PoB Hotels’ Whitepaper Reveals Key Travel Trends for 2025

Building on the success of last year's inaugural trends report, PoB Hotels has unveiled its highly anticipated 2025 Whitepaper, which offers a comprehensive analysis of the emerging travel trends for the upcoming year. 

Collaborating with esteemed luxury market research analysts at Altiant, PoB Hotels delved into the travel preferences of affluent British travellers, drawing insightful comparisons across various wealth brackets to illuminate how spending habits are shaping the luxury travel landscape. Highlighting key trends such as slow travel, hidden gems, and a growing focus on wellness and sustainability, this Whitepaper provides valuable insights into the evolving choices of luxury travellers in 2025, transcending all levels of affluence.

Commenting on the findings, Kalindi Juneja, CEO of PoB Hotels, said: "These results underscore the importance of domestic tourism in the UK. 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.”

“Alongside wellness, the importance of food and dining remains strong, with sustainability playing a vital role, as consumers embrace more conscious and authentic travel choices. As the leading collection of the finest independent hotels in the UK, we are excited that our 2025 report emphasises the enduring appeal of staycations and British breaks. Guests are gravitating towards cultural hubs as well as scenic coastal regions, perfectly aligning with the themes we’ve incorporated into our pre-curated PoB Breaks. We look forward to continuing to work closely with our member hotels to ensure PoB Hotels remains at the forefront of meeting the evolving desires of luxury travellers in 2025."

Kalindi Juneja, CEO of PoB Hotels

A Growing Love for UK Escapes

A notable 54% of affluent respondents indicated they took three or more breaks within the UK over the past year, up from 48% the previous year. Furthermore, 59% plan to uphold this trend by scheduling three or more trips in 2025.

Luxury Breaks as an Essential

Many Established and High-Net-Worth (HNW) individuals regard breaks as essential personal treats, regularly incorporating luxury hotel stays into their lifestyles, which highlights the importance of self-indulgence.

Travelling Together

The majority of travel is enjoyed in the company of a partner or spouse, with 81% intending to take a trip together in the coming year, an increase from 76% in 2023/24.

Wellness Takes Centre Stage

Wellness activities have become highly desirable, with 81% expressing interest. Leading the way are spa treatments (61%) and outdoor activities like hiking and cycling (45%), which contribute to well-rounded holiday experiences.

A Feast for the Discerning Palate

There is a strong demand for culinary breaks, as 36% of affluent and HNW travellers seek out luxurious dining experiences within the UK. For three-quarters of fine-dining enthusiasts, the emphasis on local ingredients and regionally inspired cuisine is essential.

Sustainability as a Key Decision Factor

Almost half (48%) of respondents are more inclined to choose hotels that adopt sustainable practices. They value local food sourcing, minimising food waste, and reducing plastic and water consumption, expecting these measures as standard rather than a premium offering.

Culture & Coastlines Lead the Way

The South West of England (58%) continues to be the preferred destination for wealthy British travellers in 2025. Other popular choices include the Cotswolds, Scotland, and North East England, showcasing a strong preference for cultural hotspots and scenic coastal regions.

The Desire to Escape and Rejuvenate

A clear inclination towards a slower travel pace is evident, with 59% attracted to a ‘slow travel’ philosophy. Additionally, 78% cite relaxation as their main reason for indulging in luxury UK breaks, reflecting a strong desire to unwind and recharge.

Top Priorities: Space & Service

For affluent British travellers, spacious accommodations (75%) and outstanding service (69%) are essential criteria when selecting luxury hotels in the UK.

In Search of Hidden Gems

Increasing overcrowding in popular destinations is prompting travellers to seek out quieter, lesser-known spots. This ‘quiet-travel’ trend indicates that nearly half (45%) prioritise the discovery of hidden gems, a figure that rises to 53% among Established and HNW individuals.

The full 2025 Whitepaper can be downloaded here.