What sparks the need to journey? In accordance with Amadeus’ Journey Desires report, the journey begins lengthy earlier than a reserving is made – it begins within the inspiration part, the place emotion, storytelling, and digital affect come collectively to form a traveler’s subsequent nice escape. Drawing insights from 6,000 vacationers throughout six international locations, the report reveals a worldwide shift towards extra customized, emotionally resonant, and tech-enabled journey experiences.
Let’s take a better have a look at a few of the most compelling findings that make clear how at the moment’s vacationers are dreaming, planning, and in the end deciding the place to go subsequent.
The altering sources of journey inspiration
The Journey Desires report delves into the pivotal inspiration part of journey, providing a worldwide perspective on how vacationers start envisioning their subsequent journey. Because the journey more and more begins with a spark of curiosity fairly than a concrete plan, understanding what vacationers search early within the course of turns into important.
When requested what they need to find out about a vacation spot earlier than they go, vacationers highlighted just a few key areas: the very best locations to eat (54%), learn how to get round (49%), security suggestions (44%), and hidden gems that provide off-the-beaten-path experiences (43%). These preferences replicate a rising need for each sensible steerage and genuine, customized discovery.
The sources of journey inspiration themselves are evolving quickly. Whereas conventional channels like newspaper adverts and in-person journey brokers are declining, digital platforms are taking heart stage. Social media influencers now play a pivotal function—particularly in China and India, the place 50% of vacationers cite them as key sources of inspiration, adopted by 27% within the U.S. Gen Z (these aged 18-27) leads this pattern, with 42% influenced by journey creators and 45% naming social media as their high supply of journey inspiration.
Regional variations additionally form how inspiration is gathered. French and American vacationers typically flip to household and pals (54% and 55%, respectively), whereas many within the U.Ok. cite tv as a key supply (41%). These insights underscore the significance of a diversified advertising strategy that displays each generational and cultural preferences.
What strikes vacationers to decide on?
In relation to choosing a vacation spot, pure magnificence tops the checklist for 60% of leisure vacationers, adopted by cultural and historic experiences (48%), native delicacies (37%), and wellness choices (37%). The enchantment of beautiful landscapes transcends generations—from 51% of Gen Z to 72% of vacationers aged 79 and above who say it’s their primary motivator.
Excessive-quality visuals are additionally a robust set off; 64% of vacationers say compelling pictures and movies showcasing surroundings and sights are key to their decision-making. Private tales and evaluations additionally carry weight – particularly amongst enterprise vacationers (57%), who worth firsthand experiences much more than their leisure counterparts (49%). And with security considerations rising – from 51% to 58% in simply 5 years – clear, reassuring messaging is extra essential than ever.
Turning journey goals into bookings: Why digital advertising issues through the inspiration part
The inspiration part is a golden window of alternative—when vacationers are most open to affect and the fitting message can spark motion. To succeed, journey suppliers should perceive who they’re focusing on and select the fitting channels to succeed in them. As traveler behaviors shift and new platforms emerge, visibility in the fitting locations is vital to driving engagement and bookings.
Digital media methods play a important function on this part. By utilizing traveler intent information and superior focusing on, accommodations and locations can ship customized, visually compelling campaigns throughout varied search, social media, and reserving platforms. These efforts assist bridge the hole between dreaming and reserving – guaranteeing that the fitting message reaches the fitting traveler at precisely the fitting second.
The methods highlighted on this report present clear, sensible steerage for the trade. Motels and locations that act on these insights are higher positioned to have interaction at the moment’s vacationers and convert early curiosity into bookings. For journey sellers utilizing the GDS, aligning messaging with the themes and priorities that resonate through the inspiration part—akin to personalization, security, and genuine experiences—can even improve visibility and impression.
Shaping the traveler journey from the beginning
From the attract of breathtaking views and genuine human connections to the rising energy of social media and immersive content material, vacationers in 2025 are looking for greater than only a vacation spot; they’re looking for which means. And for hoteliers, vacation spot advertising organizations (DMOs), and journey sellers, this presents a robust alternative to fulfill vacationers on the very second their goals take form.
For extra particulars, obtain the complete Journey Desires report.
About Amadeus
Amadeus makes the expertise of journey higher for everybody, in all places by inspiring innovation, partnerships and duty to folks, locations and planet.
Our expertise powers the journey and tourism trade. Inspiring extra open methods of working. Extra linked methods of considering, centered across the traveler. Our open platform connects the worldwide journey and hospitality ecosystem. From startups to huge trade gamers and governments too. Collectively, redesigning the journey of tomorrow.
We’re working to make journey a power for social and environmental good. A collective duty to guard and enhance the folks and locations we go to, guaranteeing journey continues to make optimistic contribution to our world.
We apply innovation to fulfill new wants, to resolve actual challenges. Our really numerous world workforce, made up of 150 nationalities, is obsessed with journey and expertise.
We’re an IBEX 35 firm, listed on the Spanish Inventory Change underneath AMS.MC. We have now additionally been acknowledged by the Dow Jones Sustainability Index for the final 13 years.
Amadeus. It is how journey works higher.
To search out out extra about Amadeus, go to www.amadeus-hospitality.com.
