Travel in 2025 is all about places with personality — smaller hotels, B&Bs, slower rhythms, and a stronger connection to local life. Forget the obvious names; this year it’s about authenticity, design with soul, and destinations that still feel a little under the radar.

Beige-ification in hotels is a symptom of two things: globalisation and risk aversion. When brands expand internationally, they often prioritise consistency over character. Beige, taupe and cream palettes feel safe – they photograph well, appeal to a wide audience, and avoid polarising design choices.