Marriott Bonvoy Unveils 2025 Travel Trends: Heritage Holidays, Bravecations, and AI-Driven Planning on the Rise

• Research amongst over 20,000 travellers across the EMEA region shows that more than four in ten are planning to go on more holidays in 2025
• Bravecations and Heritage Holidays identified as the new-for-2025 travel trends
• Savvy spenders are on the rise as travellers seek the best value from trips
• Use of artificial intelligence to plan holidays sky-rockets – and sustainability considerations increase

(IN SHORT) Marriott Bonvoy’s 2025 travel trends report, based on a survey of over 21,000 travelers across EMEA, reveals a strong appetite for travel, with 42% planning more holidays compared to 2024 and an average of 5.5 trips per person. Key trends include Heritage Holidays (exploring family ancestry), Bravecations (adventurous activities), and increased use of AI for trip planning (41%, up from 26% in 2024). Sustainability is also a growing focus, with 72% considering environmental impact. Despite planning more holidays, travelers remain budget-conscious, prioritizing value and affordability through shoulder season trips and special pricing deals.

(PRESS RELEASE) London, UK, 2024-Nov-23 — /Travel PR News/ — A new Marriott Bonvoy study of over 21,000 travelers across Europe, the Middle East, and Africa (EMEA) reveals a growing appetite for travel in 2025, with 42% planning more holidays compared to 2024 and an average of 5.5 trips anticipated per person. The research highlights emerging trends, including Heritage Holidays, where travelers explore family ancestry, and Bravecations, where travelers embrace adventurous activities outside their comfort zones.

Key Travel Trends for 2025

• Heritage Holidays: 32% of travelers plan to explore their roots, with younger generations leading the trend.
• Bravecations: 67% of travelers report being braver on holiday, trying new foods, climbing heights, or starting conversations with strangers.
• Sustainability: 72% consider the environmental impact of travel, up from 64% last year, and 55% check accommodations’ sustainability credentials.
• AI in Travel Planning: 41% now use AI for trip planning, up from 26% in 2024, with younger travelers driving this trend.

Savvy Spending and Booking Preferences

Despite planning more holidays, travelers are keen on value, with special pricing being the top booking incentive (52%). Shoulder season travel remains popular, with 74% citing affordability as the main reason. Cleanliness, price, and location remain top accommodation priorities, while 65% of travelers value sustainability and 55% appreciate solo traveler-friendly options.

Industry Insights

Phil Andreopoulos, Chief Sales & Marketing Officer for Marriott International EMEA, commented:
“This research highlights an exciting year ahead for the travel industry. Emerging trends like Bravecations and Heritage Holidays reflect the evolving desires of travelers, while savvy spending and sustainability remain key priorities. The rapid adoption of AI in travel planning demonstrates how technology is shaping the future of travel, particularly among younger generations.”

For more details and access to the full report, visit www.marriott.pressarea.com.

ABOUT MARRIOTT BONVOY

Marriott Bonvoy, Marriott International’s award-winning travel programme and marketplace, gives members access to transformative, eye-opening experiences around the corner and across the globe. Marriott Bonvoy’s portfolio of 31 extraordinary brands offers renowned hospitality in the most memorable destinations in the world. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, as well as through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. With the Marriott Bonvoy app, members enjoy a level of personalisation and contactless experience that allows them to travel with peace of mind. To enrol for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com. To download the Marriott app, go here. Travelers can also connect with Marriott Bonvoy on Facebook, X, Instagram and TikTok.

Media Contact:

Michelle Johnson
Corporate Communications, EMEA
Marriott International
Michelle.A.Johnson@Marriott.com

Source: Marriott International, Inc.

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