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According to the groundbreaking Global Rescue Winter 2025 Traveler Sentiment and Safety Survey, the travel landscape is transforming significantly as cautious optimism defines traveller sentiment. Revealing critical shifts in travel behaviours, preferences, and planning methods, this survey paints a vivid picture of the post-pandemic travel era, highlighting surging reliance on artificial intelligence and a pronounced aversion to risky destinations.

For the first time, most global travellers—59%—are actively avoiding travel to high-risk locations in 2025. This statistic marks an astounding 145% increase in cautious travel planning compared to the 24% recorded in 2023. Conversely, only 22% of respondents indicated a willingness to explore potentially dangerous areas, reflecting a sharp 35% decline since two years prior. Nearly one-fifth of travellers (19%) remain undecided, showcasing ongoing apprehension amidst global uncertainties.

Dan Richards – Chief Executive Officer – Global Rescue.

Dan Richards, CEO of The Global Rescue Companies and esteemed member of the U.S. Travel and Tourism Advisory Board at the U.S. Department of Commerce, highlighted this dramatic shift: “Travelers are prioritizing safety and security like never before, influenced profoundly by global instability, natural disasters, and health risks. The era of fearless adventure has evolved into an era of prudent exploration.”

The increasing role of technology, particularly artificial intelligence, further underscores the seismic shift in traveller behaviour. While 59% of travellers still choose not to engage with AI-driven planning tools, the figure represents a 34% decline from Fall 2024, when an overwhelming 90% refrained from AI. Those embracing AI utilize these advanced tools predominantly for itinerary planning, basic research on destinations, recommended activities, accommodation, transportation, and dining suggestions.

“AI’s contribution to the travel industry is expanding rapidly,” Richards observed confidently. “Travelers are discovering how effectively AI streamlines their decision-making process, significantly enhancing efficiency and personalization. As technology continues to advance, we anticipate widespread adoption, fundamentally reshaping travel planning in the coming years.”

Travel patterns also reflect these shifts, with travellers increasingly choosing companions over solitary ventures. Although solo travel remains popular—35% will take entirely solo trips—there’s a noticeable rise in group travel involving family, friends, or organized tours. An additional 16% expressed intentions to travel solo within larger groups, indicating a strong desire for controlled independence amid collective experiences.

Most encouraging for stakeholders in the global travel industry is the pronounced optimism among travellers concerning the industry’s future. After enduring a devastating 75% value decline in 2020, the travel sector has steadily recovered. Today, 61% of respondents confidently predict sustained growth surpassing pre-pandemic levels. Another 26% believe the industry will stabilize at its former heights, while only 4% anticipate another downturn.

Richards confidently predicts the travel industry’s promising trajectory: “We are undoubtedly in a robust phase of industry resurgence. Travelers’ eagerness combined with enhanced safety measures and technological advancements will propel the industry to unprecedented levels. The future is not just bright—it’s transformative.”

With the compelling insights provided by the Global Rescue Winter 2025 Traveler Sentiment and Safety Survey, businesses and travellers alike are well-equipped to navigate the evolving travel landscape and ensure safety, satisfaction, and sustainability at the heart of every journey.