AI takes over as the new travel planner
More travelers are seeking trip inspiration through an AI query. They use it to build itineraries, check prices, receive recommendations instantly – no filters or friction – cutting out steps that used to slow them down. Younger users and digital-led markets have moved fastest, giving providers with AI-compatible content a head start.
Wellness travel grows but carries a luxury price tag
More travelers are seeking trips that help them slow down and reset. Health and wellness retreats still attract higher income earners, but younger generations are showing growing interest – and a willingness to pay for it. Nature-led stays, mindfulness programs, and fitness holidays are becoming key drivers of premium demand.
Support to control overtourism gains momentum
Travel growth is putting a strain on high-traffic destinations. Two-thirds of travelers say they would avoid a popular destination if they knew it will be crowded. To keep the holiday experience enjoyable, travelers support initiatives such as digital permits, timed entry, and limits on daily visitors. Off-peak travel incentives are the most popular, with 46% of travelers backing them.
