Five top travel trends for the new year are highlighted by Amadeus’ Travel Trends 2025 research, conducted in collaboration with Globetrender. From a nostalgic blast from the past to exploring Asia, to finding connections “IRL”, here are the top travel trends for 2025 according to Amadeus:
Blast from the past
Nostalgia for old experiences is back, according to the Travel Trends 2025 survey. Travelers are looking for trips fueled by happy memories of their past experiences. From the era of 90s movies and CDs to Gen Z’s love of digital cameras, the culture is embracing retro at every turn. When it comes to travel, adults are looking to relive college days, long-ago honeymoons and childhood dreams – Airbnb, for example, has launched a Polly Pocket-inspired home rental, while American travelers are flocking back to Miami, a hotspot from the “Miami Vice” era.
As millennials enter middle age, we will see a revival of classic RV and camping holidays. Eurocamp sees a huge increase in bookings in 2024, its best year in five decades. In the US, adult summer camps are also booming, with Club Getaway reporting a 9% increase in revenue from its adult areas in 2024 compared to 2023.
Air travel personalisation
Air travel will be more personalised in 2025, combining smart technology with customised in-flight experiences.
While many passengers consume content on their own devices, airlines are increasing interest by combining algorithmic entertainment with hyper-personalised in-flight systems that offer fresh content – from movies and TV shows to ads and things to buy – that are tailored to each passenger, based on their historical preferences [as loyalty program members].
With high-speed Wi-Fi from providers like SpaceX’s Starlink now available, passengers can stream their favorite content in-flight just as effortlessly as they would at home. We may also see airlines increasingly loaning VR headsets to first and business class passengers – in 2024, premium airline beOnd began distributing Apple Vision Pros to select passengers on its Maldives route.
Pioneering hotels
Hotels will increasingly become destinations in their own right, engaging guests with the local culture, history and natural beauty of their surroundings.
For example, guests will be mesmerised by the charm of the renovated Mozambiquan Dhows at Jannah Lamu in Kenya or be left in the old-world charm of Maryhill Estate in Sweden.
Many pioneering hotels, both independent and chain-owned, will offer unique experiences, including: Reverb Hamburg, a Hard Rock property that opened in a World War II-era bunker; Bunkhouse Hotels in the US, known for creating unforgettable boutique experiences, with locations in Texas, California and Kentucky. Marriott International’s Edition Lake Como, housed in a 19th-century Italian villa, opens in 2025. Major hotel groups are also adapting, launching curated boutique collections like Accor’s Handwritten Collection, which is expected to include more than 17 hotels worldwide by 2025.
Travel trends, Asia’s Rise
After years of Covid restrictions, travel to Asia is finally making a comeback, according to Travel Trends 2025. China is leading the way, opening its borders to visa-free travel. Thailand’s new digital nomad visas and a broader visa-free program for 93 countries are also set to attract a global audience to Asia.
Pop culture is also a hot topic influencing travel to Asia, with the upcoming season of The White Lotus set in Thailand, the second season of Squid Game expected to boost travel to South Korea, and renewed curiosity about Japanese history inspired by the television series Shōgun. Adding to this momentum, Iberia recently launched direct flights between Madrid and Tokyo, making it easier than ever for travelers to explore Japan.
Over the next 15 years, IATA predicts that the Asia-Pacific region will see the fastest growth in passenger numbers, contributing to more than half of the net increase in global passenger numbers by 2043. Amadeus data reflects this momentum as outbound travel from Chengdu, between 2016 and 2023 China experienced a 66% increase to 35.2 million visitors, while Guangzhou grew by 20%. Delhi also saw a 31% increase with over 30 million outbound passengers in 2023.
Connecting IRL (in real life)
Fighting digital fatigue, travelers are closing their apps and opening their passports, using travel to make new friends and even find romance in real life. According to Amadeus booking data, solo leisure travel increased by 15.6% in 2023 compared to the previous year, with a further 9.2% increase so far in 2024.
The Travel Trends 2025 report predicts a wave of group and solo adventures designed to spark genuine human connections. From G Adventures’ “Solo-ish” trips that combat loneliness, to TimeLeft, a travel app that lets anyone meet five strangers for dinner every Wednesday in over 60 countries. Socially-oriented festival tourism is also on the rise, with members of the LGBTQ+ community gathering in Washington for World Pride 2025.
Amadeus’ vice president of global corporate marketing and communications, Daniel Batchelor, said travelers are seeking a deeper connection to people and places more than ever before. That’s why the trend is for a mix of old favorites and new immersive experiences, with unique stays that showcase new destinations.
