Agents working with Audley Travel have reported rising demand for ‘hybrid’ holidays, combining different elements such as a cruise with a land tour; ‘rail-and-trail’; or safari and beach breaks.
The tailor-made tour operator said 77% of its partner agents are seeing a rise in bookings for such trips with two distinct elements.
‘Rail and trail’ examples include the Indian Pacific train in Australia followed by a hiking tour, while safari and beach breaks see clients pairing Kenya with the Seychelles or visiting Madagascar’s rainforest followed by the beaches of Île Sainte-Marie.
The hybrid trend is one of several reported by Audley, which surveyed agent partners as well as consumers to identify top motivations for travel in 2025.
Audley found that 72% of agents were seeing clients booking earlier than before, to ensure they can secure their holiday for events that are in demand.
These include Canada’s bear lodges in peak season, Japan for cherry blossom season and destinations that will be in the path of totality for the eclipse in August 2026.
More than half (55%) of agents have also reported an increase in bookings for touring with expert guides with personal or professional experience. These can range from a food tour in India with a local chef to exploring lesser-known Cambodian temples with a professional photographer.
Furthermore, 74% of agents are seeing a rise in interest in cultural touring for families in 2025. These include itineraries to Japan that feature ninja classes to touring in Greece focusing on Greek mythology tailored to children.
Audley’s country specialists also report more clients are keen to avoid the peak travel times in the main tourist destinations – so they are offering off-the-beaten-track alternatives or recommending travel at a different time.
Other motivations include having sustainable travel and bucket-list options, such as celebrating milestone events such as major birthdays, anniversaries, retirement and graduation.
Top destinations for 2025 travel are India, Canada, Japan, the US and Thailand, and the average duration is 16 nights, up from 15 nights in 2024.
