Three Days at WTM London: Tracking the Future of Travel

Spending three days at WTM London offered a fascinating snapshot of how travel is evolving — not only in the way we market destinations, but in the way people dream, plan, and experience their journeys. Beyond the bustle of meetings and networking, the conferences revealed a clear direction: personalisation, digitalisation, and human connection will define the next era of tourism.

1. A New Traveller Mindset

Today’s travellers are more informed, more purposeful, and more demanding of meaningful experiences. The new generation of digital natives knows exactly where they want to go — often from as young as eight years old. Their choices are shaped by social media, online communities, and a strong sense of personal identity.

They are also influencing family decisions, particularly around food and wellness. From sustainable eating habits to plant-based diets, the rise of food tech and nutrition tracking apps is transforming not only what people eat, but how they travel. DNA-based nutrition, fitness trackers, and even smartwatches now play a role in defining what’s on our plates, even while abroad.

2. Food, Health, and Sustainability

The conversations around food at WTM went far beyond “culinary tourism.” Attendees highlighted a new awareness of how diet, medication, and health goals influence travel choices. Travellers are seeking sustainable products, reduced meat and dairy consumption, and ethical sourcing. Food has become a lifestyle statement — part of wellness, identity, and even environmental responsibility.

3. The Reinvention of “All-Inclusive”

Perhaps the most surprising trend is the reinvention of the all-inclusive model. Once seen as generic and uninspired, it is now being reimagined to meet the expectations of younger, experience-driven guests.Economic pressures are certainly pushing travellers toward all-inclusive holidays, but the concept itself is evolving fast.

Major hotel groups, including Hilton, report a growing number of repeat guests for their all-inclusive properties. The focus is no longer on unlimited buffets, but on immersive experiences, local authenticity, and family-friendly flexibility.

Travellers now want to enjoy the best of both worlds: the comfort and convenience of an all-inclusive stay, paired with local discovery — cultural excursions, curated DMC activities, and on-site booking options that bring the destination closer to the guest. Sustainability is also becoming a core part of the all-inclusive offering, from energy use to local sourcing and community engagement.

4. The Digital & AI Revolution

At the heart of all these changes lies digital transformation. From AI-driven personalisation to predictive travel assistants, the technology now shaping tourism goes far beyond convenience — it is redefining the guest journey itself.Artificial Intelligence and digital tools will not only guide how people consume travel but how they live it: discovering, booking, sharing, and even re-living their experiences through data-driven recommendations and connected ecosystems.

In Summary

WTM 2025 made it clear: the future of travel will be more intelligent, intentional, and individual. Hospitality operators and destinations will need to evolve quickly — blending human touch with digital precision, and crafting experiences that are at once sustainable, personal, and emotionally engaging.

Travel, at its best, has always been about connection. The next decade will simply redefine how we create it.