Travel remains a priority, as Skyscanner reveals latest, greatest trends in global travel
As 2025 approaches and travellers start thinking about where they'll go next year, Skyscanner has revealed the most exciting industry and traveller trends it is seeing on a global and regional level - from spending habits to the hottest new destinations.
The latest 2025 edition of its Horizons report brings together proprietary search and booking data with a survey of 19,000 travellers worldwide to reveal a unique forward-looking view of changing attitudes, planning and destination trends.
Significant shifts in technology and artificial intelligence
Skyscanner reports it is continuing to see significant shifts in technology and artificial intelligence which is "fundamentally rebuilding the way travel providers and consumers connect, explore and buy within the travel ecosystem".
Spending demographics are evolving too, it says, citing research from OAG which shows that, as of this year, Millennials are now contributing to half of all air travel spending, with Gen Z's spending power also rising.
With this comes a whole new set of expectations from a generation used to doing things on their terms.
"Many airlines are adopting new technologies, and at pace, to better serve travellers and respond to market demand. This includes through AI-driven revenue management decisions and more personalised and dynamic offers," says Hugh Aitken, VP, Strategic Relations & Development, Skyscanner.
At the same time though, airlines are grappling with global macro-economic pressures and geo-political issues which are putting strain on routes and profitability.
Appetite for travel post-COVID hasn't waned
Despite the cost of living squeezing budgets, travel continues to remain a priority in the post pandemic world, notes Skyscanner. But travellers increasingly want to explore in ways that suit them and that are aligned to their values, it says.
The research shows people remain hungry for travel. 80% of travellers globally are planning to take more or the same number of trips in 2025 as they did in 2024. Just under half (43%) want to travel more, with only 7% likely to take fewer trips.
Question: Are you planning on vacationing abroad more, less or the same in 2025 vs 2024? n=19000
Those from India, the UAE and Brazil plan to travel the most. A higher proportion of travellers from Europe and North America are more conservative in their outlook, saying they'll take the same number of trips. Japanese travellers are the most uncertain; 27% remain undecided about their 2025 travel plans.
Search for community is driving travel behaviour
A major theme Skyscanner identifies this year is how the search for community is driving travel behaviour. More than ever, travellers want "experiences they can share alongside others with similar interests" and to "enjoy being part of something bigger than themselves", it says.
This sense of belonging is being explored in many ways - from sports events and immersive art installations to gaming vacations.
EMEA: European destinations dominate the top 10, people are searching for quieter, undiscovered gems
European travellers are choosing to explore their own backyards, according to Skyscanner. Eight of the top 10 destinations are in Europe, with only Bangkok outside at number nine. Search volumes for Barcelona, Palma and Madrid confirm Spain's continued popularity with other Europeans, while Italy features two cities in Rome and Milan.
Topping the list of the most popular destinations is Skyscanner's 'Everywhere' feature, which helps inspire travellers coming to its site who don't have a destination or date in mind.
Average trip lengths are short, between four and five days, indicating the prevalence of city breaks across the region. As a long-haul destination, the average trip length to Bangkok is just under two weeks. Across all destinations, trip lengths are flat or down a little from 2024.
Average flight booking lead times are in the shorter term, around 50-55 days, while the average lead time to Bangkok has increased to over 100 days as people plan further ahead than last year.
Meanwhile a mix of short- and long-haul destinations show that EMEA travellers are seeking a mix of beach, nature and culture experiences.
Americas: It's all about the bright lights of the biggest cities
Travellers in the region are searching for some of the most popular cities in North, South and Central America, according to Skyscanner. Four of the top 10 are within North America, while Brazil's Sao Paulo and Rio de Janeiro take the no.1 and no.3 spots with New York City in second. The only cities outside the Americas are two European capitals: Madrid (in fifth) and London (in sixth).
Like EMEA, 'Everywhere' is ranked the top destination as travellers come to Skyscanner without a set destination or date in mind, looking to be inspired about where to go next.
For cities in the Americas, average trip lengths are short, between six and seven days. Outside, trip lengths to Europe are longer, at just under two weeks. Compared with 2023, Los A, Orlando and Rio de Janeiro have gained half a day, while other destinations remain flat or, in the case of Madrid and London, have fallen by a day.
How far ahead are people booking flights? The average lead time in the region ranges from 34 to 82 days, with Orlando, Cancun, London and Madrid all in the upper range of 70+ days as travellers lock in their trips further ahead in time. All destinations have seen YoY search growth between 1-20%.
The fastest trending destinations for AMER travellers are smaller, more diverse places across the region.
Asia Pacific: Big cities across Asia are calling
Skyscanner's booking trends in the region show two South Korean cities, Seoul and Jeju, bookending a top 10 that - apart from London - is comprised solely of Asian destinations. Three Japanese cities feature, with Bangkok, New Delhi and Taipei also included.
The average trip length is short, peaking at six days, apart from London at two weeks. Across the board, trip lengths are down YoY by around a day.
Average lead times broadly fall between 30 and 70 days, with the highest being for London and Tokyo. Travellers are booking flights to New Delhi, on average, just 28 days before departure.
Across the board, YoY searches have grown by up to 89%, except London which has declined by 7%.
Skyscanner: 'travel demand remains resilient'
"Our data shows that travel demand remains resilient, and travellers are adapting their itineraries as they seek out collective experiences. This blend of resilience, ingenuity and innovation from both travellers and airlines looks set to make next year a transformative one for all. Looking ahead, we expect the market to become more active with seat sales and promotions as airlines compete for share of wallet," says Mr Aitken.
The question is: How can travel providers and destinations meet this demand and desire to travel?