What sparks the desire to travel? According to Amadeus’ Travel Dreams report, the journey begins long before a booking is made – it starts in the inspiration phase, where emotion, storytelling, and digital influence come together to shape a traveler’s next great escape. Drawing insights from 6,000 travelers across six countries, the report reveals a global shift toward more personalized, emotionally resonant, and tech-enabled travel experiences.
Let’s take a closer look at some of the most compelling findings that shed light on how today’s travelers are dreaming, planning, and ultimately deciding where to go next.
The changing sources of travel inspiration
The Travel Dreams report delves into the pivotal inspiration phase of travel, offering a global perspective on how travelers begin envisioning their next adventure. As the journey increasingly begins with a spark of curiosity rather than a concrete plan, understanding what travelers seek early in the process becomes essential.
When asked what they want to know about a destination before they go, travelers highlighted a few key areas: the best places to eat (54%), how to get around (49%), safety tips (44%), and hidden gems that offer off-the-beaten-path experiences (43%). These preferences reflect a growing desire for both practical guidance and authentic, personalized discovery.
The sources of travel inspiration themselves are evolving rapidly. While traditional channels like newspaper ads and in-person travel agents are declining, digital platforms are taking center stage. Social media influencers now play a pivotal role—especially in China and India, where 50% of travelers cite them as key sources of inspiration, followed by 27% in the U.S. Gen Z (those aged 18-27) leads this trend, with 42% influenced by travel creators and 45% naming social media as their top source of travel inspiration.
Regional differences also shape how inspiration is gathered. French and American travelers often turn to family and friends (54% and 55%, respectively), while many in the U.K. cite television as a key source (41%). These insights underscore the importance of a diversified marketing approach that reflects both generational and cultural preferences.
What moves travelers to choose?
When it comes to selecting a destination, natural beauty tops the list for 60% of leisure travelers, followed by cultural and historical experiences (48%), local cuisine (37%), and wellness offerings (37%). The appeal of stunning landscapes transcends generations—from 51% of Gen Z to 72% of travelers aged 79 and above who say it’s their number one motivator.
High-quality visuals are also a powerful trigger; 64% of travelers say compelling photos and videos showcasing scenery and attractions are key to their decision-making. Personal stories and reviews also carry weight – especially among business travelers (57%), who value firsthand experiences even more than their leisure counterparts (49%). And with safety concerns rising – from 51% to 58% in just five years – clear, reassuring messaging is more important than ever.
Turning travel dreams into bookings: Why digital marketing matters during the inspiration phase
The inspiration phase is a golden window of opportunity—when travelers are most open to influence and the right message can spark action. To succeed, travel providers must understand who they’re targeting and choose the right channels to reach them. As traveler behaviors shift and new platforms emerge, visibility in the right places is key to driving engagement and bookings.
Digital media strategies play a critical role in this phase. By using traveler intent data and advanced targeting, hotels and destinations can deliver personalized, visually compelling campaigns across various search, social media, and booking platforms. These efforts help bridge the gap between dreaming and booking – ensuring that the right message reaches the right traveler at exactly the right moment.
The strategies highlighted in this report provide clear, practical guidance for the industry. Hotels and destinations that act on these insights are better positioned to engage today’s travelers and convert early interest into bookings. For travel sellers using the GDS, aligning messaging with the themes and priorities that resonate during the inspiration phase—such as personalization, safety, and authentic experiences—can also enhance visibility and impact.
Shaping the traveler journey from the start
From the allure of breathtaking views and authentic human connections to the growing power of social media and immersive content, travelers in 2025 are seeking more than just a destination; they’re seeking meaning. And for hoteliers, destination marketing organizations (DMOs), and travel sellers, this presents a powerful opportunity to meet travelers at the very moment their dreams take shape.
For more details, download the full Travel Dreams report.
About Amadeus
Amadeus makes the experience of travel better for everyone, everywhere by inspiring innovation, partnerships and responsibility to people, places and planet.
Our technology powers the travel and tourism industry. Inspiring more open ways of working. More connected ways of thinking, centered around the traveler. Our open platform connects the global travel and hospitality ecosystem. From startups to big industry players and governments too. Together, redesigning the travel of tomorrow.
We are working to make travel a force for social and environmental good. A collective responsibility to protect and improve the people and places we visit, ensuring travel continues to make positive contribution to our world.
We apply innovation to meet new needs, to solve real challenges. Our truly diverse global workforce, made up of 150 nationalities, is passionate about travel and technology.
We are an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. We have also been recognized by the Dow Jones Sustainability Index for the last 13 years.
Amadeus. It’s how travel works better.
To find out more about Amadeus, visit www.amadeus-hospitality.com.
