Throughout Winter 2024/25 we’ve been seeing some exciting travel and hospitality trends, driven by changing traveler preferences, environmental awareness, and evolving work flexibility. Travelers are seeking more meaningful and personalised experiences that cater to unique preferences, whether it’s the desire to explore lesser-known destinations, booking into wellness retreats, or combining work and leisure on extended stays. Meanwhile, environmental consciousness remains a top priority for many – with consumers opting to embrace responsible tourism practices.
These changes are not only transforming how we experience travel but also how the hospitality industry needs to adapt to meet the diverse demands of the modern day traveler.
Sustainable travel
This winter season, eco-conscious travel is set to take centre stage, with an increasing number of travelers expected to prioritise sustainability in their choices. Many will seek out eco-friendly accommodation, such as hotels and lodges that are powered by renewable energy sources like solar or wind, whilst also minimising waste and water usage.
These environmentally focused places are expected to also low-impact activities that align with green travel, including snowshoeing and wildlife conservation programmes, allowing guests to experience nature without leaving a negative mark on the environment, or endorsing inhumane animal experiences.
A growing trend toward slow travel is gaining momentum as more people shift away from multi-location itineraries in a short period. Instead, travelers are opting for extended stays in fewer locations, allowing them to immerse themselves in local culture – contributing to local economies whilst supporting sustainable tourism practices.
Remote destinations and off-the-beaten-path adventures
As well as being more eco-conscious, travelers are moving away from crowded, popular winter destinations and exploring lesser-known spots like Slovenia’s Julian Alps, or the Azores. These places offer unique, serene experiences away from the hustle and bustle of tourists.
Off-the-beaten path destinations offering winter wildlife adventures are becoming popular among those seeking experiences. For example, trips to Norway for whale watching, Finland for reindeer safaris, or Alaska for polar bear viewing.
The increase in aurora borealis activity over the UK this year has also sparked a surge in interest in celestial travel experiences, as more travelers seek out nature’s most dazzling light show. This trend has led to a rise in bookings for night-time tours, stargazing lodges, and remote stays in places like Scotland and Northern Ireland, where dark skies provide prime conditions for aurora viewing.
Wellness and recovery tourism
As winter brings shorter days and colder temperatures, travelers are increasingly seeking rejuvenation and mental well-being, particularly as seasonal affective disorder (SAD) becomes more prevalent during this time of year. In response, the travel industry can expect a surge in bookings for wellness-centered resorts that cater to these needs by offering a range of restorative experiences, such as thermal spa treatments, meditation sessions, and yoga practices.
Alongside physical wellness, there is a growing focus on mental health retreats designed to help individuals disconnect from technology and daily stressors. These retreats encourage mindfulness and self-care practices, offering serene winter environments where guests can embrace a slower pace of life. By focusing on activities that promote relaxation, reflection, and inner balance—such as guided meditation and digital detoxes—these retreats offer a holistic approach to mental and emotional well-being, making them particularly attractive to travelers looking to recharge.
Luxury travel reimagined
High-end travelers are seeking more than just 5 star stays, instead they are opting for remote luxury, booking stays in secluded chalets, cabins, or even glamping setups with high-end amenities. Winter glamping in glass igloos under the Northern Lights or staying in luxury treehouses are popular choices.
Travelers are also leaning toward experiences over material objects, seeking out unique winter adventures like dog sledding in the Arctic or private Northern Lights viewing. Not only that, but consumers are on the search for highly customised experiences, from private skiing lessons to bespoke winter safaris in places like Iceland or Canada.
Seasonal culinary tours
Culinary travel remains a strong motivator in the winter months, and food festivals focused on winter cuisines, such as truffle festivals in Italy or fondue experiences in the Alps, are drawing visitors, as well as traditional Christmas markets found in European cities such as Krakow and Munich.
Travelers are also increasingly interested in farm-to-table winter dining experiences that focus on local, sustainable, and seasonal ingredients.
Workations and bleisure travel
With remote work becoming the norm for many, this trend is set to become even more popular in 2025. However, the format might evolve, with travelers expecting more from accommodation in terms of tech offerings and specialised workspaces. Destinations will likely also cater even more to digital nomads with long-term stay packages, coworking spaces in resorts, and a focus on work-life balance amenities.
The continuation of the hybrid work-leisure trend, bleisure, is likely to persist into 2025 as business travelers look to extend work trips into leisure time. In 2025, we might start to see companies offering more incentives and flexibility for employees to extend trips, or even building “bleisure” elements into corporate events.
If you would like to discuss how we could help you capitalise on any of the trends featured above, get in touch with our Consumer PR specialists today.