From Cold-cations to Concerts: What’s Hot (and Cool) in Travel Now

The travel landscape is evolving in interesting new ways shaped by unprecedented global events, the influence of social media, increasing climate awareness, and the growing desire among travelers to have more purposeful experiences. To successfully meet the need for designing trips that go beyond the traditional, travel advisors must stay current on emerging travel trends and know how to leverage them for their clients.

Here’s a look at seven travel trends gaining momentum right now, and how advisors can tap into them to create more meaningful itineraries.

1. Set-Jetting: Chasing Screen-Worthy Scenes

Set-jetting—travel inspired by film and television—is more than a pop culture fad. Fueled by binge-worthy streaming series and cinematic blockbusters, travelers are booking trips specifically to walk in the footsteps of their favorite characters.

From the dramatic Scottish landscapes of Outlander to the sun-drenched Amalfi Coast featured in The White Lotus, clients are asking to visit filming locations that offer immersive, story-driven experiences. And it’s not just international; U.S.-based destinations like Montana (thanks to Yellowstone) and New Mexico (Breaking Bad and Better Call Saul) are also drawing travelers.

Advisor tip: Ask clients about their favorite shows and movies during the planning process. You might uncover a hidden desire for a destination they didn’t even know they wanted to explore.

2. Concert Tourism: Following the Music

The global boom in mega-tours—from Taylor Swift’s record-shattering Eras Tour to Coldplay’s sustainability-focused stadium concerts—has ushered in a new era of concert tourism. Travelers are planning entire vacations around seeing their favorite artists live, often combining performances with longer stays in destination cities.

This trend spans generations, from Gen Z fans flying to Europe to catch exclusive shows, to Boomers building weekend getaways around legacy acts.

Advisor tip: Keep an eye on international tour schedules and venue calendars. Packaging concert tickets with flights, hotels, and local experiences can turn a one-night event into a high-value booking.

3. Cold-cations: Chilling Out in Cooler Climates

As climate change drives record heat waves across southern Europe, Asia, and parts of the U.S., more travelers are seeking cooler destinations (dubbed “cold-cations” or “coolcations”) for relief. This vacation trend takes place in a cooler climate, often as an alternative to traditional hot-weather destinations, especially during the summer months. It has emerged as a response to rising global temperatures and a desire to escape the heat and crowds associated with popular destinations. 

Destinations like Iceland, Sweden, Denmark, Norway, Scotland, The British Isles, British Columbia, Alaska, and other mountainous regions of the U.S. and Canada are seeing an uptick in summer bookings.

Advisor tip: Promote high-latitude or mountainous destinations as summer alternatives. Tie in wellness and nature experiences to create itineraries that feel restorative and climate conscious.

4. Sports Tourism: Beyond the Stadium

Travelers are increasingly willing to cross borders to watch major sporting events, and it’s not just the Olympics or the Super Bowl. Formula 1, international soccer matches, tennis grand slams, and even college football games played overseas are drawing global audiences.

But beyond spectating, many travelers want to participate, too, and are signing up for cycling tours, hiking treks, or even amateur sports camps in iconic destinations.

Advisor tip: Offer curated packages around major sporting events, including fan experiences, exclusive access, and post-game excursions. For active travelers, look into participatory sports tours like golf vacations, ski trips, or yoga retreats tied to local events.

5. Wellness Travel 2.0: Mind, Body, and Soul

Wellness travel isn’t new, but it is evolving. Today’s travelers are looking for more than a massage and a smoothie. Instead, they want science-backed programs, mental health tools, spiritual enrichment, and sustainable practices. Think silent retreats, forest bathing in Japan, ayurvedic cleanses in India, or longevity-focused stays at medical spas in Switzerland.

Interestingly, this trend overlaps with another growing curiosity: the world’s five Blue Zones—areas known for high longevity, including Sardinia (Italy), Okinawa (Japan), Nicoya (Costa Rica), Icaria (Greece), and Loma Linda (California). Many are in temperate, wellness-oriented climates, making them even more attractive to travelers rethinking where and how they want to vacation.

Younger travelers are especially drawn to emotional well-being and mental reset experiences, with some even looking to combine wellness with adventure or cultural immersion.

Advisor tip: Identify clients who may be feeling burned out or overwhelmed, and suggest retreats that match their personality—whether it is holistic healing, fitness-focused, or spiritual rejuvenation.

6. Regenerative Travel: Leaving Places Better

While sustainable travel has become a must, regenerative travel takes it a step further. It emphasizes experiences that actively improve the destination—supporting local communities, restoring natural ecosystems, and participating in hands-on conservation work.

Travelers, especially Millennials and Gen Z, are asking deeper questions about where their money goes. They want to contribute positively, not just tread lightly.

Advisor tip: Partner with tour operators and hotels that embrace regenerative practices. Highlight opportunities for clients to engage in volunteerism, indigenous cultural exchanges, and eco-restoration projects during their trip.

7. Microcations and “Hush” Trips: Less Time, More Intention

As remote and hybrid work continue to reshape routines, travelers are taking more frequent, shorter trips—often blending business and leisure. Some are even taking unannounced “hush” trips, where they work remotely from a vacation spot without formally notifying their employer.

These microcations allow people to recharge more often, with less planning and time off required. Flexibility is key, and clients are looking for easy-to-reach destinations, Wi-Fi-enabled accommodations, and activities that fit into a three- or four-day window.

Advisor tip: Create quick-getaway packages focused on themes like relaxation, food and wine, or outdoor adventure. Promote weekday travel when availability and pricing are better, especially for clients working flexible schedules.

The Takeaway

Travel in 2025 is dynamic, experience-driven, and deeply personal. Whether it’s a group of college friends flying to a concert in London, a couple hiking in Iceland to beat the summer heat, or a retiree heading to Okinawa to explore longevity secrets, today’s travelers are seeking more than just a change of scenery—they want trips that align with their passions, values, and well-being.

For travel advisors, that means asking the right questions, staying on top of cultural trends, and crafting itineraries that speak to what matters most to their clients.

FROM THE SPONSOR:

With more than 50 years in business, Delta Vacations — a Delta Air Lines company — is one of the largest vacation providers in the U.S. offering elevated, all-in-one, customized and flexible vacation experiences designed for SkyMiles® Members. With Delta Vacations, SkyMiles Members can choose memorable getaways that feature Delta’s notable flight service to more than 300 destinations in 60 countries worldwide, combined with expert recommended hotels, rides and activities that truly Go Beyond the Flight. Travel advisors can find more information about vacation offerings and how to better maximize their clients’ SkyMiles benefits at https://www.worldagentdirect.com/login.