Travelers Are Seeking Out Less Popular Destinations in the New Year

Where are travelers going in 2025? The travel trends for 2025 may surprise you. According to a report from The Future Laboratory and IHG Hotels & Resorts, travelers are choosing destinations that are less well-known and have a relaxed, even rural feel.

Foodbuy Hospitality dives into why this trend is changing consumer behavior and how you can take advantage of it through your U.S. properties.

A Focus on Fresh Experiences

When today’s travelers leave home, they’re looking for something new. That’s where this travel trend for 2025 comes into play.

The idea is to avoid the negatives of popular locations, including high prices and crowds. While cities like San Francisco and New York – two historically popular destinations – will always have their appeal, many consumers are looking for a slower-paced experience, away from the business of popular locals.

Plus, many younger travelers are interested in exploring the outdoors, drawing them to more rural areas. Combine the appeal of outdoor exploration with a desire to “unplug” from technology and you have a travel plan that feels like a breath of fresh air to Millennials and Gen Z.

Which U.S. Locations Are Gaining Traction?

While many cities offer unexpected charm, a few U.S. locations are becoming particularly noteworthy destinations as bookings for 2025 begin.

In the Conde Nast Traveler “Best Places to Go in the U.S.” a few unexpected locations popped up, including:

               Baja California Sur

               Boise, Idaho

               Highlands, North Carolina

               Litchfield County, Connecticut

While these locations haven’t historically topped domestic travel lists, they offer scenic views and connections to local cultures that will appeal to today’s travelers. 

How Can You Leverage This Travel Trend for 2025

Billing some of your locations “off-the-beaten-path” could be the key to attracting travelers to your historically less popular properties. To do this, you’ll want to align your marketing strategy.

Try advertising this location as a “hidden gem” or “rural retreat.” You may even want to partner with local outdoor adventure companies to offer guest deals or experiences. Some operators may even want to start offering “disconnected suites” that limit technology or Wi-Fi reach for visitors looking to unplug.

Plan for a Successful 2025

Whether you’re focused on appealing to travel trends for 2025 or you want to cut back on spending to improve your bottom line, the right hospitality partnership is always a smart move. Foodbuy Hospitality is a trusted procurement partner in the hospitality and leisure industry.

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