Based on a survey performed by Marriott, which included 21,374 adults from 10 markets in Europe, Africa, and the Center East (EMEA), individuals plan to take a median of two.3 home holidays, 1.8 holidays to close by locations (outlined as a flight of 4 hours or much less), and 1.4 holidays to distant locations in 2025. This implies they anticipate taking 5.5 holidays or journeys that yr, equating to almost one journey each two months.
Rising But Rising Journey Traits
The survey highlights a number of rising journey traits, together with “heritage holidays.” These journeys are particularly taken to discover a person’s household heritage, historical past, or ancestry.
Over one-third (36%) of respondents have gone on a heritage vacation previously, and an extra 32% plan to take action throughout the subsequent yr or within the close to future.
Youthful vacationers usually tend to take part in all these holidays, with 43% of these aged between 18 and 24 and 45% of these aged 25-34 reporting they’ve taken a heritage vacation. In distinction, solely 22% of respondents aged 65 and older have completed the identical.
One other journey development recognized within the survey is “bravecations,” which describes vacationers’ willingness to have interaction in additional adventurous actions whereas on vacation—actions they won’t attempt in any other case.
Greater than two-thirds (67%) of vacationers say they exhibit braver conduct whereas on trip. Age influences this development, with 78% of people aged 18-24 and 82% of these aged 25-34 claiming they’re extra adventurous on vacation, in comparison with solely 39% of these aged 65 and older.
Latest traits highlighted in final yr’s Marriott survey are anticipated to grow to be much more pronounced in 2025, notably concerning sustainability and using synthetic intelligence in journey.
Journey Development – Sustainability Issues
Over 72% of respondents reported that they contemplate the environmental affect of their journey plans, a rise from 64% the earlier yr. Moreover, greater than half (55%) indicated that they checked the sustainability of their lodging throughout their final vacation; nevertheless, solely 30% did this earlier than reserving. That is an enchancment from 22% final yr.
The usage of AI (synthetic intelligence) in journey planning can also be rising as we head into 2025. Greater than 41% of respondents said that they’d used AI to assist plan or analysis their vacation, a notable enhance from 26% final yr. This shift is highly effective amongst youthful vacationers. Within the 18-24 age group, 45% used AI the earlier yr, which has now risen to 59%. Equally, for these aged 25-34, the utilization has elevated from 41% to 62% over the identical interval.
Important Components for Vacationers in 2025
Subsequent yr, an important components for vacationers when selecting lodging might be cleanliness (95%), value (92%), and site (91%). Moreover, 65% of vacationers contemplate sustainability a key criterion of their choice course of. Almost half (47%) choose pet-friendly lodging, whereas over half (55%) are on the lookout for choices that cater to solo vacationers.
53% of vacationers prioritize spending time with family and friends on vacation, adopted intently by the need to deal with self-care (49%). Furthermore, greater than a 3rd (36%) of vacationers need to return from their vacation feeling more healthy than once they arrived.
Savvy Spending
The information reveals that though shoppers plan extra holidays in 2025, they’re targeted on getting one of the best worth for his or her cash, no matter their funds.
The first issue motivating vacationers to ebook is the chance to obtain a “particular charge,” with 52% highlighting this as vital.
Moreover, 30% of vacationers contemplate trade charges when planning their holidays, whereas 7% indicated they usually don’t issue this in however will achieve this in 2025.
Touring throughout the mid-season is one other technique to make holidays extra inexpensive, with 74% of respondents contemplating this feature to safe a greater deal.
