Independent travel advisers, the Baltic Travel Company, have long been known as a holiday provider of choice. They assist travellers who want unique experiences and help from real people who have visited each destination in person. Over recent months, the firm has noted significant changes in the enquiries it receives.
These include sharp increases in interest in couples-only holidays, upticks in demand for winter holiday escapes over the festive period, and greater requests for ‘traditional’ travel advice, as trust in AI-generated digital brochures and online-only travel agents wanes.
Birthe Nielsen, Managing Director from the Baltic Travel Company says, ‘The vast amounts of information available online have, in many cases, made it feel harder to find the perfect holiday, because of the sheer volume of choice.
However, we’ve seen distinct shifts because guests are wary of poor reviews, can see traveller photos that look very different from glossy ads, and know that there are many instances where travellers believe that they have been mis-sold an expensive holiday package.
One of the most interesting changes we’ve seen as travel professionals is in what many perceive as ‘old-school’ travel services, with 27% of guests now preferring to have a physical holiday brochure.
This trend is more marked in younger adults, because although many use online search for inspiration, and 10% of ‘Gen Z’ travellers born from 1996 onward use AI models to plan their trip itineraries, they are one of the groups that raise the most consistent requests for traditional brochures, or direct advice.’
Another inclination highlighted by the Baltic Travel Company relates to the types of holiday experiences guests want. For many, sweltering summer temperatures in southern Europe, the risks of wildfires and natural disasters, and holiday fatigue from travelling to the same destinations year after year with similar landscapes, packed resorts, and crowded beaches, mean they are looking for something new.
Birthe explains that ‘The biggest change is in Northern Lights and Christmas market breaks, which have become the most popular travel options for those who want to experience culture and heritage, to see the raw beauty of the Arctic scenery, and for whom authenticity matters as much as cost.’
Data comparing the number of respondents actively looking at booking a holiday from November 2023 to March 2024 and the same period from 2024 to 2025 shows that:
City breaks have declined in popularity, from 43.3% to 40.2%, while holidays to see the Northern Lights have increased from 15.6% to 18.4%.
Non-conventional holidays, such as cruises, spa breaks, and winter sports breaks, have all increased in demand by 3.4%, 0.8%, and 0.7%, respectively.
Winter sun holidays involving long-haul travel have remained relatively stable, with 29.1% of participants expressing interest in these packages, compared to 29.3% the previous year. However, Christmas market breaks are reaching similar levels of appeal, with 26.8% of people keen to visit the festive markets in person.
Experiential rather than location-centric holidays have also become substantially more popular. Today’s guests focus on excursions and activities, such as husky sledding, off-road jeep tours, horse riding, and cultural trips, in contrast to the conventional holiday, which was built around spending as much time as possible reclining on a beach or around a pool.
Birthe says ‘Part of this change may be linked to the pandemic, where families, solo travellers and couples spent months, and in some cases years, unable to travel. Now they can, they don’t want to repeat the holidays of the past and wish to spend their valuable time trying new things they’ve never done before.
However, awareness is also a really big factor. We’ve been lucky enough to see the Northern Lights in the UK a handful of times of late. With 18.4% of people considering booking an Aurora package, this could be down to more travellers becoming intrigued by the lights and wanting to see this natural phenomenon in all its glory in the heart of the Arctic.’
The Baltic Travel Company specialises in both curated itineraries and tailor-made holiday packages to destinations off the beaten path, including the Nordics, Scandinavia, Eastern Europe, the Arctic, the Baltic region, and the Balkans.
Its consultants are all well-travelled enthusiasts, and the company has 21 years of experience creating unforgettable holidays, from romantic weekends away to family festive adventures and summer sporting and cycling trips.
Further information about the Baltic Travel Company, including browsable trip package categories, is available on the firm’s website, covering all holiday types and destinations mentioned.
Read more about Baltic Travel Company – Baltic Travel Company Advisers Highlight the Growing Trends of Coolcations to the Nordics
About Baltic Travel Company
We specialise in crafting unique, tailor-made travel experiences that showcase the diverse wonders of Europe and the Baltic region. With over 15 years of experience, our dedicated travel experts are committed to providing exceptional service and unparalleled expertise to ensure your Baltic adventure exceeds your expectations. From cultural city breaks to the inspiring northern lights and breathtaking natural landscapes, our carefully curated itineraries highlight the very best of the Nordic Region, Scandinavia, The Baltic Region, Poland, Slovakia and more. Whether you’re a solo traveler, couple, or group, embark on a journey of discovery with Baltic Travel Company – your ultimate travel partner in exploring the hidden gems of the Baltics.
Media Contact:
Birthe Nielsen
Baltic Travel Company
Tel:+44 (0)2082332875
