Tap into Our Favorite 2025 Travel Trends
by Ellie West
New year, new travel trends! Anyone else get super excited for the barrage of annual travel predictions from across the industry? Just me? As a strategist and frequent traveler, I’ve cherry-picked a few trends that I think have some interesting and worthwhile applications for improving your hotel experience this year and beyond.
Passion Travel
Experiential travel has been in the zeitgeist for a while now, with travelers continuing to find value in collecting memorable experiences over the accumulation of things. This year, however, there is a shift from broad experiential travel to niche, passion-focused travel like culinary tourism, wellness retreats, concerts, “set-jetting” to famous TV and movie locales, and now, book-inspired travel.
Apply This Trend
Travelers want to connect with their “tribe” when they travel, to find and bond with others with similar interests and passions. Take advantage of this trend and seek out lesser-known book, music, art, and other cultural events nearby to add to recommended itineraries or even special packages. Host meet-ups, tastings, or wellness experiences for guests and locals on-property. Whatever you do, think about ways to help guests embrace their passions and discover something new simultaneously.
Wilcos Sky Blue Sky ©2023 Josh Timmermans
Solo Travel
Solo Travel hit the trend radar last year with an American Express trend report indicating that 76% of Millennials and Gen-Z planned to take a solo trip in 2024. Driven by an increase in digital nomads, the ease of planning a quick trip based on just one person’s needs or increasing recognition of the importance of “me” time for mental health, solo travel continues to rise.
Apply This Trend
Solo travelers have a unique set of needs and expectations for their trips. Consider creating itineraries and on-site activities designed to bring solo travelers together and make them feel welcome. Think tried-and-true approaches like cocktail hours and live music, but also passion-driven pursuits like book discussions, game-day meet-ups, or coffee tastings. Check out Hilton’s 2025 Travel Trends Report for more about these solo travel “MeMoons”.
Detour Destinations
In 2024 travelers attempted to avoid the crowds in the world’s biggest tourist destinations and headed towards lesser known, yet similar places or “Destination Dupes” as Expedia coined it. This year, travelers are still venturing off the beaten path, but only for a detour rather than a replacement for popular destinations. Expedia’s Unpack ‘25 report indicates that 63% of travelers say they will visit a detour destination on their next trip
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Travelers seem to be more open than ever to adding some spontaneity into their once carefully curated itineraries. Highlight the ways your location is a worthwhile detour from nearby over-crowded locales. Share how easy and rewarding it can be to plan a stop at your property on social media, through emails, and any digital campaigns you may have.
photo by Kampus Production
Super-Local Souvenirs
While there will always be a place for mini license plates with your name on them, this year, travelers are expecting more from their holiday mementos. Research shared in Expedia’s Unpack ‘25 report indicates that travelers are searching for goods and products they can’t get at home. TikTok trends have helped people discover chocolate from Dubai, skincare from Korea, butter from France, Costa Rica coffee, and matcha experiences in Japan. In fact, many travelers are even visiting local grocery stores to covet local delicacies.
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Find ways to help guests obtain these “only here” products, but also provide some insight into why these goods and products are so special. Partner with local creators and vendors to tell the story of that locally-made soap or coveted chocolate and make every souvenir into a status symbol. These partnerships are a great way to reinforce what you stand for as a hotel as well.
New Nights Out
Memorable nights out are becoming a lot more varied than bar hopping and bottle service this year. Travelers are seeking nighttime entertainment and excursions that connect them with nature and with each other (sans the alcohol). A global survey from Booking.com found that nearly two in three travelers said they have considered “darker sky destinations” for activities such as stargazing (72%), once-in-a-lifetime cosmic events (59%) and constellation tracking (57%). And in the past year 1 in 4 global travelers have reduced or stopped their alcohol consumption, increasing the need for “sober curious” things to do (Hilton Travel Trends 2025).
Apply This Trend
Lucky are the few hotel properties located within viewing range of the Northern Lights or in certified Dark Sky Places–they are well-positioned to take full advantage of the rise in “nocturism”. But other hotel leaders can consider creating nightlife activities that enable social bonding, inspire a sense of awe, and let travelers have fun without the alcohol. Think communal dining experiences, wellness activities like late night yoga or spa treatments, or nighttime tours out of the heat of the day.
photo by Brad Switzer
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