News and Insights
Travel 2026 and Beyond: Authenticity, AI, and Luxury Reimagined
December 18, 2025
When I wrote about The Rise of Quiet Luxury back in May, I was describing a shift that was occurring in travel: a pivot away from the ostentatious towards experiences that feel personal, place-based, and purposeful. Affluent travelers still want excellence—but they increasingly define it as craftsmanship, cultural depth, and service that anticipates needs without announcing itself. That sentiment has echoed throughout 2025, across our client work and in conversations with peers globally.
Wellness set the tone early
The year opened with wellness in a commanding position. In our January blog post on Global Wellness, we spotlighted the industry’s breadth—from longevity and “sky-high” wellness to culinary escapes—and the Middle East’s rapid ascent as a leader. The data since has reinforced that momentum: the Global Wellness Institute’s 2025 Global Wellness Economy Monitor shows the wellness economy at $6.8 trillion in 2024, representing 6.12% of global GDP, and on track to reach $9.8 trillion by 2029. Wellness tourism alone is among the fastest growers. In Dubai at the Global Wellness Summit November 18-21, we discussed how travelers now favor authentic, nature-anchored, heritage-rich experiences—wellness as emotional reset, not just spa menus.
A year of travel highlights. Across our Global Travel Practice, several markers stood out:
India’s outbound wave: from dreaming to doing
Among the year’s most exciting demand signals was India’s accelerating role in global tourism. Our Future of Travel 2025 Report—launched at Arabian Travel Market—captured 2,000 Indian international leisure travelers across Gen Z, Millennials, and Gen X. Three themes stood out:
- Emotion over itinerary: fun and adventure (≈48–52%) and cultural discovery (≈47–51%) are the dominant reasons to travel, with the purpose to “relax and rebalance” sitting at the top for the most desired post trip feeling—evidence that wellness and quiet luxury are converging in mindset.
- Dreams becoming departures: Gen Z is collapsing the gap between bucket lists and bookings (Japan featuring both as dream and realistic trip), with 68% self-booking online and acting on impulse when content and visa ease align.
- Luxury as life goal: 81% would rather fund a luxury trip than a lavish wedding; 56% would upgrade the hotel over the flight—proof that “the luxury of authenticity” is now measured in moments, not status markers.
Other 2025 highlights from our work and our Summer TrendHawk:
Luxury’s recalibration continued, with “quiet luxury” underpinning product and design—from heritage grand dames refreshed for younger guests to restorative lounge concepts that privilege calm over flash. Intentional travel rose as travelers sought immersion and learning over checklist sightseeing, fueling off-the-radar choices and “coolcations” in milder climates.
Wellness travel continues to expand beyond spas to longevity diagnostics, microbreaks, and tech-enabled personalization.
AI & travel tech: from hype to help
This was the year AI moved decisively from concept to utility. Travelers told Amadeus they’re embracing AI assistants for planning and in-trip support (64% willing to use one; GenAI usage up 64% year-on-year), seeking time savings and hyper-personalized recommendations—while also demanding accuracy. Skift’s 2025 outlook captured the structural shift: the booking funnel is collapsing into an expectation of instant, relevant options—discovery and transaction converging through AI.
Sustainability sustaining momentum
Purpose remained an anchor throughout the year, driving further acceleration at the end. During New York Climate Week, we announced the Travel Foundation’s Destination Climate RiskScan city initiative at our Where Next? Roundtable Event—giving urban DMOs tailored climate risk profiles and practical strategies to protect assets, sustain demand, and build climate-ready operations. As tourism grows, the macro numbers are encouraging: WTTC projects international visitor spending at $2.1 trillion in 2025, with the sector contributing $11.7 trillion to the global economy and supporting 371 million jobs worldwide.
It’s been a year of renewal and reinvention—growth regained, wellness mainstreamed, technology matured, and sustainability shifting from pledge to practice. As we look ahead, the focus sharpens on longevity, mindful travel, and climate-conscious journeys, alongside the luxury of authenticity meeting hyper-personalization—now supercharged by AI.
The most inspiring trips will be defined not by the “Instagram flex” but by the depth of transformation they deliver. One thing is certain: travelers increasingly seek journeys that do more than move them from A to B—they want experiences that move them from within.
POSTED BY: Debbie Flynn
