Market Trends
From silent retreats and dark skies, to shifting booking patterns and customisable stays, here are the trends to tap into with your marketing and products.
Travel planning has moved beyond manual searching. Travellers now use generative AI as a core tool for real-time comparison and booking, making "AI-readiness" a necessity for hotels to remain visible.
Faced with rising costs, tourists are swapping expensive hotspots for "dupes" - culturally similar but more affordable alternatives like Albania instead of Greece or Cambodia instead of Thailand.
Overtourism and climate concerns are flattening traditional travel peaks. In Europe, occupancy in shoulder months (May/June and September/October) is now frequently outperforming the traditional July/August rush. People want a ‘September to remember’.
Generic room types are being phased out. Travellers now expect to customise their stay by purchasing specific attributes, such as a guaranteed high floor, a specific workspace, or a balcony, rather than a standard "Double Room."
The gap between "inspiration" and "transaction" has vanished. Platforms like TikTok and Instagram now use AI-powered tools to instantly convert visual content into bookable itineraries via major travel agents.
Sharp fluctuations in currency, particularly the weak Yen, have turned Japan into a primary destination for inbound luxury travellers while forcing domestic Japanese travellers to opt for budget-friendly regional trips.
How Hospitality is Redefining the Pursuit of a Longer, Better Life.
Increased government regulation and "crackdowns" in cities like Barcelona and London have caused a marked deceleration in the growth of short-term rental supply, pushing some demand back toward traditional hotels.
Grocery stores, reinvented airport spaces and an obsession with period dramas – we've rounded up the travel experts and editors to share how they're seeing travel shift for the year ahead.
Driven by a desire to "rest and recharge" - a top priority for 56% of travellers - this movement focuses on noise-reducing architecture, silent retreats, and "Quiet Mode" digital tools. From reading-focused solo getaways to hotel rooms integrated with meditation apps like Calm, travelers are prioritising mental restoration over social interaction.
The motivation for travel has shifted from "ticking off sights" to "recuperation." Over half of travellers now cite "rest and recharge" as their primary reason for booking, leading to a surge in demand for high-quality, wellness-focused accommodation.
From star bathing to sauna socials, these trends and retreats promise to make wellness travel feel less like a doctor's visit and more like a vacation
If you’ve ever stood under the stars and taken a deep breath, you might have noticed the therapeutic effects of natural darkness. Research has shown that connecting with nature has many positive benefits, like greater mental and physical well-being, enhanced quality of life, increased satisfaction, and a decreased risk of depression.
This year’s report passes that baton forward into 2026, where we've provided a glimpse into what’s next and a reminder of the “why” behind our journeys: to feel more deeply, to see more clearly, and to reconnect with each other through the wonder of our magical planet.
As seasons shift, so do travelers — and they’re rewriting their itineraries in real time. Our Q2 2025 data revealed an undeniable trend of people embracing seasonal changes. From upcoming holidays and festivals to sporting events, travelers are planning to spend the upcoming months in new destinations.
The travel industry is set to grow at a faster pace than the global economy overall over the next 10 years. In particular, international leisure nights are on track to expand three times faster than the domestic rate.