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Summer Travel Trends for 2025

As we enter the summer of 2025, Sojern, a leading digital marketing platform for the hospitality industry, has released intriguing insights into global travel trends. This year, despite ongoing political and economic unpredictability, interest in travel remains robust, largely in line with last year's levels. Travelers appear to be seeking out cooler climates, enriching cultural experiences, and more local getaways.

Noreen Henry, Sojern's Revenue Director, emphasized the importance of agility for brands in the travel marketing sector, stating, "In a world reshaped by politics, climate, and evolving traveler expectations, brands that thrive are those that adapt proactively, delivering timely and personalized messages that drive loyalty. It’s crucial for marketing professionals to refine their sales funnel strategies and leverage travel intent data to connect meaningfully with consumers across all channels."

Stability in U.S. Travel Habits

In the U.S., the trend of travelers opting for closer vacation spots is evident. A notable 2% increase in domestic flight bookings contrasts with a downturn in international travel booking, which has decreased by 2% for Caribbean destinations, 4% for Europe and Asia, and 9% for Mexico. Major cities like New York, Orlando, and Miami continue to lead domestic travel trends, suggesting a shift toward regional preferences. The upcoming international soccer tournament later this summer is expected to bolster travel activity in these cities, attracting both national and international fans.

Furthermore, the top international destinations for American travelers this summer include the United Kingdom (8.8%), Mexico (7.8%), and Italy (7.2%). Interestingly, there has been a 6% increase in travel to Canada, although the overall airfares hint at a dip in demand. Conversely, Canadian travelers are looking to other locales, with a significant 10% to 25% spike in demand for summer trips to Mexico, reflecting a growing preference for regional alternatives.

Domestic and Cultural Travel in Latin America

Mexico continues to be a favored summer getaway, bolstered by a 15% rise in domestic travel despite a slight drop in overall bookings. With the United States accounting for 70% of incoming flight reservations, top destinations within Mexico include Cancun (55%), Mexico City (16%), and Cabo San Lucas (14%).

In South America, Peru reports a 7% uptick in bookings, primarily due to the allure of cultural sites like Machu Picchu. Meanwhile, Brazil is witnessing a significant tourism surge, with a 6% increase in summer flight bookings and a 17% rise in hotel searches, led primarily by regional travelers from Latin America (+71%), the U.S. (+12%), and Europe (+21%). The cities of São Paulo and Rio de Janeiro are proving to be major tourist magnets.

European Destinations: Coolness is Key

Despite warnings of heatwaves, European travelers are gravitating toward cooler destinations. While incoming travel to Europe remains steady, intra-European flights to the UK have increased by 12%, with London capturing 75% of this hike. Major events, from Coldplay's World Tour to iconic festivals like Glastonbury, are playing a pivotal role in this traveling momentum.

Hot summer days prompt a spike in bookings for cooler locales such as Estonia (+32%), Iceland (+17%), and Norway (+11%). Traditional favorites such as Portugal (+7%), Spain (+3%), and France (+1%) remain solid choices, with Portugal experiencing a 13% growth in hotel search activity, especially from travelers in the U.S.

Paris maintains its position as a premier summer destination, benefiting from the buzz surrounding last year's Olympics. Italy, celebrating its Jubilee, continues to attract many crowds, with Rome receiving the lion’s share of visitors — U.S. tourists representing 28% of all incoming travelers. International flight bookings to Switzerland have also risen by 2% year-over-year, potentially linked to the buzz around the UEFA Women's EURO 2025 taking place later this year.

Growth in the Middle East and Asia-Pacific

The Middle Eastern market, particularly the UAE, shows a promising 4% year-on-year growth in international flight bookings alongside a remarkable 20% rise in hotel reservations, predominantly driven by travelers from India, Saudi Arabia, and the UK.

In Southeast Asia, Singapore has seen a 5% increase in flight bookings, bolstered by primary markets like China, India, and Australia. Thailand too is healing from the pandemic's impacts, with a 2% rise in international travel demand, largely attributed to the influx of visitors from China, Japan, and South Korea.

In conclusion, travel trends for summer 2025 showcase a complex landscape shaped by both local preferences and refreshed global dynamics. For comprehensive data and insights geared towards travel marketing professionals, visit Sojern's official website.

About Sojern

Founded in 2007 and headquartered in San Francisco, California, Sojern is the industry-leading marketing platform designed specifically for the hospitality sector. With over 10,000 travel marketing professionals relying on its services annually, Sojern provides an all-in-one suite of easy-to-use software and services aimed at enhancing traveler insights, targeted audience engagement, multichannel activation, and connecting experiences for guests.