Travel is no longer just about the destination. It’s about emotion, connection and meaningful experiences that will be remembered for a lifetime.
Continue reading to uncover statistics and expert opinions from Booking.com, Skyscanner and American Express Travel.
Slow, intentional travel is back
It almost feels like a renaissance in the industry. Before the internet, travel was solely about the in-moment experience. Sure, travellers would take their analogue camera to capture a few memories, which they’d proudly showcase in an album when guests came round for a visit once back home.
But the real motivation behind travelling was to experience something different from your ordinary life. It was about exploring a new destination, learning about a new culture and gaining invaluable life experience.
Younger, digital-native generations never got to experience this kind of slower, intentional travel growing up. Nonetheless, they’re the ones craving it most today. “Travellers, especially Millennials and Gen Z, are motivated to book thoughtful, meaningful trips,” said Audrey Hendley, President of American Express Travel.
Authentic cultural immersion is key
Meaningful trips give travellers more than pretty pictures for their social media feed. Booking.com has found that 77% of travellers today seek authentic experiences representative of local culture. This includes activities like cooking classes or craft workshops, and engaging in the local arts or traditional ceremonies. Exploring historic sites and markets with local guides to learn from their personal experience is also favoured.
American Express’ Travel Trends Report 2025 and Booking.com’s 2025 research have both additionally found that 73% of travellers want to support the local economies of the destination they’re visiting. As a result, travellers more frequently opt for local guides / travel providers / tour operators that are either owned or run by, or work in close collaboration with local experts. This ensures the economic benefits of tourism are reinvested into the country itself.
Sustainable tourism is in demand
The search for authenticity is growing in conjunction with an expectation for accountability, and the end of greenwashing. According to Booking.com, 93% of global travellers expressed wanting to make more sustainable travel choices in 2025. And more than half of travellers (53%) are now conscious of travel’s impact on the environment and local communities, for the first time.
ResearchGate also has found that in comparison with other generations, Gen Z has the highest amount of travellers (56%) who believe it’s important to choose an eco-friendly travel option.
Danielle D’Silva, Director of Sustainability at Booking.com said, “To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travellers’ good intent.”
Hotels are the new destinations
With 45% of travellers picking a destination purely based on the accommodation, Skyscanner Horizons believes that hotels are no longer just a place to sleep – they are destinations themselves. They have become a significant element that shape the entire holiday narrative. And it links to all the previous trends mentioned – from relaxation and enjoyment to cultural connection and alignment with personal values.
