Google tips rise in number of consumers seeking luxury travel in 2025

Google is forecasting a rise in the number of consumers seeking luxury travel experiences in 2025.

In a presentation delivered at Jet2holiday’s annual conference in Paphos, Cyprus, senior industry manager Ailish English pointed to Google search data which revealed the most popular holidays over the next six months were city breaks and beach holidays.

But she added: “What we expect more of in 2025 is consumers looking for that real luxury experience.

“They’re looking for Jacuzzis, they’re looking for spas, Michelin-starred restaurants and five-star accommodation.

“They’re looking for the best experience that they can have for their price point. They really want to feel like they’re having a luxurious holiday.”

English added that while travellers are increasingly looking for value for their holidays, this does not necessarily mean they are simply trying to find the cheapest deal. “Value means customers looking for the very best they can get for their price point,” she told delegates.

English shared an optimistic outlook for the trade, predicting a “huge boost in tourism across Europe”.

“What we’re expecting is about a 37% increase in spending [on holidays] between now and 2027, which is very significant,” she added.

“So now is not the time to change career. Stick with travel, it’s all going to be very buoyant.”

English went on to say Google is also forecasting an increase of about 22% in spending in resort globally between now until 2027.

However, she issued a word of caution for agents, saying: “There are of course some things that may change the very optimistic forecast for 2025.

“There’s the threat of economic uncertainty, political instabilities and conflicts, extreme weather concerns – which is something that would not have been on this slide 10 years ago – and labour strikes.”

English said the growing popularity of Black Friday [November 29] in the UK  had created a “mini peak this side of Christmas”.

“At the beginning of November, Black Friday queries were up 7.3% on last year – I’m really interested to look back on the data next week,” she said.

“Black Friday is a shift we didn’t have previously and for travel it’s creating another little mini peak this side of Christmas. It’s definitely something to think about.”

English encouraged agents to “use their content and social media” to share “engaging messaging” with their clients year-round, rather than just during busy periods, so that even if their customer does not intend to buy their holiday there and then, they will be more likely to return to that agent when they do.