The scenic beaches of Koh Samui, Thailand will be in high demand following the second season of ‘White Lotus.’
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American Express Travel has revealed its annual trending destinations list, which highlights the must-visit places around the world. This year’s list features fresh new destinations and a selection of hotels that have been added to The Hotel Collection.
Audrey Hendley, President of American Express Travel, explains this year’s selection. “The 2025 Trending Destinations list helps travelers discover new places to visit, where to stay, and what to do when they get there. The destinations on the list were identified based on global Card Member booking data with Millennial and Gen Z travelers in mind. From the incredible views and hiking in Moab, Utah, to the crystal-clear water and beaches in Paros, Greece, there’s something for all types of travelers.”
The charming Naousa village, on the island of Paros in Greece.
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The way people are traveling is also changing. Millennial and Gen Z travelers are more likely to book hotels that offer credit card rewards, while short-term vacation rentals like Airbnb may lose these customers to traditional hotels. A new Hilton Hotels report says, “Sleep retreats made headlines, mindful drinking rose in popularity, and wellness-themed guestrooms took off. Travelers surveyed want to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.”
The report adds, “Seven in 10 global travelers enjoy being active when they travel, with one in five leisure travelers planning outdoor adventures in 2025. One in four leisure travelers is planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend—the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture.”
Here are the top trending destinations, hotels, and activities as selected by American Express cardholder bookings.
Brisbane city central business district
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North Stradbroke Island adventure (L) and Hotel X Hotel X – Fortitude Valley Brisbane rooftop pool.
GetYourGuide, IHG
BRISBANE, AUSTRALIA
Brisbane is the state capital of Queensland and the third largest city in Australia. Located between the Gold and Sunshine Coasts, Brisbane offers excellent museums, vibrant dining, and nightlife. There is plenty to see in Brisbane, from the world’s largest koala sanctuary to the Botanic Gardens to sunbathing on the Gold Coast beaches. The city has something to offer everyone.
American Express selects Hotel X Brisbane as the trending stay in the area. It is just minutes from the bars of Howard Smith Wharves, the boutiques of James Street, and the best restaurants and clubs in Brisbane. Hotel X has 146 rooms, and its popular Iris Rooftop Bar & Restaurant offers panoramic views of the city and Brisbane River.
For exploring the area, use the popular GetYourGuide app to book a day trip away from the city on North Stradbroke Island’s freshwater lakes.
The Petit Minou lighthouse, Plouzane, Britanny, France
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Le Grand Hôtel Dinard (L) and Mont-Saint-Michel (R)
Barrière Hotels, GetYourGuide
BRITTANY, FRANCE
Distinctive culture, coastal scenery, miles of seaside walking paths, granite castles, and cobbled streets are all highlights when visiting Brittany. The area, seemingly right out of the Middle Ages, is home to beautiful towns and villages and 12th-century fortifications.
American Express selects Hôtel Barrière Le Grand Hôtel Dinard. Just under 2 1/2 hours away from Paris by train, Le Grand Hôtel Dinard offers 86 rooms and suites seemingly hovering above the ocean along the Promenade du Clair de Lune. It also has a casino and the popular George V restaurant.
Book a day trip to the UNESCO World Heritage Site Mont-Saint-Michel to explore the area—an unforgettable private journey through the Fairytale medieval abbey’s cobbled streets and ancient halls.
Scenic Franschhoek in the middle of the South African winelands with its beautiful vinyards
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Wine tasting journey (L) and Le Quartier Francais Hotel (R)
Kensington Tours, Le Quartier Francais
FRANSCHHOEK, SOUTH AFRICA
Franschhoek, the stunning mountain-ringed gem in the Cape Winelands region, is an ideal addition to a safari vacation. With nearly 50 wineries, farm-to-table restaurants, and hiking, it is famed as one of the world’s great food and wine destinations.
American Express selects Le Quartier Français. This romantic 21-room boutique hotel is the ideal base to explore the surrounding Winelands or quaint villages.
Kensington Tours South Africa Culture & Cuisine offers an opportunity to explore South Africa’s culinary landscape. From the award-winning vineyards of Stellenbosch to the bustling markets and fine dining experiences of Cape Town. This private-guided food tour takes you on a behind-the-scenes journey through South Africa’s world-renowned wineries.
Silver Beach on Koh Samui island at sunset
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Conrad Koh Samui
Conrad Hotels
KOH SAMUI, THAILAND
The 88-square-mile Koh Samui offers a dreamy combo of lush jungle, white sand beaches, and turquoise waters, perfect for active travelers or those looking to relax. With the popular television show “White Lotus” third season filmed here is sure to inspire set-jetting travelers for 2025.
American Express selects Conrad Koh Samui, a stunning 81 private pool villa resort on the island’s southwestern tip. The resort’s breathtaking design gives every villa a panoramic view of the Gulf of Thailand.
Macau cityscape at night
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Penthouse suite at Mandarin Oriental Macau
Mandarin Oriental
MACAU, CHINA
Macau enjoys UNESCO World Heritage status, and the local Cantonese Portuguese fusion cuisine is a must-try for foodies. The supersized casinos are why this densely populated peninsula, known as the “Las Vegas of the East,” boasts several award-winning restaurants.
American Express selects Mandarin Oriental. The property has 213 rooms and suites overlooking the open sea and is the only non-gaming international luxury hotel in Macau. It is ideally located on the Macau waterfront, with stunning views towards Nam Van Lake, the Macau Tower, and the South China Sea.
Delicate Arch, Arches National Park, UT.
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Luxury tents at Ulum Moab (L) and Arches National Park 4×4 Driving Tour (R)
Ulum Moab, GetYourGuide
MOAB, UTAH, UNITED STATES
As the gateway to Utah’s “Mighty Five” national parks, Moab is a perfect starting point to explore the American Southwest. Travelers come for rafting, mountain biking, and canyon hiking – or to enjoy the magical red rock sunsets for the ultimate Instagram moment.
American Express selects ULUM Moab—a new luxury outdoor resort with 50 tents on 200 acres of desert. With the best of Under Canvas, the safari-inspired Suite Tents feature king-size beds. There are three dipping pools, communal fire pits, and a lobby lounge for cocktails and dining.
Explore Arches National Park on a half-day tour by 4×4 vehicle. Glide across the iconic red landscape and gaze at natural landmarks, including the Marching Men and the 92-foot-wide Tower Arch.
The Shinkyo bridge stands at the entrance to Nikko’s shrines and temples. It is ranked as one of Japan’s three finest bridges.
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The Ritz-Carlton, Nikko
Ritz-Carlton
NIKKO, JAPAN
This tucked-away mountain retreat blends Kyoto and Mt. Fuji elements with photogenic waterfalls and abundant hiking trails. The walkable World Heritage area includes two Shinto shrines and a Buddhist temple. The connected paths are lined with ancient cedar forest trees and stone lanterns. It is also the best place to see Japan’s famous cherry blossoms in mid-April.
American Express selects Ritz-Carlton Nikko. The 94 spacious guest rooms and suites over five floors offer sweeping views of Lake Chuzenji and Mount Nantai. Guests will also enjoy the world’s first Yumoto Onsen hot spring for the brand.
Naousa village on Paros
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Avant Mar on the Greek island of Paros
Avant Mar
PAROS, GREECE
Laid-back Paros has become the Greek island of choice for many as an alternative to neighboring Mykonos, with a vibrant cultural scene and rocky coastline studded with beaches, secluded coves, and sea caves.
American Express selects Avant Mar. Just a five-minute walk from the vibrant village of Naoussa, on the sandy shores of Piperi Beach, this new contemporary 38-room hotel has multiple culinary options, including Thymes and a Greek pastry shop, Figs. Guests can also enjoy The Bridge, a new Gin and Tonic bar, and the famed Matsuhisa Paros by Chef Nobu Matsuhisa.
Famous cable stayed bridge in Sao Paulo
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Rosewood Sao Paulo
Rosewood
SÃO PAULO, BRAZIL
This multiethnic city is one of the great cultural destinations of South America. It is home to a rich architectural heritage, some of the continent’s best museums, street art, and homegrown fashion.
American Express selects Rosewood Sao Paulo, an oasis in the middle of the bustling city. With 180 guestrooms and suites, the resort offers six restaurants and bars, a large spa, and two swimming pools.
Sun Valley resort in fall
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Sun Valley Lodge
Sun Valley Lodge
SUN VALLEY, IDAHO, UNITED STATES
With fewer crowds than other Western ski resorts, Sun Valley appeals to high-end luxury travelers and outdoor enthusiasts alike. During summer, travelers can enjoy trout fishing, whitewater rafting, mountain biking, and more. In winter, the area offers some of the best elite ski runs in the world.
American Express selects Sun Valley Lodge. Stay at the iconic Sun Valley Lodge, with 94 luxurious guest rooms, and enjoy the 20,000-square-foot destination spa, world-class fitness center and yoga studio, glass-enclosed outdoor pool and pool café, as well as numerous restaurants and lounges. You can also choose the charming Sun Valley Inn, with its Old-World elegance and modern comforts. For a more private escape, stay in one of the cozy cottages, featuring spacious living areas and easy access to the resort’s amenities.
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