Since 2007, Kairos Travel Trend Report has tracked how people in Sweden, Denmark, Norway and Finland plan, book and experience their holidays.
With over 4,000 respondents and long-term trend data, the study helps organizations understand key shifts in traveler behavior, covering everything from destination choices and motivations to sustainability and spending priorities.
Who it’s for
The report is made for organizations and professionals who want to understand the Scandinavian travel market and base their strategies on facts rather than assumptions.
- National, regional and local destination organizations
- Transport and accommodation providers
- Tour operators and travel agencies
- Investors, consultants and media within tourism
Whether your focus is strategy, marketing or product development, the report offers insights that help you see where the market is heading and why.
What you get
You gain access to long-term trend data and insights that make it easier to identify opportunities, understand traveler motivations and prioritize for the future.
- Comprehensive view of Scandinavian travel behavior
- Longitudinal comparisons from 2007 to 2025
- Insights on destinations, accommodation, transport, activities and travel motivations
The report helps you connect the dots between emerging attitudes and real travel choices, turning trends into strategy.
Special Topics 2025
Each edition includes a few deep dives into themes that define the current travel landscape. This year’s focus areas explore how travelers think, plan and spend in an uncertain world:
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Navigating in chaos – How do travelers define “safe choices” in times of geopolitical tension, extreme weather and financial uncertainty?
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Booking stress & AI – How is AI used in travel planning, and how does it shape decision-making before the trip?
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Spending priorities – What do people choose to invest in and where are they cutting back?
These questions reveal the mindset behind Scandinavian travel decisions in 2025, providing insights that turn uncertainty into opportunity.
References from our partners:
”Each year the report provides us with a library of insights about travel trends on the Scandinavian market. It has become an integral part in our business strategy and is used for marketing, communication and product development. The long time-series are unique and to be able to compare results over time helps us feel more confident when making decisions about the future.”
Carina Jirwe, TUI, Head of Consumer Behavior & Offering Design
“We get concrete insights and robust data which will be very useful in our strategic work and will help us develop our marketing activities…Being able to dig deeper into our main questions and our prioritized target groups together with Kairos Future was very valuable and gave us new ideas which will be put into action”.
Marijke Van Damme, Visit Flanders, Regional Coordinator Scandinavia
Curious about upcoming travel trends or have questions about the study? Feel free to contact Maarja Edman or Johanna Danielsson.
Interested in joining the project? Download the prospect below.