Industry report: The State of Search in Travel 2025
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Why We Made This Report
In the last eight years of offering search marketing services such as SEO, PPC, and Digital PR, the travel niche kind of found us. And we’re glad it did. Our knack for creating multilingual, multi-market strategies at scale makes us a natural fit for brands that need content tailored to different languages, cultures, and regions.
The way people book their holidays is changing faster than you can eat a cheese toastie from 7/11 (IYKYK), and while we could have just relied on our own (vast and impressive 😉) data for this report, we wanted to go further. We trawled through major industry studies, scoured the web for emerging trends, and layered in social listening data to build a detailed picture of what’s ahead.
We also brought in some of the best in the business. Richard Mellor, freelance travel journalist for The Times, Metro, The Guardian (and more), shares his predictions on where the industry is headed in 2025.
Behind the Scenes
“There’s so much information out there on travel trends and industry predictions, it can often be overwhelming as to where to even begin to look. The aim of my research for this report was to bring some of the most standout facts, figures and forecasts all into one place, and put them into some sort of coherent order that our clients and readers can enjoy. It was a pleasure to collate the data, and I loved discovering trends that I now plan on reflecting in my own travel plans this year!” – Gabby Buck, Senior Data Insights Executive
“I loved bringing this to life. Gabby did an amazing job on the research and projects like this really remind me how cool the travel niche is. As a big lover of travel myself, a lot of the findings resonated with both me personally and the conversations we’ve had with clients over the last couple of months. Very cool, I hope you love it!” – Sophie Crosby, Head of Content
Snapshot from 2024
- More frequent but shorter trips: UK travellers took an average of 3.9 holidays in 2024, indicating a shift away from traditional long holidays towards multiple shorter getaways (YouGov).
- Search remains key: 57% of Brits relied on search engines to research travel, reinforcing the importance of SEO and content strategy (YouGov).
- Off-peak travel surged: Climate concerns and over-tourism drove demand for shoulder season travel, with operators expanding spring and autumn offerings (Globetrender).
- AI’s influence grew: Over 60% of travel companies implemented AI tools for customer experience and operational efficiency (ABTA).
Shifting Destination Preferences
Top searched destinations for EMEA travellers:
- London, England
- Istanbul, Türkiye
- Paris, France
- Antalya, Türkiye
- Dubai, UAE
- New York, USA
- Rome, Italy
- Çeşme, Türkiye (new to the list)
- Palma de Mallorca, Spain
- Fethiye, Türkiye (new to the list)
Top searched destinations for North American travellers:
- Las Vegas, Nevada
- Cancun, Mexico
- Orlando, Florida
- Los Angeles, California
- Punta Cana, Dominican Republic
- New York, USA
- Chicago, Illinois
- Miami, Florida
- Boston, Massachusetts
- San Diego, California
Journey to Booking
Search is still the backbone of travel planning. 57% of Brits use it as their primary tool (YouGov), while only 37% book directly with hotels—50% use comparison sites. Direct booking strategies need a rethink.
Travel stress is real: 70% of US travellers find booking stressful. Airport transfers, flight logistics, and luggage rules top the list of pain points.
Early bookings are rising. Some travellers are planning as far ahead as 2027, and 54% of British Airways customers now search 6+ months in advance.
Flexible payment is key: 69% of 25–44s want interest-free instalments. Only 20% use credit cards now—buy-now-pay-later is on the rise.
Also worth noting: Google Flights has now overtaken all major OTAs and airline sites as the UK’s preferred way to search for flights.
AI Hype vs. Reality
AI is transforming travel, but the experience isn’t quite there yet. 46% of vacation bookers using AI-powered recommendations found them ‘unhelpful’ or neutral (YouGov).
Still, over 60% of travel companies have integrated AI tools already, and the market is set to grow 15% annually over the next five years (GoIndex).
We’re seeing a shift from basic keyword searches to natural, conversational queries like: “Find me a boutique hotel in London with a spa and a jacuzzi that allows pets.”
22% of travellers used AI for trip planning in early 2023—a 40% increase from the previous September. 70% found it helpful for discovering activities, and 58% said it saved them time (Digital Dialog).
“AI’s influence on travel is accelerating. In this scenario, travel media, influencers, and even holiday companies could become redundant. But I don’t think that will happen, because AI’s great limitations—its reliance on accurate digital information and its inability to be fully ‘real-time’—mean that it’ll never be able to tell you right away about the amazing European country no one knows about or the fact that the hitherto well-reviewed safari lodge has just lost its brilliant GM.”
– Richard Mellor
Social Media’s Role in Travel
TikTok is now a major driver of travel inspiration. Travel hashtag use is up 250%. 39% of TikTok users have booked travel after seeing related content (Globetrender 2024).
But discovery isn’t always seamless. 50% of users said they wanted to book trips they’d seen online but found the process too complex or time-consuming.
26% of UK holidaymakers using TikTok for inspiration have booked trips directly from content they saw on the app.
Still, TikTok’s future is uncertain. US legislation has triggered a 5,000% increase in searches for TikTok alternatives. Brands relying too heavily on TikTok may need to diversify across Instagram, YouTube Shorts, Pinterest and beyond.
Budget or Bougie? Who’s Spending What (and Where)
Gen Z and Millennials are leaning into luxury—80% of 18–34s say they prefer premium travel, compared to just 56% of over-50s (Expedia).
That said, cost of living pressures are real. 93% of 18–24-year-olds say rising costs are influencing their travel decisions, but only 4% say they won’t travel at all.
Instead, they’re adapting: 32% are booking cheaper accommodation, 27% are taking fewer holidays, and 24% are opting for cheaper transport.
Luxury is still on the rise. 47% of Gen Z travellers stayed in five-star hotels in 2024—up from 37% the year before.
Social content is fuelling the desire for high-end experiences, even on a budget. This is a big opportunity for brands offering flexible pricing or instalment plans.
All-Inclusive Is Back
One-third of Gen Z travellers say their perception of all-inclusives has improved, and 42% now prefer them over other hotel types (Expedia).
#AllInclusive is trending, with Hotels.com seeing a 60% increase in related searches year-on-year.
What’s driving the shift? 41% say minimal stress, 39% like the ease of booking, and 38% value the luxury experience.
That said, full holiday packages (flights + hotels) aren’t seeing the same growth—only 14% of US travellers opt for those. People want convenience, but flexibility too.
“Personally, an all-inclusive has never appealed to me, but I can see why it works—especially when you want to know exactly what you’re spending and avoid budgeting stress.”
– Gabby Buck
JOMO: The Joy of Missing Out
Forget packed itineraries and the pressure to see every single landmark. JOMO travel — the Joy of Missing Out — is the mood for 2025. Unlike slow travel, which is about taking your time, JOMO is about doing less, feeling more, and making space for moments that actually matter. Think long breakfasts, aimless strolls, and guilt-free naps instead of back-to-back tours.
62% of travellers say slow-travel-style trips reduce stress and anxiety, while nearly half say they help reconnect with loved ones (Expedia Unpack ’25). The Hilton Trends Report backs this up — more than one in five travellers are booking trips for self-discovery or mental health, prioritising simplicity and spontaneity over bucket-list ticking.
Wellness Travel: From Breathwork to Burpees
The wellness industry is shifting from seaweed wraps to personalised longevity programmes. Richard Mellor writes:
“Forget seaweed scrubs or deep tissue massages. Aided by ever-better tech, the focus of the wellness industry—all the way down to dynamic spas—is on personalised longevity programmes that have a long-lasting effect on participants’ health.”
Gen Z is driving this shift—39% of 18–24-year-olds now don’t drink alcohol at all (YouGov/The Grocer). The rise of “dry vacations” means younger travellers are swapping bottomless cocktails for movement, breathwork, and experiences that leave them feeling better—not worse.
2024 was dubbed the Year of Rest and Relaxation. Demand surged for sleep retreats, silent getaways, AI-powered wellness escapes, and cultural wellbeing experiences (Hotelbeds).
- 93% of Gen Z travellers say travel improves their mental wellbeing
- 89% feel less anxious and more positive after a trip (Timeout)
Wellness tourism is booming. Travellers spend an average of $1,764 (£1,426) per international wellness trip. The sector is forecast to hit $1.41 trillion by 2029, growing at 9.6% annually (Business Research Company).
And yet, 42% of UK adults don’t use their full annual leave. Travel brands have a chance to reframe holidays as essential—not indulgent.
From Fly & Flop to Fly & Flex: Fitness Travel Takes Over
Sports tourism is booming, and wellness travel has officially burpee-broad-jumped into 2025.
- 18% of Brits are planning trips specifically to take part in fitness events (Accor)
- Searches for “workout holidays” are up 50% in the past year
HYROX competitions, surf camps, wild swimming weeks, and cycling retreats are all gaining popularity. 21% of Britons now choose fitness-led getaways over sun-loungers and cocktails.
Fitness influencers like James Warnock and Jake Dearden are fuelling the trend with race-day content and recovery meal shots. Travel and training are merging.
“Hotels have long had tennis courts or gyms. What’s now ever more common is enthusiasts travelling to participate in marathons or other sporting events — with this being the key criterion when it comes to choosing a holiday destination—or to train.”
– Richard Mellor
The takeaway? Destinations that brand themselves as training hubs—and hotels with gyms, foam rollers, and cold plunges—have a major edge.
2025 Microtrends to Watch
Some of the smallest trends we uncovered might just become the next big wave. Here’s what’s bubbling under:
Cowboy Travel
Thanks to Beyoncé’s Cowboy Carter and the lasting influence of Yellowstone, ranch stays are booming. Interest surged 42% in 2024, and Skyscanner even added a horse-riding filter after an 18% booking spike.
BookTok-Inspired Travel
72% of Brits say a novel has inspired them to travel (Explore Worldwide). Whether it’s chasing Hemingway in Paris or planning a trip to Japan after reading Before the Coffee Gets Cold, fiction is fuelling wanderlust.
No More Mini-Moons
Couples are delaying their honeymoons and going bigger. With the average UK wedding now £20,700, more newlyweds are saving up and splurging on extended, immersive trips filled with cooking classes, hiking, and bucket list experiences.
Set-Jetting 2.0
TV continues to influence travel planning. Expect spikes in bookings for destinations featured in Emily in Paris, Gladiator II (Morocco), and The Traitors (Scotland). If it’s binge-worthy, it’s bookable.
Final Takeaways
🧭 Search is changing — and so should your content
Google’s AI-powered search is shifting away from keywords and toward conversational, intent-led queries. Structured data, helpful content and clear answers are now essential for visibility.
🧾 Direct bookings need a UX upgrade
Travellers are happy to book direct, but not if the experience is clunky. Loyalty perks, smooth checkout, and price clarity will help shift behaviour away from aggregators.
📱 Don’t put all your eggs in TikTok
Social discovery is strong, but platform volatility is real. Repurpose campaigns across Instagram, YouTube Shorts and Pinterest to future-proof your reach.
🧳 Capture “detour” search intent
87% of travellers are open to lesser-known destinations. Optimise for “hidden gems near X” and “alternatives to Y” to stay visible early in the research journey.
😩 Booking burnout is real
70% of travellers say booking is stressful. Fix the flow, simplify fees, and make value clear from the first click to confirmation.
🧠 Content needs to be real, not robotic
AI content may be on the rise, but Google is rewarding expert-driven, human insight. Travel brands that lean into lived experience and strong storytelling will win both clicks and trust.
That’s a wrap! We hope this gave you a clearer view of how search is shifting in travel.
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