In 2025, travel trends are significantly influenced by social media and personal hobbies. The British Airways Holidays 2025 Travel Trends Report provides a comprehensive analysis of these evolving patterns, revealing how UK travelers are increasingly driven by culinary adventures, literary escapism, and hobby-centric holidays. This report sheds light on the key findings, showcasing the changing dynamics in travel behavior and preferences that are transforming the way people choose their destinations and experiences.
The Power of Social Media in Travel Decisions
Culinary Treasure Hunts
Social media platforms have transformed the way travelers plan their vacations, particularly when it comes to food. With 41% of UK adults feeling inspired to try specific restaurants or food items they encounter on social media, these platforms have a significant impact on travel behaviors. Interestingly, this trend is inclusive of older generations, as 1 in 5 individuals aged 55 or older also find themselves influenced by social media when seeking culinary adventures abroad.
The growing phenomenon of “taste hunting” sees travelers crafting entire itineraries around viral dishes and local specialties. Approximately 69% of UK travelers consider food a critical factor when determining their holiday destination, turning meals into shareable epicurean adventures. The significance of food in travel highlights the way social media showcases and amplifies culinary experiences, making them an essential component of any travel plan.
The Role of Influencers
Influencers hold an instrumental role in shaping travel decisions by highlighting exotic destinations, unique dining experiences, and hidden gems. Their ability to create a sense of wanderlust among followers drives travel choices that go beyond just food. Influencers impact decisions on accommodations, activities, and even the timing of travel. Platforms like Instagram and TikTok, with their visual focus, are ideal for presenting travel experiences through high-quality photos and engaging videos.
This visual appeal can lead to destinations going viral, causing a surge in interest and bookings. The power of these platforms to influence decisions underscores the collaborative relationship between social media and the travel industry. Both established and emerging influencers becoming virtual guides allows followers to experience destinations vicariously before planning their own trips.
Literary Escapism: The Rise of Paperback-Packers
Holidays as a Time for Reading
The British Airways Holidays report introduces the term “Paperback-Packers,” highlighting that holidays present an unparalleled opportunity for literary escapism. For many travelers, vacations offer the perfect environment to catch up on reading that they might not have time for during their regular routines. An impressive 90% of UK adults who read during their holidays report that they finish a complete book, taking full advantage of the leisure time travel affords.
The convenience of airport bookstores enhances this trend, as 56% of those who read for leisure purchase their books at the airport. The anticipation of a relaxing trip makes this a prime moment to acquire new reading material, setting the stage for a literary journey that complements the physical journey.
The Appeal of Literary Destinations
Literary escapism isn’t limited to the act of reading; it extends to visiting destinations that have inspired great works of literature. Places like the streets of Paris from “Les Misérables” or the moors of Yorkshire from “Wuthering Heights” serve as rich, cultural backdrops for travelers who find inspiration in the written word. These destinations offer a unique combination of history and culture, providing a depth that resonates with literature lovers.
Increasingly, travelers seek out these literary landmarks, combining their passion for books with their love of travel. This trend is particularly popular among solo travelers and couples who wish for a more meaningful and immersive holiday experience. It adds a layer of storytelling to the travel experience, making destinations more than just places to visit but chapters in a personal narrative.
Hobby and Interest-Driven Holidays
Pursuing Personal Interests
Holidays centered around personal hobbies have become significantly important for travelers, particularly those aged 18-34. The British Airways report indicates that a substantial 71% of 18-24-year-olds and 68% of 25-34-year-olds consider hobby-centric holidays as a crucial aspect of their travel plans. This demographic seeks destinations that offer the chance to practice or pursue personal interests such as photography, painting, or yoga.
Specialized travel packages catering to specific hobbies and interests are gaining popularity, offering travelers the opportunity to blend leisure with their passions. Destinations that provide the necessary facilities and activities are becoming prime choices, allowing vacationers to maintain and enhance their skillsets while exploring new environments.
Educational Experiences
Educational experiences are becoming a sought-after component of holiday planning. The report reveals that 32% of UK travelers intending to go on holiday in 2025 are likely to book trips that include activities, experiences, or sports facilities. This trend sees travelers looking to enrich their holidays with opportunities to learn new skills or gain knowledge, making their vacations not just relaxing or adventurous but also educational.
From culinary classes in Italy to wildlife photography workshops in Africa, these experiences add depth and value to the travel experience. They provide a chance to engage with the local culture and environment in a more meaningful way, creating lasting memories and a sense of achievement. The blend of relaxation, adventure, and learning appeals to modern travelers seeking a holistic and enriching holiday.
The Resurgence of Traditional Holidays
All-Inclusive Holidays
The appeal of traditional all-inclusive holidays is seeing a resurgence, especially among younger generations who favor stress-free getaways with a preset price point. According to the report, 42% of travelers prefer holidays where they can simply eat, drink, and relax in the sun without worrying about the cost of individual elements. This preference for all-inclusive packages highlights a desire for convenience and predictability.
All-inclusive holidays offer a hassle-free experience, making them particularly appealing to families and groups. With everything taken care of, from meals to entertainment, travelers can focus entirely on enjoying their vacation. The resurgence of this trend indicates a shift towards simplicity and ease in holiday planning, catering to those looking for an uncomplicated escape.
Organized Activities
While relaxation remains a primary goal, many travelers also seek structured activities during their vacations. The report shows that 32% of travelers favor holidays that include organized activities such as guided tours, sports, and entertainment. These activities provide a balance between relaxation and adventure, catering to diverse interests and making holidays more enjoyable and memorable.
Organized activities also offer opportunities for social interaction, allowing travelers to meet new people and create shared experiences. Whether it’s a cooking class, a snorkeling trip, or a cultural tour, these activities enhance the overall holiday experience, adding variety and excitement to the itinerary.
Group Travel: The Rise of Trip Collectives
Flexible Group Travel
A notable trend in 2025 is the formation of “Trip Collectives.” This concept allows individuals, couples, or families to make separate reservations while coordinating their stays at the same hotel or resort. This approach offers a more flexible and diverse group travel experience compared to traditional group bookings, catering to the varied preferences and schedules of each participant.
Trip Collectives enable travelers to enjoy the benefits of group travel, such as shared experiences and mutual support, without the constraints of group bookings. This trend is particularly attractive to those who value their independence but still wish to travel with friends or family. It allows for a customized and personalized holiday experience, where each participant can tailor their itinerary to their interests while still enjoying the social aspects of group travel.
Synchronization
Synchronizing holiday dates with friends or family is becoming increasingly popular among travelers. The British Airways report highlights that 71% of adults planning to go on holiday in 2025 aim to synchronize their holidays with others. This trend reflects a growing desire for coordinated travel experiences, where collective planning enhances the overall enjoyment of the trip.
Synchronization allows for shared memories and experiences, making holidays more meaningful and enjoyable. Whether it’s a big family reunion, a getaway with friends, or a multi-family vacation, coordinating travel dates ensures that everyone can participate and enjoy the holiday together. This approach combines the independence of individual bookings with the camaraderie of group travel, creating a harmonious travel experience.
Conclusion
The travel landscape in 2025 is being shaped by the powerful influences of social media and personal hobbies. The British Airways Holidays 2025 Travel Trends Report provides valuable insights into these evolving trends, showcasing how culinary adventures, literary escapism, and hobby-centric holidays are transforming travel behaviors. As travelers continue to seek personalized and enriching experiences, the resurgence of traditional all-inclusive holidays and the rise of flexible group travel arrangements reflect a blend of modern convenience and timeless appeal.
Future Outlook
In 2025, travel trends are being substantially shaped by social media and personal interests. According to the British Airways Holidays 2025 Travel Trends Report, there’s a noteworthy shift as UK travelers increasingly seek out vacations centered around culinary experiences, literary themes, and specific hobbies. This report offers an in-depth look at these emerging patterns, highlighting how travelers are now more inclined to plan their trips based on their interests and passions.
The analysis reveals key findings about the evolving dynamics that influence travel behavior and preferences. For instance, culinary adventures have gained massive popularity, with travelers eager to explore new and exotic foods, attend cooking classes, and participate in food festivals around the globe. Similarly, literary escapism has emerged as a significant trend, with book lovers traveling to destinations inspired by their favorite novels or authors – places like Shakespeare’s England or the streets of Paris from Hemingway’s era.
Hobby-centric holidays are also on the rise, where travelers plan their vacations around activities they love, such as photography tours in picturesque locations, fitness retreats offering yoga or hiking, or crafting workshops in creative hubs. These shifts are transforming the way people choose their destinations and the experiences they seek, prioritizing personal fulfillment and unique adventures over traditional sightseeing. The report underscores how crucial personal interests and social media are becoming in the planning and decision-making processes of modern travelers.
