Tuesday, November 26, 2024
- Japan and Thailand remain top holiday destinations for the second consecutive year, with China, Australia, New Zealand, and Italy following closely
- For UAE-based travelers, Thailand now leads Japan as the most popular vacation spot, with Vietnam gaining attention as a rising star for 2025
- Travelers from China, Thailand, and the UAE are planning the longest vacations for the upcoming year
- Business travel is experiencing a resurgence with a 13% global increase, driven by travelers from China, Germany, and Spain
- Asia and Europe continue to dominate both business and leisure travel plans for 2025
- Relaxation and unwinding now top the list of travel motivations, surpassing the desire to explore new destinations
- Recommendations from friends and family remain the most influential source of travel inspiration
- Loyalty programs continue to be the preferred method for hotel searches and bookings
Global Hotel Alliance (GHA), headquartered in the UAE and recognized as the largest alliance of independent hotel brands worldwide, has shared insights into the top destinations and travel preferences of its GHA DISCOVERY members for 2025.
For the second consecutive year, Japan and Thailand remain the top holiday spots, with China rising to third place, surpassing Spain. Australia, New Zealand, and Italy share fourth place, edging out previous favorites like Canada and Hawaii from 2024.
Leisure travel continues to take the lead, with 99% of surveyed members planning holidays in 2025. Business travel is also experiencing a rebound, with 62% of respondents intending to travel for work, notably led by travelers from China, Germany, and Spain.
A substantial 93% of members plan international leisure trips next year, while 69% expect to travel for business, mostly within their regions. Leisure travel is extending further, with Europe and Asia remaining top choices for travelers across all markets. On average, travelers intend to take six leisure trips (consistent with 2024), while business trips are projected to increase by 13% year-over-year, with members planning over five business trips that include overnight stays in 2025.
Chinese travelers anticipate the highest number of business trips, averaging seven, followed by German travelers with six, and Spanish travelers with five. For leisure trips, China leads again with members planning an average of seven trips, while travelers in Thailand and the UAE are planning six each.
Regional Insights
Asia: In business travel, 93% of Singaporean members plan to travel internationally, while travelers from China and Australia are more focused on domestic business trips. Australians also target Oceania, and Indian members are prioritizing the Middle East for work. Leisure travel trends mirror these patterns, with 75% of Singaporeans planning overseas vacations, while Indians prefer the Middle East. Japan is the top holiday destination for members in China, Australia, Thailand, and Singapore, while those based in Japan favor Thailand, and Indians are increasingly drawn to Europe.
Europe: For the third consecutive year, travelers from Spain, Germany, and the UK are choosing Thailand and Japan as their top holiday destinations. There is a surge in interest for Dubai, New York, and the Caribbean, which have replaced last year’s favorite destinations, Spain and Italy. Business travel will primarily be regional, with Asia, North America, and the Middle East also featuring on the itinerary.
North America: US members are planning a mix of domestic holidays and trips to Europe and the Caribbean, with popular destinations like Hawaii, Spain, and Italy still holding strong. While Japan remains on the radar, its appeal has waned slightly since 2023. For business travel, domestic trips will be the primary focus in 2025.
Middle East & North Africa: For members in the UAE, Thailand has overtaken Japan as the leading holiday destination, with Vietnam emerging as a potential favorite for 2025. Regional vacations within the Middle East are expected to stay popular. When it comes to business travel, international trips will significantly outpace domestic travel.
Driving Forces, Sources of Inspiration, and Preferences
Relaxation Takes the Lead
In 2025, the primary motivation for travel is relaxation, with 72% of members prioritizing rest and rejuvenation. This marks a shift from last year’s preference for exploring new places and cultures, which now ranks second at 62%. The desire to escape daily routines comes in third at 46%. Family vacations, culinary experiences, and city or cultural activities remain highly popular, with most travelers still planning to journey alongside a spouse or partner, a trend consistent with 2024.
Balancing the Familiar and the New
Travelers are looking to strike a balance between exploring new destinations and revisiting favorite spots. Members from India, China, and Spain are more inclined to seek out new experiences, while those in Germany, Singapore, and the UAE lean towards combining both new and familiar destinations. Cities and beach resorts, along with tropical locales, continue to top the list of preferred destinations, while mountain and rural getaways are less sought after, following the trends from the previous year.
Friends and Family Drive Inspiration
Recommendations from friends and family remain a major source of inspiration, with 43% of members relying on personal suggestions, whether through direct recommendations or social media. This continues the trend seen in 2024. Travel magazines still hold sway for 20% of travelers, reinforcing their lasting influence.
Loyalty Programs Take Center Stage
Loyalty programs have solidified their position as the preferred method for travel research and booking. Over one-third (35%) of members now turn to loyalty program websites, apps, and social media pages when searching for hotels, with 50% of travelers in China, India, and the UAE favoring these platforms for bookings. Online travel agents (OTAs) remain the second most popular option for researching trips, maintaining the pattern established in previous years.
When selecting accommodations, the quality of the property, the benefits offered through loyalty programs, and the location or neighborhood take precedence over price or hotel brand. This trend is consistent across various markets and loyalty levels.
Perks and Recognition Shine
Room upgrades, early check-in, and late checkout remain the top perks for members in higher loyalty tiers, especially in Japan (94%) and Germany (84%). For those in lower tiers, member rates and discounts are the most valued benefits. This focus on tangible rewards highlights the continued importance of loyalty recognition in the travel experience.
“2025 promises to be a year of exploration, with destinations like Japan, Thailand, UAE and Italy continuing to captivate our members, alongside new favourites like New Zealand, and Vietnam” said Kristi Gole, Executive Vice President of Strategy at GHA.
“As business travel continues its long recovery and longer leisure stays take centre stage, we’re seeing a clear shift towards blending work and relaxation. And with loyalty programmes increasingly influencing choice, we are in a prime position at GHA to help our members make the most of their travels across these sought-after destinations.”
link
