Sojern, the leading digital marketing platform for travel, reveals new insights into travel trends as the holiday season approaches. Amid economic concerns and inflation, consumers are eager to explore but are changing their travel preferences. Road trips are becoming more popular than air travel, reflecting a shift towards budget-conscious choices. Sojern’s data shows that while upscale and luxury hotel prices have risen by 1.7% and 1.4%, respectively, economy lodging rates remain steady, indicating a strong demand for higher-end accommodations.
Evolving Travel Preferences Amid Economic Uncertainty
“Unlike the pandemic, when travellers opted for less crowded destinations, those travelling this season are returning to popular and premium cities and they are willing to pay more,” said Noreen Henry, Chief Revenue Officer at Sojern. This trend mirrors the recent surge in booking interest, as seen with Taylor Swift’s Eras Tour, which boosted traffic to European cities by 65%, while hotel prices soared by 154%. This holiday season, travellers are prioritising immersive experiences, from festive events to unique cultural outings. Travel brands that provide personalised and memorable experiences will stand out in this competitive market.
Domestic Travel Trends for Thanksgiving and Christmas
An estimated 4.7 million Americans are expected to fly during the Thanksgiving holiday, with domestic flight bookings rising by 4% in 2024 compared to 2023. Orlando has emerged as the top destination for Thanksgiving travel. However, there is a notable decline in domestic travel for Christmas, with a decrease of 15%. In contrast, international travel to Europe has increased by 2%, while Asia has seen a 9% rise.
Domestically, popular holiday destinations include Honolulu, New York City projected to attract around 7.5 million visitors—and Orlando. Internationally, the most sought-after locations are Mexico, the United Kingdom, Canada, and the Dominican Republic. Interestingly, flight bookings to Mexico are down by 8%, while interest in the Dominican Republic has risen by 14%.
European Destinations Attract Global Travellers
Europe’s festive charm continues to captivate travellers worldwide. However, while global tourists are flocking to major European cities, many Europeans are choosing alternative destinations. Domestic flight bookings within Europe have decreased by 26%, and international flight bookings to Asia and Latin America have risen by 14% and 3%, respectively.
London remains a favourite among international travellers, capturing 79.1% of flight bookings and 89.7% of hotel reservations for the holiday season. Germany and Austria, known for their bustling Christmas markets, have also seen a 7% increase in international travel, with Vienna securing 80% of Austria’s holiday flight bookings.
Rising Interest in Non-Traditional Destinations
This holiday season, ski tourism is evolving, with travellers shifting away from traditional destinations. While hotel bookings in the German and Swiss Alps remain high, American and Canadian ski resorts are experiencing declines of 9% to 18%. Notably, Japan has emerged as a leading ski destination, with hotel bookings increasing by an impressive 417% compared to last year.
The Travel Landscape in 2025
As we look towards the future, today’s travellers are becoming more experience-driven than ever. They are willing to invest in attending concerts, events, and major sporting occasions like the upcoming 2026 FIFA World Cup. With this shift in focus, the travel industry is embracing innovative solutions, including Generative AI, to enhance guest experiences and deliver personalised services at scale. The adoption of these cutting-edge tools is expected to grow significantly into 2025 and beyond.