Travel trends 2025
In partnership with Globetrender, the world’s leading travel trend forecasting agency, we are delighted to present our 2025 Travel Trends Report, to unveil why and how UK consumers are choosing to travel.
We’ve revealed the top destinations that have captured the attention of our customers at the turn of the year, as well as the “Rising Stars” that have grown significantly in popularity. We’ve analysed our own customer research, plus insights from our bespoke 2025 British Airways Holidays/YouGov Plc survey, and have consulted an array of industry experts, to identify the travel trends impacting consumer behaviour.
Our findings show that while social media continues to dictate how some holiday, as witnessed in our “Taste Hunting” trend, for others a return to simpler and traditional holiday experiences take precedence , as noticed in both “Trad Holidays” and “PaperbackPackers”. The report also reveals an evolution of the group holiday, with travellers now forming what we have identified as “Trip Collectives”. It even identifies a shift in priorities for consumers, as we observe a desire for “Trivial Pursuits”: getaways that nurture special interests and hobbies.
At a glance
90%
of UK adults who read more on holiday versus at home are more likely to read a complete book on holiday versus normal daily life.¹
70%
of UK adults who plan to go on holiday in 2025 look to synchronise their holiday dates with friends or family.¹
54%
of travellers are likely to visit a supermarket as a tourist attraction as part of their holiday.¹
43%
of UK adults who plan to go on holiday in 2025 look to synchronise their holiday dates with friends or family.¹ of UK adults who go on holiday agree that the idea of organising all the components of a holiday made them feel stressed.¹
71%
of those aged 18-24 who go on holiday felt it important that a holiday incorporates a chance to practise or pursue their hobbies/interests. Only 31% of those aged 55+ felt the same.¹
41%
of UK adults who go on holiday say they have been inspired by social media to try a particular restaurant or food item abroad. Interestingly, of those aged 55+, 1 in 5 say they feel inspired too.¹
Trend One: Taste Hunting
Eating habits are shifting gears, moving beyond fine-dining into a social media-fuelled treasure hunt. While most UK travellers (69%)¹ agree that food is an important factor in choosing their holiday destination, the trend is evolving and holidaymakers are now crafting entire itineraries around viral dishes and local specialities, transforming everyday meals into shareable epicurean adventures.
From quirky convenience store snacks to street food sensations, “Taste Hunting” has become the new frontier for culinary explorers. This trend is driven by platforms such as TikTok and Instagram, which have elevated humble eats to bucket-list status. Forget Michelin stars – these experiences are about fun, accessibility and the thrill of discovery. Recent viral phenomena include “Dirty Sodas” in the US, Dubai’s cult-favourite giant pistachio chocolate bars and Brooklyn’s BonBon (@bonbonnyc, 29k followers on TikTok), a Swedish sweet shop that attracts long queues of people seeking to buy their “candy salad”. Even grocery store tourism is having a moment. TikTok users are turning international supermarkets such as 7-Eleven into destinations, hunting for authentic local products.
Even grocery store tourism is having a moment. TikTok users are turning international supermarkets such as 7-Eleven into destinations, hunting for authentic local products.
The 2025 British Airways Holidays/YouGov Plc survey found that 54% of travellers are likely to visit a supermarket as a tourist attraction as part of their holiday, while 41% have been inspired by social media to try a specific restaurant or dish abroad.¹
Trend two: Paperback-packers
When was the last time you read a book? A 2024 study by The Reading Agency found that more than a third of UK adults no longer read for pleasure, citing social media distractions, lack of time and difficulty focusing as key reasons. ² For many, holidays provide a rare chance to rediscover the joy of reading when life feels too busy at home.
“Paperback-Packers” celebrates the timeless pleasure of reading while travelling – whether diving into an airport novel, savouring a beach read on your e-reader or enjoying a paperback over dinner. Holidays offer a cherished opportunity for literary escapism and unwinding.
Books tied to destinations enrich travel experiences, much like films make certain locations desirable. While classic examples including A Passage to India (India) and The Beach (Thailand) have enduring appeal, more recent inspiring works have been driving this trend, including titles such as People We Meet on Vacation (Croatia), The Island of Missing Trees (Cyprus) and A Sicilian Affair (Sicily). According to the 2025 British Airways Holidays/YouGov Plc survey, 33% of those aged 18-24 and 35% of those aged 25-34 who read for leisure have chosen a book to read on holiday that is set in, or offers a direct connection with, the destination they’ve chosen for their holiday, compared to an average of 26% across all adults who read.¹
54%
of UK adults who read for leisure plan their holiday read before they travel.¹
47%
of working adults read more books on holiday compared to when they read books at home.¹
90%
of UK adults who read more on holiday versus at home are likely to complete a full book on holiday versus normal daily life.¹
Trend three: Trivial pursuits
From padel courts and bouldering to songwriting and even shepherding, hotels are embracing creativity to elevate the guest experience. Cultivating hobbies or discovering new ones on holiday has become a significant factor when considering where to travel. According to customer research from British Airways Holidays, 70% of customers say they “like to come back from holiday having learnt something new”. ³
This trend for “Trivial Pursuits” reflects a broader cultural shift towards self-actualisation. Travellers are increasingly prioritising experiences tied to their interests over traditional destination-based choices.
So, what’s on offer? In Italy’s Dolomites, the Alta Badia tourist board connects visitors with local artisans through its “Nos Ladins” initiative, offering workshops in baking, crochet and medal-making. South Africa’s Babylonstoren goes further, hosting masterclasses in traditional crafts like blacksmithing and distillation. Families are well catered for at Türkiye’s Hillside Beach Club , where activities range from terrarium making and silk painting to piano workshops and DJ lessons.
71%
of UK adults aged 18-24 and 68% of those aged 25-34 who go on holiday felt it important that a holiday incorporates a chance to practice or pursue their hobbies/interests. ¹
32%
of UK travellers who are planning to go on holiday in 2025 are likely to book a hotel or resort specifically for its activities, experiences or sports facilities.
Trend four: Trad holidays
Traditional all-inclusive holidays are making a fully fledged comeback, with buffets and organised activities winning over younger generations craving effortless, stress-free escapes at a pre-determined price point. What was once considered a retro relic is now a chic throwback, as travellers rediscover the charm of structured getaways with everything taken care of.
According to customer research 42% say they “only want to eat, drink and lie in the sun” when they go on holiday. At the same time, one third (32%) of customers says they like holidays where activities are organised for them. ³Overall, 23% of leisure travellers say they typically opt for an all-inclusive resort (up from 19% in previous years).4The renaissance taps into broader cultural currents. With more than one million Instagram posts tagged #trad, the resurgence of “old-school” holidays also aligns with the 25th anniversary of Y2K – resonant for millennials who came of age at the turning of the new millennium but also for Gen Z, for whom this was a bygone era. In a fast-moving world, there is a yearning for the comfort of a classic package holiday, something that is motivating many travellers to lean into the familiar joys of tried-and-true vacation formats, celebrating simpler pleasures and a sense of collective nostalgia.
43%
of UK adults who go on holiday agreed the idea of organising all the components of a holiday themselves made them feel stressed. 60% of those aged 18-24 felt this in particular.¹
51%
of UK adults who thought an all-inclusive holiday in 2025 sounded appealing, said this was because they felt it removed the stress of booking the individual components of a holiday. ¹
Trend five: Trip Collectives
Whether it’s reuniting with friends, travelling with your “chosen family” for an annual getaway, or pooling parents to share childcare on holiday, a growing portion of travellers are forming “Trip Collectives”. Unlike traditional group travel, where one booking covers everyone, this trend sees individuals, couples or families making separate reservations but co-ordinating stays at the same hotel or resort simultaneously.
This growing trend is supported by the January 2025 British Airways Holidays/YouGov Plc survey, which revealed that 71% of adults who plan to go on holiday in 2025, look to synchronise their holiday dates with friends or families.¹ Additionally, according to data from customer research, 18% of British Airways Holidays customers said their most recent holiday companions were members of their extended family, while 19% said they had most recently travelled with friends. ³ At the same time, 42% agreed that spending time away with friends or family was their main motivation for travel. ³ Synchronising travel plans is especially beneficial for families with kids, particularly during school holidays. It offers children the chance to play together and busy parents the opportunity to reconnect, while still retaining the booking flexibility by making separate reservations.
41%
41% of those aged 18-24 who plan to go on holiday in 2025 plan to go with a group of friends. ¹
18%
of young millennials (25-34) who plan to go on holiday in 2025 plan to go with other couples and/or other families. ¹
71%
of UK adults who plan to go on holiday in 2025 are planning to synchronise their holidays with other friends or families. ¹
34%
of Londoners who plan to go on holiday in 2025 plan to go with a group of friends. ¹
Data sources
The insights and findings presented in this report draw on research conducted by travel trend forecasting agency Globetrender, on behalf of British Airways Holidays. Globetrender conducted interviews with travel industry experts, and where referenced additional fieldwork was undertaken by YouGov Plc, on behalf of British Airways Holidays. Any accompanying data or references are shown in the sources adjacent.
Where referenced, additional fieldwork was undertaken between 8-9 January 2025 by YouGov Plc, on behalf of British Airways Holidays. The total sample size was 2,029 adults. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
¹ Figures are from YouGov Plc on behalf of British Airways Holidays. Total sample size was 2,029 adults. Fieldwork was undertaken between 8-9 January 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+). ²The Reading Agency, The State of the Nation’s Adult Reading: 2024 Report, published 23 July 2024. ³ Customer research figures are from YouGov Plc Profiles. Data is from those customers who stated that they had previously booked and travelled with British Airways Holidays. Data is collected monthly from a nationwide survey. Data referred to was collated on 19 January 2025. 4 Customer research figures are from YouGov Plc Profiles. Data is from those customers who stated that they had previously booked and travelled with British Airways Holidays. Data is collected monthly from a nationwide survey. Data referred to was collated on 22 December 2019.