Lifestyle and trends

Several new trends are shaping how people travel today. Firstly, with increased awareness of climate change, there is currently profound interest in sustainability and minimising the impact of travel. Bleisure (the blending of business and leisure travel) is another factor causing change, with the rise of remote work enabling people to take longer trips. Solo travel is also on the up; the influence of social media platforms – along with today’s flexible work arrangements – has empowered single travellers to explore the world independently. Finally, wellness travel, where the goal is to improve physical or mental well-being, means that more people are seeking out holidays that connect them with nature, fitness and self-care.

One European destination fast emerging as a creative hub is Lisbon. Portugal's beguiling capital city has an ever-growing art and design scene with a mix of established and emerging galleries showcasing both Portuguese and international artists, as well as unique cultural experiences from fado houses to tile workshops. Iceland, a country of dramatic volcanic landscapes is becoming famous for its wellness industry, offering spa treatments and therapeutic soaks at natural hot springs or geothermal pools including the Blue Lagoon on the Reykjanes Peninsula, where you can float in mineral-rich blue waters surrounded by jagged black lava formations.

Travellers with colourful and creative lives are often drawn to destinations with vibrant arts scenes – if that’s you, then artistic cities like Paris, Berlin and London make ideal destinations for their spectacular architecture, fascinating museums and dynamic cultural scenes. Places famous for their natural beauty and inspiring scenery will also be high on your bucket list, so stay near the gorgeous bays and villages of Italy’s stunning Amalfi coastline, or plump for the lochs and glens of the breathtaking Scottish Highlands. Look out for unique local experiences too; perhaps book an Amsterdam cheese-making workshop or learn to dance at a flamenco school when visiting Madrid.

The desire for more sustainability when travelling is increasing, and has led to more people engaging in slow travel: consciously experiencing a destination rather than ticking sights off a list. You can travel slow too by choosing trains, buses or ferries over short-haul flights within Europe, and by booking hotels with Green Key certifications where waste reduction, renewable energy and the use of local produce in restaurants is prioritised. Wherever you go, limit your impact by using public transport and supporting local economies: stay locally, dine locally and buy souvenirs from local artisans.