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The year might be winding down, but 2025 trend predictions are heating up and media are already starting to place bets on what will be big in the year ahead.
Recently I attended a fireside chat on 2025 travel trends hosted by Roxhill, with travel writers Richard Mellor and Lucy Perrin. Here are Lucy and Richard’s 4 travel trend predictions for 2025:
TREND 1: Where holidays and health collide.
This year we saw the coupling of holiday and health come into the mainstream as health-conscious vacationers looked to keep their everyday wellness rituals intact while on holiday. Next year we’ll see this go one step further as spas make the transition from temporary relaxation to long term benefit. Treatments like cryotherapy, gene editing and stem cell therapy (think: anything that can add 10 years to your life) will become more popular as spas become more clinical. Expect the most momentum with treatments that are backed by substantial scientific data.
TREND 2: Shoulder season is the new high season.
Popular summer holiday destinations like Spain, Greece and Italy saw temperatures as high as 40 degrees leaving many tourists clinging to air-conditioned rooms for dear life. As summers get hotter and high season flight costs keep rising, expect 2025 shoulder season to be an increasingly popular time to travel. Next year we’ll see European holidaymakers opt for seemingly cooler destinations like the Nordics and Baltics during high season, saving traditionally warmer locations for Spring and Autumn. And don’t forget EES (Europe’s Entry/Exit System) is coming next year so savvy travellers will look to take summer holidays during shoulder season to avoid high season airport chaos.
TREND3: Learn to beat the crowds.
More people are traveling than ever before and there’s no sign of that slowing down next year. We saw overtourism really take a turn this year – from protests in Mallorca and the Canary Islands to nightlife bans in Amsterdam and Prague. Government measures so far don’t really seem to be working, and we’ll likely see more protests and local backlash in the year ahead.
TREND 4: Music is the main attraction.
Taylor Swift’s Eras tour set a new precedent for what people were willing to do (or where they were willing to go) to see their favorite artists. Expect tours from Oasis, Coldplay, Beyonce next year to boost that trend. This will be particularly popular among Gen Z and Millennials as bigger life purchases like buying a home feel out of reach and they look to spend their money on experiences instead. We’ll see more people adding destinations to their gig trips to make them more worthwhile, especially if they are travelling considerable distance.
For marketers and communicators in the travel and hospitality space, 2025 is looking like it may be a tipping point, as holidaymakers’ longstanding preferences change and locals lose patience. And even if you’re not in the travel industry, it’s a great opportunity for FMCG and Food & Beverage brands to tap into these trends too. With clients operating in all these spaces we’d love to help you develop creative properties that help you make the most of the zeitgeist: drop us a line at hello@currentglobal.com.
So fasten your seatbelts, give yourself permission to do some fantasy holiday research, and get ready to enjoy the adventure!
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