Diverse, Conscious and Passion-Led: How to Adapt to the New Rules of Travel in 2025
Travel is on the cusp of a major evolution. Trends that were once considered niche, such as sustainability, health and wellness and interest-based travel, are rapidly moving into the mainstream, and historically marginalized communities are now challenging traditional travel norms. People of all ages, from diverse backgrounds and cultures, are prioritising travel, presenting a major opportunity for the travel industry.
With AI-powered tools enabling travellers to tailor their experience to their own needs and unique preferences, there’s a huge demand for diverse and customized offerings. Travel operators and brands that continue to cater to mass market ‘sun, sea and sand’ tourism will be at a disadvantage as travellers are seeking out a much more personalised experience.
Brands seeking growth in this new world order in travel urgently need to adapt. With that in mind, here are some tips on how to win over consumers and outsmart the competition.
From exclusively mass to inclusively niche
The travel industry has left vast swathes of the global population feeling excluded, underrepresented and underserved. The sector has generally catered to predominantly white and affluent travellers, often ignoring the needs and desires of diverse cultural and identity groups. Research conducted in 2020 showed that the majority of Black travel sector professionals (61%) feel the travel industry is not diverse or inclusive enough.
Brands that are inclusive and offer tailored experiences for underrepresented groups and authentically represent a diversity of consumers through their marketing and communications can tap into these lucrative and long-overlooked demographics.
Brands are now starting to wake up to this. More tour companies are giving travellers the chance to explore Black culture and history - for example, Intrepid Travel recently partnered with Black Cultural Heritage Tours to launch travel experiences focused on Black history in America. We’re also seeing the rise of women-only tours, from companies such as Intrepid and Geographic Expeditions, catering to the growing cohort of mature women with more disposable income and time for travel.
Other brands who have been pioneering in this area include Black & Abroad, which offers bespoke travel experiences for Black travellers, and Destination Pride, which provides resources for LGBTQ+ travellers to assess safety and inclusivity in various destinations.
From location-led to interest-led travel
In the years since the pandemic, many people have reevaluated their lives and prioritised the things that matter to them most. In the travel sector, this has led to a rise in passion-based travel, where people are motivated by their personal interests, from wellness to sport and culture, rather than destinations.
This means that the "why" of travel has become as important as the "where."
A report this year from American Express found that 38% of people are interested in travelling for cultural events. Three-quarters of sports and music fans have travelled by plane to watch their favourite team or artist, research shows. Sport constitutes around 10% of the world’s expenditure on travel, according to UN Tourism.
Brands wanting to take advantage of this trend need to offer meaningful, personalized experiences and activities, such as yoga and wellness retreats, culinary tours, and adventure sports. Unsettled, for example, offers experiences for solo travellers focused on personal development.
From elitist sustainability to democratic consciousness
Sustainability is still seen as a luxury that only the privileged few can afford. Brands should be offering more affordable and accessible ways to travel to attract a broader customer base seeking to make a positive impact, without the prohibitive costs. To allow travellers to contribute to local economies and communities, brands could offer community-based tourism; invest in partnerships with local businesses; and create opportunities for travellers to engage in local projects, regardless of their budget.
A Booking.com study showed 55% of travellers want to see how their spending supports local communities, and the vast majority (96%) say it's important their money has a positive impact on their destination. Experience Travel enables travellers to give back to the community through a range of activities and initiatives, such as dining experiences at social enterprise restaurants that support vulnerable young people through job training and employment.
AI is also enabling travellers to be more eco-conscious, with two-thirds of travelers using it to curate personalized, eco-conscious itineraries, according to a Booking.com survey. The same data shows that nearly half of travellers don’t tag locations in the photos they put on social media to prevent hordes of ‘Instatourists’ from visiting and spoiling the destination.
From marketing cliches to authentically local
The old travel marketing cliches just don’t cut it any more. Travellers are seeking out authentic experiences where they can immerse themselves in the local way of life. By building partnerships with local businesses and communities, brands can offer unique experiences that can't be replicated by competitors. For example, Trippin does this by offering a platform that connects travellers with local culture through community-driven content and experiences.
Reshaping your business strategy according to these new rules will put your brand at the forefront of the industry’s evolution. Consumers’ changing interests and expectations and the demand for more accessible travel options are being further fueled by AI travel assistants. The brands shaping the future of travel are those that can engage underrepresented communities; showcase a commitment to inclusivity, sustainability, and authenticity; and meet the individual needs of the modern traveller.
