What are the travel trends of 2025?

From "cool-cations" and destination dupes to slow travel and active tourism, 2024 brought plenty of travel buzzwords to life.

So, what’s next for 2025? According to a survey by Accor, a whopping 74% of Brits have their sights set on traveling abroad. But where exactly will they go, and what kinds of adventures are calling their names?

To answer these questions, Accor conducted research by analyzing the past two years of UK search data for more than 200 popular destinations, complemented by survey insights and keyword trend analysis.

Step into the future of travel and tourism, guided by Accor’s groundbreaking research!

So, here’s the 2025’s top 10 travel trends

1. AI-tinerary

According to recent Accors research, 13% of Brits are likely to use an AI app, which highlights the 100% increase in searches for "AI in the travel industry" in the last year.

AI-driven tools are transforming the way we plan travel, offering ultra-personalised, stress-free itineraries tailored to individual preferences. From AI trip generators to virtual assistants and predictive algorithms, these innovations are now integral to the travel experience, helping people create their dream journeys effortlessly.

Why is this trend catching on?

• Effortless trip planning: AI handles the heavy lifting of planning, from uncovering the best flight options to designing activity schedules based on your likes and availability. With AI-based travel planners, it now takes just a few minutes to create an itinerary.
• Real-time flexibility: AI adapts your plans dynamically, tackling last-minute changes like flight delays, unexpected weather, or spontaneous ideas. It can suggest alternative activities, recommend nearby restaurants, or even find quicker travel routes—all in real-time, for a smoother, more enjoyable journey.

2. Authenti-cities

The same report reveals that 58% of British now prioritize discovering hidden destinations from flocking to overcrowded tourist hubs. In fact, searches for "hidden gem holiday destinations" have skyrocketed by 150% in the past year alone, underscoring a clear demand for more authentic travel experiences. By 2025, authenticity will be the hallmark of tourism. Standardized vacations and cookie-cutter itineraries no longer satisfy the modern traveler. Instead, people seek meaningful interactions with local culture, nature, and traditions

Why is this shift happening?

• Escape from Over-tourism: Iconic spots like Venice, Barcelona, and Bali are grappling with overcrowding, prompting tourists to seek serene alternatives. Lesser-known destinations offer tranquillity, untouched beauty, and a chance to connect with nature—away from bustling crowds and high costs.
• Desire for Meaningful Experiences: Today’s travellers value personalization and uniqueness. They gravitate toward underexplored locations, where they can uncover hidden treasures and embrace the essence of a place. The appeal of slow travel, cultural exchanges, and local storytelling continues to grow, replacing traditional, surface-level sightseeing.

3. Earth-Friendly Escapes

As we approach 2025 and according to Accor’s research, 28% of Brits are prioritizing sustainable travel, with searches for “eco nature holidays” up by 250% and “conscious travelling” rising by 80%. Today’s travelers aren’t just visiting; they’re engaging. With sustainability at the forefront, people are choosing experiences that enrich the planet and its communities. This trend reflects a growing desire to balance wanderlust with responsibility.

Why Is This Happening?

• Environmental urgency: Climate change and over-tourism are reshaping travel choices.
• Meaningful experiences: People are seeking authentic and sustainable ways to connect with the world.

4. Work-Play Wanderlust

In 2025, 16% of Brits plan to combine work and leisure with searches for "working nomads" rising by 82% over the past year. As remote work continues to reshape the modern workforce, the boundary between business and leisure has become increasingly fluid allowing space for a new travel trend "bleisure”. This lifestyle allows individuals to work remotely from exciting destinations, merging productivity with adventure.

Why is this becoming so popular?

• Remote work flexibility: With remote and hybrid work options now commonplace, employees can work from locations that inspire them. This flexibility allows for a work-life balance that combines productivity with travel.
• The rise of digital nomad visas: More countries are offering digital nomad visas to attract long-term remote workers. Popular destinations like Portugal, Croatia, and Bali are making it easier than ever to live abroad and continue working without skipping a beat.

5. Solo Sojourns

Solo travel is also on the rise, with 24% of Brits planning trips alone in 2025. Searches for “solo travel deals” and “best solo travel destinations” have also been increased by 30%. Solo travel isn’t just a trend; it’s a lifestyle choice. For many, it’s a chance to break free from routine, embrace the unknown, and discover who they truly are. A 2024 survey found that 69% of travelers planned a solo trip, a figure set to grow as more people experience the unique joy of independent exploration.

Why Solo Travel Is Taking Off:

• Personal empowerment: Travelling solo builds confidence and fosters self-reflection.
• Tailored itineraries: Without compromise, solo travelers enjoy the freedom to follow their interests and dive deeper into local cultures.
• Tech-enabled ease: Apps for navigation, safety, and trip planning make solo travel both convenient and secure, reassuring even for first-time adventurers.

6. Tasty Travels

It is also worth mentioning that by 2025, 32% of Brits aim to turn their travels into a culinary adventure, sparking a 250% rise in “cooking tourism” searches and a 143% surge in interest in “best cities for food in the world.”

For many, food is no longer just a part of travel, it’s the reason to travel. From the spicy markets of Bangkok to the vineyards of Tuscany, tourists are embarking on journeys that celebrate taste, tradition, and community. These experiences don’t just fill plates; they enrich minds and create lasting memories.

The Story Behind the Numbers:

• A taste of authenticity: Food connects travelers with local culture in a way that’s both sensory and personal.
• Influence of the foodie era: Blogs, shows, and viral posts are fueling a hunger for authentic dishes, top restaurants, and interactive culinary experiences.

7. Wellbeing Weekenders

Equally interesting is the fact that 31% of Brits plan to embrace wellness retreat weekends in 2025, while searches for “wellness retreat holidays” have risen by 22%. Short wellness getaways are becoming a dominant trend in travel, offering busy professionals a chance to escape and recharge. Whether it’s a meditative mountain retreat, a tranquil spa stay, or a digital detox, these focused weekends cater to a growing demand for self-care and simplicity.

Why this is trending:

• Health-conscious travelers: Mental and physical well-being have become central to post-pandemic travel, and short retreats fit seamlessly into busy lives.
• Burnout relief: Rising work pressures and the quest for work-life balance are driving individuals toward stress-free, restorative weekend options.

8. Athletic Adventures

The survey findings also show that 18% of Brits planning to travel for sports in 2025 and a 50% increase in searches for “workout holidays,” fitness-driven adventures are becoming a travel staple.

Picture this: running a marathon through the streets of Berlin, cycling along coastal routes in scenic villages, or crossing a triathlon finish line with the Eiffel Tower in the background. In 2025, travelers aren’t just going places, they’re achieving personal goals and celebrating their love of fitness through global adventures.

Why Is This Trend Surging?

• World-class events: Sports competitions in iconic locations attract participants who want to challenge themselves on an international level.
• Fitness as a journey: More people are turning vacations into opportunities to focus on wellness and personal growth.
• Racing with a view: Scenic and cultural races provide a unique way to explore breathtaking landscapes while embracing a healthy lifestyle.

9. Musical Pilgrimages

With 32% of Brits planning trips for music events and artists such as Oasis, Coldplay and Dua Lipa planning tours, the era of concert-inspired travel is here.

Music has always been a universal language, and in 2025, it’s becoming a catalyst for adventure. Fans aren’t just attending concerts, they’re embarking on journeys to follow their favorite artists and explore new corners of the world, blending passion for music with the thrill of travel.

Why This Trend Is Taking Off

• Music without borders: Iconic festivals and concerts in varied locations from Glastonbury to Coachella are drawing global audiences, fostering a culture of cross-border music tourism.
• Beyond the stage: Fans are combining concert attendance with cultural exploration, creating travel experiences that extend the magic of the event to the surrounding cities and communities.

10. Set-Jetting

In 2025, more travelers are blending their love for entertainment with adventure. Accor’s survey reveals that 24% of Brits dream of exploring the filming locations of their favorite films and TV series. This enthusiasm is mirrored in a 50% surge in searches for “Hobbiton movie set tours” and an 83% jump in interest in “Dubrovnik Croatia Game of Thrones tours.”

Set-jetting offers fans the chance to bring their screen obsessions to life. It’s not just a trip; it’s a way to step into beloved worlds while boosting tourism revenue, with some destinations seeing a 31% increase in visitors thanks to film-related travel.

Why Are Fans Booking These Trips?

• The streaming effect: Streaming platforms have made iconic shows and films widely accessible, fueling fan engagement and the desire to connect with on-screen locations.
• Living the story: Set-jetting transforms a trip into an immersive journey where fans can engage directly with their favorite narratives.

The top 20 trending destinations for 2025

New York City

With iconic sights like the Empire State Building, the Statue of Liberty, Central Park, and Times Square, it’s no surprise that New York City is at the top of trending destinations, earning a remarkable score of 97.58 in search and media buzz.

Whatever your passion, NYC has something for everyone. History lovers can explore famous museums like the Met and the American Museum of Natural History. Sports enthusiasts can visit legendary venues such as Yankee Stadium or the Barclays Center. Theater and music fans will find endless joy on Broadway, at the Apollo Theater, or the renowned Lincoln Center.

Singapore

In second place is sunny Singapore, boasting a trending destination score of 96.58. A city like no other, Singapore dazzles visitors with its iconic gardens, striking modern architecture, and world-class shopping. Dive into its rich culture and history at the National Gallery Singapore, marvel at the whimsical charm of Haw Par Villa, or escape the urban buzz at Sungei Buloh Wetland Reserve, a lush sanctuary brimming with wildlife.

Maldives

The Maldives rounds off the top three destinations for 2025, earning an impressive score of 95.98. Known for its idyllic beaches and crystal-clear waters, the Maldives also offers rich cultural experiences. Visitors can explore the National Museum to dive into the local history, indulge in an unforgettable underwater dining experience at a luxury resort, or venture to one of the nation’s uninhabited islands for an isolated escape.

For those seeking a solo adventure or an off-the-beaten-path destination, Hamburg and Lisbon offer hidden gems waiting to be uncovered. Discover the charm of Hamburg’s unique attractions or explore the lesser-known wonders of Portugal’s capital.