Recent research from the Travel Corporation reveals five significant trends shaping the travel industry in 2025: evolving customer preferences, multi-generational travel, emerging hot destinations, garden and wellness experiences and sustainability initiatives.
Customer Preferences Show Shift Toward Guided Experiences
Today's travelers are demonstrating a clear willingness to invest more in their journeys while seeking ways to reduce travel-related stress. Research indicates that 49% of baby boomers prefer spending their children's inheritance on travel, while 62% of travelers report that "JOMO" (Joy of Missing Out) travel helps reduce their stress and anxiety. A notable 65% of travelers are planning major trips in 2025.
The trend toward guided tours continues to grow across all market segments. The Travel Corporation offers various options to meet different preferences and budgets. Luxury Gold caters to the high-end market with five-star accommodations and acclaimed restaurants, while Insight Vacations provides premium experiences with four-star properties and intimate group sizes. Specialist brands like Brendan Vacations focus on specific destinations such as Ireland and Scotland, offering unique experiences including castle stays. Trafalgar delivers value-focused tours with quality accommodations and local experiences, while Costsaver and Contiki serve budget-conscious and young travelers respectively.?
Travelers listen to a bagpipe player at Ashford Castle in Cong, Ireland. (Photo Credit: TTC Tour Brands)
Multi-Generational Travel Gains Momentum
Family travel is experiencing significant growth, with 80% of boomers willing to fund multi-generational trips. The research shows that 58% of travelers receive partial or full vacation funding from their parents, and 37% regularly vacation with their parents.
Popular destinations for family groups include Croatia, Portugal, Switzerland, the Netherlands, Spain and Iceland. Travel advisors are increasingly promoting family-focused experiences through Trafalgar, particularly highlighting itineraries to U.S. national parks, Italy and Costa Rica.
Emerging Destinations Reflect Changing Preferences
The research identifies several trending destinations for 2025. European locations with cooler climates are gaining popularity, with 61% of travelers expressing a desire to spend less time in the sun. This has led to increased interest in Scandinavian countries.
In the Americas, U.S. national parks and Brazil are experiencing surging interest, along with growing attention to Chile and Peru. Asia continues its post-pandemic recovery with a 52% increase in travel searches, particularly for Japan and Thailand, which attract culinary enthusiasts.
Gardens and Wellness Destinations Flourish
Garden tourism is blooming, with 72% of Americans enjoying garden visits during their vacations. The Chelsea Flower Show has seen a 35% increase in bookings. Wellness destinations are particularly popular in Europe, with Italy showing a 152% increase in interest. Spain, Ireland, Scotland, Portugal, Wales, England, Malta, Switzerland and France are also emerging as significant wellness destinations.?
A farm-to-table MAKE TRAVEL MATTER Experience at Trattoria Terra Madre in Alberobello, Italy. (Photo Credit: TTC Tour Brands)
Sustainability Drives Travel Decisions
Environmental consciousness continues to influence travel choices, with 83% of surveyed travelers confirming sustainability's importance in their decision-making. The Travel Corporation addresses this through various initiatives including Make Travel Matter experiences and the Treadright foundation, which focuses on caring for people, the planet and wildlife.
The company's five-year strategy incorporates sustainable practices and experiences that advance UN sustainability goals while remaining engaging and meaningful for travelers. A prime example is the Discover Local Sami People experience featured on Trafalgar's nine-day Scandinavian Northern Lights Tour.
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