What is the driving force behind travel? Amadeus: Travel Dreams report, the journey begins long before a booking is made – it starts in the inspiration phase, where emotion, storytelling, and digital influence come together to shape a traveler’s next great escape. The report, which drew on insights from 6,000 travellers in six countries, reveals that travelers are increasingly looking for more personalized, emotional, and tech-enabled experiences.
Take a look at the most compelling research that sheds light on the way travelers dream, plan, and ultimately decide where to travel next.
Changes in travel inspiration
The Travel Dreams report delves into the pivotal Inspiration phase Travel offers a global perspective of how travelers start to imagine their next adventure. The journey is increasingly a result of a spark rather than a solid plan. Therefore, it’s important to understand what travelers want early in the planning process.
Travelers who were asked what information they wanted to have about a destination prior to their trip highlighted several key areas. These included the best places to dine (54%), directions (49%), safety advice (44%), as well as hidden gems offering off-the-beaten path experiences (43%). These preferences show a growing demand for authentic, personalized exploration and practical guidance.
Travel inspiration is changing rapidly. Digital platforms are replacing traditional channels such as newspaper ads and travel agents in person. Social media influencers now play a pivotal role—especially in China and India, where 50% of travelers cite them as key sources of inspiration, followed by 27% in the U.S. Gen Z (those aged 18-27) leads this trend, with 42% influenced by travel creators and 45% naming social media as their top source of travel inspiration.
The way in which inspiration is obtained varies by region. French and American travellers often look to their family and friends for inspiration (54% and respectively 55%), while in the U.K. many cite television (41%). These insights highlight the importance a diverse marketing approach that takes into account both generational preferences and cultural ones.
What drives travelers to choose?
Natural beauty is the top choice for leisure travelers when it comes to choosing a destination. This is followed by local cuisine (37%), cultural and historic experiences (48%), and wellness offers (37%). The appeal of stunning landscapes transcends generations—from 51% of Gen Z to 72% of travelers aged 79 and above who say it’s their number one motivator.
Visuals of high quality are also important. 64% say that compelling images and videos showing scenery and attractions play a key role in their decision making. Personal stories and reviews also carry weight – especially among business travelers (57%), who value firsthand experiences even more than their leisure counterparts (49%). And with safety concerns rising – from 51% to 58% in just five years – clear, reassuring messaging is more important than ever.
Travel dreams to bookings: Digital marketing is important during the inspiration stage
The inspiration phase is a golden window of opportunity—when travelers are most open to influence and the right message can spark action. Travel providers who want to succeed must know their target audience and use the appropriate channels to reach them. Visibility in the right places, as traveler behavior changes and new platforms are developed, is crucial to drive engagement and bookings.
Digital media strategies are crucial in this phase. Using traveler data and advanced targetting, hotels and destination can deliver visually engaging, personalized campaigns across different search, booking, and social media platforms. These efforts help bridge the gap between dreaming and booking – ensuring that the right message reaches the right traveler at exactly the right moment.
This report provides clear and practical advice for the industry. The hotels and destinations who act on this information are better placed to engage and convert interest early into bookings. For travel sellers using the GDS, aligning messaging with the themes and priorities that resonate during the inspiration phase—such as personalization, safety, and authentic experiences—can also enhance visibility and impact.
Shaping traveler experiences from the very beginning
Travelers in 2025 will seek more than a destination. They are looking for meaning. For hoteliers, DMOs, and travel sellers this is an opportunity to reach travelers just as they are forming their dreams.
Download the complete PDF for more information Travel Dreams report.
Amadeus
Amadeus improves the travel experience for everyone by fostering innovation, partnerships, and responsibility towards people, places, and the planet.
The travel and tourism industry is fueled by technology. Inspiring a more open way of working. Connected thinking centered on the traveler. Our open platform links the global hospitality and travel ecosystem. Our open platform connects the global travel and hospitality ecosystem, from startups to large industry players as well as governments. Together, we can redesign the travel of tomorrow.
We work to make travel an agent of social and environmental change. It is our collective responsibility as travelers to take care of the people and places that we visit and to ensure they are improved.
Our innovation is aimed at solving real problems and meeting new demands. We are a truly global company with 150 nationalities. Our employees are passionate about technology and travel.
We are listed at the Spanish Stock Exchange as AMS.MC. Dow Jones Sustainability Index has also recognized us for the past 13 years.
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