Twice a year we take a big sector and analyse it from multiple angles. Visibility Leaders Travel 2025 includes lists of leading content directories, winning content analysis and a special sub-sector analysis along with this, Trendwatch. We’ve analysed trends from our Google and Amazon data set and reveal the back-stories below.
- Northern Lights Tourism
- Norwegian Fjords Cruise
- Repositioning Cruises: Save Big!
- Riyadh Air: Saudi Arabia's Bold Aviation Venture
- What are people buying for their travels?
- Needoh Nice Cube
- Travel Packing Cubes B08HCN5W85
- Stanley Cup B0CNTWY3VM
- E.l.f. Skin Hydration Travel Set B07ZVXK5K9
- Tongue scraper B0B96THRZ9 (Hokin brand)
- Other trends found during our research
- More Travel reports by SISTRIX
The 14-day SISTRIX Free Trial will allow you to start your own Amazon and Google brand, product and domain research with SISTRIX data.
All our travel-related data, reports and trackers can be found on our travel pages.
Northern Lights Tourism
The fjords of Norway and Finland’s Lapland offer prime viewing of the Northern Lights, especially during this exceptional year of heightened solar activity. We are currently in Solar Cycle 25, which began in December 2019, and scientists have confirmed we’re now in the solar maximum period. This peak is expected to produce the most frequent and intense Northern Lights displays, potentially lasting through 2026. During solar maximum, there’s an increase in visible sunspots on the Sun’s surface, leading to more solar flares and more spectacular auroras.
The popularity of these locations in search data reflects their well-established reputation as premier destinations for witnessing this natural phenomenon. Having researched this myself, I’m not surprised to see these destinations repeatedly appearing in the trends. Norway’s dramatic fjords and Lapland’s snow-covered forests provide stunning backdrops for the aurora borealis—Mother Nature’s own light show that makes your Christmas decorations look like a sad science fair project. These northern regions are particularly renowned for Northern Lights viewing, as their coastal areas benefit from relatively mild temperatures and clear skies, ideal conditions for aurora spotting. Lapland, located in the far northwestern part of Finland, boasts some of the clearest skies and darkest nights in the region, making it one of the top places globally to witness this spectacle. The Northern Lights season in these areas typically extends from late August to early April.
Scientists predict that 2025-2026 could deliver the most impressive displays in more than a decade, making this an optimal window for Northern Lights tourism. Those who miss this opportunity will likely need to wait until around 2035, when the next solar maximum is expected to occur.
Norwegian Fjords Cruise
Cruises were a big trend over the last few months and it’s no surprise that “Cheap Cruises” is seeing increased search volumes with everyone tightening their belt. The overall cruise market has rebounded from the pandemic which has led to new routes and experiences, catering to diverse consumer preferences.
Solo travel is a growing trend among UK cruisers, particularly among younger passengers. Cruise Lines International Association (CLIA) research shows that 8-13% of passengers travel alone, especially Millennials and Generation Z.
Repositioning Cruises: Save Big!
A repositioning cruise is a one-way journey that happens when cruise lines shuffle their ships between regions to chase the sunny seasons. Savvy travellers love them for their big discounts, you can often find them for up to 87% off regular price which could be under $100/day for an all-inclusive luxury vacation. They’re attractive for reasons other than their price, you visit off-the-beaten-path ports you won’t see on regular routes, and enjoy extra sea days so you get the time to experience all those fancy ship amenities. There are also fewer passengers, giving you more space to stretch out. Think of repositioning cruises as the scenic route of the sea!
Riyadh Air: Saudi Arabia’s Bold Aviation Venture
Riyadh Air is capturing attention as Saudi Arabia’s ambitious second flag carrier preparing for its 2025 launch. The airline represents a cornerstone of Saudi Arabia’s Vision 2030 initiative, designed to diversify the kingdom’s economy beyond oil dependency. Its trending status stems from recent partnership announcements, distinctive aircraft livery reveals, and an aggressive recruitment campaign that signals Saudi Arabia’s serious intentions to disrupt the established Middle Eastern aviation hierarchy.
What makes Riyadh Air particularly innovative is its “digital-native” approach to airline operations. Unlike legacy carriers retrofitting digital solutions onto existing infrastructure, Riyadh Air is building its technological ecosystem from the ground up with passenger-centric digital experiences at its core. The carrier plans to operate a modern, fuel-efficient fleet of Boeing 787-9 Dreamliners and Airbus A321neo aircraft serving over 100 destinations across six continents. They’re looking to create a global footprint that puts Saudi in the spotlight.
Regionally, Riyadh Air aims to transform King Khalid International Airport into a major global hub, directly challenging the established dominance of Dubai, Doha, and Abu Dhabi. This shift could fundamentally alter Middle Eastern travel patterns by creating new north-south connectivity through Saudi Arabia. Globally, the airline’s entry represents significant additional capacity on international routes, potentially driving competitive pricing and service enhancements industry-wide. As part of Saudi Arabia’s broader strategy to attract 100 million tourists annually by 2030, Riyadh Air is poised to become not just an airline but a powerful geopolitical and economic instrument for the kingdom’s global ambitions.
Riyadh Air hopes to kickstart tourism interest similar to what Dubai has achieved. You can see below that their advertising efforts are paying off and people are searching for Dubai holidays.
What are people buying for their travels?
In our data from Google and Amazon we’re able to identify products and keywords that are trending.
Needoh Nice Cube
Have you heard of a fidget spinner? It is a small, handheld toy designed to rotate around a central axis. They became extremely popular in 2017 and were marketed as a tool to help individuals with anxiety, stress, or those with ADHD to fidget discreetly. In 2025, we have the Needoh Nice Cube. It is made from a non-toxic, dough-like material filled with a satisfying gel that resists squishing, allowing it to slowly return to its original shape after being squeezed or squished.
What better to keep you calm when your bags end up at a different airport? Conveniently they come in packs of three just in case you’re not travelling alone.
Travel Packing Cubes B08HCN5W85
Travel packing cubes are another travel essential, they’re basically Marie Kondo in a zippered pouch! These magical fabric boxes transform your suitcase from a chaotic explosion of clothes into a neat little neighbourhoods where every sock knows its place. No more diving into your bag like Mary Poppins searching for that one clean shirt, or playing compression Tetris with your belongings when it’s time to head home.
They’re like tiny apartments for your clothes, complete with see-through windows so you can wave hello to your favourite sweater without disturbing its roommates.
Stanley Cup B0CNTWY3VM
This won’t be the first time that we’ve been the Stanley Cup or Tumbler appear in our trends, we first wrote about it in our 2024 Fashion Trend Report. The Adventure Quencher H2.0 Travel Tumbler, as it’s officially known, became a must-have fashion accessory. It’s revenues went from $73 million in 2019 to a staggering $750 million in 2023.
Another factor for the Stanley Quencher’s success was through “WaterTok,” a TikTok trend where users showcase their creative water recipes in stylish tumblers. There is no shortage of competitors that are continuously entering into the trend cycle, but Stanley has maintained it’s status as the original hydration trend leader.
E.l.f. Skin Hydration Travel Set B07ZVXK5K9
Travellers are ditching individual travel-size containers for convenient skincare travel kits like e.l.f.’s Skin Hydration Travel Set. This shift is partly driven by the frustration of leaky containers and partly by TSA liquid restrictions. e.l.f.’s affordable price point, typically under $20, resonates with budget-conscious consumers, especially during inflation.
The brand also benefits from the “skinimalism” trend, which emphasizes simplified routines with multi-purpose products. Social media platforms like TikTok, with over 1.5 billion views for #elfcosmetics, have significantly boosted brand awareness among Gen Z consumers. With e.l.f.’s kits offering a hassle-free skincare solution, it’s no wonder this trend is taking off. So, pack those kits and get ready for a journey that’s as smooth as your skin!
Tongue scraper B0B96THRZ9 (Hokin brand)
Though not strictly a travel item, tongue scrapers often come with travel pouches so it could just be the carrying case for why we’re seeing this trend in travel. This simple oral hygiene tool has gained popularity because it’s meant to have several health benefits—removing bacteria that causes bad breath, improving taste sensation, and potentially reducing overall oral bacteria load. As more people recognize the connection between oral hygiene and overall wellness, this affordable tool has become an essential for the health-conscious explorer.
We’ll refrain from dropping an image of the said product here. Instead, have a look at the recent Visibility Index for the Hokin brand on Amazon in the UK.
Other trends found during our research
- lapland holidays
- river cruises
- cruise from southampton
- dubai, mexico, australia – destinations that peak in searches from December to February.
- serry beach resort
- airplane phone holder
More Travel reports by SISTRIX
This TrendWatch report is part of our analysis of the travel sector. SISTRIX regularly reports on leading domains, content and tracks the top domains. Data here is from SISTRIX for Google and SISTRIX for Amazon.
The 14-day SISTRIX Free Trial will allow you to start your own Amazon and Google brand, product and domain research with SISTRIX data.
