Skyscanner's travel experts have dived into the data and handpicked 10 destinations from those which saw the biggest YoY search surges, to help travellers experience the buzz before they become bigger names.
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GLOIn a time when travellers are more thoughtful than ever, Skyscanner’s Travel Trends 2025 report reveals how the places people search for—and the kinds of journeys they crave—are evolving fast. Travel is no longer just about ticking boxes on a map; it’s about self-expression, collective moments, and discovering hidden value.
The Rise of the Unseen Gems
One of the most striking shifts is the surge in searches for lesser-known, offbeat destinations. In markets like the U.K., Reggio Calabria (Italy) led with an astonishing 541% increase in searches. Meanwhile, for U.S. travellers, Grand Turk Island topped the charts with a 528% rise, followed by Quepos, Costa Rica (+462%) and Tromsø, Norway (+129%) among others.
The pattern is clear: travellers are looking beyond the familiar and turning their gaze to hidden corners of the world. As Skyscanner notes, their “Best Places to Travel 2025” list captures these rising destinations—and helps curious explorers find airtime where value meets discovery.
Travel as a Shared Experience
Skyscanner frames 2025 as a year of collective discovery. The emphasis is no longer solely on the “me” in travel, but on the “we” — forging connections, sharing stories, and traveling together.
The report highlights a variety of fresh travel archetypes shaping this trend:
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Sports Mode: Travellers are increasingly attending live sporting events.
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Astro Adventures: Destinations with pristine dark skies and celestial appeal are gaining ground.
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Art-Venture: Immersive cultural and artistic experiences are becoming a desired travel motif.
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Horti-Culture: Botanical tourism—visiting stunning gardens, arboreta, and green spaces—is flowering as a niche.
These trends reflect how travellers are layering meaning and passions into their itineraries, moving past generic sightseeing.
Price, AI & the Traveler’s Toolbox
Even as wanderlust blooms, cost remains a fundamental factor. Skyscanner’s data shows continued sensitivity to pricing dynamics, and many travellers use tools like flight alerts and flexibility filters to balance inspiration with affordability.
At the same time, generative AI and smart search are reshaping how people plan their trips. Skyscanner notes:
“We’re entering a new era of travel search. Rapid developments in generative AI, travel retailing and social shopping are changing how travellers find inspiration and compare flight, hotel and car hire options.”
— Piero Sierra, Chief Product Officer, Skyscanner
Among travellers surveyed, 35% plan to use AI for destination research, 32% for comparing options, and 30% for building itineraries.
Interestingly, nearly a third (29%) of travellers said they would avoid AI entirely.
Exploring Quiet Corners — With Caution
The urge to escape over-touristed places is growing. About 26% of travellers said they’d seek less busy destinations. Another 26% said they’d try to make a positive impact on the places they visit.
Still, concerns persist: 50% cited safety, 32% mentioned uncertainty over where to go, and 30% worried about whether there would be things to do once there.
Some regional findings reflect this desire for discovery: In EMEA, Morocco’s Beni Mellal saw the fastest surge in searches—jumping 2,422% year over year.
What This Means for Loyalty & Travel Partnerships
For loyalty programmes and travel-focused businesses, Skyscanner’s insights suggest several strategic imperatives:
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Empower discovery, not just transactions. Helping members find “hidden gems” or trending yet affordable destinations gives your programme a sense of fresh relevance.
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Curate around shared passions. Create offers or campaigns around key travel archetypes (sports, arts, astronomy, botanical) to tap into emotional motives.
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Seamless tech integration. As travellers lean more on AI and smart planning, loyalty platforms should evolve their search and recommendation tools accordingly.
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Promote responsible, community-aware travel. The desire to travel more sustainably and to less crowded places is growing—aligning loyalty rewards with positive impact can build deeper bonds.
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Flexibility remains king. Volatility and shifting costs make adaptable booking options (changes, cancellations, multi-option routes) more attractive than ever.
Source: Skyscanner / GLO
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