Imagine a journey that is not just an escape from everyday life, but an opportunity for personal growth and discovery of the unknown. According to the latest Booking.com research, the year 2025 will bring a change in the way we experience travel – blurring the lines between adventure and relaxation, tradition and innovation, spontaneity and careful planning.
But what will travel look like this year, and how will we use technology to shape our travel decisions? Maja Vikario, regional manager of Booking.com, one of the world's leading digital travel platforms, reveals exclusive insights into how Croatian traveler habits could evolve in 2025.
What are some of the key trends shaping the way people will travel in 2025?
- Travelers are increasingly seeking a deeper sense of purpose in every trip – from baby boomers seeking adrenaline-fueled adventures to men who are focusing on mental health on men’s travel. New technologies are already helping travelers find experiences tailored to their needs, but in 2025 we will see how innovations are used to help tourists meet the needs of the very destinations they want to experience. For example, almost two-thirds of Croatian travelers plan to use technology to make more informed decisions and find authentic experiences, not only to preserve the destinations they visit, but also to positively contribute to those places. Tools that use artificial intelligence, such as Booking.com’s AI Trip Planner, will play a key role in shaping these trips, with a third of Croatian travelers expressing interest in using artificial intelligence when planning their trips.
So technology will continue to play a big role in the way people travel. How does this fit in with the desire for authentic travel?
- We are seeing a shift in the way travelers use technology – they are becoming more conscious of how they use it. For example, more than half of Croatian travelers (54%) consciously choose not to tag locations on social media when visiting lesser-known destinations, helping to keep these places under the radar and preventing the accumulation of ‘Instatourists’. Moreover, 75% of Croatian travelers hope to use technology to discover less-visited areas, while 20% are already using apps to avoid crowds in real time.
You mentioned earlier the trend of men focusing on mental health on men's travel. What is behind this shift towards self-care and personal growth?
- With a growing awareness of the importance of self-care and personal development, more men are seeking more meaningful and quality relationships with others, with 37% of Croatian travelers saying they would encourage a friend or family member to go on a men-only trip – rising to 50% among Gen Z and 47% among millennials. The purpose of such trips is to disconnect from everyday stress, focus on rest and relaxation, improve mental health, and encourage personal growth and development.
As men increasingly turn to mental health-promoting travel, are we seeing a similar trend among other travelers?
- In general, travel is no longer just a form of vacation – it is increasingly seen as a way to invest in long-term health and quality of life, driven by a desire for better lifestyle habits. More than two-thirds of Croatian travelers are interested in participating in retreats focused on longevity, health and vitality, which go beyond traditional wellness vacations and focus on health benefits that have a longer-lasting effect, through advanced experiences such as red light therapy, cryotherapy and stem cell treatments.
With these trends in mind, are there any noticeable differences in how different groups travel?
- We are seeing a growing interest in shared experiences among families, with older generations increasingly looking to financially support their younger ones on their travels. Rather than just increasing the savings of the next generation, they want to create lasting memories together as a family. In fact, 89% of Croatian travelers are willing to pay for their children's next trip, and 79% would do the same for their grandchildren, so they can enjoy quality time together and create new memories.
Artificial intelligence is increasingly taking on the role of personal travel assistant – you mentioned Booking.com's AI Trip Planner, but what other innovations can we expect? How will AI simplify and enhance the travel experience?
- Our AI Trip Planner already helps travelers in all stages of their trip – from choosing destinations and accommodation to finding attractions and much more. As AI technology continues to develop and become more integrated into the travel industry, we see even greater potential for simplifying and enhancing the travel experience, turning AI into a true “travel assistant in your pocket”. Whether it's personalizing travel plans, providing real-time travel information, or making customized recommendations, AI has the power to make travel easier and more enjoyable for all travelers.
