The findings also show that value does not simply mean finding the lowest price. Nearly nine in 10 U.S. travelers (87%) agree that, when it comes to travel, cheap can sometimes end up being expensive, while 90% say a good trip is not always the cheapest one. Instead, travelers place a premium on avoiding hassles (90%), enjoying memorable experiences (67%), and relaxing without worry (67%).

"Travel continues to be a priority, even as people reassess their spending," says Ian Ackland, Managing Director, Americas at Booking.com. "Unlike material goods, travel offers enduring memories and a profound sense of wellness that enrich one's life significantly. At Booking.com, we make it easier for travelers to have these experiences, reinforcing the deep value that travel holds in enhancing personal fulfillment and moments of connection."

Understanding the Financial Choices Americans Make for Travel

American travelers are willing to go to great lengths to invest in unique travel experiences. The data reveals the extraordinary financial trade-offs travelers make: 48% have taken on additional work or a side job to afford a trip, 39% have charged a trip without knowing how they would pay it off, and 36% have hidden the true cost of a trip from a partner.

The study also found that 69% of travelers have used flexible payment options, such as installment plans and buy-now-pay-later services. The importance of these financing solutions is underscored by the fact that nearly 1 in 4 travelers (24%) say they would be likely to forgo travel entirely if flexible payment options were not available.

Despite these financial trade-offs and the fact that 36% of travelers have avoided checking their bank account or credit card balance after returning home, retrospective satisfaction remains high: While 46% of U.S. travelers spent more than they originally planned on their most recent trip, 94% say certain experiences make a trip worth every penny.

Travel as Life Investment, Not Material Consumption

American travelers increasingly view leisure travel as a cornerstone of their quality of life, surpassing the satisfaction they derive from material goods. A significant 84% of respondents consider travel an investment in their quality of life, while 80% say travel brings more satisfaction than buying material goods. This prioritization translates into concrete financial decisions: More than two in three (68%) prefer to cut back on other day-to-day expenses in order to travel, and 69% feel less guilty spending money on travel than on other purchases.

Why Americans Don't Chase Cheap, They Chase Meaningful Experiences

U.S. travelers are sophisticated consumers who reject the "lowest price wins" mentality. Instead, they prioritize meaningful experiences, financial confidence and peace of mind. Most (90%) say it is important to feel they made good financial choices during their trip. Sixty-nine percent feel less guilty spending on travel than on other purchases, and nearly all (90%) say convenience of experiences is an important part of the overall travel experience.

This data challenges the assumption that price-sensitive consumers are primarily motivated by cost. In fact, travelers demonstrate that they are willing to invest in quality, comfort, and stress-free experiences, and that they understand the hidden costs of budget travel.

Booking.com Makes It Easy to Maximize Value 

Booking.com is designed to make planning simpler, easier, and more seamless. Travelers can compare routes and pricing through Flight Search Summaries, access instant discounts with seasonal promotions like Getaway Deals, and sign up for Genius to unlock additional perks like price alerts and travel rewards. 

For those looking to maximize value over time, the Booking.com Genius Rewards Visa Signature® Card offers an immediate path to Genius Level 3 status for discounts and room upgrades, while earning Travel Credits on every eligible purchase to help fuel their next journey. 

###

Methodology

The Booking.com survey was conducted by HarrisX online among 1,332 travelers in the United States between August 6, 2026 – August 11, 2026. Travelers are defined as those who took at least one overnight leisure trip in the past 12 months. Respondents had the option to complete the survey in English or Spanish. Respondents were recruited through opt-in, web-panel sampling. Recruitment occurs through a broad variety of professional, validated respondent panels to expand the sampling frame as wide as possible and minimize the impact of any given panel on recruiting methods.

The sampling margin of error of this survey is +/- 2.7 percentage points. Margins of error for subgroups are larger and vary depending on sample size. U.S. results were weighted by gender, age, race/ethnicity, region, and income where necessary to align with the demographic composition of the U.S. adult traveler population. Canadian results were weighted by gender, age, region, and income where necessary to align with the demographic composition of the Canadian adult traveler population.

• 84% of APAC travellers say travel helps them reset mentally and emotionally
• 9 in 10 would rather adapt their travel plans than cancel when disruptions occur
• Travellers are becoming more intentional, prioritising local experiences (73%) and better-value choices when planning trips

Booking.com has unveiled the Travel Happiness Index, a new research report exploring the emotional, financial and social drivers of travel among APAC travellers amid rising global uncertainty. Drawing on insights from 10,000 travellers across 10 APAC markets, the inaugural index identifies what makes trips truly memorable, stress-free and worthwhile for the region's diverse travellers.

The Travel Happiness Index combines two dimensions of traveller behaviour: the factors people say are important to a good trip, and the factors they prioritise most strongly when making trade-offs. By analysing both, it reveals that travel happiness is shaped not only by the experiences travellers seek, but also by the confidence, ease and reassurance that help make those experiences possible.

Travel Brings Joy, and the Anticipation Makes a Difference

For many travellers across APAC, travel not only remains a priority but the joy of it begins long before departure.

An overwhelming 98% of APAC travellers associate travel with positive emotions, and for many, it also plays an important role in their mental and emotional wellbeing. Across the region, in addition to travel helping them recharge, 86% say having a trip to look forward to lifts their mood. Nearly three-quarters (73%) say that anticipation helps them cope with the demands of daily life. Travel planning can add to that sense of anticipation, with 60% of APAC travellers finding the planning process itself enjoyable.

However, travel is not without its pressures: some travellers say trips can leave them feeling tired or drained (29%), pressured to make the most of their time away (20%), or uncertain (19%) and anxious (17%).

These sentiments vary across the region. South Koreans are most likely to report experiencing negative emotions related to travel (79%), followed by Indians (71%) and Japanese travellers (64%). Conversely, Chinese travellers appear to be the most positive, with over half (59%) reporting no negative emotions associated with travel at all.

Today’s travellers are balancing their desire for meaningful experiences with expectations, logistical considerations, and the realities of modern travel. As a result, smoother, more seamless, and less stressful journeys are becoming just as important as the experiences themselves.

Travellers are Redefining “Worthwhile” around Simple Moments

APAC travellers are increasingly finding fulfillment not in packed itineraries or bucket-list pursuits, but in the simple, meaningful moments on a trip. Appreciating natural scenery (35%), spending quality time with travel companions (28%) and enjoying good food or drinks (26%) contribute to trip satisfaction, with food, in particular, emerging as a standout source of joy in Japan, Singapore, South Korea, Thailand and Vietnam.

At the heart of many happy trips is connection, whether with travel companions, family, or the people and places encountered along the way. Family, in particular, stands out, with 59% saying family trips are the most enjoyable.

These evolving definitions of what makes a trip worthwhile are shaping how travellers plan their journeys, with more intention and value in mind: nearly three-quarters (73%) say they prioritise trying local food and incorporating meaningful experiences into their trips, and 67% say they will choose dates or destinations based on travel deals. Almost two-thirds (62%) say they will extend their trips to create more time to rest, recharge, and fully enjoy their destination.

The shift towards more purposeful travel is also influencing accommodation choices. Vacation homes, apartments, and other unique stays continue to resonate with travellers across the region, with 35% citing better value for money as a key reason for choosing these accommodations. A further 29% say such stays help them experience destinations in a more authentic and local way, providing greater immersion in the communities and cultures they visit.

Uncertainty is Reshaping Travel but Not Stopping It

Despite ongoing concerns around extreme weather (35%), health and hygiene risks (34%), crime levels (34%), inflation (30%) and political instability (30%), these factors are rarely dealbreakers, with APAC travellers’ remaining resilient and committed to travel.

While affordability remains an important consideration, many travellers are finding ways to make trips feel worthwhile through careful planning, better deals and more intentional choices. Across APAC, 46% say they feel more confident in their ability to afford travel than before.

Even when faced with disruption, nine in 10 (90%) travellers are willing to adapt rather than abandon their plans. And when plans do change, travellers are most likely to seek alternatives, with 27% opting for destinations that offer a similar vibe. Others would choose to postpone their trip (18%) or adjust the timing or duration of their travel (17%). However, attitudes vary across the region: Japanese travellers are most likely to cancel outright (26%), while Thai travellers demonstrate the greatest determination to travel, with just 3% who would cancel their plans.

Trust, Technology and Flexibility Help Travellers Book and Travel with Confidence

Digital tools have become an integral part of the modern travel journey, with 84% of APAC travellers saying digital tools make planning and booking easier. Travellers are also increasingly turning to technology to help them make more informed travel decisions: nearly three-quarters (72%) say digital tools such as search engines, booking platforms and AI-powered tools make it easier to find and compare travel options, while 68% say these tools inspire them to discover new destinations and experiences.

When it comes to making bookings, trust remains paramount. Booking platforms continue to serve as a trusted foundation for the travel journey, with nearly 9 in 10 travellers (88%) saying they feel more at ease when booking through a trusted platform. As travellers increasingly rely on technology to reduce friction and maximise the value of their trips, platforms that combine inspiration, discovery, confidence and seamless booking will play an increasingly important role in helping travellers turn plans into memorable journeys.

“This report makes it clear that for many people across APAC, travel is more than just about getting away - it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain,” says Laura Houldsworth, Managing Director, Asia Pacific, Booking.com. “As part of our mission to make it easier for everyone to experience the world, we’re focused on helping travellers book and plan with confidence, so they can focus less on friction and more on the experiences that make travel truly worthwhile.”

Research commissioned by Booking.com and independently conducted among a sample of 10,136 respondents across 10 countries in the Asia Pacific region (1,011 from Australia, 1,016 from China, 1,015 from India, 1,011 from Japan, 1,017 from New Zealand, 1,013 from Singapore, 1,010 from South Korea, 1,011 from Taiwan, 1,019 from Thailand, 1,013 from Vietnam). To participate, respondents had to be 21+ years old. The survey was taken online and took place in May 2026.

From filming TikToks (33%) to keeping up with your daily step count in the air (24%) new research from Booking.com reveals the modern in-flight habits frustrating passengers most - as travellers become increasingly divided over what’s acceptable behaviour at 30,000ft.

The findings reveal a growing “home-from-home” mentality in the cabin, with two thirds (67%) of travellers admitting they behave no differently on a plane than they do at home, bringing once-private habits into shared travel spaces.

While many are quick to call out these sky-high slip-ups, the research reveals a more contradictory reality. Despite 89% believing passengers should behave as they would on any other form of public transport, one in ten (11%) admit to kicking off their shoes and going barefoot during a flight. However, passengers are even more likely to take issue with what others bring on board, with pungent foods proving an even bigger bugbear (43%). Sushi (38%), garlic-heavy dishes (32%) and boiled eggs (31%) were named among the worst offenders.

Over three quarters (76%) admit comfort is their top priority when flying – something which becomes particularly important on long-haul journeys, where passengers share a confined space for many hours. And with Booking.com flight search data showing Bangkok as the top searched long-haul flight destination this summer by Brits – good in-flight etiquette is more important than ever.**

While some modern in-flight habits are harmless, others are leaving passengers increasingly frustrated. Yet despite the growing tensions in the cabin, most travellers still prefer to avoid confrontation. 31% say they would rather quietly tolerate irritating behaviour than speak up, instead venting to friends or family after the flight (36%).

To help navigate these changing norms, Booking.com has partnered with the Queen of Etiquette, Laura Windsor to decode the most talked-about in-flight behaviours - separating what’s acceptable from what should stay grounded.

Laura Windsor, Booking.com’s Etiquette Expert says “Flying has always been a shared experience, but what we’re seeing now is a shift towards people treating it more like their own personal space. Comfort is important, especially on longer journeys, but it should never come at the expense of those around you.

“Sometimes, it’s the smallest in-flight habits that make the biggest difference - whether that’s saving your aisle yoga flow for the terminal, keeping your seatmate out of your TikTok content, or treating the cabin like a shared space rather than your living room. A little self-awareness at 30,000 feet goes a long way.”

The top 10 most annoying passenger behaviours

1. Watching films / videos or listening to music without headphones (43%)
2. Bringing a strong-smelling or messy meal on board (43%)
3. Being leant over / have someone get too close so they take a picture or film out of the window (42%)
4. Filming social media content or TikToks during a flight (33%)
5. Getting caught in someone else’s filming for social media (30%)
6. Going barefoot during the flight (25%)
7. Walking up and down in the aisle to keep up with a daily step count or fitness goals (24%)
8. Performing or stretching or yoga in the aisle (23%)
9. Doing a manicure e.g., painting their nails, cutting or filing their nails (23%)
10. Using dental floss (18%)

Ryan Pearson, UK and Ireland Regional Manager at Booking.com says: “The way we fly is changing. Travel annoyances are no longer limited to reclining seats or aisle-hoggers before the doors open - there's a whole new set of rules to navigate. At Booking.com, we're here to make every part of the journey easier, and we hope this etiquette guide serves as a gentle reminder for everyone sharing the skies to stay mindful of other flyers.”

Whether you’re a barefoot stretcher or TikTok creator, Booking.com offers flights for every kind of traveller. To find your next trip, visit www.booking.com.

Note to editors

* Survey conducted by Opinium, 5th - 9th June, 2026. Sample: 1,000 British adults who have taken an international fight in the last year.

** Flight searches between 01.01.26 to 30.06.26 for flights between 01.07.26 to 15.09.26

About Booking.com

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

Britain's summer holiday is getting a makeover. Nearly three quarters (71%)* of Brits are planning to visit somewhere they've never been before, according to Booking.com's Summer Getaway Report - and the data shows a nation hungry for new experiences and bigger adventures.

Spain still tops the charts as the UK's favourite summer destination - leading both Booking.com search data and holiday wishlists (32%)*** - but travellers are looking further afield. Booking.com search data shows Shanghai, China is this summer's fastest-rising global destination for Brits, with searches up 88% year on year.**

Closer to home, there is a fresh demand for UK breaks too, with Morecambe (+106%), Carnforth (+86%) and Exmouth (+76%) among the fastest-rising staycation spots, and rounding out the top five summer trending destinations alongside Shanghai and Santa Barbara.**

Trending Global Getaways for summer 2026**

1. Shanghai, China (+88%)
2. Santa Barbara, USA (+57%)
3. LA, USA (+26%)
4. Kemer, Turkey (+25%)
5. Santa Maria, Cape Verde (+24%)

Trending European Escapes**

1. Budva, Montenegro (+56%)
2. Dublin, Ireland (+48%)
3. Durres, Albania (+42%)
4. Peschiera del Garda, Italy (+38%)
5. Kotor, Montenegro (+34%)

Trending UK Staycation Hotspots**

1. Morecambe (+106%)
2. Carnforth (+86%)
3. Exmouth (+76%)
4. Penzance (+45%)
5. Stratford- upon-Avon (+42%)

The rise of the ‘extreme’ day trip

Forget the weekend break. Brits are looking to embrace a bolder approach in the 'extreme' day trip. Nearly six in 10 (58%) say they'd travel to a dream destination and back in a single day, and one in five (21%) have already done it***. Booking.com flight search data backs the trend revealing that searches by Brits for same-day return international flights have risen 62% year on year.****

This drive to do more extends to holidays overall. More than a third (37%) say they're fitting more into every trip than ever before, and almost two thirds (65%) now choose experiences over simply switching off.***

Sub-culture capitals

That experience-first mindset is also reshaping why Brits choose to travel, with city breaks increasingly built around food (24%), festivals and cultural events (20%), art galleries (16%), coffee culture (14%) and vintage shopping (12%).***

Almost a third (32%) admit it is their shorter attention span that is driving their desire to squeeze more into every getaway.***

Child-free escapes take off this summer

Family holidays remain the most popular type of trip (51%)*, but many parents are carving out time for themselves too. Almost one in three Brits (30%) say they'd rather holiday without their children this summer. 41% are planning an adults-only getaway, and 37% are actively seeking adults-only hotels and resorts. It's perhaps not a surprise, as over half of parents (51%) admit holidays with kids can be more stressful than relaxing.***

Solo travellers head off the beaten track

Solo travel keeps gaining ground, and Portuguese destinations are leading the charge. Booking.com data shows searches for solo trips to Monção have surged 5,288%, while Machico is up 375%.*****

Trending solo travel destinations:

1. Monção, Portugal (+5288%)
2. Machico, Portugal (+376%)
3. Trapani, Italy (+131%)
4. Porto Vecchio, France (+99%)
5. Zakynthos Town, Greece (+93%)

Love is in the air this summer

Romance is also high on travellers’ priority lists, with 76%* of Brits planning summer trips with romance in mind. Nearly a quarter (23%) of single Brits hope to find love on their summer getaway, while 13% admit they have even travelled overseas for a date.***

The year of the bigger holiday budget

Despite cost-of-living pressures, many Brits are refusing to cut back on travel. Almost a third (31%) plan to spend more than usual this summer, with average budgets reaching £1,526. Much of that extra spend is being allocated to bucket-list experiences (27%), better accommodation (21%) and upgraded flights (18%). That said, almost a quarter (22%) of savvy travellers are still choosing connecting flights to keep costs down.***

Passion-led travel replaces the beach break

The traditional beach holiday is no longer the default with Brits increasingly building trips around personal passions - trips featuring hiking (19%), wildlife spotting (16%), solar eclipses (12%) and stargazing (10%) are all on the rise.***

When it comes to hiking, solo travellers are swapping resorts for scenic trails, with searches for the Seven Sisters Cliffs up 661% and the Lake District up 164%.******

Wellness is also climbing the travel agenda. From silent off-grid retreats (15%) to yoga breaks (10%), Brits are seeking more restorative escapes - saunas (22%), ice baths (12%), sound baths (11%), juice cleanses (11%) and breathwork sessions (11%) featuring in holiday plans.***

Ryan Pearson, Regional Manager for UK & Ireland at Booking.com, says: "This summer, we’re seeing holidays redefined. While classic destinations remain hugely popular, travellers are becoming more intentional about why they travel - whether it’s to discover somewhere new, embrace a solo adventure or a child-free break, or to follow a personal passion. This year's trends show people feel more inspired and adventurous than ever before."

Whatever your travel style this summer, Booking.com offers a wide range of places to stay and experiences to help you make the most of your trip.

ENDS

Methodology:

* Toluna surveyed 1,800 British leisure travellers

** Accommodation searches by UK travellers between 01.04.26 and 01.05.26 for stays between 26.07.26 and 04.09.26

*** The Opinium UK Consumer Omnibus online survey of 2,000 UK adults (18 and over).

**** Flight searches between 15 November 2026 and 15 May 2026, compared to 15 Nov 15 2024 and 15 May 2025

***** Accommodation searches by UK solo travellers between 01.01.26 and 01.05.26 for stays between 24.07.26 and 04.09.26

****** Accommodation searches by UK solo travellers between 01.01.26 - 14.04.26 for stays between 01.05.26 and 30.09.26

Drawing on insights from 1,240 executives and managers across 24 markets from the European accommodation sector, this year’s report affirmed the resilience and stability maintained by an industry that has faced many headwinds in recent years. But amid the overall positivity, key concerns highlighted priority areas for continued development particularly in addressing divisions between large and small businesses.

Steady growth and confidence levels bolstering adaptations to new market dynamics

Overall economic sentiment continues to hold, with 66% expecting positive development in the coming season and 60% reporting a strong general financial situation. Across the board, shifting marketing dynamics saw properties of all sizes report a similar experience: average daily rate growth moderated, with a three percentage point YoY drop in those reporting increases (40% in 2026 vs 43% in 2025), balanced by 50% seeing growth in occupancy rates, up 10% YoY.

However, while collective perceptions paint an optimistic picture, the findings highlight growing pressure on smaller and independent accommodations to keep pace with larger operations. In key business metrics, chains report more favourably on economic conditions with 72% rating their situation positively compared to 55% of independents. Similar patterns emerge across other key performance indicators including room rates (47% chains observed increases in the six months before the survey vs 37% of independents) and occupancy developments (56% chains observed increases vs 46% of independents).

Further divisions also emerge around key industry concerns, with particular challenges in the cybersecurity space and in navigating seasonal swings and external disruptions.

Cybersecurity: readiness gaps emerge as AI rapidly accelerates risks

At a high level, two-thirds of European accommodations (66%) feel their cybersecurity preparedness is sufficient, underpinned by wide adoption of core protections such as regular software updates (86%), network security tools (85%) and secure payment processing (80%).

But delving deeper, a clear cyber-readiness gap emerges between accommodations with large versus small operations. Nearly all respondents with 250 or more employees (94%) consider themselves adequately prepared, compared to only 60% of those with fewer than ten staff. While safeguards are common across the board, smaller operators are less likely to implement more advanced or ongoing practices: less than half (49%) offer staff training compared to 89% of larger employers, with similar gaps emerging for regular IT security audits (60% vs 89%) and engagement with specialist third-party providers (62% vs 95%).

When it comes to top concerns for the coming season, 21% of businesses with less than 9 employees cited cybersecurity attacks as a top concern compared to only 9% of those with 250+ employees, while payment fraud again saw a split of 25% versus 16%.

Only 5% of smaller accommodations self-reported a cybersecurity or data security incident in the past year, rising to 28% among the largest operations, reflecting both potentially higher exposure and a greater ability to detect and formally record incidents. As cyberattack techniques become ever more sophisticated, with legitimate credentials and systems increasingly exploited, maintaining resilience will require continuous investment in systems and skills, especially for smaller properties that already face resource constraints.

Navigating disruption and seasonal fluctuations

With peak season on the horizon, demand patterns and potential hurdles are front of mind. External disruptions are the top concerns, both in terms of likelihood and potential impact: 37% are specifically concerned about extreme weather or natural events hindering travel, while 32% are cognizant of local activities such as transport strikes or construction affecting guest access or operations. Interestingly, chains are marginally more concerned than independents on both fronts, with a difference of seven and five percentage points respectively.

Surprisingly, expanding or adapting facilities to include weather-independent amenities is the least adopted seasonality navigation strategy despite these factors being the top concern, but with 42%* of travelers already looking to avoid weather related disruptions by taking their trips outside of the traditional holiday season, attention is more focused on more commercial tactics.

Discounting stands out as the most widely-used and effective lever, with 72% of accommodations saying they offer off-season rates or packages with positive results. Diversified distribution strategies are often pursued, with 81% of hoteliers viewing online platforms as an effective channel for off-season demand, and organic social media (54%), paid search (50%), email campaigns (41%) and traditional media advertising (34%) all contributing to a broader mix.

Leaning into event-driven tourism is another popular route to alternative demand: 50% reported benefiting from event-driven travel in the past 12 months, with 14% describing the impact as significant. Among those that benefited, two-thirds (66%) cited improved revenue per room, while 60% reported increased bookings during typically low-demand periods, helping to offset weaker revenue at other times of the year.

“The 2026 European Accommodation Barometer shows a resilient industry that is adapting in real time to a changing landscape - from accelerated cyber risks to navigating climate related disruption and event-driven demand,” said Matthias Schmid, SVP Accommodations at Booking.com. “However, the findings also underscore potential fragmentation with differing experiences and pressures emerging across accommodations types and sizes. With that in mind, our goal remains to provide all of our accommodation partners with the insights, tools and partnership they need to thrive year-round, supporting industry growth across the board,”

Download the full report

To download the full 2026 European Accommodation Barometer report and corresponding country-specific editions (AT, HR, FR, DE, GR, IR, IT, NL, Nordics, PL, PT, ES, CH, UK) visit the Booking.com global media room.

About the European Accommodation Barometer 2026

The sixth edition of the European Accommodation Barometer is based on a survey of 1,240 executives and managers from the European accommodation sector, including hotels and alternative accommodations from each of the following countries and regions: Austria, Croatia, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, the Nordics (Sweden, Denmark, Norway, and Finland), Poland, Portugal, Spain and Switzerland. Additionally, 200 respondents were included from the rest of Europe, covering Romania, Belgium, Czechia, Bulgaria, Slovenia, and Slovakia. For the UK report specifically, a sample of 200 UK accommodations were interviewed during the survey period. Fieldwork was conducted between February 5 and March 24, 2026. Results reflect sentiment at that time and may not fully account for more recent geopolitical developments and related energy supply disruptions.

*Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.

About Booking.com

Headquartered in Amsterdam, European startup success story Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers from around the world with accommodations of all sizes, flights, rental cars, airport taxis and memorable in-trip experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

Only half (50%) of LGBTQ+ travelers say they feel relaxed when traveling for work, while nearly 1 in 4 (23%) report feeling anxious. The findings suggest a tension as corporate travel scales: while many employees are expected to travel for work, they lack the autonomy to choose where they travel, potentially exposing them to environments where they may not feel safe or supported.

Lack of support and clarity
LGBTQ+ traveler confidence is slipping as nearly half (45%) say they have hidden their identity on business trips to ensure their safety. The data points to an underlying lack of support and clarity on available resources from their employers as a contributing factor.

Only 54% feel adequately briefed on local LGBTQ+ laws before traveling to a new destination, and only 51% say their company clearly communicates relevant travel policies and resources. 55% of LGBTQ+ travelers say their direct manager is supportive of their concerns, while 42% don’t feel comfortable discussing those concerns at all.

Concerns impacting careers
The impact of these concerns also goes far beyond the trip itself. 42% of LGBTQ+ employees say they have turned down a lucrative business opportunity due to safety concerns or lack of employer support, while 44% have turned down or avoided applying for jobs entirely at companies that lack clear LGBTQ+ travel protections.

When business travel opportunities do arise, confidence to make a decision is shaky: only 52% say they would feel comfortable declining a business trip to a high-risk country without fear of hurting their career.

Building traveler trust
Employer policies are a key factor: over half (58%) say their decision to work for a company would be influenced by whether it offers strong LGBTQ+ travel protections. Clearer communication of travel policies and proactive education on local laws resources could also help reduce anxiety and build trust among employees expected to travel for work.

For accommodation owners, inclusive training and transparent communication of welcoming policies can help LGBTQ+ business travelers make more confident choices. Booking.com’s Travel Proud Badge is one such indicator, awarded to properties that complete inclusive hospitality training, with more than 140,000 globally.

“Business travel is often an inherent part of work and offers valuable opportunities for career growth and development, but our research shows that many LGBTQ+ travelers still face uncertainty,” said Matthias Schmid, SVP Accommodations at Booking.com. “Establishing clear pathways to the specific kinds of information and resources LGBTQ+ business travelers need can help create a more inclusive hospitality landscape, ensuring travelers feel confident and supported wherever work takes them.”

For even more insights into LGBTQ+ travel, take a look at Booking.com’s 2026 Travel Proud Research and Report.

Sources:

• Allied Market Research

Research commissioned by Booking.com and independently conducted among a sample of 13,331 respondents across 19 Markets: 222 from Argentina, 1,041 from Australia, 1,021 from Brazil, 839 from Canada, 527 from Colombia, 1,031 from France, 1,035 from Germany, 1,010 from India, 1,044 from Italy, 521 from Japan, 525 from Mexico, 508 from Netherlands, 218 from New Zealand, 219 from Singapore, 1,088 from Spain, 216 from Taiwan, 208 from Thailand, 1,019 from UK, 1,039 from US. To participate respondents had to be 18 years old or older, must have taken a personal trip that included an overnight stay in the last 12 months, either be involved or the primary decision maker about booking and planning travel, and must be part of the LGTBQ+ community. The survey was carried out between February and March 2026.

Trade-offs LGBTQ+ travelers make to experience the world safely

A striking finding in this year’s report: the LGBTQ+ travelers who report the fewest negative experiences and who appear to be the most confident - are those who identify as ‘not out’. Travelers who are ‘not out’ are the least likely to have had a negative experience related to their sexuality on a trip in the last twelve months (34% compared to 62% of all LGBTQ+ travelers globally, rising to 73% for LGBTQ+ travelers who identify as trans). They are also the only group where a majority didn’t report feeling anxious when travelling (53%) compared to 30% globally and just 20% of polyamorous travelers. It’s a stark reminder that the "safest" LGBTQ+ travelers are often the ones who are most effectively able to hide parts of who they are.

The decision to conceal parts of their identity; whether by choice or out of necessity, is sadly a reality shared by the majority of the LGBTQ+ travelers surveyed. Only 31% of respondents globally are out when traveling, compared to the 68% who are out to close friends. This number grows further when asked about where LGBTQ+ travelers want to go; with 40% willing to hide their identity in exchange for experiencing a bucket-list destination, highlighting that, for many, deciding between exploring the world and being fully themselves still involves profound trade-offs.

Precautions and anxiety on the rise, particularly for trans travelers

Further to that, 44% of LGBTQ+ travelers also say that they are taking more precautions than they were a few years ago; actions like sharing live locations with trusted contacts to manage anxiety (25%), deleting dating apps before border crossings (16%), using VPNs to disguise activity or access blocked sites (19%) and carrying burner phones (18%) are common. 48% of LGBTQ+ travelers constantly scan their surroundings before showing affection to their partner in public.

The data also highlights the particular challenges faced by trans travelers. They are the only group where the percentage who have become more anxious about travel outpaces their peers who’ve become more relaxed in recent years. With 43% feeling more anxious in the last few years compared to a global average of 27%. And while for most demographic groups, being ‘out in public late at night or after dark’ is the most frequently cited anxiety moment (22% globally). For trans travelers, using gendered facilities (bathrooms, changing rooms) is the number one anxiety trigger (24%); highlighting the reality of a travel experience which other groups do not face with the same intensity.

How are the industry and AI tools boosting LGBTQ+ traveler confidence?

Despite these trends, encouragingly LGBTQ+ travelers report far more positive experiences than negative ones globally, with 82% sharing at least one positive experience specific to their gender or sexual identity when traveling in the last year. These range from: staff using correct pronouns (34%), signs of inclusivity at a property such as pride flags (32%) or gender neutral bathrooms (32%) and LGBTQ+ staff members (32%). And as a whole, 58% of LGBTQ+ travelers believe that acceptance has improved in the last few years.

Interestingly, the same digital tools that LGBTQ+ travelers are taking precautions with, are on the flip side, increasingly seen as ways to search for impartial information, connect with members of the community in destinations, and find reassurance about a hotel or attraction. Two-thirds (66%) of LGBTQ+ travelers used AI to plan a trip in the last year, with 43% trusting AI to provide objective, non-judgmental travel advice regarding their identity. 39% believe AI is efficient at finding niche LGBTQ+ friendly spots which are hard to find via standard search. 37% feel safer asking AI sensitive questions about the local LGBTQ+ scene than asking a human, and 30% say that they would find an inclusion or ‘LGBTQ+ friendly’ filter useful when booking travel online.

“This year’s research shows why our Travel Proud program continues to be as important as ever. We’re encouraged by how the program has grown in the five years since it launched in 2021 and how enthusiastically it has been embraced by so many of our partners around the world. Training is now available in 11 languages and has been completed by more than 142,000 properties, allowing travelers to filter for LGBTQ+ friendly properties in over 20,000 cities and destinations across the globe.

Despite the challenges, and the increased precautions LGBTQ+ travelers are taking in order to feel safe, we are inspired by the 66% globally who prioritize trips where they can be 100% themselves; and who continue to fiercely and authentically Travel Proud.” Matthias Schmid, SVP of Accommodations, Booking.com

Read the full Travel Proud Research Report for an in-depth exploration of LGBTQ+ travel experiences in 2026, including brand new insights addressing questions such as:

• Which nation is more likely to be out when traveling than at home?
• Who do travelers in polyamorous relationships trust most for travel guidance?
• What kind of trade-offs are made by LGBTQ+ business travelers?
• What are the biggest concerns for LGBTQ+ travellers with children globally?

With the Travel Proud filter and badge on Booking.com, LGBTQ+ friendly properties are easier to find for millions of travelers looking for inclusive stays. Simply select the ‘Travel Proud (LGBTQ+ friendly)’ filter or keep an eye out for the rainbow suitcase on property pages. Find out more: here.

For accommodation providers, learn more about completing the online Travel Proud training and the specific challenges faced by LGBTQ+ travelers in order to become a Travel Proud property here. The program has been created by independent third-party experts in inclusive hospitality and has been completed by more than 142,000 Travel Proud partners all over the world.

*Research commissioned by Booking.com and independently conducted among a sample of 13,331 respondents across 19 Markets: 222 from Argentina, 1,041 from Australia, 1,021 from Brazil, 839 from Canada, 527 from Colombia, 1,031 from France, 1,035 from Germany, 1,010 from India, 1,044 from Italy, 521 from Japan, 525 from Mexico, 508 from Netherlands, 218 from New Zealand, 219 from Singapore, 1,088 from Spain, 216 from Taiwan, 208 from Thailand, 1,019 from UK, 1,039 from US. To participate respondents had to be 18 years old or older, must have taken a personal trip that included an overnight stay in the last 12 months, either be involved or the primary decision maker about booking and planning travel, and must be part of the LGTBQ+ community. The survey was carried out between February and March 2026.

The concern is not without merit: 1 in 4 (26%) of travelers have already experienced extreme weather or a natural disaster when traveling in the past 12 months. More than half (55%) say these risks are stressful when planning a trip, with the same number (55%) saying unpredictable weather makes it hard to know when to travel. As a result, data suggests a demand trend beyond traditional peak months and popular destinations.

Shifting Demand Beyond Peak Season

While peak travel season has traditionally been concentrated in the months of June to August, data is showing a shift for travelers, with 42% planning to travel out of peak season and 25% seeking cooler destinations. This is supported by the over half (55%) that deemed some destinations too hot to visit during their preferred time, pointing to a larger trend towards travel that offers increased climate reliability and comfort.

Signs of this behavior are visible today: Booking.com accommodation search data shows an increase of global searches to Slovenia (+29%), Norway (+33%) and Finland (+27%) during the peak travel months in 2025, compared to the year prior. Research from the European Travel Commission shows September emerging as a major travel month, with 22% of Europeans planning trips in 2025 (vs. 25% in July and August). These options would also appeal to the travelers more likely to go to a less popular destination to avoid large crowds (68%), and avoid destinations known for extreme weather (68%).

Adapting to Capture Changing Demand

The impact of climate-related travel disruptions has already been felt by accommodation partners, 40% have already adjusted operations due to climate risks, with nearly 1 in 4 (24%) experiencing disruption in guest arrival / departure due to extreme weather, and 23% witnessing guest discomfort directly leading to negative reviews.

This creates an opportunity to proactively address climate-related concerns (e.g. extreme heat) to protect the guest experience and boost confidence during the booking process. For those partners in ‘cooler’ destinations, this presents an opportunity to capture demand by positioning their properties as more comfortable, reliable alternatives. Beyond more stable climates, travelers may also be attracted to fewer crowds and better value for money.

"Holidays are a big emotional and financial investment for most of us; and thinking about where and when to go to minimize the chance of disruption or discomfort is a key part of that decision making process for travelers,” said Matthias Schmid, SVP of Accommodations at Booking.com. “Accommodation providers who can proactively address some of the risks and worries of travelers have an opportunity to build the trust of guests and maintain the best possible experience for customers".

For even more insights into the trends driving travel this year, visit Booking.com’s Travel & Sustainability Report 2026.

Sources:

• Booking.com 2026 Travel & Sustainability Report
• Booking.com accommodation search data; searches for Slovenia, Norway, and Finland, June-August 2025 compared with June-August 2024.
• ETC: Europeans eager to travel with growing interest in quieter places

Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.

Partner Survey commissioned by Booking.com of 3,715 Partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, UK, US between 3-16 February 2026.

Although less than half (47%) of the Boomer survey respondents (61+), say they want to travel more sustainably in the coming 12 months, compared to 60% of Gen Xers (45-60), 71% of Millennials (29-44) and 75% of Gen Z (18-28), research shows that perhaps their actions speak louder than words. Because when it comes to the practical steps travelers are taking to be more sustainable, it seems older generations are more action oriented than younger ones:

• Of those who intend to travel more sustainably over the next year, two thirds of Boomers (67%) say they will reduce general waste when travelling compared to 56% of Gen X, 52% of Millennials and less than half of Gen Z (48%).
• 60% of Boomers intend to reduce energy consumption (such as turning off air conditioning and lights in their room when they aren’t there), compared to 51% of Gen X, 46% of Millennials and 42% of Gen Z.
• 59% of Boomers say they will shop more at local, independent stores on their trips compared to 50% of Gen X, 44% of Millennials, and 42% of Gen Z.
• And perhaps, unsurprisingly, older generations were much more likely to report plans to travel outside of peak season: Boomers (63%), Gen X (48%), Millennials (41%) and Gen Z (36%).

That said, there are some areas where younger generations lead on more sustainable behaviors, particularly when it comes to learning about local cultures, indigenous communities or the conservation of wildlife:

• Nearly a third of Gen Z (31%) and Millennials (29%) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 23% of Gen X and 18% of Boomers in the last twelve months.
• And almost a quarter of Gen Z (24%) and Millennials (23%) had participated in a tour or activity that contributed to the health or conservation of the local ecosystem or wildlife, compared to 16% of Gen X and 9% of Boomers. 

Extreme Weather: A Concern for All Ages

While generations may differ on what they say versus what they do, extreme weather is actively reshaping travel choices and timings, becoming a significant consideration for all age groups. Nearly three quarters of all survey respondents said they consider extreme weather risk when choosing both destination (74%) and timing (74%). Globally 68% say they actively avoid destinations known for extreme weather, 55% find extreme weather stressful when booking a trip and 55% feel unpredictable weather makes it hard to know when to travel. 

Strikingly, almost a third of travelers globally (31%) reported having canceled or changed trip plans in the past twelve months due to extreme weather or natural disasters (e.g. high temperatures, storms, wildfires, floods, etc.). More than half of all those surveyed (55%) said that certain destinations had become too hot to travel to when they wanted to visit them, and that they had removed destinations from their travel wish list due to news of extreme weather or natural disasters (52%). Similarly, in a survey of 3,715 hotel and accommodation providers across 18 countries by Booking.com*, 24% said they had also experienced operational disruptions due to extreme weather in 2025, and 40% of them had adjusted their operations in response to existing or potential climate-related risks such as heatwaves or storms.

Broader Understanding of More Sustainable Ways to Travel

The efforts properties are making to operate more sustainably is, in fact, of equal importance across all ages: with over a third of each age group saying they plan to stay at an accommodation which has a sustainability certification in the next twelve months: Boomers (35%), Gen X (35%), Millennials (36%) and Gen Z (35%). And it’s not just intent, recently released data shows that travelers booked 100 million room nights at properties with a third party sustainability certification in 2025 on Booking.com.***

Alongside staying at properties that have a sustainability certification, and well-known behaviors like reducing waste, energy consumption and avoiding harm to wildlife, making conscious decisions about the timing and destination of trips are part of a broader understanding of how people plan to travel more sustainably in 2026.

Globally 43% of all travelers say they plan to avoid overcrowded tourist destinations (up 11% YoY), 42% plan to travel outside of peak season, and 25% will seek out destinations with cooler temperatures. Of those choosing quieter destinations, 44% state a desire to avoid contributing to overtourism, and 37% of those travelling outside of peak season want to reduce pressure on destinations, in line with a growing understanding of the impact of travel on communities as well as the environment.

“This year’s Travel & Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather and actively avoiding crowds are now norms at all ages” Says Danielle D’Silva, Director of Sustainability, Booking.com. “We are encouraged by the broad range of ways travelers are already traveling more sustainably, and how they plan to continue. Whether that’s the 100 million room nights travelers booked with accommodation partners displaying a third-party sustainability certification on our platforms in 2025, using public transport or hiring an electric vehicle to get around on their trips, or indeed, choosing cooler and quieter destinations altogether. As a global leader in travel, we want to make it easier for both travelers and partners to continue to make these more sustainable choices so that everyone can continue to enjoy the benefits that travel brings, and that destinations can continue to be enjoyed by visitors and residents alike.”

Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026. The age ranges for each generation were defined as: Gen Z 18-28, Millennials 29-44, Gen X 45-60, and Boomers 61+.

**Partner Survey commissioned by Booking.com of 3,715 Partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, UK, US between 3-16 February 2026.

***2025 Booking Holdings Sustainability Report to be published on 04/21/26

To explore these questions, for the second-year running, the report also asked respondents about their experiences of tourism where they live. The survey of 32,500 respondents across 35 countries revealed that globally 60% say tourism has an overall positive impact on where they live. The top benefits stated are: economic growth (59%), job creation (46%), and greater entertainment and leisure options (41%) – all making a tangible difference to local life and livelihoods. The biggest downsides are traffic congestion (40%), increased littering and waste (37%), and the rising cost of living and overcrowding (both 31%).

To mark the release of the report, Booking.com shares six ways to travel more sustainably informed by how people around the world experience tourism where they live:

1.   Go beyond headline destinations

Overcrowding in tourism hot-spots can put pressure on local infrastructure and disrupt daily life for residents. With 29% of people saying they’d like their local area to promote nearby towns and attractions to travelers, and 43% of travelers wanting to avoid overcrowded tourist destinations or attractions, venturing ‘beyond the guidebook’ can benefit residents and travelers alike. While some sights will always be unmissable, the most memorable travel moments often happen in the least expected places, often when exploring quieter neighborhoods or outside of capital cities. Paris is, with reason, one of the most popular tourist destinations in the world, but smaller French cities like Bordeaux, with architecture to rival the City of Light, or Lyon, the gastronomic capital of France, can offer similar experiences with fewer crowds while also being lighter on the wallet. Or consider swapping the high-octane buzz of Thonglor, for the hip but laid-back neighborhood of Ari when exploring a capital city like Bangkok. The result is a win-win: travelers get more authentic experiences outside of the busiest spots, while smaller cities and residential communities benefit from new visitors and pressure is eased on more crowded areas.

2.   Travel outside peak seasons

There’s a reason shoulder-season travel is a favorite among frequent travelers: streets are less busy and popular spots can be explored at a slower pace. With overcrowding a challenge in many popular destinations, 25% of locals would like to see where they live promote alternative times to visit. While 42% of travelers are looking to go abroad outside peak season, even shifting a trip by a few weeks can reduce pressure on local communities during the busiest periods. Why not visit Australia’s sandy beaches during their winter (Jun-Aug)? Noosa, situated at the northern tip of Queensland’s Sunshine Coast is particularly delightful at this time of year and great for hiking and whale-watching when there are fewer visitors compared to the peak of summer, or explore the Amalfi Coast in Italy during October-November when it’s quieter and the weather is milder but the scenery just as beautiful as in the summer months. Families, more restricted to traveling during school vacations, could arrange a trip to destinations popular with nationalities that have different school term dates for a more relaxing and often less expensive time away. These simple switches can help local towns manage visitor flows more evenly throughout the year.

3.   Get around like a local

With 41% of people saying they would like to see where they live offer improved public transport to make tourism more sustainable, how travelers move through a destination can have a real impact. For the 46% of travelers planning to use more sustainable modes of transport while away, the options are endless – from cycling and walking to catching public transport. Walking to neighborhood cafés, catching a tram or taking a bike ride along a waterfront often means seeing more of a place than jumping between landmarks in a taxi or car. Of course, hailing down a Black Cab in London or a Yellow Taxi in NYC are experiences to enjoy as a visitor, but the Underground or Subway are often the fastest and cheapest ways to get around as a visitor and just as iconic. The wealth of travel and map apps also makes it easier than ever to move around on foot to explore walkable cities such as Singapore, Osaka, Vancouver and Seattle, and really get under the skin of a destination, all the while reducing traffic and emissions.

4.       Spend where it stays

Where travelers choose to eat, shop and book attractions is one of the most direct ways to support local communities. With 29% of people calling for more support of local artisans/businesses, and the rising cost of living now a global reality, skipping the familiar chain restaurant in favor of a family-run spot can help ensure money spent on trips stays in local economies. With 45% of people saying they plan to shop at more local, independent stores while away, picking up gifts from markets rather than an airport-style souvenir shop and spending locally can mean bringing home more authentic souvenirs and supporting local businesses and craftspeople at the same time. 

5.       Conserve local environments

Natural beauty often draws travelers to a destination in the first place, so protecting it should be a part of the experience. With 37% of people saying increased littering from tourism is a challenge in their local area, it’s good news that 52% of travelers want to reduce general waste while traveling such as through recycling and avoiding single-use items. Here, small, everyday choices such as carrying a reusable bottle or tote and making sure you’ve left no trace can make a big difference. Reducing the impact of visitors on fragile ecosystems is also important; stick to marked paths rather than stepping into sensitive habitats for a better photo, and be careful not to damage plant or marine life. When planning a wildlife focused trip, instead of going straight for the busiest hotspots, such as the Galápagos, Masai Mara or Serengeti, why not look to more secluded and just as captivating alternatives such as Ecuador’s Pacific Coast, or less visited parks such as Samburu in Kenya, and Nyerere in Tanzania. These behaviors and swaps can help preserve the natural beauty of destinations and preserve the ecosystems local communities rely on to thrive.

6.       Engage with local cultures and communities

Small efforts to understand local customs can change not only travelers’ experiences but how respected locals feel. With 28% of residents wanting tourists to better understand local laws and customs, and 30% calling for more conservation funding, it’s important to be mindful of cultural norms and what local people value and want protected. Before traveling, read up on local etiquette, dress codes, religious customs and any site-specific rules, especially around sacred spaces, historic landmarks or protected natural areas. Even small gestures like knowing when photography is inappropriate or learning a few words in the local language can signal respect. These choices often lead to warmer, better interactions from locals, reduced cultural friction, and help protect the traditions at the heart of residents’ unique identities.

These six steps are simple actions everyone can take. By making more thoughtful, considered choices, visitors can reduce their impact on the planet and local communities while ensuring destinations can continue to be enjoyed by future generations of residents and visitors alike.

Around 5,000 tourism accommodation professionals (employers and employees) across Europe were surveyed, in addition to almost 200 in-depth interviews with industry and labor market experts. This diverse set of perspectives defined a comprehensive understanding of the complexities facing the European tourism accommodation sector.

Conflicting priorities

While 59% of employers say skills gaps are not currently affecting them, the research reveals a growing disconnect between perception and preparedness. As technological change accelerates, many businesses are failing to prioritise the very capabilities they acknowledge will be vital in the future. 

Eight in ten (82%) employers said digital literacy will be critical to their business in the future, yet only 16% currently prioritise it as a training need. Moderately more impetus was put on leveraging technology for efficiency and guest service, which 78% viewed as increasingly important but still only less than a third (29%) had this as a major training focus.

Similar patterns appeared across other competencies. Nine in ten (87%) expected skills related to sustainability and environmental management to grow in importance, but just 11% prioritise training today. In sales, marketing and revenue-driving capabilities, 78% say these skills will be critical, while only 9% prioritise development now.

Divided attentions and masked confidence levels

Soft skills also presented contradictions. Only 12% of employers viewed customer service as the greatest training need, yet given the chance to improve just one area of underperformance, this was the top selection. At the same time, industry and labour market experts stressed the need for continued investment in soft skill development, with communication, adaptability and teamwork consistently highlighted as shortcomings. Given the immediate impact of these vital front-line skills on performance, it’s perhaps understandable that employers focus on short-term service gaps while putting ‘future’ needs on the back burner.

Employee confidence levels may also be undermining urgency. Three-quarters (75%) of  employees felt they had strong digital literacy, with equally positive perceptions of their competencies across hotel digital systems (69%); data-driven decision making (67%); sales, marketing & distribution (66%); and revenue management & pricing (64%). On the soft skills, customer service was rated as their strongest proficiency.

Despite this, 36% of employees cited lack of relevant skills as a barrier to the career progression they desire. With almost 70% viewing hospitality as a long term career and 83% aspiring to leadership roles, the reported confidence in current strengths may not tell the whole story.

Addressing the skill gaps

Delivering structured upskilling is a challenge for many accommodation providers. The 2025 European Accommodation Barometer cited high costs and difficulty integrating with existing business demands as top barriers. In the same research, 42% of accommodations surveyed also shared that staff turnover further hindered delivery of training. 

While the frameworks may not yet be established, there are encouraging signals that employers are willing to support employee development - with the right parameters in place. Half of employers surveyed would encourage online training if it was low cost, high quality and local language, and on average they were willing to dedicate 4.6 hours a week of their employees’ time. Employees are similarly eager: 88% would likely join online training if available, and feel ready to invest 3 hours a week on average.

“Independent accommodations are an indispensable cornerstone of Europe’s tourism ecosystem, so the disconnect between digital transformation needs and current training priorities cannot be ignored”, said Matthias Schmid, SVP Accommodations at Booking.com.  “Booking.com has long since been committed to supporting our partners’ continued growth and development, and we believe now is the moment for strong collaboration across the industry to define accessible, scalable solutions that will address the skills gap and ensure future competitiveness.”

For a deeper look at the research outcomes and surrounding context, visit https://www.statista.com/study/193478/upskilling-european-hospitality

Methodology: 4,110 executive managers overseeing development, finance and staff throughout the EU and Switzerland were surveyed via telephone interview between June and August 2025; 798 hotel or accommodation employees (inc. prospective) in Spain, Italy, France and Germany via online survey between June and August 2025; 194 in-depth interviews with industry and labour market experts across the Netherlands, Germany, Spain, Italy, France, Switzerland, Austria, Croatia and Greece, carried out between June and October 2025. 

As part of the fourteenth edition of the Traveller Review Awards, Booking.com unveils the 10 Most Welcoming Cities for 2026**, powered by more than 370 million verified reviews from travelers across the world. Based on the share of local accommodation partners recognized this year with an Award, these destinations stand out for their top-tier service and commitment to great hospitality.

Montepulciano, Italy
 

Perched high above the Tuscan countryside, Montepulciano is a hilltop gem where medieval architecture, world-class wine, and sweeping vineyard views create an atmosphere of timeless charm. Known for its celebrated Vino Nobile di Montepulciano, the town invites visitors to wander Renaissance palaces and narrow stone alleys that lead to Piazza Grande, the central square crowned by the imposing Palazzo Comunale tower and breathtaking panoramas of rolling hills and cypress-lined ridges. The town’s culinary traditions are equally enticing, from signature hand-rolled pici pasta to hearty local dishes like Bistecca alla Fiorentina. To enjoy more of the local cuisine and experience rural Tuscan life up close, travelers can embark on a Cinta Senese Pigs adventure with stops at olive groves and vineyards before visiting Cinta Senese pigs, easily recognized by their distinctive white belt. With its blend of rich history, striking scenery, and refined hospitality, Montepulciano offers an effortlessly authentic Tuscan escape.

Where to stay: Once the retreat of a noble family from Montepulciano, Villa Cicolina is now a beautiful hotel that serves as a welcoming base for those exploring the town. Adorned with original paintings and frescoed ceilings, the hotel is decked out with antique furniture reminiscent of the town’s rich history. Guests can explore the hotel’s gardens which lead to a small church, as well as its own wine cellar home to an impressive collection of wines and olive oil.

How to get there: Montepulciano is a few hours north of Rome Fiumicino International Airport, accessible on public transport by train and bus, or more conveniently with a rental car. 
 

Magong, Taiwan
 

Nestled along the western coast of Penghu Island, Magong is a lively harbor city that seamlessly pulls together historic backdrops, vibrant markets, and coastal scenery. Known for centuries-old temples and traditional architecture, the city entices guests to stroll narrow streets lined with red-brick buildings, admire the ornate Tianhou Temple, and explore the waterfront dotted with fishing boats and seaside cafés. The nearby Zhongyang Old Street is lined with traditional shops and crafts, coming alive at night with oyster omelets, grilled squid, and cactus sorbet. Travelers can also explore fishing villages and farms to savor fresh seafood with locally brewed drinks while experiencing the warm hospitality of the Penghu community. Just beyond the city, dramatic columnar basalt cliffs, sandy coves, and clear waters offer some of Taiwan’s best coastal scenery, while seasonal events like the Penghu Fireworks Festival and local specialties such as Penghu brown sugar cake highlight the island’s vibrant cultural spirit. Magong’s mix of cultural heritage, scenic ocean vistas, and warm local hospitality presents an authentic and memorable Taiwanese island escape.

Where to stay: Overlooking Magong’s blue waters and Qingwan Cactus Park, Beachcastle & Sea View Villa is a serene beachfront escape just a five-minute walk from Shanshui Beach. This welcoming property features 17 rooms with a sun terrace, lush gardens, and a swimming pool. Families can make use of the indoor playroom and outdoor playground, while active travelers can arrange guided snorkeling trips. Cultural and natural attractions, including Shili Beach, Penghu Mazu Temple, and the Chang Yu-sheng Memorial Museum, are all within easy reach, with Makung Airport just 25 minutes away by car.

How to get there: There are frequent 40–50 min flights from mainland Taiwan or the option of ferries running from Chiayi Budai or Kaohsiung to Magong Harbor.

San Martín de los Andes, Argentina
 

Set on the tranquil shores of Lake Lácar and framed by the rugged peaks of the Andes, San Martín de los Andes is a Patagonian haven where alpine vibes and natural beauty converge. The town’s cozy streets, lined with wooden chalets, lakeside cafés, and artisan shops, invite visitors to stroll at a leisurely pace and soak in the serene surroundings. Outdoor enthusiasts can venture into nearby Lanín National Park, a vast expanse of ancient forests, sparkling rivers, and volcanic landscapes perfect for hiking, kayaking, and wildlife spotting. In the winter months (between June and August), Cerro Chapelco serves as the ideal playground for skiers and snowboarders, while summer reveals sunlit trails and hidden waterfalls. With scenic tranquility, adventurous pursuits, and rich local culture, San Martín de los Andes represents an authentic Patagonian escape that feels both restorative and exhilarating.

Where to stay: El Refugio Ski & Summer Lodge is a cozy mountainside retreat brimming with rustic flare and modern comforts. Travelers can relax in chalet-style rooms, unwind by the firepit or in the library, and enjoy the indoor pool and spa after a day of outdoor adventure. The lodge provides ski-in/ski-out access, hearty breakfasts, and amenities such as free parking and laundry service, making every stay effortless. Surrounded by forests and sweeping mountain vistas, El Refugio delivers a serene escape for those seeking the ideal blend of adventure, relaxation, and a true taste of Patagonian life.

How to get there: San Martín de los Andes is a 30-minute drive from Aviador Carlos Campos Airport. 

Harrogate, United Kingdom
 

Situated in the heart of North Yorkshire, Harrogate is an elegant English spa town full of historic charm. Quaint boulevards and ornate Victorian façades frame a town filled with modern and contemporary cafés, indie shops and scenic garden paths perfect for leisurely strolls. Valley Gardens burst with color, while the Montpellier Quarter delights with independent shops and lively wine bars tucked between historic terraces. Harrogate is also famed for its Turkish Baths, offering a quintessential spa experience that reflects the town’s long-standing wellness heritage. Captivating with its harmonious mix of culture and greenery, Harrogate invites travelers to unwind while discovering the quieter corner of northern England.

Where to stay: York Place One is a modern, light-filled retreat just 1,600 feet from Harrogate Library and overlooking the town’s 200 acre grass parkland known as The Stray. The one bedroom apartment, which has recently been fully refurbished, features a king size bed, Smart TVs and complimentary private parking Central cafes, boutiques, and cultural attractions are within easy walking distance, while Ripley Castle, Bramham Park, and Rudding Park Spa are a short drive away.

How to get there: Harrogate is easy to reach, whether arriving by air or rail. Leeds Bradford Airport is less than a 30-minute drive away, and regular train services connect the town with nearby cities in the UK such as Leeds and York.

Fredericksburg, Texas, United States 
 

Set amid the rolling hills of Texas Hill Country, Fredericksburg blends small-town hospitality with a rich cultural heritage. Founded in 1846 by German settlers, it preserves its roots through traditional architecture, authentic cuisine, and energetic festivals celebrating its European origins. The town mixes history, adventure, and Southern hospitality. Outdoor enthusiasts can explore the nearby Enchanted Rock State Natural Area with its striking pink granite dome, scenic hiking trails and stargazing opportunities, while those seeking a gentler pace can meander down Main Street to uncover a wealth of boutique shops, art galleries, and traditional bakeries. Visitors can also join other fellow travelers to explore the town’s cultural offerings on a tour of the Historic District. Fredericksburg has plenty of  farm-to-table dining options and lively music venues to enjoy, characteristics that easily define why Fredericksburg is known for its welcoming energy.

Where to stay: Luxury Shipping Container The Desert Escape is a sleek, comfortable one-bedroom villa, just a short drive from Rancho Ponte Vineyard and Old Tunnel State Park. It provides easy access to Fredericksburg’s wineries, outdoor adventures, and small-town charm. Guests can cook in the fully equipped kitchen and relax with a planned cozy night in front of the TV, all against a peaceful backdrop ideal for unwinding.

How to get there: Fredericksburg is just over an hour’s drive northwest of San Antonio International Airport or an hour and a half west from Austin-Bergstrom International Airport. 

Pirenópolis, Brazil
 

Pirenópolis is a captivating town in the heart of the central Brazilian state of Goiás, brimming with historical significance, cultural depth and natural beauty. Its cobblestone streets, colorful façades, artisan shops and baroque churches never fail to delight, while the surrounding hills hold more than 80 waterfalls, including the tranquil Meia Lua and mystical Cachoeiras dos Dragões. Travelers can explore at their own pace by either renting a car or joining guided tours, discovering hidden pools, forest trails and scenic viewpoints along the way. The town’s regional cuisine, along with lively craft markets, adds even more local character, and between April and June, the Festa do Divino Espírito Santo fills the streets with music, dance and traditional flavors. and the aromas of local cuisine. Mixing adventure, history, and warm Brazilian hospitality, Pirenópolis offers an unforgettable escape.

Where to stay: Located in the heart of Pirenóplis Old Town, Confraria da Prata Flats is a stylish retreat just a five-minute walk from Nossa Senhora do Rosário Church. Guests can unwind in cozy, well-appointed apartments, relax on the sun terrace or in the lush garden, or take a dip in the year-round outdoor pool. The property also features a picnic area, outdoor fireplace, and seating areas perfect for soaking up the Pirenópolis sunshine or enjoying the free breakfast that is included.

How to get there: Pirenópolis is about a 3-hour drive from Brasília and roughly 2 hours from Goiânia, making it an easy escape into the heart of Goiás.

Swakopmund, Namibia 
 

Set on Namibia’s rugged western coast, Swakopmund is a coastal town where golden dunes meet the Atlantic, offering a unique combination of adventure, nature and culture. Visitors can sandboard down towering desert slopes, embark on thrilling kayak trips alongside playful seals at Pelican Point, or explore the town’s picturesque streets lined with historical architecture, boutique shops, and trendy cafes. Food lovers can savor German-inspired cuisine, fresh seafood, and premium craft beers, while annual events like Oktoberfest showcase the town’s lively and historical spirit. With dramatic desert landscapes & vistas, a scenic shoreline, and a rich cultural heritage, Swakopmund promises unforgettable experiences for every traveler.  

Where to stay: 

Nestled in a quiet corner of Swakopmund,  Fritz Manor Bed and Breakfast is a welcoming retreat just a short walk from The Mole Beach and the town’s vibrant center. Dedicated to reviving Swakopmund’s bed-and-breakfast tradition, this boutique stay blends modern comfort with rich architectural character. Guests can enjoy spacious rooms, family-friendly and accessible facilities, and a continental breakfast before exploring quirky shops, inviting cafés, local museums, or simply relaxing under the coastal skies. Fritz Manor is the perfect base for a Namibian adventure. 

How to get there: While Swakopmund doesn’t have its own airport, travelers can fly to Walvis Bay Rooikop, which is located just over 20 miles away.

Takayama, Japan
 

High up in Japan’s mountainous Hida region, Takayama is a town where Edo-period charm endures. In the Sanmachi Suji district, narrow streets are lined with beautifully preserved wooden merchant houses, traditional sake breweries, and artisanal shops that allow for a step back in time. The Miyagawa Riverside Market comes alive each morning, while guided sake tours reveal the secrets of brewing and end with tastings of this iconic rice liquor. Nearby, the Hida Folk Village and the UNESCO-listed village of Shirakawa-go showcase centuries-old rural architecture, adding depth to any visit. Visitors can savor Hida beef, served in sizzling yakiniku grills or comforting ramen bowls, alongside local specialties like Hoba miso grilled on magnolia leaves. With its blend of history, craftsmanship and culinary delights, Takayama delivers a warm and unforgettable traditional Japanese experience.

Where to stay: Ryokan Tanabe, located in the heart of the Takayama Old Town, provides travelers with an authentic Japanese stay just steps from historic streets and train stations. Tatami-lined rooms, futon bedding and in-room kaiseki dining create an immersive cultural escape, while the soothing onsen baths are the perfect place to unwind after exploring the town. With its peaceful ambience and unbeatable location, this property is an ideal base to discoverTakayama’s rich heritage while relaxing in true Japanese style.

How to get there: Takayama is easily accessible by train or car. Ryokan Tanabe is just a 7–10 minute walk from Takayama Station, which is connected via a scenic rail journey from Nagoya. Those arriving by air can reach the town with a two-hour drive from nearby regional airports, including Toyama and Matsumoto. 

Noosa Heads, Australia 
 

Fringed by golden beaches and lush hinterland, Noosa Heads on Australia’s eastern coast is a sun-soaked escape where travelers can enjoy adventure and relaxation in equal measures. Surfers ride the iconic breaks of Main Beach, while calm waters at Little Cove are perfect for paddleboarding or swimming. Coastal trails wind through Noosa National Park reveal headlands with panoramic views, hidden coves, and the chance to spot koalas, dolphins, and native birdlife. Hastings Street comes alive with boutique shops, cafés and restaurants, bringing the laid-back beach vibes and vibrant energy. For a change of pace, the Noosa Everglades Serenity Cruise glides through quiet mirrored waterways surrounded by eucalypt forests and calm wetlands, an unforgettable way to connect and fully immerse oneself in the region’s natural beauty. 

Where to stay: 
Just a short stroll from Hastings Street and less than 2,000 feet from Noosa Beach, Noosa Boutique Apartments & Elkhorn Villas consists of modern, individually decorated apartments and villas with air conditioning, sun-filled interiors, and private patios or balconies, some overlooking the Noosa River. Guests can enjoy a heated outdoor pool and spa, free undercover parking, and easy access to boutique shopping, cafés, or even early morning surf sessions.

How to get there: Noosa Heads is around a 30-minute drive from Sunshine Coast Airport or about two hours from Brisbane Airport, which has more international flight options.

Klaipėda, Lithuania 
 

Framed by sweeping Baltic coastlines and pine-scented dunes, Klaipeda is a breezy seaside escape where maritime heritage meets modern coastal living. Its delightful Old Town, full of timber-framed houses, cafés, and cobbled streets, leads to a harbor alive with ferries, sailboats, and ships. Across the water, the UNESCO-listed Curonian Spit offers dunes, forests, and beaches ideal for cycling, hiking, and wildlife spotting. Back in the city, Smiltynė Beach, the Sea Museum & Dolphinarium, sculpture parks, and summer festivals create a laid-back yet culturally rich atmosphere. As night falls, handmade wooden canoes glide down the Dane River, drifting past illuminated waterfronts into the quiet, enchanting side of Kaipeda’s old streets. With historic lanes, tranquil beaches, and glowing river nights, Klaipėda showcases Lithuania’s coastal beauty and refreshing seaside allure. 

Where to stay: Adler Aparthotel is a stylish and convenient base for discovering the city’s heritage and lively waterfront. Housed in a restored historic building, it combines contemporary design with Baltic character, featuring exposed brick and warm wooden furnishings. With flexible self check-in and attentive service, this aparthotel ensures a seamless stay while providing a stylish and welcoming retreat.

How to get there: Klaipėda is easily accessible for travelers flying into Palanga International Airport or just 40 minutes away by car.

*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2025. The sample comprised 32,106 respondents across 32 markets surveyed in January 2025. USA N=2,000, Canada N=800, Spain N=800, Italy N=800, France N=1800, UK N=1800, Germany N=1800, Netherlands N=800, Denmark N=500, Sweden N=500, Croatia N=501, Switzerland N=800, Belgium N=800, Ireland N=504, Austria N=500, Portugal N=800, Mexico N=1,800, Colombia N=800, Brazil N=1,800, Argentina N=800, India N=1,800, China N=800, Hong Kong N=500, Thailand N=800, Singapore N=800, Taiwan N=500, Vietnam N=800, South Korea N=800, Japan N=1,800, UAE N=500, Australia N=1,800, New Zealand N=500. 

**Destinations were sorted by the total share of Traveller Review Award 2026 recipients when compared to the total amount of eligible properties in that city or region (accommodation only). Destinations also had to have an above-average amount of winners to be included on this list (200 award recipients or higher for cities and regions) and were curated for geographic spread. 

About Booking.com: 
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

Half of American women say their significant other has never booked a trip for them, even though ninety-three percent agree that taking initiative with booking is a major turn-on and something they find even more attractive than a good physique or a big paycheck. And get this, over half (56%) say their partner booking a trip is just as arousing, if not more, than foreplay.

Gentlemen, the bar isn’t just low…it’s underground.

The good news is there is hope. Almost all of men (89%) admit they could take more initiative in planning trips for their partners and Booking.com is here to help raise that bar and make it easier for them to do so. To help spread the gospel of This Guy Books energy, Booking.com has teamed up with the soulful heartthrob Teddy Swims, a man who knows a thing or two about turning up the heat. 

As Teddy embodies This Guy Books energy, to drive the point home of how easy (and romantic) it is to book, he will personally meet with and help five couples book their dream Booking.com trip. The five lucky bookers (and their very impressed plus ones who are suddenly feeling extra affectionate) will be invited to kick off the holiday season in Chicago, December 7–9, for a whirlwind romantic getaway that includes: 

• Foreplay: A two-night stay in a luxurious Booking.com property and that “I don’t wanna go home” comfort.
• The Main Attraction: A private meet-and-greet with Teddy Swims, who will personally help each couple plan their dream Booking.com trip.
• Seal the Deal: Each couple will leave with $10,000 in Booking.com Travel Credits to create their dream getaway, whenever and wherever they want.
• Lose Control Live: Tickets to a festive holiday performance featuring Teddy Swims and others — the perfect soundtrack to a trip you’ll still be talking about long after checkout.
• Table for Two: Dinner for two at one of Chicago’s most romantic restaurants.
• Nightcap: Dessert in bed, fireside cocktails, or a winter stroll - it’s your move, Romeo.

"Being the guy who plans the trip is hot,” says Teddy Swims. “This Guy Books is all about showing up, taking the lead, and turning a few taps on Booking.com into memories that last way longer than that box of chocolates or flowers ever could. So guys, if your partner’s love language is ‘vacations,’ it’s time to book.”

Here’s how it works: The Teddy Swims “This Guy Books” Experience will open for bookings on a first-come, first-served basis for five bookers and their plus ones on November 25, 2025, at 10 a.m. ET for just $1.43 (a nod to old-school pager code for I love you). The $10,000 in Travel Credits that bookers will receive can be seamlessly redeemed across the Booking.com platform for everything from dreamy overnight stays and attractions to rental cars and flights – all in one place. Love might be priceless, but this deal definitely isn’t. 

With more than 8.6 million reported listings in homes, apartments and other unique places to stay around the globe, Booking.com makes it easier, and dare we say sexier, for everyone to experience the world. Teddy Swims “This Guy Books” Experience is just one of countless unforgettable experiences that showcase how easy it is to use Booking.com to plan and book every part of the trip - from unique places to stay and must-see attractions, to airport taxis, cruises and everything in between. This cultural collaboration also continues Booking.com’s momentum in unlocking exclusive, buzzworthy experiences - from celebrity-hosted stays to curated itineraries — that merge entertainment, travel, and design in unexpected ways. 

And here’s the final kicker: two-thirds of men admit they’d be more likely to plan a trip if they knew they’d get a little… extra affection in return. (Hey, we’re just sharing the data.) So why not put it to the test? True confidence looks like opening the Booking.com app, clicking “Book Now,” and letting the romantic adventure begin. 

To explore more insights about This Guy Books, visit: https://news.booking.com/data-confirms-hes-hotter-when-he-books, and for the chance to book this experience, visit: https://www.booking.com/hotel/us/teddy-swims-this-guy-books-experience.html.

Methodology

Based on survey results commissioned by Booking.com. Survey participants consisted of 1,000 U.S. respondents, age 18 or older who are in a romantic relationship. Fielding took place in October 2025. 

Press Contact

For media inquiries, please contact Booking.com’s US Press Office: booking.com@allisonworldwide.com 

About Booking.com

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.

Now in its tenth year, Booking.com’s Travel Predictions spotlight how people want to experience the world. Over the years, these insights have revealed shifts in travel, from Cool-cationers chasing cooler climates given extreme heat to Conscious Travelers reshaping destination choices through social and environmental awareness. Looking ahead to 2026, the research shows travelers are eager to let their true selves shine, quirks and all, with technology playing a major role in making it possible for travelers to experience ultra-personalized trips with the people who understand them best.

Based on insights from more than 29,000 travelers across 33 countries and territories, Booking.com is using this research alongside its unique position as an industry leader in travel and technology to uncover ten defining trends for 2026. The findings reveal that vacations are becoming more individual, more experimental, and more unapologetically true to who travelers really are.

Romantasy Retreats: Escaping Into Enchanted Worlds

For centuries, books have been travel companions, carried in suitcases and read on trains, planes, beaches, and beyond. In 2026, with genres like romantasy exploding in popularity, the relationship between stories and journeys enters a new chapter as travelers step not just into novels, but into the fantasy worlds of dragons, fairies, and other mythical creatures. 

Expect to see vacations become immersive storyscapes in the year ahead, where enchanted castles, mystical forests, medieval banquets, and masquerade balls set the stage for otherworldly romantasy retreats, with more than seven in ten (71%) global travelers saying they’d potentially be interested in visiting a destination inspired by romantasy. For many, this goes far beyond sightseeing. Over half (53%) are open to taking part in a role-play retreat based on their favorite fantasy game, book or film, with nearly a quarter (23%) saying they are definitely interested in making this part of their future travel plans.

Technology is turning the page of this new escapism, with nearly eight in ten travelers (78%) open to AI-powered suggestions that match fantasy aesthetics, recommend secluded “storybook” stays, or pinpoint real-world filming locations. No longer confined to fiction, fantasy will become a travel blueprint, offering enchanted escapes where imagination and adventure become the protagonists.

Humanoid Homes: The Future of Vacation Rentals

Vacation homes have long been prized for space and privacy, but 2026 will see an evolution into something far more futuristic: homes enhanced by humanoid helpers. Imagine checking into a vacation home where a cleaning bot takes care of the mess, a robotic chef whips up dinner (and does the dishes), and smart systems quietly optimize water, energy, and waste in the background.

Travelers are ready to embrace this next frontier of comfort-meets-curiosity, with 77% open to booking a robotic-enhanced home. Practical perks lead the way as nearly half of those interested (49%) say cleaning bots would sway their booking choice, while 39% are most excited about a robotic chef, and a quarter (25%) want robots managing sustainability behind the scenes.

But it’s not just about convenience. For many, it’s the novelty (28%) or even the bragging rights (19%) of staying in a home that feels straight out of science fiction. These “humanoid homes” blur the line between practicality and play, redefining the vacation rental experience and setting the stage for stays that feel both comfortable and truly unforgettable.

Turbulence Test: Love, Friendship, and Teamwork on Trial

Vacations aren’t just for recharging, in 2026 they will become the ultimate compatibility check as many travelers plan to use time away to test the strength of their relationships: romantic, platonic or even professional. More than two-thirds (69%) of global travelers are open to taking a trip with a potential partner, colleague or new friend specifically to see how well they click, with the ways travelers are testing relationships as creative as they are revealing. 

Nearly two-thirds (62%) would consider traveling to a remote location to see how their companion handles ambiguity and discomfort. Another 59% are intrigued by role-reversal retreats, where the usual planner hands over control or the introvert takes the lead, and an equal 59% would embrace travel with severe constraints, such as budget limits, language barriers, or limited connectivity. Meanwhile, many (71%) would take the backseat themselves to see if their travel partner steps up to plan the trip.

These turbulence tests highlight a shift in how people approach vacations: not just as escapes, but as immersive ways to understand compatibility, adaptability, and teamwork. Gen Z travelers are the most experimental of all, with 81% open to custom itineraries designed to simulate real-life dynamics and test connections in ways that will either soar or stall.

Shelf-ie Souvenirs: Turning Kitchen Shelves into Cultural Showcases 

In 2026, the humble kitchen cupboard is becoming a cultural canvas, filled with travel souvenirs that reflect personal taste, design flair and a story of place. These shelf-ie souvenirs are moving from fridge magnets to pantry shelves, with travelers increasingly seeking edible and design-led treasures that turn everyday kitchens into showcases of global culture. 

More than two-thirds of travelers (68%) say they would consider buying design-led kitchenware or pantry items on vacation, from hand-painted spice jars to tins of artisan olive oil that double as décor, with more than half (55%) saying they would even consider traveling to a destination specifically known for its pantry products or kitchenware.

This shift is as much about meaning as aesthetics. More than a quarter (26%) say edible souvenirs help them relive a destination each time they cook, while 25% value how these items showcase local craft, sustainability, and traditional methods. For others, exclusivity and style play a role, with nearly one in five (17%) choosing destinations for rare souvenirs, limited-edition cookware, or packaging that looks as good on a shelf as it does on social media.

Roadtrip Rewired: Embracing Shared Journeys on the Open Road 

The classic road trip is shifting gears in 2026, moving beyond family and friend convoys to embrace spontaneity and discovery, including new companions along the way. The journey itself is no longer just about the drive, rather a space for connection and memorable experiences with fellow adventurers, with 84% of travelers open to carpooling on vacation and more than half (54%) willing to use an app to find travelers on a similar route. 

The appeal is clear. Travelers are drawn to road trips that make travel more spontaneous and flexible (79%), lets them meet new people (77%), and allows them to share driving responsibilities (76%). For non-drivers especially, carpooling and autonomous vehicles transform previously inaccessible routes into shared adventures, expanding a sense of freedom.

Younger generations are leading the way, with 77% of Gen Z open to using self-drive vehicles or AI to shape their routes, compared with just 36% of Boomers. Technology continues to unlock new possibilities in other ways on the road as well, with 65% of global travelers saying they would use AI or generative AI to map scenic, off-the-beaten-track routes tailored to their trip desires. The combination of technology and social opportunity is redefining what a road trip can be: part exploration, part community, and entirely personal.

Destined-ations: Travel Written in the Stars

In 2026, the stars won’t just inform horoscopes and star signs, they will shape travel plans. From moon phases to astrology, mystical practices will become a new compass to guide travel decisions, turning vacations into journeys that feel spiritually aligned and cosmically approved.

Almost half of travelers (47%) say they would consider changing or cancelling their plans if a spiritual advisor or guide suggested it was not the right time, while 43% would reconsider trips based on a horoscope warning, and 39% would adjust if Mercury was in retrograde. 

Beyond these cosmic course corrections, many travelers actively seek experiences that align with mystical or astrological cues. Nearly four in ten (39%) say they consider such influences when planning vacations, from timing trips with moon phases or solstices to visiting energy-rich sites. Gen Z (53%) and nearly half of millennials (46%) are particularly attuned to this sense of spiritual exploration, proving that for younger generations, the path to self-discovery might just be written in the stars.

Glow-cations: Skincare Specific Travel, Driven by Tech

Wellness travel will get a serious glow-up in 2026 with nearly 80% of travelers open to booking a dedicated glow-cation featuring multiple skin-specific treatments tailored to their personal skincare needs. What used to be simple spa escapes are transforming into high-tech (nearly six in ten travelers (59%) saying they would consider using AI to identify destinations aligned with their personal skin needs), high-touch journeys centered on the body’s largest organ: the skin. 

The appetite for personalization runs deeper than ever, with nearly three quarters (72%) open to personalized hydration stations that adapt to local climate and activity, while 64% are intrigued by smart mirrors analyzing pores and hydration to provide real-time skincare advice. Sleep optimization is also central, with 75% interested in enhancement suites designed with circadian lighting and soundscapes to improve rest, a vital factor in skin repair and regeneration.

From ancient thermal rituals to cutting-edge DNA and microbiome testing, glow-cations mark a new era of skin specific wellness travel, where the goal is not just to recharge, but to return home visibly renewed.

Hushed Hobbies: Quiet Pursuits for a Louder Sense of Calm 

Silence will be golden in 2026, as travelers look to swap the noise of daily life and distractions of an overstimulating world for the soothing stillness of nature to restore their sense of calm. With 43% of travelers saying they would vacation specifically to feel closer to the natural world and one in four (25%) turning to “quieter” hobbies on vacation, travelers will be seeking restorative rituals that prioritize patience, reflection and stress relief.

From insect spotting and birdwatching to fishing and foraging, travelers are increasingly interested in pastimes that invite a deeper connection and close observation with an outdoor space. Over half (57%) say they would consider moth/butterfly watching or insect spotting, 73% fishing or birdwatching and 69% staying at a hotel where they are involved with foraging in local nature and wilderness hotspots for their meals, with these activities offering a way to connect more deeply with their surroundings. Even in this quest for quiet, technology has a subtle role to play as an enabler, from apps that identify butterflies and birds in real time to AI tools that suggest trails, habitats or seasonal migration patterns. 

By slowing down and letting nature take the lead, travelers are redefining what it means to recharge by finding clarity not in doing more, but in embracing less.

PastPorts: Where Memories Become Destinations

In 2026, nostalgia will no longer be something we leave in the past, it will become something we can step back into, with technology making it possible. With AI-powered photo mapping and heritage-tracing platforms, memories can transform into maps and old snapshots into future trip itineraries as travelers pinpoint the exact spot where a moment once happened, and stand in it.  

For many, these trips are deeply emotional, rooted in the desire to relive meaningful moments and share them with others. Two-thirds of global travelers (66%) say they would consider recreating a memory or photo by using technology to identify the exact location it was taken, and then traveling there. Nearly half of these travelers (49%) say their main motivation would be to revisit a memory with family or close friends, while 46% are drawn to destinations that make them feel young, connected or at home. More than a third (36%) even see these journeys as milestones, whether to reflect on personal growth, reconnect with people from the past, or even gain closure by returning to places tied to difficult memories.

What makes this movement new is how technology fuels the timeless human urge to remember. Beyond nostalgia, travelers are using innovation to trace ancestral roots, bond across generations through storytelling, or even recreate photos for sharing in ways that feel both timeless and new.

Modern Milestone Missions: Travel That Celebrates YOU 

Travelers in 2026 will rewrite the rule rulebook on when and why. No longer reserved for weddings, honeymoons, anniversaries or having a baby, today’s milestones are deeply personal as societal norms continue to shift and evolve. Two-thirds (67%) of travelers say they don’t need a reason to book a trip, while one in five (21%) say they’d go to a dream destination without waiting for a “traditional” milestone to make it worthy.

This new wave of modern milestone missions highlights how travelers are embracing personal achievements on their own terms and using travel as a way of celebrating their individuality. Nearly three-quarters (75%) justify booking a vacation simply because they’ve worked hard and deserve it, while new reasons to book a trip are rising to the forefront: toasting a new job or promotion (24%), receiving a surprise tax refund (16%), marking the closure of a breakup (14%), and showing off a new outfit (9%). Health and wellbeing achievements are also emerging as powerful motivators, with one in five (22%) traveling to mark milestones like sobriety or fitness transformations.

At its core, modern milestone missions are about traveling for whatever brings you joy, celebrates individuality and lets you be unapologetically you.

James Waters, Chief Business Officer at Booking.com comments: “In 2026, travel is becoming a reflection of who people truly are, with journeys built around interests that perhaps in the past felt too niche or bold to explore. Travelers are stress-testing relationships, stepping into fantasy worlds, turning their kitchens into reflections of their journeys, and looking at new ways to experience road trips and vacation rentals with enhanced technology features. At Booking.com, we’re continuously evolving to make it easier for everyone to experience the world and fully lean into their dream trips by offering more choice, flexibility, and convenience than ever before."

For more information about Booking.com’s 2026 Travel Predictions, please visit: www.booking.com/articles/2026-travel-predictions.en-gb.html

* Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

The research, based on a commissioned survey of over 8,000 travelers across Asia Pacific, reveals how food-driven experiences profoundly influence travel decisions. As travelers seek more meaningful and personalized stays, holiday homes have emerged as a key part of this evolving trends. 

Holiday Homes - The Secret Ingredient for Foodie Stays
The diversity of food trends and preferences profoundly influences travel across Asia Pacific. Holiday homes are a chosen accommodation type for this culinary exploration, with 97% of foodies altering their cooking and eating habits whilst travelling. They frequent local markets (85%), cook local dishes (34%), try new appliances (33%) and experiment with new recipes (34%). For Australians, food significantly shapes travel, with 79% influenced by it and 82% selecting destinations for specific food spots. Holiday homes offer flexibility (46%), privacy (44%), kitchen access (41%), and freedom to eat at any time (40%), supporting fresh, communal meals.

Dining out is also a holiday highlight for all Australian foodie travelers, with 62% regularly eating at local restaurants whilst on vacation. Additionally, 36% book holiday homes for better access to local dining experiences. Ultimately, 82% of Australians have chosen a destination solely to visit a particular restaurant or food establishment.

There are four standout trends shaping the culinary holiday home travel experience across Asia Pacific. From who’s taking charge in the kitchen to how travellers shop, dine, and define their foodie identities, these trends reveal new insights behind the region’s growing appetite for holiday home stays.

1. THE NEW HEAD CHEF IN THE HOLIDAY HOME

The "chef" role in holiday homes is shifting. Only 13% of travelers default to their mum as cook. Younger generations are now confidently taking the lead, blending family recipes with new ideas. Gen Z (38%) most often cooks family recipes, compared to Millennials (34%), Gen X (31%), and Boomers (16%). Gen Z (23%) also most frequently cooks their own food, versus Millennials (16%), Gen X (10%), and Boomers (4%). Notably, 25% of Aussies cook to host, rising to 32% for Gen Z.

2. HOLIDAY KITCHEN PERSONAS

Holiday homes are transforming more than just where we eat; they're revealing who we are when we step into the kitchen. Nearly all of Asia Pacific travelers (97%) report a shift in their cooking habits while on holiday, with food becoming a way to relax, connect, and even experiment. Four distinct holiday kitchen personalities are emerging across the region: 

• The comfort-driven Traditionalist who favours family recipes (38%) and comfort foods (33%).
• The bold Experimenter who makes up a third (34%) of those that enjoy trying new recipes and cooking methods.
• The laid-back Minimalist who shifts to cooking simpler and quicker meals when staying in a holiday home (42%)
• The ever-entertaining Socialite,  known for their kitchen flair and lean towards communal or group cooking (34%) 

Together, these personas show that the holiday home kitchen is no longer merely functional; it's a stage for flavor, creativity, and connection.

3. TROLLEY TOURISM

Forget souvenirs; today's travelers are filling their shopping baskets with fresh produce and pantry staples. Across Asia Pacific, holiday homes are fueling a rise in "trolley tourism," where visits to local food markets, foodie festivals and even trendy or cult-favorite supermarkets are becoming part of the travel experience. Aussie travelers, in particular, are embracing this trend, choosing to support local businesses and cook with fresh, seasonal or regional ingredients during their stays. It's not just about eating well; it's about shopping smart and connecting with the local food scene. Notably, 88% of Aussie travelers enjoy visiting local supermarkets or food markets on holiday, a figure that rises to 96% among frequent holiday-home bookers.

4. PORTABLE PANTRY

Travelers across Asia-Pacific are bringing their kitchens with them. They pack favorite spices and appliances, creating a "portable pantry" for comfort, tradition, and convenience. This makes holiday kitchens familiar while allowing destination exploration. 80% of Australians bring food or cooking items, including tea/coffee (38%), wine (25%), sauces (24%), coffee machines (13%), and BBQ tools (13%). This trend is even more common in other Asia Pacific destinations, with over 90% of travelers from India, South Korea, Vietnam, Thailand, and Indonesia doing so.

Travelers choose types of homes that allow them to cook, dine, and connect, from beachside barbecues to city kitchens. In Australia, nearly half of foodie travelers (48%) prefer beach houses for food-focused stays. Other popular options include city apartments (38%), private villas (36%), country cottages (32%) or cabins (29%).

Holiday homes are also ideal for both relaxed getaways and major celebrations, offering guests the flexibility to cook nourishing meals, host lavish feasts, or balance both with exploring local food scenes. In Australia, leisure is the primary reason for booking behind family trips, with 38% booking purely to unwind, 29% for wellness escapes, 26% for birthdays or anniversaries, and 25% for trips with friends.

“The Booking.com 'Taste of Home Asia Pacific' report shows us food is at the centerpiece of holiday home travel. Travelers embrace holiday homes not just for comfort, but to explore local flavors, experiment with cooking, and connect over shared meals. Culinary experiences are becoming a key factor in travel decisions, transforming holiday homes into dynamic spaces for discovery and connection.” says Laura Houldsworth, Managing Director for Asia Pacific at Booking.com.

At Booking.com, we understand what makes a holiday home stay easy and memorable. This research provides valuable insights into what travelers are looking for - helping foster positive conversations on the role of alternative accommodations in supporting local tourism economies. These findings also empower property owners to better understand traveler preferences and plan for their guests’ needs. with over 8.4 million holiday homes amongst our 31 million listings, our goal is to offer the widest possible choice of great stays globally, and make it easier for everyone to experience the world.”

For more information about Booking.com’s Taste of Home Asia Pacific and to download the report please click here. 

CONTACT DETAILS
For any queries, please contact mediarelations@booking.com.

METHODOLOGY
This study was conducted online between July 25 and July 28, 2025. The sample consists of 8,047 adults aged 18 years and older from Australia, New Zealand, Indonesia, India, Japan, South Korea, Thailand and Vietnam who have booked or stayed in holiday homes or short-term rentals when travelling either domestically or internationally. For brevity, they will be referred to as ‘Aussie travellers’ or ‘Aussie holiday home guests’ in this report. YouGov designed the questionnaire, in collaboration with Red Havas and Booking.com. Following the completion of interviewing, the data was weighted by age, gender and region to align with the estimated population of holiday home guests in Australia.

AI technology was used to help generate images for this report. 

About  Booking.com:  
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.

Sentiment Breakdown 
 

Booking.com’s new research identified clear cohorts among global consumers, reflecting diverse AI sentiment: over one-third (36%) identify as AI Enthusiasts, intrigued by AI’s potential, while 13% are AI Advocates, actively championing its benefits and responsible adoption. This enthusiasm is grounded in the belief that AI will make life easier (69%), save time and effort (51%), enhance productivity (40%), and expand learning opportunities (48%).

However, this excitement coexists with significant caution. While 91% express enthusiasm for AI, an equal proportion report at least one concern about its broader implications. Approximately 13% classify themselves as AI Cautious, wary of AI’s development or use, and 9% as AI Skeptics. Notably, one in four respondents (25%) identify as AI Detractors , signaling a meaningful segment resistant to AI adoption.

Mapping the AI Mindset: Regional Variations

Significant regional differences emerge in consumer attitudes toward AI. Latin America (LATAM) leads globally in enthusiasm and familiarity, with 98% of respondents excited about AI and 89% understanding how it works. The Asia Pacific (APAC) region follows closely, showing the highest willingness to integrate AI into daily life-41% use AI for education and the same share for transport.

North America (NORAM) and Europe & Middle East (EME), on the other hand, emerge as skeptical strongholds, approaching AI with more caution and distrust. Globally, while 77% have at least some trust in AI, nearly a quarter (23%) rarely or never trust information generated by it- with distrust highest in these two regions (32% in NORAM and 29% in EME). Consumers here are also more likely to fact-check AI outputs, highlighting a broader demand for transparency and reassurance as adoption grows.

Assistance Over Autonomy
 

AI has become deeply integrated into daily life, with 98% using AI-powered search, 86% using streaming recommendations, and 77% engaging with generative AI tools. Yet, the lack of a human touch generates doubts with 35% finding AI impersonal, and the majority double-checking AI outputs even when they trust the technology: 42% always fact-check, and 29% do so sometimes. Only 6% of consumers fully trust AI.

This hesitation creates a clear boundary: most people are not ready to cede full decision-making to AI. Just 12% feel comfortable with AI making decisions independently, while 25% remain unsure, and 10% feel very uncomfortable, refusing to trust AI without human approval. The greatest opportunity lies in positioning AI as a supportive tool that enhances, rather than replaces, human judgment.

AI’s Advancing Role in Travel
 

AI is rapidly becoming a core part of the travel experience, with 65% of consumers expecting autonomous trip planning to go mainstream in the near future. Two in three (67%) have already used AI in some aspect of travel, and of those, nearly all have turned to it for planning or booking (98%) or while already on a trip (96%). This reflects both the growing reliance on AI-powered tools and travelers’ openness to technology that enhances their journeys.

When planning a trip, travelers most often use AI to research destinations and the best time to visit (38%), find local experiences or cultural activities (37%), and get restaurant recommendations (36%). Notably, today, AI assistants are emerging as a more trusted source for planning travel (24%) than colleagues (19%) or influencers (14%).

Once in-trip, AI tools are most commonly used for translation capabilities (45%), in-destination activity suggestions (44%), restaurant recommendations (40%), and navigating unfamiliar locations or transport systems (40%). After returning home, the top AI use case is photo editing, cited by 38% of respondents.

Beyond making travel easier and more efficient, a benefit 66% of travelers recognize, there is also a strong desire for AI to serve as a force for good. The majority (71%) appreciate AI-generated recommendations that help them avoid overcrowded destinations or peak travel times. Travelers are increasingly mindful of community impact, with 60% wanting AI to highlight experiences that positively benefit the local places they visit.

“Generative AI represents one of the most significant technological shifts of our era, fundamentally reshaping how consumers engage with the world around them. As this technology matures, it’s not only transforming how companies like ours anticipate and meet evolving customer needs, it’s also raising the bar for what travelers expect from every interaction,” says James Waters, Chief Business Officer at Booking.com. 

“The opportunity ahead is tremendous. At Booking.com, we’ve long been at the forefront of AI innovation, integrating advanced machine learning to enhance the customer journey at every touchpoint. But as we enter this next phase, our responsibility goes beyond technology. Building trust, ensuring transparency, and prioritizing safety are critical as we guide travelers, and our industry, into the future.”

Booking.com's The Global AI Sentiment Report can be accessed here.

Methodology:

This global quantitative research study was conducted via an online questionnaire between April and May 2025, gathering responses from 37,325 people across 33 markets. Argentina: 1012, Australia: 1013, Austria: 500, Belgium: 1000, Brazil: 2006, Canada: 1007, China: 2018, Colombia: 1023, Croatia: 509, Denmark: 508, France: 2031, Germany: 2033, Hong Kong: 1006, India: 2004, Ireland: 504, Israel: 505, Italy: 1000, Japan: 1029, Mexico: 2014, Netherlands: 1008, New Zealand: 1015, Portugal: 1013, Singapore: 1002, South Korea: 1006, Spain: 1006, Sweden: 502, Switzerland: 501, Taiwan: 1022, Thailand: 1002, UAE: 513, UK: 2005, USA: 2004, Vietnam: 1004. As a leading digital travel platform exploring the role of AI, Booking.com conducted this study to better understand how people around the world are using, trusting, and responding to AI in both everyday life and travel.

This year’s report, developed in partnership with Statista, paints an optimistic picture heading into the 2025 peak travel season, though independent and alternative accommodations continue to face greater headwinds across key areas including hiring for specialized roles, staff upskilling and digital technology adoption.

Positive sentiment and stable investment across the industry
 

Even in the face of geopolitical and macro-economic uncertainties, almost two-thirds of European accommodation operators (63%) share a positive business outlook for the coming season – nearly matching last year’s record high (65%) and far exceeding the low point of 38% in 2022. However, confidence is uneven across regions: Southern Europe (Croatia, Greece, Italy, Spain, Portugal) is particularly upbeat, Central Europe (Austria, France, Germany, Poland) is more subdued, and Northern Europe (Nordics, Ireland) falls somewhere in between.

Continuing the trend observed in last year’s Barometer, this economic optimism aligns with most accommodations (62%) planning to maintain a steady course of investment in the coming months. However, chain hotels indicate more proactive investment strategies than small/medium accommodations and those with a lower star rating, which lean towards more conservative plans. 

Specialized staffing and upskilling challenges persist
 

With an operationally busy period ahead, hiring needs are front of mind. On average, European hotels plan to hire 3.59 employees over the next 12 months. This number varies significantly between independent and chain hotels. Independent hotels plan to hire 2.72 employees, while for chain hotels the number rises to 5.85. 

According to the research, while respondents indicated that relatively low-skilled, seasonal roles are easier to fill, the opposite is true for hiring skilled senior roles (e.g. general management, sales, marketing). High salary expectations (56%) and challenges with work-life balance (52%) in the industry were noted as the largest barriers contributing to the challenge of finding staff. 

47% also cited a lack of necessary skills or experience as a significant barrier to successful recruiting. Taking a risk on under qualified or less experienced candidates is equally unappealing due to the high costs associated with training and upskilling initiatives - a hurdle shared by all property sizes, as well as a lack of managerial capacity to oversee them. 

Across Europe, the skills gap hits particularly hard for small and independent accommodations, which lack the training resources available to chains. In fact, 17% of all independent properties do not offer any training at all while the same is true for only 2% of chain properties. Additionally, while chains are more likely to work with external training providers (49%), as well as offer online training programs (42%), the contrast is stark for independent businesses (29% and 24%, respectively).

Digital technology and AI adoption – a growing digital divide
 

Many European accommodations recognize the potential benefits of AI for their business, particularly in the areas of marketing (66%), customer service (63%) and revenue management (61%). But challenges continue to hamper adoption, with three in five citing high implementation costs (61%) and integration complexity (58%) revealed as the biggest obstacles. 

In correlation with the industry-wide skills gap (particularly for managerial roles), 53% of accommodations report a lack of technical expertise in their teams as a barrier to the adoption of digital technology and AI. For smaller properties, these drawbacks may greatly outweigh the benefits, given the upskilling challenges and lack of access to training resources. This gap underscores a growing digital divide, with smaller accommodations at risk of missing out on the tools that can support competitiveness and future success.

“We’re pleased to see that the fifth edition of the European Accommodation Barometer reveals such a confident outlook heading into peak season, but also recognize the challenges the industry is up against,” said Carlo Olejniczak, VP & Managing Director, EMEA at Booking.com. “Through this research, we aim to reinforce our commitment to listening closely to what’s top of mind for accommodations across the region, elevating their perspectives and promoting stronger cross-industry collaboration.”

Methodology

The survey was conducted by Statista between February 24 and April 22, 2025, through telephone interviews. A total of 1,160 executives and managers from the European travel accommodation sector participated, with 80 respondents interviewed from each of the following countries and regions: Austria, Croatia, France, Germany, Greece, Ireland, Italy, the Netherlands, the Nordics (Sweden, Denmark, Norway, and Finland), Poland, Portugal, and Spain. Additionally, 200 respondents were included from the rest of Europe, covering Romania, Belgium, Czechia, Hungary, Bulgaria, Slovenia, and Slovakia. For the UK report specifically, a sample of 200 UK accommodations were interviewed during the survey period. For comparative purposes, the 2024 data draws from the 2024 European Accommodation Barometer, which took place between February 6 and March 22, 2024, with a sample size of 920 respondents. The 2023 data is based on the Summer 2023 European Accommodation Barometer, conducted from March 28 to May 15, 2023, also with a sample size of 920 respondents. Finally, the 2022 data is derived from the 2022 European Accommodation Barometer, held between August 15 and October 21, 2022, with a sample size of 1,000 respondents.

Top Trending Global Destinations for Summer 2025¹ 

1. Hurghada, Egypt
2. Sharm El Sheikh, Egypt
3. Tokyo, Japan
4. Dubai, UAE
5. Bangkok, Thailand
6. Alicante, Spain
7. Nice, France
8. Malaga, Spain
9. Rimini, Italy
10. Dubrovnik, Croatia

Families 
 

With 53% of parents making travel a top yearly priority, family vacations are set to play a big role this summer. Today’s families are seeking more than just sun and downtime- 85% of parents say they’re looking for trips that expose children to a variety of cultures and experiences.* Whether that means exploring ancient temples and futuristic tech in Tokyo or enjoying Alicante’s vibrant food scene, families are looking to book trips that inspire curiosity and connection. The way these trips are being planned are also getting easier and smarter, thanks to technology. Families are leading the way in using AI to simplify travel planning, with 85% also saying AI tools make the process faster and more efficient, more than any other traveler type.*  

Top Trending Summer Destinations for Families

1. Hurghada, Egypt
2. Paris, France
3. Dubai, UAE
4. Tokyo, Japan
5. Alicante, Spain

Groups 
 

Group travel is gaining momentum this summer, with 1 in 5 global travelers planning trips with friends.* Leading this trend is Gen Z with 33% opting for group getaways. These younger travelers are seeking experiences that combine social connection with nature as 36% prioritize activities like stargazing and outdoor adventures. This aligns with a broader movement, where 48% of global travelers express a desire to explore natural landscapes such as lakes, mountains and national parks.* 

Top Trending Summer Destinations for Groups

1. Ayia Napa, Cyprus
2. Alicante, Spain
3. Albufeira, Portugal
4. Paris, France
5. Marrakech, Morocco

Couples 
 

In 2025, couples are increasingly valuing memorable experiences over material gifts. A significant majority across generations—73% of millennials, 74% of Gen Z, and 69% of boomers—prefer the gift of travel to physical presents.* This shift aligns with the 45% of travelers planning to take a trip with their partner this year.** For those considering popular destinations like Milan and Alicante, nearby gems such as Trieste and Villajoyosa—both featured in Booking.com's 2025 Trending Destinations—offer enriching cultural experiences and picturesque settings, making them ideal additions to a romantic itinerary.

Top global trending summer destinations for couples 

1. Sharm el Sheikh, Egypt
2. Tokyo, Japan
3. Milan, Italy
4. Dubai, UAE
5. Alicante, Spain

Unique stays on the rise
 

Alternative accommodations are seeing a surge in popularity, with a 10% year-over-year increase in searches compared to last summer. Booking.com offers more than 8.1 million listings in homes, apartments, and other unique places to stay, such as boats, treehouses, country homes, and beachfront bungalows.

While apartments and guesthouses remain the top alternative accommodations this summer, offering comfort, convenience and local charm, travelers are increasingly exploring other options. Trending accommodation types vary by traveler group:

• Group travelers are showing a growing interest in riads and holiday homes, with searches up by 16% and 12%, respectively.
• Families are gravitating towards villas and camping, experiencing surges of 19% and 16%.
• Couples are favoring tented camps and chalets, which have seen increases of 16% and 13%.

Booking.com continues to simplify travel planning for 2025, offering a seamless platform where travelers can arrange every aspect of their journey. With over 30 accommodation categories—including homes, apartments, and unique stays—alongside flights, car rentals, and local attractions, Booking.com connects every element of the trip. Travelers can also take advantage of Getaway Deals, with discounts of up to 20% for stays with checkout before September 30, 2025. Plus, members of the Genius loyalty program unlock even more perks—like free room upgrades and breakfast—at a wide range of properties worldwide, adding extra value and ease to their summer travels.

¹ Trending destinations yielded from accommodation searches for dates between 15 February, 2025  and 15 April, 2025 with check-in dates 1 June, 2025 to 31 August, 2025, compared to search dates between 15 February, 2024 to 15 April, 2024 with check-in dates 1 June, 2024 to 31 August 2024

*Travel Trends 2025 Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2025. The sample comprised 32,106 respondents across 32 markets surveyed in January 2025. USA N=2,000, Canada N=800, Spain N=800, Italy N=800, France N=1800, UK N=1800, Germany N=1800, Netherlands N=800, Denmark N=500, Sweden N=500, Croatia N=501, Switzerland N=800, Belgium N=800, Ireland N=504, Austria N=500, Portugal N=800, Mexico N=1,800, Colombia N=800, Brazil N=1,800, Argentina N=800, India N=1,800, China N=800, Hong Kong N=500, Thailand N=800, Singapore N=800, Taiwan N=500, Vietnam N=800, South Korea N=800, Japan N=1,800, UAE N=500, Australia N=1,800, New Zealand N=500. 

** Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,016 from Argentina, 1,002 from Australia, 502 from Austria, 1,003 from Belgium, 1,002 from Brazil, 1,006 from Canada, 1,007 from China, 1,005 from Colombia, 501 from Croatia, 501 from Denmark, 1,011 from France, 1,009 from Germany, 1,004 from Hong Kong, 1,002 from India, 506 from Ireland, 501 from Israel, 1,014 from Italy, 1,008 from Japan, 1,013 from Mexico, 1,011 from The Netherlands, 1,003 from New Zealand, 504 from Portugal, 508 from Singapore, 1,004 from South Korea, 1,008 from Spain, 509 from Sweden, 500 from Switzerland, 507 from Taiwan, 1,009 from Thailand, 503 from the UAE, 1,012 from the UK, 1,006 from the US and 1,016 from Vietnam). Respondents completed an online survey in July-August 2024.

Booking.com’s new research takes a community-centric lens. Asking respondents not just how they travel but how they also experience inbound visitors where they live, this approach sheds light on the benefits and challenges of tourism from their perspective as both travelers and locals. The report reveals that while more than half (57%) feel that tourism has a positive impact overall on the place where they live, adjustments are needed so that destinations can grow at a healthy pace and continue to be enjoyed by all.

Understanding the needs of local residents
 

With just under half (48%) of travelers believing there is the right amount of tourism where they live, as residents they highlight some of the common challenges they face related to tourism including: traffic congestion (38%), littering (35%), overcrowding (30%) and rising cost of living (29%). 

Despite these concerns, only a small number (16%) of travelers believe that capping the number of tourists in their home destination is the answer. Instead they emphasize the need for investment in their communities with improved transportation (38%), waste management (37%), and environmental conservation (32%) identified as the top types of support they’d like to see.

When it comes to visitor behavior where they live, more than half of travelers share a positive sentiment, saying that the tourists they see at home often or always respect local customs and traditions (53%), as well as support local businesses (54%). While this still highlights room for improvement, it does correlate with their own intentions for travel, with 73% wanting the money they spend to go back to the local community, and 77% seeking authentic experiences representative of local culture.

More mindful habits becoming mainstream
 

Globally, in 2025, traveling more sustainably remains important for most travelers (84%). Looking back over the decade, the data shows how it has become a larger priority for many when planning trips. Back in 2016 less than half (42%) of global travelers believed they traveled more sustainably. By 2025, 93% of global travelers say they want to make more sustainable travel choices and to some extent have done so. In addition to increased intent, over the ten years that Booking.com has been gathering insights, there have been shifts in awareness levels, preferences and priorities when it comes to what travelers perceive as having a more positive impact on local destinations, communities and ecosystems. 

During this time, many habits related to waste reduction and energy consumption have become increasingly mainstream and remain the top choices when travelers think of influencing the impact of their trips. In 2020, 43% of travelers said they turned off the air conditioning/heater in their accommodation when they weren’t there, and by 2023 this was up to 67%. This year’s research shows that behaviors relating to community and economic impact now sit alongside these environmental choices, with travelers consciously considering ways they can minimize the impact of the destinations they visit, whether that’s seeking advice on travel at other times of the year (39%) or visiting alternative destinations to avoid overcrowding (36%).

“To ensure that destinations can continue to be enjoyed by both locals and visitors alike, tourism, infrastructure and innovation need to keep pace with travelers’ good intent.” says Danielle D’Silva, Director of Sustainability at Booking.com. “As a leader in the travel industry, we want to make it easier for both travelers and partners to feel confident that the choices they make are helping contribute positively to the destinations they visit. That includes surfacing hotels and accommodations with reputable third-party sustainability certifications or providing training and guidance to our accommodation partners, as well as how to best engage with local communities or reduce their usage of natural resources.” 

“As we look to the future, we are also optimistic about the potential for AI and other technology to play a role. We ultimately want to make it easier for travelers to connect with a more diverse range of local communities and help spread the positive benefits of tourism more broadly.”

Research commissioned by Booking.com and independently conducted among a sample of 32,000 respondents across 34 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from UAE, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from South Africa and 500 from Kenya ). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2025, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2025.

“Travel should be an experience that excites, not overwhelms. Yet the latest research from Booking.com shows nearly half of neurodivergent travelers have faced negative experiences on their journeys, simply because the industry isn’t built with them in mind”, says Aidy Smith, TV Presenter, LGBTQ+ Travel Expert and Neurodivergence Awareness Spokesperson. “The demand for sensory rooms, quiet spaces, noise-blocking options, and inclusive design isn’t just a wish list—it’s a necessity. Neurodivergent travelers are asking for better support, clearer communication, and greater understanding.” 

“As someone with Tourette Syndrome who travels the world for a living, I’ve had my fair share of challenging experiences. From angry and irritable looks from passengers when I tic, to being refused special assistance at airports during anxiety attacks because airport personnel don’t think I look like someone who has a disability.” 

“As more open conversations are being had around neurodivergence, I’m incredibly proud to be working with Booking.com to highlight these key findings and in doing so, give the industry a chance to catch up. True inclusivity means ensuring that everyone, regardless of how their brain is wired, can explore the world with confidence and ease. It’s time to make that a reality.” 

Inclusive by design
 

Booking.com’s research highlights key solutions that neurodivergent travelers are seeking to make their journeys more accessible, comfortable, and less stressful.

• Pre-travel preparation: Nearly two-thirds (64%) express a strong desire for ‘travel rehearsals’ - controlled experiences that allow them to navigate trip scenarios in advance. This could lead to more airlines introducing check-in, onboarding and flight familiarization experiences for travelers to practice their journey in advance or attractions sharing details of high-intensity parts of their experience, such as strobe lighting, before guests arrive. 
   
• Sensory-friendly spaces: Three-quarters (76%) would like to see more designated quiet spaces during travel, while 68% would like access to sensory rooms where they can decompress and regulate their surroundings. Additionally, 74% of neurodivergent travelers want hotels and airlines to provide ‘block out noise’ options to reduce auditory overload. Could hotels start offering noise-canceling headphones or white noise machines alongside standard amenities like hairdryers and toiletries? 
   
• More inclusive design: 69% would like aircraft cabins designed with greater consideration for physical comfort and personal space, and the same percentage (69%) call for more accessible and inclusive accommodations, for example, providing floor plans in advance, or offering contact-free check-in. 

Enhancing staff capabilities 
 

While infrastructure is changing to better physically support travelers, 71% of neurodivergent travelers advocate for industry-wide training programs to equip travel professionals to better support their needs, especially as it relates to venturing somewhere unknown. 

For instance, a sunflower lanyard serves as a discreet signal that the wearer has a non-visible disability. While it doesn’t specify the type of support needed, it indicates they may require extra assistance. This initiative is now recognized in over 300 airports, across more than 30 countries, and by 18 airlines worldwide. 

Potential for AI navigation 
 

There’s excitement about the potential for technology and artificial intelligence to provide solutions for a more inclusive experience and to help neurodivergent people travel the world more confidently. Two-thirds (66%) are interested in AI-powered tools that give real-time travel updates, helping them navigate delays and itinerary changes with less stress. While 66% see the potential for AI-driven solutions to guide them through busy airports and hotels, identifying quieter spaces where they can find respite from sensory overload. Through technology there is opportunity to provide personalized experiences at a large scale. 

“Everyone experiences the world differently and these insights demonstrate just how many opportunities there are to better understand the barriers neurodivergent travelers face. By shining an additional light on the lived experience behind the data, we hope to inspire further collaboration, creativity and innovation on this topic across the industry.’ Matthias Schmid, SVP Accommodations and Executive Sponsor of B.able, Booking.com’s employee resource group representing colleagues with diverse physical and neurological needs and their allies.

*This research was fielded as part of Booking.com’s Travel Predictions 2025 research. It was commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled. Of those surveyed, 5,601 (20.2%) identified themselves as neurodivergent, (including 163 from Argentina, 199 from Australia, 84 from Austria, 200 from Belgium, 170 from Brazil, 206 from Canada, 148 from Colombia, 71 from Croatia, 144 from Denmark, 142 from France, 201 from Germany, 152 from Hong Kong, 278 from India, 134 from Ireland, 142 from Israel, 123 from Italy, 106 from Japan, 214 from Mexico, 224 from The Netherlands, 245 from New Zealand, 81 from Portugal, 56 from Singapore, 193 from South Korea, 175 from Spain, 141 from Sweden, 103 from Switzerland, 127 from Taiwan, 267 from Thailand, 117 from UAE, 164 from the UK, 246 from the US and 304 from Vietnam). Respondents completed an online survey in July-August 2024.

Travelers are ‘rewriting their playbook’ in 2025; Defying the rules of conventional getaways, and as a result, forging new connections with themselves, their loved ones, those they meet along the way, as well as the destinations they visit. Whether rewriting the norms of age, gender, or simply what society thinks travel should look like for them, emboldened travelers are breaking out of familiar patterns and using their individual journeys to fuel and find long-lasting personal growth.

To understand out how people plan to break away from the status quo, Booking.com commissioned research among more than 27,000 travelers across 33 countries and territories to present nine travel predictions which foresee 2025 being the year that ushers in new ways of experiencing the world – from millennials rethinking the airport experience to thrill-seeking boomers.

Noctourism 

With space tourism edging ever closer to reality, travelers will be focused on building connections with the universe as they turn to more attainable astro-pursuits in 2025. Ditching the daylight crowds for midnight magic, nearly two thirds (62%) are considering visiting darker sky destinations with starbathing experiences (72%), star guides (59%), once in a lifetime cosmic events (59%), and constellation tracking (57%) top of the stellar adventure list.

Concerns around climate change have also influenced this shift, with 54% planning to elevate their nighttime pursuits to avoid rising daytime temperatures and 42% of travelers preferring to vacation in cooler locations. Protection from UV rays is important for 61% of travelers who say they plan to reduce the amount of time they spend in the sun, while more than half (57%) expect to plan activities in the evenings and early mornings when the sun is at its lowest. 

An appreciation for the nocturnal world is also deepening travelers' connections with nature, as the majority of travelers (54%) would book an accommodation without lights to encourage less light pollution and preserve flora and fauna.

Passport to Immortality
 

As travelers search for the elixir of life, a vacation is no longer just time to unwind. Driven by the desire to cultivate better lifestyle choices, 60% of travelers are interested in a longevity retreat - a super-charged flex on traditional wellbeing itineraries where temporary fixes are replaced in pursuit of a longer, healthier life.

Deep revitalization is a top priority, from body vibration (56%) and red light therapies (52%) to cryotherapy (48%) and stem cell treatment (45%). More than two thirds (67%) are looking for new wellness activities they can mix into their daily lives as they reconnect with a more balanced version themselves, including learning about timed coffee ingestion (37%) and IV therapy (31%). 

And with 58% of travelers revealing they would pay for a vacation that's sole purpose was to extend their lifespan and wellbeing, 2025 could mark the first year of the rest of their longer lives. 

AI = Alternative Itineraries 
 

New technologies are already helping travelers find experiences tailored to their needs, but in 2025 we’ll see innovations being leveraged to help tourists meet the needs of the destinations they hope to experience. 

Two-thirds (66%) will use technology to make informed decisions and find authentic experiences, to not only respect the locations they visit but contribute positively to them. AI-powered tools, like Booking.com's AI Trip Planner, are set to play a pivotal role in shaping these journeys, with 41% of travelers interested in using AI to curate trips, opening the door to itineraries that encourage deeper, more positive connections with localities and communities.

Travelers will also apply a more responsible lens to how they are using technology. Nearly half (44%) of travelers won’t tag locations on social media when visiting a lesser known destination to keep it under wraps and avoid encouraging flocks of Instatourists. That said, for the 47% of Gen Z and 44% of millennials who would rethink visiting a destination if they couldn’t tag its location, technology will equaly play a role in finding alternatives that can be shared without the guilt of overburdening the usual hotspots, with 67% hoping to use technology to find less crowded areas and 23% already using apps to tackle this in real time.

Multigen Megatrips
 

‘Ski’ vacations will be on the rise - but not on the slopes - as parents flip priorities by Spending Kids’ Inheritance (SKI) instead of squirreling savings. Nearly half of travelers (46%) would rather spend money on a trip of a lifetime in 2025 than leaving inheritance to their children – with baby boomers coming in at 49% and the silent generation (those over 80) at 40%.

But next year, this trend will take on an increasingly altruistic approach as older relatives look to splash the cash among their families, helping the younger generations through the cost of living crisis by paying for their next vacation. This ensures they can create magnificent new memories, enjoying the fruits of their labors together with their families, as opposed to just padding the next generation’s bank accounts.

While 58% of travelers admitted that their parents had already paid for their vacations or part of their vacations since being an adult, boomers are likely to influence an uptick thanks to the 80% who are happy to pay for their children when booking their next trip and 78% their grandchildren. Prepare for more multi-generational trips courtesy of the Bank of Mom & Dad, as grandparents, parents and grandchildren pack their bags together for the ultimate bonding experiences.

Boyz II Zen
 

Booze and bravado are set to take a back seat, as ‘men-only’ vacations rooted in wellbeing, self-development and empowered vulnerability come to the fore. With cultural change bringing progress to conversations around male mental health and societal pressures, moments that combat loneliness and prioritize more mindful male-bonding will prevail in travel: Nearly half (47%) confirming they would encourage one of the men in their life to go on a men-only trip, jumping to 65% for Gen Z and 58% for millennials. 

Male travelers are abandoning popular expectations and ‘bro culture’ cliches to switch off from the stresses of everyday life (29%), rest and rejuvenate (30%), in pursuit of mental health benefits (23%) and personal growth (24%). Building connections, both old and new, will be crucial with 14% considering a men-only trip to tackle feelings of loneliness, more than a quarter (28%) looking to make new friendships and 20% looking to improve their relationship building skills with friends and family. 

And further defying expectations, it’s women persuading the men in their lives to go on a men-only trip, with 56% encouraging their partner, 36% their friends, 28% their brother and 20% their father to put themselves first.

Ageless Adventures
 

Forget a restful retirement; next year an emerging cohort of baby boomers will defy their years and conventional expectations in favor of thrill seeking. Nearly one quarter (23%) of this generation are interested in vacations that involve adventure (up from 10% in 2024**) and 23% are eager to push beyond their established comfort zones, reconnecting with the reckless abandon of youth. 

Easing their way into an era of adrenaline, nearly a third (31%) are interested in horseback riding and 27% are interested in letting go of their inhibitions at a wine rave. Venturing further, 19% would take to the water to canoe down the world’s largest rivers, 18% may lace up their hiking boots to trek one of the highest mountain ranges while 15% will hunt for glaciers. 

And there are signals of an even more courageous crowd: Boomers looking to push themselves to the extreme are interested to go skydiving (11%), sand surfing (11%), cave diving (10%), camping in Antarctica (9%) or even volcano boarding (8%).  Showing that adventure knows no age limit, these early trailblazers are redefining what it means to travel in later life.

Neuroinclusive Navigation 
 

With different ways of thinking and processing information, neurodivergent travelers will be putting their often invisible needs in the spotlight, using emerging and evolving technologies to revolutionize how they experience the world in 2025. There is growing momentum around the need for less conventional and more inclusive approaches to travel experiences that better connect with neuro-atypical needs: Nearly half (49%) of those who consider themselves neurodivergent have had a negative experience while traveling due to their neurodivergence, while 50% believe their travel options are limited because of their neurodivergence.

Many would like to see technology play a greater part of their travel journey and help reduce theirs, or their travel companions’, anxiety. Two thirds (66%) are keen on AI tools that would provide them with up-to-date travel information, reports of delays and suggestions on quieter, less busy spaces in airports and hotels. Sensory rooms in airports, hotels and other locations are sought after by 68%, while 74% would like to see more ‘block out noise’ options across the travel experience. 

In fact, the call for progress in 2025 is loud and clear with 69% wanting an industry-wide initiative or program that shares their needs and preferences seamlessly with airlines and accommodation providers, providing a closer connection between travelers, platforms and operators.

Vintage Voyaging
 

Vacation wardrobes will get a makeover in 2025, as trendy travelers turn vintage voyagers, hitting thrift stores while on holiday to curate a more sustainable suitcase. Over half (51%) of travelers said they would be interested in buying their vacation wardrobe during their trip rather than before, jumping to 63% of Gen Z, while 55% would visit thrift stores on vacation with nearly three quarters (73%) having already bought vintage or second-hand products when abroad. 

No doubt influenced by both cost and climate awareness, this shift isn’t just about style - it’s about staying savvy. With 56% of travelers intending to be thriftier on their trips and 68% tightening budget planning in order to maximize their experiences, finding bargain hidden gems in second-hand stores has become a pivotal part of the adventure. Flying in the face of fast fashion and mass consumerism, 31% say they find better quality products in vintage stores abroad than at home, while 35% say they buy vintage on vacation because they find better bargains. 

With travelers interested in bringing home pieces that tell a story, a thrift trip is now more than just shopping; it’s a way to bring cultural connections back home, all while making eco-conscious and wallet-friendly choices. Move over fridge magnet, vintage clothes are the new souvenir of choice.  

The Gate Escape
 

Gone are the days of arriving ‘just in time’ to avoid lingering in crowded lounges post-security, as travelers reframe their 2025 vacation kick-off to embrace a new era of airport entertainment. More than a third (34%) express an interest in visiting somewhere because of its airport, with 60% curious about airports with more unique experiences or facilities.

But it’s Gen Z and millennials who look set to fuel this trend. Among both, 43% are keen to consider destinations based on their airport, rejecting stressed-out stereotypes in favor of indulgent experiences: From sleep pods (37% Gen Z, 35% millennials) and spas (31% Gen Z, 29% millennials) to Michelin star restaurants (22% Gen Z, 24% millennials). With this switch in mindset, travelers will be turning every missed connection into a slay-over next year.

With nearly two thirds of people (60%) suggesting they would feel more excited and stress-free about their trip if there were a wider array of facilities for use prior to their flight, vacations will start long before you board the plane. In 2025, the start of the journey could be just as exciting as the destination.

Arjan Dijk, Senior Vice President and CMO at Booking.com comments: “In 2025, travelers will be using their trips to transform themselves, their relationships and ultimately the world around them. A growing proportion of men are seeking getaways that challenge outdated gender expectations and foster mental wellbeing. And almost one in five boomers are refusing to let age keep them from chasing down new adventures. It’s all about breaking travel norms to foster a deeper sense of connection. Technology and imagination are coming together to create a new era of traditions and ultimately make it easier for everyone to shape their own journeys in 2025 and beyond.”

For more information about Booking.com’s 2025 Travel Predictions, please visit: https://www.booking.com/articles/travelpredictions2025.en-gb.html

* Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,016 from Argentina, 1,002 from Australia, 502 from Austria, 1,003 from Belgium, 1002 from Brazil, 1,006 from Canada, 1,007 from China, 1,005 from Colombia, 501 from Croatia, 501 from Denmark, 1,011 from France, 1,009 from Germany, 1,004 from Hong Kong, 1,002 from India, 506 from Ireland, 501 from Israel, 1,014 from Italy, 1008 from Japan, 1,013 from Mexico, 1011 from The Netherlands, 1003 from New Zealand, 504 from Portugal, 508 from Singapore, 1004 from South Korea, 1,008 from Spain, 509 from Sweden, 500 from Switzerland, 507 from Taiwan, 1,009 from Thailand, 503 from the UAE, 1,012 from the UK, 1,006 from the US and 1,016 from Vietnam). Respondents completed an online survey in July-August 2024.

** Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1,008 from Argentina, 1,012 from Australia, 505 from Austria, 1,001 from Belgium, 1,002 from Brazil, 1,009 from Canada, 1,009 from China, 1,002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1,004 from India, 510 from Ireland, 504 from Israel, 1,014 from Italy, 1,004 from Japan, 1,009 from Mexico, 1,014 from The Netherlands, 1,015 from New Zealand, 500 from Portugal, 502 from Singapore, 1,010 from South Korea, 1,009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1,003 from Thailand, 502 from the UAE, 1,007 from the UK, 1,005 from the US and 1,007 from Vietnam). Respondents completed an online survey in July 2023.

This year’s report sees top experts weighing in on the findings; from real estate property guru Andrew Winter, Interior Designer and host of Australia’s Best Home Brie Turton, and Interiors Addict, Jen Bishop. The report unpacks the booking decision making process, from general factors through to more aesthetic preferences. The report uncovers what’s unique about holiday home preferences across generations of Australians.

Continued strong domestic demand for homes
 

There’s an ongoing strong demand for holiday homes this summer, with 75% of Australians (the equivalent of 14.9 million people) saying they intend to choose this accommodation type when taking a domestic trip. Three in ten (31%) reveal that they stay in holiday homes regularly, including 10% indicating they always stay in a holiday home. A majority of travellers (76%) say that they use holiday homes as a base to explore the surrounding destinations, with almost a quarter (24%) booking a holiday home with the intention to spend most of their time inside the property itself.

It's what’s on the inside that counts the most
 

A majority of travellers (85%) say they make a booking based on the interiors of a home, vs its exterior (15%). The report looked at key elements within home interiors, including styles (overall interior design of the home) and features (what’s actually inside).   

Top 5 interior design styles ranked for holiday homes were: 

1. Modern (68%)
2. Farmhouse (62%)
3. Rustic (56%)
4. Mediterranean (55%)
5. Craftsman (48%) 

In terms of features, ‘cosy and inviting’ topped the list for the most appealing interiors for most travellers (75%), followed by ‘natural and organic elements’ (74%) and ‘minimalist design’ (69%). Of interior home styles, two-thirds of travellers (68%) indicated that they are most likely to book a modern home that ‘boasts clean lines and open spaces’. 

Brie Turton, Interior designer and host of Australia’s Best Home said, “As highlighted through Booking.com’s research, we are seeing holiday goers prioritising contemporary, bright spaces that are rich in natural materials and tactile, livable textures. 

It’s no surprise that this clean interiors aesthetic is popular as more often than not we are looking for homes that showcase the landscape, aspect or coastline of the location.

Visually-stimulating spaces of maximalism - rich patterns, colours, layering and textures that draw the eye inwards contrast with how Aussies want to experience a Holiday.”

The research also found colour is an important factor for travellers when booking (71%). 
Jen Bishop, founder of Interiors Addict shares exactly which hues will be trending over the year ahead:

“2025 will see a wash of warm tones ranging from sunny to moody. Leading trend forecasters* have predicted that red will make a comeback in deep, muddy shades like ‘Cherry Lacquer’. ‘Celestial Yellow’ will become increasingly popular to signify restoration and reassurance, both in spaces as well as furnishings. Palettes featuring ‘Retro Blue’ will exude a wistful warmth and sentimentality as we pursue a presence of nostalgia, whether through features or in the smaller details.”

Don’t judge a home by its cover 
 

Colour isn’t just important for interiors, as over half of travellers (51%) also indicated a home’s exterior palette is important when making a booking. The report also looked at layout (living spaces), architectural style and types of holiday homes.

As a nation that loves the outdoors, it’s no surprise that travellers are drawn to outdoor living spaces and layouts. A majority (77%) stated the number one reason they would book a holiday home over another is if it had better outdoor living spaces such as a terrace, balcony or courtyard.

Top 5 exterior design layouts ranked for holiday homes were:

1. Outdoor living spaces, such as a terrace, balcony or courtyard (77%)
2. Natural light optimisation through skylights or strategically placed windows (70%)
3. Large windows or glass walls offering panoramic views (64%)
4. Open plan living (63%)
5. Architectural harmony with the surrounding natural environment (48%)

Australiana extends to preferred exterior design styles, with ‘Contemporary Australian’ homes (47%), followed by the classic ‘Queenslander’ (40%) and ‘20th-Century Modern’ (39%) as the most appealing architectural styles. In terms of home types, the quintessential Aussie ‘beach house’ remains the most desirable holiday home for the second year in a row for half of travellers (50%), followed by ‘country cottages’ (37%) and ‘city apartments’ (35%).

Nostalgia and homes that inspire 
 

Across all ages, travellers are looking for nostalgic stays, with over half of Gen Z (59%) saying they are most interested in booking a 2000s style home, and over a third of Boomers (37%) are most interested in booking a 70’s style home. The 80s were the least favourite decade of home styles at just 13% preference across all ages. Younger travellers are more likely to embrace modern amenities, with Gen Z (42%) and Millennials (44%) ranking smart home tech in their top 5 property features, compared to Boomers (25%).

Travellers are bringing back more than just memories from holidays, with a majority (73%) saying they look for and gain inspiration for their own home from what they have seen in properties they have stayed in. Interestingly, this was more the case for men compared to women (29% vs 19%).

“We understand that many elements need to come together to create a seamless holiday home experience; and we hope that this report provides insight into travellers' ideal bookings, whilst engendering positive discussions about alternative accommodations - a sector that plays an important role within Australia’s tourism landscape.

These findings present an opportunity for owners to learn more about why Aussies book homes, and what's popular for their next holiday. Booking.com’s overarching aim is to provide customers with the widest choice and diversity of great stays all in one place. Of the 29 million total reported listings on Booking.com, we are proud that more than 7.8 million listings are homes” said Todd Lacey, Regional Manager Oceania, at Booking.com.

Booking.com Holiday Home Trends Report - Methodology:

The research was commissioned by Booking.com and independently conducted by YouGov among a sample of holiday seekers across Australia. The holiday seeker is defined as all consumers 18+. The sample comprised a total national representative sample of 1,000 respondents. The study was conducted online between 21 August to 29 August 2024.

*WGSN and Coloro announce the key colours for a/W 25/26 (2023) WGSN. Available at: https://www.wgsn.com/en/blogs/wgsn-and-coloro-announce-key-colours-aw-2526

A new chapter in family travel

In APAC, multigenerational households are 43% more common than the global average. This cultural emphasis on extended family living significantly influences how families approach travel as well, with shared family values and close-knit relationships shaping their vacation choices. Booking.com conducted this research to better understand how family dynamics across generations could influence travel behaviour and decision making, offering fresh insights into a travel approach that is particularly relevant in this region. 

Intergenerational travel brings families closer together, with 47% of travellers highlighting the joy of bonding and creating lasting memories with loved ones; while 39% value reconnecting with family they don’t often meet. 27% enjoy learning from different generational perspectives, and 26% cherish watching their children learn from different familial role models.

This trend varies regionally: In New Zealand, travellers most focus on reconnecting with distant family members, while in India, the emphasis is on passing down traditions and cultural heritage. In Vietnam, families particularly appreciate the support with childcare and the chance for children to learn from role models beyond their parents.

Planning a trip that delights every generation

Planning a family vacation that satisfies everyone—from seasoned grandparents to the energetic kids and even the occasionally moody cousin—is no small feat. Families often grapple with increased safety and health concerns (30%), clashing interests (30%), and the challenges of diverse dietary needs (28%). Balancing energy levels (27%) and navigating family dynamics (25%) can further complicate the travel experience.

The secret to a successful trip? Creating experiences that resonate across generations. Over 1 in 4 (27%) of families enjoy travelling for reunions or special occasions, seeing these moments as a chance to unite and celebrate milestones together. Visiting relatives (21%) is another favoured choice, allowing families to deepen their bonds and experience local cultures. Food experiences (21%) and sightseeing (20%) are also popular vacation activities, providing opportunities to explore new cultures and cuisines as a family. 

Each region brings its own unique travel preferences to the table.  Thai travellers favour beach and coastal trips, embracing sun and sea; Taiwanese families are the biggest foodies, centering vacations around culinary experiences. Vietnamese families stand out for their interest in cruises, more than twice as likely to plan one compared to the regional average, while Indian families show enthusiasm for major sporting events, concerts, and music festivals.

Millennials often take the lead in planning family trips, driving 48% of travel arrangements with their tech-savvy approach. Yet, it’s not a one-person show—Gen Zs are eager to chip in, with 47% co-planning and personalising itineraries. Baby Boomers, on the other hand, tend to take a backseat, with only 23% actively involved in planning.

When it comes to trip duration, most families find that 4 to 6 days is the sweet spot—long enough to relax, short enough to avoid travel fatigue. In booking their adventures, families show a surprising flair for spontaneity. Over half (51%) of travellers are open to last-minute getaways, booking their trips with less than a month’s notice. This spontaneous spirit even extends to vacations longer than 6 days, with 40% also booking within a month. 

Accommodation choices are as varied as the families themselves. Hotels remain the go-to for 49% of families, with resorts following as the preferred option for 36%. A growing trend is emerging towards unique stays—around 25% of families are drawn to culturally immersive stays such as ryokans, hanoks, homesteads, treehouses, and longhouses, adding a touch of local flavour and adventure to their trips. Regardless of the type, practical considerations are paramount: affordability (41%), proximity to attractions (29%), and convenient on-site dining (27%) lead the decision-making process.

There are distinct accommodation preferences across the region too. In China, families are drawn to culturally immersive accommodations like traditional homesteads and heritage-rich architectural gems. Thai families, on the other hand, gravitate toward seaside options, from luxurious villas to budget-friendly beach homes for their coastal escapes. In South Korea, families often prefer staying with friends or family for a personal touch, or opting for guesthouses that offer an authentic glimpse into local customs and lifestyles.

Destinations capturing the hearts of families

Not surprisingly, safety (46%), affordability (39%), and accessibility for all age groups (30%) top the list of priorities when families choose their travel destinations. While environmental sustainability (13%) and cultural immersion (13%) are appreciated, they take a backseat to these core concerns.

42% of travellers prefer to travel to domestic destinations, benefiting from shorter travel distances and familiarity with local customs. Meanwhile, 39% crave the excitement of international travel, eager for new experiences and cultural encounters.

Some destinations are emerging as clear favourites among families for their blend of cultural allure, diverse activities, and family-friendly amenities. Here’s a look at the top and trending destination choices for families in APAC, according to the Booking.com platform:

“Families in Asia Pacific are embracing intergenerational travel like never before, creating opportunities for richer connections and shared experiences across generations,” said Laura Houldsworth, Managing Director, Asia Pacific at Booking.com. “Our new research highlights the unique ways families are approaching their vacations, from balancing diverse needs to exploring new destinations. This study provides valuable insights into how Booking.com and the travel industry overall can support  families in Asia Pacific make the most of their adventures, across generations - and make it easier for everyone to experience the world.”

The study was created in collaboration with global consumer research platform GWI. For more details on the study, explore the attached full report.

_________

¹Top destinations for intergenerational travel are identified as the most popular locations in 2024 based on search volumes on Booking.com.

²Trending destinations for intergenerational travel are determined by analysing year-on-year search volume changes between 2023 and 2024 on Booking.com to highlight emerging interests.

CONTACT DETAILS

For any queries, please contact the Booking.com APAC Press Office;

E: sg-booking@allisonworldwide.com 

M: +65 9725 1115

METHODOLOGY

This report draws from the combined expertise of Booking.com and GWI, offering a comprehensive view of travellers across APAC, with a focus on intergenerational travel. By integrating GWI’s online survey data with Booking.com’s proprietary search analytics, we gained exclusive insight into travellers through a mix of customised research data, complemented by global syndicated research and additional first party search data.

This report primarily references data drawn from customised research, created exclusively for Booking.com by GWI (Online research among internet users aged between 16-64, across 11 APAC markets: Australia, China, Hong Kong, India, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand and Vietnam.

Booking.com data was based on searches made on the Booking.com platform between January 1 and March 31, 2024 by travellers from 11 APAC markets: Australia, China,  Hong  Kong,  India,  Japan,  New  Zealand, Singapore,  South  Korea,  Taiwan,  Thailand  and Vietnam; with check-in dates between April 1 and December 31, 2024. Top destinations were determined based on search volumes in 2024. Additionally, trending destinations were identified by analysing year-on-year search volume changes between 2023 and 2024, with a filter applied to exclude cities with fewer than 500 searches in the previous year to ensure data significance and integrity. Additional data is integrated from GWI Core, a flagship syndicated survey of internet users aged 16-64; and GWI Travel, which looks at travellers aged 16-64 to explore what makes or breaks their experience.

Despite this, LGBTQ+ travelers are taking ownership of their lived reality. From thoughtful destination decision-making to pre-booking plane seats and creating alter egos, LGBTQ+ travelers are taking control of their trips more than ever before to safely navigate different challenges and to find the best experiences.  

Destination deliberations
 

Likely reflective of the current economic uncertainties affecting people in many parts of the world, accommodation that fits their budget is the primary concern for two in three (66%) of LGBTQ+ travelers. After those primary financial considerations, more than three in five (63%) believe that being able to be their authentic self on their trip is their next most important factor. Among all LGBTQ+ travelers:

• 55% consider a destination’s local legislation regarding LGBTQ+ human, equality and marriage rights an important factor.
• 51% consider whether the destination is more, or less accepting of LGBTQ+ people than their home country.
• 50% consider what they have heard or read in the news about experiences for foreign LGBTQ+ travelers.

These concerns have had a clear influence on LGBTQ+ travelers’ perceptions and decision making, with 43% of respondents canceling a trip within the past year after seeing a destination being unsupportive of its LGBTQ+ residents. This is most common among LGBTQ+ parents (48%) compared with non-parents (40%), but even more so amongst transgender (59%) and intersex (56%) travelers. On the flip side, more than half (56%) of LGBTQ+ travelers have booked a trip in the past 12 months to a destination seen as supportive of residents who identify as LGBTQ+, with millennials most likely to be inspired to travel there (62%) and the silent generation the least (21%). 

When presented with the choice, over half (57%) say they prefer to visit destinations where LGBTQ+ tourism is already well established, compared with 43% who would rather consider locations where their presence could contribute to broadening social awareness and acceptance. The zeitgeist is also playing a part in decision making: nearly two-thirds (65%) of LGBTQ+ travelers say they are more likely to book travel experiences inspired by LGBTQ+ pop culture with millennials (70%) the most likely.

Pre-flight preparations
 

Once the destination has been decided, LGBTQ+ travelers are taking additional proactive steps to mitigate concerns about potential discrimination while flying. Nearly one in three (31%) have had a negative experience with a fellow flight passenger directly related to their identity, while 36% expressed apprehension at the idea of being seated next to a stranger in fear of their reaction or behavior towards them as an LGBTQ+ individual. The latter is most common among those who are transgender (57%), intersex (48%) or non-binary (44%). Consequently, 46% of LGBTQ+ travelers opt to select a specific seat in advance to minimize interaction with others for fear of discrimination, an action most commonly taken by those who are transgender (61%), intersex (55%) and non-binary (50%).

Code-switching and travel personas
 

LGBTQ+ travelers are actively adopting personas to protect themselves on their trips. Two fifths (40%) of LGBTQ+ travelers say that they modify aspects of their appearance and behavior to avoid potential discrimination or unwanted attention, while 41% have created an alter-ego to navigate different environments when traveling. This is most common with transgender travelers (59%), and lesbians (47%). The main reason for travelers in creating an alter-ego was to protect themselves and feel safe (43%), with one in three (35%) doing so to adapt to cultural sensitivities that may exist at a destination.

Travel industry allies
 

Beyond their own decisions, LGBTQ+ travelers recognize progress within the travel industry, with 73% saying increased inclusivity has made them feel more comfortable when traveling. This is most true among those who are out (76%) but also 65% of those who are not. Traveling to destinations that have adequate legislation in place facilitates feeling included and this is reflected in interactions with those that work in the travel industry: 83% of LGBTQ+ travelers feel comfortable when arriving to check in at their accommodation, 80% when having correspondence with accommodation hosts and airlines and 82% when interacting with hospitality professionals at their destination such as tour guides, flight attendants and taxi drivers. Additionally, when asked what features LGBTQ+ travelers would like to see from travel companies to improve their future travel experiences, 28% referenced filters that would facilitate identifying properties that offer a welcoming experience. This is of particular importance for transgender (49%) and genderfluid (40%) travelers.

“At Booking.com, we passionately believe that everyone should be able to travel and experience the world in their own unique way," says Arjan Dijk, CMO and Senior Vice President at Booking.com. “As a gay man, I unfortunately know first hand the challenges that persist in many parts of the world, including sadly with travel alerts already being issued ahead of Pride events this year. Despite all this, I am incredibly inspired to see LGBTQ+ travelers resiliently embracing their lived experiences, both at home and during their trips. While real and tangible progress is being made, we must remain vigilant and do our part to make it truly easier for everyone to Travel Proud.” 

Since launching in 2021, Booking.com’s Travel Proud program provides free inclusive hospitality training for accommodations to help them gain a better understanding of the specific challenges faced by LGBTQ+ travelers, as well as what can be done to make every guest feel more welcome, regardless of where they come from, who they love or how they identify. The training is available in English, Italian, French, Spanish, Brazilian Portuguese, Croatian, Japanese, Greek, Portuguese, Thai and German, with training sessions regularly available. There are now more than 67,000 Travel Proud-certified properties globally on Booking.com across 133 countries and territories and in 12,645 cities and destinations. 

In addition to the company’s global partnership with IGLTA, the International LGBTQ+ Travel Association, Booking.com is now also exceptionally proud to be one of the newest partners of two organizations that help underscore Booking.com’s dedication to making the world more inclusive for everyone, everywhere: 

• Global Equality Fund. This unique public-private partnership brings together like-minded governments and private sector entities dedicated to advancing and defending the human rights and freedoms of LGBTQ+ people around the world. Through the GEF, governments, companies and foundations work collaboratively with human rights defenders and civil society organizations working to protect and empower LGBTQ+ movements and people.
• Stonewall National Monument Visitor Center: Located in Greenwich Village in the heart of New York City, this landmark center, opening on June 28, 2024, preserves, advances and celebrates the legacy of the historic Stonewall Rebellion and serves as a living monument to the advocates and pioneers who came before us and educates on the events that shaped the LGBTQ+ civil rights movement.

Research commissioned by Booking.com and independently conducted among a sample of 11,469 LGBTQ+ travelers from 27 countries and territories including: Argentina (201), Australia (606), Belgium (201), Brazil (503), Canada (804), Colombia (302), Croatia (204), Denmark (200), France (1005), Germany (1005), Hong Kong (203), India (403), Israel (204), Italy (603), Japan (402), Mexico (300), Netherlands (504), New Zealand (202), Singapore (202), Spain (402), Sweden (203), Switzerland (200), Taiwan (200), Thailand (202), United Kingdom (1007), United States (1000), Vietnam (201). LGBTQ+ respondents self identified across demographics of sex, gender and sexual orientation. In order to participate in this survey, respondents also had to have traveled for leisure in the past 12 months. The survey was taken online in April & May 2024.

**As part of this research, we asked respondents if they consider themselves currently ‘out’ when it comes to their LGBTQ+ identity? By referring to being ‘out’, we mean revealing or no longer concealing their sexual orientation or gender identity. 

***As part of this research, we asked respondents if they consider themselves “an active advocate for LGBTQ+ rights and change” in their community. By referring to an ‘active advocate’, we mean taking action, big or small, to support, champion and defend LGBTQ+ rights in their community. 

The research, published by Booking.com in partnership with Statista, has revealed that almost two-thirds (63%) of respondents believe that the economic situation of their business will develop positively or very positively in the coming six months – up 4 percentage points and marking the fourth consecutive rise since the first Barometer report in 2022. Another two-thirds (65%) reported positive business development in the past 6 months, and most notably those sharing negative expectations dropped to just 4% - in stark contrast to the 17% expressed in 2022.

With sights set on the summer peak season, attentions are focused on the needs and wants of potential guests, with 50% European accommodations reporting a trend in shorter stays being the preference among guests, up 6 percentage points since the last Barometer. Almost half of respondents (48%) indicate their guests are booking further in advance, while 45% share that their guests are now booking cheaper rooms. The latter corresponds to almost half of European accommodations reporting growth in average daily rates (48%) and an uptick in occupancy rates (49%). Perhaps most significant, 46% of respondents report guests opting for more restrictive cancellation policies, a shift from the previous trend towards flexibility and up 15 percentage points since the last survey.

There remain a range of macro and micro-economic challenges that hoteliers continue to navigate: the cost of staff (65%) and the shortage of skilled workers (61%) were top of mind for many, while other factors such as potential tax increase (58%), geopolitical uncertainties (55%), and bureaucracy (53%) were identified as potential economic risks for European hoteliers. Nevertheless, European accommodations are also embracing a multitude of opportunities to enhance the guest experience: investments in style/aesthetics (69%) and comfort (67%) ranked high in priorities, followed by incentivizing and encouraging repeat visits (67%), and improving social media marketing (66%). 

Sustainability remains high on the agenda for many, with 41% of respondents indicating they are worried about climate change and the impact it will have on their business over the next three years, and 45% intending to allocate almost a quarter of planned investments on improvements in this area. Motivations vary: 67% will be investing with the hope of making long-term cost savings which likely correlates with the 78% who see energy costs as the number one risk to their business. Meanwhile, imminent legislation is likely on the minds of many given that 51% intend to invest to fulfill government requirements and 48% in order to attain a third-party certification - something that is also seen as a major opportunity by almost half (49%).

“It’s incredibly encouraging to see the fourth edition of the European Accommodation Barometer reveal a continued growth in economic positivity, with European hoteliers sharing great optimism ahead of the summer peak season,” said Peter Lochbihler,  Senior Director of Public Affairs, Booking.com. “However, it is critical that we continue to delve deeper into the potential hurdles they still face and consider how best, as an industry, we can collaborate to ensure the ongoing growth and success of Europe's hotel and vacation rental operators.”

To download the full 2024 European Accommodation Barometer report and corresponding country-specific editions visit: 

www.statista.com/study/168004/2024-european-accommodation-barometer/

www.statista.com/study/168036/2024-german-accommodation-barometer/

www.statista.com/study/168037/2024-italian-accommodation-barometer/

www.statista.com/study/168038/2024-netherlands-accommodation-barometer/

www.statista.com/study/168039/2024-spanish-accommodation-barometer/

www.statista.com/study/168077/2024-french-accommodation-barometer/ 

www.statista.com/study/168040/2024-swiss-accommodation-barometer/

www.statista.com/study/168041/2024-uk-accommodation-barometer/

Methodology: The survey was conducted by Statista and took place between February 6th and March 22nd, 2024 via telephone interviews. 920 executives and managers from the European travel accommodation sector participated in the survey. 80 respondents were interviewed from each country and region, which included Austria, Greece, Italy, the Netherlands, the Nordics (Sweden, Denmark, Norway, and Finland), Portugal, Spain, 90 respondents each from France and Germany*, as well as 200 from the rest of Europe (Poland, Romania, Belgium, Czechia, Hungary, Bulgaria, Slovenia, Slovakia, Ireland, and Croatia).

Families are eyeing great beaches, tasty local cuisine, and cultural experiences 
 

Almost two-thirds (62%) of families rank spending quality time as the main motivator for traveling this year, followed by finding the time to properly relax (58%), and discovering new places (48%).*

Family motivators for travel play nicely to this summer’s trending spots, which includes destinations famed for their scenic beaches, exquisite local cuisine and enriching opportunities for cultural immersion. Whether that’s the serene beaches of Durres, Albania or the vibrant diverse districts in Tokyo, Japan, these destinations offer a tapestry of places to stay and travel experiences that will enrich and entertain every member of the family.

                                                   Top global trending summer destinations for families**

                                                                                 1. Durres, Albania
                                                                                 2. Tangier, Morocco
                                                                                 3. Marrakech, Morocco
                                                                                 4. Destin, Florida, USA  
                                                                                 5. Sevilla, Spain
                                                                                 6. Palma de Mallorca, Spain
                                                                                 7. Tokyo, Japan
                                                                                 8. Dubrovnik, Croatia
                                                                                 9. Madrid, Spain
                                                                                10. Bangkok, Thailand

With over 29 million total reported listings worldwide, in 220 countries and territories and more than 175,000 destinations, families can find the ideal place to stay this summer based on their needs. This includes more than 7.4 million reported listings in homes, apartments and other unique places to stay, positioning Booking as a leader in non-hotel accommodations.

European kids will be the jet setters this summer

The landscape of family travel this summer is set to redefine the meaning of well-traveled children. Booking.com reveals that kids living in Europe will be globetrotters this summer with 42% of flight searches by Europeans including at least one child. Kids living in Asia and North America round out the top three at 33% and 32% respectively.*** 

Some nationalities, however, are emerging as true leaders in family travel this summer. Families based in the countries below are burgeoning a generation of young jet setters who, as kids, not only have the opportunity to enjoy the thrills of flying, but ultimately get to experience diverse cultures, cuisines and landscapes from an early age as over half (50%) of all flight searches from the following countries include at least one child.

                                                  Countries with highest % of children included in flight searches***

                                                                                                 1. Egypt
                                                                                                 2. Denmark 
                                                                                                 3. Poland 
                                                                                                 4. Sweden 
                                                                                                 5. Cyprus 
                                                                                                 6. Czech Republic
                                                                                                 7. Belgium
                                                                                                 8. Norway
                                                                                                 9. United Kingdom
                                                                                                10. Ireland

Booking.com flight search data for this summer also reveals that families in some countries are traveling further afield than others during their summer vacations this year. 

                                                  Countries with highest % of families traveling to a different continent***

                                                                                                    1. UAE
                                                                                                    2. Australia
                                                                                                    3. Egypt
                                                                                                    4. Turkey 
                                                                                                    5. Netherlands
                                                                                                    6. Canada
                                                                                                    7. China
                                                                                                    8. Germany
                                                                                                    9. United Kingdom
                                                                                                   10. Belgium

Travelers from 55 countries and territories, can currently browse and purchase flights directly through Booking.com’s branded offering to over 4,500 destinations worldwide.

Inside the family travel lens
 

This year, family travel decisions are being shaped by a wide range of interests and behaviors that are altering the traditional way of traveling with loved ones.

• 55% of families globally say they are inspired to travel to try food seen on a show or movie, highlighting the influence of popular media on travel choices.*
   
• 48% of families are planning to use AI tools as part of their travel planning in 2024, showing a desire to adopt new practices to streamline their trip.* Families in the US, UK, Australia and New Zealand can now use the AI Trip Planner, found directly on the Booking.com mobile app, to start their trip planning process.****
   
• Travel nannies may start becoming a trend this summer with 31% of families saying they would likely allocate travel budget to having someone care for their child or children on a trip. This rate surpasses more than half (50%) in India, Hong Kong and Thailand.***** 
   
• Comfort is also a top priority with 74% of families across the globe citing air conditioning as the most important amenity when booking a place to stay.*

With Booking.com, unlocking the perfect summer family getaway has never been easier. Travelers can arrange every element of their trip without having to leave the platform or mobile app. From over 30 different category types of accommodation to flight connections, car rental and local attractions, Booking.com is connecting the trip for travelers across the world. 

*Travel Trends 2024 research commissioned by Booking.com and independently conducted among a sample of adults who took a leisure trip with an overnight stay in the last 12 months, plan to travel in 2024, and are involved in trip planning. The sample is comprised of 32,300 respondents across 32 countries and territories, including 2,000 from USA, 800 from Canada, 1,800 from Mexico, 800 from Colombia, 1,800 from Brazil, 800 from Argentina, 1,800 from Australia, 500 from New Zealand, 800 from Spain, 800 from Italy, 1,800 from France, 1,800 from UK, 1,800 from Germany, 800 from Netherlands, 500 from Denmark, 500 from Sweden, 400 from Croatia, 800 from Switzerland, 800 from Belgium, 800 from Ireland, 800 from Portugal, 1,800 from India, 800 from China, 500 from Hong Kong, 800 from Thailand, 800 from Singapore, 500 from Taiwan, 800 from Vietnam, 800 from South Korea, 1,800 from Japan, 500 from UAE. Respondents completed an online survey in either January or February 2024.

**Accommodation searches, including at least one child, for dates between 22 April, 2024 and 29 April, 2024 with check-in dates 1 June, 2024 to 1 September, 2024, compared to search dates between 22 April, 2023 to 29 April, 2023 2023 with check-in dates 1 June, 2023 to 1 September 2023

***Flight searches, including at least one child, for dates between 1 January, 2024 and 31 March, 2024 with outbound travel dates between 1 June, 2024 and 1 September, 2024, compared to search dates between 1 January, 2023 to 31 March, 2023 with outbound travel dates between 1 June, 2023 and 1 September, 2023

****The AI Trip Planner is available to Genius members in the US, UK, Australia and New Zealand. Members must be signed in to their Booking.com account in the mobile app and have their language settings set to English to access the tool.

*****Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1008 from Argentina, 1012 from Australia, 505 from Austria, 1001 from Belgium, 1002 from Brazil, 1009 from Canada, 1009 from China, 1002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1004 from India, 510 from Ireland, 504 from Israel, 1014 from Italy, 1004 from Japan, 1009 from Mexico, 1014 from The Netherlands, 1015 from New Zealand, 500 from Portugal, 502 from Singapore, 1010 from South Korea, 1009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1003 from Thailand, 502 from the UAE, 1007 from the UK, 1005 from the US and 1007 from Vietnam). Respondents completed an online survey in July 2023.

The recent study shows that almost half (45%) feel traveling more sustainably is important, but not a primary consideration when planning or booking a trip, and 28% of travelers even report they are tired of hearing about climate change all the time. With this in mind, the opportunity for collective action is more pertinent than ever, in order to ensure that progress toward a more sustainable travel industry remains a priority.

Positive Intentions Meeting New Challenges
 

Looking ahead, a reassuring 75% of global travelers say that they want to travel more sustainably over the next 12 months, and (43%) would feel guilty when they make less sustainable travel choices. When it comes to motivators among those who want to travel more sustainably, (32%) want to do so because they believe it's the right thing to do.

However, a sense of disillusion towards making more sustainable travel choices may be counteracting those intentions. New areas of exploration researched for the first time this year reveal that some travelers don’t recognize the importance of being more mindful of their impact, as one-third (33%) feel that the damage already done is irreversible and that the travel choices they make are not going to change that. In fact, a quarter of travelers (25%) don’t believe climate change is as severe as people make it out to be - a dismissal of the issue which may well be impacting travel plans. 

Moreover, some feel their time spent traveling is too precious to put sustainability at the top of their decision-making list (28%). Not seeing sustainability in action is also contributing to the sense of powerlessness; more than a third (34%) of travelers believe that being more sustainable in a destination that is not implementing sustainability practices itself feels pointless. 

Shared Responsibility And The Critical Opportunity For Industry-Wide Enablement
 

The role travelers feel they can play in tackling the negative impacts of travel also highlights their expectations around collaboration. A noteworthy 71% of travelers say they want to leave the places they visit better than when they arrived (up from 66% last year), and this year’s additional research shows 45% think they themselves have the potential to counteract the social impacts of travel. On the other hand, 44% think governments hold the most potential for countering the economic effects, and 43% believe travel service providers hold the key to addressing environmental factors. Furthermore, 40% of travelers believe that governments are responsible for educating people on the impacts of travel and tourism. 

Responsibilities extend to how consumers are being supported to fulfill their intentions. Coming across an accommodation labeled as more sustainable is more appealing to almost half of travelers (45%) and consistency of certification standards is critical to identifying these options with 67% agreeing that all travel booking sites should use the same sustainable certifications or labels. However, the number of travelers who are interested to learn more about why the accommodation was given this label is down 17 percentage points (at 52%) when compared with the same time last year, indicating a need for simple, clear communication that enables easy decision-making regardless of priorities.

Sustainable Silver Linings
 

Despite the emerging frustrations, travelers who say they are making more mindful choices also feel that more sustainable travel experiences are actually adding value to their trips. New areas of research in this year’s report found that 62% of travelers recognize that they are the best version of themselves when they travel more sustainably and consequently take home this positivity, just as 67% feel that witnessing sustainable practices while traveling inspires them to be more sustainable in their everyday life. Of those who adopted sustainable behaviors on their travels, it was seen as an enhancement for 96% who did tours or activities for authentic, local, and cultural experiences, 93% who shopped at small, independent stores, and 93% who planned their trips so that they could walk, bike, or take public transport.

“While many travelers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,” said Danielle D’Silva, Head of Sustainability at Booking.com. “It’s important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. That’s where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, it’s also a reminder to maintain our focus on the impactful work we know can make a difference not only for travelers, but for communities and destinations everywhere.”

Booking.com's full 2024 Sustainable Travel Research Report can be downloaded here.

Research commissioned by Booking.com and independently conducted among a sample of 31,550 respondents across 34 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 950 from Croatia, 500 from UAE, 1,000 from India, 1,000 from China, 800 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from South Africa and 300 from Kenya ). In order to participate in this survey, respondents had to be 18 years of age or older, had to have traveled at least once in the past 12 months and must be planning to travel in 2024, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in February 2024.

Where in years past travel has been a means to escape life, Booking.com is releasing research that shows that travel is life in 2024 with more than three quarters (78%) revealing that they feel more alive than ever when they are on vacation, and 68% wanting to be more like their vacation self in their day-to-day life back home. That’s because 68% also think they are the best version of themselves while on vacation. And with AI set to transform 2024, travelers are increasingly plugging into tech to do the grunt work, freeing them up to stretch their imagination, tune into their intuition and spark more soul-stirring experiences.

To explore how travel will transport people out of autopilot and into unleashing their best life, Booking.com commissioned research among more than 27,000 travelers across 33 countries and territories, combining it with its insights as a leading digital travel platform to reveal seven predictions for travel in 2024. 
 

1. (Alter) Ego Enthusiasts

In 2024, travelers will feel more alive by creating their very own epic alter egos on vacation, with more than a third (37%) making up stories about their real life to people they meet on their travels. These alter ego enthusiasts love the thrill of embodying a 2.0 version of themselves, and go to great lengths to reimagine their best self, with more than three in five (62%) enjoying the anonymity of travel and the chance to recreate themselves. 

Fueling the idea that people take on different personas when traveling to feel more alive, over two thirds (68%) feel they are the best version of themselves on vacation, able to shed inhibitions and embrace new aspects of their personalities, while 42% would even pay to rent a nicer car than they drive at home to live their finest lives with confidence. What’s more, well over half (57%) of travelers feel ‘main character energy’ on their travels, with these performers empowered to be the stars of their own life. 

Aliases and avatars abound, both IRL and through VR and AR. Those digital alter egos with a desire for wanderlust can go anywhere and do anything in the metaverse, and in 2024 the people behind them will bring their digital fantasies to life in real-world destinations. 

2. Cool-cationers

Heat has officially had its vacay heyday, with scorching temperatures pushing the mercury to record-breaking levels and causing heat waves around the world. Sweltering conditions are accelerating a rise in travelers chasing cooler climes to revive and refresh themselves. The majority (51%) report that climate change will impact the way they plan their vacation in 2024, while over half (56%) say that as temperatures soar close to home, they will use their vacation to cool down elsewhere.

This effect taps into the expected rise of water-centric travel that takes the edge off the heat, and helps people wash away their worries. Three quarters (75%) agree that being close to water instantly makes them feel more relaxed, with over a third (36%) interested in water-centric vacations in 2024. As people dive headfirst into aquatic escapes, mindful water immersion will quickly become the next mainstream version of meditation, where the wild-swimming craze meets the ice-therapy movement (thanks, Wim Hof). This fresh form of feel-alive wellness travel will see floating yoga, water sound baths and snow meditation surge, as well as a boom in ice therapy retreats, underwater hotels and mermania, with water no longer the backdrop but the main event. 

3. Surrender Seekers 

In 2024, just bring yourself. Travelers increasingly want to surrender themselves to the element of surprise, explore the unknown and venture into uncharted territory on vacation, with over half (52 %) keen to book a surprise trip where everything down to the destination is unknown until arrival. Averse to the ‘sameness’ of everyday life and actively avoiding cookie-cutter experiences, the intuitively adventurous traveler of 2024 wants to step outside of the homogenized vacation, with 56% preferring to venture off the beaten path and a third (34%) seeking to travel with strangers. 

Shifting from rigorous planning to chance encounters and experiences with a roll of the dice, these surrender seekers are relinquishing control for the art of letting go – with carpe diem their life motto. The majority (55%) would like to have no plans set in stone prior to traveling in 2024 so they can go where the wind takes them, while over two thirds (69%) prefer to travel with loose plans so they can change direction based on what feels good in the moment. 

The travel industry is already responding fast with tech-enabled flexible services, giving travelers the option to cancel, change plans, and buy now, pay later at the press of a button. The explosion of AI, which has already seen the launch of Booking.com’s AI Trip planner, is going mainstream in 2024: 48% would trust AI to plan a trip for them, with a third of baby boomers (30%) and one in five (20%) of the silent generation finally surrendering to AI in order to assist their travels plans in the year ahead. 

4. Culinary Excavators

The food archeologists of 2024 will dig deep into the roots of food on vacation to unearth new culinary treasures, with nearly two thirds (61%) more interested in learning about the origins of a destination’s ‘must-eat’ delicacies than they were in the past. Culinary excavators are bucking next-gen food trends in favor of preserving the true craftsmanship of traditional dishes; leaning on gastro-tourism to embrace the unique history, geography and produce that makes for one-of-a-kind cuisine that will awaken the senses. 

Four in five (81%) want to try indigenous cuisines in 2024, and heritage flavors are in the spotlight with travelers putting power in the hands of the under-represented, unlocking the secrets of cultures which may have been lost or forgotten in other parts of the world. Expect an increase in indigenous experiences that take travelers on trails that tell the story behind the food they serve, bringing pride and income to communities around the globe. 

Foodie travelers in 2024 will be experientialists who fluctuate between digital and physical realities to transform every discovery into a heightened multisensory extravaganza, with nearly half (46%) wanting an immersive ‘phygital’ food experience enhanced by VR or AR. Think mood altering lighting, paired fragrances and sensual soundscapes that enhance the traces of foodways past. 

5. Reboot Retreaters 

When things are falling apart back home amid global instability and an ever-hectic world, disheveled travelers are booking one-track trips rooted in self-improvement to bring themselves back to the life they truly want again. The new era of sleep tourism, for example, welcomes sleep concierges and cutting-edge tech to serve the 58% who want to travel in 2024 to solely focus on uninterrupted shut-eye. 

For those who are used to sleeping solo, over a third (39%) of travelers would carve out time for a matchmaking holiday to find a spark with a new partner or lover, while more than a third (35%) would focus on a heartbreak holiday to get over an ex. On the contrary, for those still rocking their relationships, a quarter (24%) want to deepen that human connection with their partner as their main priority for traveling in 2024. On the flip side, for those increasingly frazzled parents, they are surprisingly seeking solace on completely solo holidays, with the majority (58%) planning to travel alone in 2024, dropping the kids and their partners to prioritize their vitality. 

Taking the impetus to reinvent their ‘real’ life even further, half of all travelers (51%) revealed that the stripped-back lifestyle of agrarian and indigenous communities, where self-sufficiency is a way of life, would appeal to them in 2024. Beyond just back to basics, the focus is on a better balance with nature and the elements to reset their day-to-day back home.  

6.  A La Carte Affluencers

Fueled by the cost of living crisis alongside the mainstream stealth wealth trends of 2023, travelers in 2024 will employ money saving hacks to cut costs, yet level up vacations with ‘à la carte’ luxuries, scoring a rush from traveling like the rich – even if just for a moment in time. These à la carte ‘affluencers’ want to appear wealthy, sweeping away the reality of having to make financial sacrifices, but behind the scenes are obsessed with see-through spending and curating budget-friendly travel itineraries with the help of their travel partner in crime, AI. In fact, more than half (56%) of travelers will want insights and tips from AI when on vacation to upgrade experiences with suggested ancillaries and deals, all with a flick of their finger.  

Additionally, half (50%) of travelers plan to pick destinations in 2024 where the cost of living is less expensive than their hometown, while traveling closer to home is also a draw for some who will be searching for luxe-for-less copycat vacations to reduce costs in 2024 (43%). Many (51%) travelers will be willing to pay for day passes to use the amenities in a five star hotel rather than actually staying there, with a similar number of parents (47%) planning to take their children out of school to travel outside of peak season to make their money stretch further in 2024.

7. Mindful Aesthetes

Once upon a time, the words sustainable and stylish were not necessarily synonymous, with the words ‘eco-travel’ conjuring up visions of primitive campsites. Make way for the intersection of design and mindfulness to influence travel in 2024, opening up new and inspiring doors for travelers who have a desire to make more conscious and responsible choices, not just for a short getaway, but as a way of life. 

Gone are the days when comfort and exceptional design were solely associated with excess and extravagance, with a growing movement of hotels and other unique places to stay presenting inventive, yet aesthetically pleasing responses to significant environmental and social challenges. These discerning travelers will hunt down jaw-dropping architecture that has environmental features at its heart, with over half (53%) looking for accommodation that has wow-factor sustainability innovation. Three in five (60%) want to see sustainability in action, while nearly two thirds (65%) want to see the outside brought indoors with green spaces and plants in accommodations on vacation. 

In 2024, in exchange for contributing to conservation efforts, sustainable itineraries will give travelers exclusive access to the places that they are helping preserve, in the most mindful and responsible way. A large number are interested in sustainable travel apps where they can unlock rewards (60%), such as experiences with locals in off-the-beaten-path areas (47%) or visiting remote locations that tourists otherwise have limited access to (44%). The mindful aesthetes are a reminder that it’s possible to bring home all the vacay feels, but also that bold sense of purpose to feel more deeply connected to the environment and surrounding communities when back at home as well. 

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com comments: 

"Our 2024 travel predictions reflect the idea that travel is not a means to escape life, but instead a catalyst to live our best lives. From thrilling adventures in a new destination to feeling the pulse of a new culture and every experience in between, travel allows us to become the best version of ourselves. At Booking.com, it's our mission to make it easier for everyone to experience the world and we believe in the power of travel to inspire, transform and enrich lives and we are committed to empowering extraordinary experiences that resonate with the heartbeat of each and every traveler in 2024 and beyond.”

For more information about Booking.com’s 2024 Travel Predictions, please visit: https://www.booking.com/c/trends/travelpredictions2024.html 

Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,730 respondents across 33 countries and territories were polled (including 1008 from Argentina, 1012 from Australia, 505 from Austria, 1001 from Belgium, 1002 from Brazil, 1009 from Canada, 1009 from China, 1002 from Colombia, 508 from Croatia, 504 from Denmark, 1011 from France, 1011 from Germany, 1016 from Hong Kong, 1004 from India, 510 from Ireland, 504 from Israel, 1014 from Italy, 1004 from Japan, 1009 from Mexico, 1014 from The Netherlands, 1015 from New Zealand, 500 from Portugal, 502 from Singapore, 1010 from South Korea, 1009 from Spain, 502 from Sweden, 507 from Switzerland, 504 from Taiwan, 1003 from Thailand, 502 from the UAE, 1007 from the UK, 1005 from the US and 1007 from Vietnam). Respondents completed an online survey in July 2023.

Booking.com’s most extensive LGBTQIA+ travel research to date, conducted amongst rainbow travellers from 27 countries including Aotearoa, spotlights the steady progress, as well as the recent setbacks, for these communities when it comes to travel. 

The study reveals that, for three quarters (76%), controversy in the media around attitudes, discrimination and violence towards people who identify as LGBTQIA+ has had a big impact on their choice of destination.

Personal safety is now an increased point of discussion for the LGBTQIA+ community when planning travel, with 70% saying that some destinations are completely off-limits. Even after booking trips, travellers remain vigilant, with more than half (56%) having cancelled a trip in the past year after seeing a destination not supporting those who identify as LGBTQIA+.

However, the travel industry is playing a part in shifting attitudes and perceptions with the majority (84%) of respondents feeling more comfortable travelling due to the increased inclusivity of the travel industry - with 74% more likely to seek out attractions and activities that are tailored to people identifying as LGBTQIA+. 

Destinations such as Queenstown, which have been celebrating pride for over twenty years with its annual Winter Pride festivities, offer a place for rainbow travellers to safely experience the world as their authentic selves.

Booking.com’s ‘Ride with Pride’
 

Booking.com is returning as a Queenstown Winter Pride platinum partner for its third consecutive year launching ‘Ride with Pride’: an exclusive SUV transfer service, offering festival-goers an inclusive and safe means of getting to key on-mountain events in style. Booking.com is much more than just accommodations and ‘Ride with Pride’ is just one example of the wide range of travel services available to book without ever having to leave the platform or app.

Further research** has shown people can often find the intimate environment of car road trips conducive to providing a moment for open and safe conversations. ‘Ride with Pride’ has been created so passengers can travel proud as their most authentic selves. Proceeds from the ‘Ride with Pride’ bookings and during the course of Winter Pride will be donated to OutLine Aotearoa to assist in continuing the positive impact its work contributes to LGBTQIA+ communities across New Zealand. This includes a $10,000 donation from Booking.com, now in its third year of working with OutLine Aotearoa.

A limited number of seats are available for this exclusive one-off experience and can be booked here from Monday 21 August at 12pm NZT on a first come-first-serve basis for one of the following three events on the festival calendar. The ‘Ride with Pride’ is an exclusive transfer available for only one booking each day - for your group to be picked up in the morning at your specified time, taken up to the slopes and then returned in the afternoon. 

• Pride Colour Run - Monday 28th August - 9am to 4pm / The Remarkables Ski Area
• Charity Fun Run - Wednesday 30th August - 9am to 4pm / The Remarkables Ski Area
• Pride Night Ski - Friday 1st September - 4pm to 9pm / The Coronet Peak Ski Area

Transforming caution into confidence 
 

Positive travel experiences are proving more common too though, no doubt increasing the confidence of LGBTQIA+ communities. Almost all (93%) Kiwi LGBTQIA+ travellers say they have experienced some form of positive interaction, specifically when it comes to those with places to stay: 

• 50% have had friendly and informative correspondence with the accommodation ahead of arrival (up from 37% in 2022)
• 53% of travellers say they have had great first impressions on arrival such as welcome drinks and friendly staff (up from 49% in 2022)

“At Booking.com, we believe that everyone should be able to experience the world as themselves, always. While visibility, understanding and acceptance of LGBTQIA+ people has come a long way in recent years, we can’t take that progress for granted,” says Todd Lacey, Regional Manager Oceania at Booking.com. 

“In a world of increasing contradictions and instability, it’s no surprise that the LGBTQIA+ travellers of today are simultaneously more cautious and more confident. Through supporting local events such as Winter Pride tailored to our rainbow communities, Booking.com strives to foster inclusion and environments where everyone can flourish and thrive, whether exploring closer to home or travelling to the other side of the world.” 

Whether it’s a trip to one of Winter Pride’s incredible rainbow events or getting immersed in the Kiwi snow season, Booking.com makes it easier for everyone to experience the world, regardless of who they love or how they identify.

Recognising the important role properties play in providing a more inclusive experience, Booking.com began paving the way for everyone to Travel Proud with the launch of its free Proud Hospitality training programme in August 2021. More than 15,000 accommodations, including over 2,500 across Australia and New Zealand are now being recognised for their inclusive hospitality efforts with a Travel Proud badge on Booking.com.

About OutLine Aotearoa: 

OutLine Aotearoa is the only national, all-ages Rainbow-specific mental health organisation in the country. We’ve been operating since the 70’s in various forms and currently provide a free Chat Support Service, peer support Phoneline, Trans Peer Support Service for trans and non-binary people in Auckland, as well as specialist face-to-face and Skype counselling for Rainbow people across Aotearoa. 

You can call us on 0800 OUTLINE (0800 688 5463) or visit outline.org.nz/chat any evening between 6pm and 9pm and speak with one of over 50 trained OutLine volunteers from Rainbow communities throughout Aotearoa. Rainbow people, their friends and whānau get in touch to talk about family relationships, loneliness and isolation, sexuality and gender identity, sexual health, navigating gender-affirming healthcare and meeting people. You can also refer yourself to our specialist counselling service by heading to outline.org.nz/counselling.

OutLine Aotearoa is led, run, and operated by Rainbow people, for Rainbow people (and their friends and whānau!) This makes OutLine uniquely important to Rainbow communities in providing specialist support that understands, values, and holds space for our experiences as Rainbow people.

*Research commissioned by Booking.com and independently conducted among a sample of 11,555 LGBTQIA+ travellers from 27 countries and territories including 209 from New Zealand. LGBTQIA+ respondents self-identified across demographics of sex, gender, and sexual orientation. To participate in this survey, respondents also had to be planning a trip in the next 12 months. The survey was taken online in March and April 2023. 

**https://www.aviva.co.uk/aviva-edit/your-things-articles/tricky-conversations-in-car/ 

Over half (53%) of travellers surveyed have no intention of postponing any of their travel plans, despite the complex and interconnected crises pressuring the global economy, including inflation, climate change and supply chain disruptions. Even more impressive, 59% of these travellers not only remain steadfast in their original travel plans, but also intend to increase both the number of trips they take and their travel budgets for the year.

The TCI 2023 research, commissioned by Booking.com and conducted independently by Milieu Insight, involved a survey of over 8,000 travellers from 11 countries and territories across APAC, including Singapore, conducted between April and May 2023.

It presents an in-depth analysis of travel confidence and sustainability interest across various destinations in APAC. The report includes rankings that assess the confidence level of travellers in each market, with Singapore ranking fourth (4^th).

Additionally, the report unveils four distinctive traveller personas for the first time, providing valuable insights into their prime motivations, priorities and travel behaviours:

• Conscious Explorers (Hong Kong, India, China, Taiwan) actively pursue eco-friendly and sustainable travel. They are passionate about exploring while minimising environmental impact. They engage in ecotourism, stay at sustainable accommodations, and support local communities to align with their values.
• Comfort Seekers (Singapore, Australia) prioritise comfort and convenience. They seek indulgent experiences and accommodations with maximum relaxation. They value personalised services, high-quality amenities, and prioritise comfort over sustainability in their travel decisions.
• Mindful Voyagers (Vietnam) have a deliberate and thoughtful travel approach, driven by their sense of responsibility to the environment and desire to help local communities. However, they often experience anxieties in unfamiliar environments and actively seek resources to overcome travel concerns and gain confidence.
• Homebound Pragmatists (New Zealand, Korea, Japan, Thailand) prefer practical travel and staying close to home. They prioritise convenience, efficiency, and optimising time and resources. They seek seamless travel experiences that are well-organised and efficient, making the most of their limited time and resources.

"Despite some macroeconomic headwinds, one thing remains clear for all APAC travellers: their spirit of adventure and the desire to create lasting memories via travel remains steadfast and strong,” said Laura Houldsworth, Managing Director, Asia-Pacific, at Booking.com. "Despite the profound impact of the pandemic, insights from this year’s Travel Confidence Index reassuringly proves that Asia-Pacific is well on its way to reclaim its position as the world’s fastest growing travel region¹. As travellers around the world continue to navigate uncertainties and the rising cost of living, Booking.com remains committed to making it easier for travellers across Asia-Pacific to search, book and enjoy their perfect vacation and better experience the world.” 

Research commissioned by Booking.com and independently conducted by Milieu Insight among a sample of 8,800 respondents across 11 countries and territories across APAC (800 each from Australia, China, Hong Kong, India, Japan, New Zealand, Singapore, South Korea, Taiwan, Thailand, Vietnam). 

In order to participate in this survey, respondents had to be 18 years of age or older. 

The study computed an index which was based on specific metrics such as willingness to travel, potential travel spend, duration, number of intended trips, and notably, travel propensity given the current macroeconomic state. Other areas that the study explored are travel and booking considerations, views on sustainability, and other market-specific questions.

Rankings were determined using a two-axis framework, which evaluated travel confidence and sustainability interest across APAC, based on the positions of countries above or below the zero point on each axis. Placement on the axes reflect scores that are relative to other markets and are not normative - this means that there is no standard cut off for scores to be considered as ‘high’ or ‘low’. Instead, these rankings provide comparative insights into the varying levels of sustainability interest and travel confidence across the included markets.

The survey was taken online and took place between March 29 and April 7, 2023. 

The second European Accommodation Barometer published by Booking.com in partnership with Statista, has shone a light on growing positivity across the travel accommodations sector, revealing 71% of respondents have found the development of their business over the past six months to be good or very good. Despite the macroeconomic volatility of the past six months, almost two-thirds find their economic situation to be favourable with both average daily rates and occupancy levels reported to have increased for 51% and 60% respectively.

Renewed confidence among global travellers has further fueled this positive sentiment: 57% of accommodations see a higher appreciation of travel as their biggest opportunity for the season ahead. Following the final round of COVID-19 travel restrictions lifting earlier this year, almost two-thirds (60%) of accommodations view international travelers as key for the upcoming period, while more than half (51%) have Gen-Z in their sights.

However, while overall positivity is buoying the industry, almost half of respondents (47%) hold concerns around overall economic conditions and there remain a number of key hurdles that accommodations are still tackling. More than four in five (86%) see energy costs as an ongoing challenge for their business, and as such 58% planning to invest in energy efficiency improvements. Elsewhere, staffing remains high on the agenda. Both acquisition and retention are an issue for 44% of those surveyed, with salaries and working hours identified as the top two factors causing a shortage of skilled workers.

Growing consumer interest in sustainable products and services is recognized as a significant opportunity for more than half (53%) of accommodations, and 55% see potential in offering more local experiences. Yet, despite this, only 42% feel prepared for the challenges of decarbonization, and so closing this gap on progress will require further support. The same number (42%) state that more tax and fiscal incentives are needed to accelerate the transition to a more sustainable and climate-friendly model, while 36% see better access to capital and financing as key. 

And while machine learning and artificial intelligence are dominating the headlines, only 8% of accommodations currently make use of AI-powered business tools such as chatbots and dynamic pricing algorithms. This, despite 60% feeling they are prepared for digital transformation. Although AI adoption is expected to grow, with one in four (23%) looking to introduce such tools in the coming six months, more than two thirds (66%) still do not yet have any plans to use AI in how they run their businesses - creating the possibility of technological disparity and a corresponding competitive disadvantage.

“It’s hugely encouraging to see the optimism driving European hotel and holiday rental operators ahead of the busy summer season, reaffirming perceptions that the travel industry’s recovery continues on a positive trajectory,” said Ben Schoeter, Director of Public Affairs, Booking.com. “At the same time, there remain an array of challenges that will make that path anything but smooth - our hope is that by giving accommodations a collective voice through this research we can support them further by surfacing the issues that will matter to them the most over the next six months and beyond.”

To download the full European Accommodation Barometer report and corresponding country-specific editions visit: https://www.statista.com/study/136820/european-accommodation-barometer-2023-summer-edition/

###

Methodology
The survey was conducted by Statista and took place between March 28 and May 15, 2023, via telephone interviews. 1,040 executives and managers from the European travel accommodation sector participated in the survey. 80 respondents were interviewed from each country and region which included Austria, France, Germany, Greece, Italy, the Nordics (Sweden, Denmark, Norway, and Finland), Portugal, Spain, as well as 200 respondents each from the Netherlands* and the rest of Europe (Poland, Romania, Belgium, Czechia, Hungary, Bulgaria, Slovenia, Slovakia, Ireland, Croatia). 

2022 data is based on the 2022 European Accommodation barometer, held between August 15th and October 21st, which had a sample size of 1,000 respondents, of which 80 respondents were from the Netherlands.

*Results from the Dutch sample have been weighted proportionally in 2023 European averages.  

A link to access Statista infographics as they get published: https://www.statista.com/chartoftheday/Travel%20and%20Tourism%20Insights/   

Conducted amongst 11,555 LGBTQ+ travelers across 27 countries and territories around the world, the extensive study shows that mainstream news – from issues around recent major world sporting and music events to celebrity and corporate sponsorships – has put discriminatory legislation and views in the spotlight for many, impacting considerations around vacation decisions. Nearly three quarters (71%) of respondents admit that controversy in the news around attitudes, discrimination and violence towards people who identify as LGBTQ+ has had a big impact on their choice of destination, with LGBTQ+ travelers from Australia (84%), Hong Kong (82%) and the US (79%) indicating that they are the most cautious.

A regressive revolution
 

This step backwards means that personal safety is now an increased point of discussion for LGBTQ+ people when planning travel, particularly amongst those who are transgender. Worldwide, there are still 64 countries that criminalize same-sex relationships – including 11 where the death penalty can be imposed – meaning destinations like these are out of the question for the majority of LGBTQ+ travelers, despite some playing host to major global events. Nearly two thirds (64%) say that some destinations are completely off-limits, rising to 74% for transgender travelers who reportedly face a disproportionately higher rate of discrimination and violence around the world. Even after booking trips, LGBTQ+ travelers remain vigilant, with two fifths (41%) having canceled a trip in the past year after seeing a destination not supporting those who identify as LGBTQ+, rising significantly to 63% for those who are transgender.

Discrimination remains a key concern across the entire travel experience, with the majority (58%) of respondents having experienced discrimination when traveling, increasing to 86% of transfeminine and 83% of transmasculine travelers. Out of all LGBTQ+ travelers: 

• 29% reveal that they have been subjected to stereotyping, rising to 51% for genderfluid or genderqueer travelers 
• One in five (20%) say they have been stared at, laughed at or verbally abused by other travelers. This is highest amongst pansexual travelers (26%) and lesbian travelers (23%)
• A similar number (18%) share that they have faced the same but by locals at their travel destination, rising to 23% for lesbian travelers and 22% for both queer and pansexual travelers
• While 13% report that they have been threatened or intimidated by local law enforcement, this rises to nearly one in three (32%) for intersex travelers and nearly one in four (24%) for transgender travelers

For those who are transgender, travel can come with additional barriers, for example, if their gender identity, name or appearance does not match that of their passport. While 62% of LGBTQ+ travelers admit that being an LGBTQ+ person has impacted how they present themselves in terms of their clothing and make-up choices while traveling, this increases to three quarters (75%) for those that identify as transgender. What’s more, while 19% of LGBTQ+ travelers have had someone incorrectly assume their gender or pronouns, twice as many (38%) transgender travelers have experienced this.

 While traveling can instill a sense of freedom and self expression, a significant proportion of LGBTQ+ people still feel restricted. Almost a third (32%) have felt that they need to change their behavior to avoid judgment or awkward interactions with others (up from 22% in 2022), while 25% have felt they need to change their appearance to avoid the same (up from 16% in 2022). This affects the younger generation the most, with 40% of Gen Z LGBTQ+ travelers feeling they need to change their behavior and 32% feeling the need to change their appearance.

Even traveling to destinations where they feel there is adequate legislation to protect their rights, a proportion of LGBTQ+ travelers still feel uneasy across the entire trip experience – especially versus those destinations with less than adequate legislation. For example:

Transforming caution into confidence 
 

While personal safety concerns have a key impact on destination choices for LGBTQ+ communities at large (39%), other key motivations for travel play a very strong role, with beautiful natural scenery (49%), tasty local cuisine (45%) and great beaches (40%) rounding out the top elements that have the greatest impact on destination choices.

Despite the headlines and significant challenges that persist in many destinations, 71% feel that their experience of being LGBTQ+ actually makes them more confident as a traveler (up from 62% in 2022), with transfeminine (83%) and transmasculine (81%) the most confident travelers out of the different LGBTQ+ gender identities. It’s also refreshing that, when it comes to experiences on vacation, 83% of LGBTQ+ travelers feel confident to partake in any activities they want. The majority of LGBTQ+ travelers (65%) are more likely to seek out attractions and activities that are tailored to people identifying as LGBTQ+. For example, Booking.com has a range of LGBTQ+ specific activities available to travelers around the world, from guided walks around the vibrant streets of the Marais in Paris and Asakusa and 2-Chome in Tokyo to an informative tour in New York documenting how LGBTQ+ communities have helped shape the Chelsea district into the thriving urban neighborhood that it is today.  

Positive travel experiences are proving far more common too and, no doubt, increasing the confidence of LGBTQ+ communities. Over four fifths (82%) of LGBTQ+ travelers say they have experienced some form of positive interaction, and specifically when it comes to those interactions with places to stay: 

• 42% have had friendly and informative correspondence with the accommodation ahead of arrival (up from 25% in 2022)
• 47% of travelers say they have had great first impressions on arrival such as welcome drinks and friendly staff (up from 31% in 2022)

Active allyship in the travel industry
 

The travel industry is clearly playing a part in shifting attitudes and perceptions. Nearly four fifths (78%) of LGBTQ+ travelers feel more comfortable traveling due to the increased inclusivity of the travel industry, increasing to 87% for genderfluid or genderqueer travelers. What’s more, 78% of LGBTQ+ travelers actively enjoy the experience of booking trips – only 5% less than Booking.com’s Travel Trends research which spoke to all travelers.**

 Still, the research shows there’s much more to be done to meet the needs of LGBTQ+ travelers. While guidance and information on the local area at check-in is common (40%), being offered LGBTQ+ specific guidance is much less frequent, with only 16% having experienced this. One third (34%) would like to receive information on the LGBTQ+ status of the location, such as local laws, religious sensibilities and tips on where to go to be safe, rising significantly to 51% for travelers who identify as trans* and genderfluid or genderqueer.

There is a clear need for travel companies to show up as allies to implement policies that are inclusive and welcoming for LGBTQ+ travelers: 

• 65% research travel brands and experiences before they travel to understand the role they play in supporting people who identify as LGBTQ+
• 66% say they are more likely to book travel and experiences with brands who are LGBTQ+ owned than those who are not (up from 55% in 2022) with queer (73%) and pansexual (71%) travelers more likely to do so
• 69% agree that they are more likely to favor airlines and brands with inclusive policies (e.g. gender neutral uniforms), rising to 86% for transmasculine and 83% for transfeminine travelers 

Since launching in 2021, Booking.com’s Travel Proud program provides free inclusive hospitality training for accommodations to help them gain a better understanding of the specific challenges faced by LGBTQ+ travelers, as well as what can be done to make every guest feel more welcome, regardless of where they come from, who they love or how they identify. The training is now available in English, Italian, French, Spanish, Brazilian Portuguese and German, with training sessions available in all languages at least once a week. There are now more than 24,000 certified properties globally on Booking.com, with welcoming Travel Proud stays available in 118 countries and territories and over 7,030 cities.

“In a world of increasing contradictions and instability, it’s no surprise that the LGBTQ+ travelers of today are simultaneously more cautious and more confident,” says Arjan Dijk, CMO and Senior Vice President at Booking.com. “I understand the self-confidence that comes from growing up and learning to navigate the world as a gay man, as well as the extra thought and consideration for safety and well-being that we see LGBTQ+ travelers continuing to grapple with in this research. At Booking.com, we believe that everyone should be able to experience the world as themselves, always. While visibility, understanding and acceptance of LGBTQ+ people has come a long way in recent years, we can’t take that progress for granted. The travel industry should strive to be a beacon of inclusion, helping foster an environment where everyone can flourish and thrive, whether exploring closer to home or traveling to the other side of the world.” 

__________

*Research commissioned  by Booking.com and independently conducted among a sample of 11,555 LGBTQ+ travelers from 27 countries and territories including: Argentina (209), Australia (608), Belgium (206), Brazil (508), Canada (803), Colombia (309), Croatia (206), Denmark (201), France (1000), Germany (1011), Hong Kong (204), India (403), Israel (206), Italy (602), Japan (407), Mexico (307), Netherlands (511), New Zealand (209), Singapore (210), Spain (408), Sweden (203), Switzerland (202), Taiwan (205), Thailand (210), United Kingdom (1004), United States (1003), Vietnam (200). LGBTQ+ respondents self identified across demographics of sex, gender and sexual orientation. In order to participate in this survey, respondents also had to be planning a trip in the next 12 months. The survey was taken online in March and April 2023. 

**Research commissioned by Booking.com and independently conducted among a sample of 42,513 respondents across 33 markets (2,000 from USA, 1,008 from Canada, 2,000 from Mexico, 1,000 from Colombia, 2,000 from Brazil, 1,000 from Argentina, 2,000 from Australia, 1,000 from New Zealand, 2,000 from Spain, 2,000 from Italy, 2,000 from France, 2,000 from UK, 2,000 from Germany, 1,000 from Netherlands, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 1,000 from Switzerland, 1,000 from Belgium, 1,000 from Ireland, 1,000 from Portugal, 1,000 from Israel, 2,000 from India, 1,000 from China, 1,005 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from South Korea, 1,000 from Japan, 500 from UAE). In order to participate in this survey, respondents had to be 18 years of age or older, had to have traveled at least once in the past 12 months, and planning to travel in 2023 and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January and February 2023.

A tale of two wallets in an unsteady global climate

The economic weather has changed drastically since last year, and the big topics at the front of people’s minds today are the cost of living crisis and the climate crisis. Over three quarters (76%) of travelers say they want to travel more sustainably over the coming 12 months, while the same amount think the global energy crisis and rising cost of living is impacting their spending plans. For some travelers the two are mutually exclusive. With rising inflation, nearly half of travelers are stuck in the notion that they must make a choice between sustainability and spending, with 49% believing more sustainable travel options are too expensive (up 11% from Booking.com’s 2022 data). For these respondents, sustainability and travel combined can seem non-urgent when they are worried about affording bills and the energy crisis. On the flip side, with travel well and truly back for others and a more urgent focus on conscious choices, 43% of today’s travelers would be willing to pay more for travel options with a sustainable certification, dialing up their spend to feel reassured they are driving impact. 

As an increasing number of travelers feel the pinch, they are seeking more sustainable travel options rich in rewards, highlighting the perceived trade-off between making conscious choices and saving money and the need for incentivization. Nearly half (49%) want discounts and economic incentives in order to opt for eco-friendly options (up 12% from 2022) while 42% would be encouraged to travel more sustainably with reward points for making more sustainable choices that they could use for free extra perks or discounts through online travel booking sites. 

Breaking through barriers to drive change 

It’s not just cost that is a perceived hurdle to traveling more sustainably. From limited data to a perceived lack of options, barriers to traveling more sustainably appear higher than ever, with some telling shifts in the past 12 months. Over half (51%) of travelers believe there are not enough sustainable travel options, while 74% want travel companies to offer more sustainable travel choices (up from 66% in 2022). Despite good intentions, 44% of travelers don’t know where to find more sustainable options. For example, 75% seek authentic experiences that are representative of the local culture, yet in stark contrast 40% don’t know how or where to find these tours and activities that will ensure they give back to the local community.

Adopting sustainable micro-habits on vacation  

Despite existing barriers and the tightening of purse strings, it’s clear there’s a huge appetite for solutions with four in five (80%) travelers confirming that traveling more sustainably is important to them. Travelers say they are converting intent into action by taking active small steps at home, and when traveling, to drive a more sustainable future. Encouragingly, today 68% use reusable shopping bags, 64% recycle waste and 58% carry their own reusable water bottle – and there’s been a significant uptake in travelers adopting everyday habits on vacation in the past year. 

• 67% turn the air conditioning off at accommodations when they aren’t there, up 29% from 2022
• 60% re-use the same towel multiple times, up 25% from 2022
• 55% use their own reusable water bottle, up 19% from 2022

More than three-quarters (77%) say they turn off the lights and appliances at accommodations when they aren’t there, while almost half (45%) now recycle their garbage when traveling. Even more promisingly, travelers are taking action to make conscious choices on vacation that go beyond these everyday micro-habits. When it comes to transportation, 43% now plan their sightseeing so that they can walk, bike or take public transport, while 43% travel outside of peak season in a bid to avoid overcrowding – both up 10% from 2022. There is also consensus amongst travelers on taking the ‘buy local’ mantra on vacation, with 43% favoring small, independent stores. 

Trust, truth and the travel industry

Unquestionably, amid rising climate anxiety, travelers are becoming more responsible consumers, from their accommodation to their transport choices. With two thirds (66%) wanting to leave the places they visit better than when they arrived, today’s travelers are increasingly adopting a regenerative approach to travel and searching for vacations with maximum positive impact, while seeking credible assurance when booking across the entire travel experience.  For example, travelers can now easily filter their rental car search results to quickly find fully electric and hybrid cars across 110 countries for their next trip. Or choose one of over 500,000 more sustainable options for their next stay, no matter the accommodation type. Nearly two thirds (65%) would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label, while 59% want to filter their options for those with a sustainable certification next time they book.

In response, the travel industry must adapt to meet the changing expectations of these more conscious consumers, to accommodate the third (30%) always on the lookout for brands that promote sustainability, as well as the 69% who are interested to learn more about why specific options are recognized as more sustainable, such as eco-friendly LED lighting and water-efficient toilets for a more sustainable stay. Still, with one in four (39%) travelers today not trusting that the sustainable travel options labeled are truly more sustainable, there are huge strides for the travel industry to make in gaining the trust of consumers. 

Making more sustainable travel solutions easier for everyone 

Since Booking.com celebrated one year of its Travel Sustainable program in November 2022, the program has since received official recognition from the Global Sustainable Tourism Council® (GSTC®), a designation made by GSTC’s independent  Assurance Panel that the program has been deemed equivalent to the GSTC Criteria for sustainable tourism.

Booking.com’s Travel Sustainable program was also recently a winner in Fast Company’s 2023 World Changing Ideas Awards; out of more than 2,000 entries, the company’s Travel Sustainable program was highlighted with the title of “world-changing” for the impact it has had in making it easier for travelers to make more sustainable choices for their trips.

Other new features and developments include:

• Travelers can now also find and book greener taxi options in 95 cities worldwide, simply by looking for the ‘100% Electric’ tagging in the search results.
• For transparency on the impact of their flights, in addition to being able to compare the CO2 emissions for different options, customers will soon see tagging indicating when a certain route or carrier is offering a relatively lower emissions option.
• Public transport ticketing options are available after making an accommodation booking in 47 cities worldwide, including London, Amsterdam, Bangkok and Melbourne. 

“While travel may be back, rising living costs and climate anxiety has led to greater demand for more budget and planet-friendly options,” said Glenn Fogel, CEO of Booking.com. “Travel can be a force for good and travelers themselves are proving to be today’s changemakers, adopting more sustainable travel habits and seeking responsible experiences. We are listening and together with our partners across the industry, we are leading positive change and examining every part of the trip to support travelers and benefit local communities and environments. More sustainable travel is an investment for the world, and we are committed to making it easier for everyone to experience travel in a more mindful and responsible way, no matter where they are on their sustainability journey.” 

Booking.com's full 2023 Sustainable Travel Research Report can be downloaded here.

Booking Holdings' 2022 Sustainability Report can be downloaded here.

__________________

Methodology

Research commissioned by Booking.com and independently conducted among a sample of 33,228 respondents across 35 countries and territories (1,019 from USA, 1,002 from Canada, 1,007 from Mexico, 1,005 from Colombia, 1,008 from Brazil, 1,015 from Argentina, 1,008 from Australia, 504 from New Zealand, 1,008 from Spain, 1,002 from Italy, 1,008 from France, 502 from Switzerland, 1,008 from the UK, 1,000 from Ireland, 1,008 from Germany, 1,006 from the Netherlands, 1,006 from Belgium, 1,004 from Denmark, 1,007 from Sweden, 1,016 from Croatia, 1,012 from Israel, 504 from UAE, 1,012 from India, 1,001 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,020 from Singapore, 1,001 from Taiwan, 1,000 from Vietnam, 1,002 from Indonesia, 1,007 from Philippines, 1,002 from South Korea, 1,009 from Japan, 1,005 from South Africa and 510 from Kenya). In order to participate in this survey, respondents had to be 18 years of age or older, had to have traveled at least once in the past 12 months and must be planning to travel in 2023, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in February 2023.

Apartments and homes continue to shine

As the most-awarded property type globally, apartments take the top spot for the sixth year in a row, with a grand total of 629,421 partners being recognized for their efforts in the 2023 edition of the Traveller Review Awards. For the very first time in the history of the awards, holiday homes (177,795) have claimed the second spot from hotels (172,036), with guest houses (91,635) and bed and breakfasts (78,247) rounding out the top five. When it comes to the countries being recognized with the most awards for homes, apartments and other unique places to stay, Italy (153,895), Spain (98,788), France (94,285), Germany (64,748) and Croatia (63,219) lead the way.

A more sustainable traveler experience

Nearly one in ten accommodation award recipients globally (122,095) have also been recognized with a Travel Sustainable badge for their efforts to operate more sustainably. In fact, Travel Sustainable accommodations were three times more likely to receive a Traveller Review Award 2023, compared to those not being recognized with a Travel Sustainable badge. Out of all accommodation types, hotels had the highest share of Travel Sustainable accommodations (15%) receiving a Traveller Review Award 2023. 

Helping travelers get from A to B

This is the fourth year that Booking.com is recognising in-trip transport providers for their consistently great service, with 230 car rental companies from across 150 countries picking up a Traveller Review Award 2023. Car rental companies in Spain are being recognized with the most 2023 awards (23), followed by Greece (21), France (14), Italy (13) and Portugal (11). In addition, 58 airport taxi providers, representing a total of 6,131 drivers from across 120 countries are also being recognized with a 2023 award. Companies in Spain are again receiving the most awards (11 providers representing 442 drivers), followed by Greece (7 providers representing 1,196 drivers), Italy (5 providers representing 315 drivers), Poland (3 providers representing 524 drivers) and Portugal (3 providers representing 655 drivers).

Arjan Dijk, SVP and Chief Marketing Officer for Booking.com, commented: “It’s that personal attention to detail when checking in or sharing helpful recommendations to explore the destination like a local that demonstrates how our partners show up and shine for travelers in a multitude of ways each and every day. These awards are our way of thanking them for their dedication to making everyone feel welcome and to going out of their way to create incredible experiences for our customers. Whether it’s a friendly greeting from a taxi driver at the airport, sharing some local driving tips at the car rental counter or a thoughtful note waiting in the room, our passionate partners help make every trip more special.”

2023’s Most Welcoming Places on Earth

This year’s Most Welcoming Places on Earth span five continents and feature hidden coastal gems, rural destinations surrounded by breathtaking natural beauty and even a bustling Latin American metropolis. They have all been identified based on the share of accommodation partners receiving a Traveller Review Award 2023* and provide even the most seasoned traveler with bucket list inspiration for their future trips.

2023’s Most Welcoming Cities on Earth

1. Polignano a Mare, Italy
2. Hualien City, Taiwan
3. San Sebastián, Spain
4. Dresden, Germany
5. Klaipeda, Lithuania
6. York, UK
7. Ushuaia, Argentina
8. Porto De Galinhas, Brazil
9. Mexico City, Mexico
10. Gold Coast, Australia

For more about exploring and experiencing all these welcoming cities have to offer, check out this destination guide.

2023’s Most Welcoming Regions On Earth*

1. La Rioja, Spain
2. Epirus, Greece
3. Oberosterreich, Austria
4. County Down, UK
5. Mures, Romania
6. Marlborough, New Zealand
7. Ninh Binh, Vietnam
8. Limon, Costa Rica
9. Newfoundland & Labrador, Canada
10. North Dakota, US

Note to Editors:

To be recognized with an award, accommodation partners had to have an average review score of 8.0 (out of 10) or higher based on at least 3 reviews, as of 11:59pm (CET) on November 30, 2022. Car rental partners had to have an average review score of 8.5 (out of 10) or higher based on at least 20 reviews, as of 11:59pm (CET) on November 30, 2022. To be recognized with an award, taxi providers had to have an average review score of 4.5 (out of 5) or higher and completed 5,000 rides as of 11:59pm (CET) on November 30, 2022. 

Only customers that have actually stayed at an accommodation, rented a car or rode in a taxi can leave a review of their experience on Booking.com. As these reviews are never edited or adjusted in any way, travelers can reference them for an authentic account of what the real traveler experience is like at every place to stay or with every ground transport provider on Booking.com. 

*Destinations were sorted by the total share of Traveller Review Award 2023 recipients when compared to the total amount of eligible properties in that city or region (accommodation only). Destinations also had to have an above-average amount of winners to be included on this list (500 award recipients or higher for cities and 500 recipients or higher for regions) and were curated for geographic spread. 

To understand how travel will be reimagined in 2023, Booking.com commissioned extensive research with more than 24,000 travelers across 32 countries and territories,¹ combining it with its insights as a leading digital travel platform to reveal seven emerging travel predictions. 

At a time of general upheaval, where war, increased societal polarization, rising inflation and urgent concerns about climate change are all continuing to radically change the world, people are finding themselves in a multi-directional tug-of-war, working to reconcile what is important to them with the demands of everyday life. The 2023 travel predictions reflect this sentiment, revealing that the needs of travelers are moving in a lot of different directions to adapt to changing times.

Preppers in Paradise 

Camouflaged cabins, campfire cuisine and compasses; going off-grid will never be more sought after than in 2023. A chaotic few years with natural disasters, political unrest and a global pandemic has seen some lose confidence in the world and the frivolous must-have comforts of our modern lives. Almost half (44%) of global travelers want their traveling experiences to have a more back-to-basics feel, and are looking for ‘off-grid’ style vacations to escape from reality (55%), and switch off and experience life with only the bare necessities (44%). Travelers are also keen to use travel in 2023 as an opportunity to learn survival skills (58%) including how to source clean water (53%), light a fire from scratch (42%), forage for food in the wild (39%) and even prep for an apocalypse (39%). 

Expect to see more eco-friendly, earthly stays springing up to accommodate burnt-out city dwellers searching for simplicity, as well as accommodations offering guidance for guests on how to be more self-sufficient, e.g. sourcing and preparing their own meals during their stay. An increase in wilderness survival schools where travelers will learn essential skills needed to live through a cataclysmic event are also predicted to pop up around the world. 

‘Off-grid’ in 2023 won’t necessarily mean roughing it though. There is a common perception that this means giving up luxuries (56%), however there is a strong desire to combine the two with 48% only considering traveling ‘off-grid’ if it can be at a more indulgent stay. 

And how unplugged is off-grid really for the traveler of 2023? Over half (53%) will have a non-negotiable requirement: phone and internet connection at their destination is essential – so expect this cohort to be weathering the wilderness with 5G. 

Virtual Voyagers 

It used to be space travel that was ambitious and ‘outer worldly’. But now that’s happened, what and where next? With nearly half (43%) of global travelers reporting that they will be turning to virtual reality next year to inspire their vacation choices, travel will enter the ever-evolving 3D virtual space of the Metaverse in earnest in 2023. With over a third (35%) of travelers keen to embark on a multi-day VR travel experience, the Metaverse will be more than ‘try before you buy’; it will educate, entertain and inspire people, opening the door for infinite adventure. Travelers will no longer be limited by physics, and can experiment with different travel experiences in a year when Metaverse worlds will begin replicating and reimaging destinations. Moving beyond 2023, haptic feedback, the use of touch to communicate with users, will make virtual travel a truly immersive experience, delivering a credible sense of 3D touch, such as the feel of soft grains of sand and the warmth of the sun. 

Travelers will become bolder in their real-life trip choices, after being able to visit them in the Metaverse first via their online avatars – especially handy for those who might feel anxious about trying somewhere new, with 46% more likely to travel to destinations that they wouldn’t have previously considered after virtually experiencing them.   

While the Metaverse will offer a new way to experience travel in the year ahead, it still won’t stop people from booking a ticket to their next destination, as three in five (60%) believe that a virtual experience is not fulfilling enough to check it off the bucket list. 

Delight in the Discomfort Zone

Whether it’s bottled up energy, pent-up frustration or a new lease on life, the world is ready to dive into other cultures and new experiences head first. Half (50%) of global travelers want to experience complete culture shock in 2023 – be it traveling somewhere with completely different cultural experiences and languages (51%) or exploring lesser-known cities with hidden gems that aren’t already on the radar (30%).

Forget the usual favorites, in 2023 travelers will be seeking unique vacations that shock, surprise and delight. With nearly three quarters (73%) looking forward to experiencing ‘out of comfort zone’ travel that pushes them to the limits, there will be an influx of niche experiences encouraging people to push their travel escapades to the extreme. Nearly half (47%) are on the hunt for the world’s most exotic delicacy such as the hottest chilli pepper, while 38% want to use their vacation for extra-terrestrial exploration on UFO or alien spotting tours. 

Unsurprisingly, this ‘culture shook’ traveler is also partial to throwing caution to the wind, with three in ten (28%) wanting to buy a one way ticket in 2023 and follow their instinct wherever it takes them. 

Glamorizing the Good ol’ Days 

Amid global instability and the desire for escapism, people intend to carve out travel experiences that harken back to simpler times, with nostalgic getaways (88%) that provide the thrill of reliving the glory days top of the wishlist in 2023. There’s a desire – even for millennials and Gen-Zs who never lived it – to disappear into the romanticism of a pre-digital era, with nearly a quarter (23%) of travelers chasing experiences that evoke (faux) emotive memories of days gone past, such as visiting landmarks or attractions featured in iconic retro films or opting for a bus as a primary mode of transport to live the group spirit of school trips. Travelers are no longer forfeiting play in favor of rest and relaxation, increasingly seeking the adrenaline rush of theme parks (61%), and drawing on the imagination with activities such as escape rooms, scavenger hunts and building fortresses with giant building blocks.  

With millennials now the parents of young kids, there will be an increase in destinations previously popular in the 80s and 90s such as Budva in Montenegro, a glam alternative to St Tropez for celebs in the 80s or Bolzano in Italy, popular for its retro Christmas markets – both destinations which feature on the list of 2023 trending destinations. Millennial travelers will be first to book emerging era-themed accommodation that transport them back to a time they hold close to their hearts, and will likely be doing so with family by their side (54%) with ‘family reunion’ multi-generational trips top of the travel agenda in 2023.  

Peace and Pleasure Pilgrimages

Travel is set to take ‘mind, body and soul’ wellness to the next level in 2023 – a fully immersive, no-holds-barred approach to attaining peace and pleasure including less conventional ways to feel bliss. Seeking to recenter the mind, meditation and mindfulness getaways are ever popular with global travelers (44%), while two in five (40%) aim to find peace at a silent retreat and more than two fifths (42%) are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy. For those seeking enhanced spiritual experiences to stir the soul, alternative substances such as cannabis or plant-based psychedelics like ayahuasca or mushrooms will become a more mainstream offering, with 36% keen to try this kind of experimental wellness experience as part of their 2023 travels. 

Increasing conversations in the public sphere around sexual wellbeing, pleasure and orientation are encouraging more people to take time away on an erotic escape (36%). Polyamorous retreats, bondage camps and resorts dedicated to helping people discreetly delve into specific fetishes and kinks are predicted to become more mainstream in 2023, providing a safe space for travelers to explore their sexual desires away from home. 

From Daily Grind to Great Company Escape

A step change from the ‘work from anywhere’ policies that are now almost as commonplace as annual leave, employees are increasingly keen to preserve vacation time for complete escapism. A significant amount (66%) want their trips to be strictly work free in 2023, and while almost half (49%) are not interested in working while away, they would consider clocking in for a company retreat or trip.

As such, traveling for business will be back on the agenda in 2023. But unlike the business trips BC (before COVID), employees are seeking more opportunities to build team camaraderie in real life – and away from the office – reflecting a growing demand to incorporate work travel with productive play. In fact, 44% of the global workforce is looking forward to their employer planning a ‘real life’ work trip to bring people together and just over half (51%) would like to see their employer use the money saved from the shift to remote/hybrid working models spent on corporate travel or retreats. 

In response, 2023 will see a rise in destination business retreats where the focus will be on strengthening relationships and corporate recreation rather than work. Employers will gamify the retreat experience and immerse staff in a world where teamwork is the only option. Think ‘survivor’ themed trips at luxury cabins or country farmhouses complete with communal cooking and outdoor adventure activities, or crime-centric escapes where spy school, detective courses or CSI simulations double as a sight-seeing scavenger hunt. 

Businesses stand to see benefits, too – more than half (59%) of workers around the world believe exploring new places will inspire them to be more productive at work.

Saving to Splurge 

With the background of global economic uncertainty, travelers in 2023 will continue to prioritize travel but will be more mindful over how to make the most of their travel budget and what takes precedence. People will still place carefree getaways at the top of their agenda, with half (50%) of travelers saying that investing in a vacation remains a top priority for them. But being budget conscious is key, with nearly seven in ten (68%) travelers continuing to spotlight travel while seeking more bang for their buck. 

2023 will see financially-savvy itinerary curation at its finest, with people planning travel budgets more tightly by taking advantage of deals, hacks and smartly-timed travel (63%) and prioritizing value for money with discounts and loyalty programs (60%). Over half of travelers (53%) will look to save money by considering off-season destinations or longer routes on the journey, while the majority (61%) will be planning travel more in advance in the hope of securing a better deal. More than half (55%) believe the best use of their budget is to opt for one or two longer vacations instead of several short breaks.

Within this context, many travelers are also surprisingly prepared to dial up their spend – and even splurge – on the components of their trip that mean the most to them. Close to half (49%) admit that they plan to be more indulgent in their spending habits while on vacation to make up for the lack of travel during the last couple of years, while 43% plan to spend lavishly to ensure they maximize their trip and every experience is worth it.

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com comments: 

“If the last few years have taught us anything it’s that travel should not be taken for granted. This year’s travel predictions research shows the undercurrent of intentional paradoxical behaviors that will put us all more comfortably in the driving seat amid relentless instability. It also demonstrates a desire for travel to be a way to seek unapologetic moments of happiness and escapism to counteract the heavy realities of our news feeds. As such, at Booking.com our aim will continue to be to make it easier for everyone to seek their unique travel bliss in a more personalized and connected way in the year ahead and beyond.”

METHODOLOGY

Travel Predictions 2023 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total 24,179 respondents across 32 countries and territories were polled (including 1014 from Argentina, 1006 from Australia, 505 from Austria, 504 from Belgium, 1009 from Brazil, 503 from Canada, 1009 from China, 1010 from Colombia, 505 from Croatia, 505 from Denmark, 1010 from France, 1001 from Germany, 500 from Hong Kong, 1005 from India, 504 from Ireland, 504 from Israel, 1008 from Italy, 1003 from Japan, 504 from Mexico, 502 from The Netherlands, 1007 from New Zealand, 1009 from Portugal, 507 from Singapore, 1008 from South Korea, 1001 from Spain, 505 from Sweden, 508 from Switzerland, 500 from Taiwan, 504 from Thailand, 1006 from the UK, 1009 from the US and 504 from Vietnam). Respondents completed an online survey in August 2022.

The most extensive LGBTQ+ travel research from Booking.com to date shines a light on attitudes, concerns and travel preferences, as well as past stay experiences, current realities and hopes for a more inclusive travel future. Conducted amongst LGBTQ+ travelers across 25 countries around the world, the study shows that negative experiences are most common while travelers are out and about in public (31%), with LGBTQ+ travelers from India (100%), Denmark (97%) and Mexico (93%) indicating that they are experiencing this most frequently.

The reality of LGBTQ+ travel today

With the study exposing the barriers to inclusive travel that still remain for LGBTQ+ travelers, it also highlights that travel in principle and travel in practice are sometimes two different things for the community. For one in two (52%) LGBTQ+ travelers, travel does present a time to relax and mentally unwind. However, the reality is that there are a number of additional considerations extending across the entire travel experience that those outside the community may never need to think about. 

With more than half (55%) of LGBTQ+ travelers having experienced discrimination while traveling, through being subjected to stereotyping (28%) being stared at, laughed at or verbally abused by other travelers (18%) and/or locals (17%), it’s not surprising that LGBTQ+ travelers face the added complexity of navigating a trip from selecting a destination all the way through to the activities they take part in:

• 60% of LGBTQ+ travelers say that being part of the community impacts the decisions they make when planning
• 58% believe being a member of the LGBTQ+ community impacts who they choose to travel with
• 55% indicate it impacts the activities they participate in when away 

And for example, when selecting a destination:

•  64% report they have to consider their safety and wellbeing as an LGBTQ+ traveler - most strongly felt by travelers who identify as queer (75%) or gay (74%)
•  Over half (51%) of the LGBTQ+ community feel that the destinations on their 'bucket list' have been affected by being part of the community

Promising signs of progress and positivity

While there are many obstacles to inclusive travel for those who identify as LGBTQ+, there are still significant areas where travelers are having positive interactions and experiences, with 85% of LGBTQ+ travelers reporting that the majority of their travel experiences so far have been welcoming – with gay and lesbian travelers most likely to agree (90%).

It’s also refreshing that over six in 10 (62%) travelers report that being part of the LGBTQ+ community actually makes them feel more confident as a traveler, with 84% saying that they do have the confidence to explore the destinations they want to visit. Gay travelers are most confident here (87%), followed by bisexual travelers (86%).

Ahead of arriving at their chosen property, 25% indicate that they have had friendly and informative correspondence with the property, with just over a quarter (26%) also being offered guidance and information for the local area during their stay. When arriving at a destination, a first impression counts for everything and, fortunately, this has resulted in a positive experience for almost one third (31%) of LGBTQ+ travelers who say they have experienced great first impressions on arrival, such as welcome drinks or friendly staff.

Community connection is key

The research from Booking.com also reveals that the LGBTQ+ community of a destination sits at the heart of many LGBTQ+ traveler decisions, and a passion to experience all that this community has to offer is prevalent amongst the findings:

• 60% of LGBTQ+ travelers are more likely to travel to a destination that celebrates its local LGBTQ+ community and history
• Over half (56%) are more likely to choose travel that allows them to learn more about the historical aspects of the LGBTQ+ community in their chosen destination

While LGBTQ+ travelers want connection with the LGBTQ+ community to enrich their traveling experiences, they also look to brands to support and recognize the community too, with more than half of LGBTQ+ travelers (55%) more likely to seek out attractions or activities that are tailored to the LGBTQ+ community. The same number (55%) also research accommodations, brands and experiences ahead of booking to understand the role they play in supporting the LGBTQ+ community, and that research leads to the majority (64%) being more likely to book with brands that are making an effort to do so.

A more inclusive travel experience for everyone

Although there are seeds of positivity and green shoots of progress across LGBTQ+ travel, there remains a real need – and opportunity – for the industry to make the travel experience more welcoming, inclusive, and holistically positive for LGBTQ+ travelers, and ultimately for everyone. When LGBTQ+ travelers were asked about what they hope to see from travel companies, the results provide real food for thought:

• 37% would like more tailored recommendations for their preferences and interests
• 31% would like additional information shared on the LGBTQ+ status of the location, including local laws, religious sensibilities, clothing mandatories and LGBTQ+ hate crime stats
• Three in 10 (30%) would like to see filters that allow them to identify properties that offer a positive experience for LGBTQ+ travelers, with a filter being most popular amongst travelers from Brazil (40%), New Zealand, US and Vietnam (all 39%)

Booking.com recognizes the important role properties play in providing a more inclusive experience and is taking action to pave the way for everyone to Travel Proud. Launched in August 2021, Booking.com’s Proud Hospitality training program is available in English and French for its accommodation partners globally, with German and Spanish rolling out over the coming weeks. There are now also more than 10,000 Proud Certified properties across 95 countries and territories on its platform.

The goal of the 75-minute online Proud Hospitality training session (developed in partnership with HospitableMe) is to help hospitality professionals understand the challenges and barriers that the LGBTQ+ community face when traveling, providing them with practical skills and techniques that they can immediately put into practice at their property. The training is available free of charge to all Booking.com property partners globally and includes access to additional resources, such as a Travel Proud Customer Toolkit, which Proud Certified properties are encouraged to make available to all guest-facing staff, so that they can confidently answer questions and provide an even more welcoming experience to their LGBTQ+ guests.

Upon completion of this online course – and the commitment to deliver a more inclusive experience – Proud Certified partners receive a Travel Proud badge on their property page to show potential guests that they can rely on a more welcoming experience – putting LGBTQ+ travelers at ease in the knowledge that the properties they are selecting have committed to making more inclusive hospitality their standard. A selection of cities with multiple Proud Certified properties are further showcased on a designated Travel Proud page, where travelers can learn more about the initiative, as well as find and book Proud Certified properties.

“At Booking.com, we believe everyone should be able to experience the world as themselves, always,” says Arjan Dijk, CMO and Senior Vice President at Booking.com. “From taking the time to unwind to experiencing different cultures, travelers from the LGBTQ+ community ultimately want the same as everyone else when it comes to traveling and the industry needs to make welcoming experiences the norm for everyone – no matter who they love, how they identify or where they come from. As a gay traveler myself, I’ve faced barriers to travel and discrimination but have also witnessed progressive change over the years. By taking action to pave the way for a more inclusive industry, we hope to set the stage for wider change that will up the standard of travel for everyone.”

___

Research commissioned  by Booking.com and independently conducted among a sample of 5,514 LGBTQ+ travelers from Argentina (100),  Australia (300), Belgium (100), Brazil (250), Canada (402), Colombia (150), Croatia (101), Denmark (100), France (500), Germany (502), Hong Kong (100), India (201), Israel (101), Italy (300), Japan (200), Mexico (151), Netherlands (250), New Zealand (100), Spain (200), Sweden (102), Taiwan (100), Thailand (100), United Kingdom (502), United States (502), Vietnam (100). The survey was taken online and took place in April & May 2022.

In search of more sustainable stays

Awareness and visibility of more sustainable stays continues, with 39% of US travelers confirming they have seen a sustainable accommodation on an online travel site over the past year and 45% indicating that they actively look for information on the sustainability efforts of a property before they book. Even more encouraging are the 47% of Americans who say they have actually stayed in a sustainable accommodation over the past year. Of those who have experienced a more sustainable stay in the past 12 months, the reasons for selecting one vary:

• 30% said they chose it to help reduce their impact on the environment
• Almost a third (27%) wanted to have a more locally relevant experience
• 25% believe sustainable properties treat the community better

While 68% of US travelers intend to stay in a sustainable property at least once in the coming year , there is still more to do to make more sustainable stay options easier to find for everyone. Of those who didn’t stay in a sustainable accommodation over the past year, 32% said they didn’t know they existed. While this is down 5% from 2021, indicating that awareness is growing, a fifth (21%) said they still didn’t know how to find them. Almost half (48%) admit that they don’t actively look for the sustainability efforts of a property before they book, but if easily accessible, they say they will review it, which further underlines the importance of making this sustainability information transparent and understandable for a broad audience of travelers.

Alternative destinations and timing

There is consensus amongst travelers on wanting to avoid busy and over-visited destinations, with a quarter (25%) saying that they chose to travel outside of peak season and 23% choosing to go to a less popular travel destination over the last 12 months to avoid overcrowding. To that end, when thinking about future trips 33% said they’d be willing to exclusively travel outside of peak season to avoid overcrowding, and 64% revealed that they would avoid popular tourist destinations and attractions to ensure a more even dispersal of the impact and benefits of their visit. Almost a third (28%) would even be willing to choose an alternative to their preferred destination to help avoid overcrowding.

On the flip side, 41% struggle to find appealing destinations that are less crowded and 39% feel like it’s not possible to find sustainable travel options in cities or other popular tourist destinations. This indicates an opportunity for travel platforms to work with accommodation providers in these destinations to help them progress on their sustainability journeys and in turn to highlight more sustainable options, as well as to help consumers discover alternate times and places to take their trips, without sacrificing on experience.

Connection to culture and local communities

A regenerative philosophy is influencing decision-making, with 57% of US travelers saying they want to leave the places they visit better than when they arrived and almost two-thirds (60%) wanting to have experiences that are representative of the local culture. In fact, almost a fifth (19%) say they have actively familiarized themselves with the local cultural values and traditions at their travel destination in advance of their trips and one in five (20%) would be willing to pay more for travel activities to ensure they are giving back to local communities. Despite the appetite to give back and connect during their travels, 40% indicate that they don't know how or where to find activities or tours that ensure they are actually having a positive impact and giving back to the local community.

Tipping point for transportation

US travelers are mindful about how far they travel, how they get there and how they get around once they’re there. Nearly a quarter (23%) say they chose to travel to a destination closer to home to reduce their carbon footprint and 14% indicated that they researched public transport and/or options to rent a bicycle in their chosen destination. Just over one in ten (11%) also chose to travel by train instead of car for longer distances and a third (33%) say they feel ashamed to fly because of its impact on the environment. When it comes to booking transportation for their trips, 45% actively look for sustainability information. While 46% reveal that they don’t actively look for more sustainable transport options, it still has an impact on booking behavior and customer satisfaction. For example, although 24% say sustainability efforts don’t play a strong role in their transport choices, they report that it can influence their final choice. And for the 20% who say that sustainability efforts play no role in their choice of transportation, knowing that the transport option booked follows sustainability best practices still makes them feel good, opening up a wide range of opportunities to grow consideration for more sustainable options across the entire trip experience.

Continuing the journey to more sustainable travel for everyone

With more than 100,000 properties globally now being recognized for their sustainability efforts with a Travel Sustainable badge on Booking.com, the company has also further expanded the number of third-party certifications and labels that automatically qualify accommodations to receive it. In addition to those officially approved by the Global Sustainable Tourism Council (GSTC), Green Tourism and the EU Ecolabel, this now also includes Green Seal, Nordic Swan Ecolabel, Green Hospitality Ecolabel, Ibex Fairstay, Fair Trade Tourism, LEED and Edge.

Booking.com remained carbon-neutral in its operations in 2021 and transitioned to 100% renewable electricity towards the end of 2021, an important step as part of the company’s contribution to Booking Holdings’ recently released Climate Action Plan. The first of its kind for any global online travel company, its Climate Action Plan functions as a strategic framework for how Booking Holdings intends to make its operations, services and the travel industry more sustainable. In line with the definitions and measurements established by the Science Based Targets initiative (SBTi), the Climate Action Plan includes ambitious targets that aim to help the company achieve a 95% reduction in scope 1 and 2 emissions by the end of 2030, 50% reduction in scope 3 emissions by 2030, and net-zero emissions by 2040.

“With increased pressure on our natural resources and the undeniable impact our way of life is having on the  environment, we are 100% committed to leading the industry in charting a more mindful and responsible course for the future of travel,” said Glenn Fogel, CEO of Booking.com. “We have ambitious goals for what we want to achieve, but together with our partners across the industry and the passion of our innovative employees, we can continue to make it easier for everyone to experience the world in a more mindful and responsible way. We believe that travel is and should remain a powerful force for good, bringing enhanced cultural understanding, socio-economic opportunities for countless communities and the potential to help rejuvenate and protect our planet for the long term.”

For more details on Booking Holdings’ Climate Action Plan and to view and download the Company’s third annual Sustainability Report, detailing initiatives throughout 2021 to engage responsibly with the world, drive long-term societal value and promote a more sustainable travel industry, please visit: bookingholdings.com/sustainability.

2022 will be the year to make the most of unpredictability and start making up for lost vacation time in a big way, with the number of travelers who feel they need to do so having increased by 52% since last year*. Booking.com’s predictions reveal how people will be reigniting the travel spark in the upcoming year. Whether it’s as an essential part of a self-care regime or the thrill of just saying yes to whatever travel opportunities and experiences come their way, it’s all about seizing the day in 2022 and making every trip matter.

1. Vitamin Vacay

More so than daily exercise or mindful meditation, getting away on vacation will become THE form of self-care in 2022, with over three-quarters of people (79%) affirming that travel helps their mental and emotional wellbeing more than other forms of rest and relaxation. After more than a year of ever-evolving travel restrictions, the important benefits that travel has on health and wellbeing are now being acknowledged, with nearly two thirds (62%) saying they didn’t realize how important travel was to their wellbeing until it was no longer an option, and 84% saying that having a vacation planned has a positive impact on their emotional wellbeing. 

What makes travel the ideal form of wellness? For one quarter (26%), stepping outside of their comfort zone is the key to why getting away enables them to reset. Of that 26%, two thirds (66%) say that staying somewhere with different scenery from what they are used to helps them to recharge, alongside over half (56%) stating that it’s experiencing a new way of life. For some, it’s trying new cuisines (57%) or hearing a new language (35%) that helps them feel rejuvenated. After more than 18 months of Groundhog Days, a double dose of different is just what the doctor ordered, and will ensure travelers come back from their trips in 2022 feeling better than before.

2. Resetting the Out Of (Home) Office

When the pandemic hit, homes across the globe became our offices too, and the novelty of working remotely was realized. However, in 2022 we’ll see a significant rise in people wanting to take back control in a bid to firmly re-establish a healthy work-life balance as vacation time itself will be strictly work-free for three quarters of travelers (73%) in 2022, which wasn’t always the case in 2021 with home and remote work lives blurred.

Despite the flexibility to work remotely, 59% of people would rather spend less time on vacation if it meant they could completely switch off in 2022 vs. spend more time in the destination, but having to mix business and leisure. And with 50% of people claiming to have worked more hours using less vacation days during the pandemic, expect to see more people setting their well deserved out of (home) office messages in 2022.

3. All the First-Time Feels 

While many of us have forgotten where our passport is or even just how to pack, all that out-of-practice travel awkwardness will give way to a genuine sense of delight for even the most routine aspects of our trips in 2022. Remember what it was like to board a plane for the very first time? Or even just to check into a hotel? After feeling ‘stuck’ for so long, rather than rushing through the journey, travelers will be relishing every moment, from fine-tuning the playlist for the rental car to browsing the delicacies duty free has to offer, with a fifth (19%) most looking forward to the pure excitement and anticipation as the journey begins. 

The formerly mundane daydreaming out the train window as the scenery whizzes by or getting lost in a maze of winding cobblestone streets to pick up the keys for your vacation apartment will be sheer bliss for the three-quarters (75%) of people who say travel is more enjoyable when the journey feels like part of the trip itself. Each ‘first’ of our trips in 2022 will be a moment to savor, with a majority of travelers saying that simple pleasures such as feeling the sun on their skin (77%) or seeing a body of water of some kind instantly improves their mood for the better (82%). Even the uncertainty of navigating public transportation in a new city in a foreign language is something two-thirds (58%) say they’ll enjoy. After such a long period of limited options, recapturing that first-time feel and leaning in to every single moment will be a hallmark of trips in 2022. 

4. Community First 

As restrictions caused travel to slow in many parts of the world, the pandemic forced us to make the most of what was on our doorsteps. From supporting independently owned businesses to spending more time than ever at the neighborhood park, our relationship with the community around us has rekindled. In 2022, this desire to connect authentically with the local community will continue on vacation too, as we seek to be more mindful about every trip we take and ensure our impact on the places we visit and the people who live there is positive.

Well over half (58%) of people agree it’s important that their trip is beneficial to the local community at their destination and 57% would appreciate an app or website that provides recommendations on destinations where an increase in tourism would have a positive impact on the local community. Furthermore, 68%³ want the money that they spend when traveling to go back to the local community and 73%³ want to have authentic experiences that are representative of the local culture.

Inspired by the important social justice movements of our time, in 2022 travelers will do more research into how well the place they are staying supports local businesses (31%) or how their tourism spend will affect or improve local communities (29%), signifying a new desire to do right by the people who call our favorite vacay destinations home. 

5. Swipe Right on New Places and Faces

For many, the pandemic meant spending an extended and intense period with our closest friends and loved ones, but vacations in 2022 will be an opportunity to branch out and make some new connections. As two-thirds (60%) want to meet new people while away, we expect to see travelers using their vacations as an opportunity to expand their usual social circles, with 64% of global travelers looking forward to socializing while on vacation and 49% wanting to stay somewhere close to plenty of nightlife options so that they can meet new people. 

Tired of swiping through the same faces for the past year and a half, people will also be making use of their favorite dating apps while on vacay in 2022 with travel providing an exciting opportunity to find love. We predict a resurgence of holiday romances, with half (50%) hoping for one on their next trip. But the romance doesn’t have to stop when parting ways at the end of the trip thanks to video calls becoming part of our everyday lives, meaning we expect to see more than a few of these holiday romances turn into the real deal. 

6. Just Say Yes

After so long of being told “no” travelers are reclaiming a more positive way of thinking for 2022. In fact, 63% will be shirking all of the structure they’ve been contending with, preferring a vacation where they stay flexible and just go with the flow vs. having a well planned itinerary full of activities. The coming year will bring the very best of improv to travel, with us responding to each unexpected twist and turn in the trip with an emphatic “yes, and…”

To that end, nearly three-quarters (72%) agree they will say yes to any vacation opportunity if budget allows. And for the 49% that have been saving their pennies by not taking any big trips since the pandemic started, money is no object for the trips they will take in 2022. Two-thirds (61%) are more open to different types of vacation than before the pandemic and 65% won’t mind where they go on vacation as long as it’s the type of trip they want, they’re just happy to be away from home. In 2022, tech will play a key role in supporting spontaneity with increased optionality to book on the go and the flexibility to adapt plans and follow where the adventure leads. In fact, 55% are looking to the latest travel technology innovations to offer a ‘wildcard’ or surprise option of a completely new travel experience that’s suggested based on their past preferences or budget to help them seize every new potential opportunity. 

Adopting such a positive mentality will open up even more of the world to travelers than ever before, with many taking a more adventurous approach to their holiday choices, and maybe even their companions. When it comes to travel buddies, they’ll be looking for those that “just say yes” as well, with over one third (35%) of travelers are looking to travel with those who are also happy to go with the flow. 

7. Embracing the Unpredictable

Uncertainty will continue to be a constant in travel in 2022, and while we cannot change or predict every new surprise and challenge that fate has in store for us, we will embrace it. Having leaned on technology in a variety of ways to stay connected and inspired over the past year and a half, our favorite apps will continue to help us navigate the unknown on our trips, with two-thirds (62%) agreeing that technology helps alleviate the anxiety around traveling. From AI-powered instant translation services that make it easier for travelers to negotiate last-minute changes of plan directly with accommodation hosts and rental car providers who don’t speak the same language to machine learning models that automatically inform our host about a late arrival to their beach cottage due to a delayed flight, technology will continue to smooth out the unforeseen bumps in the road with increasing finesse and proactivity. Because of this, we expect to see even wider adoption of predictive technologies which can help travelers make more informed decisions, especially considering that two thirds would be interested in an innovative service that could predict which countries will be safe to travel to (69%), even months in advance, or automatically suggest destinations which are easy to travel to now based on their country’s and the destination’s current COVID-19 requirements (67%). 

No matter how accurate any machine learning predictions might be, in order for everyone to truly embrace our new unpredictable normal, the broader travel industry will continue to prioritize flexibility, as travelers rank reassurance that they won’t lose money (42%), the ability to cancel (33%) and ability reschedule free of charge (32%) as the top three most important priorities. 

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com comments: “As we look towards the year ahead, we’re seeing a lot of excitement and anticipation for people to return to travel, whether it’s domestically, abroad, the trip of a lifetime or just saying yes to whatever travel opportunity comes their way, and it’s our mission to make it easier for everyone to do just that. We will be there for travelers - offering the widest choice, great value and the easiest experience from anywhere and on any device - so people can reclaim their travel mojo and enjoy all of the unforgettable experiences this world has to offer.”

For a deeper dive into Booking.com’s travel predictions for 2022, visit https://www.booking.com/c/trends/travelpredictions2022.html 

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METHODOLOGIES

*63% vs 42% from same time last year²

¹ Travel Predictions 2022 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total 24,055 respondents across 31 countries and territories were polled (including 501 from Argentina, 1003 from Australia, 500 from Belgium, 1001 from Brazil, 500 from Canada, 1000 from China, 1007 from Colombia, 1001 from Croatia, 508 from Denmark, 1002 from France, 1000 from Germany, 1005 from Hong Kong, 1000 from India, 502 from Israel, 1003 from Italy, 1002 from Japan, 500 from Mexico, 501 from The Netherlands, 501 from New Zealand, 500 from Peru, 1000 from Russia, 1005 from Singapore, 1002 from South Korea, 1002 from Spain, 501 from Sweden, 501 from Switzerland, 504 from Taiwan, 500 from Thailand, 1000 from the UK, 1002 from the US and 501 from Vietnam). Respondents completed an online survey in August 2021.

² Future of Travel research commissioned by Booking.com and conducted among a sample of adults who have traveled for business or leisure in the past 12 months, and must be planning to travel in the next 12 months (if/once travel restrictions are lifted). In total 20,934 respondents across 28 countries and territories were polled (including from 999 USA, 496 from Canada, 497 from Mexico, 997 from Colombia, 999 from Brazil, 499 from Argentina, 995 from Australia, 499 from New Zealand, 999 from Spain, 996 from Italy, 996 from France, 999 from UK, 996 from Germany, 498 from Netherlands, 499 from Denmark, 499 from Sweden, 498 from Croatia, 1001 from Russia, 498 from Israel, 997 from India, 994 from China, 499 from Hong Kong, 497 from Thailand, 496 from Singapore, 499 from Taiwan, 997 from South Korea, 500 from Vietnam and 995 from Japan). Respondents completed an online survey in July 2020.

³ Sustainable Travel Report 2021 research commissioned by Booking.com and independently conducted among a sample of 29,349 respondents across 30 countries and territories (1,000 from USA, 1,007 from Canada, 1,000 from Mexico, 964 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 999 from Australia, 941 from New Zealand, 1,001 from Spain, 1,000 from Italy, 1,000 from France, 1,000 from UK, 1,000 from Germany, 1,003 from Netherlands, 986 from Denmark, 1,000 from Sweden, 997 from Croatia, 1,005 from Russia, 1,003 from Israel, 1,000 from India, 1,000 from China, 1,005 from Hong Kong, 968 from Thailand, 963 from Singapore, 1,000 from Taiwan, 1,005 from Vietnam, 1,000 from South Korea, 1,000 from Japan, 1,002 from South Africa and 500 from Kenya ). In order to participate in this survey, respondents had to be 18 years of age or older, had to have traveled at least once in the past 12 months and must be planning to travel in 2021, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in March 2021.

LGBTQ+ Travel Today

According to the research, 65% say they have to consider their safety and wellbeing as an LGBTQ+ traveler when picking a destination and over half (58%) believe that traveling as part of the LGBTQ+ community means that some destinations are off limits. These extra considerations for LGBTQ+ people extend across the entire planning and travel journey for more than half of those surveyed:

• 56% believe being LGBTQ+ impacts the decisions they make when planning a trip, with 51% saying that it has affected their destination bucket list.
• Over half (55%) report that being LGTBQ+ impacts who they choose to travel with. 
• 57% indicate that traveling as an LGTBQ+ person impacts how they behave with their significant other when traveling together.
• Over half (52%) believe being LGTBQ+ impacts how they present themselves during their trip (e.g. clothing, makeup choices, etc).

While these insights expose the concerns that weigh on many LGBTQ+ travelers’ minds, often before they’ve even booked a single aspect of their trip or arrived at their destination, there are also more promising signs and green shoots of progress in the industry. 87% of LGTBQ+ travelers surveyed believe that the majority of the travel experiences they’ve had so far have been welcoming.Despite the barriers and challenges that remain, this underscores an underlying optimism amongst LGBTQ+ travelers and a growing opportunity for the travel industry to do even better to create more welcoming experiences for everyone.

Spotlight on the Stay

Central to their wider travel experience, according to the research, LGBTQ+ travelers report having had a mix of welcoming and awkward encounters when it comes to the accommodation experience during their trips. In fact, more than half (53%) have had less-than-welcoming or uncomfortable experiences at a property where they were staying, including:

• One in five (20%) have had staff assume they would need separate rooms or beds when checking in as a couple.
• 20% have felt the need to change their behavior - and 16% to change their appearance - to avoid judgement or awkward interactions with accommodation staff or owners.
• 19% have experienced staff or accommodation owners at check-in incorrectly assuming their relationship to their travel companion/companions.
• 17% have experienced unwelcoming or uncomfortable experiences while dining at hotel or accommodation restaurants.
• 17% have felt uncomfortable to ask for LGTBQ+ friendly local tips or recommendations 
• Accommodation staff or owners have mistaken or incorrectly assumed pronouns or gender for 13% of travelers in correspondence ahead of arrival and for 12% of those when arriving at the desk.
• Interactions with other guests account for the most often reported source of less-than-welcoming or uncomfortable experiences, reported by nearly a quarter of those surveyed (24%).

Despite these negative experiences, it’s heartening to see that over half of LGTBQ+ travelers have felt welcomed most of the time (57%) during their stays, with those surveyed highlighting that interactions with staff throughout their stay (50%) and the check-in experience (44%) are the most important factors in creating a comfortable, welcoming stay. Other positive accommodation experiences revealed by the research include:

• One in three (36%) have experienced a great first impression on arrival such as welcome drinks and/or friendly staff.
• Nearly a third (30%) have had friendly and informative correspondence with the property ahead of arrival/check-in.
• 28% have received guidance/information to the local area during their stay, with 25% being offered this at check-in.
• 21% have been offered LGBTQ+ specific advice or guidance on the area during their stay, with almost one in five (18%) receiving this at the time of check-in.

More Welcoming Stays for Everyone

As evidenced by this research with LGBTQ+ travelers, and despite some positive signals, a substantial portion of the global population doesn’t feel like they can show up as themselves when they travel. Booking.com believes this presents the industry with a real opportunity to make the travel experience easier, more inclusive and more welcoming for LGBTQ+ travelers - and ultimately for everyone. 

To that end, today Booking.com is announcing its Proud Hospitality training program for its accommodation partners. The core of the Travel Proud initiative and the first step for an accommodation provider to become a Proud Certified property on the Booking.com platform is a 75-minute online Proud Hospitality training session that the company has developed in partnership with HospitableMe. 

Focusing on the unique challenges and barriers that the LGBTQ+ community faces when traveling, the goal of the training is to help hospitality professionals see things from a potentially different perspective and provide some practical skills and techniques that they can immediately put into practice. After completing the online course and making a commitment to deliver a more inclusive experience, Proud Certified partners will receive a Travel Proud badge on their property page to show potential guests that they can rely on a welcoming experience. Cities with multiple Proud Certified properties will also be showcased on a designated Travel Proud page, where travelers can learn more about the initiative, as well as find and book properties that are Proud Certified.

“Everything we do at Booking.com is about enabling smoother and more enjoyable travel experiences for everyone - no matter where they come from, who they love or how they identify,” said Arjan Dijk, CMO and Senior Vice President at Booking.com. “As a gay traveler myself, I share some of these same concerns, but also equal amounts of optimism for a better future. One in five LGBTQ+ travelers say they are hopeful about being able to travel without restrictions or limitations in the next five years. We firmly believe we can get there together and that everyone should be able to experience the world as themselves, always.”

The training is available free of charge to Booking.com property partners and includes access to additional resources, such as a Travel Proud Customer Toolkit, which Proud Certified properties are encouraged to make available to all guest-facing staff, so that they can confidently answer questions and support LGBTQ+ travelers more fully.

The program is now available in English and rolling out to partners in the United States, Canada, the UK, Germany, France, the Netherlands, Australia and New Zealand, with new territories and languages being added over the course of 2021 and into 2022. 

*Note to editors:

Research commissioned by Booking.com and independently conducted among a sample of 3,052 LGBTQ+ travellers from the United States (500), Canada (400), the UK (500), the Netherlands (251), Germany (501), France (500), Australia (300) and New Zealand (100). The survey was taken online and took place in June & July 2021

The research, commissioned by Booking.com, the official Accommodation and Attractions Booking Partner of UEFA EURO 2020™, showed that after over a year of restrictions due to COVID-19, nearly two thirds of European supporters (63%) would rather see their main rivals, win the upcoming tournament, than skip their next holiday. 

The majority of European football fans have already started thinking about where they might go on their next break, when COVID-19 travel restrictions are lifted, with eight in ten (83%) supporters confirming that they plan to travel for leisure in the next year, as long as it’s safe to do so.

As Europe’s top 24 footballing countries gather for this unique UEFA EURO 2020™, many European football fans (38%) listed Germany as their main rival, followed by France (30%), Spain (22%) and England (21%).

While there’s always a high level of enthusiastic banter among European football supporters, Booking.com’s research found that two thirds of European fans (67%) say they are rivals on the pitch but friends off it, while eight in ten (85%) agree that football fans from all over the world have a lot in common. What’s more, over half of European supporters (51%) say it’s possible for football fans to get along with those who support a different team.

UEFA EURO 2020™ kicks off this Friday (11 June) in Rome, and will see matches played in eleven European cities, with the final taking place at Wembley, England on Sunday 11 July. There will be fans in the stadium at every match, however due to COVID-19 related travel restrictions, the majority of the reduced capacity crowds, for the group stages at least, will be made up of domestic supporters from host nations.

Usually traveling to see their team live is a priority for many fans, but Booking.com’s research revealed that supporters’ trips abroad are about much more than just who wins on the pitch. Nearly three quarters of European supporters (71%) say that watching in stadia alongside rival fans is the best part of live football, while three in five (60%) travel to matches to enjoy the atmosphere that they get from being alongside opposition supporters. 

The majority of rival fans agree that they will miss opposition supporters from other countries this summer. Eight out of ten European fans (84%) believe that visiting fans create a special atmosphere in the country or city they visit to attend a game. 

English supporters top the list of fans whose absence will be most felt by their rivals. More than a tenth of European fans (12%) say they’ll miss supporters from England the most, followed by Germany, Spain and Italy. Over a third of European fans (40%) say the English football crowds have the best chants and they’re seen as the most fun (39%), while a quarter (24%) think they provide the best banter.

With a mission to make it easier for everyone to experience the world, Booking.com will be helping football fans find the right place to stay in tournament host cities, where travel is allowed. However, as COVID-19 has made it impossible for the majority of fans to mix in person at matches this year, Booking.com will also be connecting rival supporters virtually, on social media, allowing them to interact, share goal celebrations, match rituals and commentary throughout the tournament via #RivalsReUnited.

Though most football fans will be watching the games from the comfort of their living rooms, or on a big screen at their local pub, restrictions permitting, many are already thinking about their next overseas trip. Two fifths of European fans (38%) say that their top reason for wanting to travel abroad, when restrictions end, is to relax and rejuvenate. A third (33%) want to discover new cultures, while a quarter (25%) want to go on an adventure and escape their routine. 

France is the country most visited by European fans with nearly half of supporters (45%) having traveled there. Spain is the next most visited (43%), followed by Germany (41%) and England (37%).

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com, said: “We know sporting events like UEFA EURO 2020™ are a big reason why people travel; a thrilling 90 minutes on the pitch is combined with the opportunity to experience other countries, cultures and join in with the locals. However, due to Covid-19 restrictions, travel may not be an option for many fans this year. Our research has shown that the limitations on travel have so affected European football fans that they would rather see their biggest rival win UEFA EURO 2020™ than miss their next holiday. 

“It seems that opposing fans, whose rivalry may be rife during those all important games, are on the same side when it comes to prioritising their holidays And as our research and travel data has revealed, supporter relationships aren’t just about who wins, with football fans are much more friends than rivals. This why we are eager to encourage those fans who can’t come together physically, to connect through #RivalsReUnited and share the many memorable moments that we will undoubtedly experience over the next month.”

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METHODOLOGY

European football fan research commissioned by Booking.com and independently conducted among a sample size of 11,341 UEFA EURO 2020™ supporters aged 18 or over in 15 markets. European markets and sample size are as follows: Belgium (715), Croatia (864), Denmark (750), France (700), Germany (661), Italy (871), Netherlands (674), Russia (715), Spain (853), Sweden (694), England (684), Scotland (695), Wales (693), Turkey (866) and Portugal (906). Fieldwork was undertaken between 29^th March and 13^th April 2021. 

According to the findings, travelers’ day-to-day sustainable commitments are consistent with their intentions for future trips with 84% wanting to reduce general waste, 83% wanting to reduce their energy consumption (e.g. by turning off air conditioning and lights when they are not in a room) and 79% wanting to use more environmentally friendly modes of transport such as walking, cycling or public transport over taxis or rental cars. Respect for the local community is also high on the list as almost three quarters (73%) want to have authentic experiences that are representative of the local culture when they travel, 84% believe increasing cultural understanding and preservation of cultural heritage is crucial and 76% want to ensure the economic impact of the industry is spread equally in all levels of society. Furthermore, 69% will go as far as avoiding popular destinations and attractions to ensure they aren’t contributing to overcrowding challenges and helping do their part to disperse the positive benefits of travel to less frequently visited destinations and communities.

Breaking down sustainable travel barriers

Fortunately, it’s not just good intentions. Many of these sustainable pledges are coming to fruition, with travelers revealing that while on vacation in the past 12 months, 45% made a conscious decision to turn off their air conditioning/heater in their accommodation when they weren’t there, 43% took their own reusable water bottle, rather than buying bottled water while on vacation and 33% did activities to support the local community. In fact, over half (53%) have admitted that they get annoyed if somewhere they are staying stops them from being sustainable, for example by not offering recycling facilities. The positive signs are indeed there, but there is still lots of room for improvement with more than half of travelers not yet thinking about the local community during their trips or taking these small steps to minimise their impact.

While 81% of travelers say they want to stay in a sustainable accommodation in the upcoming year - which is a notable increase from 62% in 2016, when Booking.com first conducted its sustainable travel research and up 7% from 74% in 2020, just prior to the pandemic - barriers still remain. In fact, when looking just at the 40% of global travelers that said they have not stayed in a sustainable property in the past year, 36%  said they didn’t even know that they existed, 32% said they couldn’t find any options where they were traveling and 31%  said that they didn’t know how to find them. In fact, 49% of travelers still believe that in 2021, there simply aren’t enough sustainable travel options available.

In terms of awareness and intentions, travelers and properties do appear to be on the same page, with new research revealing that 82%** of Booking.com's accommodation partners surveyed view sustainability in the hospitality industry as being important. This mirrors the 83%  of travelers who also believe sustainable travel is an important issue. However, although 3 out of 4** accommodation partners say they have implemented sustainable steps at their property, only one-third (31%**) actively communicate about their efforts proactively to potential guests, with this mostly happening at the time of check-in (59%**), indicating that significant challenges remain to making sustainability information easy to access for travelers at earlier stages of the booking process.

Closing the gap, step by step

As part of Booking.com’s mission to make it easier for everyone to experience the world and as a leader in travel, the company believes they have an important responsibility to make sustainable choices easier, both for accommodation providers and travelers. That’s why the company is currently rolling out a program for properties that will support them in taking the next steps to become more sustainable, no matter where they might be on that journey. This includes sharing guidance, insights and best practices with properties via various educational opportunities, including handbooks and dedicated content, all available via the Booking.com Partner Hub.

In connection, Booking.com is currently displaying over 30 certifications officially approved by the Global Sustainable Tourism Council (GSTC), Green Tourism and the EU Ecolabel, as well as multiple hotel chain sustainability programs. The company is sourcing this information directly from the certification bodies and displaying it on the property pages of partners who hold one of these established third-party certifications. To complement this, Booking.com is also encouraging its accommodation partners to update their sustainability information, which includes 32 impactful practices across five key categories: waste, energy and greenhouse gases, water, supporting local communities and protecting nature. From this global roll-out, hundreds of thousands of properties have already started to share at least some of their sustainability information with Booking.com, which can be viewed on the ‘Sustainability initiatives’ banner on each of their property pages. While it’s still early days, this is an important first step in providing more sustainability information in a transparent way to consumers, ultimately making it easier for them to start making more sustainable travel choices.

“Over the six years we’ve been conducting this research, it’s been inspiring to see awareness of the importance of sustainable travel consistently grow, both with our customers and now with our partners, too,” said Marianne Gybels, Director of Sustainability for Booking.com. “The good intentions are there on all sides, but there is still a lot of work to be done to make sustainable travel an easy choice for everyone. The more sustainable practices we can help our partners to identify and implement, the more we can experiment with how best to highlight this information to customers and ultimately make sustainability a transparent and easily identifiable part of their travel decision-making process. A small change like eliminating single-use plastics or switching to energy-efficient LED light bulbs might seem insignificant in isolation, but multiplied by millions of travelers and properties around the world, these small steps all start to add up to a much bigger potential positive impact.”

To view the full Booking.com Sustainable Travel Report 2021, please download it via the link at the top of this page. 

Methodology

*Research commissioned by Booking.com and independently conducted among a sample of 29,349 respondents across 30 countries and territories (1,000 from USA, 1,007 from Canada, 1,000 from Mexico, 964 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 999 from Australia, 941 from New Zealand, 1,001 from Spain, 1,000 from Italy, 1,000 from France, 1,000 from UK, 1,000 from Germany, 1,003 from Netherlands, 986 from Denmark, 1,000 from Sweden, 997 from Croatia, 1,005 from Russia, 1,003 from Israel, 1,000 from India, 1,000 from China, 1,005 from Hong Kong, 968 from Thailand, 963 from Singapore, 1,000 from Taiwan, 1,005 from Vietnam, 1,000 from South Korea, 1,000 from Japan, 1,002 from South Africa and 500 from Kenya ). In order to participate in this survey, respondents had to be 18 years of age or older, had to have traveled at least once in the past 12 months and must be planning to travel in 2021, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in March 2021.

**Research conducted by Booking.com with a representative sample of 3,390 accommodation providers from Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Poland, Portugal, Russia, Spain, Thailand, the United Kingdom and the United States. The survey was taken online and took place in April 2021.

The competition is heating up as bookies reveal their odds ahead of the 22^nd May Finale – and with all the acts confirmed, speculation as to who will take home the coveted trophy is rife.

Many fans will use online favorites to place their predictions but Booking.com – the Official Travel Partner of Eurovision Song Contest 2021– has an ace up its sleeve when it comes to the leaderboard. Even though the rivalries might be as fierce as the costumes (check out Norway’s sartorial stylings), Europeans actually have a deep-seated love for their fellow Eurovision Song Contest countries thanks to travel. 

Booking.com believes that travel preferences have a genuine impact on which country we vote for. Sure, Malta’s entry Je Me Casse may be an instant hit, and Iceland’s entry has genuine charm and great jumpers - but people may instead find themselves leaning towards douze points for their favorite holiday destination, especially if they could travel there for the Eurovision Song Contest 2022. 

With this in mind, Booking.com has tapped into its unparalleled data insights to reveal how the leaderboard might look if we combined the songs we can’t stop singing (or butchering if we don’t speak the language!) with the places we keep on visiting. 

Tour-O-Vision

This leaderboard has been created by combining the bookies’ favorites for the 2021 Song Contest with average review scores given by travelers on Booking.com since May 2019, when the last Eurovision Song Contest took place.

According to this alternative leaderboard, Italy would come out on top (being fair, Zitti e buoni is a perfect piece of Euro emo), followed by Greece and Malta. If Booking.com’s formula hits the right notes, the win for Italy would be the third time the country has won.

Legend-ary Rivalries

To continue the celebration of the friendly rivalry that surrounds the Eurovision Song Contest, and to inspire fans’ travel plans when it’s safe to do so, Booking.com has partnered with Eurovision Song Contest legends Duncan James (UK contestant in 2011 with Blue) and ela. (Germany contestant in 2014) to create destination guides of their hometown, showcasing why their city should be top of travelers’ bucket lists. More will be revealed the week of the Eurovision Song Contest 2021, so stay tuned. 

“While of course we were there to win, participating at Eurovision Song Contest 2011 also signifies being part of the melting pot of cultures and performances which makes the event so unique. This partnership has been a great way to celebrate the Eurovision Song Contest and share some of the travel treasures that make London a great travel destination, and of course open a bit of friendly rivalry between me and ela. too. ” - Duncan James

“The Eurovision Song Contest connects people, places and cultures – just like traveling does. That is why I am so excited to show you Berlin and share my inspiration by being part of Booking.com's #FriendsAboveRivals campaign.” - ela. 

Unexpected love (songs)

As part of the research, Booking.com also uncovered some expected rivalries as well as some not-so-likely voting friendships. We might already anticipate based on historic voting patterns that certain countries will likely vote for their neighbors during the contest, but when it comes to travel it gets more surprising than a Buck’s Fizz velcro skirt:

• While on average Croatia awards the most points over the border to Serbia, when it comes to travel it's Italy that's scoring high with Croatian travelers
• Good neighbors are good friends when it comes to Spain and Portugal, with the former historically receiving the most votes from its pal. But those votes don’t translate into Portuguese travel plans, with rivals France, UK and Italy the top nationalities visiting
• Over the years, Italy on average received the most points from Albania, and is also in fact the top destination for Albanian travelers
• However, its high scores are unrequited, as Italy has awarded the most points to Ukraine
• Israel on average received the most points from France, and the French are also the second highest nationality booking trips to Israel
• Its rival for Israel’s points though is Russia, with Israel on average awarding them the most points
• Cyprus has never had a victory since joining the Eurovision Song Contest in 1981, but off-stage it remains a firm favorite place to visit for its rival countries UK, Russia and Israel
• Despite planning to be a one hit wonder when joining in 2015, Australia has participated in the Eurovision Song Contest five times since and, of those entries, been in the top ten four times. Offstage it’s the UK singing Australia’s praises as the top visiting nationality down under

Big five are big on travel

It’s not just a guaranteed place in the final which bonds the big five (UK, Germany, France, Italy and Spain) and current champs the Netherlands – they’re also pretty connected when it comes to travel:

• The UK might pose no threat to the leaderboard as the worst scoring of the big five in the past decade, but it's still popular with its singing rivals, with German travelers the most likely to cross the (Katrina and the) waves
• When tallying total scores, Italy is the most successful of the six not to win in the last decade. But its rich heritage wins over travelers, with Rome endorsed for its history
• Despite missing four out of the last 10 years of Eurovision Song Contest competitions, this year’s host and 2019’s winner the Netherlands rank second in terms of its total Eurovision Song Contest score over the decade when pitted against the Big Five. And off-stage the Netherlands is popular with the Big Five too, with 4 out of its top five visiting nationalities also its Eurovision Song Contest rivals (Germany, UK, France and Italy)

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com, added: “At the heart of the Eurovision Song Contest is a competition and fierce rivalry. But it's also an opportunity for the participating countries to unite and celebrate the joy of music and performance. Particularly this year, after so much separation due to travel restrictions, it’s inspiring to think of millions of fans coming together - through screens and smartphones across the world - for this celebration of unity and inclusion. 

“While onstage we are all vying for those douze points, our travel data shows that we are far more friends than rivals as we’re keen to explore and experience those very same destinations we’re up against. With a mission to make it easier for everyone to experience the world, at Booking.com we’re excited about the opportunity future travel presents to discover the amazing diversity the world has to offer, when it’s safe to do so.”

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METHODOLOGY

*Tour-O-Vision leaderboard is created by using a "Booking.com Vote"which replaces traditional Eurovision Song Contest voting with a review ranking. The Booking.com Vote leverages the volume and average rating of all verified traveller reviews left between 14 May 2019 and 21 April 2021 which is then translated into the corresponding amount of points on the Eurovision Song Contest scale. The Booking.com Vote is then combined with an odds-based prediction of point distribution using the jury vote score using the Bookmakers rankings**

 **Bookies predictions based on an aggregate of 18 bookmakers betting odds compiled by Eurovision World as of 21 April 2021 (https://eurovisionworld.com/odds/eurovision) 

With a mission to make it easier for everyone to experience the world, leading digital travel platform Booking.com reveals insights from more than 28,000 travelers across 28 countries and territories* to uncover what travelers feel most hopeful about as it becomes safe to travel again, and what support they believe the travel industry needs to get back on its feet.

Travelers’ optimism returns as vaccines fuel hope
Despite knowing that the pandemic finish line hasn’t been reached just yet, two thirds of global travelers (66%) feel more hopeful about traveling in 2021 due to the unwavering commitment of the scientific and medical communities and the roll-out of COVID-19 vaccines. The same number of global travelers (66%) state that not being able to travel extensively in 2020 has made them yearn for travel even more in 2021. 

The trust in vaccines runs deep, with over half (59%) of global travelers stating that they won’t travel internationally until they have been vaccinated, which rises to 68% among those 55+ years old, while 55% of global travelers will only travel to countries that have implemented vaccination programs. But there still is some hesitation, with two fifths (41%) remaining sceptical as to whether a vaccine will truly help make travel safer. 

Travel Wins in Post Pandemic Priorities
Despite feeling mostly optimistic, global travelers acknowledge that not being able to travel in 2020 like they used to in previous years has had a significant effect on their well-being, with 48% reporting a negative impact on their mental health and 47% having felt imprisoned in their own home due to travel restrictions.

64% say travel is more important to them now than it was before the pandemic. So much so that almost three quarters (71%) of travelers would even go so far as stating that they would rather go on a vacation in 2021 than find true love. Meanwhile 66% would prioritize traveling over success at work, preferring to go on vacation than get promoted.

Over half (53%) of travelers have used the increased time at home to plan future travel while almost half (45%) have banked more vacation days, so are excited about the potential of taking longer vacations in 2021. When dreaming about their next vacation, six in ten (61%) feel confident that they’ll be able to hit the beach by summer 2021, and 23% say a relaxing beach or spa trip will be the first type of trip when it’s safe to do so . After an exhausting year only 6% will book an active trip and just 5% say a city break is a priority.

A joint effort for a common goal
To help travelers safely rediscover the destinations they long for, there appears to be a consensus that governments, travelers and the wider travel ecosystem need to work together.

Following the impact that COVID-19 has had on the travel industry, 95% of global travelers think the industry needs to be supported to get back on its feet. Two thirds (66%) believe that government financial stimuli are now needed to help travel’s recovery and over half (56%) worry that the industry won’t survive unless it is supported with government grants. In terms of more practical regulations, 72% state that wider access to pre-travel COVID-19 testing is needed, and 70% say that governments should collaborate with travel associations and providers to set more consistent standards.

Whilst 70%** Booking.com’s accommodation partners surveyed are cautiously optimistic about the future of their business, they share travelers’ mindset that the industry needs support, as the majority of them would like to see governments do more in the future to support the travel industry during the ongoing COVID-19 crisis. Three key areas that need to be addressed, according to properties of all types and sizes, are more consistent international standards when it comes to travel advice & rules, speeding up vaccine roll-out programmes and wider access to pre-travel COVID-19 testing**.

But with 62%** of accommodation providers expecting to see an increase in interest for travel for 2021, they continue to do their part to ensure travelers feel safe, with almost 70%** having increased health & safety measures and improved cleaning processes.

Accommodation providers are not the only ones willing to roll up their sleeves, with 60% of global travelers willing to accept only being able to travel if they could prove they have been vaccinated. Meanwhile 73% would accept having to wear a face mask when traveling, with 64% going as far as supporting a ‘no mask no travel’ ban (unless exempt). Two thirds (66%) would be willing to only travel in small groups of 2-6 people.

To support the travel industry more directly, 17% of global travelers plan to use travel credits / vouchers from cancelled trips instead of requesting a refund and the same number will buy vouchers for family and friends for them to use when it’s safe to travel again. Meanwhile 31% plan to choose less frequented destinations and 27% want to book independent accommodations or accommodations in or near their hometown to support local businesses (20%).

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com comments: “Booking.com remains optimistic that at some point in the not-so-distant future, everyone may once again be able to travel and experience the world together. As we start to see a light at the end of the tunnel, we remain committed to supporting everyone on their journey to getting back to travel, as it’s safe to do so, working together with all those in the travel industry to ensure its recovery for a better, brighter future. And with our mission to make it easier for everyone to experience the world, when the time is right to discover the places, cultures and experiences we’ve all been dreaming of, we will make sure you can find them on Booking.com.”

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METHODOLOGY

*Research commissioned by Booking.com and conducted among a sample of adults who are planning to travel in the next 12 months. In total 28,042 respondents across 28 countries and territories were polled (including 1003 from Argentina, 1002 from Australia, 1000 from Brazil, 1001 from Canada, 1000 from China, 1002 from Colombia, 1001 from Croatia, 1003 from Denmark, 1002 from France, 1005 from Germany, 1004 from Hong Kong, 1000 from India, 1002 from Israel, 1000 from Italy, 1000 from Japan, 1002 from Mexico, 1000 from Netherlands, 1000 from New Zealand, 1003 from Russia, 1000 from Singapore, 1003 from South Korea, 1005 from Spain, 1001 from Sweden, 1000 from Taiwan, 1003 from Thailand, 1000 from UK, 1000 from USA and 1000 from Vietnam). Respondents completed an online survey in January 2021.

**Research commissioned by Booking.com and conducted among a sample of Booking.com accommodation partners. In total 3,491 respondents across 20 countries and territories were polled (including 86 in Australia, 85 in Austria, 177 in Brazil, 12 in China, 212 in Croatia, 395 in France, 296 in Germany, 136 in Greece, 109 in India, 69 in Indonesia, 492 in Italy, 79 in Japan, 55 in Mexico, 120 in Poland, 96 in Portugal, 197 in Russia, 353 in Spain, 65 in Thailand, 218 in UK and 241 in US). Respondents completed an online survey in February 2021.

1. Solace in Solo

The solo travel trend is likely to gather even greater momentum as people’s thirst to travel, which was stymied by the pandemic, will nudge them to take the plunge to travel on their own in 2021. Our data pre-pandemic saw only 17%* of travelers were planning a trip on their own, while 30%** now say they will be planning a solo trip in the future. With 42%** of travelers saying they want to travel more in the future to make up for travel time lost in 2020, this mentality is no doubt encouraging travelers to plan a solo trip of a lifetime, to get back out in the world!

2. Relaxury

The unexpected halt to travel plans for most travelers has meant that just being able to travel at all is a luxury, in fact, 61%** of travelers have pledged to not take travel for granted in the future. So while research shows that travelers still have a high intention to travel again, only 13% ** are now actually planning a luxury getaway (such as a villa, 5-star hotel), with the majority (51%** planning a relaxing trip to get away from it all making relaxation the real luxury of 2021.

3. Breakaway Bubbles

In 2020, most travelers have had extended time apart from friends and family. For many it appears that distance has made the heart grow fonder as 61%** of travelers plan to use future travel as an opportunity to reconnect with loved ones. In fact, while being apart, 36%** of travelers have revealed that talking to friends and family about traveling is one of their main inspirations to travel again.

4. Weekend Wonders

With many travelers feeling apprehensive that future travel plans could be disrupted again, there will be an increased demand for a quick trip as over half of travelers (53%)** want to take more shorter breaks in 2021 than they did in 2019 to minimize any disappointment. A further 28%** also revealed their preference of a weekend break for their first trip once restrictions are lifted, showing travelers’ desires to be able to escape reality, even for just a few days.

5. Food for Thought

Travelers’ desire to explore the world has not diminished but traveling abroad is still being avoided by a majority of travelers (53%**) as travel restrictions are lifted. That is why local travel is the new way of exploring the world, with culinary delights being top of the list. And with taste buds at the ready, 36%** of travelers are keen to taste and indulge in local cuisine while traveling, with 38%** wanting to eat out more often with the money saved from not traveling abroad.

To delve deeper into Booking.com’s predictions for the Future of Travel, visit https://www.booking.com/articles/category/future-of-travel.html.

Digital travel leader, Booking.com reveals that 62% of travelers believe they will be more price-conscious when it comes to searching and planning a trip following Coronavirus, while 68% expect travel companies to support their future travel plans via discounts and promotions.

Travelers from LATAM are expected to be the most price-conscious region, with 84% of Brazilians, 77% of Colombians, 76% of Mexicans and 74% of Argentinians all taking a closer look at the price point. But travelers from Asia will also be more mindful of costs moving forward with both Thai (78%) and Vietnamese (76%) travelers also planning to prioritize price. Those least likely to be price conscious were those from Denmark (34%), Netherlands (37%) and Germany (38%).

As finances top the priorities list, travelers will shift their choice of destination too, with many once sought-after destinations falling off the ‘bucket list’. Two in five (40%) travelers say they will opt for a discounted trip to a place they wouldn’t have otherwise chosen, rather than paying more for a dream destination. This money-saving sacrifice appeals most to Thai (58%), Indian (57%) and Vietnamese (55%) travelers.

We’ll also see value placed on immediacy with over half of global travelers (53%) favoring a trip they could afford in the short-term rather than saving for a dream trip with more uncertainty. This short term price priority appeals most to travelers from Thailand (72%), Vietnam (68%) and Brazil (63%).

But traveler demand for value will run deeper than simply the price tag. Nervousness around the prospect of having to cancel a trip means flexibility will be key with three-quarters (74%) of global travellers saying travel platforms need to add value by increasing transparency about cancellation policies, refund processes, and trip insurance options.

As 2021 rolls closer and closer, the way travelers plan to experience the world is going to continue to evolve. No matter the evolution though, one thing is for sure: travelers will be prioritizing value more than ever.

To delve deeper into Booking.com’s predictions for the Future of Travel, including how vital travelers find value in the future, visit https://www.booking.com/articles/category/future-of-travel.html.

This safety-first attitude is even more apparent in regions that have experienced strict lockdown measures in a bid to tackle the spread of coronavirus, including travelers from India (71%), China (67%) and South Korea (65%) who will be far more likely to avoid certain destinations. Likewise, travelers living in countries with less strict travel restrictions have shown less concern in avoiding certain countries, including travelers from the Netherlands (32%), Sweden (47%) and Germany (49%).

Nonetheless, travelers are willing to play their part with 67% happy to travel to destinations where health spot checks on arrival are standard and 62%  where it’s mandatory to wear a face mask in public.

Unsurprisingly, travelers will look to the travel industry for reassurance with 68% expecting travel providers to clearly outline the safety precautions they’re taking and 43% agreeing that a clear display of cleaning and hygiene policies is now a must have.

In response to a rise in demand from travelers wanting greater awareness of a property’s health and safety features, Booking.com now ensures properties’ safety measures (such as hygiene, sanitisation, physical distancing) are clearly visible on the property page, so travelers can have a peace of mind when booking their next trip. With over 17 million listings on Booking.com now having implemented health and safety measures, the platform is making it easier for everyone to experience the world, in the way that fits their needs.

To delve deeper into Booking.com’s predictions for the Future of Travel, including how Safety Cleans Up, visit  https://www.booking.com/articles/category/future-of-travel.html.

Digital travel leader Booking.com has combined research from more than 20,000 travelers across 28 countries and territories* with insights from proprietary search and endorsement data as well as over 20 years’ of travel expertise to reveal nine predictions for the future of travel - in the coming year and beyond. With over half (53%) of global travelers responding that they won’t be comfortable traveling until a Coronavirus vaccine or treatment is in place, it may be a long time before we experience the world as freely as we did previously, but the industry will continue to adapt at pace, satiating our appetite to travel whenever it’s safe to do so.

1. WANDERMUST

Amidst new waves of travel hiatuses, restrictions and continued uncertainty, our innate human desire to travel has not been dampened. During recent lockdowns two-thirds (65%) of travelers reported being excited about traveling again, while 61% indicated they are more appreciative of travel and will likewise not take it for granted in the future. Travelers also report that they plan to take a similar number of trips both domestically and internationally in the 12 months after travel restrictions are lifted in their country, as they did in the year pre-pandemic (March 2019 - March 2020). 

Our time at home has made us crave the world outside more than ever with over half (53%) of respondents asserting a heightened desire to see even more of the world, and 42% wanting to travel more in the future to make up for time lost in 2020 (rising to 51% for Gen Z and 49% of Millennials). What’s more, over a third (38%) intend to plan a trip to make up for a celebration missed due to Coronavirus (such as a milestone birthday or wedding), while two fifths (40%) intend to rebook a trip they had to cancel. With this, we can expect travel companies to get creative in 2021 with new itineraries and recommendations designed to capture the imaginations of travelers who missed out on trips in 2020 and who will be looking for somewhere stunning to explore to make their next trip more meaningful. 

2. VITAL VALUE

The financial legacy of Coronavirus will inevitably see people demand more bang for their buck in the future. 62% of travelers will be more price conscious when it comes to searching and planning a trip in the future and 55% are more likely to hunt down promotions and savings, behaviors that we predict will last years. 

But the value consumers expect will go beyond price tags with three-quarters (74%) stating they want travel booking platforms to increase their transparency about cancellation policies, refund processes and trip insurance options. Furthermore, 46% consider refundable accommodation a must-have for their next trip, as do almost half (36%) when it comes to the flexibility to change dates without being charged. 

And while travelers are keen to support the industry in its recovery (70%) and want their future bookings to help rebuild communities around the world (67%), they will expect a lot more from the travel industry in return. The industry will need to come together to respond inventively to offer deeper value, better choice, increased flexibility and transparency as well as more thoughtful experiences for tomorrow’s travelers as they scrutinize spend in 2021 and beyond.

3. FAMILIARISTS NOT TOURISTS

In a new Coronavirus world, local travel has risen to the fore as it remains easier, safer and happily often more sustainable. Looking ahead, staying closer to home and becoming familiarists rather than tourists will continue to be at the forefront of travel agendas. 47% of people still plan to travel within their own country in the medium term (7-12 months’ time), with 38% planning to do so in the longer term (in over a year’s time). When it comes to local travel, 43% plan to explore a new destination within their home region/country and 46% will take the time to appreciate the natural beauty of their home country, while - locally or not, half (50%) intend to travel somewhere they’ve already been previously for its familiarity.

Doorstep delights offer both cost and time savings to which destinations and accommodations will respond by offering more historic and cultural heritage tours to educate and entertain visitors, as well as vying for tourists’ affections through original offerings such as guest chefs and bespoke cocktails. With use of Booking.com’s ‘pet-friendly’ filter more than doubling since the start of travel restrictions**, new and furrier breeds of travelers will also increasingly need catering for as we look ahead. All this in turn will fuel a Renaissance of road trips to explore forgotten local gems, a renewed passion to support local business and communities as they seek to rebuild, and inspire a newfound sense of pride in the history and beauty that’s just around the corner. 

Travelers will not write off the love of long-haul getaways, though. Appreciation for familiarity will sit alongside enduring love and anticipation of longer-haul travel as almost a quarter (21%) of people intend to travel to the other side of the world by the end of 2021, compared to only 6% by the end of 2020. 

4. SEARCH ESCAPISM

Our appetite to consume travel content, get creative with our travel plans and share our travel dreams with each other will continue to grow exponentially over the coming year. Seeking comfort and distraction during weeks in lock-down, the overwhelming majority (95%) of travelers spent time looking for vacation inspiration, with over a third (38%) looking at potential travel destinations as often as once a week. As restrictions continue to ebb and flow, we can expect destinations and accommodations to come up with even more inventive ways to capitalize on travelers' heightened desire to escape reality and connect them with the experiences that await – from accommodations revamping their social media presence by leveraging content created by influencers who visited pre lockdown, to local tourist boards creating inspiring Computer Generated Imagery (CGI) content to visually showcase the best these places have to offer. 

Yet, social media is not the only source of inspiration for global travelers when day-dreaming about their next trip, with 36% also opting to have a good old-fashioned chat with friends and family to spark their travel creativity. In addition, one third (32%) of people feel nostalgic looking through old photographs from previous vacations to help them decide on a future trip, recognizing that analog inspiration will also have a recognizable resurgence on our social media feeds. While we will see heightened mindfulness about how, where and when we share our traveling experiences in a more restricted and evolving environment, the benefits we derive from exchanging stories, when it’s been safe to travel, will fuel new trends in sharing and connecting. Think fab new takes on vintage vacay pics and seamless, innovative ways for travelers to share tips for their entire trips with interactive, shareable itineraries for their friends and families. 

5. SAFETY CLEANS UP 

Global travelers (79%) will take more precautions due to Coronavirus and will look to the travel industry to help them gear up for this new normal. Governments, travel associations and providers will have to work cohesively to set consistent standards to help keep travelers safe, and with expectations heightened, some destinations and businesses will need to work harder to regain travelers’ trust. 59% of travelers will avoid certain destinations (rising to 67% of Baby Boomers), and 70% expect tourist attractions to adapt to allow for social distancing. At the same time, 70% will only book a particular accommodation if it’s clear what health and hygiene policies it has in place, with three quarters (75%) favoring accommodations that have antibacterial and sanitizing products. 

Short-term there will also be a change in transport preference and provisions, with almost half (46%) opting to avoid public transport for fear of contracting Coronavirus. This will cause a longer-term shift in how people will travel to and around their vacation destinations, with more people choosing to rent or drive their own car. The ‘new normal’ will also see travelers prioritize and adhere to increased health and safety measures, with many becoming second nature sooner than we think. Just as we have become accustomed to traveling without liquids in our carry on luggage and removing shoes to go through airport security, two-thirds (67%) will accept traveling to destinations that have health spot checks on arrival and 62% will accept wearing a mask in public. Quarantine measures will remain less popular with far fewer (27%) travelers willing to accept these in order to travel to a particular destination.

6. IMPACT AWAKENING

With over half (53%) of global travelers wanting to travel more sustainably in the future, we expect to see a more eco-conscious mindset in 2021 and beyond, as Coronavirus has amped people’s awareness about their impact on the environment and local communities. More than two-thirds (69%) expect the travel industry to offer more sustainable travel options and travelers will consequently visit alternative destinations in a bid to avoid traveling during peak season (51%) and overcrowding (48%). This desire also means that 63% will stay away from crowded tourist attractions, indicating that destinations will need to adapt new, smart crowd management measures to appease travelers visiting their country.  

Additionally, the impact of Coronavirus has inspired more than half (53%) of travelers to consider reducing waste and/or recycling their plastic when traveling once all travel restrictions are lifted, showing that people are not just committed to protecting themselves, but also the places they visit. 

Travelers believe that the industry must adapt to this sustainable mindset for the long-term by offering more attractive off-season travel packages (46%) and proposing alternative destinations to prevent overcrowding (36%). There are also strong signals for travel operators to be more transparent about how travelers’ money is being used to rebuild a community, paving the way for more regenerative tourism. Two-thirds (67%) of respondents indicate that they want their travel choices to also support the destination’s recovery efforts, and more than half (55%) want to see how their money is going back into the local community.

7. BYE BYE 9 TO 5 

Working remotely has irreversibly entered the mainstream during the pandemic with the knock-on effect that people will look to take longer trips in the future that more effectively combine work and pleasure than ever before. No longer confined to five days a week in an office and desperate for a change of scene from Working From Home (WFH), we’ll see a significant rise in the “Workcation”, with travelers looking to extend their vacation experience in new locales by staying an extra week or two to work remotely - or conversely factoring holiday around a stint of remote working. Expect laptops to become even more of a mainstay in luggage than ever before, and an attractive spot on which to rest them a must-have when choosing where to stay.

Over a third (37%) of travelers have already considered booking somewhere to stay in order to work from a different destination, while 40% would be willing to quarantine if they could work remotely. Travel platforms and places to stay will prioritise showcasing home office facilities and Wi-Fi speed in an attempt to attract this new wave of digital nomads. Likewise, the world of corporate travel will see increasing demand for privacy, cleanliness and longer stays among those traveling for business, requiring alternative accommodations to seriously up their ‘work-friendly’ game. While companies will undoubtedly reassess their approach to business travel in the future, workers will continue to maximise the trips they do take, with over half of travelers (52%) saying they would take the opportunity to extend any business trips to also enjoy leisure time at the destination. 

8. SIMPLE PLEASURES

As we learn to live with the consequences of the pandemic in 2021 and beyond, travelers will be keen to embrace a new and stripped-back way of experiencing the world. So much time spent in our own homes with our loved ones has given birth to adjusted travel priorities and a desire to enjoy more of our natural resources. Use of simple pleasure-related endorsements such as hiking (94%), clean air (50%), nature (44%) and relaxation (33%) on Booking.com have increased since the start of the pandemic***, while research shows that over two thirds of travelers (69%) will look to appreciate more simple experiences such as spending time outdoors or with the family while on vacation. Over half (56%) will seek out more rural, off-the-beaten-track experiences to immerse themselves into the outdoors.

Considering the renewed emphasis on privacy, sufficient space and personal control over cleanliness and hygiene, it is not surprising that we will see travelers look for accommodation ‘closer to home’ with 42% preferring to stay in a vacation home or apartment rather than in a hotel, contrasting 2019 when 64% of travelers favored staying in a hotel****. Almost half (46%) will opt to eat in more as opposed to eating out at restaurants, so a well-equipped kitchen will be essential for any vacation rental in the future. Relaxing trips will also be high on the travel agenda in the ‘new normal’, with more than half (51%) saying it was their preferred type of trip followed by beach breaks (40%) and city trips (29%).

9. SPONTECHNAITY

Tech innovation will play a crucial role in rebuilding traveler confidence and we will see the accelerated use of tech to adapt to a new type of traveler. Tech will help us regain the spontaneity, confidence and ease of times past, while at the same time help people travel safely and responsibly. Already, 64% of travelers agree that technology will be important in controlling health risks when traveling and 63% say that accommodations will need to use the latest technologies to make travelers feel safe. More than half (53%) will want tech options to make last-minute restaurant reservations and almost a quarter (21%) will want more self-service machines instead of ticket desks. More than half (55%) are also excited about tech’s potential to further personalize their travel experiences in the future. This reliance on technology will only continue to grow as tech proves its worth and becomes more and more ingrained into our travel experiences.

The innovations we’ll see next will bring even more change, with enhanced online experiences influencing future travel behavior and planning. Over a third (36%) would feel more comfortable about going to an unknown destination if they could scout it out beforehand by using virtual reality (VR). That being said, the real thing reigns supreme with only 30% expecting to participate in more virtual/online experiences run by tourist attractions, local tours and workshops, proving that while we trust technology implicitly to bring us more convenience, personalization and peace of mind, its prime role will reside in being a conduit for, rather than a replacement (yet), for seeing, feeling and tasting it for yourself.

Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com comments: “2020 has been a year like no other and while it will be some time before travel returns to pre-pandemic levels, all signs point to the fundamental and enduring role that travel plays in all our lives. It continues to bring moments of joy and inspiration to people across the globe during times of uncertainty, whether through dreaming and planning, or cherishing the trips we have been able to take. Enhancing our understanding of one another and our common desire to explore beyond the horizon, I believe that travel has a unique potential to come back stronger than ever in the years ahead as a primary driver of growth, equality and prosperity for people everywhere. In the meantime, with our mission to make it easier for everyone to experience the world, we will be there for our customers offering the widest choice, great value and the easiest experience from anywhere and on any device so travelers can enjoy all of the unforgettable experiences this world has to offer.”

For a deeper dive into Booking.com trends for the future of travel, visit: https://www.booking.com/articles/category/future-of-travel.html. 

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METHODOLOGY / NOTES TO EDITORS

*Research commissioned by Booking.com and conducted among a sample of adults who have traveled for business or leisure in the past 12 months, and must be planning to travel in the next 12 months (if/once travel restrictions are lifted). In total 20,934 respondents across 28 countries and territories were polled (including from 999 USA, 496 from Canada, 497 from Mexico, 997 from Colombia, 999 from Brazil, 499 from Argentina, 995 from Australia, 499 from New Zealand, 999 from Spain, 996 from Italy, 996 from France, 999 from UK, 996 from Germany, 498 from Netherlands, 499 from Denmark, 499 from Sweden, 498 from Croatia, 1001 from Russia, 498 from Israel, 997 from India, 994 from China, 499 from Hong Kong, 497 from Thailand, 496 from Singapore, 499 from Taiwan, 997 from South Korea, 500 from Vietnam and 995 from Japan). Respondents completed an online survey in July 2020.

**Based on the share of filter users who used the “pet friendly” filter, comparing the average use of the filter across 2019.

***Based on endorsements left on Booking.com as part of post-stay reviews. Insight based on endorsements that saw the biggest increase in monthly usage between 1st April 2020 and 11th September 2020, compared to the average monthly endorsements between January 2019 and February 2020.

****Research commissioned by Booking.com and independently conducted among a sample of 50,688 respondents across 29 markets. In order to participate in this survey, respondents had to be 18 years of age or older, had to have travelled at least once in the past 12 months and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in November 2019.

Delving into this summer’s travel patterns, Booking.com calculated that the average distance Americans traveled (June - August) is down 51%₍₁₎ compared with the same time last year. When looking back at the summer of 2019 American travelers journeyed on average 1042 miles per booking₍₁₎. This summer, that distance has dropped to just 513 miles per booking₍₁₎, just slightly less than the distance from New York, NY to Pittsburgh, PA!₍₂₎

Happiness isn't measured in miles

A whopping majority (91%)₍₃₎ of the total distance travelled by Americans between June 1 and August 31, 2020 was within the United States, compared to only 43% during the same period of 2019. Drivable seaside towns and rustic nature escapes have topped the list of trending destinations booked by traveling Americans, as many have taken the opportunity to travel to reconnect family and friends that were apart due to travel restrictions and social distancing measures.

Destinations rediscovered - From Hiking Moab to Sunbathing at Virginia Beach

Many Americans have rediscovered the mountains of the west with traditional East Coast seaside destinations seeing a relative increase in interest from travelers. The domestic destinations that are the summer of 2020’s stand-out stars are West Yellowstone, Wildwood NJ, Lake George, Ocean City, Wilmington NC, Gulf Shores AL₍₅₎.