Emerging tourism industry trends in the UK for 2025 and beyond

Imagine this: your next customer books a holiday via chatbot, pays through open banking, and chooses a package based on social media inspiration and sustainability credentials. Sound far off? It’s already happening.

Across the UK, tour operators and travel agents are feeling the shift. Yes, challenges like supplier costs, seasonal fluctuations, and tight margins remain, but the real shake-up is happening behind the scenes. Emerging technological trends in the tourism industry are quietly transforming what travellers expect and how successful travel businesses operate.

So, what’s driving these changes?

Two major forces are leading the charge:

1.  Rapid adoption of technologies like AI, automation, and mobile-first platforms
   
2. Changing traveller behaviours, from the rise of ‘workations’ and eco-tourism to demand for instant, flexible, digital experiences

Together, these shifts are reshaping the landscape. If you're a UK-based travel agency, tour operator, or independent agent, now’s the time to pay close attention.

Did you know?

In 2024, global tourism contributed £10.9 trillion to the world economy, roughly 10% of global GDP and supported 357 million jobs. By 2030, that figure is forecast to reach £16.9 trillion.

With that kind of growth, the opportunity is enormous, but so is the competition. The latest trends in travel and tourism industry practices make one thing clear: digital-first experiences are no longer a bonus; they're expected.

What are the current trends in tourism industry growth?

• Smarter service through AI integration
• Mobile-first booking journeys
• Rising demand for ethical and sustainable travel
• Contactless, flexible, and secure payment options

The most forward-thinking businesses aren’t just adapting to recent trends in tourism industry growth; they’re using them to stand out, scale up, and future-proof their operations.

In this guide, we break down the top tourism industry trends for 2025 and beyond, and more importantly, how UK travel businesses like yours can stay ahead of the curve.

Current customer trends UK tour operators should know in 2025

Customer behaviour in the travel and tourism industry has shifted dramatically, and the most agile UK tour operators are already adapting. If you want to stay ahead, understanding these changes is crucial. They’re at the heart of many of the emerging technological trends in the tourism industry.

Here’s what’s shaping traveller expectations in 2025:

1. Gen Z and Millennials are reshaping demand

Younger travellers are leading the charge, and they travel differently. Gen Z and Millennials are:

• More likely to travel solo (76%)
• Prioritising local, authentic experiences
• Choosing eco-friendly options
• Expecting mobile-first, digital booking journeys

This generation values experiences over possessions. They plan their holidays using smartphones, expect instant replies, and won’t tolerate clunky booking systems. If your business still relies on email forms and static brochures, you may already be falling behind.

2. Personalisation is the new standard

Gone are the days of one-size-fits-all tours. Today’s travellers expect:

• AI-driven travel suggestions
• Real-time pricing based on preferences
• Instant confirmations and updates

The average traveller now experiences over 400 digital "moments" before booking, scrolling Instagram, checking Google reviews, and comparing prices. Each moment is a chance to win (or lose) the booking.

3. Sustainability now drives booking decisions

Travellers are thinking about their impact, and they want operators to do the same.

• Over 50% of UK travellers consider sustainability when planning
• 46% expect their tour provider to demonstrate eco-conscious choices

Carbon offsetting, eco-certified accommodation, and locally responsible itineraries aren’t just nice to have; they’re now key selling points. Fail to show your sustainability credentials, and risk being ruled out entirely.

4. The rise of the “Workation”

Remote work has changed how and when people travel.

• Longer stays are becoming more common
• Weekday bookings are on the rise
• “Wi-Fi towns” and scenic locations are in high demand

This shift opens new revenue streams for operators who can offer reliable connectivity, quiet spaces, and longer-term packages. Think beyond peak season and traditional weekend breaks, today’s traveller blends work and leisure.

5. Travel spending is holding strong

Despite economic concerns, holiday budgets remain healthy. According to ABTA:

• 68% of UK consumers plan to travel abroad in the next 12 months
• 84% intend to spend the same or more than they did last year

People may cut back elsewhere, but travel remains a top priority, especially for younger generations seeking meaningful experiences.

6. The industry still faces key challenges

Even with rising demand, tour operators and agencies continue to face pressure from:

• High card payment processing fees
• Complicated booking platform integrations
• Increasing customer acquisition costs
• Higher expectations for real-time support

Customers want speed, flexibility, and convenience, but delivering this profitably remains a hurdle, especially for small or independent operators.

Emerging technological trends in the tourism industry: What UK travel agencies should know

Technology continues to reshape the future of the tourism industry, and it's happening fast. From AI-driven bookings to frictionless payment processing, these innovations aren’t just buzzwords; they’re now essential for UK tour operators and travel agents competing in a fast-moving market.

So, how is technology helping the travel industry grow in 2025? One example: automation has already increased efficiency by 25% for many travel businesses, helping to cut costs and keep customers happy.

Let’s take a look at the latest technological trends in travel and tourism that UK operators should be adopting now:

1. Generative AI and chatbots for personalised travel planning

One of the two emerging technological trends in the tourism industry reshaping customer service is the rise of AI-powered planning tools. Platforms like Trip.com’s TripGenie have seen usage jump by 200%, and with good reason, travellers now expect fast, intelligent, personalised support.

These tools can:

• Create tailored itineraries in seconds
• Recommend hidden gems based on preferences
• Provide 24/7 live chat-style support
• Modify bookings automatically

TripAdvisor, Hyatt, and others are already using AI to refine guest experiences, and it’s proving cost-effective too.

What’s the benefit for you?

AI can reduce customer support costs by up to 30% and improve conversion rates through targeted and better-tailored offers.

2. Smart tech and automation throughout the journey

From check-in to check-out, smart tech is making the travel journey smoother:

• Facial recognition and biometric check-ins at airports
• Real-time translation devices for international guests
• Smart luggage with GPS tracking
• AR-guided museum and city tours
• Robot concierges in hotels

For UK travel agencies, embracing automation through smart booking confirmations, digital check-ins, and contactless payments reduces admin time and improves customer satisfaction.

3. AI Booking Engines and predictive analytics

Modern booking platforms now use machine learning to:

• Predict price trends and upselling opportunities
• Suggest quieter or cheaper destinations
• Set optimal prices based on seasonal and behavioural data

Tools like Hopper analyse billions of data points to identify the best booking times, technology your agency can now leverage to offer dynamic, data-led deals.

4. Internet of things (IoT) and smarter guest services

IoT is transforming hospitality behind the scenes. Think:

• Rooms that adjust lighting and temperature automatically
• Sensors that reduce energy waste and improve air quality
• Tools that help you monitor tour groups and send alerts on the go

Eco-conscious travellers are choosing brands that offer low-impact experiences. Smart thermostats, motion-sensitive lighting, and water-saving features aren’t just nice extras, they’re brand differentiators.

5. Virtual reality (VR) travel previews

Seeing really is believing. VR helps customers experience destinations before booking, reducing uncertainty and boosting confidence, especially for higher-priced holidays.

Travel agencies can use VR to showcase:

• Luxury resorts
• Off-the-beaten-path escapes
• Unique accommodations like glamping pods or boutique hotels

Marriott and Emirates are already using 360° previews to give travellers a sense of space and comfort before committing.

6. Revolutionary payment technologies

Let’s talk money because payment systems can quietly eat into your profits. Card processing fees of 1.5% to 3% may sound small, but they add up fast.

Open banking: Lower fees, faster settlements

• ·         Cuts transaction fees by up to 80%
• ·         Offers instant payments and settlements
• ·         Open banking systems can integrate easily with existing booking tools

A travel agency turning over £100,000/month could save £18,000to £24,000 a year by switching 60% of payments to open banking. That’s serious margin recovery.

Mobile payments and Pay by link

• Generate secure payment links or QR codes using a mobile POS system
• Share payment links instantly via WhatsApp, SMS, or email for remote transactions
• Let customers scan QR codes in person to complete payments quickly and contact-free
• Tools like Stripe, Square, and Wonderful simplify setup, no developer required

Blockchain for secure, cross-border payments

• Reduces fraud
• Simplifies payments to overseas suppliers
• Enables secure loyalty and rewards systems

Buy now, pay later (BNPL) for budget flexibility

• Klarna, Clearpay and similar platforms help customers split payments
• Encourages bookings without discounting
• Increases average order value, particularly for package holidays

Wondering if your customers would actually use these tools? In 2024, 27% of consumers in the UK reported that they no longer use a wallet, opting instead to make payments using their mobile phone.

7. Social media as a booking channel

Social media has evolved beyond inspiration; it’s where booking decisions take place.

• 43% of travellers wouldn’t consider a destination unless they’ve seen it on social media
• TikTok’s #travel hashtag has over 74.4 billion views
• Influencers, reels, and reviews build trust and drive bookings

 For many, a well-placed reel or UGC post replaces the travel brochure. If your business isn’t showing up in the scroll, it’s missing out. UK travel businesses that embrace these emerging technological trends in the tourism industry are doing more than keeping up, they’re positioning themselves to lead.

The tools are here. The expectations are rising. The question is: are you ready to make the right tech investments before your competitors do?

Future trends in the tourism industry: Preparing for 2026 and beyond

The future of the tourism industry isn’t far off; it’s unfolding right now. From green technology to voice-led travel planning, major innovations are reshaping how travel is booked, sold, and experienced.

To stay competitive, UK tour operators and travel agencies need to keep one eye firmly on what’s next and be willing to act before it’s mainstream.

Here’s a breakdown of the emerging tourism industry trends that will define 2026 and beyond:

The rise of green tech and sustainable innovation

Sustainability is no longer a “nice-to-have.” It’s a clear expectation, from both customers and regulators.

Hotels are now using smart energy systems that adjust lighting and climate based on occupancy. Electric aircraft projects are under way, promising quieter, cleaner flights. And cruise ports like Miami are cutting emissions with shore-to-ship electric power, a concept that is spreading globally.

Real-world example:

Singapore’s Sentosa Island has become a working model of what’s possible. Real-time sensors help manage energy use, visitor flow, and environmental impact, all while improving the guest experience.

What can UK tour operators do right now?

• Work with eco-certified suppliers
• Offer low-impact tours
• Make sustainability a key part of your sales and marketing messaging

Travellers are increasingly happy to pay more for experiences that align with their values. Being green isn’t just good it’s good business.

Voice search and multilingual AI assistants

“Hey Siri, book me a weekend in Lisbon.”

Voice search isn’t just a trend, it’s becoming a booking habit. AI assistants like Siri, Alexa, and Google are already handling:

• Flights
• Hotel bookings
• Local recommendations
• Multilingual support via real-time translation tools

If your website or booking system isn’t voice-optimised, you could soon become invisible to a growing segment of tech-savvy travellers.

What to focus on:

• Make content voice-search friendly
• Use multilingual chatbots for international customers
• Ensure all core journeys work smoothly on mobile and via voice

Hyper-personalisation through big data

As data gets smarter, so does customer targeting. Big data will allow your systems to analyse:

• Previous bookings
• Social activity and browsing behaviour
• Time of day, season, and even device type

The result? Marketing that feels tailored to the individual not just a demographic.

Predictive analytics and dynamic pricing are moving from “enterprise luxury” to essential tools, even for small and mid-size operators.

A rapidly shifting global travel ecosystem

International demand is changing, and UK businesses will need to adapt.

Consider this:

• China is expected to overtake the US as the largest global travel economy
• India’s tourism sector is growing at 9% annually through 2030

That means your future customers may have very different expectations, language, travel habits, and budget considerations. UK tour operators should follow these shifts, especially when building marketing campaigns or forming international partnerships.

Let’s recap: What are the major trends in the tourism industry: Now and next?

• Big data and predictive AI are driving hyper-personalisation
• Voice search and AI assistants are redefining the booking journey
• Green tech and eco-innovation are no longer optional
• Open banking and Blockchain are securing payments and loyalty schemes
• VR and AR are replacing traditional brochures
• Automation is cutting costs and raising customer expectations

These current and future trends in the travel and tourism industry aren’t on the horizon; they’re already shaping your competition.

Final word: Will you lead or lag?

The UK travel businesses that will thrive in 2026 aren’t waiting. They’re planning, investing, and adapting today.

Whether it’s going green, going mobile, or going global, the tools are already available. What matters now is how and how quickly you use them.

The future isn’t coming. It’s already here. Will your travel business lead the way, or risk getting left behind?

How UK tour operators and travel agencies can stay ahead in a tech-driven industry

To remain competitive in 2025 and beyond, travel companies in the UK must adopt technology proactively rather than reactively.  It’s no longer about just keeping up. It’s about being ahead of the curve before customers even expect it.

Here’s how forward-thinking tour operators and travel agents can lead the way: It’s no longer about just keeping up. It’s about being ahead of the curve before customers even expect it.

Here’s how forward-thinking tour operators and travel agents can lead the way:

1. Audit your current systems

Start with a tech health check. Review how you manage bookings, payments, customer communication, and data. Many agencies are losing money simply by using outdated systems.

Common issues include:

• Hidden processing fees that eat into margins
• Missed upselling opportunities due to limited personalisation
• Slower response times that frustrate today’s on-demand customers

If your tools are more than a few years old, there’s a good chance they’re holding you back.

2. Prioritise payment optimisation

Payment tech is one of the fastest ways to free up revenue. A surprising number of operators still pay 2% to 3% per transaction in card fees without realising there are better options.

What you can do:

• Compare your current provider’s rates
• Explore modern online payment systems and open banking payments
• Set up mobile-friendly payment links via SMS, WhatsApp, or email

Younger travellers expect frictionless, phone-based payments, and they may abandon a booking if checkout isn’t smooth.

3. Invest in AI-powered customer support

AI isn’t just about cost-cutting; it’s about better services delivered 24/7.

Start with chatbots that can:

• Answer FAQs on the fly
• Handle booking updates and cancellations
• Offer real-time travel tips and suggestions

Well-built bots free up your team, improve response times, and keep international customers happy around the clock.

4. Optimise for mobile conversions

With nearly half of all travel bookings now made on a mobile, a responsive website isn’t a nice-to-have; it’s essential.

Optimise your mobile experience by ensuring that it :

• Loads in under three seconds
• Has clean, easy-to-use navigation
• Supports instant payments and live chat

A clunky mobile journey is one of the fastest ways to lose a customer to a competitor.

5. Partner, don’t build

Building your own tech can be expensive and slow. Instead, partner with proven providers that already know the industry.

• Use platforms like Wonderful for payments
• Work with experienced PMS vendors
• Consider “AI as a Service” firms to plug in smarter support

Partnering means less risk, faster rollout, and access to features you couldn’t build alone.

6. Upskill your team

The best tools mean nothing if your staff can’t use them confidently.

Invest in training to help your team:

• Master booking and CRM tools
• Leverage AI and automation
• Deliver personal, high-touch service with the help of tech

Technology doesn’t replace human touch, it enhances it, if your people know how to use it well.

7. Get professional input

Book a chat with payment consultants or tech advisors to explore:

• How to reduce your transaction fees
• Whether open banking is a good fit
• Which tools would actually improve your workflows

Even a single session can reveal ways to recover thousands in lost revenue.

8. Stay informed and agile

Tourism tech evolves quickly. Make a habit of staying updated by subscribing to:

• Industry newsletters
• Travel tech blogs
• Reports on traveller behaviour and booking trends

Being informed helps you act early, before trends become challenges. The key to staying ahead in a tech-driven market isn’t just about embracing every new tool. It’s about knowing where to focus.

• Optimise what already works
• Let smart tech do the heavy lifting
• Keep your team skilled and confident

That’s how modern UK tour operators and travel agencies will lead not just in 2025, but well beyond.

Embracing innovation: Why the future belongs to tech-savvy UK tour operators

Let’s be honest, the latest trends in the travel and tourism industry aren’t just clever add-ons anymore. They’re essential moves for any UK tour operator or travel agency that wants to stay relevant, competitive, and profitable in 2025 and beyond.

From AI-powered personalisation to frictionless payments through open banking, the most impactful emerging technological trends in the tourism industry are already proving their worth by delivering:

• Lower day-to-day running costs
• Higher conversion rates at checkout
• Better customer loyalty and satisfaction

And here’s the truth: the longer you wait, the more ground you lose to competitors who’ve already made the leap. Digital-first, personalised experiences are quickly becoming the default, not the exception.

They are already happening, already working:

• Open banking is cutting payment fees by up to 80%
• AI chatbots now handle support 24/7, no coffee breaks, no hold music
• Mobile-first booking platforms now account for nearly half of all new reservations

And the numbers back it up. In 2024:

• Domestic visitor spending hit US$5.3 trillion, up 5.4%
• International spending climbed to US$1.9 trillion, rising 11.6% year-on-year
• Travel demand is strong and the tools to serve it efficiently are already here.

So, what now? To lead this transformation (and not get left behind), here’s where to focus next:

• Review and upgrade your tech stack
• Reassess payment systems; look at open banking and mobile options
• Automate where it makes sense but keep the human touch
• Keep up with industry news and travel tech insights
• Partner with forward-thinking providers who understand your sector

The decisions you make now will shape your future in the travel industry. Digital-first. Data-driven. Customer-led. That’s the new standard. Those who move early won’t just keep up, they’ll set the pace for what modern travel looks like in the UK and beyond.

FAQs on current trends in the UK travel and tourism industry

What are two key emerging tech trends in tourism for 2025?

AI-powered personalisation and open banking payments are reshaping UK tourism. They streamline operations, boost efficiency, and meet rising demand for tailored, frictionless customer experiences.

How is AI used by UK travel agencies in 2025?

AI is used to build personalised itineraries, power chatbots, predict bookings, and automate marketing. It helps agencies save time, improve service, and grow bookings through smart automation.

What are the top travel trends in the UK for 2025?

Solo travel, sustainable tourism, mobile bookings, local experiences, and flexible payments are key trends. UK operators must align with changing traveller values to stay competitive.

How can small UK tour operators compete with big platforms?

By using automation, open banking, and AI tools, smaller operators can improve service, reduce costs, and offer personalised travel, matching larger competitors in speed and flexibility.

When did solo travel become a major trend in the UK?

Solo travel surged post-COVID, gaining traction from 2022. By 2025, it's a key trend, especially among Gen Z and Millennials seeking freedom, new cultures, and self-discovery.

Why is solo travel growing so quickly in 2025?

Solo travel is driven by remote work, flexible travel options, and a focus on personal growth. Social media and digital nomad lifestyles have made it more visible and accessible.

Which payment tech should UK travel businesses adopt?

Adopt open banking, BNPL (Buy Now, Pay Later), and digital wallets. These improve payment speed, security, and conversion rates, essential for modern, mobile-first travellers.

What are the future tourism trends to prepare for by 2026?

Expect voice search bookings, immersive AR/VR previews, smart payments, and carbon-neutral tourism. UK operators should invest now in scalable tech to stay ahead.

How can UK travel agencies stay ahead in a tech-first world?

Use AI tools, mobile-first booking, smart payment systems, and data-driven marketing. Upskilling teams and offering local, flexible experiences will keep you relevant.