The travel industry, recovering rapidly from pandemic setbacks, is experiencing notable shifts that promise to define 2025 and beyond. Data gleaned from over 21 million customers by eDreams Odigeo has revealed both the resilience of travelers and the adaptive nature of the sector. According to Pablo Caspers, chief travel officer at eDreams Odigeo, "Five years ago, global travel momentarily halted - an exceptional event after years of continuous and exponential growth. Since then, the industry has not only recovered but is thriving once more." This data shows a remarkable comeback, with global travel reaching a market size of €1.5 trillion in 2024 and positioned for further growth in 2025.
As travelers seek new adventures, smaller cities are becoming increasingly popular. Once overshadowed by major capitals, destinations like Belfast, Bilbao, and Florence are not only seeing a rise in bookings but symbolize a shift towards exploring less conventional locales. The report emphasizes, however, that while these smaller cities are gaining momentum, capital cities still draw the most visitors overall.
Solo travel is showcasing a shift in dynamics, as the motivations of individual travelers evolve. eDreams' findings indicate that decision-making control is now the primary reason travelers choose to go solo, with 41% of respondents citing this as their motivation. Moreover, safety concerns regarding solo travel have significantly dropped by 24% since 2021, leading to a growing trend of women traveling alone for self-discovery and men doing so primarily to make new connections.
The duration of trips is also changing, with a preference for shorter, more frequent getaways taking root. The ideal trip length for many travelers is now four days, with the trend of long weekend trips seeing a notable rise from 25% of bookings in 2019 to 34% in 2024.
Travel trends connected to music events are strikingly significant. For instance, the announcement of Oasis’s reunion tour led to a spectacular 700% increase in flight searches to Manchester. Similarly, Dua Lipa's tour dates caused flight searches for Madrid to go up by 24%, while Beyoncé's tour had a significant impact on searches for London flights, rising by up to 49%. These figures highlight the powerful link between events and travel demand.
Flexibility remains a top priority for travelers, with 84% preferring access to multiple options when booking their flights and hotels. Many are now actively comparing prices across different providers, rather than relying on a single source. This trend has intensified the shift towards subscription-based travel options, which saw more than seven million travelers adopt such services globally after the pandemic. Expectations are high, with many anticipating at least a million more users in the coming year.
The use of AI in the travel sector scales up, with 73% of travelers utilizing these technologies for travel planning. Particularly among Gen Z travelers, this figure soars close to 90%. Companies are leveraging AI technologies for personalized experiences, with Europe’s largest travel booking platform making over six billion daily predictions to enhance user interactions.
As corporate travel resumes, changes are evident in the business travel landscape. In 2025, the Global Business Travel Association reported that 33% of corporate travelers were investing more in sustainable travel practices. Relatedly, the Amex GBT 2025 Global Meetings and Events Forecast suggests optimism since 66% of meeting planners foresee an uptick in corporate travel spending with more in-person events on the horizon.
This cautious optimism extends into travel budgets. Despite fluctuating economic conditions and geopolitical uncertainties, the GBTA's Business Travel Outlook Poll indicates that nearly 48% of travel buyers are anticipating increased business trips and 57% expect to spend more on travel this year. Moreover, companies are harnessing AI tools for smart travel planning, contributing to a trend of improved travel attitudes among corporate travelers.
The concept of blending business and leisure travel is further evolving. As reported by Hilton’s annual trends, the 'frolleague' phenomenon captures how nearly 30% of business travelers are choosing to bring friends or colleagues on trips, thereby crafting hybrid experiences that mix work and leisure. This dovetails with insights from American Express, which found that a significant 72% of millennial and Gen Z parents are willing to take their children out of school to travel as a family during off-peak seasons. In addition to this, 81% prefer destinations that cater to families with engaging activities for all age groups.
Furthermore, the 2025 Travel Outlook from Deloitte has unveiled a notable uptick in travelers planning to work on their longest trips, with this figure rising from a third a year ago to 50%. These findings underscore how remote work continues influencing travel habits as more people seek to blend work and vacation.
The United States is poised to attract a surge of travelers due to highly publicized events in the coming years, referred to as the 'mega-decade' of events. Major upcoming occurrences like the 2026 FIFA World Cup and the 2028 Summer Olympics in Los Angeles are projected to drive substantial increases in international travelers. U.S. Travel forecasts suggest an inbound growth of 8.8% for international visitors in 2025 and 8.9% in 2026, marking exciting times for the tourism industry as it adapts and thrives amidst evolving demands.
In conclusion, the travel landscape is set for transformative changes driven by shifts in preferences and priorities among travelers. As flexibility, unique experiences, and technology take center stage, the sector showcases its resilience and capacity for growth. Travelers are increasingly seeking immersive experiences, shorter trips, and opportunities for cultural engagement, ensuring that both individual leisure travel and corporate planning adapt proactively to new expectations and realities.
