The year 2024 marks a significant turning point for the global tourism sector, with nearly a complete return to pre-pandemic levels. In the first quarter of 2024, more than 285 million tourists travelled. According to Accor's European Travel Trends report, 53% of Europeans plan to allocate more of their budget to travel in 2025. This reflects emerging priorities such as wellness, sports, culture, and ecology. ALL.com, Accor's booking platform and loyalty programme, is a key player in meeting these constantly evolving expectations. Its ambition is 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. ALL members have also demonstrated this momentum: 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. And the trend is only set to grow – in the next year, travel linked to sporting events is expected to increase by 12%. In response to this growing demand, Novotel and ALL.com have created something new: La Suite Novotel by ALL.com, a permanent hotel room in the heart of Paris" Parc des Princes stadium. Travellers can now combine their passion for football with a unique immersive experience, sleeping in the heart of the Paris Saint-Germain home stadium while enjoying the comfort of a Novotel room. 2024 – Gig-tripping: major events redefine travel Gig-tripping is revolutionising cultural tourism. A concert can drive an artistic adventure or trigger an extended holiday, combining a passion for music with tourism. In Sydney, for example, concerts for Taylor Swift's Eras Tour at Accor Stadium attracted 335,000 fans, generating record occupancy for the city's 40 Accor hotels. Shows by artists such as Beyonce, Coldplay, and Oasis also directly impact figures. For several years now, ALL has been making a name for itself in the entertainment sector, with exceptional offers at Accor Arena in Paris (since 2015), Accor Stadium in Sydney (since 2021) and other major venues around the world (Rio, Hamburg, O2 and Wembley in London, Qudos in Sydney). With this strategy, ALL.com offers its members more than just traditional hotel services – it also guarantees them entry to all the biggest concerts of the year through pre-sale tickets, tailor-made experiences and VIP access. ALL prioritizes customer satisfaction. In response to travellers' expectations, particularly regarding sustainability, the booking platform has developed more responsible travel offers and experiences. FORECAST 2025 Slow travel: reconnecting with the journey Travellers are increasingly valuing sustainable options. Younger generations, more aware of climate issues (+14% compared to older people)*, are increasingly opting for environmentally responsible modes of transport. In a world in search of sustainability, slow travel is redefining travellers' priorities, shifting the focus from the final destination to the experience and its impact. As part of its commitment to a global and sustainable approach, ALL offers a variety of experiences and services focused on environmental responsibility. Through strategic partnerships – with SNCF to promote green mobility and with Sixt for electric vehicle hire, for example – ALL offers its members opportunities to make more responsible choices. The loyalty programme also strengthens its commitment to solidarity with Dift, allowing members to donate their Reward points to charitable associations. The ALL.com booking platform, via its website and mobile app, offers local and responsible choices in its hotels, restaurants, and activities. ALL.com sees slow travel as a response to environmental concerns and the growing need to experience travel as an authentic human adventure and responds to this demand. In this quest for more responsible travel, slow travel also paves the way for another emerging trend: alternative destinations. Exploring differently: the rise of dupe destinations Faced with the growing challenge of overtourism, which puts flagship destinations such as Venice, Bali, and Amsterdam under increasing pressure, travellers are changing their choices. More and more are turning to less popular destinations, seeking to avoid the crowds and social media frenzy and save money. This trend, driven by a growing awareness of tourism's environmental and social impact, has a name: dupe destinations. ALL.com is at the heart of this transformation by offering attractive alternatives. In 2025, ALL will enrich its offer with significant openings, including the Raffles Jeddah in Saudi Arabia, a unique alternative to Dubai; the Mövenpick Resort & Spa at Bintan Lagoon in Indonesia, an idyllic option off Bali"s well-beaten track; and the MGallery Green Coast in Albania, emerging as a dupe destination for popular Croatian beaches. According to bookings already made on ALL.com, the three most popular destinations for 2025 are France, Thailand and Australia. In these and many other popular countries, ALL also offers dupe destinations, bookable on ALL.com, with over 5,600 hotels from over 45 brands in over 2,200 destinations.