Change is accelerating on multiple fronts. Elections around the world, rapid advances in artificial intelligence, and rising living costs, among many other factors, it’s no wonder people are feeling tired and need to get away or simply disconnect. However, in the face of increasing uncertainty, isolation, and polarization, we’re seeing exactly the opposite in travel. Booking.com’s annual Travel Predictions 2025 research reveals that rather than retreating, many travelers want to redefine how they experience and engage with the world around them.
Travelers are changing their strategies in 2025, challenging the rules of conventional getaways and, as a result, forging new connections with themselves, their loved ones, and the people they meet along the way, as well as the destinations they visit. Whether rewriting norms of age, gender, or simply what society thinks travel should be, the boldest people are breaking away from known patterns and using their travels to fuel and find lasting personal growth.
To understand how the status quo is planned to be disrupted, Booking.com commissioned research of more than 27,000 people across 33 countries and territories to present nine travel predictions that predict 2025 will be the year that ushers in new ways of experiencing the world – for both millennials (who are rethinking their airport experience) and baby boomers (who are seeking thrills).
Night Tourism
As space tourism becomes an ever closer reality, travelers will focus on building connections with the universe by turning to more accessible astronomical excursions in 2025. Leaving behind the daytime crowds to enjoy the magic of midnight, 63% of Argentines are considering visiting destinations with darker skies. Topping the list of stellar adventures are star bathing experiences (80%), star guides (62%), once-in-a-lifetime cosmic events (64%) and constellation tracking (61%).
Concerns about climate change also influence this preference. 63% of Argentines plan to do more evening activities to avoid high daytime temperatures and 23% prefer to vacation in cooler places. UV protection is important for 60% of travelers who say they plan to reduce the amount of time they spend in the sun, while 60% want to organize activities in the evening and early morning, when the sun is at its lowest.
Appreciation of the night world is also deepening humans’ connections with nature, as the majority of travellers (52%) would book accommodation without lights to encourage less light pollution and preserve flora and fauna.
Passport to immortality
In search of the elixir of youth, holidays are no longer just a time to relax. Driven by the desire to cultivate a better lifestyle, 70% of travellers are interested in a longevity retreat. A twist on traditional wellness itineraries where temporary solutions are left aside in favour of a longer, healthier life.
Deep revitalization is the top priority, with options including body vibration (63%), red light therapies (56%), cryotherapy (50%) and stem cell treatments (56%). More than two-thirds (79%) are looking for new wellness activities they can incorporate into their daily lives while reconnecting with a more balanced self, including learning about timed coffee intake (31%) and IV therapy (22%).
66% of travelers said they would pay for a trip whose sole purpose was to extend their life expectancy and well-being, so 2025 could mark the beginning of the rest of their long lives.
AI = Alternative Itineraries
New technologies are already helping travellers find experiences tailored to their needs, but in 2025 we will see how innovations are leveraged to help tourists meet the needs of the destinations they want to visit.
More than two-thirds of travellers (79%) are going to use technology to make informed decisions and find authentic experiences, not only to respect the places they visit, but to make a positive impact on them. AI-powered tools, such as Booking.com’s AI Trip Planner, are set to play a pivotal role in planning these trips, with 43% of travellers interested in using AI to organise trips. This results in the creation of itineraries that foster deeper, more positive connections with local groups and communities.
People who travel are also going to take a more responsible approach to how they use technology. 38% don't tag locations on social media when visiting a lesser-known destination so that it remains a secret and "Instagram tourists" don't visit.
That said, for the 55% of Gen Z and 47% of millennials who would reconsider visiting a destination if they couldn’t tag their location, technology is also going to play a role in finding shareable alternatives without the guilt of cluttering up the usual hotspots. 82% are hoping to use technology to find less crowded areas and 29% are already using apps to address this issue in real time.
Multigenerational mega-trips
Another trend that is changing is that parents now prefer to spend the money they would leave to their children instead of saving it. Half of Argentine travelers (53%) would prefer to spend money on an incredible trip in 2025 instead of leaving an inheritance to their descendants. Argentine baby boomers who say this reach 63%.
But next year, this trend is set to take on an increasingly altruistic tone as older family members want to spread the cash around to help younger generations weather the cost of living crisis by paying for vacations. This ensures they can create great new memories, enjoying the fruits of their labor together with family, rather than simply padding the bank accounts of the next generation.
While 61% of travelers admitted that their parents paid for a portion of their vacation as adults, baby boomers are likely to influence an uptick with 88% of this group willing to pay for their children’s next trip and 88% for their grandchildren. Get ready for more multigenerational travel courtesy of the bank of mom and dad, as older, older and younger family members pack together in search of the best bonding experiences.
Zen Men
Alcohol and frivolity take a backseat. “Men-only” vacations based on wellness, self-development and empowered vulnerability take center stage. Thanks to a cultural shift bringing with it advances in dialogue about male mental health and societal pressures, moments to combat loneliness and prioritize more conscious male bonding will prevail on trips: More than half of travelers (55%) confirm that they would encourage one of the men in their life to go on a men-only trip. This percentage rises to 71% for Gen Z and 60% for millennials.
Men who travel are abandoning popular expectations and sexist clichés to disconnect from the stresses of everyday life (30%), to rest and rejuvenate (26%), to improve their mental health (19%) and to seek personal growth (23%). Making connections, both old and new, is going to be crucial: 7% are considering taking a men-only trip to address feelings of loneliness, more than a quarter (33%) are looking to make new friends and 19% are looking to improve their bonding and family skills.
And, further defying expectations, it is women who convince the men in their lives to take a men-only trip. 54% encourage their partner, 37% their friends, 29% their brother and 20% their father to put themselves first.
Timeless adventures
Forget a quiet retirement. Next year, an emerging group of baby boomers (1946-1964) will defy their age and conventional expectations in favor of thrill-seeking. Sixteen percent of members of this generation are interested in vacations that include adventure (compared to 9 percent in 2024**), and 17 percent are eager to step out of their comfort zones and reconnect with the reckless spirit of youth.
Making their way into an adrenaline rush, more than half (52%) are interested in horse riding, with 59% keen to let go of their inhibitions at a wine rave. Going further afield, 29% want to take to the water to canoe down the world’s largest rivers, 33% hope to strap on their hiking boots to trek one of the highest mountain ranges, while 39% hope to visit a glacier.
And there are signs of an even braver group: Baby boomers looking to push their own boundaries are interested in skydiving (17%), sandsurfing (15%), cave diving (30%), camping in Antarctica (10%) or even volcano boarding (32%). Proving that adventure knows no age limit, these pioneers are redefining what it means to travel beyond your twenties.
Neuroinclusive Navigation
With different ways of thinking and processing information, neurodivergent travelers are set to put their often-ignored needs into the spotlight, through emerging and evolving technologies, to revolutionize the way they experience the world by 2025. There is a growing need for less conventional and more inclusive approaches to travel experiences that better connect with neuroatypical needs. 51% of neurodivergent people have had a negative experience when traveling due to their neurodivergence, while 50% believe their travel options are limited as a result of their neurodivergence.
Many of these people would like technology to play a bigger role in their travels and help reduce their anxiety or that of their companions. 77% show a strong interest in artificial intelligence tools that provide them with up-to-date information about their trips, reports of delays and suggestions for quieter, less crowded spaces in airports and hotels. 79% of people in this group request sensory spaces in airports, hotels and other places, while 90% would like more options to “block out the noise” during the travel experience.
Indeed, the call for progress in 2025 is loud and clear. 85% of this group wants an industry-wide initiative or programme that shares its needs and preferences with airlines and accommodation providers in a harmonious way, providing a closer connection between travellers, platforms and suppliers.
Vintage travel
Vacation wardrobes are set to get a makeover by 2025. Travelers will be turning to vintage and visiting second-hand stores on vacation to pack more sustainably. 74% of Argentinians said they would be interested in buying their vacation wardrobe during the trip rather than before, and this percentage rises to 83% for Gen Z. On the other hand, 54% would visit second-hand stores on vacation and 83% have already purchased vintage or second-hand products abroad.
This shift, influenced by both cost and climate awareness, is certainly not just about style – it’s about being smart. With 58% of travellers wanting to save more on their trips and 77% adjusting their budget to maximise experiences, finding hidden gems at good prices in second-hand shops is a key part of the adventure. As a counter to fast fashion and mass consumption, 36% of travellers say they find better quality products in vintage shops abroad, while 35% say they buy vintage clothing on holiday because they can find better deals.
The Escape Door
Gone are the days of arriving just in time to avoid crowded gates after security. In 2025, travelers are looking to embrace a new era of airport entertainment. 26% express interest in visiting a place because of its airport, and 61% are curious about airports with more unique experiences or facilities and services.
But it’s Gen Z and millennials who seem set to drive this trend. Between them, 46% are willing to consider destinations based on their airport, rejecting stressful stereotypes in favour of indulgent experiences: sleeping pods (42% of Gen Z and 36% of millennials), spas (28% of Gen Z and 28% of millennials) and even Michelin-starred restaurants (15% of Gen Z and 18% of millennials). With this mindset shift, travellers next year will be turning every missed connection into holiday time gained.
With almost two-thirds of people (65%) saying they would feel more excited and stress-free if there was a wider range of facilities and services to use before their flight, holidays are set to start long before you board the plane. By 2025 the start of the journey could be just as exciting as the destination.
Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com, says: “In 2025, travellers are going to use their travels to transform themselves, their relationships and ultimately the world around them. More men are seeking out getaways that challenge outdated gender expectations and foster mental wellbeing. And nearly one in five baby boomers refuse to let age stop them from pursuing new adventures. It’s about breaking down travel conventions to foster a deeper sense of connection. Technology and imagination are coming together to create a new era of traditions and ultimately make it easier for everyone to shape their own travels in 2025 and beyond.”
Source: Booking.com