Travel advisors are pointing to Europe as the top destination for the upcoming 2025-26 travel season, according to a Granite Travel Trade Expos survey conducted in August 2025. A decisive 75% of advisors identified Europe as the preferred region for client bookings, followed distantly by Asia at 27.2%. As the Granite Trade Expos prepare to launch their Fall 2025 roadshow, these results offer a clear snapshot of current traveler demands and agent expectations.
Beyond geography, the survey reveals a strong desire for meaningful experiences over simple sightseeing. The top requests advisors are seeing include cultural immersion/local trips (58.9%), ocean or river cruises (55.9%), and adventure/active travel (51.5%). Additionally, about 40% of advisors reported clients are actively seeking to avoid over-tourism, a situation that becomes increasingly undesirable, a good example being Cruise Ships arriving in Santorini Greece, creating severe overcrowding.
While Europe dominates overall interest, the destinations advisors want to learn more about are telling: Portugal (69.3%), Japan (53%), Thailand (46.5%), Peru (38%), and Canada (26%), suggesting an appetite for both established favorites and deeper exploration of less-obvious regions.
Supporting these trends are several key shifts in booking behavior. The traditional Sun/All-Inclusive vacation remains a consideration for 68% of clients. In terms of eco-conscious travel, 26% of advisors report an increase in demand, particularly among younger travelers, though 37.6% say demand is still relatively low. Significantly, booking lead times are lengthening: 45% of bookings are now made six months or more in advance, with an additional 39% falling in the three-to-six-month window. When planning, 45% of clients use social media for inspiration, and 27.2% are experimenting with AI-driven trip tools. Yet, about half (50.5%) still prefer direct, personalized service from their travel advisor.
Collectively, these insights show a travel landscape where clients are confident enough to plan far ahead and are looking for depth over distance. Europe’s surging popularity signals a return to long-haul, culturally rich journeys. For travel professionals and suppliers, the takeaway is to move beyond simply selling a destination and instead focus on providing immersive narratives, guiding extended booking lead times, and leveraging technology to enhance service without sacrificing the crucial human connection. For travelers, the message is to think big, but also to think intentionally about the kind of story they want their next journey to tell.