Ryan Pearson, Regional Manager for UK & Ireland at Booking.com
We’re encouraged to find moments of joy in life to boost our wellbeing. So, when it comes to time off, it’s no surprise that we crave a holiday where every moment feels fulfilling. This desire is what we found when we surveyed travellers across 33 countries to understand what it is they’re looking for from their travels in 2025.
Next year will see travellers maximising their holidays from the moment they leave their homes to when they begrudgingly return. Understanding this shift, and offering unique experiences in response, will help set businesses apart as they plan for the year ahead.
Comfort starts before take-off
For more than a quarter of travellers (34%), the appeal of an airport alone can make or break a destination choice. Airports like Singapore Changi (SIN) have redefined the transit experience, with stunning waterfalls, rock climbing walls, art installations, and scenic views that make waiting for a flight feel like part of the adventure.
Meanwhile, underwhelming airports are discouraging travellers from certain destinations. Our survey found that 60% of travellers would feel more excited and relaxed if airports offered better amenities and facilities before take-off. Today’s travellers expect the holiday vibe to kick in well before boarding, so comfort and convenience at every stage of the journey is more important than ever. The airports that recognise the part they play in the travel experience will be remembered – they are the first and last impression of a holiday!
Holiday outfits go vintage
Once travellers reach their destinations, many are looking for ways to immerse themselves authentically while also saving on costs. More than half (56%) of travellers say they want to explore thrift shops abroad, eager to bring home unique finds from their trips. Travellers are also looking to embrace local styles, with 51% saying they’d rather shop for a holiday wardrobe once they arrive instead of before they leave.
Even better, 31% of travellers believe they can find higher-quality items in vintage stores abroad, and 35% say the deals are just too good to pass up. We see this in San Francisco’s Mission District with Community Thrift combining second hand fashion with local, good causes – and clothing exchanges in Nørrebro, Copenhagen.
While many travellers turn to social media to track down the best thrift markets or hidden gems, there’s a huge opportunity for travel providers too. Why not spotlight vintage shops as must-visit attractions, giving travellers the inside scoop on the best places to thrift?
From day to night
It’s not just about maximising each day, night tourism is emerging as a new way for travellers to experience destinations around the clock. Nearly two thirds (62%) of travellers are considering trips to dark-sky destinations, where they can enjoy unique experiences like star bathing (72%), guided stargazing (59%), and even witnessing once-in-a-lifetime cosmic events (59%).
With 54% of travellers aiming to avoid peak daytime heat and 42% actively reducing UV exposure, this trend is also a response to climate concerns. More than half of travellers (57%) are already planning to do their exploring in the early mornings or evenings when the sun is at its gentlest.
This trend is opening up unique opportunities for travel brands and accommodations. Hotels can collaborate with local venues offering nighttime experiences, meeting demand and sparking new interest in destinations known for their star-studded skies.
Shaping the new travel experience in 2025
As travellers head into 2025, their journeys are less about ticking off sights and more about savouring every step, every view, and every interaction along the way. From the first morning coffee at the airport to a night spent stargazing, each moment of the trip becomes an opportunity for connection, joy, or a moment of calm.
For travel providers, recognising this shift means crafting experiences that don’t just serve as transitions but are rewarding in their own right. By embracing these trends—whether in creating memorable airport spaces, highlighting local thrift gems, or offering serene night tours—those in the industry can help travellers make each day of their journey unforgettable.
You can read Booking.com’s full Travel Predication 2025 report here.
