Marriott Bonvoy‘s 2025 Ticket to Journey analysis—carried out amongst 21,374 adults in 10 markets throughout Europe, Africa, and the Center East (EMEA)—confirmed that 42 % of vacationers plan on taking extra journeys in 2025 versus 2024, whereas 81 % will plan on touring the identical quantity.
- Analysis amongst over 20,000 vacationers throughout the EMEA area reveals that greater than 4 in ten are planning to go on extra holidays in 2025
- “Bravecations” and “heritage holidays” recognized because the new-for-2025 journey tendencies
- Savvy spenders are on the rise as vacationers search one of the best worth from journeys
- Use of synthetic intelligence to plan holidays grows and sustainability issues improve
Customers surveyed stated that they plan to go on 2.3 home holidays inside their very own nation in 2025, 1.8 short-haul holidays (four-hour flight or much less), and 1.4 long-haul holidays. This implies that respondents might be doing a complete of 5.5 holidays or journeys in 2025—the equal of practically one each two months.
Rising Traits
The analysis identifies a lot of rising or rising journey tendencies. Amongst them are “heritage holidays,” a vacation taken to particularly discover their household’s heritage, historical past, or ancestry. Greater than a 3rd (36 %) have beforehand taken a heritage vacation and an extra 32 % plan to subsequent yr or within the close to future.
Youthful vacationers usually tend to have carried out this—43 % of these aged 18-24 and 45 % of these aged 25-34 have—in comparison with 22 % of these aged 65+.
The drivers behind this pattern are vacationers believing, “It’s vital to know the place your loved ones come from and perceive what their life was like,” (46 %) and, “Desirous to see the place their ancestors lived and grew up” (45 %).
Bravecations, or vacationers’ propensity to be braver once they go on vacation and being extra more likely to strive issues they wouldn’t at dwelling, is one other pattern that clearly comes throughout within the analysis.
Greater than two thirds of vacationers (67 %) say that they’re braver on vacation. Age performs a job with 78 % of these aged 18-24, and 82 % of these aged 25-34 saying they’re braver on vacation, in comparison with 39 % of these aged 65+. The highest three issues’ individuals do on vacation that they wouldn’t be courageous sufficient to strive at dwelling are:
- Tried uncommon meals: 44 %
- Climbed up one thing excessive: 43 %
- Started conversations with strangers: 33 %
Solidifying Traits
Different tendencies that emerged in final yr’s analysis are set to turn into much more marked in 2025, particularly sustainability and using AI.
Greater than seven in 10 (72 %) say that they take a look at the environmental impression of their journey plans in comparison with 64 % final yr. And over half (55 %) say that they checked the sustainability of the lodging they stayed in on their final vacation, though solely 30 % did so earlier than they booked. Nonetheless, this determine is up from 22 % final yr.
Rising quickly with regards to journey planning for 2025 is using AI. Greater than 4 in 10 respondents (41 %) say they’ve used AI to assist plan or analysis a vacation, up considerably from 26 % final yr, exhibiting how a lot this pattern has elevated with EMEA customers over the previous 12 months.
That is led by youthful vacationers; final yr 45 % of 18-24 yr olds had used AI, however this yr the determine rises to 59 %. In the meantime final yr 41 % of 25-34 yr olds had and this has risen even additional to 62% this yr.
What might be vital for vacationers in 2025?
In the case of lodging preferences, the “good fundamentals” will stay key for vacationers, with cleanliness (95 %), worth (92 %), and placement (91 %) crucial elements throughout all markets.
However for 65 %, sustainability is now a key lodging consideration, whereas practically half (47 %) search for lodging to be pet-friendly. Over half (55 %) additionally name out the significance of lodging catering to solo vacationers.
The important thing priorities for vacationers are “spending time with family and friends” (53 %), adopted by “treating myself” (49 %). Though for over a 3rd (36 %), it is vital they arrive again feeling more healthy than once they left.
Savvy Spending
The analysis additionally reveals that regardless of planning extra holidays, customers are in search of one of the best worth for cash from holidays in 2025, no matter their funds. The principle aspect that will incentivize vacationers to decide to a reserving is “getting a particular worth” (52 %).
Three in 10 vacationers (30 %) say that they at all times take alternate charges into consideration when occurring holidays, however seven % say that they “by no means normally do however will in 2025.”
Shoulder season break is one other option to make breaks extra inexpensive. Three quarters (74 %) say that they’ve, or have thought-about, doing this, with the primary motive being to get higher worth (65 %).
Phil Andreopoulos, chief gross sales and advertising and marketing officer, Marriott Worldwide—Europe, Center East & Africa, stated, “The robust want for worldwide, regional, and home journey, seen from this complete client analysis, is nice information for the trade and we’re excited for the yr forward. The analysis identifies a number of fascinating new tendencies for 2025. Bravecations and heritage holidays might be key themes for subsequent yr, with savvy spending an vital consideration for a lot of when reserving their holidays, regardless of funds. The analysis additionally reveals that over the previous 12 months using AI has turn into nicely and really mainstream—with Gen Z and youthful millennials now utilizing this as a key a part of their journey planning. That is solely set to proceed in 2025. In the meantime sustainability is more and more a key consideration for a lot of vacationers, particularly with regards to lodging.”
