London Leads the Way in Global Travel Demand
eDreams ODIGEO, one of Europe’s largest e-commerce travel businesses and the world’s foremost travel subscription platform, has released its 2024 Year in Travel report. Known in the UK through its popular brand Opodo, the report highlights global travel patterns, top destinations, evolving booking habits, and trending locations for 2024 while offering early insights into the preferences shaping travel in 2025.
Top Destinations for 2024: Paris and London Shine
Paris held the top spot as the most-booked destination worldwide in 2024, with Barcelona and Palma de Mallorca following closely. London ranked fifth, maintaining its status as a go-to destination. Global interest in London remained strong, especially among European travellers, with Germany leading inbound visits (20%), followed by Spain (17%) and France (15%). Within the UK, London, Manchester, Edinburgh, and Birmingham topped the list of destinations for international tourists.
For British travellers, Paris, Amsterdam, and Barcelona were the most sought-after cities, with additional interest in Istanbul, Rome, Lisbon, and Dublin. These destinations suggest a preference for culturally rich, accessible European cities among UK travellers.
Growth Destinations: Exploring New Horizons
Several less traditional destinations gained traction in 2024, reflecting an appetite for new travel experiences. Kuala Lumpur saw a significant rise in demand (+49%), with Egypt’s Hurghada (+38%) and Santiago de Chile (+36%) also making notable gains. In the UK, emerging favourites included Munich (+53%), Cologne (+47%), and Bilbao (+27%). Germany’s hosting of the UEFA European Football Championship likely boosted interest in its major cities, driving more UK travellers to explore these locales. These choices illustrate a shift toward unique cultural and sporting experiences as motivating factors for travel.
Travel Searches and Trends: London, Bangkok, and Tokyo Capture Attention
London emerged as the top-searched destination globally in 2024, with Paris and New York City also among the most popular choices. However, Asia’s allure is undeniable—Bangkok and Tokyo both climbed the ranks in search interest, a trend that appears set to continue into 2025. For British travellers, Bangkok topped the list of searches, followed by Tokyo and New York City, indicating a desire to venture further afield next year.
Evolving Travel Habits: Flexibility and Spontaneity
Travellers increasingly favoured short trips in 2024, with 32% choosing three to four-day stays. Last-minute bookings remained prevalent, as 36% of global travellers and 37% of UK travellers booked their trips within two weeks of departure. Meanwhile, nearly a quarter of global travellers made their reservations more than 61 days in advance, suggesting a blend of spontaneous and strategic travel planning.
According to eDreams ODIGEO’s data, a desire for diverse options has become a key trend. An internal poll of 10,000 customers revealed that 84% of respondents prioritize flexibility in travel arrangements, opting for varied airline and accommodation combinations. This trend highlights consumers’ focus on maximising value and control over their travel choices.
Outlook for 2025: Long-Haul Destinations Dominate
For 2025, Bangkok ranks as the most-booked and most-searched destination, with Tokyo, Paris, and London following closely. Short and long-haul destinations appear to attract equal enthusiasm, whether for the cultural appeal of Asian capitals or the timeless attractions of European cities. London’s popularity as the second most-booked destination for the upcoming year affirms its status as a perennial favourite.
British travellers, while searching for exotic locales like Bangkok and New York City, have made more bookings to nearby European cities, including Amsterdam, Barcelona, and Malaga, signalling that convenience and accessibility remain key considerations.
The Rise of Sports and Cultural Tourism
In 2024, sports tourism played a prominent role, accounting for 10% of global travel. Major events like the UEFA European Championship in Germany and summer competitions in Paris contributed to a notable rise in travel to these cities. The trend shows no signs of slowing; early bookings for 2025 indicate significant interest in destinations hosting major events, from the Women’s Rugby World Cup in the UK to the Asian Winter Games in China.
Cultural events are also set to attract global attention next year. The World Expo in Osaka has already driven a sharp increase in searches, and the Catholic Jubilee Year in Rome is expected to draw considerable interest among travellers seeking religious or cultural experiences. Similarly, music tourism looks strong, with concerts by global artists like Dua Lipa and the highly anticipated Oasis reunion tour prompting surges in searches to various European cities.
Looking Forward
eDreams ODIGEO’s Year in Travel report underscores the changing landscape of global travel. With a focus on flexibility, a renewed interest in less-traveled regions, and enthusiasm for international events, 2025 promises a dynamic year for the travel industry. From London to Bangkok and from the UEFA European Championship to the Jubilee Year, the coming months are set to offer travellers a rich array of experiences, reflecting a robust return of demand for both iconic and off-the-beaten-path destinations.