July 11, 2025

Travel Trends 2025: What Destinations Need to Prioritize Now

As the global travel industry continues its rapid evolution, Destination Management Organizations (DMOs) are being called to adapt—quickly and strategically. Tomorrow’s travelers are digitally connected and value-driven, and expect experiences that feel both personalized and purposeful. For destinations, keeping pace means rethinking how, where, and why travelers engage.

These insights are drawn from Amadeus’ recent Travel Dreams research, which surveyed 6,000 travelers across nine markets. The findings reveal key shifts in traveler behavior and expectations—offering valuable guidance for DMOs seeking to create stronger, more lasting connections with today’s audience.

Here are five trends to watch in 2025, along with practical actions to help destination brands respond with confidence.

1. Social and Immersive Content Define the Inspiration Phase

Inspiration is increasingly digital—and social platforms are now central to how travelers discover new destinations. While traditional word-of-mouth still holds influence, digital channels now set the pace for early engagement.

  • 33% of travelers now cite social media ads as a source of inspiration (up from 23% five years ago)
  • 45% of Gen Z travelers rely on social platforms to guide their decision-making
  • Influencer-driven content has increased in impact, growing from 20% to 29%

Takeaway for DMOs:
A robust content strategy is no longer optional. High-quality visuals, video storytelling, and influencer collaborations are essential to reaching and engaging digital-first travelers. Consider how immersive content can spark interest while reinforcing your destination’s unique value.

2. Natural Beauty Still Inspires—But Storytelling Matters More Than Ever

The appeal of scenic landscapes remains strong, with 60% of travelers across generations citing natural beauty as their top motivator. Culinary and cultural experiences also rank high in decision-making.

However, expectations are evolving. Travelers want to connect emotionally with what they see—meaning the “why” behind the beauty is just as important as the visual itself.

Takeaway for DMOs:
Visuals should reflect authenticity and evoke a strong sense of place. Digital storytelling should highlight not only the aesthetics, but also the cultural richness and local narratives that make your destination distinct.

3. Virtual Experiences Are Gaining Ground in the Booking Journey

Virtual content is increasingly shaping traveler’s confidence—especially for long-haul trips, group travel, or when accessibility considerations come into play.

  • 70% of global travelers say they are likely to explore a destination virtually before booking
  • In India and China, interest in virtual experiences reaches 86% and 85%, respectively

Takeaway for DMOs:
Virtual previews reduce uncertainty and help travelers visualize their experience before they arrive. Consider offering 360° videos, virtual tours of key attractions, or augmented-reality overlays that bring destination highlights to life.

4. Safety and Sustainability Have Become Non-Negotiables

Concerns around personal safety and environmental impact continue to grow. Travelers today are more selective, often prioritizing destinations that align with their values.

  • 58% of travelers say safety is more important today than five years ago
  • 25% now prioritize access to hybrid or electric vehicles when renting cars
  • Responsible travel is particularly important to younger travelers and those in emerging markets

Takeaway for DMOs:
Promote your destination’s efforts around sustainability across all communication channels. Highlight clean transportation options, community-focused initiatives, and eco-friendly accommodations to build trust with socially conscious travelers.

5. Personalization Must Be Data-Driven—and Human-Centered

As expectations for personalized experiences rise, travelers are becoming more willing to share information—provided there is a clear benefit.

  • 52% are open to sharing personal information in exchange for tailored offers
  • 66% of business travelers seek personalized experiences
  • 50% of leisure travelers want accommodations to recognize and respond to their preferences

Takeaway for DMOs:
The opportunity lies in thoughtful collaboration. Work closely with local hospitality partners to align messaging, offers, and experiences. When personalization is delivered with relevance and empathy, it enhances the entire travel journey—from discovery to return.

Looking Ahead: Designing the Future Destination Experience

The role of DMOs is evolving. In 2025, destination success will be defined by the ability to deliver compelling, connected, and values-aligned experiences at every stage of the journey.

At Amadeus, we believe the most successful destination brands will be those that blend digital innovation with human connection. Understanding traveler behavior and intent through data is key for destinations to plan and align their strategies with what travelers truly seek. 

For information on recent travel trends in your region, click here to explore the insights.