The travel industry is poised for exciting changes as we head toward 2025, with shifting trends reflecting the desires of modern travelers. A recent survey by Future Partners, which gathered responses from over 4,000 American travelers, identifies ten key travel trends expected to shape the upcoming year, highlighting a desire for more meaningful and immersive experiences.
At the forefront of these trends are slowcations, which topped the list with 57% of respondents expressing interest. Contrary to the misconception of being boring trips, slowcations focus on enjoying local experiences at a leisurely pace, prioritizing quality over quantity. This approach resonates particularly well with Sonoma County, where tourism leaders like Claudia Vecchio, President and CEO of Sonoma County Tourism, assert, "Sonoma County Tourism has always talked about the more personalized experiences available in our tasting rooms — from meeting with the winemakers to exploring the vineyards. This not only creates a more immersive experience, but also creates a greater connection with the destination and its people."
Foodie trips also gained popularity, earning the support of 57% of surveyed travelers. With both Sonoma and Napa Valleys offering rich culinary scenes, visitors are excited to experience local fare, from Michelin-starred restaurants to casual farmers' markets. Linsey Gallagher, the President and CEO of Visit Napa Valley, noted, "Napa Valley is well suited for ... experiential offerings, such as the Napa Valley Vine Trail, hot-air balloon rides, wine train excursions, Napa River experiences and more," catering to the experiential traveler’s desires.
The next trend on the list is experiential travel, with 55.9% of respondents showing interest. Travelers seem particularly eager for experiences centered around food, history, and outdoor activities. Activities like wine tours and immersive historic exhibitions continue to drive travel choices, showcasing regions like Napa Valley as prime destinations.
Other notable trends include plan-free travel, which appealed to 48% of survey participants. This trend emphasizes the avoidance of rigid itineraries, appealing to families seeking flexibility as they travel with younger school-aged children.
Sleep tourism is also making its mark, attracting attention from 45% of respondents. This trend focuses on travel aimed at rest and relaxation, reflecting the growing recognition of wellness as part of the travel experience. Trips including personalized sleep programs at resorts are now becoming more mainstream, allowing guests to focus on recharging their bodies and minds during their travels.
Solo travel emerged as another important trend, with 43% of travelers engaging digital influencers and travel agents to curate their individual trips. This rise reflects both the desire for independence and the wealth of information available online, empowering solo travelers.
A noteworthy but smaller segment identified was skillcations, with 39% indicating interest. These trips are geared toward individuals eager to learn or refine specific skills, resulting in higher-than-average travel budgets — nearly $7,000 — leading to increased investments for more meaningful experiences.
Another trend, gig-tripping, yielded interest from 42% of those surveyed, showcasing visitors who travel primarily for music events and festivals, such as the BottleRock festival. This unique blend of music and local exploration draws younger and more diverse travelers to the Napa area.
Finally, the climate-conscious and environmentally aware travelers are participating in doom tourism, representing 26% of survey respondents. This intriguing trend involves visiting destinations threatened by climate change or other environmental concerns, with the aim of experiencing them before they undergo irrevocable changes. Doom tourists were found to be the youngest demographic surveyed, highlighting their concern for the state of the planet and its future.
Overall, the 2025 travel trends showcase how travelers want to deepen their connections with their destinations, seeking more personalized and immersive experiences. Whether through culinary adventures, leisurely slowcations, or individual pursuits like skillcations and sleep tourism, the travel industry is adapting to meet the diverse needs and interests of its audience. With these trends set to shape the future, 2025 promises to be an exciting year for those exploring the world and its wonders.