Another trend identified for 2025 is the lengthening of stays, driven by people who work remotely and wish to combine productivity with leisure. These travelers look for comfortable accommodations, reliable connectivity, green or tranquil spaces, and activities that allow them to disconnect. At the same time, value for money has emerged as the most important factor when booking: many prefer to spend less on transportation or flights, wait for last-minute deals, or design more flexible itineraries, as long as the overall experience justifies the choice.
The TSTT highlights that one of the most significant shifts is the growing awareness of sustainability: travelers now demand accommodations with sound environmental practices, less-crowded destinations, fair cancellation policies, transparent pricing, and socially responsible tourism companies. It is no longer enough for a place to be beautiful; it must also be ethical, respectful of the local community, and mindful of the natural environment.
Alternative destinations—less exploited but rich in character—together with authentic cultural heritage, local experiences, and traditional gastronomy are also part of travelers’ new desires. They are seeking “hidden gems,” places with fewer crowds where every detail matters, where they feel part of the setting rather than mere spectators. In many cases, travelers are willing to pay more if the offer provides tangible value: tranquility, connection with nature, cultural immersion, wellness spaces, and boutique or eco-friendly accommodations.
Booking platforms and travel agents now face the challenge of adapting their products: they need to provide more transparent offers, flexible cancellation policies, last-minute promotions, honest communication about sustainability, and a narrative that sells not just a destination but a complete experience. At this point, the TSTT stresses that those who can best integrate these values—well-being, sustainability, and authenticity—will gain a competitive advantage.
Another important observation is the growing role of the traveler as an informed consumer: using social media, recommendations, and digital reviews, and questioning the impact of their choices. Search filters that highlight sustainability, social responsibility, authentic local experiences, and flexible booking conditions are becoming increasingly influential.
The travel booking trends for 2025 reveal a true shift in paradigm: travelers want more than beautiful destinations; they seek conscious, ethical, personalized experiences that combine good value, authenticity, and well-being. The contribution of the Tourism and Society Think Tank helps frame this shift as more than a passing trend: it is the response of a sector that must adapt to new social, ecological, and cultural motivations if it wishes to genuinely connect with the modern traveler.
