Travel: European Travel Trends for 2025: New Longer Stays, Increased Spending, and a Shift Toward Alternative Destinations in Poland, the UK, Italy, Spain, and Beyond
- InsightTrendsWorld
- 3 hours ago
- 8 min read
Why it is the topic trending:
Evolving Travel Preferences:Â The article discusses new research revealing shifts in how Europeans are planning their travel for spring and summer 2025.
Longer Stays and Increased Spending:Â A significant trend is the desire for longer vacations and a willingness to spend more on travel.
Shift to Alternative Destinations:Â Interest in traditional tourist hotspots is waning, with a growing appetite for exploring less common locations.
Impact of Climate Consciousness:Â The article highlights the increasing influence of climate awareness on travel decisions.
Emergence of Event-Based Travel:Â Europeans are increasingly planning trips around specific events and experiences.
Overview:
The article presents findings from the European Travel Commission (ETC)'s "Monitoring Sentiment for Intra-European Travel" Wave 21 report, highlighting key trends in European travel intentions for spring and summer 2025. Despite a slight overall decrease in travel intention compared to the previous year, the report indicates a growing preference for longer stays, increased travel budgets, and a notable shift towards alternative destinations in Eastern Europe and less-visited spots within countries. The research also underscores the significant impact of climate consciousness on travel choices and the rising popularity of event-based travel.
Detailed Findings:
Overall travel intention among Europeans has slightly declined by 3%.
27% of Europeans plan to take three or more trips between April and September 2025, a 6% increase from last year.
42% are planning holidays of 7–12 nights, an 11% increase compared to 2024.
30% of Europeans plan to spend between €1,501 and €2,500 per person per trip, up 7% from last year.
17% are prepared to spend more than €2,500 per trip.
Concerns over inflation and increased travel costs have decreased from 23% to 17% year-on-year.
Interest in Southern and Mediterranean Europe remains highest (41%), but has declined by 8% year-on-year.
Interest in Eastern Europe is rising, with countries like Austria, Bosnia and Herzegovina, Albania, Belgium, and Bulgaria experiencing a 1% increase in traveler interest.
35% of travelers are opting for less common locations within their chosen countries, and 13% are venturing into off-the-beaten-path spots. These travelers often stay longer and spend more.
81% of Europeans now consider the impact of climate change when planning their trips, an increase of 7% from last year.
17% are monitoring weather forecasts more closely, 15% are actively seeking milder climates, and 14% are avoiding destinations prone to extreme heat.
Many travelers are opting for sustainable transport options like trains and accommodations with a commitment to sustainability.
Event-based travel is an emerging trend, with Europeans planning vacations around music festivals, cultural celebrations, sports events, and historic anniversaries.
Key Takeaway:
European travel in 2025 is characterized by a desire for more meaningful experiences, longer durations, and a willingness to spend more, coupled with a growing trend towards exploring alternative destinations and making climate-conscious choices, indicating an evolving landscape for the European tourism industry.
Main Trend:
"The Conscious and Experiential European Traveler"
Description of the Trend:
This trend describes the emerging profile of European travelers in 2025 who are increasingly prioritizing meaningful and immersive travel experiences, demonstrating a heightened awareness of sustainability, and showing a willingness to spend more for longer stays in less traditional destinations, often driven by specific events or cultural interests.
What is Consumer Motivation:
Consumer motivation includes:
Desire for Meaningful Travel:Â Seeking deeper connections with destinations and cultures.
Valuing Longer Stays:Â Wanting more time to explore and immerse themselves.
Willingness to Invest in Travel:Â Prioritizing travel despite economic concerns.
Seeking Novel Experiences:Â Yearning for alternatives to crowded, mainstream destinations.
Concern for the Environment:Â Making travel choices that minimize their climate footprint.
Interest in Specific Events:Â Planning trips around unique cultural, sporting, or other events.
What is Driving Trend:
The trend is driven by:
Increased Awareness of Global Issues:Â Greater consciousness about climate change and the impact of tourism.
Desire for Authenticity:Â Seeking genuine cultural experiences away from mass tourism.
Flexibility in Travel:Â Possibility of longer remote work periods allowing for extended vacations.
Information Accessibility:Â Easy access to information about off-the-beaten-path destinations and sustainable travel options.
What is Motivation Beyond the Trend:
Beyond immediate travel desires, this trend might reflect:
A Search for More Authentic Connections:Â Seeking genuine interactions with local cultures and environments.
Personal Growth and Enrichment:Â Viewing travel as an opportunity for learning and self-discovery.
Description of Consumers Article is Referring To:
The article refers to European travelers planning trips for spring and summer 2025.
Age:Â Spans various age groups, with younger travelers (18-24) showing a tendency to splurge on shopping and luxury, while older travelers (55+) prioritize comfort and food.
Gender:Â Not specified as a differentiating factor.
Income: Includes individuals willing to spend more on travel (€1,501 - €2,500 or more per person per trip), indicating a prioritization of travel within their budget.
Lifestyle:Â Encompasses individuals who value travel and are increasingly considering factors like sustainability and unique experiences in their planning.
Conclusions:
European travelers in 2025 are evolving, seeking more immersive, sustainable, and personalized experiences, often opting for longer stays and exploring less traditional destinations. Climate consciousness and an interest in event-based travel are also significantly influencing their decisions.
Implications for Brands (Travel Industry):
Focus on Sustainable Offerings:Â Develop and promote eco-friendly travel options, including transport and accommodation.
Highlight Alternative Destinations:Â Showcase the unique appeal of less-visited regions and experiences.
Cater to Longer Stays:Â Create packages and itineraries that accommodate longer vacation periods.
Promote Event-Based Travel:Â Align offerings with local and international events to attract specific traveler segments.
Offer Personalized Experiences:Â Tailor travel packages to meet the desires of the modern explorer.
Implication for Society:
Could lead to a more dispersed and sustainable tourism model, benefiting lesser-known regions and reducing the strain on popular hotspots.
Implications for Consumers:
Travelers will have more opportunities to explore diverse and less crowded destinations, enjoy longer and more immersive trips, and make more environmentally conscious travel choices.
Implication for Future:
The trends of longer stays, increased spending on travel, a focus on sustainability, and the exploration of alternative destinations are likely to continue shaping the future of European and global tourism.
Consumer Trend (Name):
"Intentional and Immersive Travel"
Consumer Trend (Detailed Description):
This trend describes the shift towards a more deliberate and deeply engaging approach to travel, where individuals prioritize authentic experiences, cultural immersion, and a meaningful connection with their chosen destinations over superficial sightseeing or quick getaways.
Consumer Sub Trend (Name):
"Off-the-Beaten-Path Exploration"
Consumer Sub Trend (Detailed Description):
This sub-trend highlights the growing desire among travelers to venture beyond well-established tourist destinations and explore less common locations, seeking unique landscapes, rich cultural heritage, and a more authentic travel experience away from crowds.
Big Social Trend (Name):
"The Rise of Conscious Consumerism"
Big Social Trend (Detailed Description):
Consumers are increasingly making purchasing decisions based on ethical, social, and environmental considerations, extending beyond product quality and price to encompass a brand's values and impact on the world.
Worldwide Social Trend (Name):
"Global Shift Towards Experiential Travel"
Worldwide Social Trend (Detailed Description):
Across the globe, travelers are increasingly valuing experiences over material possessions, seeking out opportunities for personal growth, cultural exchange, and memorable moments during their travels.
Social Drive (Name):
"Seeking Authenticity, Sustainability, and Enrichment Through Travel"
Social Drive (Detailed Description):
The underlying social drive is the desire for travel to be more than just a vacation, but rather an opportunity for genuine cultural engagement, environmentally responsible exploration, and personal enrichment.
Learnings for Brands to Use in 2025:
European travelers are planning longer trips and are willing to spend more.
Interest in traditional Mediterranean destinations is slightly waning.
Alternative destinations, particularly in Eastern Europe, are gaining popularity.
Climate consciousness is a major factor influencing travel choices.
Event-based travel is a growing trend.
Strategy Recommendations for Brands to Follow in 2025:
Develop and promote longer-stay travel packages and experiences.
Highlight the unique appeal and lower costs of alternative destinations in Eastern Europe and beyond.
Emphasize sustainable travel options, including eco-friendly accommodations and transportation.
Create travel itineraries centered around specific events and cultural celebrations.
Offer more personalized and bespoke travel experiences catering to individual interests.
Final Sentence (Key Concept) Describing Main Trend:
"The Conscious and Experiential European Traveler" embodies a significant evolution in travel preferences for 2025, characterized by a desire for more meaningful, sustainable, and off-the-beaten-path experiences, signaling a new era for the European tourism industry.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
To benefit from "The Conscious and Experiential European Traveler" trend in 2025, travel providers and destinations should prioritize the development and promotion of sustainable, authentic, and longer-duration travel experiences in less traditional locations, while also highlighting unique events and catering to the increasing climate consciousness of European travelers. This can be achieved by:
Investing in Sustainable Tourism Practices:Â Implement and promote eco-friendly accommodations, transportation options (like train travel), and activities that minimize environmental impact.
Highlighting the Unique Appeal of Alternative Destinations:Â Showcase the cultural richness, unspoiled landscapes, and lower costs of destinations in Eastern Europe and other lesser-known regions through targeted marketing campaigns.
Creating Longer-Stay Itineraries and Packages:Â Develop travel options that encourage extended stays, allowing for deeper immersion in local cultures and exploration of multiple locations within a region.
Developing Event-Focused Travel Offerings:Â Create packages and promotions centered around local festivals, cultural events, sporting competitions, and historical commemorations to attract travelers seeking specific experiences.
Personalizing Travel Experiences:Â Offer customizable itineraries and bespoke travel options that cater to individual interests and preferences, recognizing the desire for more unique and tailored journeys.
Final Note:
Core Trend:Â The Conscious and Experiential European Traveler
Detailed Description:Â European travelers in 2025 want meaningful, sustainable, and unique experiences.
Core Strategy:Â Promote Sustainable, Authentic, and Longer Experiences in Alternative Destinations
Detailed Description:Â Travel providers should focus on eco-friendly options in less-visited locations, with longer stays and event tie-ins.
Core Industry Trend:Â The Growing Importance of Sustainable and Experiential Tourism
Detailed Description:Â The travel industry is shifting towards more environmentally responsible and experience-driven offerings.
Core Consumer Motivation:Â Seeking Authenticity, Sustainability, and Enrichment Through Travel
Detailed Description:Â Travelers are driven by a desire for genuine cultural engagement, environmental responsibility, and personal growth.
Final Conclusion:
The evolving preferences of European travelers in 2025 present a significant opportunity for the tourism industry to innovate and adapt. By embracing sustainability, promoting the allure of alternative destinations, and focusing on delivering enriching and event-based experiences, travel providers can cater to the growing demand for conscious and experiential travel, ensuring a more resilient and diverse future for European tourism.
Core Trend Detailed:Â The Conscious and Experiential European Traveler
Description:Â This core trend describes the evolving motivations and preferences of European travelers in 2025, who are increasingly prioritizing travel experiences that are meaningful, immersive, and aligned with their values. This includes a heightened awareness of sustainability, a desire to explore less traditional destinations, a preference for longer stays, and an interest in travel that is often centered around specific events or cultural engagements. This traveler is not solely focused on sightseeing but seeks a deeper connection with the places they visit, aiming for authentic and enriching journeys.
Key Characteristics of the Trend (summary):
Seeking Meaningful Experiences:Â Prioritizing cultural immersion and authentic interactions.
Emphasis on Sustainability:Â Considering the environmental impact of travel choices.
Preference for Alternative Destinations:Â Exploring less crowded and more unique locations.
Desire for Longer Stays:Â Opting for more extended trips to allow for deeper exploration.
Interest in Event-Based Travel:Â Planning trips around specific festivals, celebrations, or events.
Market and Cultural Signals Supporting the Trend (summary):
ETC Report Findings:Â Highlight increased interest in longer stays, higher spending, and alternative destinations.
Decline in Mediterranean Popularity:Â Indicates a shift away from traditional hotspots.
Rise in Interest in Eastern Europe:Â Shows a growing appetite for less-explored regions.
Climate Consciousness:Â 81% of Europeans consider climate change in their travel plans.
Growth of Event-Based Travel:Â Europeans are increasingly planning trips around specific events.
How the Trend Is Changing Consumer Behavior (summary):
Choosing Sustainable Options:Â Selecting eco-friendly accommodations and transportation.
Venturing Off the Beaten Path:Â Seeking out less common destinations and experiences.
Planning Extended Vacations:Â Opting for longer trips to fully immerse in a location.
Aligning Travel with Personal Values:Â Prioritizing experiences that are meaningful and responsible.
Actively Searching for Unique Events:Â Basing travel plans on specific cultural or entertainment offerings.
Implications Across the Ecosystem (summary):
For Brands (Travel Industry):Â Need to offer more sustainable and authentic travel options, highlight alternative destinations, and cater to longer stays and event-based interests.
For Retailers (Local Businesses in Alternative Destinations):Â Opportunity to attract more tourists seeking unique cultural and environmental experiences.
For Consumers:Â Access to a wider variety of travel experiences that are more aligned with their values and desires for deeper engagement with destinations.
Strategic Forecast:Â The trend of the conscious and experiential European traveler is expected to continue growing as awareness of sustainability increases and the desire for authentic and meaningful experiences persists. Travel providers and destinations that adapt to these evolving preferences will be best positioned for success in the future.
Final Thought:Â The rise of the conscious and experiential European traveler marks a significant evolution in travel, where the focus is shifting from mass tourism to more thoughtful and immersive journeys that prioritize sustainability, unique destinations, and personal enrichment.
