- A survey of over 20,000 travelers from the EMEA region reveals an increase in planned holidays for 2025, with emerging trends such as Bravecations, Heritage Holidays, and savvy spending rising.
- The use of artificial intelligence in holiday planning is growing significantly, and sustainability considerations are increasingly important for travelers.
Marriott Bonvoy’s 2025 ‘Ticket to Travel’ research, conducted among 21,374 adults across ten markets in Europe, Africa, and the Middle East, reveals that 42% of travelers plan to increase their holiday frequency in 2025 compared to 2024, while 81% plan to maintain or increase their current travel rate.
The survey participants anticipate taking 2.3 domestic holidays, 1.8 short-haul holidays, and 1.4 long-haul holidays in 2025, amounting to 5.5 holidays or trips, equivalent to nearly one every two months.
Emerging trends from the research include ‘Heritage Holidays’, holidays taken specifically to explore family heritage, and ‘Bravecations’, holidays where travellers try new experiences they wouldn’t usually try at home. Younger travelers, particularly those aged between 18 and 34, are more likely to engage in these trends.
Sustainability and artificial intelligence (AI) use in holiday planning, trends that emerged in the previous year’s research, are predicted to solidify further in 2025. Over 72% of respondents report considering the environmental impact of their travel plans, up from 64% last year. The use of AI in holiday planning has also seen significant growth, with 41% of respondents reporting its use, up from 26% the previous year.
Regarding accommodation, cleanliness, price, and location remain the top priorities for travelers. However, sustainability is a key consideration for 65% of respondents, 47% seek pet-friendly accommodations, and 55% emphasize the importance of accommodations catering to solo travelers.
Despite increased planned holidays, respondents seek the best value for their money in 2025. According to 52% of respondents, a special price is the main incentive for travelers to commit to a booking. Additionally, 74% of respondents have considered ‘shoulder season’ breaks, or trips taken just before or after peak season, to make their holidays more affordable.
“The strong desire for international, regional and domestic travel, seen from this comprehensive consumer research, is great news for the industry, and we are excited for the year ahead,” comments Phil Andreopoulos, Chief Sales & Marketing Officer, Marriott International – Europe, Middle East & Africa.
