British Airways Reveals 2025 Travel Trends
From viral food trends to literary escapes and must-visit destinations, British Airways Holidays reveals how UK travellers will explore in 2025.
British Airways Holidays has released its much-anticipated 2025 Travel Trends Report, revealing the latest insights into how UK travellers are shaping their holidays. The report showcases a surge in destination interest, the impact of social media on travel choices, and the return of traditional holiday styles.
Social Media and Culinary Exploration: The Rise of 'Taste Hunting'
Social media continues to influence how and where people travel, with 41% of UK holidaymakers admitting they have been inspired to try a particular restaurant or food item abroad after seeing it online.
Interestingly, this trend is not limited to younger generations; one in five travellers aged 55 and over also reported feeling motivated by digital platforms to explore global gastronomy.
This phenomenon, dubbed “Taste Hunting,” signals a shift from fine dining towards immersive, social media-driven food experiences. From viral street food to hyper-local delicacies, travellers are curating entire itineraries around must-try dishes, transforming mealtime into an adventure.
The Literary Getaway: 'Paperback-Packers' Make a Comeback
For many, holidays offer the perfect escape, not just physically but mentally. The report highlights that 90% of UK travellers who read more on holiday than at home are more likely to complete a book while away.
More than half (56%) of leisure readers purchase books at the airport, suggesting a renewed appreciation for the tangible pleasure of a paperback. Whether it’s a thriller on the beach or a literary classic in a Parisian café, books remain an essential travel companion.
A Shift in Holiday Priorities: Learning, Relaxation, and Group Travel
The research also highlights the growing preference for experience-based holidays. While 71% of UK adults aged 18-24 prioritise incorporating hobbies and interests into their trips, only 31% of those over 55 feel the same way.
This shift aligns with the rise of “Trivial Pursuits,” where 70% of British Airways Holidays customers say they enjoy returning from a holiday having learnt something new. From pottery workshops in Portugal to beekeeping in the Alps, immersive learning is set to define many trips in 2025.
Meanwhile, all-inclusive holidays, once seen as a thing of the past, are making a strong resurgence. Dubbed “Trad Holidays,” pre-packaged, stress-free trips are proving popular, especially among younger travellers. With 42% of respondents stating they want nothing more than to eat, drink, and relax in the sun, the demand for hassle-free, all-inclusive options is increasing.
Additionally, “Trip Collectives” are redefining group travel. Rather than traditional group bookings, this trend sees individuals, couples, or families making separate reservations but coordinating their stays at the same destination.
The report reveals that 71% of adults planning a holiday in 2025 aim to synchronise dates with friends or family, illustrating a strong desire for communal yet independent travel experiences.
Top Destinations: Where Are Travellers Headed in 2025?
British Airways Holidays has also identified the most sought-after destinations for 2025. This year’s “Hotlist” of most searched-for holiday package locations includes:
- New York
- Dubai
- Barbados
- Cancun
- Tenerife
- Orlando
- Maldives
- Mauritius
- St Lucia
- Malta
Malta’s inclusion is particularly noteworthy, having moved from last year’s ‘Rising Stars’ category to the top 10 most-searched destinations, proving its growing appeal. Meanwhile, Koh Samui saw a 38% increase in interest, potentially fuelled by the return of a popular TV show set in the Thai hotspot.
Emerging Destinations: The ‘Rising Stars’ of 2025
The report also identifies eight destinations experiencing a surge in popularity:
- Agadir (+308%)
- Abu Dhabi (+94%)
- Crete (+44%)
- Koh Samui (+38%)
- Gibraltar (+17%)
- Nashville (+17%)
- Kos (+16%)
- Qatar (+16%)
Andrew Flintham, Managing Director of British Airways Holidays, commented on the findings:
“Our third annual report provides some impressive insight on how UK consumers are looking to travel. Not only are they looking for new ways to optimise their time away, but there is a clear trend in travellers embracing traditional holiday elements with the likes of all-inclusive. With 43% of UK adults who go on holiday agreeing that the idea of organising all the components of a holiday made them feel stressed, it is clear that there is a strong demand, now more than ever, for our holiday packages. At British Airways Holidays, it’s at our core to provide our customers with everything they need to make their time away unforgettable and to alleviate the stress of planning, so they can kick back and take their holidays seriously.”
Looking Ahead: Travel in 2025 and Beyond
The insights provided in this year’s report, compiled in partnership with travel trend forecasting agency Globetrender, indicate that 2025 will be defined by a mix of nostalgia, curiosity, and self-discovery.
Whether it’s the thrill of discovering a viral dish, the joy of losing oneself in a book, or the relaxation of an all-inclusive retreat, British Airways Holidays is at the forefront of shaping the way UK travellers experience the world.
As travel continues to evolve, one thing is certain: holidaymakers are seeking more than just a getaway; they are curating deeply personal and meaningful experiences. With these trends in mind, 2025 promises to be a year of dynamic and diverse travel adventures.
