Twenty-five per cent of travellers would only book a vacation that they have seen on social media – a statistic that increases to 39% for Gen Y/Z, revealed data from Ibis, a trailblazing travel and hospitality brand in Europe, that has listed 10 key travel trends for 2025.

Launched to coincide with the brand’s new ‘Go get it’ campaign, ibis data from 9,000 consumers across eight key markets globally – UK, USA, Brazil, France, Germany, India, Australia and China – reveals the key travel intent trends shaping the industry and inspiring Millennials and the Gen Z, as they seek to go acquire experiences around the world in 2025.

Jean-Yves Minet, Global Brand President, Midscale & Economy, Accor, said: “At ibis, we believe that travel should be about more than just the destination — it should be about actively connecting with places, people, and moments that inspire and delight us. 

“For us, travel is about purpose and intent and our role is to serve our guests’ intent seamlessly, ensuring convenience, comfort and great service. Our guests come for a meeting, event, gig, trip with friends or loved ones, to make their mark on the world and have the world make its mark on them.” 

Globally, cost is still the main aspect that influences the travellers’ choice of destination, a top consideration for 44% of travellers, closely followed by the surroundings (42%) and the weather as the third key consideration for 33% of people – rising to 42% for British travellers, ibis said.

ibis draws up 10 key travel trends for 2025

1. TikTok Trailblazing

Gen Z travellers are making a beeline for destinations that have either gone viral on TikTok – or seeking out under-the-radar destinations they can brag about; 17% of travellers cite TikTok as their main source of inspiration when choosing which destinations to travel to as against 27% who prioritise Instagram   

2. City Hopping

The concept of the city break is expanding. Rather than limiting themselves to a single urban destination, travellers in 2025 and beyond will be increasingly combining multiple cities in one trip; 26% of respondents stated they were planning two or more city/short breaks in 2025.  

3. Gig Tripping

Younger generations are choosing their holiday destination based around specific music festivals or events; 48% of Gen Z/Y travellers say “the experience is more important than ticking somewhere off my list”.

4. Stadium Safaris

The excitement of live sports is becoming a key driver for travel, and Gen Z and Millennials are planning trips around major sporting events or to visit iconic stadiums and arenas; 13% of Gen Y/Z want to visit sporting events and stadium.

5. Weekend Extenders

Remote work and flexible schedules have allowed travellers to turn long weekends into extended vacations, blending work and leisure; 12% of Gen Z/Y travellers plan to take a workation in 2025 – and 23% of Gen Z/Y travellers would like to mix business with leisure by working abroad and extending their trips.

6. Scene Seeking

For Gen Z and Millennials, travel is often about finding a sense of belonging and connecting with like-minded communities. This is especially relevant for LGBTQ+ travellers, who are looking for more than just annual Pride events — they’re seeking deeper, year-round engagement with the local scene; 33% of Gen Z/Y travellers say it’s important to feel like they belong in the destination they choose.

7. Gastro Globetrotting

Food-focused travellers are planning itineraries around culinary experiences, from street food tours to Michelin-starred restaurants; 92% of Gen Y/Z travellers say the local food scene is important, and  49% say it’s very important and 44% say the local food scene is somewhat important.

8. Tribe Travel

A trend that taps into the deep-seated human need for connection and community and the desire for genuine, in-person bonds made stronger by experiences; 28% of Gen Y/Z intend to travel with friends in 2025 .

9. ‘Set Jetting’: Tourists are flocking to filming locations of popular films and TV shows, seeking to experience the settings of their favourite on-screen stories; 8% of Gen Z/Y travellers are most interested in visiting filming locations when they travel.

10. Nocturnal Activities

Night owls are seeking destinations known for their vibrant nightlife, from clubbing scenes to unique after-dark experiences; 8% of Gen Z/Y travellers say nightlife is among the top three types of travel experiences that are most appealing to them, increasing to 14% for 18- to 24-year-olds.

The data is based on a global survey that was commissioned by ibis and insights from the world'’s leading travel trend forecasting agency, Globetrender. – TradeArabia News Service