A recent study by Trip.com Group, titled “Momentum 2025: Travel’s Next Big Trends,” has unveiled several key shifts in how we will experience travel in the coming years. Drawing insights from over 6,000 travellers across six Asia-Pacific markets, the report highlights the growing importance of technology, personalised experiences, and immersive journeys.
Technology and Personalisation at the Forefront:
The report emphasises the increasing role of artificial intelligence in shaping travel plans. A significant 58% of travellers already leverage AI for recommendations, and Trip.com’s own tools, such as Trip.Genie, Trip.Best, and Trip.Trends, are designed to streamline itinerary planning with real-time, behaviour-based suggestions. This technological integration points towards a future where travel is more personalised than ever, catering to individual preferences and needs.
Experiential Dining and Culinary Tourism:
Food remains a powerful draw for travellers. Since early 2024, 60% of Trip.com users have engaged with food-related content. Across the Asia-Pacific region, food festivals (62%), hotel dining (60%), and street food tours (52%) are particularly popular. Notably, urban food lovers from Hong Kong and Singapore exhibit a strong preference for street food tours, while those from Japan and South Korea prioritise hotel dining. Demographic preferences also vary, with wine and beer tasting favoured by men and cookery classes by women. Millennials, meanwhile, show a keen interest in interactive food art events. Trip.com’s Trip.Gourmet platform, offering access to over 50,000 restaurants and curated food guides in 300 cities, caters to this growing demand for culinary exploration.
Media Influence and Entertainment-Driven Travel:
The influence of films and television on travel decisions is substantial, with 70% of travellers in the region planning trips inspired by on-screen content. Romantic comedies and adventure films are particularly influential, with Millennials leading this trend at 72%. In Malaysia, a notable 91% of travellers credit media for shaping their travel plans. Shows such as “Emily in Paris” and “Running Man” have had a significant impact. In South Korea, 66% of respondents cite movies and TV shows as key motivators, with shows like “Culinary Class Wars” inspiring food-focused trips. Furthermore, entertainment travel is set to surge, with concerts and sporting events becoming major travel motivators. Following the global success of Taylor Swift’s Eras Tour, 66% of travellers now plan trips around live events. Sports tourism, driven by events like the UEFA Euro in 2024, continues to grow, with football, basketball, and Formula 1 being top choices.
Cruise Tourism and Social Media Influence:
Cruise tourism is expected to experience significant growth in 2025. The report indicates that 44% of travellers value onboard dining, 38% are drawn to all-inclusive packages, and 31% prioritise live shows and entertainment. Popular cruise destinations include Tokyo, Jeju Island, and the Maldives. For Singaporean travellers, affordability (57%), scenic views (52%), and all-inclusive travel (51%) are key attractions. Additionally, social media continues to shape travel decisions, with 45% of travellers influenced by viral content on platforms like TikTok. Destinations like Tokyo and Bali benefit from this trend, as users seek “Instagrammable” locations.
Emerging Micro-Trends:
The report also highlights several emerging micro-trends, including:
- Dark Sky Stargazing: 37% of travellers are planning trips to remote areas for stargazing.
- Underwater Hotel Stays: Immersive experiences like underwater hotels are gaining popularity.
- Sustainable Travel: Travellers are increasingly prioritising eco-conscious and culturally sensitive journeys.
Trip.com Group, comprising Trip.com, Ctrip, Skyscanner, and Qunar, aims to facilitate these evolving travel trends by providing comprehensive services and technological innovations. The company’s focus on AI and sustainable solutions positions it to lead the transformation of the travel industry, creating seamless and impactful experiences for travellers worldwide
