Goodbye ‘Hidden Gems’, hello ‘Destination Dupes’
The inspiration for our next great escape often starts not in a travel brochure, but on our phone screens. We’ve all seen it: a decadent hot chocolate from Carette in Paris or a cult favourite pickle sandwich from Seven Brothers Gourmet in New York goes viral, and suddenly, they’re must-visit itinerary items. TikTok is the undeniable engine of modern discovery, driving the #TikTokMadeMeBookIt phenomenon across industries. But nowhere is this trend more pronounced than in the rise of the destination dupe.
What are destination dupes?
Destination Dupe (noun)
An alternative travel spot that offers similar experiences, landscapes, or cultural attractions to a more popular (and often crowded) destination – often at lower cost or with fewer tourists.
The economics behind the trend
A perfect storm of economic shifts and a desire for more authentic experiences has pushed travellers to seek out smarter alternatives. With the rising cost of living, many are actively looking to cut expenses, with a staggering 75% of UK holiday makers(1) reducing their travel costs by choosing dupe destinations. Think Valencia instead of Barcelona, or Antwerp in place of Paris. These alternatives offer a more luxurious experience without the prohibitive price tag or the crush of over-tourism.
The lower cost of living in these lesser known locales also means travellers can embrace a more carefree “holiday spending” mindset that might not be possible in a more popular city.
The data confirms this shift. In 2024, flights
While the promise of fewer crowds appeals to some travellers, more than others – an Expedia study found that 76% of those born between 1946 and 1964 prioritise quieter destinations compared to just 40% of 1828 year olds – the underlying inspiration is a shared experience. Gen Z, for example, is far more likely to be inspired by online influencers, and it’s these creators who are unearthing and sharing these destinations with the world. [3]
What were once “hidden gems” are now being unveiled through highly digestible, bite sized content. These creators’ itineraries and “hacks” are empowering a new generation of travellers to fall in love with places previously untouched by mass tourism. The result is a travel landscape where the most coveted spots aren’t the most popular, but the most innovative.
The rise of the travel AIgent
So you’ve picked your dream destination – what’s next? It’s time to get researching. While a TikTok video may have piqued your interest, it’s time to look a little deeper.
Over the last 6 months we’ve seen AI act as an accelerant for the travel industries, but nowhere has it affected the consumer more than through turning inspiration to action – the itinerary creation. It’s safe to say that the ‘booking funnel’ is shortening, with 75% saying they use TikTok as a search
engine for travel and 62% of those who book do so within one week of discovering a place[1].
However, the search behaviour on the platform isn’t just about information, it’s a vibe. Consider the ‘vibe check’ as a mid funnel planning tool that validates an experience and closes the gap between seeing and doing. Users search for real people’s experiences to validate their initial inspiration and build out practical itineraries.
Top searches for travel are around where to go and eat
For a generation that consumes content visually and values authenticity above all else, TikTok is the new travel magazine. A 15-second video of a hidden cafe in Seoul or a scenic train ride through the Swiss Alps is enough to ignite a wanderlust fire. The “why” for a trip is no longer a brochure but a viral moment. Travellers are using TikTok’s search functionality as a visual discovery tool, looking for specific experiences like “underground jazz bars in Lisbon” or “most beautiful hikes in Patagonia.” This usergenerated content provides a realistic and emotionally resonant glimpse into a destination, giving travellers a “trip before the trip” and creating a powerful emotional attachment before a single ticket is purchased.
Once inspired by TikTok, some travellers turn to generative AI tools to turn that emotional impulse into a practical plan. The process has evolved beyond a simple “Make me an itinerary for Sydney.”
Bloomreach research suggests that 54% of consumers felt their search habits have become more conversational over the past 12 months (2). The modern traveller uses advanced, conversational prompts that include specific details like their travel companions, interests, and budget. For example:
Advanced Prompt: “Make me a 7-day itinerary for Sydney, Australia. I am traveling with two kids, ages 7 and 10. We enjoy history, the beach, and animals. Please add tips to be as economically efficient as possible and not spend too much time on public transport.”
This level of detail allows the AI to synthesise vast amounts of data and generate a highly personalised, ready-to-use itinerary in minutes – a task that would have taken a human hours, if not weeks, of crossreferencing and research. The AI takes the logistical “grunt work” out of planning, streamlining the process and shortening the “booking funnel” significantly.
The most effective travel planning now involves a seamless loop between these two platforms. A traveller might:
A traveller might:
Get inspired by a breathtaking view on a TikTok video.
Use AI to generate a detailed itinerary for that destination, including logistical advice.
Return to TikTok to find “the why” per location and specific recommendations for the AI suggested locations, such as a video review of a specific restaurant or a creator’s tip on how to skip a museum line.
AI can provide information but can fall short when it comes to the vibe check. In a way, TikTok creates what can be described as IKEA effect, where you experience a bit of the trip before the trip, making you emotionally attached before the tickets are even purchased. TikTok is the creative, visual, and authentic inspiration engine, while chatbots are the logical, organisational, and synthesis engine. The result is a travel plan that is both highly efficient and deeply personal.
After itineraries are created and travellers return from their trips, thousands of new itineraries and holiday vlogs are uploaded to TikTok to share experiences with the community, and the cycle continues.
The new experience
The idea of travelling for anything more than a holiday, honeymoon or work wouldn’t have crossed the minds of the generations before us, yet in 2025 the travel industry has expanded to include more than just sightseeing and boardrooms.
TikTok holds a magnifying glass into the communities to not only show where they are going but the new breeds of holidays
Slow Travel: The Art of Doing Less
While the idea of a holiday may be to go out and see the sights, slow travel is gaining popularity across TikTok. Running away from the fast paced expectations of everyday life and taking time to pause, reflect and be in the present.
Generally, this can also include visiting smaller villages instead of capital cities (ie: Turkish beaches like Patara for something different) or culturally immersive or spiritual destinations (e.g. Moroccan riads, artist homes in Italy).
The popularity of Slow Travel, which emphasises immersive experiences and the journey itself over the destination, also explains why cruises and train travel are two trends thriving on platform.
Adjacent to this is transportation as the destination, think cruising and long sleeper train journeys through picturesque locations.
What is slow travel?
Slow Travel (verb):
Deliberately slowing your pace to immerse yourself in a destination. The goal is spending longer in one place, integrating with locals and exploring beyond tourist spots.
Cruising renaissance
We saw the #9monthcruise take over our feeds in 2024, but in reality cruising has found a new audience with younger travellers. From an “All-Inclusive” to “All-Experiential”, #cruiselife is the best of a holiday all wrapped up in one place.
TikTok is reshaping the perception of cruises, while keeping the all-inclusive joy.
The new narrative is about an immersive, multi-generational experience that fits a “slow travel” mindset.
Modern cruise lines are now a destination in and of themselves, offering experiences that align with the sophisticated, experiencedriven tastes of younger generations.
This includes:
Elevated dining:
Think Michelin-starred chefs, specialty restaurants that rival top city eateries, and a focus on diverse, global cuisines rather than standardised fare.
Curated Wellness:
Cruises now feature extensive wellness programmes, from onboard spas with innovative treatments to dedicated fitness classes like aerial yoga, and even “digital detox” cruises that encourage guests to disconnect.
The modern cruise has transformed from a mode of transport into a floating boutique hotel with a constantly changing view, and a curated program of activities.
Trains
Sleeper trains are experiencing a major revival, captivating a new generation of travellers. For a demographic focused on sustainability and authentic experiences, the romance and practicality of overnight rail travel proves to be a powerful draw.
Niche Experiences:
The rise of themed and expedition cruises is a major draw. From music festivals at sea to adventure-focused trips exploring remote regions, cruise lines are catering to hyperspecific interests.
Modern sleeper trains are capitalising on this by positioning the journey itself as a key part of the experience, rather than just a means to an end. This is a fundamental shift from the “faster is better” mentality that has dominated air travel. The new allure lies in the ability to unwind, enjoy scenic views, and seamlessly transition between destinations. This aligns perfectly with the desire for mindful, enriching travel.
Wellness tourism
Wellness tourism has evolved far beyond the occasional spa treatment. It’s a holistic, high spending movement that sees travellers integrate their health and wellness routines into their trips, or even make wellness the primary purpose of their travel. This boom is driven by a societal shift toward preventative selfcare and a rejection of burnout culture. The modern luxury consumer is no longer content with simply indulging; they want to return
from their trip feeling genuinely rejuvenated and equipped with new, sustainable habits. Hotels and resorts are responding by creating immersive, all-encompassing experiences. Beyond your traditional hotel gym and spa amenities; they are comprehensive wellness hubs offering curated programmes that can include everything from personalised nutrition plans and sound healing to forest bathing and digital detox retreats.
Sleep tourism: The ultimate luxury
Pillow menus, blue light glasses and magnesium infused baths are just the start when it comes to the multi-billion pound industry of Sleep Tourism. This type of holiday has holidaymakers travelling around the globe with the priority of catching up on sleep over seeing the sights. Growing in popularity around the world through nap cafes or specialised sleep retreats that specialise in wellness amenities. They are specifically equipped with blackout binds,
AI-powered beds that adjust to the guest’s body temperature and breathing patterns. As entertainment, you can enjoy gentle yoga or workshops on sleep hygiene, taking self-care to the next level. With the goal of removing the stresses and anxieties of daily life and improving well-being through better sleep. This trend is a powerful signifier of a new definition of luxury, where the ultimate indulgence is not an extravagant activity, but the profound, restorative act of doing nothing at all.
Beauty tourism:
The global glow-up
While some are jetting off to get some beauty sleep, others are trying more invasive ways to look their best. Flights to Turkey and Korea have seen significant interest on platform. The world of luxury and wellness is no stranger to global movements, but the current surge in beauty tourism is more than a fleeting trend. It’s a multi-billion dollar industry transforming the face of elective aesthetic procedures.
As consumers become more discerning and globally connected, they’re no longer limited by their local offerings. Instead, they are taking to the skies in pursuit of the Russian perfect pout, ‘Turkey Teeth’, or Korean Glass skin. But what’s really driving this boom, and why are so many people going overseas for a beauty fix? The answer is a mix of factors, cost of living, privacy, and the allure of a curated lifestyle all play a role.
The price of perfection
Creators are making 5 day Korean beauty holidays which plan out the ultimate “glow up” with 2-3 aesthetic procedures a day, these include Korean scrubs and manicures to the more aggressive skin treatment like microneedling or microblading. They also include suggested clinics with Englishspeaking doctors, perfect for tourists.
But it’s not just about a bargain. Many of these destination countries have established themselves as specialised medical hubs with state-of-the-art facilities and highly skilled surgeons. South Korea, for example, is globally renowned for its expertise in cosmetic and reconstructive facial surgery, while Brazil has long been a leader in plastic surgery.
Plus, In an era of oversharing, there’s a
growing desire for discretion. Undergoing a noticeable transformation in a different country offers a level of privacy that’s difficult to achieve at home. Patients can return from their trip with a fresh look and a discreet story about their “holiday,” free from the scrutiny of friends, family, and colleagues. This need for privacy often goes hand-in-hand with the “vacation” aspect of the trip. The rise of package deals that combine surgery with luxury accommodations and post-operative care in idyllic settings is a testament to this. Patients can recover in a serene environment, turning a potentially stressful medical procedure into a relaxing, restorative experience. It’s a new kind of luxury escape, where the souvenir isn’t a trinket, but a completely transformed self.
So what’s trending?
The most popular procedures fueling this movement are wide-ranging. Hair transplants, particularly for male-pattern baldness, are a major draw, with Turkey being a top destination. Cosmetic dentistry, from veneers to full smile makeovers, is also a significant sector.