Trends shape how we engage with the world. We’re drawn to the allure of the new, the feeling of being on the bleeding edge of something, setting the pace for those that follow. It’s no wonder, then, that trends are so important in travel. Travel is largely about experiencing the new, opening ourselves up to unfamiliar cultures and destinations.
Trends also offer a blueprint in the wake of chaos. “Trends provide clarity and a roadmap for how to engage with the world around us,” explains Jenny Southan, CEO of Globetrender, to the BBC. Considering the unpredictability of the modern world, it’s no accident that people look to trends to offer a signal through the noise.
Trends also define eras. Back when Goway launched in 1970, the world was at the tail end of the Jet Set age, when travelling by commercial aircraft became mainstream. The decade that followed capitalized on commercial air travel to see the birth of mass tourism and package holidays, especially to Europe. In those early days of the mass market era, Goway’s Founder & President Bruce Hodge saw an opportunity to stand out from the market and set a trend that catered to what package holidays were missing.
In the late 1960s, baby boomers were coming of age and were animated by a countercultural spirit. That countercultural spirit bled into the 1970s, when young adult travellers were itching for something raw and authentic. However, the market hadn’t adapted, and a new travel trend offered the way forward. Hailing from Australia, where it was common for young people to rent a van and head overland through the outback, camping along the way, Bruce saw the opportunity for adventure travel to give travellers what they were missing. Goway started operating overland camping trips across North and South America, becoming North America’s first adventure tour operator. By catering to a universal human emotion—the need for adventure—and a generational itch—the need for authenticity—Goway set a trend that impacted travel throughout the decade.
Today, people are still animated by their desire for novelty and authenticity to follow trends when exploring the world. They’re drawn to stargazing and noctourism to take in the majesty of the universe at night, to setjet to their favourite movie locations to make the stories they watch come to life. They slow down the pace with slowcations or escape the sweltering heat with coolcations. Through it all, certain trends have stayed the course.
It’s important to remember that behind every trend is a person wanting to discover more about themselves and the world. To reveal the human side of trendsetting and to learn some tips gleaned from a life in the travel, we have gathered stories from five Goway experts to comment on some of the trends that define travel as we know it.
Long Honeymoons by Sean Hebert, Vice President The Americas
Most people view a honeymoon as an opportunity to book a luxurious hotel in a warm destination, and to unwind after the arduous process of planning and managing the big day. It's a wedding detox, essentially. My wife and I wanted something a little different. Hence, why we sought out a long honeymoon, which transforms a typical week-long stay in one destination into a longer, more immersive, and more varied bucket list travel experience.
We decided to build out a custom, two-week itinerary to Costa Rica that was packed with experiences that got our hearts pumping: a snorkelling sail up the Pacific Coast north of Tamarindo; a sloth-spotting scramble in the shadow of the Arenal volcano near La Fortuna; and a quick dip at the foot of a massive waterfall in the cloud forests near Monteverde.
Perhaps most memorable, though, was our stay at the remote and extraordinary Pacuare Lodge, which guests reach via a guided white-water rafting trip into the deep jungle. It was a metaphor for marriage itself—a venture into the unknown, and an embrace of the challenges that we'll encounter on the long road ahead.
Rail Travel by Moira Smith, Vice President Asia
Rail travel is slow travel at its best. There’s something romantic and civilized about watching the world unfurl outside your window. If you’ve ever had the chance to travel with Rovos Rail in Africa, you’ll understand what I mean: there’s something decadent and delightful about sipping champagne in an Edwardian bath while watching the African veld roll by.
Travel in 2025 can be hectic. Rail travel is a respite from the stress of airports and highways, offering a calmer and more refined journey. It’s also more environmentally responsible, producing significantly less carbon than a trip by plane or car.
In my own many rail travels, I’ve found that travelling by rail lets me truly appreciate a landscape. The scenery shifts as you look outside the window. Last year, I rode The Vietage in Vietnam from Hoi An to Quy Nhon and experienced the transformation of the country on the journey south: lush countryside gave way to coastal views, all while I relaxed with premium wines in my plush leather seat.
My personal favourite aspect of rail travel is the social dimension. The shared space and slow pace allow you to connect with your fellow travellers in ways that simply are not possible on other trips. The beauty of rail journeys is that they transform travel time from a necessary inconvenience into the highlight of your trip. You’re not just getting from Point A to B; you’re experiencing the travel journey in its very essence.
Solo Female Travel by Maria Spitman, Reservations Supervisor
As the world grows more accessible, it’s increasingly popular for women to explore the world on their own. Of course, you need to be smart and safe when exploring as a solo female traveller.
Hotel location is key. It’s worth investing a bit to be closer to major sites, major transit lines, and in safer, better-lit areas of the city. Smaller hotels tend to have friendlier atmospheres, and the staff will be more likely to remember your face and notice if a non-guest is there who shouldn’t be. Getting a pre-arranged arrival transfer is also a must, especially in countries with a language barrier. The only time things went sideways in my myriad solo travels was when I decided I could manage local transit from Istanbul Airport without one. This wasn’t the case, and I wound up taking a taxi and paying far more than needed versus if I had pre-arranged everything. Having an expert travel planner in your corner does wonders for factoring all these things in advance.
I’ve also found that small choices go a long way to keeping you safe and helping you experience a destination more authentically and safely. Dressing like a local helps you blend in and see the country from their eyes; learning basic phrases helps locals open up when you interact with them; and I even go to a movie while visiting new countries just to get a taste for real local life.
Don’t forget to leave room in your schedule for adventure and whimsy. You need some freedom to explore because experiencing the new and being delightfully surprised by a hideaway bakery or street art is what travelling the world is all about.
Shoulder Season Travel by Paul Holinaty, Product Manager Northern & Central Europe
As long as I've been in the business, there’s been a desire to take advantage of the shoulder season. This term is a broad one, but it generally refers to travelling in the spring or fall when the weather is still pleasant, but the cost is more affordable. The big appeal is the smaller crowds, which means more time to yourself at landmarks.
Of course, if you’ve been to Italy or France in October, you’ll know that the shoulder season is constantly changing, and the peak season is blending into the fall. That’s why this trend has such staying power: it’s a shifting target and one where insider advice is essential to hitting the bullseye.
To take full advantage of the shoulder season, adjust your aim based on the specific destination. In Europe, look East to the Baltics or countries like Romania, Poland, or even eastern Germany, which are gorgeous in the fall, but lack some of the crowds of the Mediterranean. In the Nordic countries, March and early April or September and October offer great weather, fewer crowds, and the chance to see the Northern Lights!
The shoulder season is also an ideal time for road tripping across Europe. There’s less traffic on the roads, even outside the main cities. Remember that the summer is vacation time for locals, but in the shoulder seasons, they’re working, which means you don’t have to contend with locals clogging the highways. September and October are also flush with local festivals, and not just Oktoberfest. These events are great opportunities to experience the culture in an authentic way.
The shoulder season in Europe will continue to evolve with climate change and shifting travel habits. What will never change is the desire of travellers to hit the sweet spot, and the need for a travel expert to help them make that happen.
Destination Dupes by Carolyn Weppler, Senior Vice President
As the world gets busier, more people are seeking out appealing destinations that haven’t been over touristed. Enter the destination dupe, which is a country or city that offers many of the same attractions and experiences as more popular spots, but without the crowds.
Vietnam is a perfect example of a destination dupe. It has excellent travel infrastructure, gorgeous landmarks such as Halong Bay and Ninh Binh, sandy beaches, and lots of cultural appeal, but it doesn’t attract the same volume of visitors as other destinations in Southeast Asia. Destination dupes also naturally appeal to trendsetters; they offer the chance to discover new gems, beat others to the next hotspot, and save money while doing it.
You might say that Aren was destined to become a globetrotter after his family took him to Germany two times before he was four. If that wasn’t enough, a term spent in Sweden as a young teenager and a trek across Vietnam, Cambodia, and Thailand confirmed that destiny. An independent writer, director, and film critic, Aren has travelled across Asia, Europe, the Middle East, and South America. His favourite travel experience was visiting the major cities of Japan’s largest island, Honshu, but his love for food, drink, and film will take him anywhere that boasts great art and culture.
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