Adapting to 2025 Travel Trends: Appeal to Guests and Seize New Opportunities

2025 will no doubt see its fair share of change and the travel and tourism industry will not only adapt but create new opportunities for both guests and hospitality providers. Whilst your guests’ essential needs will largely stay the same, their intentions for travel are shifting and expanding. For accommodation providers such as hoteliers, holiday let owners, and guest house proprietors understanding these trends can help you to remain competitive. and, in some cases, even tap into new revenue opportunities. In this post we’ll explore some of the most exciting travel trends shaping the industry, supported by insights from leading research sources like Skyscanner, Airbnb, the BBC and VisitBritain.

1. Screen Tourism: A New Frontier for Travel

Screen tourism, also known as "film tourism," has become a significant driver of international travel recently. Thanks to films, TV series, and streaming platforms, iconic locations that were once behind the screen are now thriving tourist hotspots. According to a recent report from VisitBritain, the UK alone has seen a dramatic uptick in visitors to locations featured in popular films like Harry Potter. With high-profile productions like The Crown and Bridgerton creating significant interest in British landmarks, screen tourism is expected to grow as viewers continue to seek out the places that brought their favourite stories to life. Whilst London is often considered a key destination point, VisitBritain’s report shows 1 in 6 of those who have visited the UK for leisure were influenced by a film or TV location to travel outside of London, meaning there’s plenty of opportunity for accommodation providers all over the UK.

As a hospitality provider, you can tap into this trend by highlighting your property’s proximity to iconic filming locations. Additionally, collaborating with campaigns like VisitBritain's Starring GREAT Britain can help you market your accommodation to tourists looking to follow in the footsteps of their favourite characters. 

For those far from notable film locations, why not try seeking out literary and cultural festivals that may be closer to home. A few examples from the calendar this year include the 250^th birthday celebrations of Jane Austen (events are due to take place across Bath, Winchester and Southampton), the World Conker Championships in Northamptonshire and a range of events happening around Bradford as they celebrate their status as the UK’s City of Culture 2025. Offering special deals or collaborating with local tours or attractions could make your property more appealing to guests interested in the surrounding events.

2. Agrotourism: Meeting the Demand for Rural and Nature-Based Experiences

With the rise of digital devices and AI making its way into every aspect of our lives, guests are seeking a return to nature, for digital detoxes or to take a retreat that connects them with the surrounding landscape. 

The term Agritourism isn’t new but the desire to disconnect from the urban hustle and embrace simpler lifestyles is a key motivator behind this trend. For accommodation providers situated in or near rural areas, there’s an opportunity to offer experiences that connect guests with nature and agricultural activities. 

This could mean offering farm stays, organising tours to local farms to pick their own fresh produce or cut flowers, or even providing food and drink from a local supplier you’ve established a connection with. If you can integrate an educational aspect into the experience, such as workshops on local produce or farm-to-table dining, you can attract guests seeking a more meaningful and sustainable trip. Furthermore, highlighting any eco-friendly practices your accommodation adopts will resonate with the growing number of conscious travellers who prioritise sustainability. 

3. Wellness: Creating Spaces for Rejuvenation

Guests are seeking more than just a spa day; they are looking for immersive experiences that allow them to reconnect with themselves and nature. Destination wellness retreats are popping up in remote locations, providing visitors with the opportunity to reset through yoga and meditation. 

As the demand for this type of tourism continues to grow, offering wellness-focused amenities and experiences can set your property apart from others. Consider introducing or partnering with events such as retreats, yoga sessions, or even nature-focused activities such as guided hikes, meditation, or mindfulness workshops. 

Another avenue to explore is the rise of digital detox retreats. Offering a "no technology" policy or providing a peaceful, tech-free environment can be a draw for guests seeking to unwind. Additionally, working with a qualified practitioner you could provide high-end spa services, including massages, facials, and holistic treatments, that appeal to those looking for relaxation and rejuvenation.

4. Culture Vultures: Attracting Guests with Immersive, Popular and Niche Experiences 

With inbound tourism set to increase in 2025, a key driver for global and domestic travel will be sporting and music events. In the past couple of years, big-name artists like Taylor Swift and iconic events like Eurovision have attracted fans from all over, eager to witness these spectacular moments in person. Similar phenomenon like the Oasis reunion and Beyonce’s upcoming tour are bringing crowds together at large venues who will no doubt be in need of great hospitality. And when it comes to live sport, amongst the staples of Wimbledon and Royal Ascot, in 2025 there’s the Women’s Rugby World Cup at various venues around the UK and the World Boxing Championships in Liverpool. 

Today’s guests, particularly younger generations like Gen Z, are more inclined to seek out immersive cultural experiences. Whether it’s gaming tourism, attending immersive art exhibitions, or participating in unique cultural events, they’re looking for more than just a place to sleep—they want to be a part of the experience. Be sure to read up on what’s happening in your local area and consider creating special offers for event-goers that include transportation, early check-ins, and even exclusive event-related perks. 

As seen with festivals, the demand for luxury experiences is growing, as attendants seek a more comfortable and elevated alternative to the traditional experience. This is particularly popular among families or those looking for a break from the traditional festival camping setup. Whether it’s exclusive access to a backstage area at a music festival or a private suite at a major sporting event, event tourism is not just about attending—it’s about experiencing it all in style.

As a property owner, think about how you can offer your guests personalised experiences related to niche interests. These tailored offerings not only enhance guest satisfaction but also create new revenue streams for your property, attracting guests who are eager to explore these unique opportunities.

A New Era of Travel Awaits 

The trends of 2025 paint a picture of a more diverse and personalised travel experience and an industry that’s evolving in exciting ways. It's important to evaluate how these trends can be integrated into your current offerings and whether there are opportunities to tap into these growing guest interests.

Whether through niche cultural experiences, luxurious event tourism, or the quest for digital detox, the next few years will offer a world of endless possibilities for both accommodation providers and their guests. By doing so, you can stay ahead of the curve and continue to attract guests in 2025 and beyond. 

For more information, visit:

https://www.visitbritain.org/research-insights/screen-tourism

https://www.visitbritain.org/news-and-media/industry-news-and-press-releases/visitbritain-publishes-inbound-tourism-forecast-0

https://www.independent.co.uk/travel/inspiration/ethical-travel-2025-coffee-beekeeping-pilgrim-paths-b2675261.html

https://www.skyscanner.net/travel-trends/summary

https://www.bbc.co.uk/travel/article/20250106-the-seven-travel-trends-that-will-shape-2025

https://news.airbnb.com/en-uk/revealing-the-top-20-places-to-visit-in-2025/