Top 6 Multi-Day Travel Booking Trends in 2025

As the multi-day, group travel industry evolves in 2025, noticeable shifts in traveler booking behavior have been revealed. New trends are emerging driven by travelers' growing desire for genuine connection and meaningful experiences, against a backdrop of global inflation and rising temperatures. The insights from WeTravel’s Annual Trends Report uncover a distinctive recalibration of preferences, highlighting that today’s travelers seek not just itineraries, but adventures that resonate with their values and foster community.

In this article, we’ll explore six pivotal booking trends that illustrate the evolution of traveler preferences and behavior in multi-day group travel. From Europe’s surge as the epicenter for adventure to the emerging popularity of "coolcations," these trends go beyond the expected. And as the demand for customizable and sustainable options rises, understanding these shifts will empower travel professionals to innovate their offerings and create impactful journeys that meet the evolving needs of their travelers.

1. Europe is the Top Destination for Adventure Travelers

As adventure travelers plan their trips for 2025, Europe is emerging as the top destination. This year, bookings for multi-day group trips in Europe have grown. Adventure tour operators are emphasizing that the diversity of landscapes—from the rugged mountains of the Alps to the serene beaches of the Mediterranean—provides an exceptional backdrop for exploration.

But more than just stunning landscapes, travelers are integrating adventure activities with cultural immersion. Europe provides endless opportunities not only to get outdoors but to add further layers of depth by experiencing culinary classes or guided tours of historic sites. For instance, hiking through the picturesque landscapes of Cinque Terre not only offers breathtaking views but also presents opportunities to indulge in local cuisine at family-run trattorias.

Operators that curate multifaceted itineraries will be well-positioned to attract this eager demographic. With more travelers than ever seeking adventure activities like walking and cycling, all business types–not only adventure operators–have the opportunity to capitalize on the European adventure trend by creating experiences that offer a variety of activities.

2. The “Coolcation”

In response to rising global temperatures, the concept of “coolcations” (trips to cooler destinations) has gained traction as travelers seek respite from the heat in milder climates. Rather than sticking to traditional travel periods, many are booking during shoulder seasons (the months between high and low seasons), resulting in a rising number of bookings in these time frames.

This trend signifies a shift where travelers are more strategic in their planning, opting to explore regions that offer both milder weather and fewer crowds. For example, destinations like Chile and Greenland are becoming increasingly popular for summer getaways, with their stunning natural landscapes providing a refreshing contrast to the sweltering heat experienced elsewhere. 

Similarly, areas known for winter sports or extreme cold climates, such as Antarctica, are beginning to see an increase in travelers seeking outdoor adventures in a unique landscape. For travel operators, this presents a golden opportunity to craft itineraries that highlight the beauty and uniqueness of cooler regions. By promoting off-peak adventures, businesses can attract clients looking for immersive experiences without the hassle of high-season crowds.

3. The Sustainability Disconnect

Sustainability continues to be an important discussion in the travel industry, with many operators actively integrating more eco-friendly practices into their offerings than ever. From initiatives such as locally sourced dining to partnerships with Indigenous communities, travel businesses are moving in the right direction. Yet, a notable disconnect remains between what travelers say they want, and what they’re actually booking. 

WeTravel’s report indicates that while 42% of businesses have incorporated more sustainable experiences into their 2025 tours, less than 15% of travelers are willing to spend more to support these initiatives. A report from Booking.com further emphasizes this gap, revealing that while 71% of global travelers expressed a preference for sustainable options, only a fraction actively sought them out during the booking process.

Moreover, travelers’ understanding of what sustainability means remains an issue. Booking.com’s report highlighted that almost half of Gen Z travelers express uncertainty about what constitutes a sustainable trip. This lack of understanding can hinder their willingness to invest in eco-friendly choices.

But it isn’t all negative: Booking.com’s report also revealed that 72% of travelers are attracted to providers that clearly label sustainable options. This presents a significant opportunity for travel businesses to educate their clients on the meaningful impacts of sustainable travel. By effectively communicating the benefits of responsible choices—such as community engagement and environmental conservation—operators can bridge the divide between intention and action.

4. Customization in Group Travel 

In an era where personalization is paramount, the demand for customizable experiences in multi-day group travel has skyrocketed. WeTravel’s data indicates that 40% of businesses report an increase in requests for customized itineraries, underscoring a major shift towards tailored experiences that meet individual traveler preferences.

Customization allows travelers to shape their adventures, making them feel more personal and meaningful. It’s no longer enough to offer a standard itinerary; travelers are seeking the ability to modify their journeys according to their interests—be it adding unique activities like local artisan workshops, wellness retreats, or gastronomic tours that reflect their passions.

Travel operators should capitalize on this growth by developing flexible options that empower clients to take the reins. Not only does this enhance the overall satisfaction of each trip, but it also fosters a sense of investment in the journey. This is especially important in a market where travelers are likely to share their customized experiences with friends and family, effectively serving as brand ambassadors.

Giving clients the tools to personalize their itineraries not only increases customer engagement but also helps distinguish your offerings in a crowded marketplace. Flexible booking systems that allow easy customization can streamline this process, ensuring that travelers have the ability to shape their experiences in ways that resonate deeply with their individual values and desires.

5. Trip Building Is Human-Centric 

The integration of artificial intelligence (AI) in the travel industry is transforming various aspects of operations, from marketing and customer service to administrative tasks. According to WeTravel’s report, 58% of travel businesses leverage AI to enhance efficiency. However, as much as technology plays a vital role, the report underscores the continued importance of human insight in trip building.

While AI can automate mundane tasks, making it faster and easier for businesses to communicate with travelers and streamline operations, the report’s data indicates that most travel businesses still prioritize human knowledge for trip building. 

The human touch is crucial, particularly when it comes to understanding the nuances of traveler preferences and crafting personalized itineraries that not only look great in a lookbook but translate into memorable trips on the ground. Travel professionals who can blend AI efficiencies with the warmth of human expertise will create optimal experiences for clients.

For example, consider using AI for market research to identify trends or insights that can assist in trip planning, while relying on knowledgeable local guides or Destination Management Companies (DMCs) to enrich itinerary building and customer interactions. This balanced approach allows businesses to harness the strengths of both technology and human experience—providing a seamless, personalized customer journey that resonates with today’s travelers.

6. Traveling For Connection

In our increasingly digitized world, travelers are seeking genuine connections through their journeys. The desire for authentic interactions, whether with local communities or fellow travelers, has never been stronger. Group travel, in particular, has emerged as an antidote to feelings of isolation, offering opportunities for participants to forge meaningful relationships and share experiences, with solo-only group trips emerging as a significant new segment in 2025. 

Travelers are also slowing down, prioritizing spending longer in fewer destinations, rather than choosing traditional sightseeing tours that quickly cover the main attractions. WeTravel’s report revealed that 50% of operators noted a shift towards slower-paced itineraries this year. 

This growing focus on connection is shifting the way travel businesses design their offerings. Operators are recognizing the importance of creating itineraries that facilitate social bonds, enhance group dynamics, and emphasize community engagement. Integrating activities that promote interaction, such as communal meals, local tours led by residents, or service projects that allow travelers to give back while engaging with the community are all ways that operators can align their offerings with this trend.

As we journey further into 2025, embracing these trends will empower travel professionals to adapt their offerings and meet the changing needs of their clients. Each trend presents unique opportunities for growth and innovation in the multi-day group travel market. By keeping these insights at the forefront of your business strategy, you can enhance traveler experiences and position yourself for success in an ever-evolving industry.