The way people travel is changing. Recent analysis from multiple industry reports, including data from British Airways, Hilton, Amadeus, and Deloitte with Google, highlights a shift in traveller priorities. For entrepreneurs and small businesses, these trends indicate new market opportunities and changing customer demands.
This article breaks down the key trends and what they mean for businesses.
The new traveller’s mindset
Travellers are increasingly seeking holidays that provide a specific emotional or personal benefit, moving beyond simple sightseeing.
A return to the past
A significant trend is the rise of nostalgia. Many travellers are looking to recreate positive memories from their youth. Hilton reports that 58% of parents who travel with children revisit destinations from their own childhoods. This “Time Travel” or search for “New Heydays” extends to food and activities. For example, Hilton has seen success with retro breakfast cereal bars at its Tru by Hilton brand. This suggests opportunities for businesses offering retro products, classic experiences, or “all-inclusive” holiday packages that promise stress-free simplicity , which appeals strongly to younger, stressed-out travellers.
Holidays for hobbies and adventure
Travel is becoming a dedicated time for personal interests. This trend, called “Trivial Pursuits” by British Airways Holidays, sees people booking trips to nurture hobbies like baking, pottery, or sports. 70% of BA customers reported they “like to come back from holiday having learnt something new”. This desire is especially strong in younger travellers: 71% of 18-24 year-olds feel it is important that a holiday incorporates their hobbies, compared to just 31% of those aged 55+. This opens markets for specialised tours, skill-based workshops, and accommodation that offers unique on-site experiences.
A focus on wellness and rest
Wellness is no longer just about the spa; it is now a primary driver for travel. “Sleep Tourism” is a growing category , with two in five travellers choosing hotels based on where they believe they will get a better night’s sleep. This has led to trends like “Sleep Divorce,” where 37% of travellers prefer separate beds from their partner. Alongside this is a desire for a “digital detox”. Nearly one in four travellers now limit their time on digital devices or turn off social media while on holiday. Businesses can cater to this by offering quiet zones, rooms with better sleep amenities, and tech-free experiences.
New patterns of travel
How people book, who they travel with, and what they do on holiday is also evolving.
New types of group and solo travel
While solo travel continues to grow, it is also changing. Many are travelling alone specifically to find “Connections IRL” (in real life) as a reaction against digital dating apps. Amadeus data shows solo leisure travel increased by 15.6% in 2023. At the same time, group travel is fragmenting. “Trip Collectives” describe groups of friends or families who synchronise their holiday dates but book separately to maintain flexibility. Another group, “Frolleagues” (friends who are colleagues), accounts for 29% of leisure trips. This creates a need for booking systems that can link separate reservations and for hospitality that serves both solo travellers (with 41% prioritising safety-focused amenities ) and these new flexible groups.
Food as the main attraction
For many, food is now the primary motivation for a trip, not an afterthought. Hilton reports that 50% of global travellers book their restaurant reservations before their flights , and 60% of luxury travellers prioritise staying at hotels with great restaurants. This goes beyond fine dining. The “Taste Hunting” trend shows travellers pursuing viral dishes or local specialities advertised on social media. 54% of travellers are likely to visit a supermarket as a tourist attraction. This provides a major opportunity for food producers, culinary tours, and local guides who can offer authentic or unique food experiences.
A shift to “slow” and local
Travellers are increasingly rejecting crowded tourist hotspots in favour of “Slow Travel”. 74% of travellers want recommendations from locals to have a more authentic experience. This has driven an increase in travel to secondary destinations. For example, the Hilton report notes that locations like Sardinia and Bodrum are seeing a significant rise in global visitors, extending their travel seasons. This is an advantage for small businesses in less-traditional tourist areas who can offer a genuine local cultural experience.
Operational and market shifts
These new behaviours require businesses to adapt their operations and target new customers.
The need for niche and character
The rise of the “Trailblazer Hotel” shows that travellers are seeking unique properties that are destinations in themselves. The global boutique hotel market is projected to grow from US99.7 billion in 2023 to US 179.7 billion by 2032. This trend, combined with the influence of Gen Alpha (children 14 and younger) on family travel plans, shows that a “one-size-fits-all” approach is failing. 56% of families now choose hotels based on their kids’ clubs. The opportunity lies in developing highly specific, memorable, and character-driven products.
Technology as an enabler
Technology is central to meeting new demands. Travellers expect a seamless digital experience, such as using a digital key to enter their hotel room (a feature used 14.3 million times by Hilton guests in 2024 ). In the airline industry, the focus is on “Personalised Flying,” with carriers like Delta and Hawaiian rolling out free, high-speed Wi-Fi to allow personal streaming. For entrepreneurs, this means investing in robust, user-friendly booking and operational technology is no longer optional.
New source markets are emerging
The global landscape of travel is set to be rebalanced. The “Asia Uplift” is a major 2025 trend, with travel to and from the region expected to return to pre-2019 levels. Thailand, in particular, is highlighted as a 2025 hotspot due to new visa-free rules. Looking long-term, the Google/Deloitte report projects that while Europe and APAC will remain dominant, new source markets will grow in importance. India is a key example, predicted to become a top-5 source market with 145 million outbound departures by 2040. Businesses should prepare to service new languages, cultures, and preferences.
Key takeaways for businesses
The primary opportunities for entrepreneurs lie in three areas. Businesses can succeed by offering specialised products that cater to specific hobbies, wellness goals, or nostalgic feelings. There is also a clear opportunity in focusing on “slow” travel, local food, and secondary destinations to attract travellers who are avoiding tourist traps. Finally, all businesses must recognise that using technology to provide a frictionless customer experience and meet new standards for personalisation is a requirement for success.
