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new year is around the corner, and research is finding that travelers are still thinking big when it comes to travel plans. The post-pandemic urge to get out and see the world remains strong, but the types of trips on the docket for 2025 are becoming increasingly unique.
Next year’s travel trends provide a wealth of opportunity for marketers to capitalize on these new traveler segments — and the best time to adjust your marketing strategy is right now. Here’s a look at what’s hot (and what’s not) for travel in 2025:
Group Travel
The year 2025 is all about travel togetherness. According to recent reports, 47% of travelers say they want to take multigenerational family trips in 2025 — a number that’s up 17% from 2024 and higher than any other type of group trip. Friend group travel is also popular at 20%.
What’s not trending? Solo trips. In 2025, only 12% of travelers say they’re interested in traveling alone, which is down a whopping 72% from just a year ago.
Ideas to Inspire Groups
- Promote flexible accommodations, including rooms with bunk beds, suites with pull-out couches, connecting rooms, and other ways a large group can share space.
- Create a “memory-making” service where large families can opt for photo packages that capture every moment.
- Market to several generations at once — here are our tried-and-true tips for attracting multi-generational groups to your property.
JOMO Travel (Joy of Missing Out)
Travelers are no longer feeling the fear of missing out on big, well-known tourist destinations. Instead, guests now favor quieter, off-the-beaten-path destinations with fewer crowds.
Vrbo reports that travelers are opting for serene accommodations like secluded lakeside cabins, mountain chalets, and cozy beach houses. They’re especially interested in amenities like hot tubs, gardens, and scenic porches to amplify their experience.
Ideas to Inspire Getaway-ers
- Provide private dining options for travelers who want to get away from the hustle and bustle of the main dining room.
- Offer book nooks or other cozy seating areas where there’s no Wi-Fi signal.
- Schedule private wellness experiences, like in-room spa treatments or guided meditation sessions.
- Emphasize your tranquility-focused amenities such as gardens, hot tubs, or hammocks.
Noctourism
Adventurers are looking for destinations in 2025 that offer nighttime phenomena that they can’t see anywhere else: stargazing under a Dark Sky, seeing the Northern Lights, watching bioluminescent illumination in the water, or ducking as bats cover the night sky.
Like those attracted to the idea of JOMO, “noctourism” travelers are also seeking brand-new experiences … and what’s more unique than experiencing the world under cover of darkness?
Ideas to Inspire Night Owls
- Create nighttime itineraries focused on stargazing, moonlit beach walks, or evening nature tours.
- Host themed late-night dinners or entertainment (like fire dancers on the beach).
- If your property is in an area known for its natural wonders, highlight yourself as the perfect home base — you can even provide amenities like telescopes, binoculars, flashlights, or star charts.
Goods-Focused Travel
According to Expedia, as many as 44% of travelers shop for local goods they can’t get at home while they’re visiting a destination, and 39% visit local grocery stores. In this new travel trend, coined “Goods Getaways” by Expedia, travelers are seeking out specialty items and experiences (think: locally made chocolates or regional cooking classes). It’s an extension of the experiential travel trend, which now includes tangible items that travelers can taste, touch, and take home.
Ideas to Inspire Souvenir Shoppers
- Create unique “souvenir experiences” for your guests by partnering with local artisans or specialty stores to offer exclusive products on-site or in gift shops.
- Offer curated, locally-inspired gift baskets upon arrival as part of a VIP guest package. This could also include product tastings or demonstrations.
Set-Jetting
Here’s another new term, designed to reflect travel inspired by TV shows and movies. After growing slowly over the past few years, “set-jetting” is taking off as travelers yearn to visit locations featured in popular television shows and films. In fact, according to Expedia, nearly two-thirds of travelers say that their travel has been influenced by their favorite movies, streaming services, and TV shows. Destinations like Montana, from the TV series “Yellowstone,” and North Carolina’s “Outer Banks,” from the show of the same name, are attracting fans who want to experience these cinematic settings for themselves.
Ideas to Inspire Movie Buffs
- Tap into the set-jet crowd by highlighting any connection your location has to popular films or TV series — like our client Opal Collection did with this blog post about the episode of “Succession” that was set at Lake Placid Lodge.
- Offer themed packages inspired by local filming spots or guided tours to nearby landmarks featured on the big screen.
- Create your own cinematic experiences, like movie-inspired decor or events based on iconic scenes to attract fans of specific shows or movies.
One-Click Trips
Inspired by social media influencers, many travelers want to book entire trips directly from one post. Some social platforms are even developing “shoppable storefronts” that streamline the booking process based on influencer recommendations. One-click travelers are the opposite of those who love going down the research rabbit hole and finding the perfect accommodations, best restaurants, and highest-rated attractions. They instead want to secure their next exciting getaway with just the touch of a button.
Ideas to Inspire the Influenced
- One-click trips originated on social media, so it’s essential to have a solid presence on the platforms that are most important to your ideal customers.
- Create an experience that allows guests to book rooms, experiences, and services directly from their favorite social platform. This can be even more effective if you partner with an influencer who can curate their own travel itineraries.
All-Inclusive Is In
Major hotel brands like Marriott and Hilton are expanding their all-inclusive options, which appeal to younger travelers seeking luxury without added stress (or money). By bundling amenities and activities for one flat price, these resorts offer a simplified, cost-friendly vacation experience. To attract the all-inclusive crowd (even if you aren’t a traditional all-inclusive resort), curate your own exclusive packages that cover a wide range of activities — from dining to drinks to wellness activities. Make your options fully customizable, offer add-ons, and allow guests to personalize their stay while not having to worry about paying for everything separately.
Bleisure Is Out
In the immediate aftermath of the pandemic, travelers were doing what they could to combine business travel with pleasure, such as adding extra days before or after their business trip. Now, that trend is on a downward swing. “Bleisure,” or blended travel, refers to trips that include both work and leisure time. These days, travelers are opting to keep work and play separate: 85% say they want separate trips in 2025, which is a 60% decrease from last year.
If you’d like to work with an expert team of travel marketers to take advantage of 2025 travel trends, get in touch.