For the second consecutive year, Japan and Thailand have secured the top spots as the most sought-after holiday destinations in a report release by Global Hotel Alliance (GHA).
The report, which reveals its GHA DISCOVERY members’ top destinations and travel motivations for 2025, also highlights China as toppling Spain to get to the third spot after Japan and Thailand, while Australia, New Zealand and Italy share the fourth spot, and Canada and Hawaii, popular choices in 2024, have slipped out of the top five.
While leisure travel remains the primary focus for most members, with 99 per cent planning holidays in 2025, business travel is also experiencing a resurgence. A substantial 62 per cent of members are planning work trips, with travellers from China, Germany and Spain leading the charge.
Over 93 per cent of members intend to travel internationally for leisure next year, and 69 per cent plan to do so for business. Business trips are expected to be primarily regional, while leisure travel will extend further afield, with Europe and Asia being the preferred destinations for all source markets.
GHA’s Singaporean members are particularly keen on international business travel, while Chinese and Australian travellers are more focused on domestic trips for business. For leisure, 75 per cent of Singaporeans plan overseas vacations, while Indians favour the Middle East. Japan is the top holiday destination for members in China, Australia, Thailand, and Singapore, while Japan-based members prefer Thailand and Indians are keen on Europe.
Spanish, German, and UK travellers continue to favour Thailand and Japan for holidays, with renewed interest in Dubai, New York, and the Caribbean. Business trips will stay within the region, followed by Asia, North America, and, to a lesser extent, the Middle East.
US members are planning both domestic and international vacations, with Europe and the Caribbean, with familiar hotspots like Hawaii, Spain, and Italy still popular. For business travel in North America, domestic trips will dominate in 2025.
For UAE-based members, Thailand has surpassed Japan as the top holiday destination and Vietnam has emerged as one to watch for 2025. Intra-regional holidays within the Middle East are also expected to remain popular. On the business front, international travel will significantly outweigh domestic trips.
Relaxation and unwinding are the top priorities for travellers in 2025, followed by exploring new destinations and escaping everyday life. GHA Members are keen to balance new experiences with revisiting favourite destinations, the report finds. Recommendations from friends and family, as well as loyalty programme websites and apps, are the primary sources of travel inspiration and booking.
“2025 promises to be a year of exploration, with destinations like Japan, Thailand, UAE and Italy continuing to captivate our members, alongside new favourites like New Zealand, and Vietnam” said Kristi Gole, Executive Vice President of Strategy at GHA.
“As business travel continues its long recovery and longer leisure stays take centre stage, we’re seeing a clear shift towards blending work and relaxation. And with loyalty programmes increasingly influencing choice, we are in a prime position at GHA to help our members make the most of their travels across these sought-after destinations.”