The travel and leisure sector doesn’t sit still and 2025 is expected to be no different. Driven by technological changes, consumer preferences and global sustainability challenges, here are five key trends we expect to shape travel marketing strategies next year.
1. Implement augmented and virtual reality
Augmented reality (AR) and virtual reality (VR) have become practical marketing tools revolutionising how travellers explore and choose destinations. Research published in 2024 in the International Journal of Hospitality Management showed that AR/VR increases tourist satisfaction and the intent to return.
By offering immersive, interactive experiences, these technologies have the potential to transport travellers to distant destinations without leaving their homes.
As AR and VR technologies continue to evolve, expect to see their adoption expand beyond marketing. For example, tour operators might use these tools to provide virtual previews of itineraries, while cruise lines could offer digital walkthroughs of ships to potential customers. This level of innovation not only inspires wanderlust but also builds trust by offering transparency about the travel experience.
Virtual travel experiences
Travel brands can use VR to create virtual tours of destinations, allowing potential travellers to explore landmarks, hotels, and attractions in 360-degree views. This can be particularly effective for promoting lesser-known destinations or those that are difficult to reach.
AR-enhanced travel experiences
AR can be used to overlay digital information onto the real world, providing travellers with context and insights. For example, an AR app could highlight historical landmarks, offer real-time translations, or provide recommendations for nearby restaurants and attractions.
VR training for staff
Hyper-realistic training programs use advanced VR technologies to create immersive, scenario-based learning environments that simulate complex guest interactions and challenging service situations. This technology allows trainees to practice real-world scenarios, from handling complex customer inquiries to managing high-pressure situations, all within a safe and controlled virtual environment. By improving service quality through immersive learning, hospitality brands can elevate their customer experiences and gain a competitive edge.
2. Focus on sustainability
Sustainability has become a top priority for many travellers, and travel brands that prioritise eco-friendly practices are gaining a competitive edge. The latest Booking.com research showed that 75% of global travellers want to travel more sustainably. But, any marketing related to sustainability and eco-friendly products must be careful not to become greenwashing.
Eco-friendly initiatives
Highlight sustainable initiatives, such as reducing plastic waste, conserving water, and supporting local communities. Consider incorporating regenerative travel initiatives. Instead of simply minimising harm, these programs aim to improve the destinations travellers visit. Examples include supporting reforestation efforts or funding local conservation projects, which can be highlighted in marketing to appeal to eco-conscious consumers.
Carbon offset programs
Offer carbon offset options to travellers, allowing them to compensate for their carbon footprint.
Partner with sustainable organisations
Collaborate with environmental organisations to promote sustainable tourism practices.
3. Incentivise direct bookings
Your travel brand’s website is one of the key ways in which travellers will interact with you, so it makes sense to encourage them to use the platform to book with you as well. This means enticing travellers to move away from using online travel agencies (OTAs).
But, before you do this, you must make sure your website offers customers a smooth user experience, is quick to load, is mobile friendly and is easily found by search engines. Invest in building a user-friendly booking engine that offers a smooth and efficient booking experience.
Exclusive perks
Offering exclusive perks to direct bookers, such as room upgrades, complimentary breakfast, or early check-in/late checkout, can incentivise travellers to bypass OTAs. Adding urgency to the mix can also drive more direct bookings. Tactics like limited-time offers, flash sales, or countdowns for exclusive discounts can create a sense of urgency that encourages customers to act quickly.
Personalised experiences
By collecting and analysing customer data, travel brands can offer personalised experiences, such as tailored itineraries and recommendations, to direct bookers.
Loyalty programs
Implementing robust loyalty programs can encourage repeat direct bookings and foster long-term customer relationships.
4. Developing the all-inclusive experience
All-inclusive travel continues to be popular, especially among families and groups. Travellers are looking for hassle-free holidays where all their needs are taken care of. All-inclusive travel is no longer limited to luxury beach resorts and cruises. Any travel brand can consider developing all-inclusive options whether you are a hotel, resort, tour operator, airline or travel agent.
Using digital tools to boost your all-inclusive offerings can also help. For example, an app that allows guests to book services, access itineraries, or view real-time updates during their stay can improve their experience and the appeal of all-inclusive packages.
Diverse all-inclusive options
Offer a variety of all-inclusive packages, catering to different interests and budgets. For example, consider luxury travellers, families, and adventure-focused travellers. All-inclusive can mean drinks and food included if you are a hotel, or all activities and meals included if you are a tour operator.
Flexible all-inclusive packages
Provide flexible options, such as add-on activities or à la carte dining, to cater to travellers who want more customisation.
5. Personalising marketing through data
Digital marketing means we have more information about our customers at our fingertips than ever before. How you choose to use this data can lead to effective digital marketing campaigns for your travel brand.
By using advanced analytics, your travel brand can gain valuable insights into customer preferences, behaviours, and past experiences. This data-driven approach enables your brand to tailor marketing messages, offers, and recommendations to individual travellers, resulting in more effective campaigns and higher customer satisfaction.
Data-driven marketing also allows you to anticipate customer needs and preferences earlier than before. This means your marketing can be proactive and personalised.
Dynamic packaging
Offering personalised travel packages that cater to specific interests and budgets, such as adventure, luxury, or family-friendly.
Real-time recommendations
Utilising algorithms to provide real-time recommendations for attractions, restaurants, and activities based on individual preferences. This can be done easily through Google and Meta platforms, for example.
Targeted marketing campaigns
Delivering highly targeted marketing messages through email, social media, and other channels, increasing engagement and conversion rates.
Final thoughts
The travel marketing landscape of 2025 will be characterised by immersive technologies, personalised experiences, genuine sustainability, and intelligent data utilisation. Successful travel brands will be those that incorporate these into a holistic digital marketing strategy that includes a sleek website, efficient user experience, accurate and optimised content and targetted advertising campaigns.
By staying agile and responsive to evolving consumer expectations, travel brands can create more opportunities for growth and deliver memorable experiences that keep travellers coming back for more.
Do you want to overhaul your digital marketing in 2025? Chat to Boost today to find out how we can help grow your travel brand.
