British Airways Holidays has today unveiled its annual Travel Trends Report.
Produced in association with Globetrender, the 2025 report combines independent research, customer surveys and analysis of BA Holidays’ booking data to reveal shifting patterns in how UK holidaymakers are planning their 2025 getaways.
Social media-driven food discoveries and indulging in hobbies or learning new skills on holiday are among the five travel trends identified in the new report, available to download for free here.
Andrew Flintham, managing director of British Airways Holidays, says: “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.”
A key driver for travel in 2025 is “Taste Hunting,” with 41% of UK adults who holiday saying they’ve been inspired by social media to try specific restaurants or food items abroad. This trend spans generations, with one in five travellers aged over 55 reporting similar influences.
The report also highlights “Paperback-Packers”, which celebrates the timeless pleasure of reading while travelling – whether diving into an airport novel, savouring a beach read or enjoying a book over dinner. BA data shows that a significant 90% of UK adults read more on holiday and 56% of leisure readers buying books at airports.
Traditional all-inclusive holidays are also also making a comeback, winning over younger generations craving effortless, stress-free escapes at a pre-determined price point. Notably, 42% of customers say they “only want to eat, drink and lie in the sun.”
“Trip Collectives” has emerged as another trend, with 71% of adults planning 2025 holidays looking to synchronise their dates with friends or family. This is joined by a rise in “Trivial Pursuits”, which underscores the number of UK travellers likely to book a hotel or resort specifically for its activities, experiences or sports facilities.
While 70% of customers say they “like to come back from holiday having learnt something new”, the research shows a generational divide in holiday preferences, with 71% of UK adults aged 18-24 prioritising holidays that incorporate their hobbies and interests, compared to 31% of those aged over 55.
Jenny Southan, editor, founder and CEO of Globetrender, says: “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 report’s 2025 “Hotlist”, showcasing the January Sale’s most searched for destinations, also 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 The White Lotus to our screens.
New York, Dubai and Barbados were the most searched holiday destinations during the January Sale, while Agadir leads the emerging destinations with a 308% increase in searches, followed by Abu Dhabi at 94%.
