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IN BRIEF
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The travel in 2025 is taking shape at the intersection of passion and pragmatism. Travelers, especially Millennials and Gen Z, prioritize thoughtful getaways, leverage loyalty programs and points, rely on technology and generative AI to plan, and reinvent the very idea of souvenirs by favoring local craftsmanship. This report highlights the major dynamics that influence booking decisions, from multi-generational family trips to thematic stays centered around events, alongside the rise of responsible shopping.
A 2025 Mindset: Embracing Passion, Pragmatic Choices
Travelers approach the year with an enduring desire for memorable experiences and increased attention to value. The majority plan several domestic trips (around three at most for nearly three-quarters of respondents) and a comparable pace of international stays (up to three for nearly six in ten). Stays motivated by cultural and sporting events are emerging, with around six travelers in ten organizing some of their travels around these events.
Booking and Expectations
Travelers seek custom itineraries, aligned with their interests. They now combine inspiration, budget optimization, and comfort, with a vigilant search for perceived value at every stage, from transportation to accommodation to local experiences.
Memorable Souvenirs: The Art of Buying Better and Local
The souvenir is changing its face. The trend is towards objects that have a soul, tell a place’s story, and support its economy. The vast majority of travelers want to support small local businesses during their stays (nearly three-quarters) and are happy to rely on local guides or social media to uncover good addresses.
What Young Generations Especially Look For
Millennials and Gen Z favor unique and handcrafted pieces to keep a lasting memory of their trip: more than eight in ten hunt for the item “that has a story,” and more than one in two even choose the destination partly to find quality local handmade items.
Popular Purchase Categories
Among the most sought-after categories: designer items (bags, ready-to-wear, leather) for nearly six travelers in ten, high-end beauty (fragrances, skincare, makeup) for almost half, and home goods (rugs, ceramics, local art, furniture) for about four in ten. To nourish this inspiration, curated selections of travel-friendly fashion brands offer cues for stylish finds, while smart equipment – such as a compact travel telescope – extends the experience, for example during stargazing evenings.
Fam Adventures: The Great Return of Tribe Travel
The multi-generational dynamic is intensifying. A majority of Millennial/Gen Z parents plan to bring the extended family along (far more than their elders). The main driver? Quality time spent together, significantly ahead of the “childcare” aspect. At a global scale, more than eight travelers in ten prioritize family-friendly destinations with activities for all ages.
The Voice of Children and the Choice of Periods
The youngest participate widely in the decisions: among the youngest parents, about seven in ten say their children contribute to choosing activities and places. Off-peak travel is gaining ground: nearly three parents in four from these generations are ready to temporarily pull kids out of school to travel during the low season, taking advantage of lower prices and less crowding.
Empty Nesters Confirm Their Travel Appetite
A strong proportion of parents whose children have left home claim to travel “more than ever.” To inspire family or intergenerational planning, a travel catalog can help reconcile everyone’s desires, from nature stays to urban getaways.
Benefit Aficionados: The Art of Stacking Benefits
Travelers are becoming true experts in benefits. The combination of points from cards + loyalty statuses is becoming essential to optimize value, particularly internationally: around two-thirds believe that stacking provides the best cost/benefit ratio. And it’s not just a money-saving strategy: nearly six in ten report stacking benefits to access upgrades or services they would not have booked otherwise.
A Clear Generational Gap
Millennials and Gen Z utilize their cards more to maximize rewards (about six in ten) than Gen X and Baby Boomers (just over a third). Half of travelers plan to use points this year; among them, one-fifth intends to redeem more than 100,000. Almost half even choose the destination based on available points, and more than four in ten only hit “book” once a threshold of points is reached.
Practical Tips for Optimization
Planning in a “funnel” works well: define the trip’s purpose, map out the available benefits (transport credits, free nights, lounges, dining), then select the destination that best values them. Inspiration from themed itineraries available in guides like the travel catalog helps to marry desires and points optimization.
Tap In, Take Off: The Rise of Technology and Generative AI
The traveler’s journey is becoming decidedly phygital. More and more people plan via apps and networks, appreciate their speed, and download useful apps before departure (especially younger generations). Many first search for the best deals on mobile, then finalize on a computer for more comfort.
Generative AI: Popular Uses
Among Millennials and Gen Z, more than eight in ten find at least one use of generative AI relevant for preparing a trip. The most cited use cases: activity recommendations, budget management, contextual translation, and personalized itinerary suggestions. To keep up with innovations, an overview of travel innovations highlights both mature tools and those to be tested.
The Persistent Role of Human Advice
Despite the convenience of digital, a significant portion of travelers still enjoy talking to an advisor to book or adjust a trip. The combination of AI, apps, and human expertise remains the most reassuring and effective combination for a smooth trip.
Traveling Around Events: Culture, Sport, and Vast Spaces
Event-oriented stays are appealing: concerts, festivals, sports competitions, and exhibitions become major planning axes. To broaden the horizons, itineraries combining urban events and nature are gaining popularity: for instance, immersion in the landscapes of the southern United States, where the great savannas of Louisiana offer a green respite after cultural vibrancy. Lightweight equipment – such as a compact travel telescope – enriches the experience during nighttime outings or wildlife observation.
Planning Inspiration
To maximize value, synchronizing event calendars and off-season periods allows for the accumulation of unique atmospheres and softer rates. Loyalty programs help secure accommodation near the sites, while generative AI refines routes by minimizing travel times.
Search and Booking Habits in 2025
A significant third of young travelers search on mobile but finalize the transaction on computer, preferring the comfortable reading of terms and pricing grids. The combined use of apps (flights, accommodations, local transport, translation, budget) and local sources – guides, blogs, communities – remains the norm, with a marked interest in anticipation (booking activities and restaurants in advance).
Ethics and Impact
Supporting independent businesses is a priority: buying on-site, favoring handcrafted products, and experiences led by local guides is seen as a mark of responsible travel. Selections of travel essentials in fashion facilitate a more sustainable and versatile suitcase.
Itinerary Ideas Inspired by These Trends
– City break + event: head to a metropolis for a concert or a match, followed by an extension into nature. A mix of culture/outdoor can include a trip to the landscapes of Louisiana. Optimize with your points for flights and a hotel upgrade.
– Craft souvenir hunt: plan stops at markets/workshops, rely on local guides, and set aside a budget for this. Get inspired by trends via curated selections of travel brands.
– Tribe in off-peak: choose a family-friendly destination with activities for all ages, combine points and benefits for connecting rooms, use apps to coordinate schedules, and a travel catalog to bring together desires.
– Tech-savvy trip: let generative AI sketch the itinerary and the budget, finalize with an advisor to secure key segments. Stay updated on innovations that already smooth the journey.
Report Methodology
The trends presented are based on an online survey conducted in early January 2025 among adults in the United States, Australia, Canada, United Kingdom, Japan, Mexico, and India, all with an annual income of at least $50,000 and traveling at least once a year. The sample totals over 8,000 respondents, with a margin of error of approximately ±2 to 3 points. The mentioned generations are distributed as follows: Millennials and Gen Z (born between 1981 and 2012); Gen X and Baby Boomers (1946-1980).
