This is just an info notification message.
This is just an error notification message.
This is just a warning notification message.
This is just a success notification message.
British Airways Holidays launches 2025 Travel Trends Report: revealing social media-fuelled culinary treasure hunts, the burning desire for literary escapism, and the destinations its customers want to travel to this year.
Findings include a 38% rise in interest for Koh Samui holidays1 during the January Sale, plus social media-fuelling travel behaviour, with 41% of UK adults who go on holiday say they have been inspired by social media to try a particular restaurant or food item abroad. Interestingly, of those aged 55+, 1 in 5 say they feel inspired too.2
Meanwhile, 71% of UK adults aged 18-24 and 68% of those aged 25-34 who go on holiday felt it is important that a holiday incorporates a chance to practice or pursue their hobbies/interests. While only 31% of those aged 55+ felt the same.2
90% of UK adults who read more on holiday versus at home are more likely to read a complete book on holiday versus normal daily life.2
Tuesday 18 February 2025: British Airways Holidays today unveils its 2025 Travel Trends Report, identifying the most searched for holiday destinations, as well as how travellers are choosing to curate their holidays in new and exciting ways, with social media driving booking patterns and customers now forming “Trip Collectives”.
The report’s 2025 ‘Hotlist’, showcasing the January Sale’s most searched for destinations, confirms a key prediction from last year’s Travel Trends Report, with Malta moving from the ‘Rising Stars’ category to now being one of the most searched for holiday destinations. Meanwhile, Koh Samui has seen a 38% rise in interest compared to last year, a trend that will undoubtably grow, with the return of a popular TV show launching this week.
Rising Stars
Eight destinations that are rising in popularity based on holiday package searches on ba.com during January 2025.1
Agadir +308%
Abu Dhabi +94%
Crete +44%
Koh Samui +38%
Gibraltar +17%
Nashville +17%
Kos +16%
Qatar +16%
January Sale 2025 Hotlist
Most searched holiday package destinations on ba.com in the 2025 January Sale, for travel this year.3
1. New York
2. Dubai
3. Barbados
4. Cancun
5. Tenerife
6. Orlando
7. Maldives
8. Mauritius
9. St Lucia
10. Malta
Combining customer research, analysis of ba.com search data, industry expertise and an external nationwide consumer survey with YouGov Plc, this year's report also unveils a stark contrast of those driven by modern influences, with those desperate to check in and check out, returning to a simpler style of holiday:
Taste Hunting
Eating habits are shifting gears, moving beyond fine-dining into a social media-fuelled treasure hunt. While most UK travellers (69%)2 agree that food is an important factor in choosing their holiday destination, the trend is evolving and holidaymakers are now crafting entire itineraries around viral dishes and local specialities, transforming everyday meals into shareable epicurean adventures. From quirky convenience store snacks to street food sensations, “Taste Hunting” has become the new frontier for culinary explorers.
Paperback-Packers
“Paperback-Packers” celebrates the timeless pleasure of reading while travelling – whether diving into an airport novel, savouring a beach read on your e-reader or enjoying a paperback over dinner. Holidays offer a cherished opportunity for literary escapism and unwinding. While e-readers are convenient, physical books retain a special allure. The 2025 British Airways Holidays/YouGov Plc survey revealed that 56% of respondents who read for leisure buy books at the airport.2
Trivial Pursuits
According to customer research from British Airways Holidays, 70% of customers say they “like to come back from holiday having learnt something new”.4 The 2025 British Airways Holidays/YouGov Plc survey found that 32% of UK travellers who are planning to go on holiday in 2025 are likely to book a hotel or resort specifically for its activities, experiences or sports facilities. Among those aged 18-24, this figure rises to 58%, underlining the growing importance of holidays that align with personal interests.
Trad Holidays
Traditional all-inclusive holidays are making a fully-fledged comeback, with buffets and organised activities winning over younger generations craving effortless, stress-free escapes at a pre-determined price point. According to customer research 42% say they “only want to eat, drink and lie in the sun” when they go on holiday. At the same time, one third (32%) of customers says they like holidays where activities are organised for them.4
Trip Collectives
Whether it’s reuniting with friends, travelling with your “chosen family” for an annual getaway, or pooling parents to share childcare on holiday, a growing portion of travellers are forming “Trip Collectives”. Unlike traditional group travel, where one booking covers everyone, this trend sees individuals, couples or families making separate reservations but co-ordinating stays at the same hotel or resort simultaneously. This growing trend is supported by the January 2025 British Airways Holidays/YouGov Plc survey, which revealed that 71% of adults who plan to go on holiday in 2025, look to synchronise their holiday dates with friends or families.2
Andrew Flintham, Managing Director of British Airways Holidays, said: “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.”
The insights and findings presented in the report drew on research conducted by Globetrender, the UK’s leading travel trend forecasting agency.
Jenny Southan, editor, founder and CEO of Globetrender and author of the report, said: "Travel in 2025 will be defined by a bold mix of nostalgia, curiosity, and self-discovery. From food-obsessed ‘Taste Hunters’ planning entire trips around viral dishes to ‘Paperback-Packers’ rediscovering the joy of reading on holiday, this year’s British Airways Holidays Travel Trends Report 2025, produced in partnership with Globetrender, reveals how travellers are rewriting the rules of exploration. The desire for structured, stress-free escapes is driving the comeback of all-inclusive ‘Trad Holidays,’ while ‘Trivial Pursuits’ shows how people are using travel to deepen their passions—from pottery in Portugal to beekeeping in the Alps. As the travel landscape shifts, brands that embrace these evolving desires will be best positioned for success."
ENDS
1All data is based on holiday package searches on ba.com in the UK from 1 January to 23 January 2025 for 2025 travel dates versus the equivalent period in 2024.
2Figures are from YouGov Plc on behalf of British Airways Holidays. Total sample size was 2,029 adults. Fieldwork was undertaken between 8-9 January 2025. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
3All data is based on holiday package searches on ba.com in the UK from 1 January to 21 January 2025 for 2025 travel dates versus the equivalent period in 2024.
4Customer research figures are from YouGov Plc Profiles. Data is from those customers who stated that they had previously booked and travelled with British Airways Holidays. Data is collected monthly from a nationwide survey. Data referred to was collated on 19 January 2025.
The insights and findings presented in this report draw on research conducted by travel trend forecasting agency Globetrender, on behalf of British Airways Holidays. Globetrender conducted interviews with travel industry experts, (introduced on page 3 of the report) and where referenced, additional fieldwork was undertaken by YouGov Plc, on behalf of British Airways Holidays. Any accompanying data or references are shown in the report sources.
About Globetrender
“We believe the future is knowable”.
Globetrender is the world’s leading travel trend forecasting agency and online magazine dedicated to the future of travel.
Founded by award-winning travel journalist Jenny Southan, Globetrender delivers cutting-edge insights into how people will be travelling in the 21st century, giving professionals the knowledge they need to future-proof their businesses.
Globetrender’s trend reports are read by thousands of travel industry professionals, as well as executives from a wide-variety of multinational corporations looking for insights into the future of travel and consumer behaviour.
Globetrender publishes three newsletters: free weekly Innovation Briefings; a premium product called VOLT, which explores emerging travel trends in depth; and Room Service, which curates visionary luxury hotels.
Other services include: Forecasting & Advisory, Public Speaking, Workshops, Retreats and Branded Content. "Blue Sky Thinking" is a Globetrender's podcast.
About British Airways Holidays
From our selection of more than 10,500 carefully chosen hotels to our dedicated 24-hour support line, we take every element of our customers’ holidays seriously.
Our range of hotels cover 600 locations in 100 countries packaged with British Airways and other airline partner flights. Car hire, in partnership with Avis & Budget, airport transfers and sightseeing experiences can also be booked as part of a package on ba.com, or by calling our destination experts.
Find out more at ba.com/holidays
You can download the full travel report below. 
To download this content you require a password. To get your password contact the press office: press.office@ba.com (for more details see https://mediacentre.britishairways.com/contact)
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
