Reunions, coolcations, and culture: The trends that will shape travel this summer 2025

Sojern, the leading digital marketing platform designed for the hospitality industry, shares its latest travel data ahead of the busy summer season.

“In today's rapidly changing landscape driven by geopolitical factors, environmental concerns, and changing traveler expectations, the brands that stand out are those that adapt quickly, delivering personalized and timely messages that build loyalty,” said Nick Beaulieu, Director of Sales at Sojern. “Success lies in using real-time travel intent data to connect with the right audiences, at the right time, and through the most relevant channels. Refining customer acquisition strategies has never been more important for marketers.”

Mexico in Focus: Opportunities and Challenges for Summer 2025

Despite a slight decline in early bookings, Mexico remains one of the top destinations for summer 2025. So far this year, leisure travel to Mexico has fallen 5% for flights and 14% for hotel stays compared to the same period last year. However, 62% of summer flight bookings and 56% of hotel searches have not yet been finalized, presenting a clear opportunity to launch last-minute marketing campaigns that capitalize on this late-booking behavior.

The United States remains Mexico's largest source market, accounting for 70% of inbound flight bookings and nearly 80% of hotel searches . Nationally, the most popular destinations remain Cancún (51.2% of flights, 45% of hotel searches) , followed by Playa del Carmen, Puerto Vallarta, San José del Cabo, and Mexico City.

Although there has been an overall decline in arrivals from all source markets—including Latin America (-9%) and Europe (-7%)—Mexico remains the most popular Latin American destination for travelers from the U.S. and Europe. Cancún, for example, represents 9% of bookings from Latin America and 7% from Europe, while Mexico City is among the top five most searched destinations in both regions.

This mixed picture suggests that, while Mexico faces macroeconomic and regional competition challenges, its solid tourism infrastructure, diverse experiences, and air connectivity with the Americas and Europe continue to secure its position on the global travel map. To take advantage of this, tourism marketers must focus on agile and personalized strategies that connect with undecided travelers in the weeks leading up to summer.

Local momentum and cultural appeal in Latin America

Beyond Mexico, trends in Latin America reflect a boom in local exploration and a growing cultural appeal. While Mexico leads the way, other countries in the region are also showing notable dynamism, indicating that Latin America as a whole is becoming increasingly attractive to both regional and international travelers.

 Further south, Peru has seen a 7% increase in bookings, driven by the continued allure of Machu Picchu and dry-season adventures. Brazil is also experiencing its own tourism boom: after a record-breaking January with 1.5 million international arrivals, summer flight bookings increased by 6%, while hotel searches rose 17%, led by travelers from Latin America (+71%), the US (+12%), and Europe (+21%). São Paulo and Rio de Janeiro are the main centers of attraction.

 Local stays and changes in American traveler behavior

Amid global tensions and economic pressures, Americans' travel habits remain relatively stable, albeit with some changes. Many travelers appear to be opting to vacation closer to home; these concerns about international travel have contributed to a 2% increase in domestic flight bookings in the United States. Conversely, international travel has declined: bookings to the Caribbean are down 2%, to Europe and Asia by 4%, and to Mexico by 9%. Cities like New York, Orlando, and Miami lead domestic travel, pointing to a trend toward closer getaways.

With the U.S. hosting a major international soccer tournament in June and July, bringing together the world's top clubs, cities like New York, Los Angeles, and Miami could see an increase in both domestic and international fan travel.

Internationally, the top three destinations for American travelers this summer—based on outbound bookings—are the United Kingdom (8.8%), Mexico (7.8%), and Italy (7.2%). Despite political tensions, travel to Canada has increased by 6%, although the drop in airfares suggests weaker demand. In contrast, Canadian travelers appear to be rethinking their U.S. travel plans: after a drop in U.S. flight bookings (from 4.6% to 3.5% in February), summer demand for Mexico has increased by between 10% and 25%, suggesting a growing preference for alternative regional destinations.

Europe: fresh destinations and a vibrant cultural agenda

Amid heatwave warnings, European travelers are seeking cooler destinations. While inbound travel to the continent remains stable, flights within Europe to the United Kingdom increased by 12%, with London—which accounts for 75% of total bookings—leading the rise. Major events such as Coldplay's world tour, the Oasis reunion, and iconic festivals like Glastonbury are driving this trend.

 As temperatures rise, travelers are opting for “coolcations,” with significant increases in flight bookings to Estonia (+32%), Iceland (+17%), and Norway (+11%). Traditional summer destinations remain strong: Portugal (+7%), Spain (+3%), and France (+1%). Portugal stands out particularly with a 13% increase in hotel searches, with the US accounting for 30% of total bookings, steadily increasing since Easter.

Paris continues to dominate the summer, especially after the boost from last year's Olympic Games. Italy, celebrating its Jubilee Year, holds its own, with Rome leading the way and Americans accounting for 28% of international visitors. International flight bookings to Switzerland increased by 2% YoY, and while it's still too early to establish a direct relationship, the UEFA Women's Euro 2025 could be playing a role.

The Middle East and Asia-Pacific experience sustained growth

 In the UAE, international flight bookings grew 4% YoY and hotel bookings grew 20%, with India, Saudi Arabia, and the United Kingdom as the main source markets.

 In Southeast Asia, Singapore recorded a 5% increase in flight bookings YoY, with China, India, and Australia as key markets. Thailand also saw a 2% increase in international flights, driven primarily by demand from China, Japan, and South Korea.

Meanwhile, outbound travel from East Asia continues to recover from the pandemic. Japanese and South Korean travelers are opting for regional destinations like Shanghai, Taiwan, and Bangkok, rather than traditional favorites like Jeju, whose share fell from 25% to 14.6% between 2024 and 2025.

Australia is seeing a 10% increase in travel demand, with visitors coming from New Zealand (+14.6%), China (+12.4%) and the US (+9%), with Sydney, Brisbane and Melbourne being the main urban centers of attraction.

Source: Sojern.