Travelers in Europe, Africa, and the Middle East are gearing up for an exciting 2025, with plans for more holidays and a shift in travel priorities. According to new research by Marriott Bonvoy, over 21,000 adults across these regions were surveyed, revealing that 42% of people plan to take more vacations next year. This marks a notable increase, with 81% of travelers planning to maintain or even increase their travel frequency compared to 2024. On average, people are planning to take 5.5 trips in 2025, covering a mix of domestic, short-haul, and long-haul destinations, indicating a renewed passion for travel as people look to explore new places and experiences.
One of the most prominent trends emerging for 2025 is the growing interest in heritage travel. More and more people are choosing to visit their ancestral roots, with over a third of respondents having already taken such trips, and nearly a third more planning to do so soon. These heritage trips resonate especially with younger travelers, particularly those aged 18-34, who are eager to reconnect with their family histories and visit ancestral homes. This trend reflects a broader desire among travelers to better understand their personal histories and cultural backgrounds while exploring new destinations. For many, these journeys are not just about sightseeing but also about connecting with their roots and learning more about their family’s stories.
Alongside heritage travel, adventure is taking center stage in 2025. The research found that many travelers are seeking what has been coined “bravecations,” where they push beyond their usual comfort zones to try new and exciting activities. Two-thirds of travelers reported feeling more daring while on holiday, with popular activities including trying unfamiliar foods, climbing challenging heights, and engaging in conversations with strangers. Younger travelers, particularly those aged 25-34, are leading the charge when it comes to embracing these adventurous experiences. They are eager to break away from routine and explore new opportunities to expand their horizons. This shift towards adventure reflects a growing desire to seek personal growth and unique experiences that go beyond traditional vacation expectations.
Sustainability continues to play an increasingly important role in how people plan their trips. The study shows that 72% of travelers now consider the environmental impact of their journeys, a significant increase from the previous year. More than half of respondents also took the sustainability of their accommodations into account when booking their last trip, signaling a shift in consumer priorities. Travelers are becoming more conscious of the carbon footprint of their vacations and are actively seeking ways to reduce their impact. This growing interest in sustainability is reshaping how people think about travel, with many opting for eco-friendly options, such as accommodations with green certifications, sustainable activities, and destinations that promote environmental awareness.
Another major shift in travel planning is the rise of artificial intelligence (AI). The research highlights that 41% of travelers are now using AI to help research and organize their trips, marking a sharp increase from the previous year. This trend is particularly evident among younger travelers, with more than 60% of those aged 25-34 turning to AI for tailored recommendations and personalized travel planning. AI tools are now helping people choose destinations, book accommodations, and even plan activities based on their preferences and interests. This shift is changing the way people approach travel, making it more efficient and customized to individual needs.
While these new trends are shaping the travel landscape, travelers remain mindful of their budgets. Many are turning to special offers and deals as a way to make their vacations more affordable. Shoulder-season travel, which involves booking trips just outside peak times, is becoming increasingly popular, as it allows travelers to enjoy quieter experiences while saving money. This trend highlights a growing awareness of cost-effective travel options and a desire to get the best value for money.
Marriott Bonvoy’s research paints an exciting picture for 2025, with heritage, adventure, sustainability, and technology set to define the year’s travel trends. These themes reflect a shift in how people are approaching their holidays, with a focus on meaningful experiences, personal growth, and environmental responsibility. As travelers embrace these trends, the way we think about and plan our vacations is evolving, offering more options for those seeking adventure, relaxation, and connection. The coming year promises to be a landmark moment in the evolution of travel, with travelers using new tools and ideas to explore the world in innovative ways.
