The travel industry never stands still, especially when it comes to holiday travel. What worked last year may feel outdated today. In fact, the holiday trends now could entirely reshape how we think about vacation planning.
Today, travelers are curating experiences that align with their values, lifestyles, and social media feeds. They want personalized packages, sustainable options, and destinations that offer something more than the usual tourist trail.
For tour operators and activity providers, this gives us a chance to innovate and connect with a new generation of travelers who know exactly what they want.
In this guide, we’ll break down the top trends shaping 2025's holiday season, so you can adapt business strategies and align with evolving seasonal preferences.
Top Holiday Travel Trends for 2025
Let’s take a look at how people travel during the holidays now and what they mean for your business.
1. Sustainable and Eco-friendly Travel
Modern travelers now seek eco-conscious accommodations and support destinations with strong environmental credentials, especially during the holiday season when families want to model responsible travel habits. Showcase your commitment to the planet by partnering with eco-certified resorts and promoting low-impact activities.
2. Digital Nomadism and Workcations
The rise of remote work has blurred the lines between office and vacation, with digital nomads combining productivity with leisure by choosing destinations that offer reliable Wi-Fi alongside relaxation. Develop packages tailored for remote workers, including comfortable workspaces, high-speed internet, and curated afternoon experiences.
Read more: Millennial travel trends
3. Influence of Social Media and Travel Inspiration
If it's not on Instagram or TikTok, did it even happen? Social media platforms have become the primary source of travel inspiration, especially for Gen-Z travelers. Users now seek destinations and experiences that are visually stunning and shareable. Enhance your online presence with high-quality visuals and user-generated content to attract social media-savvy travelers.
4. Experience Over Material Gifts
Today's consumers want memories. They want experiential gifts, not material ones. Promote limited-time deals and seasonal bundles by offering free experience vouchers, such as guided cultural tours, adventure tickets, or sit-down art workshops.
Explore how you can incorporate creative tourism for your travel business.
5. Technology Innovations in Travel
AI, virtual reality previews, and real-time translation tools have changed the way we plan, book, and experience travel. These predictive technologies help travelers design personalized itineraries that take into account their preferences, budget constraints, and time limitations. Create personalized services that feel tailor-made for each guest. The more seamlessly you incorporate technology, the better you can deliver insightful experiences.
6. Air Travel Trends
Families want convenient, affordable options that don't sacrifice quality or break the budget on airfare. Focus on promoting regional tours and activities accessible via short flights or ground transportation. At the same time, you compare year-over-year data to identify new consumer habits around airline preferences and booking patterns.
7. Travel to Unusual Destinations
France, Italy, Greece? No. How about Mongolia? The beaten path is officially overrated, with travelers seeking unique, off-the-radar destinations that offer authentic cultural experiences away from overcrowded tourist hubs. Curate and promote itineraries to lesser-known places that most people haven't considered, like Ohio, Virginia, Texas, or Michigan in the United States. Highlight cultural and regional variations to appeal to travelers seeking authentic, immersive experiences.
How to Attract More Customers as a Tour and Activity Operator
Smart tour and activity operators have the potential to boost their bookings by paying attention to travel trends.Here are seven things you can do to attract more customers this holiday season
Add Mobile Booking
More customers are booking experiences via mobile devices. In fact, travel purchases made with smartphones or tablets are expected to increase by 40 percent this year, accounting for $36.77 billion in sales, according to eMarketer. Make sure your business offers online mobile-friendly booking, such as through Peek Pro.
Promote Hyper-Localized Experiences
Travelers are going off the beaten path, moving away from over-commercialized tourist offerings, and delving into the local flavor of the places they visit. In addition, staycations remain a popular choice for residents who have a renewed appreciation of home. Cater to both groups by creating hyper-localized tours and activities that allow your customers to experience your area the way long-time locals do. Identify your area's best-kept secrets, such as a scenic trail or tiny diner, and build a tour or activity around it.
Give Activities Instead of Gifts
Spending quality time with friends and family is in style, and materialism is out. Take advantage of this trend by offering gift cards or group excursions that can be wrapped and exchanged this holiday season.
Arrange Cooking Trips
The most sought-after travel souvenir is no longer a T-shirt or snow globe; it's a recipe brought home from a cooking trip. Food-related travel is becoming more popular, with hands-on lessons from local chefs. Get in on this trend by pairing your tour, rental, or activity with a cooking lesson from a local food artisan. For example, if your business offers bike rentals, partner with a local restaurant that will offer a cooking class with its chef. It's a win-win for both businesses.
Embrace Silence Tourism
With technology creeping more and more into our daily lives, unplugging and experiencing nothing is a trend that redefines the word “getaway." Grow your business by offering customers a way to escape. Add nature hikes, yoga retreats and group meditation to your tours and activities. Collect cell phones, or gather in an area where there is no reception or WiFi. Then soak up the surroundings in silence.
Expand to "Forbidden" Places
More Americans are traveling to locations that were previously considered dangerous due to international politics. For example, since diplomatic relations were restored with Myanmar in 2012, visits by Americans are expected to increase 71 percent by 2016. Consider getting in on this trend by organizing tours to locations that were once off limits. Be sure to check with the U.S. Department of State for travel advisories and warnings.
Glamp It Up
Glamorous camping, called glamping, is where “roughing it" meets a five-star hotel. This trend allows travelers to experience nature without giving up comfort by offering luxurious tents, yurts, and even tree houses as overnight accommodations. If you have a rental or tour business, adopt this trend by partnering with an existing glamping provider to create a complete experience.
How to Save on Holiday Travel: Tips and Strategies
The main travel costs (flights, accommodation, meals, and activities) can add up quickly during the holiday season. But with smart planning, your business can be more profitable and competitive despite the high costs of the holiday season.
- Plan early: Track travel and booking data to forecast tourism spikes during holidays and plan accordingly.
- Track airline releases: Airlines release their best prices months in advance, so book before prices surge.
- Consider land transportation: Include bus and train transportation modes in your customer’s itinerary to save on flight expenses, if possible.
- Bundle for value: Look for packages that bundle flights, accommodation, and activities to save extra dollars.
- Respond to last-minute shopping or travel demands: Offer flexible booking options and spontaneous deals to accommodate last-minute travelers.
- Track and measure performance: Measure campaign performance using metrics like CTR and ROI and adjust strategies for the best holiday sales results.
- Create campaigns with analytics in mind: Leverage holiday data to create targeted marketing campaigns to reach and attract more customers.
- Implement dynamic pricing: Make your prices a bit higher during the holiday season, so you can cover for the increased demand and higher operational costs.
Boosting profit during the holiday season is entirely possible with the right strategies. When you stay proactive, leverage data, and adapt to shifting trends, you can maximize your sales.
Just make sure to analyze seasonal shopping patterns before the holiday season to predict consumer demand. Plan early to ensure you have enough inventory, staffing, and logistics because customer satisfaction is more important than ever.
Start planning today to see significant returns this season!
Key Takeaways
- Holiday travel trends in 2025 focus on sustainability and unique experiences rather than traditional tourist attractions.
- Social media and digital nomadism shape where and how people travel.
- Adapt your offerings to meet the time-sensitive demands of modern travelers who prioritize authenticity and convenience.
Frequently Asked Questions
Are workcations a growing trend for holiday travelers?
Yes. Workcations have seen significant growth as more people seek to combine work and leisure during the holiday season. Flexible work-from-home arrangements and the desire to travel to new destinations have made workcations particularly appealing.
Will family-friendly holiday travel become more popular?
Yes. There is a demand for destinations with kid-friendly activities, resort packages, and family-oriented excursions during the holiday period, particularly around Christmas and school breaks.
Are there emerging destinations for holiday travel in 2025?
Yes. 2025 will see rising interest in off-the-beaten-path destinations, including eco-tourism spots, less crowded cities, and adventure travel locations. Travelers are seeking unique experiences in remote areas, national parks, and cultural hotspots with fewer crowds during the peak holiday season.
Table of contents
The travel industry never stands still, especially when it comes to holiday travel. What worked last year may feel outdated today. In fact, the holiday trends now could entirely reshape how we think about vacation planning.
Today, travelers are curating experiences that align with their values, lifestyles, and social media feeds. They want personalized packages, sustainable options, and destinations that offer something more than the usual tourist trail.
For tour operators and activity providers, this gives us a chance to innovate and connect with a new generation of travelers who know exactly what they want.
In this guide, we’ll break down the top trends shaping 2025's holiday season, so you can adapt business strategies and align with evolving seasonal preferences.
Top Holiday Travel Trends for 2025
Let’s take a look at how people travel during the holidays now and what they mean for your business.
1. Sustainable and Eco-friendly Travel
Modern travelers now seek eco-conscious accommodations and support destinations with strong environmental credentials, especially during the holiday season when families want to model responsible travel habits. Showcase your commitment to the planet by partnering with eco-certified resorts and promoting low-impact activities.
2. Digital Nomadism and Workcations
The rise of remote work has blurred the lines between office and vacation, with digital nomads combining productivity with leisure by choosing destinations that offer reliable Wi-Fi alongside relaxation. Develop packages tailored for remote workers, including comfortable workspaces, high-speed internet, and curated afternoon experiences.
Read more: Millennial travel trends
3. Influence of Social Media and Travel Inspiration
If it's not on Instagram or TikTok, did it even happen? Social media platforms have become the primary source of travel inspiration, especially for Gen-Z travelers. Users now seek destinations and experiences that are visually stunning and shareable. Enhance your online presence with high-quality visuals and user-generated content to attract social media-savvy travelers.
4. Experience Over Material Gifts
Today's consumers want memories. They want experiential gifts, not material ones. Promote limited-time deals and seasonal bundles by offering free experience vouchers, such as guided cultural tours, adventure tickets, or sit-down art workshops.
Explore how you can incorporate creative tourism for your travel business.
5. Technology Innovations in Travel
AI, virtual reality previews, and real-time translation tools have changed the way we plan, book, and experience travel. These predictive technologies help travelers design personalized itineraries that take into account their preferences, budget constraints, and time limitations. Create personalized services that feel tailor-made for each guest. The more seamlessly you incorporate technology, the better you can deliver insightful experiences.
6. Air Travel Trends
Families want convenient, affordable options that don't sacrifice quality or break the budget on airfare. Focus on promoting regional tours and activities accessible via short flights or ground transportation. At the same time, you compare year-over-year data to identify new consumer habits around airline preferences and booking patterns.
7. Travel to Unusual Destinations
France, Italy, Greece? No. How about Mongolia? The beaten path is officially overrated, with travelers seeking unique, off-the-radar destinations that offer authentic cultural experiences away from overcrowded tourist hubs. Curate and promote itineraries to lesser-known places that most people haven't considered, like Ohio, Virginia, Texas, or Michigan in the United States. Highlight cultural and regional variations to appeal to travelers seeking authentic, immersive experiences.
How to Attract More Customers as a Tour and Activity Operator
Smart tour and activity operators have the potential to boost their bookings by paying attention to travel trends.Here are seven things you can do to attract more customers this holiday season
Add Mobile Booking
More customers are booking experiences via mobile devices. In fact, travel purchases made with smartphones or tablets are expected to increase by 40 percent this year, accounting for $36.77 billion in sales, according to eMarketer. Make sure your business offers online mobile-friendly booking, such as through Peek Pro.
Promote Hyper-Localized Experiences
Travelers are going off the beaten path, moving away from over-commercialized tourist offerings, and delving into the local flavor of the places they visit. In addition, staycations remain a popular choice for residents who have a renewed appreciation of home. Cater to both groups by creating hyper-localized tours and activities that allow your customers to experience your area the way long-time locals do. Identify your area's best-kept secrets, such as a scenic trail or tiny diner, and build a tour or activity around it.
Give Activities Instead of Gifts
Spending quality time with friends and family is in style, and materialism is out. Take advantage of this trend by offering gift cards or group excursions that can be wrapped and exchanged this holiday season.
Arrange Cooking Trips
The most sought-after travel souvenir is no longer a T-shirt or snow globe; it's a recipe brought home from a cooking trip. Food-related travel is becoming more popular, with hands-on lessons from local chefs. Get in on this trend by pairing your tour, rental, or activity with a cooking lesson from a local food artisan. For example, if your business offers bike rentals, partner with a local restaurant that will offer a cooking class with its chef. It's a win-win for both businesses.
Embrace Silence Tourism
With technology creeping more and more into our daily lives, unplugging and experiencing nothing is a trend that redefines the word “getaway." Grow your business by offering customers a way to escape. Add nature hikes, yoga retreats and group meditation to your tours and activities. Collect cell phones, or gather in an area where there is no reception or WiFi. Then soak up the surroundings in silence.
Expand to "Forbidden" Places
More Americans are traveling to locations that were previously considered dangerous due to international politics. For example, since diplomatic relations were restored with Myanmar in 2012, visits by Americans are expected to increase 71 percent by 2016. Consider getting in on this trend by organizing tours to locations that were once off limits. Be sure to check with the U.S. Department of State for travel advisories and warnings.
Glamp It Up
Glamorous camping, called glamping, is where “roughing it" meets a five-star hotel. This trend allows travelers to experience nature without giving up comfort by offering luxurious tents, yurts, and even tree houses as overnight accommodations. If you have a rental or tour business, adopt this trend by partnering with an existing glamping provider to create a complete experience.
How to Save on Holiday Travel: Tips and Strategies
The main travel costs (flights, accommodation, meals, and activities) can add up quickly during the holiday season. But with smart planning, your business can be more profitable and competitive despite the high costs of the holiday season.
- Plan early: Track travel and booking data to forecast tourism spikes during holidays and plan accordingly.
- Track airline releases: Airlines release their best prices months in advance, so book before prices surge.
- Consider land transportation: Include bus and train transportation modes in your customer’s itinerary to save on flight expenses, if possible.
- Bundle for value: Look for packages that bundle flights, accommodation, and activities to save extra dollars.
- Respond to last-minute shopping or travel demands: Offer flexible booking options and spontaneous deals to accommodate last-minute travelers.
- Track and measure performance: Measure campaign performance using metrics like CTR and ROI and adjust strategies for the best holiday sales results.
- Create campaigns with analytics in mind: Leverage holiday data to create targeted marketing campaigns to reach and attract more customers.
- Implement dynamic pricing: Make your prices a bit higher during the holiday season, so you can cover for the increased demand and higher operational costs.
Boosting profit during the holiday season is entirely possible with the right strategies. When you stay proactive, leverage data, and adapt to shifting trends, you can maximize your sales.
Just make sure to analyze seasonal shopping patterns before the holiday season to predict consumer demand. Plan early to ensure you have enough inventory, staffing, and logistics because customer satisfaction is more important than ever.
Start planning today to see significant returns this season!
Key Takeaways
- Holiday travel trends in 2025 focus on sustainability and unique experiences rather than traditional tourist attractions.
- Social media and digital nomadism shape where and how people travel.
- Adapt your offerings to meet the time-sensitive demands of modern travelers who prioritize authenticity and convenience.
Frequently Asked Questions
Are workcations a growing trend for holiday travelers?
Yes. Workcations have seen significant growth as more people seek to combine work and leisure during the holiday season. Flexible work-from-home arrangements and the desire to travel to new destinations have made workcations particularly appealing.
Will family-friendly holiday travel become more popular?
Yes. There is a demand for destinations with kid-friendly activities, resort packages, and family-oriented excursions during the holiday period, particularly around Christmas and school breaks.
Are there emerging destinations for holiday travel in 2025?
Yes. 2025 will see rising interest in off-the-beaten-path destinations, including eco-tourism spots, less crowded cities, and adventure travel locations. Travelers are seeking unique experiences in remote areas, national parks, and cultural hotspots with fewer crowds during the peak holiday season.
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