Omio’s NowNext ’25 report highlights a shift towards mindful, value-conscious travel as Brits prioritise safety, authenticity and emotional fulfilment over luxury and spontaneity. Olivia Palamountain reports

Omio has released its annual NowNext ’25 report, revealing how global travel behaviour continues to evolve amid economic uncertainty, climate anxiety and shifting social values.

Based on a YouGov survey of over 10,500 people across eight countries - including the UK, Italy, Spain, Germany, the US, Brazil, Japan and Australia - alongside Omio’s own user data, the study identifies key traveller mindsets shaping 2026, from safety-seeking “Travel Thrifties” to purpose-driven Gen Z explorers.

Despite global instability, travel intent remains robust. The report finds that while 69% of travellers say events such as geopolitical tensions and climate change will influence their plans, a third of Britons still intend to travel more than before. Among UK respondents, 30% prioritise destinations perceived as stable and secure, while 16% are seeking cooler climates or avoiding peak heat periods. This mood of caution has not dampened enthusiasm but redirected it - towards more deliberate, emotionally grounded travel.

Economic pressure has also reshaped travel priorities. The report identifies a growing group of “Travel Thrifties” who plan smarter and spend strategically. In the UK, one in five people say they will cut other costs to protect their travel budgets, while 31% intend to hunt for better deals or travel more flexibly. Nearly a third will choose off-season trips to reduce expenses. For many, holidays remain non-negotiable: 35% of Britons still view travel as a top spending priority.Europe continues to top British travellers’ wish lists. More than half (56%) plan to explore continental destinations in the next year, while 66% also plan domestic trips within the UK. According to Omio, bookings to so-called “second cities” have risen by 34% year-on-year, signalling a broader shift away from tourist hotspots towards smaller, authentic destinations offering better value and fewer crowds.

When it comes to inspiration, people are increasingly trusting human voices over digital ones. Word of mouth remains the top influence for 51% of UK travellers - well above the global average - compared with just 5% who use AI-generated suggestions such as ChatGPT. Past experiences also play a strong role, cited by 52% of respondents.Beach holidays are forecast to make a comeback in 2026, as travellers seek relaxation, rest and self-renewal. Half of UK respondents plan to book seaside escapes, while 17% are choosing solo travel for reflection and 16% will focus on wellness or self-care. Sustainability continues to shape decision-making, though practical expression varies: 32% of Britons prefer less crowded or “under the radar” destinations, 35% want to support local businesses, and 45% aim to engage more deeply with local culture and history.Generational differences also stand out. Gen Z travellers emerge as the most purpose-driven, with 16% opting to volunteer or travel with social intent, and 30% selecting lower-impact transport - compared with just 13% of Boomers. A third of Gen Z respondents also plan to travel more frequently, combining sustainability with a sense of personal growth.

Veronica Diquattro, Omio’s president of B2C and supply, says: “Travel has shifted dramatically in recent years, from no travel during the pandemic, to revenge travel, and now into a new era of intentional travel. The desire to travel is as strong as ever, and although it isn’t always easy, travellers continue to find a way.”Omio’s findings reflect a decisive move into what it calls “the age of conscious, smart and value-driven travel,” where flexibility, meaning and connection define how people move through the world - and why.