The travel industry is always hot when it comes to the latest trends, and with social media still dominating, new ideas are easier than ever to spot and follow. But while some trends bring positive change, others risk having a negative effect on the industry too. So, what’s worth watching – and what might be better avoided? Let’s take a look.
The Checklist Era
In 2025, more than 85% of travellers are finding their inspiration on social media, with reels and TikToks replacing traditional travel guides, agencies and ads. The trouble is, algorithms are designed to feed more of what’s already been liked. The result? Everyone ends up with the same hotspots on their bucket lists.
Yes, social media can ironically help combat this by highlighting lesser-known destinations in need of tourism. But the reality is that algorithms are funnelling people towards the same trending places, creating an oversaturated travel culture and worsening overtourism in the process.
Want to know more? Check out our blog on overtourism and its negative effects.
AI Travel Influencers
Emma in Germany. Tala in Saudi Arabia. AI travel influencers are popping up all across social media in 2025, and this trend is only growing. But can they really replace real influencers?
For brands, the benefits are obvious. AI influencers don’t need travel expenses, flights or hotels. They can speak any language, don’t suffer from jet lag and never take a day off. Plus, brands maintain total control over the messaging and content.
For consumers, however, reactions are mixed. Real travel creators feel pushed aside, and many audiences are sceptical. Is this content actually popular or is it just feeding off outrage, a reaction the algorithms thrive on? There’s also a lack of transparency, since AI-generated images and insights are glossy but far from authentic.
Still, we’re not naïve enough to think this will stay the same forever. In fact, AI content is already evolving. Creators, meanwhile, are pushing back with the opposite trend: ultra-authenticity. Typos left in captions, handwritten-style fonts, and raw, unfiltered posts are all deliberate attempts to prove originality in response to the rise of artificial perfection.
The Mystery Travel Trend
Launched at the start of 2023, this trend is still thriving. Mystery travel puts spontaneity at the centre of the trip: travellers hand over preferences and budget to a company, or even a partner or friend, then let them do the rest.
Why is it sticking around? Because it solves so many of today’s challenges. Handing over the planning is a welcome relief from decision fatigue, while the element of surprise brings back the excitement of discovery. It also encourages people to explore less obvious destinations, especially when a travel agency has insider knowledge. In short, it’s the perfect antidote to the predictable 9–5 grind.
Set-jetting
Are you inspired by your favourite Netflix show or blockbuster franchise? You’re not alone. Whether it’s Bath and Blenheim for Bridgerton, or Dubrovnik and the Giant’s Causeway for Game of Thrones, travellers are increasingly seeking out filming locations.
But it’s not just about the screen. Books are playing a role too, thanks to the rise of “BookTok.” Celebrities are often spotted with airport reads in hand, and many travellers admit a novel inspired their destination, leading to the rise of so-called “lit-trips.”
Some of the top spots include:
- Dubrovnik, Croatia – Game of Thrones
- Paris – Emily in Paris
- New Zealand – Lord of the Rings
- Thailand – The White Lotus
- Morocco – Gladiator II
- London – Harry Potter
- Iceland – Star Wars
Slowcations
Sustainability continues to dominate the conversation in travel, and slow travel is gaining momentum. The idea is simple: quality over quantity. Instead of cramming multiple destinations into one trip, travellers are staying longer in one place, immersing themselves in the culture, supporting local businesses, and choosing lower-impact activities like hiking or cycling. It’s better for the planet and more rewarding for the traveller.
Mini-Moons
It feels like everyone is going on a “mini-moon” these days – and for good reason. With the cost-of-living crisis and weddings averaging around £20k, couples are increasingly opting for short, local getaways right after their big day. The “real” honeymoon is then saved for a year or two later, often as a bigger, bucket-list trip to places like Japan, Africa or Australia.
This shift is changing the meaning of the word honeymoon. Once synonymous with the couple’s first trip together, it’s now becoming about that once-in-a-lifetime adventure.
Popular minimoon destinations include Greek islands, tucked-away Italian towns, and charming French villages – perfect for wine tasting, tours, and simply unwinding after months (or years) of wedding planning. Two trips instead of one? Makes sense.
Sports-led trips
According to a recent report, 18% of Brits are letting their sporting passions dictate their travel plans. With racket sports booming, tennis, padel and pickleball holidays are on the rise, offering specialist facilities, professional coaches and immersive experiences.
It’s not just about mainstream sports either. Retreats built around surfing, equestrian activities or yoga are growing fast, with coaches running their own programmes abroad, too. Of course, golf and ski resorts remain popular, but the diversification shows how sport is becoming the central theme of many trips.
Airport upgrades
Airlines are starting to borrow a page from private aviation’s playbook, and travellers are here for it. Private flying is all about speed, seamlessness and luxury lounges – so it’s no surprise that commercial airlines are upgrading their offerings to keep premium customers happy.
Examples include Delta One’s new lounges with white-glove service, and the Isle of Man airport’s floor-to-ceiling windows designed to elevate the pre-flight experience. Add in Michelin-star dining, artisanal coffee and luxury partnerships, and airports are starting to feel like destinations in their own right.
Want to see our list of the top 10 most beautiful airports? From sleep pods to the world’s largest indoor waterfall, check out which ones made the cut.
Ahead of the trend
Travel is full of trends and they can be a great source of inspiration, but it’s always interesting to see where each one is heading. Who knows what the next few years will bring?
Our predictions for 2026 include even more eco-conscious travel, a stronger focus on authenticity, and a race to reach the most obscure destinations. Maybe we’ll even see a rise in travellers unplugging completely and going off the map for a while.
Either way, we’ll be keeping a close eye on what’s to come.
