6 November 2024
8 minutes
6 November 2024
8 minutes
2024 saw some key travel trends, such as the rise of the "cool-cation", destination dupes, slow travel, and active-tourism. Looking ahead, a survey by Accor shows that 74% of Brits plan to travel abroad in 2025, but where will they go, and what types of adventures will they pursue?
With exciting trends on the horizon, we've curated a list of the top adventures Brits will pursue and the 20 most trending destinations. The report draws from an extensive analysis of two years of UK search data for over 200 popular destinations, combined with survey insights and keyword search volumes to predict the growth of these travel trends. Get ready to dive into these exciting travel adventures that await you in 2025!
An Accor survey revealed that 13% of Brits would use an AI-tinerary in 2025, as searches for “AI in the travel industry” have seen a staggering 100% increase over the past 12 months.
AI-powered tools are revolutionising the way trips are designed, offering hyper-personalised, seamless itineraries that cater to individual needs. Whether it's AI-driven trip generators, virtual assistants, or predictive technology, AI is now at the core of the travel industry, making it easier for travellers to craft their perfect journey.
Why is this a trend?
Effortless trip planning: AI automates much of the trip-planning process, from finding the best flight deals to organising activities based on your preferences and availability. Travellers are using AI travel planners to create itineraries in minutes.
Real-time adaptability: AI plays a vital role in real-time trip management. It can adjust your plans based on unforeseen changes, like flight delays, weather conditions, or even last-minute preferences. It can also suggest alternative activities or recommend the best restaurants nearby based on live data, ensuring travellers have a smooth experience.
According to Accor’s survey, 58% of Brits now prioritise travelling to lesser-known destinations over tourist hotspots. In the past year, searches for "hidden gem holiday destinations" have increased by 150%, indicating a growing desire for off-the-beaten-path experiences.
In 2025, authenticity is the defining trend in travel. Tourists are no longer satisfied with traditional, cookie-cutter holidays; instead, they seek immersive interactions with local cultures, nature, and traditions.
Why is this a trend?
Escape from over-tourism: Over-tourism has overwhelmed iconic destinations like Venice, Barcelona, and Bali, leading many to seek alternatives. Lesser-known locations offer tranquillity, natural beauty, and a more intimate connection with the environment—free from the crowds and inflated prices.
Meaningful and personal experiences: Modern travellers crave unique, personalised adventures. They’re drawn to underexplored locations where they can discover hidden gems, enjoying the peace and authenticity of a place without the influence of mass tourism. Slow travel, local storytelling, and cultural exchanges are increasingly favoured over surface-level sightseeing.
28% of Brits plan to embark on sustainable travel in 2025, with searches for “eco nature holidays” surging by 250% and “conscious travelling” increasing by 80%.
Sustainable travel is no longer just a buzzword; it’s a key consideration for those who want to reduce their environmental impact while exploring the world. The rising awareness of climate change, environmental degradation, and over-tourism is pushing travellers to seek eco-friendly experiences that "don’t cost the earth." Tourists are making conscious choices about where they go, how they travel, and how they give back.
Why is this a trend?
16% of Brits plan to combine work and leisure travel, and searches for “working nomad” have risen by 82% over the past year.
With the flexibility of remote work and digital nomad visas, the lines between business and leisure have blurred, giving rise to "bleisure" travel. This trend allows individuals to explore new destinations while maintaining their careers, embracing a lifestyle where productivity and leisure coexist seamlessly.
Why is this a trend?
24% of Brits are planning solo trips in 2025, aligning with a 30% rise in searches for “solo travel deals” and “best solo travel destinations.”
More individuals are embracing the freedom and empowerment that comes with travelling alone. According to a survey by American Express, 69% of travellers are planning a solo trip in 2024, and this trend is set to continue growing into 2025. Whether it's for self-discovery, adventure, or simply to explore the world at one's own pace, solo travel offers unparalleled independence.
Why is this a trend?
32% of Brits are keen to undergo a trip centred around foodie experiences, coinciding with a 250% surge in “cooking tourism” searches and a 143% increase in searches for “best cities for food in the world.”
Food-focused travel is experiencing unprecedented growth as travellers increasingly prioritise cuisine as a central part of their journeys. This trend sees food enthusiasts exploring the globe in search of unique, authentic, and immersive gastronomic experiences. From tasting street food in bustling markets to taking cooking classes with local chefs, food tourism is about more than just eating—it's about connecting with culture, tradition, and history through cuisine.
Why is this a trend?
31% of Brits have expressed the desire to undertake a wellness retreat weekend in 2025, as searches for “wellness retreat holidays” increase by 22%.
The demand for short, wellness-focused getaways is rising. These mini-retreats, often packed into a few days, offer a chance to reconnect with personal wellbeing. Whether it's a meditation retreat in the mountains, a spa weekend by the sea, or a digital detox in the countryside, travellers are prioritising self-care and mindfulness during their brief escapes from everyday life.
Why is this a trend?
18% of Brits are planning to travel for sports, which coincides with a 50% uptick in searches for “workout holidays” over the past year.
2025 will see more travellers combine their passion for recreational sports with their love for travel. Enthusiasts are increasingly travelling to participate in marathons, half-marathons, triathlons, and other competitive events, turning these sporting challenges into exciting global adventures.
Why is this a trend?
32% of Brits are keen to undertake a musical travel venture in 2025, with major icons Oasis, Coldplay, and Dua Lipa set to tour.
Concert pilgrimages are on the rise as travellers increasingly venture across the globe to attend major music events and concerts. Combining the thrill of live music with the excitement of exploring new cities and cultures, this trend is transforming how people experience music and travel.
Why is this a trend?
Accor’s survey found that 24% of Brits are keen to visit the filming locations for their favourite films or TV series. This interest is reflected in a 50% increase in searches for “Hobbiton movie set tours” and an 83% rise in “Dubrovnik Croatia Game of Thrones tour” searches over the past year.
Set-jetting can be hugely beneficial for tourism. Popular movies increase tourism by an average of 31%, which can boost a destination’s local economy.
Why is this a trend?
Home to iconic landmarks like the Empire State Building, the Statue of Liberty, Central Park, and Times Square, it's no surprise that New York City topped the research rankings. With its impressive search and media trend scores, the city achieved an overall trending destination score of 97.58.
For the adventurous traveller, there's no shortage of things to do. History buffs can explore museums like the American Museum of Natural History and the Metropolitan Museum, while sports fans can visit Yankee Stadium or the Barclays Center. Music lovers have endless options, including seeing a Broadway show or visiting the Apollo Theater in Harlem and the Lincoln Center.
In second place is sunny Singapore, with an overall trending destination score of 96.58. The city offers a wealth of experiences for visitors, from breathtaking gardens and striking architecture to endless shopping streets. Must-see attractions include the National Gallery Singapore, showcasing over 9,000 works of art, Haw Par Villa, a captivating eight-acre outdoor art park, and Sungei Buloh Wetland Reserve, a heritage park that serves as a sanctuary for diverse flora and fauna.
Rounding off the top three destinations is the Maldives, with an overall score of 95.98. A favourite destination for honeymooners, the Maldives offers more than just its famous white-sand beaches and crystal-clear waters. Visitors can learn about the local culture at the National Museum, enjoy a unique underwater dining experience at a luxury resort, or explore one of the country’s uninhabited islands.
If you feel inspired to embark on an exciting solo adventure or visit a lesser known destination, look no further. Explore the best things to do in Hamburg or discover unique ways to uncover the hidden gems of Portugal’s capital.
Methodology
We collected two years of UK search data for over 200 popular holiday destinations for Brits. This data was split by time period and analysed using the ARIMA (Autoregressive Integrated Moving Average) model, which is a well-known statistical technique used for time series forecasting. ARIMA works by identifying patterns in past data, such as trends and seasonality, and projecting these patterns into the future. This allowed us to predict search traffic for each destination over the next 12 months.
Based on these predictions, each destination was given a score out of 100, representing its expected popularity. To complement this, we scraped thousands of recent (last 12-months) popular travel articles and blogs targeting UK readers to score each destination out of 100 for its media popularity. Finally, we combined the two scores—weighted 75% on the ARIMA model’s predictions and 25% on media mentions—into an overall trend prediction, forecasting where we expect Brits to travel in the coming year.
Trending travel keyword searches were pulled from Google Keyword planner from the past 12 months.
Accor conducted a survey of 500 Brits in October 2024 to uncover attitudes around their preferred type of travel in 2025.
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