The demand for less-known destinations and experiential travel is the dominant trend in Britons’ holiday choices in 2025. This is according to research by Mintel, presented at the annual survey of the Association of National Tourist Offices and Agents (Antor) on Wednesday (29 January).
Specifically, the findings of the survey:
7 in 10 Britons (70%) prefer lesser-known destinations for their holidays in 2025
Two-thirds (66%) revealed that they are more attracted to travel agents, which promote unpromoted destinations rather than tourist hotspots.
71% of respondents in the Mintel survey say they enjoy new experiences when on holiday. This is leading to the offering of combination holidays, such as train and trail holidays or safari and beach holidays.
73% of consumers would like to take a holiday based on their interests, with history and cultural heritage being at the heart of their interest.
Almost half of Britons believe that AI tools have the potential to improve the holiday experience. This figure rises to 71% among under-25s but drops to 14% for those aged 65 and over.
As noted, AI-powered travel is likely to be the dominant trend over the next 5 years.
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report
