The Fastest-growing Traveler Segments and How Hotels Can Attract Them

The travel industry evolves fast, and so do people’s travel habits and preferences.

Whether you run a 50-room hotel or a cozy B&B, staying on top of travel trends can only benefit your property. It allows you to perfect your marketing strategy, attract more guests and enhance their experience.

In 2025, overall travel trends are leaning toward immersive, experience-driven stays that are preferably sustainable. Guests are no longer just looking for a place to sleep – they’re searching for authentic, meaningful moments and total experiences.

In this article, we’ll explore ten popular types of tourism for 2025 and offer concrete ways to attract each of these traveler types. While you can’t please everyone, there’s a good chance that one or a few of these segments align perfectly with your property’s characteristics.

What are traveler segments?

Travel segments are related to the various forms of travel, like ecotourism, solo travel, wellness tourism, and so on. These tourism types can be distinguished by the main motivation of the traveler and the activities or experiences they seek to engage in during their trip.

Each traveler type has its own travel purpose and preferences, which influence their choice of destination, services and accommodation type. Knowing your target segments allows you to attract more guests and offer tailored experiences to enhance satisfaction.

Why attracting diverse traveler segments is a smart strategy

One of the biggest strengths of independent hotels is the freedom to shift focus and specialize. Unlike large chains, you’re not bound by rigid brand standards – meaning you can craft unique, highly personalized stays.

Whether you’re appealing to remote workers, solo travelers or wellness seekers, this ability to tailor your offering gives you a distinct competitive advantage.

Targeting specific tourism segments allows for:

• More effective marketing: Craft messages that speak directly to specific guest types, making them extra convincing.

• Stronger brand identity: Stand out in a crowded market by positioning yourself as the go-to option for a certain kind of traveler.

• Optimized revenue: Tailored packages, extras and complete experiences justify higher pricing, boosting your earnings per available room.

• Steady occupancy rates: A flexible, diversified targeting strategy helps you generate bookings year-round.

• Enhanced guest satisfaction: Today’s hotel guests appreciate experience-rich stays and custom perks, which can lead to positive reviews, repeat bookings and referrals.

Catering to certain types of tourists doesn’t mean you have to compromise your entire identity or ban other guest segments from your property. Instead, use the tips in this blog to strengthen your core positioning while also expanding your reach and appeal.

1. Sustainable travel and ecotourism

An increasingly large proportion of travelers choose sustainable options when making travel plans, driven by growing awareness and concerns around climate change. Eco-conscious Gen Z and Millennials, especially, are leading the way to sustainable tourism. The aim is to minimize the negative impact of tourism on the environment and the destination itself. 

On the other side of this trend, accommodations are encouraged by governments and booking platforms to embrace environmentally friendly practices. Some booking sites now highlight sustainability credentials, boosting those properties’ visibility.

What these travelers are looking for:

• Certified eco-friendly properties

• Transparency on sustainability practices

• Flight-free getaways closer to home

• Low-emission transportation options

• Carbon-neutral experiences (like hiking and cycling)

• Local, organic food

• Activities that positively impact local communities

How to attract these travelers:

• Make your accommodation more eco-friendly where possible: solar panels, initiatives to reduce waste, water-saving measures, community involvement, … Even small changes can have an impact.

• Showcase these sustainability efforts on your website, booking platforms and social media.

• Get certified. Eco-certification programs like Green Key, EarthCheck, Green Globe, Ecostarts or local initiatives – like the EU Ecolabel – give you more credibility and set you apart from competitors.

• Partner with local communities and businesses to provide authentic cultural products and services.

• Create and promote packages centred around eco-friendly experiences. You can offer rates including zero-km brunch, hike survival kits or rental bikes, for example. Be creative with it and give your arrangements enticing names like “The Nature Lover Package”.

2. Workations or bleisure travel

Blending business and leisure in a workation or bleisure trip has been gaining serious traction ever since the pandemic standardized remote work for many employees.Throughout 2024, Brits used the search query ‘working nomad’ 82% more frequently than the year prior, according to Accor. 

These so-called digital nomads are using paid leave more creatively to stay abroad for weeks or months on end. Employers have become much more flexible and even organize workations as a form of team building to bolster job satisfaction. Many countries now issue digital nomad visas in response to this trend.

This new form of travel allows families to combine work schedules with school holidays and reduces vacation guilt for individuals wanting to enjoy a break without neglecting their career. Characterized by a longer Length of Stay (LOS), bleisure travelers are an interesting segment to fill rooms for extended periods, driving up your profit margins.

A good workation requires two elements: a worthwhile travel destination and accommodation equipped for working remotely. These trips can take the form of split-day routines – working in the mornings and unwinding in the afternoons – or extend a business trip into a leisure stay. 

What these travelers are looking for:

• Fast and stable internet

• Quiet yet inviting workspaces

• Coworking spaces and meeting rooms

• Wellness activities

• Easy access to nice outdoor areas

How to attract these travelers:

• Work with OTAs that focus on corporate (group) bookings (e.g., TravelPerk, HRS) and offer business rates on your own website.

• Provide reliable, high-speed internet across your property, with both WiFi and wired connections.

• Highlight key amenities on your website and booking channels: fast Wi-Fi, well-equipped workspaces and outdoor areas.

• Offer workation rate plans and “Digital Nomad” or “Work-From-Hotel” packages that include discounted long-term stays or group bookings, (co)working facilities, room service for lunch and spa/gym access. You can even offer an in-room computer monitor as a valuable add-on.

• Market “Work + Play” packages including off-site activities in the afternoon, like a guided tour or museum visit.

• Do you want to save your weekends for other guest types? Create attractive weekday specials to encourage midweek bookings.

3. Solo travel

Solo travel used to be a niche for adventurers looking for one-of-a-kind experiences, but it has grown into a true movement in 2025. Solo travelers aren’t waiting for the perfect travel companion, they’re embracing the freedom, spontaneity and empowerment that comes with exploring the world solo.

Content creators on social media play a big role in the boom of this traveler type, inspiring travelers through TikTok videos and Instagram reels. Solo travel has become increasingly popular with women too, thanks to safety tips and destination recommendations from influencers.

What these travelers are looking for:

• Local experiences that feel authentic, but are fun to do on your own

• Accommodations that offer a sense of security

• Accommodations with shared spaces where travelers can connect

• Opportunities to meet people without having to book group trips or activities (e.g. communal breakfast)

• Flexible bookings

• Budget-friendly rates without single supplement fees

How to attract these travelers:

• Offer solo-focused rate plans that don’t charge extra for single occupancy.

• Create and promote “Self-Love” packages that cater specifically to solo travelers (e.g. including welcome gift, spa treatment, personalized local guide etc.).

• Organize and advertise group activities and events where like-minded guests can meet each other (e.g., group dinners or tastings, workshops, guided walks, trivia nights etc.).

• Highlight any solo-friendly facilities (either on site or nearby) on your website and other channels.

• Provide safety tips and solo itineraries that include guest reviews and guest experiences.

• Share solo travel tips and recommendations on social media or via other campaigns, highlighting why your accommodation is the ideal option for these travelers.

• Dedicate a section on your website (or a package description page) to solo travel where you can highlight interesting amenities and experiences for this segment.

• Convey a sense of safety, warmth and reassurance in your communications and photos.

• Present yourself as an always-available host or team that is ready to provide local insights and recommendations.

4. Agritourism and rural escapes

As the world gets louder, faster, and more digitally connected, more travelers are turning to the countryside to disconnect. This type of tourism emphasizes sustainability and connection with nature. Whether it’s a weekend on a vineyard or a stay in a restored farmhouse, agritourism and rural escapes offer something that’s extremely rare nowadays: peace and quiet.

Agritourists aren’t just escaping the city, they’re actively seeking authentic, grounded and hands-on experiences. They are eager to participate in farm activities, enjoy fresh, farm-to-table meals and seek to gain insight into rural traditions and lifestyles. It’s about finding meaning in the rhythm of rural life, supporting local producers and recharging.

The global agro-rural tourism market is expected to grow steadily from 2025 to 2035 because of rising demand for experiential traveling, sustainability and interaction with local communities.

What these travelers are looking for:

• Hands-on farm stays, vineyard visits and nature retreats

• Quiet, scenic locations where they can immerse themselves in nature

• Laid-back activities, like picnicking and stargazing

• Local produce, farm-to-table dining, farmers’ markets and local artisans

How to attract these travelers:

• Offer authentic experiences, like fruit picking, farming workshops, vineyard tours or caring for farm animals.

• Work together with local artisans to offer workshops, tastings or dinner experiences.

• If possible, highlight your rustic charm and comfort through photos and descriptions.

• Position your property and rooms as a relaxing, quiet environment.

• Promote local rural events, festivals and activities on your website and social media.

5. Coolcations

When you think of summer vacations, you might picture tropical beaches and resort-style pools. But in 2025, a growing number of travelers are rethinking their summer escape. Enter the coolcation: a booming travel trend where vacationers actively seek cooler climates or higher altitudes. As a result of climate change, more vacationers are opting for mild, temperate destinations instead of the usual sun-drenched hotspots.  

Countries like Iceland, Scotland, Finland and parts of Canada are rising in popularity thanks to their naturally cooler summers. With more and more record-breaking heat waves over the last couple of years, Google Trends showed a 300% increase in searches for ‘cooler holidays’ last year. If you are located in a mild-summer climate, this travel trend poses a great opportunity.

What these travelers are looking for:

• Comfortable climates like mountains, forests, northern coasts…

• Fresh air, lakes, hiking trails, shaded areas, and natural swimming spots

• Experiences that celebrate nature, movement, and relaxation without the heat

• Less crowded, lesser-known spots

How to attract these travelers:

• Offer “Breezy Summer” and “Coolcation” packages that include outdoor or indoor experiences.

• If your destination does experience hot summers, provide attractively priced off-season rates and package deals.

• Promote activities and attractions that allow guests to escape the heat.

• If your rooms have airconditioning, make sure to emphasize this in your room descriptions and on your booking channels.

• Market your destination’s “cool factor”: altitude, breeze, shaded areas, swimming facilities, poolside umbrellas …

• Communicate about the benefits of a coolcation and position your property as the perfect place for it.

• Curate seasonal guides, blogs and social posts to inspire potential guests, for example featuring breezy hikes, alpine picnic spots or nearby forests.

6. Sports tourism

Whether it’s attending a live match, participating in a bucket-list marathon or cycling scenic routes, sports tourists are fusing their love of sports with their love of travel. It’s about more than fitness – it’s about purpose and shared experiences.

Post-pandemic, there’s a renewed focus on health, fitness and active life, and travel habits evolved accordingly. Millennials and Gen Z are leading the way in this booming travel trend. We’re seeing a sharp rise in fitness vacations and challenge tourism, as travelers sign up for triathlons, marathons and cycling events in dream destinations. 

Amateur athletes are more willing than ever to travel for personal goals, while sports events remain a powerful magnet for spectators too. Fans are crossing borders to attend events – from the Olympics in Paris to Formula 1 races all across Europe – transforming these trips into full-fledged travel experiences. 

What these travelers are looking for:

• Proximity to sports events, trails and training environments.

• Athlete-friendly amenities like healthy meals, early breakfasts, wellness and recovery services.

• Flexible booking for travel around event dates

• Sports facilities, gear rentals, training programs

• Social, team-based experiences

How to attract these travelers:

• Collaborate with local sports events to create experience-rich packages, optionally including transportation to and from event locations or themed merchandise.

• Offer special deals or discounts to spectators attending nearby sports events.

• Offer tailored amenities, perks and bookable add-ons like early breakfasts, healthy lunch to-go, nutritional snack packs, gym access and recovery services.

• Highlight healthy food options on your website, socials and OTA listings.

• Make sure you know the sports calendar, so you can promote them through various well-timed campaigns and communication channels.

• Dedicate a section of your website to sports-related events and activities nearby.

7. Pop-culture tourism

Pop-culture doesn’t only influence what we watch, it’s also shaping tourists’ choice of destinations. With Millennials and Gen Z driving the trend, fueled by Reels, TikToks, and geo-tagged fan content, tourism in pop-culture-related destinations is bigger than ever.

Famous filming locations have always been tourist hotspots, but in recent years this trend has expanded to music events and other pop culture references. In a survey conducted by Accor, they conclude that 24% of Brits would love to visit the real-life location where their favorite movie or TV series was filmed. 

One of the reasons for this sudden increase in popularity is viral content on TikTok and Instagram. Travelers aren’t just passively watching their favorite shows, movies and music videos, they’re actively following them, tracing the steps of favorite characters, actors and artists. From a bookstore featured in a popular K-drama to a graffiti wall seen in a music video, these iconic pop-culture moments spread fast.

What these travelers are looking for:

• Iconic filming locations 

• Pop-culture-themed attractions, experiences and stays

• Instagrammable places

• Guided or self-guided tours tied to shows, movies, music or books

• Unique souvenirs and memorabilia

How to attract these travelers:

• Tap into trends with special offers, packaged stays or even room interiors that fit a popular theme.

• Keep an eye on social media to spot any viral pop-culture trends that can be relevant to your property or destination.

• Stay up to date on nearby pop-culture events, like conventions or concerts, so you can target their fandoms with themed offers.

• If applicable, highlight your proximity to iconic filming locations or other pop-culture attractions. Perhaps your own property has served as a movie set without your guests even knowing?

• Partner with local businesses to offer themed activities or products that guests can purchase on top of their stay.

• Collaborate with micro-influencers within pop-culture traveler communities.

• Create photogenic, sharable nooks within your hotel that guests will want to share on their social media. This drives valuable user-generated content about your accommodation.

8. Slow tourism

More and more travelers are trading jam-packed itineraries for personal experiences in 2025 – slow tourism is trending. Rather than racing through every hotspot or checking attractions off a bucket list, slow travelers choose quality over quantity. 

They might spend a week in one small town instead of city-hopping, linger at local cafés, take language lessons or simply stroll around. Their goal isn’t to ‘do it all’ – it’s to truly be there. Slow travelers seek connection, not consumption. They want to be where the locals are, visiting markets or low-key restaurants in non-touristy areas. 

This mindful approach to travel is resonating more than ever, especially among those seeking authenticity and a break from overstimulation. Fast-paced lifestyles and rising cases of burnout push people to slow down and avoid popular destinations that deal with overtourism.

What these travelers are looking for:

• Lesser-known destinations without too many tourists

• Local-life experiences: markets, traditions, authentic cuisine, …

• Workshops or guided activities, like cooking classes or craft sessions

• Natural phenomena, like the northern lights and solar eclipses – wherever they may occur

• Quiet, cozy accommodations that feel like home

• Longer, highly personalized and flexible stays

How to attract these travelers:

• Offer longer-stay discounts and flexible rates.

• Highlight local connections by promoting nearby artisans, farmers or restaurants.

• Collaborate with local businesses to offer packages including unique activities.

• Show the unique story behind your region or property on your website and booking channels.

• Create an inviting, unrushed space for your guests and convey this laid-back vibe through your room descriptions and imagery.

9. Hyper-local tourism

More and more people seek immersive cultural experiences, often within their immediate surroundings rather than traveling far. Attracted by small-scale festivals, art walks and culinary events, for example, these travelers crave a deeper connection with local culture.

For this traveler segment, experience beats destination. They try to avoid typical tourist hotspots, opting instead for off-the-beaten path destinations. Hunting for so-called ‘hidden gems’ and ‘dupe destinations’ – often closer to home – is extremely popular.

What these travelers are looking for:

• Affordable stays, often on the shorter side and closer to home

• Unique, authentic accommodations

• Immersion into the local culture

• ‘Instagrammable’ places

• Cultural heritage sites and activities

• Unique local events and experiences

• Traditional regional cuisine

How to attract these travelers:

• Don’t just list your property on Booking.com and Expedia. Work with local booking platforms and OTAs that focus on unique properties (e.g., Historic Hotels) or specific experiences.

• Dedicate a section of your website to local events, hidden-gem attractions and cultural activities, and promote them on social media. Create “Local Adventure”  packages that include these added experiences.

• Engage in partnerships to offer breakfast, tastings or cooking classes featuring local specialties.

• Collaborate with local tourism boards and micro-influencers.

• Promote seasonal events, like festivals, food fairs or art walks.

• Curate itineraries with catchy titles like “How to spend 48 hours in [your city]” or “10 hidden gems in [your city] that you probably haven’t heard of”.

• These travelers often book last minute and via mobile – inspired by social media posts and travel bloggers. Ensure your website and Booking Engine are fully responsive, and be bookable via Google Maps and social media as well.

10. Wellness tourism

Mental and physical health have become a primary focus for many travelers, a trend that isn’t surprising given the growing awareness around topics like stress and burnout. In its 2025 travel trends report, Pride of Britain Hotels highlight an increased demand for wellness, with 81% of survey respondents showing interest in wellness activities. 

From hiking getaways to spa weekends, wellness tourists seek experiences to relax, recharge and reconnect with nature. 

What these travelers are looking for:

• Peaceful, quiet accommodations

• Nature immersion

• Spa services

• Physical activities (e.g., yoga, pilates, cycling or hiking)

• Mental health activities (e.g., meditation or mindfulness sessions)

• Healthy, organic food

How to attract these travelers:

• List your property on niche OTAs that specialize in wellness retreats.

• If your hotel has spa or fitness facilities in house, make sure to promote them on your website, socials and booking channels.

• Highlight your proximity to nature, hiking trails or fitness/wellness centers, if applicable.

• Offer physical and/or mental health classes, either on site or in partnership with nearby businesses. 

• Collaborate with a local instructor or nutritionist to organize interesting group lessons.

• Curate unique packages with wellness-inspired names like “Digital Detox” or “Ride and Relax”. These arrangements can include a healthy breakfast, bike rental, yoga session, massage, spa access, etc.

• Create and promote a healthy menu for your hotel restaurant.

• Offer in-room fitness amenities like weights, resistance bands and a yoga mat or wellness kits featuring detoxifying teas and essential oil diffusers.

Evolve with travel trends to stay ahead

As travel continues to evolve, hotels that adapt to emerging trends can capture more bookings and unlock greater revenue potential. 

By identifying the traveler segments that match your property and tailoring your offerings accordingly, you can boost visibility, elevate guest satisfaction, gain a competitive edge and improve your bottom line. 

Whether you run a large independent hotel or small B&B, Lighthouse equips you with the data insights and automation tools you need to capitalize on the latest travel trends. Our AI-powered platform enables you to offer the right rates on the right channels and drive more direct bookings effortlessly – helping you stay profitable while you can focus on your guests.

Curious to see how Lighthouse can help you run your property more successfully in a fast-changing travel industry? Reach out to our team below to request a free demo of our complete solution for independent hoteliers.

About Lighthouse

Lighthouse (formerly OTA Insight) is the leading commercial platform for the travel & hospitality industry. We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth. We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.

Trusted by over 65,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners – their success is our success.

This article originally appeared on Lighthouse.