Top 10 Travel Trends for 2025: The Fastest&growing Traveler Segments and How Hotels Can Attract Them

The travel industry evolves fast, and so do people’s travel habits and preferences.

Whether you run a 50-room hotel or a cozy B&B, staying on top of travel trends can only benefit your property. It allows you to perfect your marketing strategy, attract more guests and enhance their experience.

In 2025, overall travel trends are leaning toward immersive, experience-driven stays that are preferably sustainable. Guests are no longer just looking for a place to sleep – they’re searching for authentic, meaningful moments and total experiences.

In this article, we’ll explore ten popular types of tourism for 2025 and offer concrete ways to attract each of these traveler types. While you can’t please everyone, there’s a good chance that one or a few of these segments align perfectly with your property’s characteristics.

What are traveler segments?

Travel segments are related to the various forms of travel, like ecotourism, solo travel, wellness tourism, and so on. These tourism types can be distinguished by the main motivation of the traveler and the activities or experiences they seek to engage in during their trip.

Each traveler type has its own travel purpose and preferences, which influence their choice of destination, services and accommodation type. Knowing your target segments allows you to attract more guests and offer tailored experiences to enhance satisfaction.

Why attracting diverse traveler segments is a smart strategy

One of the biggest strengths of independent hotels is the freedom to shift focus and specialize. Unlike large chains, you’re not bound by rigid brand standards – meaning you can craft unique, highly personalized stays.

Whether you’re appealing to remote workers, solo travelers or wellness seekers, this ability to tailor your offering gives you a distinct competitive advantage.

Targeting specific tourism segments allows for:

• More effective marketing: Craft messages that speak directly to specific guest types, making them extra convincing.

• Stronger brand identity: Stand out in a crowded market by positioning yourself as the go-to option for a certain kind of traveler.

• Optimized revenue: Tailored packages, extras and complete experiences justify higher pricing, boosting your earnings per available room.

• Steady occupancy rates: A flexible, diversified targeting strategy helps you generate bookings year-round.

• Enhanced guest satisfaction: Today’s hotel guests appreciate experience-rich stays and custom perks, which can lead to positive reviews, repeat bookings and referrals.

Catering to certain types of tourists doesn’t mean you have to compromise your entire identity or ban other guest segments from your property. Instead, use the tips in this blog to strengthen your core positioning while also expanding your reach and appeal.

1. Sustainable travel and ecotourism

An increasingly large proportion of travelers choose sustainable options when making travel plans, driven by growing awareness and concerns around climate change. Eco-conscious Gen Z and Millennials, especially, are leading the way to sustainable tourism. The aim is to minimize the negative impact of tourism on the environment and the destination itself. 

On the other side of this trend, accommodations are according to Accor. 

These so-called digital nomads are using paid leave more creatively to stay abroad for weeks or months on end. Employers have become much more flexible and even organize workations as a form of team building to bolster job satisfaction. Many countries now issue digital nomad visas in response to this trend.

This new form of travel allows families to combine work schedules with school holidays and reduces vacation guilt for individuals wanting to enjoy a break without neglecting their career. Characterized by a longer Length of Stay (LOS), bleisure travelers are an interesting segment to fill rooms for extended periods, driving up your profit margins.

A good workation requires two elements: a worthwhile travel destination and accommodation equipped for working remotely. These trips can take the form of split-day routines – working in the mornings and unwinding in the afternoons – or extend a business trip into a leisure stay. 

What these travelers are looking for:

• Fast and stable internet

• Quiet yet inviting workspaces

• Coworking spaces and meeting rooms

• Wellness activities

• Easy access to nice outdoor areas

How to attract these travelers:

• Work with OTAs that focus on corporate (group) bookings (e.g., TravelPerk, HRS) and offer business rates on your own website.

• Provide reliable, high-speed internet across your property, with both WiFi and wired connections.

• Highlight key amenities on your website and booking channels: fast Wi-Fi, well-equipped workspaces and outdoor areas.

• Offer workation rate plans and “Digital Nomad” or “Work-From-Hotel” packages that include discounted long-term stays or group bookings, (co)working facilities, room service for lunch and spa/gym access. You can even offer an in-room computer monitor as a valuable add-on.

• Market “Work + Play” packages including off-site activities in the afternoon, like a guided tour or museum visit.

• Do you want to save your weekends for other guest types? Create attractive weekday specials to encourage midweek bookings.

• Create guides or blogs: “Why remote workers love [your destination]” or “How to work remotely from our location.”

3. Solo travel

Solo travel used to be a niche for adventurers looking for one-of-a-kind experiences, but it has grown into a true movement in 2025. Solo travelers aren’t waiting for the perfect travel companion, they’re embracing the freedom, spontaneity and empowerment that comes with exploring the world solo.

Content creators on social media play a big role in the boom of this traveler type, inspiring travelers through TikTok videos and Instagram reels. Solo travel has become increasingly popular with women too, thanks to safety tips and destination recommendations from influencers.

What these travelers are looking for:

• Local experiences that feel authentic, but are fun to do on your own

• Accommodations that offer a sense of security

• Accommodations with shared spaces where travelers can connect

• Opportunities to meet people without having to book group trips or activities (e.g. communal breakfast)

• Flexible bookings

• Budget-friendly rates without single supplement fees

How to attract these travelers:

• Offer solo-focused rate plans that don’t charge extra for single occupancy.

• Create and promote “Self-Love” packages that cater specifically to solo travelers (e.g. including welcome gift, spa treatment, personalized local guide etc.).

• Organize and advertise group activities and events where like-minded guests can meet each other (e.g., group dinners or tastings, workshops, guided walks, trivia nights etc.).

• Highlight any solo-friendly facilities (either on site or nearby) on your website and other channels.

• Provide safety tips and solo itineraries that include guest reviews and guest experiences.

• Share solo travel tips and recommendations on social media or via other campaigns, highlighting why your accommodation is the ideal option for these travelers.

• Dedicate a section on your website (or a package description page) to solo travel where you can highlight interesting amenities and experiences for this segment.

• Convey a sense of safety, warmth and reassurance in your communications and photos.

• Present yourself as an always-available host or team that is ready to provide local insights and recommendations.

4. Agritourism and rural escapes

As the world gets louder, faster, and more digitally connected, more travelers are turning to the countryside to disconnect. This type of tourism emphasizes sustainability and connection with nature. Whether it’s a weekend on a vineyard or a stay in a restored farmhouse, agritourism and rural escapes offer something that’s extremely rare nowadays: peace and quiet.

Agritourists aren’t just escaping the city, they’re actively seeking authentic, grounded and hands-on experiences. They are eager to participate in farm activities, enjoy fresh, farm-to-table meals and seek to gain insight into rural traditions and lifestyles. It’s about finding meaning in the rhythm of rural life, supporting local producers and recharging.

5. Coolcations

Countries like Iceland, Scotland, Finland and parts of Canada are rising in popularity thanks to their naturally cooler summers. With more and more record-breaking heat waves over the last couple of years, Google Trends showed a 7. Pop-culture tourism

Famous filming locations have always been tourist hotspots, but in recent years this trend has expanded to music events and other pop culture references. 9. Hyper-local tourism

• Don’t just list your property on Booking.com and Expedia. Work with local booking platforms and OTAs that focus on unique properties (e.g., Historic Hotels) or specific experiences.

• Dedicate a section of your website to local events, hidden-gem attractions and cultural activities, and promote them on social media. Create “Local Adventure”  packages that include these added experiences.

• Engage in partnerships to offer breakfast, tastings or cooking classes featuring local specialties.

• Collaborate with local tourism boards and micro-influencers.

• Promote seasonal events, like festivals, food fairs or art walks.

• Curate itineraries with catchy titles like “How to spend 48 hours in [your city]” or “10 hidden gems in [your city] that you probably haven’t heard of”.

• These travelers often book last minute and via mobile – inspired by social media posts and travel bloggers. Ensure Evolve with travel trends to stay ahead

  As travel continues to evolve, hotels that adapt to emerging trends can capture more bookings and unlock greater revenue potential. 

  By identifying the traveler segments that match your property and tailoring your offerings accordingly, you can boost visibility, elevate guest satisfaction, gain a competitive edge and improve your bottom line. 

  Whether you run a large independent hotel or small B&B, Lighthouse equips you with the data insights and automation tools you need to capitalize on the latest travel trends. Our Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

  Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.

  This article originally appeared on Lighthouse.