At the 2025 Arabian Travel Market, an engaging panel hosted by Hospitality News Middle East brought together top voices in tourism to discuss what’s shaping the future of travel. Held on April 28 at the Future Stage, DWTC, and moderated by Lisa Jerejian, communications manager at Hospitality Services, the session shed light on shifting traveler behaviors, market dynamics and emerging trends that are redefining the industry.
Experiential travel: the sought-after currency
Today’s travelers are not just seeking destinations — they’re seeking transformation. Social media creator and travel influencer Haifa Beseisso emphasized the growing demand for emotionally resonant journeys. “Travelers today aren’t just booking trips—they’re booking transformation,” she noted, highlighting the popularity of wellness retreats and cultural immersion.
Eddy Tannous, COO at Rotana Hotels, echoed this from a hospitality standpoint, stating that guests increasingly value authentic, localized experiences over traditional “luxury.”
Justin Reid, senior director of global partnerships solutions at Tripadvisor, pointed out that escapism remains a key motivator as travelers look to disconnect and rejuvenate in an overstimulated world.
Wellness and slow travel take center stage
A standout theme was the rise of wellness tourism and slow travel. Leila Serhan, senior vice president and group country manager, North Africa, Levant and Pakistan at Visa, shared data showing significant increases in extended stays and luxury train travel, particularly among Gen X and millennials. Spending per traveler in this segment has jumped over 70 percent, signaling a deeper commitment to immersive, leisurely experiences.
Hala Matar Choufany, president of HVS MEA, stressed that destinations like Morocco and Turkey are reaping the benefits of integrating wellness with local culture. However, she warned against superficial efforts: “A spa doesn’t make a hotel wellness oriented. True wellness requires purpose-built infrastructure and qualified practitioners.”
The rise of purposeful, intergenerational and solo travel
Travel in 2025 is deeply personal and increasingly diverse. Multi-generational trips and solo female travel are gaining momentum. Reid highlighted the resurging influence of older travelers, noting that over-55s now represent a significant market segment with time, spending power and nostalgia-driven interests.
Meanwhile, younger travelers are craving independence and authenticity. Beseisso shared insights from her community, stating: “People are traveling to see the world for themselves—not just through headlines.” Travelers are more curious, intentional and eager to connect with places on their own terms.
Technology and AI: tools, not replacements
While AI is transforming trip planning and service personalization, panelists cautioned against overreliance on technology. Reid praised AI’s ability to streamline travel planning, while Tannous emphasized the importance of maintaining human touch in hospitality. “AI should serve the experience, not become it,” he said.
Sustainability: beyond buzzwords to real impact
Sustainability emerged as a non-negotiable priority. Choufany called for a shift from performative efforts to genuine action—emphasizing repurposing, long-term thinking and meaningful impact. Serhan added that younger generations are increasingly drawn to brands that prioritize sustainability, with 60 percent willing to pay more for eco-friendly options.
Tannous acknowledged the challenges of balancing comfort and responsibility: “We may not be able to remove ACs, but we can act responsibly to minimize impact.”
Emerging destinations and new travel models
Looking forward, the panel identified Africa, Saudi Arabia, and lesser-known European spots as emerging travel hubs. The rise of thematic travel—such as mother-daughter getaways—is also reshaping how destinations are marketed.
Serhan highlighted cross-border spending growth in countries with relaxed long-stay visa policies, including the UAE, Portugal and Mexico. Reid predicted that destinations capturing U.S. travelers looking beyond domestic options could secure long-term loyalty.
