The signal is clear, and it comes from a player that monitors millions of itineraries every month. According to Rome2Rio, travelers want fewer crowds and more authenticity. Behind this trend lies a strategic shift that could reshape the landscape for destinations and travel agencies. I've analyzed the figures, and travel professionals would be foolish to ignore them.
Summary
Rome2Rio is observing a shift towards secondary destinations
According to the specialized press, Rome2Rio is recording a 35% in searches for small towns in 2025 compared to 2024.The platform also claims approximately 50 million visits per month worldwide.
“Travelers are looking for fewer crowds and more authenticity,” says Myriam Younes, spokesperson for the website. She adds, “We are working towards this goal by directing them to secondary destinations.”
Beyond a simple fad, this dynamic is part of a context of saturation of certain major tourist hubs and reinforces the interest in structuring offers in less exposed territories.
Sustainable mobility: transport becomes a selection criterion
Another key finding: land-based travel is increasing significantly, particularly in Europe. "Searches for trains and buses on Rome2Rio increased by 20% in 2025 compared to 2024. Meanwhile, searches for flights remained stable."
Transportation is once again becoming an integral part of the overall travel experience: door-to-door routes, trade-offs between time, price, and environmental impact, and the search for alignment with more sustainable travel intentions. For operators, integrating this perspective into product development and storytelling is becoming a key differentiator.
Rome2Rio, a player that has become strategic in the travel ecosystem
Founded in Melbourne, Rome2Rio now has around 90 employees and collaborates with freelancers. The platform was acquired in 2019 by Omio, a Berlin-based transportation booking company. Since then, synergies have been developed to add booking functionalities to the route search.
Rome2Rio states that it works with approximately 12,000 transport partners in 240 countries and territories. The site also displays accommodation offers and generates affiliate revenue through booking platforms.
In other words, Rome2Rio is no longer just a route comparator: it is a potential entry point in the booking process, with high acquisition value.
Key figures to remember
| Indicator | Data (2025) |
|---|---|
| Monthly visits (claimed) | 50 million |
| Searches for small towns | +35% (vs 2024) |
| Train and bus search | +20% (vs 2024) |
| Transport partners | 12 000 |
| Countries and territories covered | 240 |
Questions that travel professionals need to ask themselves
Are secondary destinations ready?
Demand is growing. Supply must keep pace in terms of structure, distribution, accommodation capacity, and digital visibility.
Should you reposition your transport offer?
Yes, especially in Europe where searches for train and bus are growing faster than air travel.
Is sustainability becoming a selection criterion?
Data suggests a rise in interest in options perceived as more responsible.
Can Rome2Rio become an acquisition channel?
With 50 million claimed monthly visits, the visibility challenge is real.
How to adapt marketing?
By valuing authenticity, less saturated territories and the door-to-door experience.
A concrete example: an opportunity for regional destinations
Imagine a French regional destination with limited international exposure. If searches for smaller towns increase by 35%, it means travelers are already looking for alternatives. Tourist offices and destination management companies have an opportunity to capitalize on this by focusing on search engine optimization, rail connections, and packages that include ground transportation options.
Updates
Analysis carried out using data provided by Rome2Rio and relayed by the professional press.
Sources
L'Écho Touristique – “Travelers are looking for fewer crowds and more authenticity, according to Rome2Rio”
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