What’s shaping global summer travel in 2025

Despite ongoing global political and economic uncertainty, travel demand is holding steady with 2024 levels

Sojern has released its latest travel trend insights, revealing that global travel demand remains steady despite economic and political headwinds. Travelers are increasingly favoring culturally rich, cooler-climate destinations and more local getaways. The report highlights how consumer preferences are evolving and stresses the importance for travel marketers to adapt quickly, personalize messaging, and leverage intent data to connect meaningfully with audiences across channels.

Key takeaways

US Travel Trends

• Domestic US travel is slightly up (+2%) as Americans grow cautious about international travel.
• Bookings to Mexico (-9%), Europe & Asia (-4%), and the Caribbean (-2%) are down.
• Major US cities (New York, Orlando, Miami) lead in domestic travel demand.
• The upcoming international football tournament in the US is expected to spike travel to cities like NYC, LA, and Miami.

Top International Destinations for US Travelers

• UK (8.8%), Mexico (7.8%), and Italy (7.2%) remain top choices.
• Canada sees a 6% increase in US travel, though airfare price drops suggest future softening.

Shifts in Canadian and Latin American Travel

• Canadian bookings to the US are falling, while Mexico sees a 10–25% jump in summer demand.
• Mexico's domestic travel is booming (+15%), with Cancun, Mexico City, and Cabo leading.
• Peru (+7%) and Brazil (+6%) are gaining traction; São Paulo and Rio remain key destinations.

Europe Embraces ‘Coolcations’

• Travelers are choosing cooler European spots: Estonia (+32%), Iceland (+17%), Norway (+11%).
• UK intra-European travel up 12%, driven by concerts and cultural events.
• Paris and Rome maintain strong international appeal, with Portugal showing hotel search growth (+13%).

Middle East & Asia Pacific Momentum

• UAE sees a 4% rise in international flights and 20% in hotel bookings, led by India, Saudi Arabia, and the UK.
• Singapore (+5%) and Thailand (+2%) benefit from regional demand.
• East Asian travelers favor regional travel; Jeju’s share drops significantly.
• Australia sees a 10% increase in demand, with growth from New Zealand, China, and the US.

Get the full report at Sojern