Wellness activities and sustainability key priorities for travellers in 2025

The PoB Hotels 2025 Whitepaper has revealed that wellness will be at the forefront of travel trends in the coming year

By Wendy Golledge

30 October 2024

pobhotels.com/the-whitepaper-2025/

Luxury British independent hotelier PoB Hotels has released its 2025 Whitepaper, revealing traveller trends for the year ahead.

Wellness, added value and sustainability ranked high among guest priorities for the domestic market in 2025.

Created in collaboration with luxury insight specialist Altiant, The Whitepaper 2025 surveys a diverse mix of travellers to uncover evolving booking patterns and travel trends.

The survey gathered responses from 2,046 participants and sheds light on UK travel in the current economic climate, illuminating domestic guest expectations and travel plans that will influence the year ahead.

Two people sat in a pool looking out of a church like window — The Royal Crescent Hotel Spa, Buxton

Wellness remains centre stage

According to the report, rest and relaxation remain the top motivators for luxury UK breaks. Three quarters (78 per cent) of respondents listed wellness this as a key factor for travel.

A third (33 per cent) expressed interest in spa breaks, 15 per cent in sports and leisure and 18 per cent in wellness retreats.

Spa treatments (61 per cent) and outdoor pursuits like hiking and cycling (45 per cent) led the way as desired holistic holiday experiences.

Combined, 87 per cent of respondents emphasised the importance of overall wellbeing when booking UK hotel stays.

Smiling woman in white suit jacket sat on a sofa

“In 2025, wellness – both physical and mental – will take centre stage, as guests increasingly prioritise rest, relaxation and rejuvenation. Travellers are seeking not only traditional wellbeing activities but also more diverse and holistic experiences, reflecting a shift towards more mindful and balanced breaks.”

Kalindi Juneja

CEO, PoB Hotels

Slow and quiet travel

Guests’ desire to slow down is strong, with 59 per cent of respondents expressing interest in slower travel.

This style of tourism, which aligns with sustainability and mindful exploration, is reflected in the 78 per cent of respondents that cite rest and relaxation as their primary reasons for taking UK breaks.

Two-in-five travellers also expressed a desire to discover hidden gems, eschewing overtourism for ‘quiet travel’ in new destinations that haven’t been heavily spotlit.

An outdoor spa pool viewed at night — The outdoor spa at Calcot Manor in the Cotswolds

A rising concern for sustainability

The desire to travel sustainably was reflected in the 38 per cent of respondents keen on sustainable travel options.

Nearly half (48 per cent) said they are more likely to book hotels that champion sustainable practices.

Almost three quarters (70 per cent) also cite locally sourced food as an essential consideration.

Travel priorities for 2025

The Whitepaper 2025 from PoB Hotels predicts additional travel trends for 2025 including:

• Larger bedrooms matter – 75 per cent of guests want spacious bedrooms during a luxury UK

• Over half (54 per cent) of the sample took three or more UK breaks in the past year, an increase from 48 per cent the previous year

• Exceptional service (69 per cent) is non-negotiable for affluent British travellers when staying in hotels in the UK

• Travelling with a partner continues to dominate as the most popular option, with 81 per cent of respondents planning trips with their significant other in the year ahead – an increase from 76 per cent in last year’s report.

Domestic tourism will remain buoyant, with nearly all respondents (98 per cent) planning to take at least one trip in the UK in the next 12 months. Almost half of the sample said they are expecting to spend more on domestic trips in 2025.

Location drivers including hidden gems, cultural experiences and coastlines came out on top as location-drivers for guests.

The southwest of England was revealed as the most popular region (58 per cent) with the Cotswolds and Scotland following close behind.

The full report can be downloaded here.

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