A recent Marriott survey conducted across 10 markets in Europe, Africa, and the Middle East reveals that travelers are planning an average of 5.5 trips in 2025.
This includes 2.3 domestic vacations, 1.8 regional getaways, and 1.4 long-haul journeys, to distant destinations.
According to money-tourism.gr, the survey identifies a number of emerging or growing travel trends. Among these are ‘heritage holidays’, taken specifically to explore their family’s heritage, history or ancestry.
More than a third (36%) have taken a heritage holiday in the past and a further 32% plan to do so in the next year or in the near future.
Younger travellers are more likely to have done so, meaning 43% of 18-24 year olds and 45% of 25-34 year olds, compared to 22% of 65+ year olds.
Bravecations, or the tendency for travellers to be more adventurous when they go on holiday and try things they wouldn’t otherwise try, is another trend that is clearly evident in the survey.
More than two-thirds of travellers (67%) say they are braver on holiday. Age plays a role, with 78% of 18-24 year olds and 82% of 25-34 year olds saying they are braver on holiday, compared to 39% of 65+ year olds. The top three things people do on holiday that they wouldn’t be brave enough to carry out outside of a holiday are:
- Try unusual foods: 44%
- Climb somewhere high: 43%
- Started conversations with strangers: 33%
Entrenched trends
Other trends highlighted in last year’s Marriott survey are set to become even more pronounced in 2025, particularly sustainability and the use of artificial intelligence.
More than seven out of 10 (72%) say they are considering the environmental impact of their travel plans, up from 64% last year. And more than half (55%) say they checked the sustainability of the accommodation they stayed in on their last holiday, although only 30% did so before booking. However, this is up from 22% last year.
The use of artificial intelligence is growing rapidly in terms of travel planning for 2025. More than four in 10 respondents (41%) say they have used AI to help plan or research their holiday, a significant increase from 26% last year, showing how much this trend has strengthened among consumers in the EMEA region in the last 12 months.
This trend is being driven by younger travellers; last year 45% of 18-24 year olds had used AI, but this year that figure rises to 59%. Meanwhile, last year 41% of 25-34 year olds had used it and this year that figure has risen even further to 62%.
What will be important for travellers in 2025
Cleanliness (95%), price (92%) and location (91%) will be the most important factors in travellers’ choice of accommodation next year. However, for 65%, sustainability is now a key selection criterion. While, almost half (47%) are looking for accommodation that is pet-friendly and over half (55%) are looking for accommodation that caters to solo travellers.
The top priorities for travellers are spending time with friends and family members (53%), followed by looking after themselves (49%), although for over a third (36%), it is important to return feeling healthier than when they left on holiday.
Smart spending
Marriott’s research also shows that despite planning more vacations, consumers are looking for the best value for money in 2025, regardless of their budget.
The main element that would motivate travellers to commit to a booking is “getting a special rate” (52%).
Three in 10 travellers (30%) say they always take exchange rates into account when going on holiday, but 7% say they “don’t usually do so, but will do so in 2025”.
Holidaying during the mid-season is another way to make travel more affordable, with three quarters (74%) considering this in order to get a better deal (65%).
