Omio, the global travel booking platform, has unveiled its inaugural NowNext annual report, revealing the key travel trends shaping the industry in 2024 and beyond. The report, commissioned in partnership with research firm Ripple Effect, surveyed thousands of European and US travellers, offering valuable insights into booking decisions, emerging travel patterns, and technological advancements in the industry.
Rising Trends in Travel: What’s Driving Bookings?
“We are always looking for innovative ways to enhance our customers’ travel experiences,” stated Veronica Diquattro, Omio’s President of B2C Europe. Our report explores the key factors shaping travel choices, spotlighting emerging trends like the growing popularity of solo male travel, the return of city breaks, and the increasing dependence on technology by today’s travellers.
The NowNext ’24 report outlines the following key themes for the upcoming travel year:
Travel with a Capital C: The Return of City Breaks
While remote and niche destinations have garnered attention in recent years, city breaks are making a strong comeback. According to the report, 60% of travellers are planning to visit major cities in 2025. Culture-rich capitals are top choices, with travellers drawn to their iconic landmarks, vibrant food scenes, and world-class events such as concerts and sporting activities.
Boy Wander: The Rise of Solo Male Travellers
Solo travel has long been a popular trend among women, but the NowNext report shows that male travellers are now embracing the freedom and empowerment of travelling alone. In 2025, 30% of men plan to travel solo, compared to just 23% of women. Furthermore, male travellers are increasingly willing to splurge on their trips, with 28% intending to spend over £2,000 on their international travel.
Lost in Translation: Tech for Navigating Travel Challenges
Language barriers and unfamiliar transport networks continue to be significant stressors for travellers. However, technology is helping to ease these challenges. In 2025, 44% of travellers plan to use AI to plan and book their travel, a significant increase from 27% in 2024. This trend signals the growing importance of technology in overcoming travel complexities.
Summer Suntrap: Peak Season Travel Still Dominates
While the appeal of quieter shoulder-season travel continues to grow, the peak summer months remain the most popular time to travel. In 2024, 74% of travellers preferred to visit destinations during June, July, and August, and this trend is set to continue into 2025, with 76% of travellers favouring peak-season trips over off-peak alternatives.
The New Travel AI-gents: AI and Social Media in Travel Planning
With so many destination choices, travellers are increasingly turning to AI and social media to help them decide where to go. The NowNext report reveals that 45% of travellers in 2024 will get their travel inspiration from social media, while AI-driven tools will play a crucial role in simplifying the decision-making process.
TLC (Travel Loving Care): The Rise of Conscious Travel
As sustainability becomes a top priority for many, conscious travel continues to gain traction. Over half of travellers (58%) are more likely to choose destinations that incentivise sustainable travel practices. Additionally, 44% of travellers now seek out opportunities to support local businesses and restaurants during their travels.
A Promising Future for Travel
Diquattro concluded, “The trends we’ve identified in the NowNext ’24 report show that the needs of travellers are constantly evolving. At Omio, we’re committed to offering a platform that empowers travellers to navigate the changing landscape of travel with ease. Our goal is to meet the diverse needs of travellers worldwide, and we’re excited about the future of travel in 2025 and beyond.”