The Great Escape: How travellers are rethinking holidays in 2025

2025 is shaping up to be the year of travel, with an exciting boom on the horizon for brands and operators. Travel companies are expected to experience a 24% rise in the number of planned trips compared to 2024.

The year ahead holds promise but taking advantage of this high demand requires a healthy dose of market insight.

To keep our brands ahead of the curve, we developed a 2025 Travel Trends handbook that gives you the inside scoop on how holidaymakers are feeling about global travel.

From winter sun escapes to trading in the usual beach locations for a hidden gem, here is a quick look into what you can expect from travel in 2025.

The early bird

It’s no secret that January and February have a reputation for being gloomy. We’re usually drained after the busy festive season and the dull weather has us down in the dumps. Is it any surprise that globetrotters are jetting off earlier this year?

This might not sound like anything new since travellers often holiday off-season to take advantage of the discounts on offer. In 2025, however, slashed prices aren’t the main driving factor.

Data shows that 18% of Brits want to get away from the cold weather at the start of the year, while another 18% want to recharge after the Christmas holidays. 13% are hoping to begin the year with a new experience.

Destination diversification

The usual holiday hotspots are looking the same as in 2024, with classic countries such as Italy, Vietnam and Spain keeping their places as the best places to be for adventure.

So, what is the catch? Destination diversification within these locations. This means travellers are picking new up-and-coming spots within these traditional destinations.

For example, while Italy continues to be a favourite, holidaymakers are trading in hikes along the Amalfi Coast for cycling in the less-frequented terrain of Sardinia. Google research anticipates that this trend will increase throughout the year.

Beach locations off-the-beaten-track

For 43% of Brits holidaying last year, it was all about sun, sea and sand – and that is not set to change. Jetsetters are focusing on the beach again this year but probably not where you’re thinking.

In 2025, a move from typical beach spots like Turkey is anticipated, with beach locations off-the-beaten-track stealing the spotlight. One such destination is Albania!

This Eastern European treasure took centre stage on TikTok at the end of 2024, with many app users comparing it to the luxurious beauty of the Maldives. If that wasn’t enough, Google Trends reports a 59% YoY increase for inbound travel for Albania this year.

Making 2025 your year

The travel industry is poised to evolve in exciting ways, and we’ve only scratched the surface with the trends above. In fact, there are five more to sink your teeth into.

To explore our full range of insights, download our complete Travel Trends for 2025. While travel seekers are exploring the globe, you can reap the benefits of their renewed wanderlust by understanding what is shaping their holiday choices.

Our experts can give you a full overview of how to best position your brand for the upcoming year. Get in touch today to find out how our marketing services can start you off on the right foot in 2025.