Travelers are gearing up for an exciting year in 2025, with a significant rise in holiday plans, according to new research by Marriott Bonvoy. The study, conducted among over 21,000 adults across Europe, Africa, and the Middle East, shows that 42% of people plan to take more vacations next year, while 81% aim to maintain or increase their travel frequency compared to 2024. On average, travelers are planning 5.5 trips in 2025, including domestic, short-haul, and long-haul getaways, signaling a renewed enthusiasm for exploring the world.

Family connections are taking center stage, as more travelers embrace heritage trips to explore their roots. Over a third have already embarked on such journeys, while nearly a third more plan to do so in the near future. These trips appeal strongly to younger generations, with those aged 18-34 leading the way, motivated by a desire to visit ancestral homes and better understand their family histories.

Meanwhile, the desire for adventure is reshaping holiday plans. Many travelers are seeking “bravecations,” where they step out of their comfort zones to try new experiences. Two-thirds report feeling more daring while on holiday, with popular activities including tasting unfamiliar foods, climbing challenging heights, and starting conversations with strangers. Younger travelers, particularly those aged 25-34, are the most adventurous, embracing opportunities to expand their horizons.

Sustainability is also a growing priority, with 72% of travelers now considering the environmental impact of their trips, up significantly from the previous year. More than half assessed the sustainability of their accommodations on their last trip, a sharp rise from 2024. This shift reflects a broader commitment to making environmentally conscious choices in travel planning.

The use of technology is transforming the way people plan their trips. Artificial intelligence is becoming an essential tool, with 41% of travelers using AI to research and organize their holidays, a notable increase from last year. This trend is especially pronounced among younger travelers, with more than 60% of those aged 25-34 relying on AI for tailored recommendations and planning.

Cleanliness, affordability, and location remain top considerations for accommodations, but evolving traveler preferences are shaping new demands. Sustainability is now a key factor for many, alongside options that cater to solo travelers and pet owners. Personal priorities are also shifting, with travelers placing greater value on spending time with loved ones, indulging in self-care, and returning from their holidays feeling healthier and more refreshed.

Despite the growing number of trips planned, travelers are mindful of their budgets. Special offers and deals are a significant motivator, while many are turning to shoulder-season travel—booking trips just outside peak times—for better value and quieter experiences.

Marriott Bonvoy’s research highlights how 2025 is set to redefine leisure travel. With heritage, adventure, sustainability, and technology shaping new trends, travelers are creating meaningful and innovative ways to explore the world, making the coming year a landmark in the evolution of travel.

Phil Andreopoulos, Chief Sales & Marketing Officer, Marriott International – Europe, Middle East & Africa comments: “The strong desire for international, regional and domestic travel, 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. Bravecations and heritage holidays will be key themes for next year, with savvy spending an important consideration for many when booking their holidays, irrespective of budget.

The research also reveals that 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 travellers, especially when it comes to accommodation.”

The post Europe, Africa, and the Middle East Travel Trends Focus on Heritage, Adventure, and AI in 2025 According to Marriott Bonvoy appeared first on Travel And Tour World.