Marriott Bonvoy Study Forecasts A Powerful Increase In South African Travel For 2025

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A recent survey reveals that South Africans are anticipating an average of 2.7 domestic getaways, two short-haul trips (flights of up to four hours), and 1.8 long-haul vacations in 2025.

CAPE TOWN, South Africa

• Over 2,000 South African travellers surveyed show that more than 60% intend to take more holidays in 2025.
• Bravecations and heritage holidays are identified as major travel trends for 2025.
• A rise in savvy spenders as travellers focus on maximizing value for their trips.
• The use of AI in holiday planning surges, along with a growing emphasis on sustainability.

The travel market is poised for growth in 2025, as revealed by Marriott Bonvoy’s 2025 Ticket to Travel study (http://apo-opa.co/3AQaXQo) (www.Marriott.com). The research, which surveyed 21,374 adults across 10 markets in Europe, Africa, and the Middle East (EMEA) along with over 2,000 South African travellers, shows that more than 60% of South Africans plan to take more holidays in 2025 compared to 2024. Additionally, 18% of respondents intend to maintain their current travel frequency.

The survey found that South Africans are planning an average of 2.7 domestic holidays, two short-haul trips (flights of four hours or less), and 1.8 long-haul vacations in 2025. This amounts to a total of 6.5 holidays or trips, averaging more than one every two months. Among those planning holidays, the most popular destinations are South Africa (27%), the USA (11%), Mozambique (10%), France (10%), and Mauritius (10%).

‘Bravecations’ and ‘heritage holidays’ are emerging as key travel trends

The research reveals several emerging travel trends, with ‘bravecations’ and ‘heritage holidays’ standing out. The ‘bravecation’ trend sees travellers embracing adventure by trying activities they wouldn’t typically attempt at home. A significant 85% of South African travellers report feeling more daring while on holiday, the highest percentage among all markets surveyed. This adventurous spirit is particularly strong among younger generations, with 87% of 18–24-year-olds and 91% of 25–34-year-olds eager to explore new and thrilling experiences. Popular activities include scaling tall structures (56%), engaging in adrenaline-pumping experiences like zip-lining, skydiving, and theme park rides (54%), and tasting exotic foods (45%).

The second notable trend is ‘heritage holidays,’ where travellers seek to connect with their family’s history, ancestry, or heritage. Seventy-five percent of South Africans have either taken or plan to take a heritage-focused trip. This trend is more prevalent among younger age groups, with 77% of 18–24-year-olds and 88% of 25–34-year-olds either having already undertaken or planning to take such holidays, compared to just 42% of those aged 65 and older. The main motivations for these trips include a desire to explore their family’s origins and understand their ancestors’ lifestyles (64%), as well as to visit the places where their ancestors once lived (53%).

Strengthening Trends

Sustainability and the integration of AI in travel planning are expected to play a larger role in 2025. Eight out of ten travellers (80%) consider the environmental impact when planning their trips, surpassing the EMEA average of 72%. Additionally, 79% of travellers checked the sustainability practices of their accommodation on their last holiday, with 64% doing so before making a booking—significantly higher than the EMEA average of 30%.

AI usage in travel planning is also seeing a rapid increase. Nearly half (48%) of South African travellers have turned to AI for trip planning or research, exceeding the EMEA average of 41%. The trend is particularly strong among younger travellers, with 57% of those aged 18–24 and 63% of those aged 25–34 using AI in the past year, reflecting its widespread adoption among younger South Africans.

Top Travel Priorities for 2025

In 2025, the key factors in choosing accommodation remain rooted in the basics: cleanliness (97%), location (96%), and customer service (96%) are the top priorities for travellers.

South African travellers tend to prioritize family, with 46% preferring to holiday with their family or their partner’s family and children. This is followed by 36% who prefer travelling with their partner or spouse, and 12% who enjoy trips with friends. Only 5% prefer solo travel. Additionally, spending time with loved ones (63%) is the main motivation for taking a holiday, followed by personal indulgence (54%). More than half (52%) of respondents also value returning from a trip feeling healthier, a sentiment that’s notably higher than the EMEA average of 36%.

Smart Spending Strategies

While South Africans are planning to take more holidays, they are also focused on maximizing the value of their travel investments. The most significant factor influencing their decision to book a holiday is securing a “special price” (62%). Additionally, taking vacations during the shoulder season—just before or after peak periods—has become a popular strategy to make holidays more cost-effective. Seven out of ten travellers (70%) have either already done this or are considering it, primarily to gain better value (56%). Furthermore, 46% of South African travellers consistently take exchange rates into account when planning their trips, while 14% indicate that they typically don’t but plan to start considering them in 2025.

Dorcas Dlamini Mbele, Area Commercial Director, Marriott International – Sub-Saharan Africa, says: “We’re witnessing a profound shift towards valuing experiences over material possessions among South African travellers. Trends like bravecations and heritage holidays are at the forefront, reflecting a desire for meaningful and enriching journeys. The integration of AI in travel planning and a strong focus on sustainability further enhance this forward-thinking approach. It’s an exciting era for the travel industry, and we’re eager to support South Africans as they embark on new adventures and create lasting memories both locally and globally.”