Travel consumer behaviour and market trends in 2025 show a clear shift towards more intentional, self-directed travel planning with a strong influence from digital and social media channels. Key insights include:
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DIY Travel Planning: Nearly two-thirds of travellers now prefer to organise their trips independently, with only about 10% relying on travel agencies or platforms. This reflects a desire for greater control, convenience, and alignment with personal interests and budgets.
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Digital Influence: Social media and online platforms are primary sources of travel inspiration, helping consumers discover destinations and experiences that match their values, such as relaxation, adventure, or cultural immersion. Word of mouth and online media also play significant roles.
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Cost Sensitivity: Flights and accommodation remain the top cost factors influencing destination choice, followed by activities. Budget considerations heavily shape travel decisions, including lodging preferences between hotels and alternative stays.
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Experience Preferences: Travellers increasingly seek unique, authentic experiences over traditional tourist attractions. Popular activities include food exploration, cultural experiences, and immersive art, with preferences varying by age and trip purpose. Shared experiences, such as communal dining or attending sporting events, are also valued.
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Market Growth and Personalisation: The travel and tourism market is growing, with rising user penetration and revenue per user. There is a trend towards personalised travel experiences that offer deeper cultural connections and off-the-beaten-path destinations.
In summary, travel consumers in 2025 are more digitally savvy, budget-conscious, and experience-driven, favouring self-planned trips that offer authenticity and personal relevance. Travel brands and operators need to adapt by providing flexible, digitally accessible options and highlighting unique, culturally rich experiences.
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