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We've been tracking travel trends and predictions (check out the links below!) to keep you informed, so it should come as no surprise that when Skift announced its Megatrends 2025 conference in London, we were front and center!
A few hundred industry insiders gathered last week to hear predictions for the trends shaping the future of travel. Kicking off the day, Sarah Kopit, Editor-in-Chief of Skift, delivered a sharp keynote outlining the research-backed process behind these trends. Each fall, the Skift team of reporters consults with top industry players—think airlines, destination reps from Europe and the Middle East, and hospitality heavyweights—before narrowing down their final list.
With more than a dozen game-changing trends on the docket, Kopit laid out how travel is becoming more connected, more conscious, and more tailored than ever. While plenty of ground was covered, we’re zooming in on two key conversations: Sarah Doyle, Deputy Managing Director and VP, Global Brand Leader at Design Hotels, and Hannah Bennett, Head of Travel at TikTok. Both brought fresh, actionable insights.
You can find the full Skift Megatrends 2025 Report here.
The Travel Trends You Need to Know for 2025
Here’s a quick rundown of the Skift Megatrends for 2025:
Live Tourism: Forget simply checking off iconic sites—travelers are now planning trips around live experiences, from mega-concerts like Taylor Swift’s record-breaking Eras tour to sports events and natural wonders like the northern lights.
Cooler Climates: The Nordics are calling. With the world heating up, cooler destinations are in demand for their serene, active vibes.
First-Class Resurgence: Airlines are back in the luxury game, rolling out first-class cabins designed to dazzle.
Influencers as Power Brokers: TikTok, Instagram, and the influencer economy are now driving bookings with click to purchase, not just inspiration.
Quiet Luxury: The era of subtle, meaningful luxury is here—gold-plated everything is out; authenticity is in.
Luxury Rewards Reimagined: High-income travelers want tailored, hyper-personalized experiences, not just points for hotel nights.
Psychedelic Wellness: From mushroom retreats to psilocybin sound baths, psychedelics are the new frontier in wellness tourism.
Pets Will Travel: From in-flight amenities to luxe hotel perks, pet-friendly travel is booming. Currently estimated at $2 billion, expected to double to $4.6 billion in the coming years.
Government Regulations: Cities are cracking down on overtourism with tourist taxes and short-term rental limits.
The Power of Play: The Middle East is embracing entertainment and leisure tourism in a big way.
Generative AI: AI is rewriting the playbook with ultra-personalized travel planning and automation.
Ancillary Revenue Evolution: Hotels are finally getting creative, upselling like airlines to boost revenue.
Google Search Under Threat: Competition and AI innovation are loosening Google’s grip on the travel search game.
Last-Chance Destinations: “See it before it’s gone” tourism is sparking interest—and controversy.
Trump 2.0: If Trump returns to the White House, global tourism could face unpredictable ripples.
With that as the backdrop, let’s dive into what Doyle and Bennett had to say about where travel is heading.
Design Hotels: Quiet Luxury, Female Ownership, and Private Clubs
“Design Hotels are not just places to stay—they’re places to connect,” said Sarah Doyle. With more than 300 independently owned properties worldwide, Design Hotels is all about boutique charm and deep ties to local culture.
Doyle wasted no time spotlighting a growing force within the brand: female ownership. “About 25% of our owners are women, and that number is climbing,” she said. These aren’t your typical hoteliers either. Many come from industries like tech, fashion, or architecture, bringing fresh perspectives to the hospitality game. One standout? A Tbilisi property with a photography museum and Georgia’s first vertical garden—both spearheaded by a female owner passionate about her city.
And it’s not just about who’s running the show—it’s about what these hotels represent. Quiet Luxury, one of Skift’s megatrends, is baked into the DNA of Design Hotels. “We’ve always been about experience over excess,” Doyle shared. Case in point: Eremito in Umbria. A former monastery, the property ditches Wi-Fi and chatter for silent dinners and reflective moments. “It’s deeply personal, and that’s what Quiet Luxury is all about.”
And the London buzz? The upcoming launch of Sir Devonshire Square, opening this spring in East London near Spitalfields Market. Designed by Maison 191, the hotel will feature 81 boutique rooms, three restaurants, a bar, a gym, a yoga studio, and a splashy addition: The Cover, a private members’ club. “Members’ clubs are the new must-have for certain city hotels,” Doyle noted, echoing a sentiment shared at ILTM last month, “It’s about creating exclusive spaces where locals and travelers can connect.”
TikTok: Influencers, Authentic Content, and Navigating Uncertainty
“Travel inspiration has moved beyond glossy brochures or even Google search—today, it’s happening on TikTok,” said Hannah Bennett, highlighting the platform’s growing influence in the travel space.
42% of TikTok users who engage with travel content have booked a trip or made a travel-related purchase directly because of something they saw on the platform.
Bennett shared stats from TikTok’s partnership with Phocuswright: 42% of TikTok users who engage with travel content have booked a trip or made a travel-related purchase directly because of something they saw on the platform. And it’s not hard to see why. “TikTok’s immersive, sound-on, full-screen format makes it perfect for showcasing destinations,” she explained. “It’s not just inspiration—it’s action.” From awe-inspiring destination videos to content that feels relatable and real, TikTok is driving more travelers to turn ideas into bookings.
One trend where TikTok is leading the charge? Live Tourism. “Travelers are now building entire itineraries around live experiences,” Bennett noted. “From the Eras Tour to the northern lights, TikTok is where they’re discovering these moments.”
For hoteliers looking to make an impact on TikTok, Bennett emphasized the importance of working with creators to produce authentic video content. “Travelers respond far better to authentic, creator-led content than polished, overly produced sponsored videos,” she said. “Creators know how to showcase destinations in a way that feels real, engaging, and aspirational without being out of reach.”
Bennett addressed the potential TikTok ban in the U.S. (part of the live Q & A), acknowledging the uncertainty it brings. “If TikTok were to be banned, it would have significant implications, especially for travel brands that rely on it for inspiration and engagement,” she noted. “However, we know that the demand for short-form, immersive video content isn’t going anywhere. Whether it’s on TikTok or another platform, the way travelers find and connect with destinations will continue to evolve.”
She also underscored the broader influence of social media on travel decisions. “Over 80% of travelers turn to social media before booking,” she shared, adding that influencers remain at the center of this shift, helping destinations connect with audiences through authentic storytelling.
Final Thoughts: What Is Going to Stick?
Skift’s Megatrends 2025 in short: travelers want more. More customization, more meaning, and more innovation. For hoteliers, the opportunity lies in creating spaces and experiences that align with these shifting priorities, with the hope (and goal) that technology and AI will play a pivotal role in enhancing personalization.
Sarah Doyle reminded us that boutique hotels can be much more than accommodations—they can be community hubs. Meanwhile, Hannah Bennett showed how TikTok is breaking down barriers between inspiration and booking, revolutionizing how destinations connect with travelers.
The message is clear: the next wave of travelers isn’t just booking trips—they’re building connections, seeking meaning, and redefining what luxury looks like.
Which of these trends do you think have staying power?