Discover the Latest Travel Trends from Omio's NowNext '25 Report
From 'World of Mouth' and 'Beach Please' to 'Travel Thrifties' and 'Generation Zealous', these are the trends and new traveller types shaping the next 12 months of travel
Omio, the prominent multi-modal booking platform, has published its annual NowNext '25 report, shedding light on the evolving landscape of travel for the upcoming year. The report emphasizes how emotional motivations, generational perspectives, and popular travel destinations are transforming the industry. Notably, it highlights the importance of planning and intentionality among emerging traveller profiles.
To gather insights for this report, Omio collaborated with YouGov, a respected research institution. This comprehensive survey encompassed over 10,555 individuals from various countries, including Italy, Spain, Germany, the UK, the US, Brazil, Japan, and Australia. The focus was on those who are likely to take a vacation in the next year, ensuring a relevant sample for analysis.
The themes outlined in the NowNext '25 report are as follows:
Understanding 'Worldwide Woe'
The current global situation is significantly shaping consumers' travel choices. The report reveals that 69% of potential travellers are influenced by global events when planning their trips. However, despite these challenges, 30% of respondents express a desire to travel more frequently than before in the coming year.
Deal or No Destination
As the cost of living increases, many consumers report prioritizing travel within their budgets. About 38% plan to allocate resources towards travel rather than other non-essential expenses. Strategies such as travelling in off-peak times (28%) and advanced planning (27%) are becoming common, with 31% adapting their travel plans to find the best possible deals. The emergence of the 'Travel Thrifties' reflects this determined approach.
Love EU More
The love for European destinations continues to flourish. Even though the political landscape has shifted, numerous travellers from the UK still intend to holiday in Europe, with 56% expressing this intention. Other nations, like Germany and Spain, are seeing similar trends as travellers favor regional destinations over long-haul locations.
World of Mouth Inspiration
Travellers are increasingly turning to personal experiences over digital influences for travel inspiration. While social media still holds some sway (29%), the strongest motivators are past trips (42%) and personal recommendations (39%). Television and film also play a notable role, with 23% of respondents citing these as influential.
A Return to the Beach
Looking ahead to the following year, a resurgence in seaside vacations is anticipated. With 46% of consumers seeking restorative beach holidays, there is a notable shift away from high-energy trips towards more tranquil experiences. Moreover, 51% desire holidays that leave them feeling rejuvenated, giving rise to increased interest in wellness retreats and personal reflection.
Addressing Overtourism
Sustainable travel practices are becoming prioritized as consumers focus on supporting local economies (25%) and exploring less commercialized areas (32%). The trend is especially evident among Italian and Spanish travellers, who seek to avoid overcrowded locations that have been impacted by overtourism.
The Shifting Focus on Lesser-Known Destinations
Next year may herald a decline in the allure of capital cities. A growing 21% of travellers plan to visit lesser-known locales, motivated by lower costs (51%) and unique cultural offerings (40%). Data from Omio corroborates this shift, as bookings for smaller cities rise significantly.
Exploring Gender Dynamics in Travel
Changes in travel patterns are observed along gender lines, with 19% of men indicating a preference for solo travel, while 30% of women plan trips centered around connection with loved ones. This suggests a growing dichotomy in travel motivations based on gender.
Generation Zealous Leads the Change
Gen Z is markedly influencing the travel sector by prioritizing thoughtful planning and eco-friendliness. 31% intend to strategize their travel to manage costs effectively, while 34% express a desire to travel more and 23% are inclined towards greener transportation options.
Veronica Diquattro, President of B2C and Supply at Omio, remarks on the notable shift in travel paradigms. She states, 'Travel has shifted dramatically in recent years, evolving from pandemic-related restrictions to a new era of intentional journeys. The desire to explore remains steadfast, with travellers actively adapting to their circumstances. Our findings showcase a commitment to mindful, value-driven travel. At Omio, we strive to meet the expectations of modern travellers, simplifying their journey towards unforgettable experiences.'
Frequently Asked Questions
What are the key themes of the NowNext '25 report?
The report identifies themes such as 'Worldwide Woe', 'Travel Thrifties', and 'Love EU More' among others, focusing on evolving travel trends.
How did Omio gather data for this report?
Omio collaborated with YouGov to survey over 10,555 respondents globally, focusing on potential vacationers in the upcoming year.
What impact do global events have on travel planning?
69% of prospective travellers indicated that global events influence their holiday planning decisions.
Are consumers showing a preference for domestic travel?
Yes, many European travellers are planning to prioritize local destinations over international travel in the coming year.
How is Gen Z shaping the travel industry?
Gen Z is leaning towards carefully planned travels that focus on budget management and environmental sustainability.
