Hot Destinations, Consumer Trends & AI: TMR’s Outlook on Global Travel Trends

European destinations continue to be a popular choice for U.S. and Canadian travelers, but high airfare costs and limited flight options are posing a significant challenge for booking trips outside of North America.

This is according to Travel Market Report’s Outlook on Global Travel Trends, 2025, released today. The new report offers insight on booking behavior around the world, shedding light on topics such as the most popular European countries, average trip length, and the experiences driving travel sales.

For the Outlook, TMR surveyed 682 travel advisors from the U.S. and Canada in April 2025.

Advisors shared that North American vacations are driving travel sales, accounting for 39% of gross sales in 2024. Europe was a close second at 34%, followed by Asia-Pacific (10%), Central and South America
(9%), and the Middle East and Africa (8%).

The Outlook also explored booking behavior. Bucket list experiences continues to be the main driver post-pandemic, with 82% of advisors saying it was a key motivator for clients booking vacations outside of North America. Respondents also cited celebrating special occasions (71%), historical exploration (67%), and curiosity and exploration (63%) as other prominent factors.

TMR’s latest research also looked at AI use by travel advisors. The industry is still cautious about this emerging technology and how it can be implemented into everyday workflows; however, 60% of advisors shared that they are interested in using AI for improved booking and management tools.

With further insight on accomodation preferences, in-destination activities, and client segments, we hope that TMR’s Outlook on Global Travel Trends proves to be a valuable tool for growing your travel business.

The outlook is now available to read online and on the TMR Training Page.