Travel Search Trends 2025: How to Adapt Your Site

Luckily for you, we’re staying ahead of the game, ensuring next year’s travel trends don’t catch us by surprise. As we near the close of 2024, we’re sharing the scoop on 2025’s hottest travel search trends. From evolving consumer behaviour to global shifts, we’re diving into the buzzworthy search terms and themes set to take over next year’s search results. 

2025 Trending Destinations

Let’s start with 2025’s predicted trendiest travel hotspots! From hidden gems to iconic destinations with a twist, next year’s must-visits are all about unique experiences, sustainable travel, and picture-perfect moments. Whether chasing sun-soaked beaches, cultural treasures, or off-the-beaten path adventures, these trending destinations for 2025 are the ones to focus on. 

Data from Google Keyword Planner reveals that more UK and US consumers are expected to be searching for holidays in Europe compared to any other continent, with Asia and North America following close behind.

2025 Winners

These happening hangouts have enjoyed some of the biggest increases in searches over the past 12 months.

Armenia

According to search data, Armenia is gearing up to be one of 2025’s breakout stars in European travel. Having already seen a surge in the first half of 2023 – a 70% increase in tourism compared to the same period the previous year – this growth isn’t expected to slow down any time soon. Searches for ‘“Armenia holidays” jumped 42% in 2024. This proves that the secret’s getting out. But it’s not too late – 2025 might be the perfect time to showcase this as-yet-undiscovered gem. 

Highlight Armenia’s natural landscapes, such as Lake Sevan and the majestic Mount Ararat, or the ancient monasteries of Geghard and Tatev. Plus, with Yerevan celebrating its 2807th anniversary next year, vibrant festivities will add even more appeal. 

Cameroon

Cameroon is another emerging destination to watch for 2025. With visitor numbers expected to rise by 1.7% annually over the next five years and searches for “Cameroon holidays” up 18% in 2024, this upward trend is set to continue. 

Next year promises a spotlight on Cameroon, as it celebrates the 65th anniversary of independence and hosts the 2025 African Cup of Nations. These events are likely to attract football fans and travellers eager to explore its diverse and vibrant culture. From the lush landscapes of Korup National Park to the towering Mount Cameroon and the bustling cities of Douala and Yaoundé, Cameroon offers unique experiences ready to inspire holidayers. 

Chiang Mai

Contributing to the demand for Asian travel in 2025, the Thai city of Chiang Mai has continued to experience increased demand by travellers. Hotel bookings have soared to 90% occupancy this year while searches for “Chiang Mai holidays” climbed 24%. 

2025 marks Chiang Mai’s 730th anniversary, with special cultural festivities that highlight its rich Lanna heritage. From iconic temples like Wat Phra That Doi Suthep and Wat Chedi Luang to the stunning Yi Peng Lantern Festival, lush mountain landscapes, and buzzing night markets, Chiang Mai offers experiences that travellers won’t want to miss. 

Jordan Trail 

The Middle East might not be top of your list for a hiking holiday, but the Jordan Trail is quickly changing that. Just a decade after its official opening, this epic multi-day trek along the legendary trade route is drawing adventurers in droves, with searches for “Jordan Trail” up 35% compared to 5 years ago. 

In 2025, the trail will celebrate its 10th anniversary with special events and hiking challenges, making it the perfect time to promote this bucket-list adventure. Stretching over 400 miles from Um Qais to Aqaba, the Jordan Trail offers breathtaking landscapes – from Ajloun’s rolling hills to the iconic desert of Wadi Rum – and passes through the legendary city of Petra. This presents an opportunity to showcase a unique experience that combines natural beauty, history, and adventure. 

2025 Losers

Meanwhile, these destinations have seen quite the opposite. Here’s a look at the spots likely to lose their appeal in 2025.

Fiji

A visit to Fiji may be transformative, but the 330-island archipelago has seen a steady decline in search interest over the past decade, with “Fiji holidays” dropping 49% since 2014. 

This trend is likely driven by several factors. One of these is the increased competition from more affordable Pacific and South East Asian destinations, along with rising environmental concerns like over-tourism, cyclones, and sea level rise, which may deter eco-conscious travellers. 

Iceland

Another destination predicted to see a decline in 2025 is Iceland. The unspoilt volcanic island has already seen a 13% drop in overnight stays in Icelandic hotels this year, along with a 32% decrease in searches for “Iceland holidays”. 

Largely driven by the rising costs of travel and accommodation in Iceland, which has long been considered an expensive destination, this is expected to deter budget-conscious travellers. Meanwhile, destinations like Norway and Canada, which offer similar natural beauty at lower prices and with fewer crowds, might start to steal the limelight from Europe’s westernmost country in 2025. 

London

Closer to home, London is another previously popular destination set to struggle in 2025. Having seen a 44% decline in search demand for ‘London holidays’ across the past 10 years, this trend is expected to continue into 2025 due to a number of economic and political factors.

The UK cost of living crisis is hitting travellers too, with sky-high prices for accommodation, dining, and transport making London a tough sell for budget-savvy tourists. Add Brexit’s visa hurdles deterring visitors from neighbouring EU countries and rising competition from other, often cheaper, European cities like Paris, Berlin, and Lisbon, and it’s clear London has its work cut out to remain in the spotlight. 

Barcelona

As the city grapples with the challenges of overtourism, Barcelona’s appeal might take a hit in 2025, with searches already seeing a 29% drop over the past year. 

The iconic city is having a rethink about how it manages its visitors going into 2025. With over 10,000 holiday rentals in operation, housing costs have surged by 68% in the past decade, sparking frustration among residents. Protests this year called for tighter regulation on short-term rentals, and while the city plans to revoke all licenses by 2028, locals argue this timeline is too slow. Add overcrowded streets and strained infrastructure to the mix, and it’s no surprise that Barcelona is making a change. 

How to Adapt Your Site 

How can you adapt to align with 2025’s upcoming destination search trends? As travellers get choosier (and more specific) about where they want to go, aligning with what they’re searching for could make all the difference. 

We’d suggest adapting your SEO strategy by spotlighting rising stars like Armenia, Cameroon, and Chiang Mai, while refreshing your content for destinations losing steam, like Fiji, Iceland, and Barcelona.

Think local – not just countries, but zooming in on popular spots, hidden gems, and even seasonal events. Add rich, juicy content that goes beyond the basics: try video tours, insider tips, and “top secret” guides that make Google and users sit up and take notice. 

As searches for European, Asian, and North American holidays grow, websites should optimise for high-growth destinations like Armenia, Cameroon, and Chiang Mai by creating detailed guides, emphasising local events, and integrating culturally rich keywords. 

Meanwhile, leveraging seasonal and anniversary-driven content can help capture timely search interest. For less popular destinations, updating content with refreshed angles, such as eco-tourism in Fiji or alternative off-season travel in Iceland, may help retain interest despite declining searches. Additionally, highlighting less crowded or budget-friendly alternatives to cities like London and Barcelona can help draw in travellers seeking cost-effective experiences amidst inflation concerns. 

Other 2025 Travel Trends 

Experiential Travel 

The nature of travel is changing, with more and more people focusing on immersive experiences over leisure time. Experiential travel is all about forging deeper connections with destinations, whether physical, cultural, or spiritual. It’s a growing trend, as shown by a Skyscanner survey: 54% of travellers now prioritise culture when choosing where to go, ahead of attractions (49%) and vibe (41%). 

In 2025, we can expect travellers to pack their itineraries with unforgettable, hands-on adventures. HomeToGo found that 48% are chasing food and drink experiences, like gourmet festivals, while 42% are excited about live music and 41% for sporting events. Meanwhile, nature lovers are tuning into lunar eclipses and animal migrations (37%), and wellness retreats are top of the list for 28%. 

This trend is being reflected in search too, with the below queries seeing a YoY increase in the number of people searching them: 

• Food tours – +7% 
• Wellness retreat – +8%
• Cooking class – +20%
• Hiking holiday – +19%

In short – 2025 travellers aren’t just visiting destinations – they’re diving in headfirst! This increased demand for experience-focused holidays ties in with the predicted surge in popularity for destinations like the Jordan Trail in the Middle East. 

How to Adapt Your Site 

2025 is the year of “travel like a local, but make it SEO”. With beach reads swapped for cooking classes and bar-hopping traded for wellness retreats, it’s time to shake up your SEO strategy to match. Think immersive – amp up your site with foodie festival guides, hiking trail showcases, and event-focused content that covers everything from live gigs to celestial wonders. 

With content that’s rich in both culture and keywords, your site will soon become the ultimate go-to for those on the hunt for memorable, soul-stirring experiences. 

Reset Jetters 

In 2025, travellers are taking health tourism to new heights. Spa breaks and yoga are no longer enough to satisfy the health-conscious – in 2025, tourists are looking to not only recharge, but increase resilience, purpose, and longevity. From gut-health adventures to balance the microbiome to sober-curious escapes, it’s all about living longer, feeling younger, and thriving. 

Search trends are backing this up: according to wellness retreat experts BookRetreats.com, interest in yoga retreats is up 10%, while wellness retreats have surged by 25%. Meanwhile, according to Skyscanner, these are the top wellness and resilience destinations travellers are searching for in January 2025:

• Phuket, Thailand
• Manila, Philippines
• Male, Maldives 

How to Adapt Your Site 

In 2025, travel sites can tap into the growing wave of health-conscious travellers by highlighting trending wellness destinations. Consider spotlighting buzzworthy wellness havens like Phuket, Manila, and Male. 

Create eye-catching landing pages – along with guides to the best restorative experiences and programmes – to capture the clicks of the wellness-seeking, purpose-driven crowd. By tapping into this booming trend, your site, you can become the go-to for next year’s wellness crowd. 

Conscious Travel 

In 2025, travellers are expected to think more consciously about how their trips impact both their lives and the communities they visit. A report by Skyscanner reveals that over a quarter of global travellers aim to explore lesser-visited areas to ensure they have a more positive impact on the local communities. 

This shift is evident in the rising interest in under-the-radar destinations like Armenia, while demand for hotspots like London and Barcelona dwindles. This 2025 travel search trend aligns with efforts to combat over-tourism and encourage tourism dispersal, as seen in declining searches for destinations like Fiji. 

It’s also supported by stricter sustainability measures in aviation, such as mandatory carbon reduction schemes for international flights by 2027 and the EU’s push for sustainable aviation fuel by 2030. 

Travel companies can capitalise on this by spotlighting off-the-beaten-path destinations and showcasing how visiting these areas supports local communities and sustainable travel goals. It’s a win-win for conscientious travellers and mindful travel businesses alike!

How to Adapt Your Site 

Travel businesses have been riding the eco-conscious wave for a while now. But there are no signs of it slowing down any time soon. 2025 might be the year to put previously popular, overcrowded destinations like London and Barcelona on the backseat, instead spotlighting hidden gems like Armenia. 

Build content that champions sustainable travel, from eco-certified stays to discovering those tucked-away treasures just around the corner. With stricter emissions regulations looming, now’s the time to flaunt planet-friendly perks and meaningful travel experiences. By leaning into sustainability, your site can become the ultimate hub for travellers seeking trips that make an impact, far beyond the ‘Gram. 

Set-Jetting

Set-jetting is here to stay, and 2025 promises to be bigger than ever for this star-powered travel trend. Originally dubbed by Expedia Group in 2022, the trend – where people plan trips to destinations featured in movies or TV shows – has morphed into what’s now being called “The White Lotus Effect”. According to Expedia’s Unpack 25 Trends Report, 66% of travellers admit their travel plans are inspired by what they see on screen. 

Next year’s set-jetting hotlist features reality TV favourites and blockbuster backdrops. Searches for the Emirates jumped 35% after the launch of Dubai’s take on a reality show. Scotland’s 19th-century Ardross Castle, featured in The Traitors Season 2, saw interest in the Highlands soar by 190% compared to two years ago. And with the Paul Mescal-starring Gladiator 2 having just hit screens, Malta has already seen an uptick in interest. Time to grab your popcorn and pack your bags!

How to Adapt Your Site 

Travellers are flocking to destinations made famous on the big (and small) screen, and your site could be their ultimate guide. To take advantage of this 2025 travel search trend, consider creating content that highlights star-studded destinations like Dubai’s glitzy backdrops, Scotland’s Ardross Castle, or Malta’s sunny charm. 

Show fans where the magic happens with location guides and insider tips that bring their favourite scenes to life – and drive bookings!  Why not feature themed itineraries, like Visit Scotland’s Scottish Film & TV Locations Itinerary, which highlights well-known filming locations from the Da Vinci Code’s Rosslyn Chapel to the breathtaking Highland scenery found in Braveheart, Harry Potter, and Skyfall. 

Natural Phenomenon

In 2025, natural wonders are the ultimate crowd-pleasers, with travellers chasing awe-inspiring phenomena like firefly ballets, penguin parades, and the Northern Lights. Following the buzz from 2024’s total solar eclipse, the demand for once-in-a-lifetime nature experiences is set to soar. In fact, 37% of travellers are planning trips centred around these bucket-list moments, according to HomeToGo’s 2025 Travel Forecast.

Top picks? Think startling murmurations in the UK, bioluminescent plankton in Florida, and synchronised fireflies in Tennessee. From Japan’s elegant crane dances to the volcanoes, lava fields, and black sand beaches of Iceland, nature’s stage is set for unforgettable shows. Searches like “Where to see a solar eclipse?” and “Best places to see natural phenomena?” are already trending on Skyscanner.

How to Adapt Your Site 

For 2025’s nature-chasers, it’s all about bucket-list wonders. Think “best places to see the Northern Lights”, “where to spot bioluminescent plankton”, or “solar eclipse viewing destinations” to hook travellers searching for awe-inspiring experiences. 

Hook these adventurers by creating guides to bucket-list spots like Iceland’s lava fields, the UK’s starling murmurations, and Tennessee’s firefly extravaganzas, then let nature do the talking. Build out visually appealing, location-specific content tailored to each phenomenon. Highlight proximity to these wonders and cater to tourists looking for unique, once-in-a-lifetime experiences. 

All-Inclusives

Gen Z is shaking things up in 2025, diving headfirst into the new wave of all-inclusive hotels. With 1 in 3 saying they’re rethinking all-inclusives (in a good way!), big chains like Hyatt, Marriott, and Hilton are pushing harder in this category. Hyatt’s new “Vivid” concept and W Hotel’s first ever all-inclusive resort in the Dominican Republic are just the beginning of this luxe-meets-ease era. 

What’s driving the boom? Gen Z’s financially savvy younger consumers who want luxury stays and stress-free, nothing-to-think-about convenience without the price tag to match. Expedia Group reports a 60% spike in “all-inclusive” filter use year-over-year. 

How to Adapt Your Site 

In 2025, Gen Z is all about high-end all-inclusives – but with a modern twist. Travel sites can tap into this trend by showcasing modernised all-inclusive options that emphasise perks like customisation, immersive experiences, and “no hidden costs” messaging to appeal to this financially savvy, convenience-loving demographic.

For travel brands offering these types of accommodations, now’s the perfect time to update all-inclusive packages with more personalised, luxurious touches to match Gen Z’s growing appetite for effortless yet value-packed vacations. 

Joy of Missing Out (JOMO)

JOMO is the new FOMO. In 2025, travellers are expected to embrace JOMO – the joy of missing out! People are swapping buzzing hotspots for off-grid escapes, where they can disconnect and recharge. According to Vrbo, 62% of travellers said staying in a serene rental would reduce their stress and anxiety, while a whopping 85% said they would be interested in taking a vacation to unplug. Search interest for holiday home rentals near beaches, lakes, and in the mountains has also increased. 

How to Adapt Your Site 

For hotels and holiday rentals in tranquil, nature-rich spots, now’s the time to spotlight stress-busting perks and amenities like hot tubs, infinity pools, and peaceful gardens. You can also zone in on favourites like “off-grid vacation rentals”, “quiet holiday retreats”, and “unplugged getaways”. Picture-perfect locations by beaches, lakes, and mountains are a surefire way to hook those craving a peaceful escape. 

How to Adapt Your Travel Site for 2025

As 2025 shapes up to be the year of mindful, experiential, and next-level travel, the opportunities to connect with evolving traveller interests are endless. From off-grid escapes and immersive experiences to sustainability-driven adventures and cinematic set-jetting itineraries, it’s clear that travellers are seeking more than just a vacation. 

Travel brands need to be ready to adapt – whether by spotlighting hidden gems, crafting wellness-focused packages, or leaning into eco-conscious messaging. By thoughtfully positioning your offerings, travel companies can inspire the new-age traveller of 2025. 

Sources

https://www.greenmatch.co.uk/blog/greenest-countries#top10countries
https://globalnews.booking.com/download/31767dc7-3d6a-4108-9900-ab5d11e0a808/booking.com-sustainable-travel-report2023.pdf
https://www.cntraveler.com/story/milennials-sustainable-air-travel
https://blog.pressreader.com/hotels/seven-gen-z-travel-trends-that-are-transforming-the-hospitality-industry
https://www.thethinkingtraveller.com/blog/where-in-the-world-are-the-most-ecoconscious-travellers
https://www.carlfriedrik.com/magazine/slow-travel-trend
https://www.flywire.com/resources/why-slow-travel-is-a-rising-star-in-the-travel-industry-and-may-prove-the-most-resilient
https://www.nationalgeographic.com/travel/article/can-voluntourism-make-a-difference

About The Author...

Chloe Robinson

SEO | GEO | PPC

Chloe’s role in the team is to create and implement SEO & PPC strategies to boost websites to the top of Google’s search results. Vancouver is her top travel destination, being the perfect blend of city and mountains.