Published on October 17, 2025
Omio, the global leader in multi-modal travel booking, has unveiled its annual NowNext ’25 Report, providing an in-depth look into how the future of travel is evolving. As the world continues to recover from the pandemic, a new era of intentional travel is emerging, driven by emotional motivations and conscious decision-making. The report, based on a comprehensive survey conducted by YouGov, highlights the shifting preferences of global travelers and the growing need for more deliberate and meaningful travel experiences. This year’s report paints a vivid picture of how the travel industry is set to thrive in 2026, focusing on the latest trends, travel types, and changing demands among consumers across key regions such as Europe, the US, Brazil, and Asia-Pacific.
The findings reveal that global travelers are increasingly motivated by purpose, value, and conscious planning. Among the most prominent trends identified are the rise of budget-conscious travel, a growing preference for local European destinations, the return of seaside holidays, and the pursuit of more sustainable travel options. The NowNext ’25 report also introduces several new traveler types such as the “Travel Thrifties” and “Generation Zealous”, who prioritize both affordability and authenticity in their travel experiences.

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In the upcoming year, travel will no longer be solely driven by spontaneous escapism but will increasingly be shaped by intentional decisions and a desire to embrace a more sustainable and well-planned approach. As consumers shift their focus to find the best deals, reduce their carbon footprints, and choose destinations that offer authentic cultural experiences, the NowNext ’25 report provides a valuable roadmap for understanding the future of travel in a post-pandemic world.

Key Travel Trends and Insights from Omio’s NowNext 2025 Report

• Worldwide Woe: Global events, including economic uncertainty and geopolitical issues, are influencing travel decisions, with 69% of travelers saying these factors will impact their plans.
• Travel Thrifties: A new breed of traveler focused on budget-friendly choices, prioritizing travel over non-essential spending, and seeking off-season deals.
• Love EU More: European travelers are staying local, with over 50% planning to book holidays within Europe, signaling a strong preference for regional destinations.
• World of Mouth: Social media is no longer the primary travel inspiration. Most people now prefer recommendations from past trips (42%) or word-of-mouth (39%).
• Beach Please: Seaside vacations are making a comeback, as 46% of travelers seek relaxing beach holidays, with a strong desire for wellness and self-care experiences.
• Overtourism & Out: Sustainable travel is gaining traction, with travelers focusing on supporting local businesses and exploring less-crowded, under-the-radar destinations.
• Capital Losses: A growing trend of avoiding crowded capital cities in favor of lesser-known destinations that offer unique attractions and lower prices.
• Generation Zealous: Gen Z is embracing smart travel, planning ahead, and opting for environmentally friendly transport options, alongside longer trips and more conscious spending.

Worldwide Woe: Global Events Impact Travel Planning

The NowNext ’25 report reveals that 69% of travelers acknowledge the influence of global events on their travel plans. Economic instability, political turmoil, and environmental issues have created a more cautious and thoughtful approach to travel. However, despite these challenges, travel intent remains strong. Among those who plan to take a holiday in the next year, 30% are eager to travel more than before, demonstrating that the desire to explore the world remains unshaken.

While rising living costs have made frequent travel more challenging, travelers are finding ways to make it happen. Many are prioritizing travel over other non-essential spending, such as dining out or luxury goods. The emergence of the “Travel Thrifties” is a testament to this shift, as budget-conscious travelers focus on finding the best deals, booking in advance, and opting for flexible travel options to accommodate their needs.

Love EU More: The Rise of Regional Travel

As the world continues to embrace travel within their regions, Europe remains the top choice for many, especially for European travelers. Despite the challenges posed by rising costs, travelers within the continent are opting for nearby destinations. Notably, 56% of UK travelers intend to holiday in Europe next year, while Germans (45%), Italians (42%), and Spaniards (42%) also plan to explore their own continent more.

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This trend is driven by a combination of convenience, affordability, and a desire to experience the rich cultural heritage that Europe offers. Local travel is expected to grow significantly in 2026, as travelers seek to connect with their own cultures while avoiding the crowds and higher costs associated with long-haul destinations.

World of Mouth: Travelers Seek Authentic Inspiration

Gone are the days when social media influencers dictated where we should travel. The NowNext ’25 report highlights that word-of-mouth recommendations (39%) and personal experiences (42%) are now the most influential factors in deciding where to go. Social media, while still influential for 29% of travelers, is no longer the dominant force it once was. In fact, 23% of travelers are now inspired by travel experiences shared on TV shows and films, marking the rise of screen-driven tourism.
This shift reflects a deeper desire for authenticity and personal connections in travel, as people seek meaningful experiences over Instagram-worthy backdrops. The growing influence of past trips and local recommendations underscores a return to more traditional, less commercialized ways of travel planning.

Beach Please: The Return of Seaside Holidays

As the world emerges from the pandemic, travelers are shifting from high-energy city breaks and adventure-packed vacations to more relaxing, mindful getaways. The beach holiday is making a strong comeback, with 46% of travelers seeking beach or seaside vacations in the next 12 months. In addition to rest and relaxation, 51% of travelers are looking for opportunities to recharge mentally and physically, turning to destinations that offer wellness and self-care experiences.
This trend is particularly strong among solo travelers (20%) and those looking to take time for self-reflection (18%). The rise of wellness tourism is being driven by an increasing awareness of mental health and well-being, with beach destinations offering a perfect escape from the hustle and bustle of everyday life.

Overtourism & Out: Exploring Undiscovered Destinations

The rise of sustainable travel is encouraging travelers to venture off the beaten path and explore under-the-radar destinations. Rather than choosing popular hotspots, 32% of travelers are now opting for less crowded, more unique locations. This is especially true for Italians (41%) and Spaniards (39%), who are increasingly seeking to avoid the crowds that have plagued their favorite destinations in recent years.
Support for local businesses (25%) and the embrace of regional cultures (38%) are becoming more important to travelers, highlighting a growing desire for authentic experiences that support the communities they visit. This trend reflects a shift toward more sustainable and responsible travel, as people seek to reduce their environmental impact while also discovering new places that offer a more personal connection.

Capital Losses: Lesser-Known Destinations Take the Lead

The report shows that capital cities are losing some of their appeal, with 21% of travelers intending to explore smaller destinations next year. These travelers are drawn to lower prices (51%), fewer crowds (44%), and unique cultural experiences (40%) offered by second cities and lesser-known destinations. This trend is evident in the rise of bookings to second cities, which have increased by 34% compared to last year.
Destinations like Porto, Valencia, and Munich are gaining popularity as tourists look for affordable yet culturally rich alternatives to London, Paris, and Berlin. These cities offer a more relaxed and intimate travel experience, providing a break from the hectic pace of major tourist hubs.

Generation Zealous: The Future of Travel

Gen Z is redefining the travel landscape with their smart, environmentally conscious approach to vacations. This generation is not only planning their trips ahead of time (31%) but is also focused on sustainable travel choices, including opting for eco-friendly transport (23%) and choosing destinations that align with their values.
While they are eager to travel more often (34%) and for longer periods (26%), Gen Z also demands more flexibility and value in their travel experiences. Their influence on the travel industry is set to grow in 2026 as they continue to seek meaningful, authentic, and sustainable travel options.

Conclusion: A New Era of Intentional Travel

Omio’s NowNext ’25 report signals the dawn of a new era of intentional travel, where planning, sustainability, and authenticity are key drivers. As the world of travel continues to evolve, it is clear that travelers are prioritizing experiences that are meaningful, conscious, and impactful. Whether it’s seeking off-the-beaten-path destinations, embracing wellness and self-care, or making smarter choices for the environment, travelers are more empowered than ever to craft journeys that reflect their values and desires.
Key Takeaways:

• Travelers are increasingly seeking authentic experiences over conventional tourist destinations.
• Sustainable travel practices are shaping future travel decisions.
• Generation Z is leading the way in conscious travel with a focus on planning, eco-friendly options, and longer stays.
• Europe remains a top choice for travelers, with a growing preference for local European destinations.

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Tags: Australia, germany, Italy, japan, spain

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