Travel Report: Sustainability, Experiences And Food Are Big Draws
- by Steve McClellan @mp_mcclellan, February 5, 2025
Tampa-based marketing agency Spark, a specialist in travel and hospitality marketing has finalized its 2025 Travel Report, which is anchored by surveys of over 20 independent agencies located in over a dozen countries (affiliated with Worldwide Partners) and 700-plus global travelers.
Highlights gleaned from the consumer side:
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Sustainability matters: 24% of respondents said they are "very likely" to choose eco-friendly accommodations.
Food is a driver: Nearly 19% say local cuisine is “extremely important,” and 27% indicate a willingness to try new foods.
Travelers crave experiences: outdoor adventures, museums, and live music rank as top picks.
AI adoption is slow—just 15% use it now, but the opportunity for innovation is huge.
Insights from the agency survey include:
Sustainability is a must-have, with 42% of agencies prioritizing eco-conscious campaigns, from local cuisine to low-carbon travel.
Food tourism is huge—86% say culinary experiences are a top draw for travelers.
Social media is a game-changer, with Instagram still dominating (65%) and TikTok rising fast. User-generated content (UGC) is rated highly impactful by 80%.
AI is starting to shine, helping agencies personalize itineraries and predict what travelers want.
According to the report, “There’s a chance to demystify AI and show how it can make travel planning easier and more fun—no tech degree required.”
“Agencies are diving into AI to personalize travel planning, while consumers remain hesitant. Bridging this gap means agencies should focus on making AI tools intuitive and showing travelers how these innovations enhance their experience.”
By focusing on sustainability, immersive experiences, and technological innovation, the report concludes, “the travel industry can position itself for long-term success” and “foster deeper connections with travelers.”
Access the full report here.
