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Omio's NowNext '25 Report: Insights into the Future of Travel

In a significant release from Omio, a leading platform in multi-modal travel booking, the annual NowNext '25 report has unveiled the evolving landscape of travel that will define the upcoming year. This analysis emerges from a comprehensive survey executed by YouGov, revealing insights from over 10,555 individuals across globally significant markets, including the US, UK, Germany, Italy, Spain, Brazil, Japan, and Australia. The report focuses on various factors influencing travel decisions, including economic challenges, social influences, and a shift towards sustainability.

Key Themes of the Report

1. Global Events Impacting Travel

The present global climate is filled with uncertainties, as indicated by 69% of participants expressing that international happenings influence their travel plans. Despite these external pressures, the desire to explore remains intact, with 30% of the surveyed population indicating an intention to travel even more frequently than prior years.

2. Traveling with Intent in Pressing Times

With the cost of living on the rise, travelers are becoming more selective with their expenditures. 38% of travelers prioritize travel over other non-essential spending, opting for strategies such as off-season trips (28%) and careful advance planning (27%). There emerges a new breed of travelers dubbed 'Travel Thrifties', who are adept at scouting for bargains and planning intelligently to facilitate their journeys.

3. A European Love Affair

The affection for Europe as a travel destination is unwavering. Next year, a majority of Europeans plan to explore their continent, with 56% of UK respondents intending to holiday within the EU. Other nationalities such as Germans (45%), Italians (42%), and Spaniards (42%) echo this sentiment. Interestingly, while the travelers outside Europe remain enchanted by these destinations, the trend favors local exploration.

4. Seeking Inspiration Beyond Digital

The method by which people discover travel inspiration is transforming. Traditional digital channels like social media may account for 29%, while a significant 42% rely on personal experiences from prior journeys and 39% from recommendations by those in their social circles. Additionally, screen-based influences, such as TV shows and films, are gaining traction, capturing the attention of 23% of travelers seeking their next trip.

5. Resurgence of Beach Holidays

As we tread into 2026, there is a noted revival of beach vacations, with 46% of travelers expressing a desire for downtime by the sea. This year marks a shift towards relaxation and personal reflection, with 51% wanting to return rejuvenated. This contrasts with the adventure-centric offerings of past years, leading to an increased number of individuals seeking solitary time or wellness-focused retreats.

6. Sustainable Travel Practices

Sustainability is entering a new phase, where the focus is less on transportation choices and more on experiences. Many travelers now choose to support local economies (25%) and immerse themselves in regional cultures (38%), favoring lesser-known locations (32%) over traditional tourist hot spots. This trend is especially pronounced among Italian (41%) and Spanish (39%) travelers influenced by overtourism.

7. Emerging Preferences for Lesser-Known Destinations

The trend toward visiting smaller, less populous cities is gaining traction, with 21% of potential travelers expressing interest in less-visited locales. Factors like affordability (51%), reduced crowd sizes (44%), and distinct cultural experiences (40%) are strong incentives for choosing these alternative adventures.

8. Gender Dynamics in Travel Patterns

Shifts in gender demographics are also apparent, with 19% more men favoring solo travel, reflective of a desire to unplug from daily life. Concurrently, women are seeking connection through travel (30%), with several planning trips centered around family reunions or collaboration with friends.

9. The Zeal of Generation Z

As the youngest generation, Gen Z exhibits a revamped approach to travel, with 31% planning more meticulously to balance cost with adventure. They intend to travel more frequently (34%), prolong their trips (26%), and favor environmentally beneficial transport options (23%). Their expectations of meaningful travel experiences continue to rise.

Insights from Omio's Leadership

Veronica Diquattro, President of B2C and Supply at Omio, remarked on the paradigmatic shift in travel behaviors. “Travel has dramatically evolved from post-pandemic revenge journeys to this new era of intentionality. Yet, the spirit of exploration is potent; individuals remain steadfast in their aspirations to travel despite hurdles.”

With a commitment to aligning with emerging traveler preferences, Omio continues to innovate, ensuring seamless journeys filled with rewarding experiences. As travelers look towards 2026, Omio is prepared to make dreams a reality through tailored solutions ensuring every adventure is memorable.

To read the complete NowNext '25 report, visit Omio's website for detailed insights and additional resources on the changing travel landscape.