In 2025, global travel booking sales surpassed pre-pandemic levels, reaching USD2.9 trillion and demonstrating a full industry recovery. This trend is expected to continue into the holiday season as consumer travel expenditures rise around the world. According to the Euromonitor Voice of the Consumer: Travel Survey, fielded January to February 2025, 28% of respondents who have travelled internationally for leisure selected December or January as preferred months. This highlights the holiday season as a critical window for capturing consumer attention and driving bookings.
To capitalise on this opportunity, travel industry players should adopt strategies that align with consumers’ evolving preferences and values. In 2025, safe destinations, relaxation and quality of food are the top three features for consumers travelling during the holiday season. Overall, these highlight holiday travellers’ demand for relaxation and peace of mind to enjoy time with family and friends, so stress-free or “unplugged” experiences are highly appealing. Quality of food overindexes in importance among holiday travellers (ranked third) compared with among general consumers (ranked fifth). For industry players, it is a chance to feature exclusive and seasonal dining experiences or showcase destinations with exceptional food culture.
The holiday season represents a prime opportunity for travel brands to deliver memorable moments, while aligning their strategies with travellers’ lifestyles and values. As a result, players should not only capture bookings but also build lasting loyalty well beyond the festive period.
Read our article, Top Trends Shaping the Population, for more analysis on consumer demographic shifts.
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