Globetrender has unveiled a list of new travel trends for 2025, marking the latest addition to the tourism forecaster’s portfolio of insight reports.  

The 34-page document explores the seven key trends shaping “A Blueprint for Better Tourism”, detailing the changing desires of luxury travellers in a post-pandemic world. It was created in partnership with Costa Navarino, a sustainability-driven destination in Messinia, Greece. 

“A Blueprint for Better Tourism delves into how modern travellers are redefining luxury through their choices, moving away from passive consumption to active engagement with the destinations they visit,” said Jenny Southan, founder of Globetrender. “Costa Navarino has long led these trends by offering a compelling vision of travel that is as enriching for the planet as it is for the traveller. As global tourism continues to evolve, this integrated approach serves as a blueprint for the future of high-end hospitality.”

1. Olympic Challenges  

With sports tourism now accounting for 10% of global tourism spending, luxury hotel brands are getting creative when it comes to their product.

Globetrender has identified a particular interest in what it calls Olympic Challenges, giving clients the opportunity to train with world-class athletes – rather than just watch them. 

A number of suppliers have already invested in this area; Sicily’s Verdura Resort offers a seasonal ‘Academies with the Stars’ programme, which includes weekly summer workshops led by renowned coaches and sports professionals.

In Thailand, the Maraleina Sports Resort combines luxurious tropical surroundings with Olympic-standard training facilities on Koh Samui. It also recently earned the status as Asia’s first official Hyrox Training Destination, introducing the globally renowned fitness competition format to the region. 

It’s a phenomenon that is projected to grow 17.5% between 2023 and 2030 according to the UNWTO, positioning it to become one of travel’s leading sectors. 

2. Equitable Hospitality

Coming in next is Equitable Hospitality, which puts inclusivity as an integrated element of guest experiences, rather than just an afterthought. 

From hotels to airlines, suppliers are investing in staff training and sensitivity programmes to create welcoming environments. In 2024, Virgin Atlantic established its Accessibility Advisory Board led by thought leaders with disabilities. Similarly, KLM is making progress in this area, joining Delta and Virgin Atlantic in offering gender-neutral booking options in key markets.

There has also been an increased focus on better serving LGBTQ+ travellers, especially families with children. Innovation in accessibility also continues to grow; Virginia State Parks has become the first park system in the US to install EnChroma adapted viewfinders for colour blind guests, and Costa Rica’s national parks now include accessible routes and tactile features for visually impaired clients. 

In South Africa, the Klaserie Private Nature Reserve is pioneering wheelchair-accessible safaris. Its Ximuwu Lodge features adapted game-viewing vehicles, mobile ramps for photographic hides, as well as thoughtful design elements like spacious corridors and portable pool hoists.

3. Alpha Activities  

Generation Alpha (people born between 2010 and 2024) is the next trend to be examined, with this demographic having vastly different priorities on holidays compared to children of previous generations, and hotels need to get the grips with it, according to the report. Families are increasingly looking to entertain their children with nature and cultural activities which are also interactive without being digital.

Examples include Six Senses’ Earth Lab discovery spaces, which showcase conservation projects on everything from marine protection to forestry initiatives. Similarly, Chewton Glen’s Bear Grylls Survival Academy provides team-building challenges inspired by the TV personality himself, including custom-built survival scenarios that foster communication, development and motivation among participants.

4. Symbiotic uplift 

As the luxury travel industry evolves, resorts are being increasingly judged on their corporate social responsibility. Rather than focusing solely on the needs of their guests, they are also investing in the local economy by creating employment, sourcing produce nearby, and safeguarding ecosystems. 

Dubbed Symbiotic Uplift by Globetrender, this trend refers to a mutually beneficial relationship between the luxury hotel brand and its local area. Examples include Wilderness Safaris, which safeguards 33 species listed on the IUCN Red List and helps to protect over 2.3 million hectares of wilderness across eight African countries.

Meanwhile, the Dominican Republic’s Casa de Campo Resort and Villas has been recognised as one of the best places to work in the Caribbean after implementing a number of staff initiatives – including a deaf inclusion programme and the investment in a catamaran boat for employees.

5. Living Odysseys 

Luxury travellers are increasingly looking to get under the skin of a destination, rather than to simply tick it off a list. Globetrender believes the trend, which is likely inspired by Hollywood blockbusters like Gladiator II, reflects a contemporary desire for deeper connections with history and philosophy.

In Cairo, the reopening of the Grand Egyptian Museum has reignited interest in Egyptology, while Over in Pompeii, archaeologists also recently unearthed a private bathhouse – potentially the largest ever found on the site – complete with hot, warm and cold rooms, exquisite artwork and a large plunge pool. 

6. Longevity Cuisine  

Extravagant meals are out, and ’grandma’s secret recipe’ is in. Luxury hotels are moving towards cuisine that honours local traditions, with a focus on offering healthy dishes that cannot be replicated elsewhere.

Costa Navarino has partnered with small and mid-scale producers to create its Navarino Icons range, while Amilla Maldives is growing superfoods such as moringa in its “zero-mile” gardens. 

In Japan, Rosewood is preparing to open a wellness-focused resort in Okinawa, incorporating local superfoods such as seaweed, tofu and fermented miso. 

7. Second Homing  

Wealth investors are increasingly considering moves to destinations that offer both financial and lifestyle benefits. Greece is an emerging leader in the European overseas property market, having recently introduced a range of non-dom tax incentives, while Greece is strategically responding to the demand for long-term stay options.

Exemption from inheritance tax and a lack of obligation to declare foreign income sources in Greece have made places like Costa Navarino particularly enticing to investors, according to the report.

Meanwhile, travel agency Noma Collective creates extended stay options for digital nomad families in locations like Costa Rica, while Lisbon’s Martinhal resort offers serviced residences within a luxury hotel setting.