The latest travel trends, according to the year-end Internova Index, shine an important light on the travel preferences and expectations of North American consumers. The travel trends survey, which analyzes data from millions of travel bookings and involved 3,000 participants across various age and income groups, provides valuable insights into the changing landscape of the travel industry with results that reveal a resurgence in international travel, a growing reliance on travel advisors, and shifting preferences among different demographics.
According to the survey, there has been a remarkable 22 percent increase in the average number of international trips per traveler over the past 12 months compare to the same period in 2023. This resurgence has been led by both the premium and budget travel segments. Looking ahead, approximately 25 percent of respondents expect to take more leisure trips in 2025, a trend that spans across age, income, and demographic categories.
Travel Trends: Domestic vs. International
The growth in domestic travel primarily stems from consumers planning trips within their own regions. On the other hand, the increase in international travel will be fuel by luxury travelers seeking more distant and exotic destinations. This anticipate growth in international travel presents a promising opportunity for travel advisors, as demand for their services is expect to rise. Longer trips, especially those outside the United States and Canada, will require the expertise and support that Travel Trends and Insights advisors can provide.
Travel Trends: Value of Travel Advisors
The survey revealed that 60 percent of respondents expressed their intention to use a travel advisor to book their trips in 2025. Travel advisors are highly valued for their destination expertise and the assistance they provide during unforeseen events. Notably, travelers aged 35 and younger place particular importance on the expertise of travel advisors, particularly when it comes to navigating complex travel situations and saving planning time.
Luxury Travel and Travel Advisors:
More than half of luxury and ultra-luxury travelers expressed their intent to use a travel advisor in 2025. These discerning travelers highly value the services of skilled professionals who possess in-depth knowledge of vacation destinations and understand their travel preferences. Luxury travelers are more likely to rely on travel advisors for inspiration and assistance in vacation planning. Additionally, rest and relaxation are top priorities for luxury travelers, who also show increased interest in luxury upgrades for tours and cruises.
“Our latest Internova Index points to a bright future for the travel industry in 2025,” said Henry Gilroy, Senior Vice President, Strategic Development, at Internova Travel Group, one of the world’s largest travel services companies. “Americans are eager to take vacations that offer a break from their everyday routine, that give them a chance to relax, explore and enjoy new experiences. I’m pleased that so many consumers see the value of using a travel advisor to help them plan their journey.”
Travel: Hot Destinations
Younger travelers tend to favor domestic locations, with a growing interest in wellness or adventure travel. Conversely, older travelers are more inclined to embark on long-haul trips and traditional tours. Cruises remain popular across all age groups, with their appeal increasing as travelers age. Among international destinations, Mexico maintains its position as the top choice, while Florida ranks highest for domestic packages, and California for air/hotel bookings.
Emerging Destinations:
Europe remains the most popular destination for ultra-luxury travelers, with the United Kingdom, France, and Italy leading the pack. However, there is a growing interest in other regions, particularly South America and Asia, which have experienced a significant 200 percent growth in the past year. Chile emerges as the fastest-growing destination, followed by Cambodia and China, indicating a willingness among post-pandemic travelers to explore lesser-known destinations. While Europe is favored for relaxation, South America is increasingly sought after for its sightseeing opportunities.
Travel and LGBTQ+ Travelers
The survey also sheds light on the travel preferences of LGBTQ+ travelers, who exhibit distinct choices compared to the average traveler. They are approximately 10 percent more likely to choose Hawaii and Europe for their vacations. Additionally, LGBTQ+ travelers are twice as likely to travel alone, emphasizing their independence and desire for self-exploration.
Travel Trends and Specialty Travel
The Internova Index also revealed that around 60 percent of young and luxury travelers have a keen interest in theme-based activities. These activities include wellness experiences like spa treatments and massages, culinary explorations of local food cultures, and adventure activities such as hiking, scuba diving, and cycling.
The Internova Index provides valuable insights into the evolving travel trends and preferences among North American consumers. With a resurgence in international travel, the importance of travel advisors is expected to grow, particularly among luxury travelers planning longer trips. The survey also highlights shifting destination preferences among different age groups, with emerging regions such as South America and Asia gaining popularity. Agencies can use this information to better meet the diverse needs of travelers and address their most pressing challenges.
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