If Only’s Gordon McCreadie says collaboration is key if the industry is to ensure mutual long-term growth
As we step into 2025, let me first wish you all a very happy new year from everyone at If Only. This year brings with it new opportunities, and the world of travel is buzzing with renewed optimism. Consumers are more confident about their travel plans and budgets, with fewer planning to cut back on spending.
Many are gearing up to spend as much – or even more – on their adventures, fuelling trends that will shape the year ahead, especially in the realms of luxury and experiential travel.
Luxury demand
The evolving travel landscape promises to be rich with possibilities. From embracing innovative technology to prioritising sustainability and creating hyper-personalised experiences, the industry is rising to meet the moment with ambition and creativity.
Luxury travel will lead the charge, with the segment forecast to grow 6.2% this year, compared with 4.8% for long-haul travel (source: Deloitte luxury trends report). This year also offers unparalleled opportunities to spotlight undiscovered, culturally rich destinations. By tapping into this demand, destinations and partners can attract affluent passengers seeking unique, off‑the-beaten-path experiences.
We will also see the rise of ‘barefoot luxury’, blending the serenity of laidback settings with the opulence of high-end experiences. From private-island retreats to intimate boutique stays, holidaymakers are seeking places where they can unwind in style while immersing themselves in local cultures. This harmonious mix of relaxation and authenticity is set to be a defining hallmark of 2025.
TV times
The influence of popular media continues to shape travel trends, with holidays inspired by shows such as The White Lotus gaining significant traction. These shows, with their alluring depictions of glamorous locales and intriguing cultural backdrops, are inspiring travellers to seek out similar experiences. From exploring the vibrant social scenes of Sicily to indulging in the luxurious resorts of Hawaii, travellers are eager to recreate the magic they’ve witnessed on screen.
A recent study by Booking.com found that 64% of travellers have been influenced by TV shows or movies when choosing their destination. Similarly, a survey by VisitBritain revealed that 40% of respondents had been inspired to visit a location after seeing it in a TV show or film. This trend provides the opportunity for travel providers to curate bespoke itineraries, offering guests a chance to live out their own cinematic travel fantasies.
Emerging trends
Green practices will remain integral, with eco-conscious accommodation and carbon-neutral itineraries leading the way. Multigenerational travel will continue to grow, requiring destinations to cater to all ages with diverse activities and amenities.
The emergence of ‘bleisure’ travel – where customers combine business and leisure – is here to stay, pushing hotels and destinations to prioritise seamless, work-friendly environments that also offer relaxation. ‘Passenger pioneers’ – adventurous, trendsetting clients who seek less-explored, culturally rich locations away from the tourist hotspots – will also increase in number.
Collaboration key
As we embrace these trends, the role of partnerships cannot be overstated. Agents and suppliers must align more closely than ever, choosing wisely whom to work with to ensure mutual long-term growth. True collaboration, rooted in trust and shared vision, is essential for navigating 2025’s opportunities and challenges.
It promises to be a year of exciting possibilities for the luxury travel industry. By embracing these trends, pursuing sustainability and prioritising authentic experiences, travel providers can create unforgettable journeys that resonate with discerning travellers. I wish you all a successful 2025 and look forward to working with you again this year.