze and bravado are set to take a back seat, as ‘men-only’ vacations rooted in wellbeing, self-development and empowered vulnerability come to the fore. With cultural change bringing progress to conversations around male mental health and societal pressures, moments that combat loneliness and prioritize more mindful male-bonding will prevail in travel: Nearly half (47%) confirming they would encourage one of the men in their life to go on a men-only trip, jumping to 65% for Gen Z and 58% for millennials.
Male travelers are abandoning popular expectations and ‘bro culture’ cliches to switch off from the stresses of everyday life (29%), rest and rejuvenate (30%), in pursuit of mental health benefits (23%) and personal growth (24%). Building connections, both old and new, will be crucial with 14% considering a men-only trip to tackle feelings of loneliness, more than a quarter (28%) looking to make new friendships and 20% looking to improve their relationship building skills with friends and family.
And further defying expectations, it’s women persuading the men in their lives to go on a men-only trip, with 56% encouraging their partner, 36% their friends, 28% their brother and 20% their father to put themselves first.
Ageless Adventures
Forget a restful retirement; next year an emerging cohort of baby boomers will defy their years and conventional expectations in favor of thrill seeking. Nearly one quarter (23%) of this generation are interested in vacations that involve adventure (up from 10% in 2024**) and 23% are eager to push beyond their established comfort zones, reconnecting with the reckless abandon of youth.
Easing their way into an era of adrenaline, nearly a third (31%) are interested in horseback riding and 27% are interested in letting go of their inhibitions at a wine rave. Venturing further, 19% would take to the water to canoe down the world’s largest rivers, 18% may lace up their hiking boots to trek one of the highest mountain ranges while 15% will hunt for glaciers.
And there are signals of an even more courageous crowd: Boomers looking to push themselves to the extreme are interested to go skydiving (11%), sand surfing (11%), cave diving (10%), camping in Antarctica (9%) or even volcano boarding (8%). Showing that adventure knows no age limit, these early trailblazers are redefining what it means to travel in later life.
Neuroinclusive Navigation
With different ways of thinking and processing information, neurodivergent travelers will be putting their often invisible needs in the spotlight, using emerging and evolving technologies to revolutionize how they experience the world in 2025. There is growing momentum around the need for less conventional and more inclusive approaches to travel experiences that better connect with neuro-atypical needs: Nearly half (49%) of those who consider themselves neurodivergent have had a negative experience while traveling due to their neurodivergence, while 50% believe their travel options are limited because of their neurodivergence.
Many would like to see technology play a greater part of their travel journey and help reduce theirs, or their travel companions’, anxiety. Two thirds (66%) are keen on AI tools that would provide them with up-to-date travel information, reports of delays and suggestions on quieter, less busy spaces in airports and hotels. Sensory rooms in airports, hotels and other locations are sought after by 68%, while 74% would like to see more ‘block out noise’ options across the travel experience.
In fact, the call for progress in 2025 is loud and clear with 69% wanting an industry-wide initiative or program that shares their needs and preferences seamlessly with airlines and accommodation providers, providing a closer connection between travelers, platforms and operators.
Vintage Voyaging
Vacation wardrobes will get a makeover in 2025, as trendy travelers turn vintage voyagers, hitting thrift stores while on holiday to curate a more sustainable suitcase. Over half (51%) of travelers said they would be interested in buying their vacation wardrobe during their trip rather than before, jumping to 63% of Gen Z, while 55% would visit thrift stores on vacation with nearly three quarters (73%) having already bought vintage or second-hand products when abroad.
No doubt influenced by both cost and climate awareness, this shift isn’t just about style - it’s about staying savvy. With 56% of travelers intending to be thriftier on their trips and 68% tightening budget planning in order to maximize their experiences, finding bargain hidden gems in second-hand stores has become a pivotal part of the adventure. Flying in the face of fast fashion and mass consumerism, 31% say they find better quality products in vintage stores abroad than at home, while 35% say they buy vintage on vacation because they find better bargains.
With travelers interested in bringing home pieces that tell a story, a thrift trip is now more than just shopping; it’s a way to bring cultural connections back home, all while making eco-conscious and wallet-friendly choices. Move over fridge magnet, vintage clothes are the new souvenir of choice.
The Gate Escape
Gone are the days of arriving ‘just in time’ to avoid lingering in crowded lounges post-security, as travelers reframe their 2025 vacation kick-off to embrace a new era of airport entertainment. More than a third (34%) express an interest in visiting somewhere because of its airport, with 60% curious about airports with more unique experiences or facilities.
But it’s Gen Z and millennials who look set to fuel this trend. Among both, 43% are keen to consider destinations based on their airport, rejecting stressed-out stereotypes in favor of indulgent experiences: From sleep pods (37% Gen Z, 35% millennials) and spas (31% Gen Z, 29% millennials) to Michelin star restaurants (22% Gen Z, 24% millennials). With this switch in mindset, travelers will be turning every missed connection into a slay-over next year.
With nearly two thirds of people (60%) suggesting they would feel more excited and stress-free about their trip if there were a wider array of facilities for use prior to their flight, vacations will start long before you board the plane. In 2025, the start of the journey could be just as exciting as the destination.
In 2025, travelers will be using their trips to transform themselves, their relationships and ultimately the world around them. A growing proportion of men are seeking getaways that challenge outdated gender expectations and foster mental wellbeing. And almost one in five boomers are refusing to let age keep them from chasing down new adventures. It’s all about breaking travel norms to foster a deeper sense of connection. Technology and imagination are coming together to create a new era of traditions and ultimately make it easier for everyone to shape their own journeys in 2025 and beyond. Arjan Dijk, Senior Vice President and CMO at Booking.com
For more information about Booking.com’s 2025 Travel Predictions, please visit: https://www.booking.com/articles/travelpredictions2025.en-gb.html.
*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.
**Travel Predictions 2024 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, 27,730 respondents across 33 countries and territories were polled (including 1,008 from Argentina, 1,012 from Australia, 505 from Austria, 1,001 from Belgium, 1,002 from Brazil, 1,009 from Canada, 1,009 from China, 1,002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1,004 from India, 510 from Ireland, 504 from Israel, 1,014 from Italy, 1,004 from Japan, 1,009 from Mexico, 1,014 from The Netherlands, 1,015 from New Zealand, 500 from Portugal, 502 from Singapore, 1,010 from South Korea, 1,009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1,003 from Thailand, 502 from the UAE, 1,007 from the UK, 1,005 from the US and 1,007 from Vietnam). Respondents completed an online survey in July 2023.
About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com's mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com's marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com. For more information, follow @bookingcom on social media or visit globalnews.booking.com.
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