Business Travel Rebounds as Holiday Destinations Shift in 2025, According to Global Hotel Alliance [Video]

• Global Hotel Alliance (GHA) reports Japan and Thailand as the top holiday destinations for 2025. Business travel growing – 13% increase in planned business trips globally, led by China, Germany, and Spain.
• Relaxation overtakes exploration as the main travel motivation, and loyalty platforms remain the favored tool for hotel search and booking.

Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has released its members’ top travel destinations and motivations for 2025. The report reveals that Japan and Thailand are the most popular holiday destinations for the second year, while China climbs to third place, surpassing Spain. Australia, New Zealand, and Italy are tied for fourth, replacing Canada and Hawaii, the favorites in 2024.

GHA members strongly prefer leisure travel, with 99% planning holidays in 2025. However, business travel is also returning, with …