2025 Expert Outlook on Travel and Leisure
REPORT
20 Sep 2024
2025 Expert Outlook on Travel and Leisure

Could AI be the next frontier in personalised travel? How can companies deal with overtourism? Are niche experiences going to replace shared global events? In this part of the 2025 Expert Outlook, we speak to three experts about how attitudes to travel and leisure are adapting to changing times.

Gergana Nikolova

Gergana Nikolova is a senior tourism professional with extensive experience in market performance and sustainability. During the last ten years of her career, she contributed to the growth of the Adventure Travel Trade Association in Europe and Central Asia and is now focused on growing her venture – BehaviorSMART, a boutique company utilising behaviour change insights to support the success of businesses and places. At BehaviorSMART, Nikolova works closely with destinations and businesses to understand their sustainability challenges and goals.

Grant McCarthy

Grant McCarthy has international experience with global brands, including Nuitee, CarTrawler, JetBlue, Virgin Atlantic, and Expedia. He's a customer-oriented loyalty expert who offers a combination of strategic insight and commercial expertise. He assists brands in understanding the future of airlines, business travel, travel and leisure trends, and how to deploy personalisation and gamification to acquire, retain, and activate loyal customers.

Gary Bowerman

Gary Bowerman is a travel and consumer trends analyst and consultant specialising in China and South East Asia. He's the Asia travel analyst for Phocuswright, Asia consumer trends analyst for Mintel, and works with NTOs, destinations, hotels, market research firms and banks worldwide. He's an in-demand tourism conference speaker, with recent presentations including UNWTO, Global Tourism Economy Forum, Indonesia Ministry of Tourism, Institute of Tourism, and OneASEAN Forum. Bowerman is regularly invited by global media such as CNN, BBC, CNA, Al Jazeera, Bloomberg, and China Daily to comment on Chinese and Asian travel issues. He co-founded The South East Asia Travel Show podcast and Asia Travel Re:Set.