Omio report highlights new intentional travel trends

Multi-modal booking platform Omio published its annual NowNext ’25 report, outlining how global travel will continue to thrive in the coming year.

Omio commissioned research institute YouGov to conduct an omnibus survey of over 10,555 people worldwide: Italy, Spain, Germany, the UK, the US, Brazil, Japan, and Australia.

The report is based on those who may take a holiday in the next 12 months. Additionally, Omio user data is added to the findings.

NowNext ’25 themes for the year ahead:

Worldwide Woe

Sixty percent of those who may take a holiday in the next 12 months (excluding those who said not at all likely) say global events will affect their future travel planning. However, it’s not all doom and gloom, as travel intent isn’t going anywhere. Amongst those who may take a holiday in the next 12 months 30% want to travel more often than before.

Deal or No Destination

With rising living costs, frequent travel has become more challenging – but not impossible. 38% of consumers will prioritise travel over other non-essential spending. From travelling off-season (28%) to planning in advance and more carefully (27%), these travellers will seek the best deals or plan more flexibly (31%) to ensure they can get away.

Love EU More

The love affair with Europe is set to continue. Next year will see Europeans prioritising their own continent over destinations further afield. Although Brits might no longer be EU citizens, 56% still intend to book holidays on the continent.

World of Mouth

Travellers are turning their backs on the internet for more human ways to get inspired. While social media (29%) and AI (9%) are in the mix, most people prefer to find their next destination via past trips (42%) or word-of-mouth recommendations (39%). Interestingly, 23% are influenced by TV shows or films.

Beach holidays are back

2026 will see the renaissance of the seaside holiday, with consumers seeking a more relaxing or beach time break (46%) and a desire to return feeling recharged (51%).

Overtourism & out

Sustainable travel is here to stay, but not in the way you might expect. Supporting local businesses (25%), embracing regional culture (38%) and seeking out under-the-radar locations (32%), all taking precedence over choosing greener transport choices (17%).

Capital losses

Capital cities had a moment last year, but that’s about to change. In 2026, 21% of travellers want to journey to lesser-known destinations. Travellers cite lower prices (51%), fewer crowds (44%), and unique attractions or culture (40%) as reasons to visit. Omio data shows a similar trend, with bookings to second cities rising by 34%, compared to last year.

The gender (off)balance

Compared to the last few years, 19% of men are more likely to travel solo next year, seeking to disconnect from their busy lives. Women, on the other hand, are more likely to travel to connect (30%), with 34% planning to travel for family time or reunions, and 22% being more likely to go away with friends. No man is an island, but perhaps next year, they should travel to one.

Generation Zealous

Gen Z is reinventing the travel landscape as we know it. 31% will plan ahead of time and more carefully to manage the amount they spend on holidays and travel in the next 12 months. This is good planning as they want to travel more (34%), go away for longer (26%) and choose more environmentally friendly transport options (23%).

Veronica Diquattro, President of B2C and Supply, Omio, says: “Travel has shifted dramatically in recent years, from no travel during the Pandemic, to revenge travel, and now into a new era of intentional travel. What hasn’t changed is people’s determination to explore.”

“The desire to travel is as strong as ever and, although it isn’t always easy, travellers continue to find a way.”