The travel industry is expected to experience significant growth in 2025, as indicated by the findings of Marriott Bonvoy’s 2025 Ticket to Travel research. This study, which involved over 21,000 adults in 10 markets across Europe, Africa, and the Middle East, as well as more than 2,000 travelers in South Africa, reveals a strong intention among South Africans to increase their travel frequency next year.
According to the research, more than 60% of South Africans are planning to take more holidays in 2025 compared to 2024, with 18% maintaining their current travel frequency. On average, surveyed South Africans are planning to embark on 2.7 domestic holidays, two short-haul trips (four-hour flight or less), and 1.8 long-haul vacations in the upcoming year. This totals to 6.5 holidays or trips, equating to more than one every two months. The top travel destinations for South Africans in 2025 include South Africa, the USA, Mozambique, France, and Mauritius.
Emerging trends in travel, such as ‘bravecations’ and ‘heritage holidays,’ are becoming increasingly popular among South African travelers. ‘Bravecations’ involve travelers being more adventurous on holiday, with 85% of South African travelers expressing a willingness to try new activities while traveling. Popular activities include climbing high structures, engaging in high-octane activities like zip-lining and skydiving, and trying unusual foods. Another rising trend is ‘heritage holidays,’ where travelers explore their family’s heritage, history, or ancestry. Seventy-five percent of South Africans have taken or plan to take a heritage holiday soon, with younger generations showing more interest in this trend.
In 2025, sustainability and the use of artificial intelligence (AI) in travel planning are expected to play a more significant role. A large majority of travelers (80%) consider the environmental impact of their travel plans, while nearly half (48%) have used AI to help plan or research a holiday. When it comes to choosing accommodation, cleanliness, location, and customer service remain the top priorities for South African travelers.
Family-oriented travel is preferred by South African travelers, with many choosing to holiday with their family or partner’s family and children. Spending time with friends and family is the top priority for holidays, followed by treating themselves and returning feeling healthier than when they left. Despite planning more holidays, South Africans are conscious of getting the best value for their money, with special prices and shoulder season breaks being popular choices to make holidays more affordable.
Dorcas Dlamini Mbele, Area Commercial Director at Marriott International – Sub-Saharan Africa, acknowledges the shift towards valuing experiences over material possessions among South African travelers. Trends like bravecations, heritage holidays, and a focus on sustainability and AI in travel planning reflect a desire for meaningful and enriching journeys. The travel industry is entering an exciting era, and Marriott International is committed to supporting South Africans as they embark on new adventures and create lasting memories both locally and globally.
