Travel Trends 2025: More Trips, Bold Adventures, and Smart Spending on the Rise

From ‘Bravecations’ to AI-Powered Planning, Here’s How Travelers Are Shaping the Future of Holidays

In 2025 travelers are planning more holidays, embracing adventure, and leveraging technology to enhance their experiences. According to Marriott Bonvoy’s ‘Ticket to Travel’ report, which surveyed over 21,000 people across Europe, the Middle East, and Africa - including more than 4,700 travelers from the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA) - the coming year will see a rise in bold travel choices, heritage-inspired trips, and budget-conscious planning.

More Trips, More Exploration

Travel enthusiasm remains high, with 42% of respondents planning to take more trips in 2025 than in 2024. On average, people expect to go on 5.5 trips throughout the year, spanning domestic, short-haul, and long-haul destinations. This increase is most noticeable among younger travelers, with 55% of those aged 25-34 eager to explore more.

The report reveals that 84% of respondents in both the UAE and KSA intend to take more or the same number of holidays in 2025 compared to 2024. Specifically, 54% of travelers in the UAE and 53% in KSA plan to increase their number of trips.

The Rise of ‘Bravecations’

A major trend for 2025 is the ‘Bravecation’—a travel style focused on stepping out of one’s comfort zone. The report highlights that 67% of travelers feel more adventurous while on holiday, making them more likely to try new activities and experiences. This trend is especially strong among younger demographics, with 78% of 18-24-year-olds and 82% of 25-34-year-olds actively seeking daring adventures.

The study indicates that over 80% of travelers in both the UAE and KSA feel more adventurous while on holiday. Popular daring activities include zip-lining, skydiving, or theme park rides, climbing heights, and sampling unusual foods.

Heritage Holidays Gain Popularity

Another growing trend is ‘Heritage Holidays,’ where travelers explore their ancestry and cultural roots. Over a third (36%) of those surveyed have already taken such a trip, while another 32% plan to do so soon. Reasons for heritage travel include discovering family history (46%) and visiting ancestral homelands (45%).

49% of UAE travelers and 41% of those from KSA have previously embarked on such journeys, with an additional 47% in the UAE and 40% in KSA planning to do so in the near future.

This trend is particularly prominent among individuals aged 25-34, with 85% expressing interest. The primary motivation is the belief in the importance of understanding one's family origins and history.

Savvy Spending and Value-Driven Travel

While travelers are eager to explore more, they are also becoming increasingly budget-conscious. The report shows that travelers prioritize spending wisely, particularly on flights (62%) and accommodations (58%), followed by dining experiences (26%). This shift reflects a focus on maximizing value without sacrificing quality experiences.

AI-Powered Travel Planning

Artificial intelligence is playing a bigger role in how people plan their trips. In 2024, 26% of travelers used AI to research and organize their holidays, but this number has jumped to 41% for 2025. Younger travelers, especially those aged 18-34, are the primary users of AI tools, streamlining everything from itinerary planning to booking recommendations.

A Stronger Focus on Sustainable Travel

Sustainability remains a key consideration for travelers. The report indicates that 72% of respondents assess the environmental impact of their trips, an increase from 64% the previous year. While 55% of travelers reviewed their accommodation’s sustainability practices during their last trip, only 30% did so before booking, suggesting growing but still evolving awareness in eco-friendly travel choices.

As the industry adapts to these evolving preferences, 2025 promises to be an exciting year for global exploration.