More than a third (36 per cent) of Brits plan to take more holidays in 2025 compared to 2024, despite the cost of living crisis, according to a new survey.
This figure rises to 55 percent for the 25-34 age group, the survey revealed, with 41 percent overall expecting to maintain their current travel levels.
He Marriott Bonvoy Research, which surveyed 21,374 adults from Europe, Africa and the Middle East, including more than 2,000 Britons, found that UK tourists are also “increasingly value conscious”.
According to the report, seventy-seven percent are opting for off-peak bookings to stretch their budgets, and many are exploring the ‘shoulder months’ – the two or three months surrounding peak seasons – to secure better value (74 percent). they experience fewer crowds (55 percent) and enjoy cooler weather (21 percent).
Additionally, currency exchange rates are an important consideration for 23 percent of travelers, and another 26 percent plan to pay more attention to this factor in 2025.
brave cations
“Courageous holidays” are “shaping how UK travelers experience holidays”, according to the report, with 62 per cent reporting increased courage when on holiday, a figure rising to 82 per cent among people from 25 to 34 years old.
The report revealed: “Travelers are embracing bold activities, including trying exotic foods (47 percent), participating in adrenaline-filled activities like zip lining (27 percent), climbing to scenic viewpoints (40 percent), and connecting with locals.” through conversations (35 percent)’.
Marriott Bonvoy surveyed 21,374 adults in Europe, Africa and the Middle East (including more than 2,000 Britons) about their holiday plans for 2025.
Connecting with family heritage
According to the report, family travel is gaining popularity, especially among younger generations.
Among people ages 25 to 34, 41 percent are planning trips to explore their ancestry, driven by motivations to understand their origins (48 percent), visit ancestral homes (45 percent), and reconnect with lost relatives. a long time ago (29 percent). percent).
Sustainability
The report revealed that sustainability “remains a priority” with 43 per cent of UK travelers opting for green travel alternatives, such as trains or other forms of public transport, instead of flights.
Additionally, 41 per cent now assess the sustainability credentials of their accommodation.
More than a third (36 percent) of Britons plan to take more holidays in 2025 compared to 2024.
The search for luxury
Luxury travel is apparently evolving, with high-net-worth individuals “placing a lot of importance on exclusive, personalized experiences.”
When asked, 84 percent of this group said they were attracted to emerging destinations “but only if five-star accommodations are available.”
Phil Andreopoulos, director of sales and marketing at Marriott International – Europe, Middle East and Africa, said: “2025 promises to be a transformative year for UK travelers, combining a thirst for bold exploration, seeking connections to their family heritage and the desire for thoughtful, value-conscious travel.
‘This consumer research highlights enthusiasm for travel across generations, price points and markets.
‘We are seeing a desire for travel to broaden horizons and forge connections as travelers seek more meaningful and culturally immersive experiences while balancing this with sustainability. Whether challenging new adventures, reconnecting with ancient roots or enjoying five-star getaways, this continued focus on travel plans and aspirations for the coming year signals a bright future for the travel industry.”