A rise of AI-driven personalised travel has been identified as a key trend shaping the industry over the next five years.
The forecast came from European OTA eDreams Odigeo as it marked five years since the UK’s first Covid lockdown.
Europe’s largest travel booking platform already claims to manage six billion daily predictions to deliver tailored travel experiences.
Consumers are also actively embracing AI tools, with almost three quarters (73%) of global travellers using AI for travel-related tasks such as itinerary planning, booking, and recommendations.
Adoption is even higher among Gen Z, with almost nine in 10 relying on AI to streamline their travel experiences.
“As AI continues to make trip planning faster and more efficient, its role will only expand, offering hyper-personalised experiences that redefine how people explore, book, and travel,” the firm noted.
“The pandemic reinforced the value of adaptability, making flexibility a top priority for travellers. In response, policies like “cancel for any reason” – offering broader protection than traditional coverage – are increasingly valued by consumers.
“Additionally, price-freezing tools are gaining popularity, giving travellers peace of mind while finalising plans and reducing booking stress. Beyond flexibility, broader choice and access to a global marketplace is now essential.”
Meanwhile, at least one million travellers are expected join seven million who have already signed up to travel subscription options in the next year alone, “a clear sign that flexible, membership-based travel is reshaping the industry”.
Music and sporting events are also reshaping travel patterns and contributing to surging consumer demand in 2025.
The OTA’schief travel officerPablo Caspers said: “Five years ago, global travel momentarily halted – an exceptional event after years of continuous and exponential growth.
“Since then, the industry has not only recovered but is thriving once more. Our analysis reveals enduring behavioural shifts, underscoring travel’s adaptability and strength.
“After hitting record passenger numbers and a market size of €1.5 trillion in 2024, global travel is positioned for continued success in 2025.”
He added: “Our data highlights enduring changes in traveller behaviour, with several key trends firmly taking hold.
“Travel remains a top global priority, with consumers continuing to prioritise it over other discretionary spending, driven by a growing demand for immersive, experience-led journeys.
“The rise of music and sports tourism exemplifies this shift, as fans travel across countries to see their favourite artists or teams live, reinforcing the deep connection between travel and shared cultural moments.
“We are also seeing travellers favouring shorter, more frequent trips over extended holidays, enabling broader exploration.
“These trends underline the sector’s impressive adaptability, technology-driven transformation, and travellers’ persistent desire to discover and experience the world.”
