[Trend 2025] Breaking the Mold of Modern Travel

Expansion of AI Utilization and Influencer Impact
Rising Popularity of Pet-Friendly and Nighttime Travel
Diversification Reflecting Personal Preferences and Values

The heatwave has begun. These days, the desire to travel is stronger than ever. The way people travel is changing. Rather than simply asking "Where should I go?", questions like "With whom, when, and how should I travel?" have become more important. New travel methods are emerging, such as trips planned by artificial intelligence (AI), recommendations from creators, traveling with pets, and choosing travel times based on climate considerations. This article explores the summer vacation trends of 2025 and examines how travel culture has evolved from the past.

The most notable change is that AI is now deeply involved in every stage of travel, from planning to local experiences. According to a survey by Booking.com, 57% of Generation Z respondents said they use AI before going on a trip. The use of generative AI to discover hidden gems and reduce travel preparation time is becoming increasingly common.

According to usage data from Hanatour's "Travel Information AI," the number of questions travelers asked AI exceeded 70,000. Consumers are searching for a wide range of information through AI, including local weather and temperatures, basic information about destinations, and itinerary recommendations. For travelers, AI has become more than just a tool?it now acts as a personalized travel concierge.

The second trend is a new way of attracting travelers, led by social media creators. Moving away from traditional travel agency packages, influencer-curated travel products are rapidly spreading in the form of group purchases via social media. Recently, in Korea as well, the combination of creators and the travel industry is evolving into the form of "social media group purchases."

Expedia's "Travel Shops" is an attempt to convert this interest into purchases. Travel Shops function as curated select shops, allowing consumers to easily browse and book travel products curated by influencers. The MZ generation prefers to choose their trips based on the recommendations and experiences of creators they trust, rather than standardized packages.

The third trend is that traveling with pets has become a massive industry. In April, the "Daengdaengi Charter" flight to Jeju for pets sold out within a day despite its high price. Traveling with dogs is now a common sight. The era when travel was considered "exclusively for humans" has passed, and the era of "pethumanization," where pets are regarded as family members, is now in full swing.

Beyond domestic travel, cases of traveling abroad with pets are also increasing. According to Korean Air, in 2024, the number of pets traveling in the cabin on both international and domestic flights reached 28,240, an increase of about 12.1% compared to 25,181 before COVID-19. Specialized travel products are emerging, offering not only accommodation with pets but also dedicated play facilities, special menus, and pet-sitter services.

The fourth trend is new travel patterns in response to climate change. As the world gets hotter, more people are avoiding sightseeing during the day and choosing to travel at night. Due to heatwaves and sharp increases in perceived temperatures caused by climate change, it is expected that in 2025, travelers will prefer to travel at night rather than during the day. According to surveys, about half of travelers plan to avoid high daytime temperatures by sightseeing at night (48% in Korea, 54% globally), and many plan to be active in the evening or early morning when the sun is less intense (59% in Korea, 57% globally). As a result, time-specific products such as night tours, sunrise trekking, and early morning market visits are gaining popularity, and tourist destinations are expanding their nighttime operating hours.

As such, recent travel trends are evolving into extremely segmented experiences tailored to individual preferences and circumstances. Travel is no longer something enjoyed within a fixed framework; it is becoming a fully personalized experience that reflects each person's lifestyle and values. Travel is no longer just about "going somewhere"?it is becoming a means of self-expression. In the summer of 2025, people are beginning to consider how to design their travels in a way that best expresses themselves.

Choi Ji-hye, Research Fellow, Center for Consumer Trend Analysis, Seoul National University