Tourism marketing is undergoing a significant transformation heading into 2025. Emerging trends could redefine how travelers plan their experiences and how companies in the tourism industry respond to these new demands.
Based on recent reports from Marriott International, Omio, and Booking.com, we explore how marketing trends and traveler preferences are shaping the future of the sector.
What does the Marriott International study tell us about centennials and tourism?
The Gen Z, born in the digital era, has revolutionized tourism by prioritizing local and sustainable experiences over mass tourism. According to Marriott International:
- 54.5% of centennials consider traveling a vital priority. They are willing to forgo daily comforts to save and prioritize these experiences.
- 78.1% choose local tourism, favoring nearby destinations that are safe and offer meaningful exploration.
- Planning is essential: local trips are usually organized 1 to 2 months in advance, while international trips require 2 to 5 months.
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Inclusive and sustainable tourism on the rise
The report highlights that over 52% of young travelers prioritize sustainable practices while traveling, and 45.1% consider health services and sanitation protocols essential in their destinations. This points to a shift toward more conscious tourism, where responsible and eco-friendly experiences play a leading role.
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What does Omio’s NowNext report reveal about travel trends in 2025?
Omio, in its annual NowNext report, identifies key drivers inspiring travelers’ decision-making. This study, prepared by Ripple Effect, combines surveys of thousands of travelers in Europe and the United States with global user data from Omio.
Urban and sustainable travel
- 60% of travelers plan to visit major cities in 2025, marking a return to urban getaways after years of rural destinations dominating.
- Over 58% prefer destinations that encourage sustainable tourism, while 44% seek to support local businesses.
The impact of technology on tourism
Omio highlights how reliance on social media and artificial intelligence will continue to grow. In 2024, 45% of travelers found inspiration on platforms like Instagram or TikTok, a trend expected to intensify in the coming years.
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Emerging travel trends
- “Boy Wander”: Solo travel, traditionally dominated by women, now attracts men, with 30% of men planning such trips in 2025.
- “Lost in Translation”: Language barriers remain a concern, affecting 29% of travelers in international destinations.
- High-season travel: Although off-season offers lower costs, 76% of travelers prefer summer trips for the full experience.
Booking.com and tourism with artificial intelligence
Booking.com’s report highlights how travelers are rewriting the rules of traditional tourism. Artificial intelligence and personalization are central to these transformations.
AI as a key tool
- 62% of travelers will use AI to make informed decisions that benefit the destinations they visit.
- Tools like Booking.com’s AI Trip Planner facilitate personalized itineraries, prioritizing responsible and less crowded experiences.
New travel perspectives
- “SKI Trips”: Baby boomers are leading multigenerational trips, financing family vacations for their children and grandchildren.
- “NocTourism”: Night travel is on the rise, with 59% interested in activities such as stargazing and cosmic events.
- “Passport to Longevity”: Travelers are seeking experiences that promote long-term health and well-being, including longevity retreats with advanced therapies.
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Marketing trends 2025
Tourism marketing in 2025 will be marked by greater technological integration, a focus on sustainability, and the need to satisfy a more conscious and connected traveler. The studies by Marriott, Omio, and Booking.com offer a roadmap for companies in the sector to adapt their strategies to these tourism marketing trends, ensuring their relevance in an ever-evolving market.
The key will be anticipating these demands and offering memorable experiences that balance innovation, sustainability, and personalization.
