Surge in leisure travel expected for 2025, highlights new study

An anticipated surge in leisure travel is projected for 2025, as highlighted by a recent study conducted by Marriott Bonvoy. The comprehensive ‘Ticket to Travel’ report surveyed 21,374 adults across Europe, Africa, and the Middle East, indicating a significant rise in travel plans for the coming year. Notably, 42% of respondents expressed intentions to holiday more frequently in 2025 compared to 2024, with 81% planning to maintain or increase their travel activities.

The survey findings suggest that travellers are looking to take an average of five trips in 2025, breaking down to two domestic vacations within their own country, two short-haul trips with flights lasting four hours or less, and one long-haul trip. This indicates that many individuals anticipate undertaking a journey nearly every other month.

Several emerging travel trends have been identified within the research, including the rise of ‘Heritage Holidays’. These trips focus on exploring familial roots, history, and ancestry, proving especially popular among younger adults. The survey states that 36% have previously embarked on such travels, while an additional 32% plan to do so soon. Drivers for this trend include a desire to understand family origins and experience ancestral environments, with almost half of those surveyed valuing these insights.

Another prominent trend is the concept of ‘Bravecations’, where individuals are more inclined to engage in daring activities while abroad than they would at home. The study reveals that 67% of travellers consider themselves braver during holiday periods, with notable enthusiasm from those aged 18-34, compared to just 39% of those over 65 considering themselves adventurous on trips. Activities such as trying exotic foods, climbing heights, and striking up conversations with strangers rank high on the list of bold holiday endeavours.

Sustainability is increasingly impacting travel decisions, with 72% of travellers considering the environmental repercussions of their plans, up from 64% the previous year. Accommodation choices reflect this growing trend, with 55% of respondents checking the sustainability practices of their lodgings during their last trip. This conscious approach is forecasted to gain further traction, reflecting a broader societal shift towards more eco-friendly practices.

The use of Artificial Intelligence (AI) in travel planning has seen a marked increase, with 41% of travellers employing AI tools for holiday research, up from 26% last year. This trend is particularly prominent among younger demographics, showcasing a notable rise in its adoption among Gen Z and younger millennials.

As travellers set priorities for their upcoming holidays, ‘brilliant basics’ such as cleanliness, cost, and location remain paramount. Specifically, 95% prioritise cleanliness, 92% focus on pricing, and 91% consider location critical. Sustainability, pet-friendly accommodations, and features catering to solo travellers also figure prominently in decision-making.

The focus on value for money continues, with consumers eyeing special pricing and exchange rates to maximise their spending power. Shoulder season travel, which involves taking holidays just outside peak seasons, emerges as a method to secure better deals, highlighted by 74% of participants considering or having utilised this strategy for more economical getaways.

Phil Andreopoulos, Marriott International’s chief sales and marketing officer for Europe, the Middle East, and Africa, conveyed optimism regarding these trends, suggesting a flourishing travel landscape in the upcoming year. Andreopoulos emphasised the significance of emerging preferences like ‘Bravecations’ and heritage-based holidays, alongside the crucial role of sustainable practices and savvy expenditure in trip planning.

Overall, the 2025 travel forecast paints a picture of an increasingly adventurous, value-conscious, and environmentally aware traveller, reflecting broader societal changes influencing holiday-making decisions.

Source: Noah Wire Services