What's Hot for 2025
2025 is all about delving deeper and travelling slower, from emerging destinations such as China, the islands of Europe, to North West Australia and the Baja Peninsula, we’re celebrating under-explored regions and focusing on how the journey shapes the adventure.
Trends for 2025
Remote experiences
Underpinned by a growing interest in remote experiences, our guests are more eager than ever to step out of their comfort zone, and use travel as a medium for discovery, deep immersion and transformation. A benefit of exploring uncharted regions is pristine, untouched landscapes - as seen in the increased interest in Australia's Northern Territory’s evocative scenery, dramatic rock formations and waterfalls, as well as the opportunity to learn from the region’s Aboriginal communities; the oldest, continuous living culture on earth.
Changing seasonality
We've witnessed the peak safari travel month shift from December to March as affordability and unreliable weather renders seasonality less relevant than ever.
According to Matt Shock, Senior Africa Travel Specialist: "I've been in the safari industry for over a decade, and with shifting climate patterns affecting seasonality, I've found that travelling during less popular months can be just as incredible, if not more so. Plus, it’s often more affordable and less crowded, making for a unique and memorable experience."
The All-Inclusive
Bookings for all-inclusive hotels rose by 24%, while room-only bookings fell by 20% as travellers increasingly opt to pay in advance and avoid any unexpected bills at check-out. For our guest, luxury all-inclusive properties go beyond the typical 'fly and flop' beach hotel to encompass everything from safari camps and remote lodges, to cruise journeys and wellness retreats.
Destinations to watch in 2025
Emerging destinations in 2025
Morocco's Imperial Cities
Following the September 2023 earthquake in the Atlas mountains, Charlotte Brook, Destination Manager for Morocco emphasises the importance of supporting the country’s resilient communities: “With tourism so integral to Morocco's economy, conveying the message ‘it's safe to travel here’ is imperative”.
Our itineraries go beyond just Marrakech, showcasing the country’s Imperial cities with a host of hotel openings including Royal Mansour Casablanca, Four Seasons Rabat, La Fiermontina Ocean near Tangier, and the recovering Atlas mountains where Kasbah Tamadot is reopen with brand new Riads.
Islands of East Africa
We predict an exciting year for the islands of East Africa, with the opening of newly renovated andBeyond Mnemba Island in Zanzibar and Voaara in Madagascar, as well as Aqua Expeditions’ new luxury yacht due to set sail around the Seychelles’ remote Aldabra islands next December.
The Seychelles will be more accessible than ever in 2025, with four international airlines resuming direct routes to the islands, including a four-times weekly Turkish Airlines flight from Istanbul. Emirates are also flying four times per week from Dubai to Antananarivo in Madagascar via the Seychelles - perfect for travellers combining both island nations on an epic adventure.
Northern Kenya
In the world of African safari, Ali Holman, Destination Manager for Africa & Wildlife, observes "privacy and sustainable tourism have become top priorities for travellers, meaning guests are pivoting to less-crowded regions like Northern Kenya for truly exclusive experiences, such as helicopter adventures over the Great Rift Valley and fly camping with Andrew Francombe from Ol Malo.”
Australia’s North West
According to Ellen Fraser, Senior Travel Specialist for Australia and Asia: “The Kimberley and the Northern Territory are redefining Australia’s tourism landscape. Isolated yet beautiful, these special regions offer a distinctively new perspective to the classic trip ‘down under’”.
Fraser recommends the Paspaley Pearl boutique expedition cruise by Ponant, which sails through The Kimberley, hosted by expert naturalist guides. With cruises that vary from 12 cabins to larger boats to suit every kind of traveller, guests will delve into unique tidal phenomena, meet the world’s largest living reptile, explore only two ‘Horizontal Falls’ on the planet, as well as the world’s largest inshore reef, undisturbed mangrove forests, wild rivers, and important turtle breeding colonies.
Southwest China
We have seen major growth in bookings to China, up 400% globally and 600% in the UK market alone in 2024. According to Simon Lynch, Global Product & Strategy Director, “our guests are increasingly looking for alternatives to Japan. China appears to be turning a corner, attracting visitors who want to get under the skin of its recent transformation.”
Yunnan is a melting pot of ancient history, rich cultures and spectacular natural beauty. On our Active China itinerary, guests can trek through the magnificent Tiger Leaping Gorge, unearth the secrets of Lijiang old town, learn about the customs and folklore of the local tribespeople of Dali and revel in the natural beauty of the mountains and grasslands of Shangri La, on the edge of the Tibetan plateau.
Scandinavian Summer
‘Coolcationing’ continues to influence where we travel, we witnessed a 26% rise in bookings for Finland and Norway travel this past summer. The allure of temperatures in the mid-20s, a weakened currency against the sterling, and fewer tourists leads Delphine Combes, Destination Manager for Northern Europe to confirm “Scandinavian summer is not just a passing trend, but now a perennial favourite.”
France
Not forgetting southern Europe, Combes adds: “a spruced-up post-Olympics Paris is at the top of our guests’ wishlists in 2025, combined with an extended sojourn in the French Riviera where unseasonably warm weather is seeing hotels stay open right through the winter months. The newly opened Arev St Tropez is a hidden gem and combines nicely with a stay at this year's biggest opening, Hotel du Couvent in Nice.
European Islands: Sardinia & Lanzarote
Josh Peacock, Regional Destination Manager has Sardinia on his radar: “The island is a sleeping beauty awakened, with a host of new luxury hotel openings, including Cheval Blanc’s new Pitrizza, and Rocco Forte’s Porto Cervo, set to open in 2026”.
Lanzarote, renowned for its year-round warm weather, beaches and volcanic landscape is another destination to watch next year as it follows suit with some exciting new hotel openings. Simon Lynch, Global Product & Strategy Director explains: “Lanzarote is a destination which we are closely monitoring as more new luxury openings are happening. I’m personally looking forward to the highly anticipated opening of Alila Lanzarote next year.”
Greenland’s High Arctic
'Eclipse chasing' has grown in popularity, with travellers venturing across the globe to experience these rare celestial events. Looking ahead, we predict Greenland’s High Arctic will be the new cool-cation hotspot, with the 2026 Total Solar Eclipse visible from the region’s remote, light-pollution-free shores.
Grant Greenham, Polar Travel Specialist recommends joining an eclipse-viewing expedition cruise to experience the full splendour of this natural wonder. “Greenland is quite simply the most incredible travel experience I have ever had, surpassing even Antarctica and Svalbard. I could never have prepared myself for the scale of awesome scenery as well as the variety of experiences from one location to the next.”
Baja California Sur Peninsula
Demand for Mexico has jumped 53% in our UK market this year, driven mainly by families with teenagers seeking adventure, great food, and relaxation all in one trip. According to Sophie Tomlin, Destination Manager for Latin America, it’s the lesser-explored regions of the Baja California Sur Peninsula - as opposed to the typical heavyweights - on our radar. The area is also expecting an influx of luxury hotel developments in 2025, including Amanvari (opening 2025) and Chablé Sea of Cortéz (due to open 2024).
From the Baja Peninsula, guests can sail to “Isla Espiritu Santo, known as the ‘the Galapagos of Mexico’, to swim with seals, whale sharks, and glamp on deserted beaches”. Nearby is Todos Santos, a “cool beach town with trendy boutique hotels, art galleries, and a designated ‘Pueblo Magico’ - places Mexico's Ministry of Tourism has literally declared 'magical towns'.
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