Market Trends

🌍 In 2025, European travelers plan more international leisure and business trips than in 2024, despite economic and geopolitical challenges. Total travel gross bookings rose 6% in 2024 to €347 billion, with a projected increase to €415 billion by 2028. Online bookings grew 11%, reaching €236 billion in 2024, with penetration expected to rise from 68% in 2024 to 74% by 2028. Sustainability and digital efficiency, including AI advancements, are priorities amidst moderate growth and overtourism issues in places like Barcelona and Venice.

💻 U.S., U.K., France, and Germany travelers rely on OTAs and search engines to choose destinations, with the U.S. preferring search (38%) and Germany OTAs (37%). Regional differences show Northeast U.S. travelers favor review sites, while the West uses OTAs and Google Maps equally. Generationally, Millennials and younger rely heavily on digital tools, unlike Gen X and older. Brands must adapt strategies to these patterns for effective engagement, as digital influence varies.

Over 70% of global travelers prioritize authentic, local experiences. Studies from Booking.com and Skift show a shift towards Craft Lodging, which emphasizes authenticity, character, and personal touch. Independent properties benefit from this trend, offering distinct character and personalized service. Larger brands are adapting by allowing more service personalization and local partnerships. Authenticity is becoming a baseline expectation in hospitality, aligning with values like sustainability and community impact. Craft Lodging is reshaping the future of travel.

🗺 More than 11 million people in the UK plan overnight trips this August bank holiday, generating approximately £4.1 billion in domestic tourism spending, according to VisitEngland. This figure surpasses last year's 11 million and 2023's 9.7 million trips. Despite a 5% decrease in domestic trips in 2025, the holiday presents a boost. About 7.3 million people remain undecided, citing affordability, weather, and waiting for deals. The tourism sector anticipates economic growth from the holiday.

🏨 August 10-16, 2025, Arlington, Virginia: The U.S. hotel industry shows mixed performance with occupancy at 66.3% (down 0.9%), ADR at $157.51 (up 0.4%), and RevPAR at $104.50 (down 0.5%). Seattle leads with occupancy at 83.9% (up 7.5%) and RevPAR at $178.62 (up 10.9%). Houston faces a steep decline with occupancy at 57.2% (down 24.0%) and RevPAR at $66.84 (down 27.1%), affected by post-Hurricane Beryl displacement.

📈 Estonia achieved a +0.1% annual growth target with the Global Review Index™ (GRI) rising from 89.3 in 2022 to 89.8 in 2024. In 2023, satisfaction for museums and attractions decreased by 0.4 and 0.9, prompting targeted training for recovery by 2024 (+0.4 for museums, +0.2 for attractions). Reviewpro Reputation aggregates data from over 80 sources, enabling instant trend recognition. AI analysis helps prioritize improvements, and custom dashboards provide insights based on region, theme, and visitor type.

🏖 Estonia, August 21, 2025 – Visit Estonia improved national guest satisfaction using the Global Review Index™ (GRI) as a KPI, raising the GRI from 89.3 in 2022 to 89.8 in 2024. The initiative analyzed feedback from 254 accommodations, 357 restaurants, 76 museums, and 35 attractions. Key improvements included accommodations (+2.6%) and food services (+6.1%). In 2023, targeted recovery efforts enhanced museums (+0.4) and attractions (+0.2) by 2024. Estonia plans to implement semantic analysis tools in 2025.

💻 Aug 21, 2025. Bleisure travel is booming as flexible workstyles rise. The global bleisure market is expected to grow 500% by 2033. 84% of travelers want to add vacation to business trips; nearly half did so last year. Hotels adapt with long-stay rooms and leisure offers. Cities like San Francisco thrive on business and cultural proximity. Bleisure guests extend hotel stays, cutting acquisition costs by turning bookings into multi-night experiences.

🏨 Hotels in rural and coastal areas, such as Lincolnshire and Cumbria, saw a 6% rise in RevPAR in early 2025. East and North Yorkshire, Lancashire, and Cheshire reported double-digit growth in group bookings. Urban centers like London and Manchester lagged, with Edinburgh's RevPAR dropping 2%. Cardiff's RevPAR surged 44% due to Oasis concerts, while Northern Ireland's rose 23% from The Open Championship. VisitBritain reports 25% of UK consumers plan fewer trips, possibly affecting future demand.