Global Holiday Travel Trends 2025: travelers seek proximity, value, and flexibility

A change in the way we travel

The 2025 holiday season is shaping up to be a year in which travel behavior is different than in previous years. According to the latest report from Sojern, the leading digital marketing platform for the hotel industry, travelers are approaching the end of the year with a more strategic mindset: spending less, traveling nearby, and making the most of promotions.

“This holiday season, travelers are making more conscious decisions about where and how they spend,” said Noreen Henry, Chief Revenue Officer of Sojern. “This opens an opportunity for travel brands to promote regional getaways, flexible pricing, and last-minute deals to capture demand, even in a slowdown.”

Mexico: Resilient and Preferred by American Travelers

Despite a 6% overall drop in flight bookings from the United States to Latin America and the Caribbean, Mexico remains the top international destination for Americans.

According to Sojern data as of October 1, the country accounts for 12.5% ​​of international flights departing from the US, surpassing the United Kingdom (7.3%), Canada (4.7%) and the Dominican Republic (4%).

While flight bookings to Mexico fell 8% year-over-year and hotel bookings fell 13%, the outlook remains optimistic: 42% of flight bookings and 31% of hotel bookings have not yet been finalized, providing a window of opportunity to capture lingering demand during Black Friday and Cyber ​​Monday.

The main source markets for Mexico are the United States (49.2%), Mexican travelers themselves (19.7%) and Canada (16.1%), followed by the United Kingdom and France.

Visitor behavior also varies: European and Latin American travelers tend to plan further in advance and stay longer (between 8 and 14 days), while Americans tend to book less in advance and prioritize shorter getaways.

United States: The rise of road trips and smart shopping

In the United States, travel costs continue to drive the trend. Nearly 90% of travelers plan to travel by road rather than fly during the holidays, a figure that reflects the search for savings and convenience.

Domestic flight bookings increased 4% year-over-year, while international bookings to destinations such as Canada (-14%), Mexico (-5%), the Caribbean (-8%), Asia (-9%) and Europe (-3%) registered declines.

Seasonal promotions, such as Black Friday, Cyber ​​Monday, and Travel Tuesday, are consolidating as the main drivers of bookings, reducing purchasing windows and concentrating demand in a few days.

In contrast, domestic destinations within the U.S. such as Florida, Colorado, and California continue to attract interest, while international arrivals to the country are declining (16% less to New York and 18% to Florida).

Europe: Short-Distance Travel and Christmas Charm on the Rise

In Europe, the outlook shows a clear upswing in short-haul trips within the continent, while long-haul trips are losing momentum.

Christmas markets in cities like Budapest, Warsaw, and Gdansk are among the season's favorites, driving an 8% increase in domestic travel.

On the other hand, bookings to North America fell 17%, and the United States dropped out of the top 15 international destinations for Europeans. Canada leads the list in the Western Hemisphere, with 27.5% of outbound bookings.

Spain (14%), Germany (10%), and the United Kingdom (9%) lead the list of intra-European destinations, while London (5%) and Paris (3%) maintain their winter appeal. Dubai (5%) is also among the most sought-after international destinations.

Austria shows a 21% increase, driven by its traditional festive offering in Vienna, while Eastern Europe gains prominence with growth in Hungary (+20%) and Poland (+9%).

With 55% of reservations still pending, the "last-minute" trend continues to dictate the region's pace.

Middle East: Major Events and Internal Growth

In the Gulf Cooperation Council (GCC), the holiday season is gaining momentum thanks to high-profile events and growing domestic tourism.

Saudi Arabia shows a 25% increase in domestic reserves and a 5% increase overall, supported by infrastructure investments and international events.

The United Arab Emirates maintains Dubai's regional leadership, accounting for 88% of inbound travel, despite a slight 6% drop in bookings. From Europe, the UAE is the top destination in the Middle East and Africa (25% of international bookings).

The Formula 1 Abu Dhabi Grand Prix, scheduled for December, will be one of the key catalysts for premium tourism in the region.

Asia-Pacific: Strong recovery ahead of Chinese New Year 2026

In Asia, the outlook is for sustained growth. The Chinese New Year 2026, which begins on February 17th, marking the Year of the Fire Horse, anticipates a significant rebound.

Flight bookings in Asia-Pacific increased by 26%, and hotel bookings by 16% compared to the same period last year. From China, international flights grew by 54% and hotel bookings by 28%.

The most searched destinations include Hong Kong (20%), Seoul (13%), Taipei (11%), Singapore (44.5%), Bangkok (15%) and Sydney (25%).

Chinese demand is also expanding into Europe, the Middle East, and Africa, with a staggering 330% increase in bookings, reflecting renewed confidence and a mix of regional and long-haul travel driven by culture, cuisine, and convenience.

A more strategic and connected traveler

Sojern's global analysis makes it clear that the traveler of 2025 is more conscious, digital, and flexible. In an environment where price, proximity, and personalization are the main decision-making factors, destinations that manage to balance value and experience will gain an advantage.

For tourism professionals, this represents an opportunity: to adjust digital strategies, capitalize on real-time data, and connect with travelers at the exact moment they make their decision.

Source: Sojern Platform.