Image credit: Park Hyatt St. Kitts The luxury travel experts at Wander have identified a key trend for 2025: destination-independent travel. Over half of travelers (59%) are now selecting their holiday accommodations before choosing a destination, marking a shift from traditional destination-based planning. This growing trend emphasizes the experience of the property itself - whether it’s a themed retreat, a luxury villa, or a nature lodge - rather than the location.
With many travelers no longer focused on specific destinations, properties offering immersive experiences and unique aesthetics are gaining popularity. Whether it’s a smart home or a secluded cabin, travelers are increasingly booking stays based on the property's identity and amenities, looking for more than just a place to sleep.
Social media plays a key role in this trend, with 65% of travelers using platforms like Instagram and TikTok for inspiration. Stunning visuals and influencer-driven content are pushing unique properties into the spotlight, prompting travelers to choose accommodations for their online appeal rather than their location.
Modern travelers expect advanced tech features in their accommodations. Smart home technology, high-speed internet for remote work, and seamless check-ins have become essential. These amenities are no longer just luxuries but factors that influence whether a property is booked, especially among younger travelers seeking convenience and comfort.
Advertising is also crucial, with 19% of travelers noting that ads directly influence their booking decisions. Well-timed campaigns featuring stunning visuals or special offers help convert interest into bookings. Additionally, reviews and recommendations, particularly through social media, continue to guide traveler choices, emphasizing the need for property owners to engage with past guests.
As destination-independent travel grows, the property itself has become the focal point of holiday planning. With travelers prioritizing experience over location, property owners can tap into this trend by highlighting unique, immersive stays and leveraging social media and tech to make their offerings stand out.
