In 2024, Booking.com, a global leader in digital travel, unveiled its 2025 travel predictions, highlighting trends such as noctourism, “passports to immortality,” men-only wellness retreats, Spending Kids’ Inheritance (SKI) vacations, neuroinclusivity, vintage voyaging, and “the gate escape.” In Hong Kong, these trends are taking on unique local flavours, reflecting the city’s cultural values and evolving travel priorities.
Hong Kong’s 2025 travel trends highlight a shift towards thoughtful and transformative journeys. Noctourism sees 71% of travellers embracing darker sky destinations, with 66% planning evening or early morning activities to reduce climate impact. Intergenerational “SKI” trips are on the rise, with 86% of baby boomers funding family vacations to foster connections.
AI-powered itineraries attract 63% of travellers seeking tailored experiences, while 36% opt for responsible tourism by avoiding social media tags at lesser-known spots. “In 2025, technology is poised to revolutionise the way people travel,” Regina Chan, Area Manager, Taiwan and Hong Kong at Booking.com, told BurdaLuxury. “Booking.com forecasts a shift towards innovations that assist travellers in meeting the specific needs of their desired destinations, not just their personal preferences.” Nearly half (49%) of APAC travellers express interest in utilising AI to craft their travel plans. “AI also helps to aid over-tourism in discovering alternative destinations that can be shared responsibly with 38% of travellers will exercise caution in sharing location tags on social media to safeguard lesser-known destinations from mass tourism,” she said.
Sustainability also drives a “buy-as-you-go” trend, with 60% preferring to shop for vacation wardrobes during trips. “A notable motivator (24%) for sustainable travel is the belief in doing what is right,” said Chan.
Wellness tourism is booming, with 49% exploring longevity retreats and therapies like cryotherapy and red-light treatments. These trends reflect Hong Kong’s evolving focus on sustainability, family, and holistic well-being.
Meanwhile, Lonely Planet’s 2025 travel trends highlight emerging experiences like train hopping, slow travel, music-inspired tours, and extreme birdwatching. Local markets, drag shows, and underrated parks are on the rise, while food-focused travel continue to thrive, with dishes like Australia’s Lamington in demand. Arboreal adventures in unique forests and pristine beaches like Whitehaven and Squeaky Beach are also popular. “Lonely Planet has built its brand on our off-the-beaten path content,” Chris Zeiher, Senior Director, Trade Sales & Marketing for Lonely Planet, told BurdaLuxury. “We’ve always encouraged travellers to go ‘two streets over’ and explore beyond the obvious.”
Transformative Travel: The Heart of Wellness
Transformative travel is no longer a buzzword; it’s a demand. “In 2024, we observed a significant shift toward transformative travel, where guests seek experiences that promote personal growth and lasting impact,” said Ms. Kate Leff, CEO of REVĪVŌ Wellness Resorts in Bali. “Looking ahead to 2025, we expect these trends to deepen, with greater emphasis on personalisation and immersive experiences.”
At REVĪVŌ, this shift is evident in bespoke wellness journeys offered to their clientele. Whether focused on stress management, sleep enhancement, or holistic detox, guests value individualised solutions that cater to their specific needs. “To meet these expectations, we’ve expanded our personalised offerings, integrating advanced wellness technologies like biometric assessments and tailored nutrition plans with ancient healing traditions such as Ayurveda and traditional Chinese medicine,” Leff explained.
Chiva-Som International Health Resort in Hua Hin echoes this sentiment. “This year, there has been a significant rise in demand for wellness tourism that focuses on sustainability, climate consciousness, and personalised health optimisation,” said Khun Chanyapak Suwankantha, Wellness Director. The resort’s programmes – such as Natural Renewal and Gut Health – are designed with a comprehensive approach, integrating genomic, epigenetic, and microbiome analyses.
The Rise of Sustainability and Community Engagement
Sustainability has evolved from an optional practice to a core expectation. “Guests are increasingly prioritising wellness-focused experiences and sustainable travel options, reflecting a broader cultural shift toward mindful living,” noted Khun Nida Wongphanlert, General Manager of 137 Pillars Suites & Residences in Bangkok.
To align with this trend, 137 Pillars implemented over a dozen sustainability initiatives in 2024. “We recently joined the SLH Considerate Collection in December 2023 and continue striving to become the leading sustainable urban hotel,” Wongphanlert shared. Their efforts include planting 1,137 trees as part of a reforestation project in Ratchaburi Province and supporting community development programmes such as the Good Shepherd Bangkok Foundation.
Chiva-Som has also taken a holistic approach to sustainability. “Our offerings include sustainability-focused outdoor activities like beach volleyball and paddle boarding, enabling guests to reconnect with nature while maintaining an active lifestyle,” said Suwankantha. Guests are also invited to engage in environmental conservation projects, fostering a deeper understanding of sustainable living practices.
Slow travel on the rails is also making a comeback. “Choosing to travel by train is a much cleaner and more sustainable option than flying and these journeys themselves are as enjoyable as the end destination,” noted Zeiher. “Choosing to visit a lesser-known national park over one in demand spreads the traveller load and assists in combating over-tourism.”
Behind the scenes, PR companies like Heavens Portfolio are shaping the narrative around these emerging trends. “To promote slow travel, we emphasise itineraries that allow guests to linger longer and connect meaningfully with destinations,” said Christine Galle, Founder and Managing Director. Their campaigns highlight eco-conscious initiatives and culturally immersive activities, resonating with younger, value-driven travellers.
Heavens Portfolio is also keenly aware of the influence of Gen Z and Millennials. “These generations are reshaping the luxury travel landscape by prioritising meaningful, personalised experiences over traditional notions of opulence,” Galle noted. By leveraging influencer collaborations and user-generated content, they’ve crafted campaigns that align with these values.
Family Travel
The trend of “Spending Kids’ Inheritance” (SKI) will continue in 2025, with 46% of travellers preferring to go on a trip of a lifetime rather than leaving an inheritance, especially among baby boomers (49%) and the silent generation (40%), per Booking.com. However, multigenerational trips will rise, with 58% of travellers noting that their parents contribute to their holidays. These trips will focus on shared experiences, with 80% of boomers willing to fund their children’s and grandchildren’s vacations.
This has been reflected in hotel bookings. “We’re experiencing a surge in demand for our exclusive two and three bedroom luxury residences, driven by the rising trend of multigenerational family travel in 2025,” Reinhold Johann, General Manager at InterContinental Maldives Maamunagau Resort told BurdaLuxury. “Families are prioritising quality time together like never before, gathering under one roof to create lasting memories.”
Alex Wix, founder of specialist tour operator Wix Squared and specialist on Asia, Middle East and Morocco, is seeing a 50% increase in parents joining their children towards the end of their travels on their gap year for a couple of weeks. After children experience more rugged travels, such as community service or backpacking in developing countries, parents often treat them to a more luxurious trip. For example, a daughter who spent three months working in a school in Sri Lanka was later joined by her family to explore the country in style, staying in boutique hotels and travelling with a chauffeur-guide to visit tea plantations, wildlife parks, and beaches. “We are seeing families gaining great value from this as it offers a different enriching perspective to the traditional gap year adventure, and in their parents joining them, it brings the families closer together,” said Wix.
Multigenerational trips have increased by 80% in the last 12 months, driven by the pandemic’s impact and a rise in slow travel, with travellers spending more time in each destination. Popular destinations include Morocco, known for its accessibility, private boat charters in Indonesia’s Komodo Islands, and renting out boutique hotels or villas in Sri Lanka. The average trip length has also increased from 7 to 12 nights. The rise of competitive tourism is driving adventurous travel for all ages, inspired by shows like BBC’s Race Across the World. This trend sees travellers embracing challenges, testing their limits, and engaging in unique, competitive experiences, making travel more dynamic and interactive for participants of all generations.
Digital Nomadism and Bleisure Travel
The post-pandemic era has seen the rise of digital nomadism and bleisure (business and leisure) travel. “We’ve observed a significant increase in monthly stays compared to pre-COVID times, driven by the growing number of digital nomads,” shared Wongphanlert of 137 Pillars. To cater to this market, the property offers a mix of residences and luxury suites designed for work-life integration.
REVĪVŌ is also tapping into this trend by introducing virtual follow-up sessions and digital diagnostic wellness tools. “This reflects our commitment to creating transformative and sustainable guest experiences,” said Lonely Planet’s Chris Zeiher. “Given social media algorithms dictate what we’re fed it’s important that we meet the audience where they are.”
Personalisation at the Core of Luxury Hospitality
Across all aspects of luxury travel, personalisation remains paramount. “As personalisation remains at the core of luxury hospitality, we will continue refining our services to deliver exceptional, tailored experiences,” said Wongphanlert. For instance, 137 Pillars’ “Louie Tour with our butler” offers an exclusive glimpse into Bangkok’s cultural heritage.
Chiva-Som is also leading the charge in personalised health and wellness. “Tailored programmes addressing sleep health, stress management, and hormonal balance have become increasingly popular,” Suwankantha stated. Their advanced diagnostic tools enable the creation of individualised wellness pathways, catering to both physical and mental health needs.
Culinary Tourism: A Key Driver of Travel Decisions
Food has become a central component of luxury travel, particularly in the Asia Pacific region. “According to our New Luxe Landscapes report, food is increasingly influencing travel decisions among luxury travellers in Asia Pacific, with 88% of high-net-worth travellers prioritising gastronomy as a reason to travel,” revealed Petr Raba, Vice President of Food & Beverage, Asia Pacific (excluding China), Marriott International.
The sentiment is reflected at Marguita, the dining gem of Baur au Lac in Zurich. “A shift is underway from formal fine dining to more inclusive, holistic dining experiences that create a relaxed yet refined atmosphere,” said Sabina Hanselmann, Director of Marketing and Communications. Marquita’s Mediterranean menu, coupled with a blend of indoor and outdoor dining, embodies this trend.
“We have seen a notable increase in experiencing food in different cultures with it appearing on 20% more of the guest criteria for trips and hence we have developed more food oriented experiences, such as street food tours, beautiful and exquisite private locations for gourmet picnics, cooking experiences, wine tasting experiences, expert chefs and foodies to create tailor-made experiences, booking Michelin-starred restaurants,” added Wix. “The trend that has generated most interest from our clients is the rise of competitive tourism, from families, friends, and couples who are seeking more enriching, engaging and meaningful cultural travel experiences.”
Looking ahead, emerging culinary capitals in Asia-Pacific are set to redefine the gastronomic landscape. “Our ‘Future of Food 2025 report identifies ten emerging culinary capitals in Asia Pacific,” Raba shared, listing destinations like Bali, Ho Chi Minh City, and Tasmania. Each location offers unique flavours and traditions that are increasingly drawing food-focused travellers.
Bali, for instance, has embraced the farm-to-table movement. “Health-conscious travellers are drawn to organic and locally sourced ingredients,” Raba explained. Similarly, Jeju Island’s local specialties, such as black pork and fresh seafood, are enjoyed against the backdrop of stunning coastal settings. “This shift is evident in the growing demand for gourmet food tours, exclusive chef-led experiences, farm-to-table dining, and finding opportunities to taste local flavours and dishes that they are unfamiliar with and not available in their hometowns,” said Raba. “Additionally, travellers are increasingly interested in unique culinary events and festivals, indicating a trend where gastronomic exploration is becoming a central aspect of luxury travel, reshaping itineraries to focus on food-centric adventures rather than conventional tourist attractions.”
“Given the incredible variety of food options that can be found throughout the Asia-Pacific I’d suggest Local Flavours and Marvellous Markets are two trends that the region will wholeheartedly embrace,” shared Zeiher. “Eating and travel are inextricably mixed, no matter what your tastes and every destination that distinct and delicious local flavours, whether it’s Bibimbap in South Korea, Momos in Nepal, a Biryani in India, or Hoppers in Sri Lanka. And there’s no better way to understand a destination than by shopping at a local market.”
Culinary tourism in Asia Pacific, projected to reach a market value of US$6.2 trillion by 2033, is poised to drive global travel recovery over the next 3-5 years, fuelled by trends outlined in the Future of Food 2025 report.
BurdaLuxury’s Lens
As 2025 approaches, the luxury travel and wellness industry stands at the intersection of personalisation, sustainability, and transformative experiences. For travellers, the message is clear: the future of luxury is purposeful, and the journey is as important as the destination.
