This year’s holiday season finds travelers more cautious, more “local” and more price-sensitive.
That’s according to new analysis from Sojern, a leading digital marketing platform for the hospitality industry, which is revealing global travel trends for Christmas 2025.
As travelers navigate economic pressures, political uncertainties and new priorities post-pandemic, bookings reveal a clear shift:
Fewer long-haul trips, more late bookings, more emphasis on value.
“Travelers are making more conscious choices about where and how they spend their money,” said Noreen Henry, Sojern’s Chief Revenue Officer. “Travel marketers have an opportunity to promote regional destinations, flexible pricing and last-minute deals as demand for long-haul travel declines.”
Americans are driving instead of flying
In the U.S., nearly 9 in 10 travelers plan to travel by road this winter — a clear sign of adjustment to times of economic uncertainty.
Domestic flights were up 4% year-over-year, but outbound bookings were down:
Canada -14%
Mexico -5%
Caribbean -8%
Asia -9%
Europe -3%
Inbound travel to the U.S. is also down: New York is down 16%, while Florida is down 18%.
Black Friday, Cyber ??Monday and Travel Tuesday are expected to be key milestones as consumers delay bookings in anticipation of deals.
Latin America & Caribbean: Economic caution, but Puerto Rico shines
Flights from the US to the region have fallen by 8%, but Puerto Rico is the exception:
bookings increased 9% overall, 7% from the US and 28% from international markets, making it the top island destination for Americans for the second year in a row.
Europe: The “glow” of Christmas markets wins over getaways
Europeans choose short trips over transatlantic trips.
Domestic travel within Europe increased 8%, while bookings to North America fell 17%.
Top countries: Spain (14%), Germany (10%), UK (9%)
Cities with the highest demand: London (5%), Paris (3%) and Budapest, Warsaw, Gdansk
Austria up +21% and Hungary up +20%, thanks to festive traditions
Despite the reduction in long-haul travel, Dubai (5%) remains a strong destination for Europeans.
GCC: Growth driven by events and domestic demand
In the Middle East, Saudi Arabia sees a 25% increase in domestic bookings, boosted by investment and new projects.
In the UAE, Dubai maintains 88% of inbound traffic, while the Abu Dhabi F1 Grand Prix is ??expected to further boost high-end outbound tourism.
Chinese New Year 2026: Asian travelers return in force
The New Year of the Year of the Fire Horse (February 17, 2026) is expected to be a period of high demand.
Flights in Asia-Pacific are already +26%, while hotel bookings are +16% compared to last year.
From China, bookings are soaring by 54% (flights) and 28% (hotels).
Most popular destinations:
East Asia: Hong Kong (20%), Seoul (13%), Taipei (11%)
Southeast Asia: Singapore (44.5%), Bangkok (15%), Manila (5%)
Australia: Sydney (25%), Melbourne (15%), Brisbane (13%)
Also impressive is the 330% increase in bookings to Europe, the Middle East and Africa, indicating a return of confidence among Chinese travelers in long-distance vacations.
Conclusion
** The global travel market of 2025 is shaped around the triptych “proximity – flexibility – value”.
** Travelers are spending more carefully, looking for experiences close to home and waiting for the right offers.
** For tourism businesses, the challenge is clear: staying visible until the last minute and adapting to an era of more “local” tourism.
