As I sit at the airport about to board my next getaway, I find myself people-watching (as one does in a terminal) and wondering about everyone’s reason for traveling. Are they off to explore a new destination? Visiting a loved one? Experiencing a once-in-a-lifetime event? As a destination marketer, I’m fueled by unpacking the modern traveler’s "why" to better market destinations and attractions.
In 2024, we saw many Travel Trends come and go — from astro-tourism and gig trips to travelers planning their itineraries with AI tools. But what does travel look like in 2025? The U.S. Travel Association is forecasting a 2.6% increase in the total number of trips from 2024 and a 3.9% increase in travel spend a travel spend compared to 2024. With that in mind, here are five of my favorite trends to watch for this year:
Detour Destinations
This year, we're getting lost on purpose! Travelers are taking the scenic route, spending extra time in lesser-known destinations along the way. This trend lets travelers avoid the crowds, discover hidden gems and tap into their spontaneous side.
Cowboy Travel
The Wild West is back! Thanks to Yellowstone and Cowboy Carter, we are seeing a resurgence of Western travel. In 2025, travelers are seeking rustic cabins and ranch stays. Tripaneer reports that interest in U.S. ranch stays increased by 42% in 2024.
Here in Oklahoma, we know Western culture better than most. This is a great chance to lean into this by promoting our museums, stockyards and rodeos, deep roots in country music, and more.
Joy of Missing Out (JOMO)
A jam-packed itinerary is out! Over the past few years, we have seen soft travel grow significantly. JOMO travel is shifting travelers’ mindsets to not worry about the pace of seeing a place but doing less, soaking in the experience and embracing people you meet. According to Expedia’s Unpack 25 Report, 62% of travelers say JOMO travel reduces stress and anxiety. Travelers are looking to stay in beach houses, lake houses and vacation rentals with amenities like pools, spas and porches.
Set-Jetting
A continued emerging trend since 2023! According to Expedia’s Unpack 25 Report, two-thirds of travelers shared that shows have influenced travel choices, with 36% reporting that TV and films are more influential in their travel plans than they were the previous year. Internationally, the U.K. remains the leading set-jetting destination with many travelers stopping at filming locations for Bridgerton, Harry Potter and more.
I leaned into this trend a few months ago when I was traveling to Charleston, South Carolina. Seeing key destinations that were shown in The Notebook or Southern Charm made my experience even more memorable.
Restaurant Renaissance
Travelers are booking rooms and tables! Hotels are elevating their dining experiences by introducing new restaurants and seasonal menus. According to Hotels.com, searches for hotels with positive reviews about restaurants, chefs and bars rose 40% year over year.
But this trend goes beyond hotels. Across all dining options, we're seeing a restaurant renaissance. According to Open Table 2025 Trends, 54% of respondents plan to dine out more in 2025 than they did in 2024. This is led mainly by the Gen Z and Millennial demographics.
A trend is just that — it may have a lasting impact or be short-lived. Destination marketers should stay aware of key trends but avoid adopting them solely because they're popular. Instead, focus on what makes your destination unique and align with your target audience's motivations to determine which trends are worth tapping into.
