REFLECTING ON TRAVEL TRENDS IN OUR 10th YEAR
As January comes to a close, we’ve been reflecting on the wealth of travel trends circulating this year and the valuable insights shared by our partners and travellers. 2025 marks our 10th year in business—a milestone that invites us to look back while staying firmly focused on the future. Of everything we’ve observed, here are the top 10 trends that resonate most deeply with us as we celebrate this significant year:
1. Luxury Redefined
Luxury today goes beyond gold taps and opulence; it’s about creating meaningful, unique experiences. This redefinition of luxury connects many of 2025’s trends, reflecting a growing preference for unique experiences over tangible things according to McKinsey research. Our travellers tell us that true luxury is about convenience, exceptional service, and making the most of their time—spending less of it travelling between moments and more time making memories of a lifetime.
2. Multigenerational Travel
Families spanning multiple generations are increasingly travelling together, balancing diverse interests. Grandparents want to share bucket-list experiences, and teenagers are becoming greater influencers in travel decisions - as highlighted by Black Tomato research. Crafting these journeys often revolves around storytelling—connecting themes and curating iconic, personalisable experiences that appeal to all age groups.
3. Experiential Over Material
Travelers are prioritising activities that create meaningful connections with destinations. Cultural immersion, adventure travel, and unique live events are more highly valued than luxury for its own sake according to Skift. Incredible shared experiences that tell a story and leave lasting impressions are in demand. Our tours for the 2026 Eclipse in Northern Europe and 2027 Luxor Eclipse reflect this growing preference for transformational journeys.
4. Wellness Travel Redefined
Wellness travel is evolving beyond spa treatments to encompass holistic wellbeing, addressing mental, physical, and emotional health. It’s no longer just about relaxation; it’s about longevity and vitality. Research from Booking.com shows 58% of travellers would pay for a journey designed solely to improve their wellbeing or lifespan—a reflection of how wellness is being redefined in 2025.
5. Women-Centric Solo Travel
According to Future Partners research, nearly 40% of female travellers surveyed expressed an interest in taking a solo trip in 2025. Tour companies have long understood the needs of solo female travellers – offering journeys designed exclusively for them, storytelling through destinations, focusing on wellbeing, and fostering a sense of community. From retreats in remote regions to cultural explorations led by women, these experiences continue to resonate deeply with travellers seeking connection and inspiration.
6. The Rise of Ultra-Remote Destinations
In an age of overtourism, ultra-remote destinations have become the ultimate aspiration for discerning travellers. At Bartelings, we pride ourselves on uncovering truly unique accommodation options for our tours and were inspired by some remarkable properties we discovered at ILTM in Cannes last year. Wilderness retreats, journeys to the edge of space, and Arctic adventures now represent the height of exclusivity. Reaching such secluded destinations often involves intricate logistics, from private charters to expertly guided expeditions, making the journey as extraordinary as the destination itself.
7. Creative Collaborations
Innovative partnerships between travel operators and lifestyle brands are an important part of the travel landscape. From exclusive collaborations in hospitality as highlighted by OTT to journeys designed with iconic brands such as our own Pan Am Journey by Private Air, these initiatives are elevating travel into an art form. At Bartelings, we see creative partnerships as an opportunity to craft even more memorable and tailored experiences that reflect our clients’ passions and interests.
8. Set-Jetting
The influence of film and television on travel planning continues to grow according to Expedia. Destinations featured in popular media are drawing travellers inspired by their favourite shows and movies to explore iconic filming locations. For example, VisitBritain highlights how major productions like Downton Abbey, Harry Potter, and Bridgerton continue to drive a significant increase in visits to filming locations across the UK. This trend invites travellers to step into the world of their favourite stories—touring castles, strolling through city streets seen on screen, meeting fellow fans, and creating a narrative of their own along the way.
9. Sustainability as Standard
Sustainability has moved from a buzzword to a baseline expectation. Travellers increasingly favour operators committed to selecting experiences that contribute to the communities they visit and preserving cultures. At Bartelings, we are proud members of WTACH (World Tourism Association for Culture and Heritage), reflecting our ongoing dedication to responsible travel and cultural preservation.
In aviation, we’re closely watching advancements like sustainable aviation fuel (SAF), and technologies that optimise routes to reduce emissions from our airline partners. These innovations, along with carbon removal initiatives, are shaping a more sustainable future for travel.
10. Nostalgia Tourism
Nostalgia tourism according to Amadeus is all about tapping into fond memories and revisiting places, experiences, and cultural moments that hold personal significance. It’s a way for travellers to reconnect with the past and find comfort in familiarity while rediscovering the magic of those moments. At Bartelings, we’ve embraced this trend with offerings like our Pan Am journeys by private air, where travellers can relive the elegance and adventure of the golden age of aviation in an unforgettable way.
Looking Ahead
As we celebrate our 10th year in business, we’re more committed than ever to redefining luxury travel. For us, it’s not just about the destinations but about crafting deeply personal, connected, and transformative journeys. By embracing the trends of 2025 and continuing to learn from our partners and travellers, we aim to create experiences that resonate with the values of modern explorers.
Here’s to another decade of meaningful travel.