Sojern releases latest summer travel trends

Coolcations, comebacks and culture are all on the cards for holidaymakers

Digital marketing platform built for hospitality, Sojern, has revealed its latest travel data ahead of the busy summer season. 

Despite ongoing global political and economic uncertainty, travel demand is holding steady with 2024 levels  - as travelers seek out cooler climates, rich cultural experiences and more local getaways.

“In a world reshaped by politics, climate, and evolving traveler expectations, the brands that thrive are those that adapt early—delivering timely, personalized messages that drive loyalty,” said Noreen Henry, Chief Revenue Officer at Sojern. 

“Now’s the time for marketers to refine their top-of-funnel strategies and leverage travel intent data to connect with consumers across channels in meaningful ways.”

Amid heatwave warnings, European travelers are craving cooler destinations. While overall inbound travel to Europe holds steady, intra-European flights to the UK are up 12%, with London - accounting for 75% of total flight bookings - leading the surge.

Major events like Coldplay’s World Tour, the Oasis reunion, and iconic festivals like Glastonbury are helping fuel the momentum.

As temperatures rise, travellers are embracing “coolcations,” with European flight bookings spiking to Estonia (+32%), Iceland (+17%) and Norway (+11%). 

Traditional summer favorites remain strong: Portugal (+7%), Spain (+3%), and France (+1%). Portugal, in particular, has seen a 13% increase in hotel searches, with bookings from the US comprising 30% of the total and rising steadily since Easter.

Paris continues to dominate summer travel, especially after last year’s Olympics momentum. Italy, celebrating its Jubilee Year, is holding firm, with Rome leading and Americans accounting for 28% of international visitors. International flight bookings to Switzerland are up 2% YoY, and while it’s too early to prove causality, the UEFA Women’s EURO 2025 may be a contributing factor.

In the UAE, international flight bookings are up 4% YoY and hotel bookings are up 20%, with top inbound markets including India, Saudi Arabia, and the UK.  

In Southeast Asia, Singapore has seen a 5% YoY rise in flight bookings, with China, India, and Australia among its leading source markets. Thailand is also experiencing a 2% increase in international air travel, driven largely by demand from China, Japan, and South Korea. 

Meanwhile, outbound travel from East Asia continues to rebound post-COVID. Japanese and South Korean travelers are increasingly opting for regional destinations like Shanghai, Taiwan, and Bangkok over traditional favorites such as Jeju - whose share has dropped from 25% to 14.6% between 2024 and 2025.

Australia is seeing a 10% increase in travel demand, driven by visitors from New Zealand (+14.6%), China (+12.4%), and the US (+9%), with major urban hubs like Sydney, Brisbane, and Melbourne leading the way.

The full data insights and strategic recommendations for travel marketers can be found in the report.