Top travel trends for 2025 revealed at luxury summit
Dr. Antonia Ward spoke to over 150 agents and suppliers at TTG Day of Luxury about the changing trends in the luxury travel scene.
Dr. Antonia Ward, chief futurist at Stylus, has revealed a number of key trends that are changing the landscape of luxury travel.
Speaking at TTG Day of Luxury in the The Kimpton Viceroy in London on Thursday, the forecasting expert detailed a number of societal changes that are transforming both the future of leisure and luxury travel.
Ward rounded up the top consumer trends that are evolving the hospitality industry, in the hope of “helping brands respond to the needs and desires of their clients.”
The New Age Appropriate
A rise in role models for active ageing has changed how people travel, with influencers like Joani Johnson, 67, promoting a new way of spending your later years.
Ward explains that 30% of Americans over 50 are already single, which has led to a rise in speed dating for older adults and a surge in matchmaker services. Meanwhile, Gen Z are “channelling their desire for slower, restorative experiences”, such as birdwatching, lawn bowling and golf.
Adult Play
There has also been an increased demand for playful activities for adults, with many travellers “embracing the childlike joy and curiosity that they’ve become disconnected from.”
Experiences like wacky workouts (think laughter yoga) and euphoric crafts are on the rise, as expressive gyms and spas with artistic installations. The fast-growing popularity of gaming, an industry which generated $460 billion in revenue last year, has also led to a demand for adults-only urban theme parks such as the Play Playground Luxor in Las Vegas.
Wellness for Weight Loss
The wellness space is fast being influenced by the “Ozempic Effect,” which refers to the social, physical and mental impact of taking the weight-loss drug.
“Affluent consumers who navigate lifestyle shifts will be looking to take a holiday from Ozempic as they travel,” Ward explains. “Equinox has introduced weight loss programs for people on such medications. Future-forward foods and spa offerings are also being tailored to guests using these medications; think smaller portions, lighter meals, less heavy meat.”
Circadian socialising
Circadian socialising is also on the rise, with more people reporting going to bed earlier to bank more shuteye.
“We’re obsessed with sleep, and Gen Z appears to be more likely than older generations to prioritise this. The average bedtime is getting earlier, and that changes socialising. We’re seeing sleep conscious socialising. This looks like earlier dance parties, weddings shifting earlier, brands like The Hilton organising overnight sleep concerts.
“Discerning travellers expect enhanced offerings on every step of their journey. “We’re talking about advanced lighting systems on ultra-long flights, and looking to the cosmos to inspire wellbeing programs.”
Coolcations
Ward said that the demand for coolcations is continuing to grow, with destinations like Scandinavia and the Alps becoming increasingly popular for both summer and winter breaks.
“Expect to hear more people talking about the Nordic Riviera in the coming year, as well as the Western Balkans, such as Albania, Bosnia and Montenegro.”
Souvenir status
Luxury travellers are also increasingly looking for special keepsakes for both themselves and their loved ones which cannot be replicated at Duty-Free.
“Suppliers are elevating merchandise for luxury consumers, teaming up with high-end brands to offer perks like dog bathrobes and limited edition handbags that can only be purchased in the hotel’s gift shop,” Ward says. Tattoo artists, such as Eva Karabudak, who have social media followings are also working with hotels like The Standard in New York.
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