Priceline reveals 2025 travel trends

Ouray Colorado
Ouray, Colorado, makes the Townsizing destination list. Photo: artturner/Pixabay

Priceline has announced the release of its 2025 trend report with proprietary travel data to support eight movement-making trends and destinations shaping the travel industry next year and beyond.

Priceline coupled its proprietary traveler data with a custom U.S.-based survey of adult travelers to inform next year’s trends, revealing a landscape where travellers are balancing economic uncertainty with an unwavering passion for exploration.

The desire to travel remains high, and 2025 is expected to usher in a new era of intentional travel. Savvy adventurers will seek more meaningful journeys that foster connections and align with their passions, all while continuing to leverage smart savings strategies to make their travel dreams a reality.

“In 2025, we’re seeing a new breed of cost-conscious travellers who refuse to compromise on the quality of their experience, and instead are finding creative ways to maximize their travel investments,” said Lesley Klein, SVP, strategy and brand marketing.

“Our data shows a trend toward domestic exploration and smaller-town destinations which goes beyond savings to include seeking authentic connections and feeling like a ‘local’ wherever they go.”

As travellers plan for 2025, they will revel in discovering their perfect ‘Awayborhood’ or enjoy a retro trip to classic small-town Americana when ‘Townsizing.’

They’ll marvel at the natural wonders that can be found locally when ‘Star Trekking’ within North America. Making connections will remain a top priority with travellers flocking to meet new friends and spark romances on trips. The increased popularity of racquet sports and run clubs will inspire vacationers to pursue their passions. Younger generations will no longer wait for retirement, testing the waters with micro-retirements and second acts fueled by Gap Days.

These emerging trends signal a transformative shift in how consumers are thinking about travel – from simple escapism to purposeful journeys that enrich lives and deepen connections to both people and places in the year ahead.

Priceline’s 2025 Travel Trends

Awayborhoods: Young travellers are living like locals, choosing the authentic vibes and activities of neighbourhoods over the prepackaged charm of tourist-filled hotspots. With 69% of consumers stating they’ll focus more on domestic travel in 2025, 37% also believe where they stay impacts their vacation experience. As a result, a desire for down-to-earth realism will inspire travellers to explore smaller radius Awayborhoods within big cities.

Priceline compiled the top 10 Hottest Awayborhoods travellers plan to visit in the U.S. in 2025:

  • French Quarter, New Orleans, LA
  • Capitol Riverfront, Washington, DC
  • Wynwood, Miami, FL
  • North End, Boston, MA
  • Mission District, San Francisco, CA
  • Ybor City, Tampa, FL
  • Silver Lake, Los Angeles, CA
  • South Congress, Austin, TX
  • Pearl District, Portland, OR
  • Rino Art District, Denver, CO

Star Trekking: Following the 2024 total solar eclipse, interest in astronomy and celestial events remains at an all-time high with younger travellers. Star Trekking will lead to destinations that provide optimal stargazing opportunities. One in four Gen Zers is interested in travelling for celestial events, and they’re 51% more likely than the average traveller to be interested in a hotel that offers celestial, astrology, or space-themed excursions.

Priceline identified trending destinations where travellers can expect great views of the Northern Lights within North America in the year to come:

  • Whitehorse, YT, Canada
  • Fairbanks, AK
  • Mackinaw City, MI
  • Medora, ND
  • Bayfield, WI
  • Yellowknife, NT, Canada
  • Bar Harbor, ME

Running the World: With local run clubs exploding in popularity, Gen Z and Millennial travellers are expected to seek out clubs as a means of exploration when they travel. 79% of Gen Z and Millennial travellers say they’re more likely to attend a local running club’s event while on vacation and 65% are more likely to say that running a race is a great way to explore a new city. With 42% of Gen Z and Millennial travellers saying they’re more likely to book a hotel near a park or running trail in order to stay active while they’re on vacation, expect tourists to pound the pavement in cities around the world.

Townsizing: Americans are also seeking simplicity and will travel to find it. In the coming year, expect travellers to opt for quaint, comfy respites in small towns. The trend toward small towns offers different benefits for different generations. While Boomers are most likely to feel that small towns are more relaxing, Gen Z is townsizing to indulge in the charming, quaint moments depicted in their most comforting movies.

U.S. examples of this trend include:  

  • Three Rivers, CA
  • Panguitch, UT
  • Bretton Woods, NH
  • South Yarmouth, MA
  • Ouray, CO
  • Old Saybrook, CT
  • North Wildwood, NJ
  • Carmel Valley, CA
  • Gorham, NH
  • Forks, WA

Methodology

The report is based on a custom traveller study and survey that was combined with Priceline’s own proprietary search and booking data to reveal trends. Priceline partnered with third-party research partner Current Forward to conduct the online survey in the U.S. from September 6 to 20, 2024, among a nationally representative sample of 3,039 adults ages 18 to 78 who have travelled at least 100 miles from their home by plane or car within the last year.

An additional sample of 690 mothers of children under 18 was also included. Gen Z is defined as those born 1997-2006; Millennial is defined as those born 1981-1996; Gen X is defined as those born 1965-1980; and Boomers are defined as those born 1946-1964.