Let’s start with an interesting stat: did you know that 80% of global travellers want to visit the same 10% of destinations?
We’re not blaming them - these places are famous for a reason. But when too many travellers crowd into the same cities, there are some obvious downsides: frustrated locals, environmental strain, and disappointed travellers. All these factors make it harder for travel agents to plan an authentic trip.
Is there a solution? Yes, and it’s already gaining traction as a travel trend - detour destinations.
Detour destinations are lesser-known, less crowded alternatives to popular tourist hotspots. Often located near these popular destinations, they offer a more authentic and less touristy experience. Travellers can choose detour destinations as their main destination or as an add-on to their itinerary.
For example, instead of the Bahamas you might send travellers to Kaua’i; Reims instead of Paris; Fukuoka instead of Tokyo or Osaka; Cozumel in place of Cancun; Waikato for travellers wanting Auckland; or Abu Dhabi instead of Dubai.
So, why are detour destinations part of our 2025 travel trends? Well, there are several reasons:
“The next best thing:” Today’s travellers are more eager than ever to discover fresh, meaningful experiences. 57% of them said they’re more interested in visiting new destinations compared to five years ago (according to the WTM Global Travel Report). We’re already seeing this stat in action when we look at emerging travel destinations, with arrivals to Saudi Arabia increasing by 80% and to Albania by 74% in 2024 compared to 2019.
Similarly, searches for ‘hidden gem holiday destinations’ have surged by 150%, confirming that alternatives represent the future of many travel experiences. Flight data reinforces this trend, showing remarkable increases in interest for destinations such as Taipei (up 249%), Curaçao (185%), Perth (109%), and Liverpool (97%), all emerging as appealing options compared to their more popular counterparts.
Overtourism: travellers are aware of the impact of overtourism on their experience, the environment and local communities. As a result, a growing number of travellers are opting for ‘detour destinations’ for that genuine connection and authentic experience. Recent research shows that around 63% of travellers are likely to choose a detour destination on their next trip, as suggested in a recent Expedia report.
Personalisation: alternative destinations make room for more bespoke itineraries, including private guides, local experiences, and flexible schedules, which are harder to find in heavily visited spots.
Of course, traveller motivation is as vast as the opportunities out there - but these are just a few key drivers for the increase in demand for alternative destinations offering a similar experience to those well-known, well-loved hotspots.
Gone are the days of planning trips centered around just seeing the Eiffel Tower or tossing coins in the Trevi Fountain. In 2025, travellers want experiences in destinations that reflect their values. And detour destinations are a natural fit for this type of travel.
But why?
Many travellers are choosing detour destinations because they're seeking respite from overtourism, allowing them to have genuine interactions and refreshing perspectives on a region or country. Forbes has even termed this sentiment ‘untouched tourism.’
Wondering if your clients would like some detour destination suggestions? Here are some traveller profiles who would be drawn to the road less travelled by:
Adventure travellers would enjoy physical and cultural activities, such as hiking on a lesser-visited mountain, joining a community festival in a rural village, and cycling across scenic countryside. At detour destinations, they’ll find more space, fewer crowds, and a greater sense of adventure and discovery.
Where to suggest? Consider rising stars like Albania, a destination with majestic hikes in the north, pristine beaches in the south, and good food all around.
Eco-conscious travellers will choose detour destinations to minimise their environmental impact. They’ll be interested in sustainable travel options, which include eco-certified hotels and experiences that support local communities. Detour destinations are a great opportunity for these travellers to support communities that can benefit from increased visibility.
Where to suggest? Look for under-the-radar destinations with green initiatives. A good example is Slovenia, which has a list of sustainability-certified accommodations, restaurants, and activities.
No matter if they’re travelling solo, with their partners, or as part of a group, these travellers look for experiences that connect them with the destination. These could involve cultural immersion tours, culinary experiences, or once-in-a-lifetime hikes that are not widely available in crowded hotspots. Niche tourism is also a key trend for today's traveller, as interest-based travel demand continues to be a top priority for travellers of all preferences, styles and budgets.
Where to suggest? Guatemala has experiential travel options for everyone! Your clients can join an overnight hike on an active volcano, visit the colourful Chichicastenango Market, or canoe on Lake Atitlan.
Keep in mind that these destinations are just ideas! Each traveller has unique needs, so the best way to offer authentic destinations is to combine your personal knowledge, clients’ preferences, and industry trends.
Here are just a few of the benefits of detour destinations for everyone involved in the travel ecosystem:
For travellers
Travellers swap packed city centres for peaceful, authentic stays and a deeper connection to their destination of choice, long queues for crowd-free experiences, and overpriced meals for affordable, local tastes that often support local communities in a more direct way. Plus, their itineraries are supplemented with alternative or additional places to enjoy. What's not to like!
For travel agents
As a travel agent, you can use detour destinations to differentiate your offering and stand out from the rest in this competitive sector. For example, anyone can plan a trip to Paris, but not everyone thinks of Reims as a detour destination for wine lovers. A thoughtful suggestion, tailored to your customers' needs and requirements, will help you provide that additional human touch which travellers may not be able to find if they were to plan their own trip.
Not to mention, unlike many tourist hotspots, detour destinations are less likely to suffer from the “Instagram vs Reality effect,” i.e. when popular places look glamorous in photos but turn out to be overcrowded and disappointing in person. This means your travellers have a better in-destination experience and increases the likelihood that they'll return to you for personalised, memorable travel booking experiences!
For the environment
Spreading travellers out reduces pressure on over-visited places, helps preserve natural landscapes, and gives ecosystems time to recover. For example, did you know that although about 83% of people agree that responsible travel is important (as suggested by Booking.com's recent Sustainable Travel Report) there remains a gap between sentiment and action?
Here is where the responsibility falls on travel agents and sellers alike to offer and enable sustainable travel choices, such as promoting alternative destinations. This helps to alleviate pressure on the environment and build more sustainable ways to travel, which leaves more amazing experiences available for future generations.
For the local communities
You probably remember the viral 2024 video of Barcelona locals firing water pistols at tourists, protesting overtourism and the increase in prices. Similarly, new protective measures put in place by local governments, such as higher tourism taxes during peak seasons and short-term rental bans, are increasingly making travellers even more aware of the negative impacts of unsustainable tourism – not to mention impacting their own experience.
While cities like Barcelona could benefit from fewer visitors, many lesser-known destinations would welcome tourism to boost their economies. Underserved communities can benefit from increased international and domestic tourism alike!
Note: when recommending alternative spots, make sure they have the infrastructure to support increased tourism.
As your travel partner, Bedsonline can help you find detour destinations that will delight your clients. Here’s how you can use our platform’s features:
Access a global travel portfolio
Bedsonline’s global portfolio means you’ll have thousands of hotels, tour operators, and travel activities to offer your customers. These travel options don’t only cover big cities, but also lesser-known places, to help you unlock new travel booking opportunities.
Searching for and refining our wide portfolio is simple thanks to the Bedsonline Booking Engine! You can search globally or locally, and even zoom into specific neighbourhoods and find the perfect stay based on local landmarks, depending on your customers' requests.
When you find places you like, you can add them to your Favourites tab and extract a PDF to send over to your client, for easy, personalised recommendations.
Learn more about our Booking Engine by downloading our introductory guide to our powerful, intuitive travel booking platform here!
Download our guide to the Bedsonline Booking Engine
Use data and insights
Insights, our search and marketing platform, will be your go-to tool for finding alternative destinations at the right time. It learns from your search behaviour, which means the more you use it, the more it will come up with relevant destination recommendations.
You’ll also be able to see what your competitors are booking, which destinations are trending, so you can suggest detour destinations to your clients and create more bespoke itineraries.
Personalise your offering with intelligent campaigns
We hold several campaigns and promotions throughout the year, and you’re free to participate in the ones that are relevant for your clients. These campaigns provide bespoke opportunities which are tailored to you, using a complex, in-house algorithm that determines what will be most appealing to your customers and your market, and help you sell more!
With our exclusive rates and increased availability options, you’ll be able to create an offer that clients won’t be able to resist, at a price that suits their budget, from affordable stays to 5* luxury resorts.
Register your travel agency with Bedsonline or log in to your account to start researching detour destinations today. In each destination, you’ll find hotels, tours, and experiences that fit various travel styles.
Detour destinations were part of our Bedsonline Travel Trends 2025 Report as one of the key trends shaping this year. We featured seven other trends, each presenting a new opportunity to make your agency stand out. Download it for free below!
What’s in store for 2025?
From learning about local cultures, to demanding new experiences and exploring roads less travelled by, download your free 2025 trend predictions guide to see what traveller demands and behaviours are shaping 2025 for the travel industry.
