Six Travel Trends Shaping 2025 and Beyond
Last week we exhibited at the World Travel Market (WTM) in London and had a fantastic time connecting with colleagues and peers from across the travel industry.
One of the key sessions on the agenda was the WTM 2025 Trends Report, which explored the biggest shifts in global travel and gave us a glimpse into what’s next as we move toward 2026.
Here are six major trends we think are worth keeping an eye on.
Increased Personalisation
Travellers are increasingly seeking out novel and personalised offerings that give them unique, memorable experiences. This growing appetite for personalised, story-driven travel is reshaping how the industry operates, with a stronger focus on handcrafted experiences and meaningful local connections.
Customised and personalised travel experiences are poised to post annual growth of over 15% over the next decade.
– FUTURE MARKET INSIGHTS, 2025
There has also been an uplift in travellers wanting to interact with local features in destinations including sampling local cuisine, engaging with locals and learning more about the culture. According to Tourism Economics over 50% of travellers aged 18 to 34 are are more interested in trying local food & drink when undertaking trips.
Leisure Event Based Travel
The growing live events sector, predicted to expand by almost 6% per year until 2032 according to Allied Market Research, is becoming a powerful driver in travel decisions. From global sporting events to major concert tours, travellers are increasingly planning trips around live experiences.
The phenomenal success of events like Taylor Swift’s Eras Tour, which drew over 10 million fans, highlights the huge potential for destinations to attract visitors by hosting headline acts and world-class cultural experiences.
Leisure events are considered the main tourism growth opportunity, mentioned by 54% of tourism professionals.
– TOURISM ECONOMICS, 2025
Sustainable Travel
Sustainability continues to be a defining theme across the industry. Travellers are showing more interest in eco-conscious options, but they’re also balancing ideals with budget — with six in ten saying they’re not yet willing to pay extra for greener flights according to Tourism Economics.
Climate change is also shaping travel patterns. Destinations facing extreme weather are seeing shifts in visitor seasons, while cooler regions such as the Nordics are gaining popularity among travellers seeking more temperate summer escapes.
More than 9 out of 10 global travellers stated they want to make more sustainable travel choices in 2025.
– BOOKING.COM, 2025
Communications Platforms
Keeping travellers informed at every step is key to a seamless journey. Instant messaging platforms like Messenger, WhatsApp, and WeChat are becoming vital tools for sharing real-time, personalised updates before, during, and after a trip.
Travel Apps
Travel apps are becoming very popular and are constantly being developed to provide a streamlined experience for travellers. Through each stage of their journey, from planning and booking to on-trip experiences, apps are becoming a crucial element for travellers to rely on.
70% of younger travellers aged 18 to 34
want to access more travel-related services
on their mobile.
– TOURISM ECONOMICS, 2025
Rise of AI
AI is rapidly transforming trip planning. While general tools like ChatGPT, Google Gemini, and Microsoft Copilot are gaining traction, we’re also seeing a rise in dedicated travel AIs — such as Layla, Kayak.ai, and Mindtrip — offering smart itinerary-building features that mirror the services of a traditional travel advisor.
How Spark Responds to These Trends:
Powerful Personalisation
At Spark, we make personalisation simple. From detailed customer profiles to our 360° itinerary builder, you can tailor every element of a trip to match your client’s preferences. With the option to include alternative accommodations and add-on activities, it’s easy to create thoughtful, fully customised proposals that leave a lasting impression.
Smart Integrations
We know that seamless systems make all the difference. That’s why Spark integrates with leading industry tools — from travel apps like Vamoos and Axus to payment platforms and accounting software — giving you an effortless, end-to-end workflow that enhances both your team’s efficiency and your client’s experience.
Commitment to Innovation
We’re always looking ahead. While Spark delivers everything you need today, our development roadmap is shaped by the trends shaping tomorrow’s travel industry — so you can stay one step ahead in a rapidly changing world.
Read more about how our Spark provides the perfect solution for your tech stack here or book a demo to speak to one of our experts.
