Marriott Research Shows 42% of Travelers Plan to Take More Holidays in 2025, Boosting Tourism Across Europe, Africa, and the Middle East : What You Need to Know

Written By: Anirban Bhattacharya

Anirban Bhattacharya

I am a Content Writer at Travel And Tour World, where I have been covering the global travel and tourism industry since June 2024. With five years of experience in digital journalism and SEO-focused content, I specialize in reporting on travel, tourism, aviation, hospitality, railways, and international developments. My work is built on thorough research, fact-checking, and clear, reader-focused reporting that transforms complex industry updates into accurate and accessible news. I am committed to producing credible, informative, and timely content that helps travelers and industry professionals stay informed about the latest trends, destinations, policies, and developments shaping the global travel landscape.

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November 18, 2024 7:30 PM

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As we look ahead to 2025, the appetite for leisure travel is set to increase, with an expected rise in the number of holidays taken by travelers across Europe, Africa, and the Middle East. According to Marriott Bonvoy’s “Ticket to Travel” report, based on research conducted with 21,374 adults in ten countries, 42% of travelers plan to take more holidays in 2025 compared to 2024. Additionally, 81% of participants intend to take the same amount or more holidays next year.

Rising Trend of Travel in 2025

The study reveals that travelers are planning an average of 5.5 holidays in 2025. This includes 2.3 domestic holidays, 1.8 short-haul trips (within a four-hour flight), and 1.4 long-haul vacations, signifying an increase in international and regional travel.

Emerging Travel Trends

The research identifies several key trends for 2025. One standout trend is Heritage Holidays, where travelers explore their family’s heritage and history. Over a third (36%) of those surveyed have taken a heritage-focused vacation, and 32% plan to do so next year. Younger generations, particularly those aged 18-34, are more likely to pursue such trips, driven by a desire to understand their family history and connect with their ancestral roots.

Another significant trend is the rise of Bravecations—vacations that encourage travelers to take risks and try things they wouldn’t normally do at home. Two-thirds (67%) of respondents say they are more adventurous on vacation, with younger travelers (78% of 18-24-year-olds and 82% of 25-34-year-olds) embracing new experiences. The top activities include trying unusual foods (44%), climbing high structures (43%), and striking up conversations with strangers (33%).

Sustainability and AI Integration in Travel Planning

Sustainability continues to grow as a priority among travelers. Over 72% of respondents now consider the environmental impact of their travel plans, a significant increase from last year’s 64%. More than half (55%) checked the sustainability of their accommodations on their last holiday, a notable rise from 22% in 2023. The research shows that sustainability is an important factor when booking accommodations for 2025.

Meanwhile, the use of Artificial Intelligence (AI) for planning holidays has skyrocketed, with 41% of travelers using AI in 2024, up from 26% in 2023. Younger travelers are driving this trend, with 59% of 18-24-year-olds and 62% of 25-34-year-olds using AI to research or plan their trips. AI is transforming how people select destinations, accommodations, and activities, making travel planning more efficient and personalized.

Accommodation Preferences and Key Priorities

When it comes to choosing accommodations, the “brilliant basics” remain a priority for travelers. Cleanliness (95%), price (92%), and location (91%) are the top three factors when booking a place to stay. Sustainability (65%) and pet-friendly accommodations (47%) are increasingly important to travelers, alongside a growing demand for solo-travel-friendly spaces (55%).

For many travelers in 2025, the key priorities are spending time with family and friends (53%) and treating themselves (49%). A significant portion (36%) also values returning home feeling healthier than before.

Savvy Spending for 2025

Despite planning more holidays, travelers are increasingly focused on getting the best value for their trips. The research shows that 52% of travelers are most likely to commit to a holiday if they receive a special price. Additionally, 30% of travelers consider exchange rates when planning trips, and 74% are looking at shoulder season breaks to save money, preferring to travel during the months surrounding peak season to get better deals.

Phil Andreopoulos, Chief Sales & Marketing Officer, Marriott International – Europe, Middle East & Africa, commented, “The strong desire for international, regional, and domestic travel, as seen from this research, is fantastic news for the industry. We are excited for 2025, as we see the rise of trends like Bravecations, Heritage Holidays, and the mainstream use of AI in travel planning.”

He added, “Sustainability is a key consideration for travelers, especially when it comes to accommodations. We are also seeing more travelers looking for better value, regardless of their budget.”