by Lacey Pfalz
Last updated: 10:50 AM ET, Tue November 26, 2024
The Global Hotel Alliance (GHA), which is the world’s largest alliance of independent hotel brands, has released new data on what are the biggest travel trends of its GHA DISCOVERY members, and where they’re expected to go in 2025.
Ninety-nine percent of travelers are planning leisure getaways next year, with 93 percent planning to travel internationally. While travelers are still expecting to travel six times next year, which is about the same rate as in 2024, business travel has increased 13 percent.
According to its members, Japan and Thailand remain the top two most popular destinations for a second year in a row. China, thanks to its reopening, has made it to the third most popular spot for 2025. Other popular destinations include Spain, Australia, New Zealand and Italy.
American travelers are planning trips across Europe, North America and the Caribbean next year, with more Americans planning domestic business travel trips than last year.
The Trends: Relaxation, Groups and Loyalty Rewards
Seventy-two percent of travelers are prioritizing relaxation and relaxing travel activities next year, over and above last year’s explorative focus. Travelers, once again strapped for cash due to inflation and hoping to make the most of their trips, desire activities and experiences that allow them to relax, explore new destinations and cultures (62 percent) and escape everyday life (46 percent).
Travelers are also hoping to get inspiration for their next trips from their friends and family: 43 percent of GHA DISCOVERY members rely on recommendations from trusted sources, and it’s expected that this trend will continue into 2025.
Additionally, travelers are more than ever relying on loyalty programs to save money and search for things like accommodations. Thirty-five percent of members use the loyalty sites to search for hotels, with travelers from some regions, like China, relying on it even more. Loyalty programs and OTAs are expected to be more popular as travelers try to get the best quality accommodation for the best price.
“2025 promises to be a year of exploration, with destinations like Japan, Thailand, UAE and Italy continuing to captivate our members, alongside new favourites like New Zealand, and Vietnam,” said Kristi Gole, Executive Vice President of Strategy at GHA. “As business travel continues its long recovery and longer leisure stays take centre stage, we’re seeing a clear shift towards blending work and relaxation. And with loyalty programmes increasingly influencing choice, we are in a prime position at GHA to help our members make the most of their travels across these sought-after destinations.”
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