Omio, the leading multi-modal booking platform, has released its annual NowNext ’25 report, revealing how global travel will evolve over the next year, driven by emotional motivations, economic realities, and a growing sense of purpose among travellers.

Commissioned in partnership with YouGov, the report draws insights from an omnibus survey of over 10,500 respondents across Italy, Spain, Germany, the UK, the US, Brazil, Japan, and Australia. Combined with Omio’s own platform data, the findings present a detailed picture of what’s next for the world of travel, from mindful spending to cultural immersion and destination discovery.

Key Themes from the NowNext ’25 Report:

Worldwide Woe:

Global events continue to shape travel decisions, with 69% of respondents saying such factors will impact their plans. Yet, the desire to travel remains strong, 30% still plan to travel more than before.

Deal or No Destination:

Rising costs have made travellers smarter about spending. 38% will prioritise travel over other non-essential expenses, while 31% plan more flexibly and 27% prefer early, careful planning, giving rise to the ‘Travel Thrifties’, who balance wanderlust with budget wisdom.

Love EU More:

Europe continues to dominate travel plans, with 56% of Brits, 45% of Germans, and 42% of Italians and Spaniards planning European getaways, reflecting a focus on proximity and comfort amid global uncertainty.

World of Mouth:

Inspiration is becoming more personal again. While social media influences 29% of travellers, 42% rely on past trips and 39% on word-of-mouth recommendations. Interestingly, 23% admit being influenced by films and TV shows. marking the rise of screen-driven tourism.

Beach, Please:

2026 will mark the revival of seaside getaways, with 46% seeking relaxing beach holidays and 51% wanting to return recharged. A growing 20% prefer solo, reflective trips, while 18% focus on wellness and self-care.

Overtourism & Out:

Sustainable travel remains vital but is evolving. Travellers are focusing on supporting local businesses (25%), embracing regional culture (38%), and visiting under-the-radar locations (32%) rather than just choosing eco-transport.

Capital Losses:

Travellers are shifting from capitals to smaller, lesser-known cities. 21% plan to explore smaller metropolises for lower prices (51%) and fewer crowds (44%), while Omio’s data reveals bookings to second cities have risen by 34% year-on-year.

The Gender (Off)Balance

Gendered travel motivations are diverging. 19% of men plan to travel solo, seeking disconnection, while women lean toward connection, 34% for family reunions, 30% to connect emotionally, and 22% to travel with friends.

Generation Zealous:

Gen Z is driving change with a mix of ambition and awareness. 34% want to travel more, 26% plan longer trips, and 23% will opt for greener transport. They’re the most budget-conscious and environmentally mindful of all age groups.

Reflecting on these insights, Veronica Diquattro, President of B2C and Supply, Omio, said:

“Travel has shifted dramatically in recent years, from no travel during the pandemic to revenge travel, and now into a new era of intentional travel. The desire to explore remains strong, and travellers continue to find a way. Our report reveals a new age of conscious, smart, and value-driven travel. At Omio, we dedicate our efforts to keeping pace with emerging traveller demands, ensuring every journey is seamless and inspiring.”

Through NowNext ’25, Omio spotlights how travel continues to evolve, not just as a leisure activity, but as a deeply intentional, reflective, and value-driven experience for the modern traveller.