7 principali tendenze del settore viaggi per il 2024-2025 - Cosa sta plasmando il futuro dei viaggi

Plan flexible travel windows now, prioritizing refundable bookings and open-date fares to capture value for some families. Keep critical decisions lean: choose hotels with free cancellation, buy flexible tickets, and select apps that let guests adjust itineraries on the fly. This readiness lets you react to shifts in demand as prices tighten and market tightening continues, while supply lands in higher-demand markets.

Personalization becomes the baseline, the platform analyzes traveler data to personalize offers and services. For guests e parentsboosting the role of family travel, operators map preferencesand attraverso areas and dates, delivering inspiration while keeping the flow smooth. The result is a valuable touch that feels hand-picked rather than generic, and inspire readers to reframe how they plan trips.

Mobile apps and contactless experiences rise, with more than 60% of bookings shifting to apps in North America and Europe in 2024–2025. Airlines and hotels tighten margins by bundling services–transfers, activities, and on-call support–while lands in secondary markets expand to meet rising demand from families. Use data dashboards to watch price sensitivity by region and adjust offers in real time.

Experience-led loyalty and bundles, combine stays, experiences, and transport into single, bookable packages. This approach some markets where price sensitivity is high. Offer preferencesand checklists and tailored suggestions at booking steps to help guests pick the right mix. Keep content localized in areas con inspiration from local guides and small businesses to boost valuable differentiation.

Leverage data, start small, scale fast, lets teams test ideas in a few markets and learn quickly. By focusing on the seven trends, operators can deliver experiences that feel personal, efficient, and reliable for families and their guests, and keep the business resilient as markets shift and adapt in the last quarter.

From feed to flight: turning social media inspiration into confirmed bookings

Attach a one-click booking button to every social post and story, plus a lightweight landing page that mirrors the content and shows real-time rates and availability. This direct path converts intent into action without friction, delivering a hassle-free experience from first glance to checkout.

Video content drives attention. Short-form clips, authentic testimonials, and behind-the-scenes looks at experiences such as a patisserie tasting or a guided trips itinerary can spark motivation. Pair each clip with a single-use promo code and a visible booking link to reduce friction and increase conversions. A caption that answers who, what, where, and why helps preferences surface fast. Include a splurge option for premium experiences to capture higher-value bookings.

To coordinate the flow, designate a handful of tasks for marketing and partnerships: create shoppable video formats, tag posts with destination and activity metadata, and monitoring engagement in real time. Use analyses to distill what resonates by audience segment, then tailor messages to niche groups–adventure-seekers, culture lovers, or foodie travelers–with advanced features like dynamic captions and generative chat assistants to respond quickly, and analyze performance in real time to optimize next moves.

Communication with partners matters. Align rates and inventory, refresh offers weekly, and test miniature campaigns that feature mainstream experiences as well as offbeat options. By tracking improved metrics and likely conversion paths, you’ll see a benefit when social inspiration clearly maps to a booking intent.

Example formats that work: carousel videos with a booking card, live streams offering Q&A and a link to a simplified checkout, and image sequences highlighting sample trips. Keep options clean and minimize steps; emphasize value, not fluff, and maintain a consistent brand voice. Avoid generic offers; instead, match tone and content to audience preferences.

Below is a quick framework you can implement now:

With this approach, you can convert inspiration into confirmed bookings more consistently, leverage improved communication across teams, and scale mainstream trips while keeping a personal touch through niche experiences and thoughtful content analysis.

AI and data: delivering personalized itineraries via social channels

Adopt a data-driven playbook to deliver personalized itineraries through social channels in seconds. Build unified traveler profiles by linking social signals, on-site interactions, and payments data, then feed them into a polished, generative engine that offers fresh options every day.

• Data foundation: Collect signals from social channels, DMs, comments, reactions, and site interactions, then combine with payments data to build a data-driven profile for each traveler. Target a million profiles by year-end while enforcing privacy controls, and monitor where engagement translates into bookings to assess relevance.
• Generative itineraries: Use generative AI to draft 3–5 polished itineraries per profile, aligning with cost-conscious budgets, climate preferences, and preferred pace. Show 2–4 options in the initial response, and refresh recommendations within seconds as new signals arrive.
• Channel delivery: Embrace where travelers are most active–Instagram DMs, WhatsApp, Messenger, and in-chat widgets on partner sites–and present content with a fresh touch. Use concise headlines, vivid visuals, and a clear CTA to drive the next booking step.
• Booking and payments flow: Accelerate conversions with one-tap bookings and saved payments methods, while offering flexible terms and transparent price breakdowns. A polished UI reduces friction for cost-conscious travelers and supports rapid decision-making.
• Assessing impact: Continuously assess performance with A/B tests on itinerary density, response timing, and offer structure. Track booking rate, show rate, average order value, and customer lifetime value to justify investment and tune the model.
• Role of data governance: Implement opt-ins, consent controls, and clear data rights so travelers feel safe sharing preferences. Strong governance cuts risk of decline in trust and sustains long-term loyalty.
• Markets and rica focus: Build geo-targeted scripts for markets including rica to reflect regional tastes, seasonality, and cultural cues. This approach expands reach while preserving personalization depth.
• Operational benefits: Scale to millions of interactions, turning micro-conversations into meaningful outcomes. The company gains a consistently polished, data-driven voice that feels personal rather than scripted.

In practice, these practices reveal how the company can positively influence lives on the road: travelers see options that fit time, budget, and climate realities, and respond in seconds rather than scrolling endlessly. Embrace the role of data and generative AI to show value early, then refine offers as you gather signals, making the experience feel fresh, cost-conscious, and truly human everywhere your brand touches the customer.

Short-form video strategies: optimizing TikTok, Instagram Reels, and YouTube Shorts for destinations

Post a 15–20 second teaser series that highlights one signature experience per video and publish between TikTok, Instagram Reels, and YouTube Shorts 4 times a week to keep audiences engaged. Start with a strong hook in the first seconds, then deliver a concrete takeaway and a clear next step for viewers.

Position the destination as a product: present life in areas through high-quality clips of food, boutique stays, and small local providers. Let viewers glimpse real life, not polished ads. Tie each clip to a simple action, such as exploring a boutique cafe, checking a local offer, or booking a tour via a link.

Produce vertical videos with stable shots, natural light, and snappy transitions. Add captions to reach viewers who watch without sound. Generative prompts help craft captions; chatgpt can generate multiple hook options. lets teams test intros, overlays, and endings to see what resonates and refine quickly.

Measure performance across watch-time, completion rate, shares, and saves as indicators of satisfaction. Track conversions by clicks to booking pages, and use UTM parameters to tie views to bookings and revenue. When a clip about a product or area is gaining traction, reuse that format for other destinations. Instantly adjust creative assets for ongoing campaigns. Monitor the condition of audience signals and platform features to stay ahead.

Content ideas by theme include food tours, boutique stays, local markets, and nature escapes. Highlight the impacts on tourism by showing authentic experiences across providers and their areas. For remote teams, coordinate filming with local partners; outline how this shapes the outlook for vacation demand among internet communities, including hoppers. Use free templates and prompts; suggest a content calendar that aligns with travel seasons. Encourage friends to share and invite their networks to explore together. Consider how viewers respond to buying prompts to boost early conversions.

User-generated content playbook: collecting, curating, and leveraging traveler creators

Start by establishing a private, real-time UGC hub: invite travelers to submit photos, videos, and captions via a simple form and a dedicated hashtag. This approach increases satisfaction and strengthens connections, while providing ready-made solutions for content needs. Define clear guidelines, consent, and a fast approval loop to keep creators engaged. It must feel easy and respectful, so creators think of you as a partner, not a gatekeeper.

Collecting traveler content

Set up a lightweight intake flow: a landing page, mobile-friendly submission form, and a moderated inbox. Encourage submissions in real time from diverse profiles across cities and areas, not just mass-market accounts. Use prompts that trigger high-quality looks: stunning landscapes, private tours, family moments, and rainforest adventures. Include metadata like location, date, activity, and permission to reuse. Think of content as collaborative; this approach increases the likelihood of fresh assets again and again, and grows the creator base to millions of potential impressions.

Back-and-forth with creators accelerates quality: provide quick feedback, request edits for captions, and confirm credits. This loop keeps content aligned with brand tone while preserving authenticity. Creators arent just audience–theyre partners who deserve timely responses and clear expectations. A lightweight robot-assisted moderation layer can flag unsafe or copyrighted material, while human review preserves nuance. Aim for a steady pipeline that delivers looks across aruba-style beach scenes, edge-city explorations, and intimate private moments, with increased submissions in underrepresented areas.

To scale, implement real-time dashboards that track submissions by city and area, flag gaps, and surface trends. Disrupted content calendars lose momentum; this setup ensures you capture action-ready assets from diverse voices, including travelers who look for unique angles beyond the usual hotspots.

Curating and leveraging traveler creators

Curators assemble thematically organized galleries: by city, by area, by experience type, and by audience interest. The workflow curates assets with captions, credits, and attribution blocks ready to drop into campaigns. Use creator credits to incentivize frequent contributions, boosting authenticity and trust while encouraging repeat participation.

Turn UGC into scalable campaigns: select 20–30 assets per month and package them into seasonal stories, short clips for paid ads, and genuine testimonials. Maintain a balance between niche voices and mass appeal to keep content relatable. Real-time usage across channels–website, social, email–drives action, with likely improvements in engagement and reach. The approach can generate a million impressions over a season, expanding influence across cities and private experiences alike.

Credit and privacy matter: obtain explicit permissions, include captions and location data where allowed, and offer a straightforward opt-out. Publish simple credits and transparent usage terms to sustain trust. Edge cases–private tours, rainforest excursions, or private accommodations–should be clearly labeled and tested with audiences before broader deployment. This preserves trust while enabling agile storytelling that resonates with travelers themselves.

Measure impact and iterate: track satisfaction lift, connections formed, and conversion signals tied to UGC-driven campaigns. Monitor in real time and adjust prompts, formats, and channels weekly. The most successful programs look for growth beyond major cities, tapping local creators who bring raw, authentic perspectives from areas that are often overlooked, yet highly influential in shaping trends.

Social commerce workflows: DM-to-checkout, bookings via messaging apps

Connect DM-to-checkout in your native messaging apps now, routing guests to checkout directly within chat using native solutions. In pilot tests, brands adopting this flow saw a 18–28% uplift in bookings and a 12–20% increase in average order value. Run a 4-week pilot across your top markets to validate impact before wider rollout.

• Have guests stay in chat and complete bookings with a single tap, boosting conversion without leaving the conversation.
• Unite conversations across WhatsApp, Messenger, and Telegram with native solutions to keep guests, members, and withlocals in a single thread.
• Minimize back-and-forth with structured prompts for dates, guests, and destination; use smart quick replies to reduce repetitive questions.
• Boost relevance with price-tracking and dynamic offers that refresh in real time as dates and availability change.
• Source data from external campaigns and internal analytics to generate personalized recommendations at each step of the flow.
• Offer a clear scope for what can be booked in chat, and provide a visible last step to complete payment without leaving the app.

1. Choose native solutions and connect them to your booking engine so the DM-to-checkout path is seamless across guests’ preferred apps.
2. Design the in-chat flow with prompts for dates, number of guests, and stay preferences, plus a quick option to switch to withlocals experiences when relevant.
3. Integrate price-tracking to show expected rates and last-minute deals, enabling smarter offers that align with guest intent.
4. Enable in-chat checkout or secure one-click payment links, ensuring compliance and a friction-free purchase experience.
5. Implement post-booking messaging: confirmations, itinerary details, and personalized recommendations from withlocals partners to entice future bookings.
6. Track metrics by source and device, compare conversion rates across channels, and adapt the flow based on what generates the highest rate of completed bookings.

For ongoing improvement, maintain a single source of truth across teams, monitor guest feedback, and iterate the scripts. The biggest wins come from aligning agentsimagine workflows with real guest moments, not from generic automation alone. Use the data to forecast demand, adjust availability in real time, and keep the DM-to-checkout path fast, friendly, and moment-ready.

Measurement playbook: setting KPIs and tracking social-to-sale attribution

Inizia sigillando un'unica fonte di verità e definisci 3 KPI concreti: aumento del reddito sociale, conversioni assistite e tempo di acquisto. Blocca una baseline di 90 giorni, assegna i proprietari e codifica le regole di condivisione dei dati in modo che ogni team utilizzi gli stessi numeri. Mappa le tue attività attraverso i canali, dai post scenici alle app, e monitora come un interesse iniziale per il glamping si traduce in prenotazioni per Aruba o le Maldive. Allinea le metriche con i loro obiettivi di business e mantieni le menti concentrate su insight fruibili piuttosto che su dashboard generici. Questa disciplina crea slancio e impedisce alla deriva dei dati di rallentare le decisioni.

Tagga ogni campagna con identificatori chiari e UTM, in modo da poter separare l'impatto per creatività, destinazione e pubblico. Quando pubblichi campagne iper-mirate per offerte di nicchia, come una promozione limitata per l'anniversario per gli appassionati di fughe panoramiche, i dati dovrebbero rivelare quali fattori guidano una vendita, non solo i clic. Utilizza sia i segnali di ``first-touch`` che quelli ``last-touch`` e confrontali con test di ``holdout`` per vedere l'aumento oltre le metriche di clic generiche. Tieni inoltre traccia delle entrate e degli ordini che provengono dai canali social e attribuisci una parte alle azioni in-app e in-site che aiutano a concludere la vendita.

Costruisci un percorso pratico: identifica 3-5 attività di marketing che spostino in modo affidabile i clienti dalla consapevolezza all'acquisto. Immagina una campagna che combini un viaggio panoramico con un upgrade glamping ad Aruba o alle Maldive; misura come questa combinazione influisce sul valore medio degli ordini e sulle finestre di prenotazione. Se noti clienti che ritornano dopo una svendita per l'anniversario, acquisisci queste abitudini e inseriscile nelle ricerche per follow-up iper-mirati. ti consente di confrontare lo slancio tra le coorti, monitorare l'aumento delle conversioni dopo ogni punto di contatto ed evitare di tralasciare raccomandazioni o best practice generiche che prosciugano l'energia del tuo team. Mantieni il modello semplice ma flessibile in modo che le decisioni rimangano rapide e sicure.

KPI che dovresti monitorare

Entrate da social e entrate incrementali attribuibili agli annunci social; ROAS e CPA per le campagne social; valore medio dell'ordine e numero di ordini da prenotazioni provenienti dai social; conversioni assistite e suddivisione dell'attribuzione first-touch/last-touch; tempo di acquisto; tasso di coinvolgimento, tasso di clic e tasso di completamento video per i contenuti social; lunghezza del percorso cross-channel verso la vendita; indicatori di qualità dei dati come la completezza del tagging e la latenza dei dati. Utilizza GA4, il tuo CRM e l'analisi delle app per unire i dati; confronta i modelli (ultimo clic vs multi-touch) e riporta l'aumento per ogni creatività, destinazione (ad esempio Aruba, Maldive) o tipo di pacchetto come il glamping.

Imposta soglie e avvisi: se il ROAS scende al di sotto dell'obiettivo o se l'aumento delle entrate dai social media si arresta per più di una settimana, avvia una revisione. Non affidarti a una singola metrica; triangola con fattori come il tasso di visitatori abituali e la stagionalità (anniversari, festività) per evitare interpretazioni errate. Riporta i risultati in un formato conciso e pratico e condividi le raccomandazioni con il team per mantenere tutti allineati.

Fasi di implementazione: dai dati alle decisioni

Mappare le fonti di dati: sito web, app, POS, CRM e feed di dati della piattaforma pubblicitaria in un unico flusso di lavoro. Standardizzare la denominazione e il tagging, con ID di destinazione coerenti (aruba, maldive) e ID campagna. Costruire un modello di attribuzione social-to-sale che registra i contributi last-click e multi-touch ed eseguire test di holdout per confermare l'aumento. Creare dashboard che mostrano le tendenze giornaliere e i riepiloghi settimanali; mantenere le immagini pulite e attuabili. Programmare revisioni settimanali con i team di marketing, prodotto e analisi; assegnare responsabili per ogni KPI e definire azioni concrete. Eseguire esperimenti per isolare l'impatto della creatività iper-targettizzata rispetto alla messaggistica generica. Aggiornare i feed di dati ove possibile e garantire che lo slancio rimanga forte attraverso ottimizzazioni tempestive. Documentare gli apprendimenti in modo che il team possa ripetere il processo nei cicli futuri ed evitare di lasciare approfondimenti sparsi tra app e canali.