Retail value sales of booking are increasing in Israel, in 2025. The ongoing war has had a significant impact on tourism activity, including a reduced number of available flights. In 2024, Israelis travelled less both abroad and domestically due to the war. However, as the conflict continued and saw several periods of decreased hostilities, travel gradually resumed. Improved safety conditions and increased flight availability have encouraged more people to travel in 2025.

Booking in Ireland benefits as travel continues to be a prioritised spending area for Irish consumers, enabling retail value sales to continue to increase at a strong rate during 2025. Travelling to long haul destinations outside of Europe continued to gain popularity. Travel to the US has increased, benefitting from more direct air connections, giving it the largest number of additional trips from Ireland. Asia Pacific was the fastest-growing region, with Thailand, for example, benefiting from

In 2025, online bookings in Mexico saw explosive growth. Travellers increasingly turned to digital platforms such as websites, apps, and online travel agencies to plan and book flights, hotels, and vacation packages with unmatched convenience. The uptick in searches and bookings for Mexican urban and coastal destinations was driven in part by redirected demand from Canada amid geopolitical tensions. Leading player Booking.com, for example, blends seamless digital payments and user reviews with t

Value sales are rising for booking in South Africa in 2025, reflecting a marked shift toward premium, experience-led and purpose-driven travel. Despite inflationary pressures and uncertainty surrounding VAT adjustments, travellers continue to prioritise value and meaning in their travel decisions. This has led to robust demand for high-quality, curated experiences - particularly wellness-focused lodges, coastal retreats and luxury safari properties offering personalised service, sustainability c

Retail value sales of bookings in Singapore are projected to record double-digit growth in 2025, outpacing overall outbound spending and driving a considerable increase in share within total outbound spend. Travel agencies are observing changes in travel behaviours in Singapore, which is shifting towards more advanced planning. Many travellers book nine to 12 months ahead, and up to 18 months for cruises. This behaviour secures better rates and ensures availability. While higher-income groups, b

Bookings in Bulgaria are expected to continue rising in current value terms in 2025. However, for most local consumers, price is a key factor when planning and choosing holidays. While inflationary pressures are easing, household budgets remain constrained, prompting more travellers to opt for self-organised trips as a way to reduce costs.

Booking activity in Croatia continued to expand in 2025, supported by consumers’ growing preference for flexible and personalised travel options. While demand for travel remained strong, growth was slightly more moderate compared with the previous year, reflecting a stabilising market following a period of rapid recovery.

In 2025, Indian online travel platforms are investing heavily in advanced technology solutions to enhance customer experience and stay competitive in a rapidly digitalising travel landscape. MakeMyTrip, a leading player in the sector, has introduced a multilingual trip planning assistant that supports both voice and text inputs in English and Hindi. Designed to simplify the booking journey across flights, hotels, and holiday packages, this innovation allows users to plan even complex itineraries

Booking sales have slowed in recent years compared to the dynamism seen during the aftermath of the COVID-19 pandemic. Czechs book their holiday through a mix of online platforms and traditional travel agencies. Online booking is increasingly popular, with platforms like Booking.com or Expedia used mostly by younger demographics. Customers use online platforms to book additional services such as car rental, sightseeing tours, taxis etc.

Thailand's booking category posted robust growth in 2025 supported by higher average expenditure. Travellers are increasingly utilising online channels, particularly mobile apps offered by both major international Online Travel Agencies (OTAs) like Agoda and Booking.com, and regional players like Traveloka. This shift to digital platforms provides travellers with greater convenience, real-time price comparisons, and access to a wider range of options, encouraging more bookings. Furthermore, airl

Retail value sales of booking are showing a healthy performance in Hungary in 2025, driven by cautious optimism. After several years of turbulence spurred by the COVID-19 pandemic and broader economic instability, both domestic and international travel are on a steady rebound, with industry players anticipating moderate growth driven by shifting consumer behaviours and renewed interest in exploration. Rising passenger volumes and increasing average fares are contributing to the sector’s expandin

Bookings are expected to continue rising in current value terms in 2025. However, higher inflation and a weakening economic climate are prompting some travellers to opt for shorter breaks or more affordable destinations. At the same time, a growing number of consumers are choosing long-haul and off-season trips to exotic destinations such as Vietnam, Oman, the Dominican Republic and the Maldives. These higher-value markets are helping to sustain the revenues of booking intermediaries and offset

Retail value sales of booking in Poland rose in 2025, though growth was slightly slower than in 2024 as the market began to stabilise after two consecutive years of strong expansion. Polish consumers continued to demonstrate a willingness to invest in leisure travel, viewing holidays as a key component of wellbeing and lifestyle.

Retail value sales of bookings recorded strong double-digit growth in Romania in 2025. This growth was primarily driven by early booking trends, which gained momentum starting in November 2024 during the autumn edition of the Romanian Tourism Fair, and continued into February 2025 with the spring edition of the fair, held in Bucharest. These events featured special offers from major travel agencies, with discounts reaching up to 75%, significantly boosting early reservations.

Retail value sales of booking are set to rise strongly in current terms in the Philippines in 2025, though not as quickly as in the previous year as travel behaviour has become more normalised after the post-pandemic rebound. Industry sentiment, however, remains positive. The Philippine Travel Agencies Association (PTAA) has projected a robust year, noting that the sector had already generated PHP760 billion in revenues in 2024, with strong momentum expected to continue in 2025.

Retail value sales of booking are set to rise in current terms in Indonesia in 2025. Key drivers of growth include massive discount promotions for airplane tickets, hotels, and so on, which are still being offered on certain dates, both online and offline. For example, major sales events offer 50% discounts or price cuts through digital wallet payments. Even in 2025, some OTA players are holding more sales with even bigger discounts - up to 60% off or sales that have not been offered in previous

Further double-digit growth in retail current value sales is projected for booking in Malaysia over 2025. Across domestic and international tourism, the growing desire for distinctive, personalised experiences has been a key feature of development. This has provided notable opportunities for the further development of tourism in Malaysia, as travellers look for opportunities to immerse themselves in local cultures and try unique activities.

Hong Kong’s travel booking industry in 2025 continues to be driven by a strong outbound market, although prevailing geopolitical tensions and a sluggish macroeconomic environment are leading to a preference for short-haul regional travel. While Fully Independent Travellers (FITs) consistently favour key metropolitan destinations such as Tokyo, Osaka, and Bangkok, a growing segment is demonstrating a clear preference for more off-the-beaten-path experiences, seeking uniqueness beyond traditional

Within leisure travel, leisure experiences and attractions is one of the most dynamic growth categories, as travellers in China increasingly seek immersive experiences, such as outdoor adventures and wellness retreats. Leisure car rental is growing well as road trips remain popular with travellers. Car rentals are benefitting both from larger vehicle fleets and appeal to an increasingly younger consumer base. According to CAR, one of the largest car rental providers in China, the post-90s genera

Retail value sales of booking rose in Australia in 2025. Due to economic constraints and rising international travel costs, booking in Australian is undergoing a significant transformation. Consumer behaviour is shifting towards domestic, regional, and nearby international travel. Renewed U.S. tariffs and elevated fuel prices under the Trump administration have increased the cost of travel to the United States. This has led to a substitution effect, with Australians choosing to travel to closer

Retail value sales of booking are set to rise in 2025. Taiwanese travellers are increasingly valuing flexibility and control in their travel experiences, with many choosing independent travel (FIT) instead of packaged tours. This trend is highlighted by their readiness to pay higher rates for flexible booking options, especially for accommodations. As a result, there is a rise in sales on airline and travel booking platforms that offer customisable itineraries, appealing to the preference for

Rising online sales have significantly impacted the sales of travel intermediaries offline, particularly travel agencies. One of the main challenges is that offline prices, especially for flights, are often higher than those found on online platforms, largely due to discrepancies in pricing models with airlines. This price gap also applies to hotels bookings, prompting many consumers to favour online channels where they can access better deals. Since cost is a key factor for most travellers, thi

Retail value sales of booking rose strongly in 2025, supported by rising confidence in travel planning and a consumer shift towards structured itineraries over spontaneous, last-minute trips. Travellers increasingly sought flexibility in booking conditions, but reliability also became more important in light of fluctuating prices, shifting visa rules, and continued cost-of-living pressures.

In 2025, booking in Italy witnessed a significant surge in sales, which rose by 9% in current retail value terms to reach EUR74.2 billion. A high proportion of these sales (58%) comprises travel intermediaries, specifically internet transactions, as increasingly consumers sought convenience and potential cost savings. The strong performance of booking was driven by growth in both leisure and business travel, as well as a growing demand for professional advice and services when selecting and book