Travel is at a turning point, with personalisation, sustainability and technology redefining the journey.

Experiences, authenticity and value now define traveller choices, while technology, including AI, shapes trip planning and booking. Euromonitor identifies the leading trends influencing the travel industry, offering a closer look at what is driving change.

1.    Shifting corridors drive market diversification

2.    Passion and purpose drive new demand

3.    Smart travel: AI, automation and the digital journey

4.    Two-speed era: Premiumisation and value segmentation

5.    Regenerative growth by balancing people and planet

Tourism businesses must adapt to rising consumer expectations for authenticity, wellbeing and environmental responsibility. Success depends on blending operational efficiency with emotional engagement through digital personalisation, diverse value and regenerative practices. Volatile travel flows will favour those advancing digital integration, fostering local partnerships and offering inclusive, future-proof experiences. Value creation now extends to trust, social impact and long-term destination equity. Prioritising sustainability, embracing technology and encouraging cross-border collaboration will position brands to capture high-quality demand and support sustainable growth. (Euromonitor International)