Over a third (36 per cent) of Britons are planning 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 per cent for the 25-34 age group, the poll revealed, with 41 per cent overall expecting to maintain their current travel levels.
The Marriott Bonvoy research, which polled 21,374 adults across Europe, Africa and the Middle East, including over 2,000 Brits, found that UK holidaymakers are also ‘increasingly mindful of value’.
Seventy-seven per cent are opting for off-peak bookings to stretch their budgets, according to the report, and many are exploring ‘shoulder months’ – the two to three months surrounding peak seasons – to secure better value (74 per cent), experience fewer crowds (55 per cent), and enjoy cooler weather (21 per cent).
Additionally, currency exchange rates are an important consideration for 23 per cent of travellers, with another 26 per cent planning to pay closer attention to this factor in 2025.
Brave-cations
‘Brave-cations’ are ‘shaping how UK travellers experience holidays’, the report said, with 62 per cent reporting increased courage when on holiday – a figure rising to 82 per cent among 25-34-year-olds.
The report revealed: ‘Travellers are embracing bold pursuits, including tasting exotic foods (47 per cent), engaging in adrenaline-filled activities like zip-lining (27 per cent), climbing to scenic viewpoints (40 per cent), and connecting with locals through conversations (35 per cent).’
Marriott Bonvoy polled 21,374 adults across Europe, Africa and the Middle East – including over 2,000 Brits – about their holiday plans for 2025
Connecting with family heritage
Family heritage trips are growing in popularity, particularly among younger generations, according to the report.
Among 25-34-year-olds, 41 per cent are planning journeys to explore their ancestry, driven by motivations to understand their origins (48 per cent), visit ancestral homes (45 per cent) and reconnect with long-lost relatives (29 per cent).
Sustainability
The report revealed that sustainability ‘remains a priority’, with 43 per cent of UK travellers opting for eco-friendly travel alternatives, such as trains or other forms of public transport, over flights.
Additionally, 41 per cent now evaluate the sustainability credentials of their accommodation.
Over a third (36 per cent) of Britons are planning to take more holidays in 2025 compared to 2024
The pursuit of luxury
Luxury travel is evolving, it seems, with high-net-worth individuals ‘placing a premium on exclusive and personalised experiences’.
When quizzed, 84 per cent of this group said they are drawn to emerging destinations ‘but only if five-star accommodations are available’.
Phil Andreopoulos, Chief Sales and Marketing Officer, Marriott International – Europe, Middle East & Africa, said: ‘2025 promises to be a transformative year for UK travellers, blending a thirst for bold exploration, seeking connections to their family heritage, and a desire for value-conscious, thoughtful travel.
‘This consumer research highlights travel enthusiasm across all generations, price points, and markets.
‘We are seeing a desire for travel to broaden horizons and forge connections as travellers seek out more meaningful, culturally immersive experiences while balancing this with sustainability. Whether it’s braving new adventures, reconnecting with ancestral roots, or indulging in five-star escapes, this continuing focus on travel plans and aspirations for next year signals a bright future for the travel industry.’