Travelers Eye Faraway Locales and Bespoke Experiences, Survey Finds

OYSTER BAY, NY (November 21, 2024): Travelers will be busy checking items off their bucket lists in 2025, journeying to new locales and engaging in customized experiences wherever they roam. A new advisor survey from TRAVELSAVERS and NEST envisions a travel landscape with fresh destinations rising to the fore and trends that provide more personalization and purpose for vacationers.  

Dream Destinations for the Year Ahead

While Europe’s timeless appeal remains strong, travelers will gravitate to less-touristed locales there as well as other corners of the world. Italy is predicted to be 2025’s top destination, as it was in last year’s survey, with Portugal also placing in the top five. But the rise of Eastern Europe – ranked second in the up-and-coming category – shows the growing appetite for the road less traveled.

Advisors foresee exotic locales as a top trend in 2025. Japan topped the up-and-coming list, rising from number three in last year’s survey. South Africa, Morocco and Antarctica also placed in the top five.

“People today aren’t collecting material goods – they’re collecting experiences,” said Chief Marketing Officer Nicole Mazza. “You can’t put a price tag on the lifetime memories that travel creates. Savvy travelers are working with expert advisors more often to craft deeply personal and unforgettable journeys.”

Trends That Will Reign Supreme in 2025

All-inclusive travel emerged as the top trend, given its appeal to relaxation-minded travelers who prize its convenience and value. Family travel, river cruising, active and adventure travel and multigenerational travel completed the top five.

Bucket-list travel was named the top emerging trend, with travelers yearning to book trips of a lifetime. It was followed by personalized experiences, off-the-beaten-path exploration, authentic travel and home-style accommodations.

“In 2025, travelers will choose their journeys very deliberately,” Mazza said. “Travel will reflect their unique goals and dreams, whether it’s challenging themselves physically, deepening cultural understanding, or simply recharging.”

Evolving Niches for 2025

• Family Festivities – Journeys with loved ones will thrive, with family, multigenerational and celebration travel all among the year’s top 10 trends. Families are seeking fun in the sun at all-inclusives in booming destinations such as the Riviera Maya, the Dominican Republic and Cancun. They’re also booking home-style accommodations to unite everyone under one roof.
• The New Wave of Cruising – As young travelers chart a new course, Millennials and Gen Z are taking to the high seas and rivers. More than a dozen new ships are arriving next year to keep pace with the heightened demand. Non-traditional cruise destinations like Colombia and Egypt are trending, as well as coolcations to Alaska and Antarctica. 
• Tailored-to-You Trips – Travelers are no longer booking cookie-cutter experiences. They want bespoke adventures that align with their passions. They also crave authentic connections with people, culture and nature, such as a cooking class in Lima or viewing the Northern Lights.
• Emerging Europe – While Italy is still dominant, overtourism and the desire to explore new places are sparking interest in other European destinations. The New Grand Tour includes locales such as Portugal, Greece and rising stars of Eastern Europe such as Prague, Krakow and the Baltic countries.

Survey Results

Top Destinations

1. Italy
2. Alaska
3. Portugal
4. Riviera Maya
5. Dominican Republic

Top Up-and-Coming Destinations

1. Japan
2. Eastern Europe
3. South Africa
4. Morocco
5. Antarctica

Top Trends

1. All-inclusive travel
2. Family travel
3. River cruising
4. Active/adventure travel 
5. Multigenerational travel

Top Emerging Trends

1. Bucket-list/to-do trips
2. Personalized experiences
3. Off-the-beaten-path/exotic destinations
4. Authentic travel
5. Home-style accommodations

Advisors from TRAVELSAVERS and NEST agency affiliates in the U.S. and Canada participated in the survey between Oct. 29 and Nov. 16, 2024.

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About TRAVELSAVERS
Founded in 1970, TRAVELSAVERS is an international marketing leader of more than 3,000 independently owned agencies in over 35 countries. Thanks to the buying power of $20 billion in annual sales, its more than 25,000 advisors are able to offer their clients inspirational travel experiences at the best value. With a global reputation for excellence, TRAVELSAVERS leisure and corporate agencies maximize sales and profits with cutting-edge products and services that cater to all needs. Through an exclusive protected territory system, strong supplier relationships, comprehensive marketing suite, innovative booking technology, specialized training and networking, and personalized business coaching, TRAVELSAVERS advisors are empowered to find, retain and delight clients. For more information, visit www.travelsavers.com.

About NEST

The Network of Entrepreneurs Selling Travel is the industry’s first and only marketing group exclusively for independent home-based travel agencies. The company empowers home-based advisors to achieve greater success financially, professionally and personally by championing best practices, solutions and opportunities. NEST helps home-based travel entrepreneurs build their business, keep their identity and maintain control. The network delivers what home-based advisors need to increase their competitive edge and profitability, including a high level of personalized support, award-winning marketing, preferred partner portfolio, education, exclusive networking and events, and innovative technology. NEST also helps suppliers reach the rapidly growing home-based distribution channel with training, motivation, offers and compensation. For more information, visit www.jointhenest.com.