New Report: Marriott Bonvoy’s Ticket to Travel — Redefining Traveler Priorities for 2025

Travel demand remains strong for 2025, even amidst economic uncertainty, according to Marriott Bonvoy’s Ticket to Travel research, which surveyed 20,000 consumers across Europe, the Middle East, and Africa. According to the report, 42 percent of consumers across all markets plan to increase their holiday travels in 2025 compared to 2024, while 39 percent intend to maintain the same level of travel for 2025. Consumers plan to take an average of 5.5 trips in 2025, the equivalent of nearly one every two months.

As people plan more trips, they’re also redefining what those journeys mean. Travelers today are increasingly drawn to heritage travel — exploring destinations tied to their family roots. They’re not just looking for a getaway but an exploration of their ancestral connections that resonate deeper than the traditional tourist destinations.

“The strong desire for international, regional, and domestic travel, as seen from this comprehensive consumer research, is great news for the industry, and we are excited for the year ahead. The research identifies several interesting new trends for 2025. Heritage holidays and bravecations will be key themes for next year, with savvy spending an important consideration for many when booking their holidays, irrespective of budget,” said Phil Andreopoulos, chief sales and marketing officer, Marriott International, Europe, Middle East and Africa.

While meaningful engagement drives the modern traveler’s itinerary, a preference for value-for-money experiences also shapes their choices. The modern traveler’s emerging profile is one who seeks out high-quality experiences that provide emotional and social returns on investment. This trend is particularly pronounced among Gen Z and millennials, who frequently use social media tools and AI-driven platforms to create personalized travel journeys. These tools allow for a level of customization that aligns perfectly with the desires for authenticity and personalization that define these tech-savvy generations.

“Over the past 12 months, the use of AI has become well and truly mainstream, with Gen Z and younger millennials now using this as a key part of their travel planning. This is only set to continue in 2025. Meanwhile, sustainability is increasingly a key consideration for many travelers when it comes to their travel choices and accommodation,” said Andreopoulos.

Insights from Marriott’s new research reveal key trends shaping travel in 2025, providing guidance for how brands can meet these evolving traveler expectations.

This report from Marriott Bonvoy provides an in-depth look at shifting traveler priorities, including a focus on sustainability, authenticity, and value. It offers actionable insights for travel brands to meet consumer demands and adapt to emerging travel trends.

In this report, you’ll find: 

• Comprehensive data on consumers propensity to travel in 2025 
• Key insights into “bravecations” the trend highlighting how travelers feel empowered to try new foods, languages, and adventurous activities on vacation.
• The growing popularity of heritage travel and why an increasing number of travelers are planning trips to explore their ancestry and family roots.
• The rise of savvy spenders looking to get the best value for money from their holiday next year.
• Insights into where travelers are taking action to travel sustainably and which markets prioritize it the most.
• Analysis of the influence of social media on travel inspiration, now a top source of travel inspiration.
• The expanding role of AI in travel planning, especially among younger demographics, highlighting its emerging role as a vital tool for researching trips.

This content was created collaboratively by Marriott Bonvoy and Skift’s branded content studio, SkiftX.