A new report by Globetrender, in association with Costa Navarino, has outlined seven key trends shaping the future of 'Better Tourism', with a focus on community impact, Gen Alpha influence and the evolution of the holiday home. Olivia Palamountain reports

Luxury travel is entering a new chapter focused on purpose and positive impact, according to a new trend report created by Globetrender in association with Costa Navarino, a sustainably driven destination in Messinia, Greece.

The "Travel Trends 2025: Blueprint for Better Tourism" (available to download for free) report highlights how today's discerning travellers are increasingly seeking destinations that align with their values while offering cultural enrichment and holistic wellbeing experiences.

Increasingly, they want to know that the places they visit are not only beautiful – but beneficial: for people, for the planet and for future generations.Costa Navarino has been at the forefront of this ethos since its inception, founded on a philosophy driven by preserving the beauty and heritage of Messinia in tandem with offering experiences that benefit both travellers and local communities.

The Mediterranean destination features five-star hotels, luxury private residences, world-class golf facilities, and year-round activities that embody its commitment to responsible tourism and cultural preservation.Jenny Southan, Founder and CEO of Globetrender, says: "At Globetrender, we believe the future of travel lies in purposeful innovation—where luxury is measured not just by opulence, but by impact. This trend report in association with Costa Navarino highlights how tourism can become a force for good, from championing biodiversity and cultural heritage to creating more inclusive and enriching experiences for all. Costa Navarino has long been a pioneer in sustainable development, and we're proud to spotlight its role as a blueprint for better tourism in 2025 and beyond."The report identifies seven key trends that will shape responsible travel in the coming years:

"Symbiotic Uplift" represents a new model of regenerative hospitality where resorts actively contribute to local economies while supporting surrounding communities and ecosystems in a mutually beneficial relationship."Living Odysseys" reflects the resurgence of interest in ancient history and mythology, with travellers seeking hands-on historical exploration rather than passive sightseeing. This cultural immersion trend is gaining momentum through blockbusters such Gladiator II and TV series such as Netflix's Kaos, featuring Jeff Goldblum as Zeus.

"Olympic Challenges" addresses the boom in experiential sports tourism, with the sector projected to expand at 17.5% annually as travellers seek Olympic-standard training facilities in sports like tennis and golf. Costa Navarino, situated near Ancient Olympia—the birthplace of the Olympic Games—offers guests elite-level sporting experiences, including its International Olympic Academy Golf Course."Equitable Hospitality" highlights the increasing importance of inclusivity and accessibility in luxury travel, with innovations designed to ensure all guests feel authentically seen and respected regardless of sexual orientation, gender identity or disability. W Costa Navarino became the first hotel worldwide to be accredited by the International LGBTQ+ Travel Association in 2023.

"Alpha Activities" focuses on the influence of Generation Alpha (born between 2010 and 2024) on family tourism, with an estimated two billion Gen Alpha children worldwide driving demand for high-tech, immersive experiences."Longevity Cuisine" represents a food revolution in luxury hospitality, with resorts moving beyond lavish menus to create culinary experiences that celebrate local recipes while optimising health through traditional, nutrient-dense ingredients. The UNESCO-celebrated Mediterranean diet serves as a natural blueprint for this nutrition-focused approach to dining.

"Second Homing" describes the evolution of holiday homes into a lifestyle choice, with affluent travellers seeking multi-location living arrangements that blend tourism, residency and remote work. As the World Economic Forum predicts a 25% growth in global digital jobs by 2030, Greece has positioned itself as a leader in the European second-home market with attractive non-dom tax benefits.