Travel is the new love language

Alright, it’s official: Valentine’s Day isn’t just about chocolates and candlelit dinners anymore. Especially not for travel.

People are looking for new ways to mark the occasion: whether it’s a romantic escape, a solo self-care retreat, or a group celebration. And they’re willing to spend.

In 2024, searches for Valentine’s travel jumped by 15% compared to the previous year. And at a time when tourism is booming. According to UN Tourism, global tourism receipts passed $1.5 trillion last year.

For travel brands, this is a golden opportunity. Our research shows that consumers now want trips that feel personal, flexible, and packed with memorable experiences.

Here’s a closer look at what’s going on:

Who is traveling

FutureTravel | The Business of Love, Feb 2025

Some insights to consider from this segmentation:

Where are they going

  • Intra-European demand: 100% increase in short-haul Valentine’s bookings in 2023.
  • Luxury vs. budget-conscious: While high-end hotels saw an increase, 60% of travelers opted for mid-range accommodations.
  • Longer stays: Instead of one-night getaways, more travelers are extending Valentine’s trips into long weekends.

How are they booking

  • Mobile first: About 35% of Valentine’s travel bookings come from mobile devices.
  • Last-minute surge: Half of all bookings happen within three days of Valentine’s Day, thanks to OTA flexibility.
  • Personal touch: Personalized packages and AI-driven suggestions make a difference. They boost engagement and drive more bookings.

Checking out

  • Diversify your audience: It’s not just couples – solo and group travel are on the rise.
  • Mobile and spontaneous: Many travelers book last minute on their phones.
  • Experiences over gifts: Travelers are prioritizing making memories over material gifts.
  • Personalization is king: AI-driven suggestions and tailored packages convert more.

Turns out Valentine’s Day isn’t just about romantic getaways anymore. People are also taking solo adventures or planning “Galentine’s Day” trips with friends, all in search of experiences that bring them closer to the world – and to each other. They’d rather spend on memorable moments than things, often booking last-minute on their phones, and expecting a smooth, personal experience.