Travel in 2025: Bold Trends, Tech Innovations, and Sustainable Escapes

A Year of Frequent Adventures

The 2025 travel landscape is poised for growth, with a 42% rise in holiday frequency anticipated compared to 2024. Marriott Bonvoy’s “Ticket to Travel” study, surveying over 21,000 travelers across Europe, the Middle East, and Africa, predicts an average of 5.5 trips per traveler, including domestic, short-haul, and long-haul vacations. This translates to nearly one holiday every two months, signaling strong demand across global travel markets.

Emerging Travel Trends: Bold, Personal, and Adventurous

Heritage Holidays and Bravecations are two notable trends for 2025:
– Heritage Holidays allow travelers to explore their family roots, diving into genealogical research and ancestral connections.
– Bravecations push travelers out of their comfort zones, encouraging activities like paragliding, exotic cuisine tasting, or cultural immersion.

Younger travelers aged 18-34 are spearheading these trends, redefining vacation goals with a focus on personal growth and unique experiences.

AI and Sustainability: Pillars of Modern Travel

Technology and eco-consciousness are shaping how travelers plan and execute their journeys:
– Artificial Intelligence: Use of AI in travel planning has surged to 41%, up from 26% the prior year. Travelers increasingly rely on AI-driven tools for itinerary building, cost optimization, and personalized recommendations.
– Sustainability: Over 72% of respondents now consider the environmental impact of their trips, a notable jump from 64% in 2024. From carbon-offset programs to eco-friendly accommodations, sustainability has become a non-negotiable for modern travelers.

Evolving Accommodation Priorities

While traditional factors like cleanliness, price, and location remain vital, new preferences are gaining traction:
– Sustainability is critical for 65% of respondents.
– Solo Travel: 55% value accommodations designed for independent adventurers.
– Pet-Friendly Stays: Nearly half of the participants prioritize hotels welcoming furry companions.

These trends reflect a broader desire for accommodations that cater to diverse lifestyles and values.

Smart Spending and Shoulder Season Popularity

Even with increased travel ambitions, value remains paramount. 52% of respondents cite special pricing as the primary driver for bookings. Meanwhile, 74% favor shoulder-season travel—taking trips just before or after peak tourist periods—to balance affordability and crowd avoidance.

Industry Insights and Optimism

Phil Andreopoulos, Chief Sales & Marketing Officer at Marriott International EMEA, notes: “The strong desire for international, regional, and domestic travel is great news for the industry. We’re excited to welcome this renewed enthusiasm as we continue innovating for the traveler of tomorrow.”

With more holidays, smarter planning, and adventurous trends on the horizon, 2025 promises to be a defining year for global travel. From bold experiences to eco-friendly escapes, travelers are embracing a future where technology and sustainability go hand in hand.