Airbnb has revealed the UK’s travel trends and destinations for the upcoming spring 2025 season, reflecting changing preferences among travelers. Increasingly, UK holidaymakers are seeking more than just the traditional tourist locations, opting for unique experiences aligned with their personal passions and interests. With trends like ‘rhythm-roaming’ and ‘echo-city travel,’ Airbnb’s insights shed light on where Brits are booking their next adventures.
According to Luke Impett, Partnerships and External Affairs Lead for Northern Europe at Airbnb, “Airbnb travellers are increasingly seeking more than just ticking off their bucket-list destinations. Our data indicates a growing interest in exploring hidden gems, aligning trips with passions, such as music, and seeking to make solo-trips more meaningful by bringing along a four-legged companion.” With data illustrating the evolution of how and where people wish to travel, it’s clear there’s excitement for unique and memorable experiences this spring.
One of the standout trends for spring 2025 is 'Rhythm Roaming,' where travelers focus on music-driven getaways. Searches for Basel, Switzerland, host of the 2025 Eurovision Song Contest, have tripled compared to last spring, with figures soaring more than 100%. Similarly, Nashville, Tennessee, holds strong appeal as the contemporary capital for country music, propelled by renowned artists eleveting the genre’s presence globally. Travelers are eager to immerse themselves in these vibrant music cultures as part of their itineraries.
For those seeking top-tier accommodations, Airbnb provides 'Guest Favourite Airbnbs,' which are highly rated by past guests. Notable options for travelers headed to Nashville include The Belmont Belle, lauded for its charm, as well as cabins near downtown Basel for those visiting Switzerland for the Eurovision festivities.
The emergence of ‘echo-city’ travel mode is growing, leading travelers to opt for less-crowded locales instead of popular metropolitan hotspots. This year, cities like Verona, Rocca Pietore, and regions like Puglia are witnessing considerable surges as tourists look beyond the obvious choices for warmer, budget-friendly escapes. For those aiming for sun and tranquility, Agadir, Morocco, is fast-becoming the preferred destination, steering clear of the bustle found within Marrakech, favoring peaceful Southern Atlantic beaches instead.
For those not yet familiar with travel trends influenced by onscreen storylines, Airbnb data indicates they are making waves this season. Following the much-anticipated return of the series 'Gavin & Stacey' across the UK, searches for the seaside town of Barry, Wales, have doubled as visitors desire to experience the charm of this iconic location. Likewise, the effects of the show 'The White Lotus' are palpable, with Koh Samui’s popularity soaring by more than 80% as fans are inspired to visit the stunning backdrop from the acclaimed series, with some properties showcased available on Airbnb.
Internationally, Airbnb’s data indicates the solo travel trend is booming, with searches for solo trips soaring by 80% compared to last year. Solo travelers are embracing ‘soft travel,' characterized by slower and more relaxed itineraries, with average trip durations reaching 17 nights, contrasting significantly with 9 nights for couples and 8 nights for family travelers. This reflects not only changing preferences but the desire for introspective and enjoyable travels where the experience matches their personal lifestyle.
Popular destinations proving ideal for solo wanderers include Osaka, Japan, which offers vibrant culinary experiences and historical landmarks, Palma in the Balearic Islands, inviting travelers to bask under the sun, and San Sebastian, Spain, where food lovers can indulge at Michelin-star restaurants. Each location promises rich experiences to satisfy the diverse pursuits of solo adventurers.
Among the trending options this season is also the growing inclination for paw-cations, where travelers are increasingly taking their pets along. Searches for trips accommodating furry friends have climbed by 30% this spring, indicating pet ownership is becoming central to travel plans. With picturesque locations like New Forest District, UK, and scenic Balloch, Scotland, ideal for adventure with furry companions, it shows just how much pets matter to their humans.
Both New Forest District—teeming with puppy-friendly trails—and Balloch, set on the serene Loch Lomond, offer stunning landscapes and inviting experiences for all canine friends and their owners. These destinations are increasingly appealing as people value the joys of companionship on their journeys.
The 2025 spring travel season is poised to be unforgettable, as UK travelers explore diverse options—from music-inspired destinations to tranquil hideaways. With rising trends emblematic of changing traveler preferences, from embracing solo experiences to enhancing multi-pet vacations, Airbnb is at the forefront, offering insights and accommodations to enrich these journeys.