The year 2024 marks a major turning point for the global tourism sector, with an almost total return to pre-pandemic levels. More than 285 million tourists travelled in the first quarter of 2024. According to Accor’s European Travel Trends report, 53% of Europeans plan to devote more of their budget to travel, highlighting already emerging priorities such as wellness, sport, culture, and ecology in 2025.
To meet these constantly evolving expectations, ALL.com, Accor’s booking platform and loyalty programme, is positioning itself as a key player. Its ambition? To anticipate trends and design unique and inspiring experiences tailored to the needs of today’s and tomorrow’s travellers.
2024 – Sports tourism continues to rise
The summer of 2024 was propelled by the momentum of Paris 2024, attracting a wave of international visitors. This momentum has also been demonstrated by ALL members: 25% have made at least one trip to attend a sporting or musical event, and the trend is even stronger among 18–34-year-olds (over a third of respondents). Sports tourism has confirmed its central role in the industry, worth USD 564.7 billion in 2023, according to the ibis Trend Report for 2025. The trend is expected to grow by 12% in the next year.
In response to this growing demand, Novotel and ALL.com introduced a unique offering: La Suite Novotel by ALL.com. This permanent hotel room at the heart of Paris’ Parc des Princes stadium allows travellers to combine their passion for football with a distinctive immersive experience, enjoying the comfort of a Novotel room while sleeping in the home stadium of Paris Saint-Germain.
2024 – Gig-tripping: major events redefine travel
Gig-tripping is revolutionising cultural tourism. A concert can become the driver for a cultural adventure or the trigger for an extended holiday, combining a passion for music with tourism.
In Sydney, concerts for Taylor Swift’s Eras Tour at Accor Stadium attracted 335,000 fans, generating record occupancy for the city’s 40 Accor hotels. Similarly, performances by artists like Beyoncé, Coldplay, and Oasis have significantly boosted bookings.
ALL.com has established itself in the entertainment sector, offering exceptional experiences at premier venues like Accor Arena in Paris, Accor Stadium in Sydney, and others in Rio, Hamburg, London (O2 and Wembley), and Sydney (Qudos). Members enjoy pre-sale tickets, tailor-made experiences, and VIP access.
FORECAST 2025
Slow travel: reconnecting with the journey
Travellers are increasingly prioritising sustainability. Younger generations, more aware of climate issues (+14% compared to older demographics), are choosing environmentally responsible modes of transport. Slow travel shifts focus from the final destination to the journey itself, emphasising experiences and reduced impact.
ALL.com supports this movement with a variety of eco-friendly services and partnerships, such as those with SNCF for green mobility and Sixt for electric vehicle hire. Members can even donate Reward points to charitable associations through the Dift solidarity initiative.
ALL.com’s platform promotes local and responsible choices, offering authentic human adventures through its hotels, restaurants, and activities.
Exploring differently: the rise of dupe destinations
Faced with overtourism challenges in destinations like Venice, Bali, and Amsterdam, travellers are seeking alternatives to avoid crowds and reduce environmental impacts. Known as dupe destinations, these lesser-known gems offer a refreshing and sustainable travel experience.
In 2025, ALL.com will expand its portfolio to include unique destinations:
- Raffles Jeddah in Saudi Arabia, an alternative to Dubai
- Mövenpick Resort & Spa at Bintan Lagoon in Indonesia, a hidden gem off Bali’s track
- MGallery Green Coast in Albania, emerging as a dupe for Croatia’s popular beaches
ALL.com boasts over 5,600 hotels across 45+ brands in 2,200 destinations, ensuring options for all travellers.
