Future
of travel
Looking to the horizon
2025 is set to be part of a transformative era for travel
With the wheels already in motion, we see the industry embracing technologies such as AI and dynamic pricing promotions to balance growing demand with economic challenges. A focus on sustainability will be crucial for all as new environmental regulations take effect, and with conscious travel on the rise, travellers will increasingly seek out information and trip types to have a positive impact.
Hugh Aitken
VP, Strategic Relations & Development, Skyscanner
“Many airlines are adopting new technologies and at pace to better serve travellers, and to respond to market demand, including through AI-driven revenue management decisions and more personalised and dynamic offers.
At the same time, airlines are grappling with global macro-economic pressures and geo-political issues which are putting strain on routes and profitability.
However, our data shows that travel demand remains resilient, and travellers are adapting their itineraries as they seek out collective experiences. This blend of resilience, ingenuity and innovation from both travellers and airlines looks set to make next year a transformative one for all. Looking ahead, we expect the market to become more active with seat sales and promotions as airlines compete for share of wallet.”
Piero Sierra
Chief Product Officer, Skyscanner
“We’re entering a new era of travel search. Rapid developments in generative AI, travel retailing and social shopping are changing how travellers find inspiration and compare flight, hotel and car hire options. Travellers’ opportunities, challenges and the need for information are evolving and so we’re building the next generation of search tools to help guide travellers from dreaming about their destination to making it a reality.”
Martin Nolan
Chief Legal Officer and Skyscanner Sustainability Expert
“2025 sees travellers make far more conscious decisions about how their travel behaviours impact their lives and the lives of others.
This trend will only continue to grow, as over a quarter of global respondents surveyed for this report told us that their travel will change in the future, seeking to visit less touristed areas or ensuring they have a more positive impact on the communities they visit.
Travel can bring a myriad of economic benefits, but these benefits need to be better spread across communities and economies. That’s a problem the industry must play a key role in addressing. More than a third surveyed say that their biggest barrier to visiting an under-touristed destination is understanding where to go and having the confidence that there’d be enough to do there. So, by inspiring travellers to look at alternatives to the big-ticket capital cities and popular destinations, we can not only help them to support local communities, but also help to reduce over-tourism and encourage tourism dispersal.
The industry’s impact on the environment means we’ll see increasing action from regulatory bodies as carbon reduction measures and governance are imposed on flights – the Carbon Offsetting and Reduction Scheme for International Aviation will become mandatory for most international flights by 2027, while the EU will require that fuel producers have 10% Sustainable Aviation Fuel in their fuel by 2030.
Others, such as a possible kerosene tax currently being discussed in the EU, and the EU’s Emissions Trading System, are coupled with operational measures, such as modernising and improving air traffic technologies and systems. It is likely this will have an impact on airline bottom lines, but, reassuringly for travellers, only a modest impact on ticket prices, as illustrated by Lufthansa’s recent environmental cost surcharge. These operating shifts will provide a greater degree of consistency for travellers seeking to understand the impact of their travel, empowering us all to make informed decisions.”
At Skyscanner, we highlight alternative destinations via our Underrated Destinations inspiration feature.
Our data also helps tourism boards understand where they should focus on new audiences and visitors. We as an industry can also use our platforms in partnership: as an example, Skyscanner recently ran a campaign for Visit Britain in Australia, with the objective of promoting travel beyond London, specially promoting travel into Manchester and Edinburgh as alternative gateways and providing inspirational content around this.
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