Savvy Spending, Brave-cations and Family Heritage Trips on the Rise for British Holidaymakers
In 2025, UK travellers are set to redefine their holiday experiences through bold adventures, deeper cultural connections, and smarter spending.Marriott Bonvoy’s latest ‘Ticket to Travel’ research conducted amongst 21,374 adults in ten markets across Europe, Africa and the Middle East, including more than 2,000 travellers in UK, reveals that holidaymakers are focused on value-driven travel, heritage exploration, and exclusive luxury journeys that leave a lasting impact.
Value-Driven Travel Takes Centre Stage
With 36% of UK travellers planning to take more holidays in 2025 compared to 2024 and another 41% expecting to maintain their current travel levels, the appetite for exploration remains strong. Younger travellers, particularly those aged 25-34, lead this trend with 55% aiming to travel more.
While enthusiasm for travel remains high, UK holidaymakers are increasingly mindful of value. Seventy-seven percent are opting for off-peak bookings to stretch their budgets, and many are exploring ‘shoulder months’—the two to three months surrounding peak seasons—to secure better value (74%), experience fewer crowds (55%), and enjoy cooler weather (21%).
Additionally, currency exchange rates are an important consideration for 23% of travellers, with another 26% planning to pay closer attention to this factor in 2025.
Brave-cations: Seeking Bold Adventures
‘Brave-cations’ are shaping how UK travellers experience holidays, with 62% reporting increased courage when on holiday—a figure rising to 82% among 25-34-year-olds. Travellers are embracing bold pursuits, including tasting exotic foods (47%), engaging in adrenaline-filled activities like zip-lining (27%), climbing to scenic viewpoints (40%), and connecting with locals through conversations (35%).
Roots Tourism: Connecting with Family Heritage
Family heritage trips are growing in popularity, particularly among younger generations. Among 25-34-year-olds, 41% are planning journeys to explore their ancestry, driven by motivations to understand their origins (48%), visit ancestral homes (45%) and reconnect with long-lost relatives (29%). This trend highlights a growing demand for culturally rich, meaningful travel experiences that connect individuals with their roots.
Sustainability and Tech-Savvy Planning
Sustainability remains a priority, with 43% of UK travellers opting for eco-friendly travel alternatives, such as trains or other forms of public transport, over flights. Additionally, 41% now evaluate the sustainability credentials of their accommodation.
The role of technology in travel planning is expanding as well; 30% of travellers are using AI-powered tools to organise their holidays, a significant increase from 19% in 2024. Younger demographics are driving this digital transformation, reflecting the growing importance of tech-enabled convenience.
The Pursuit of Luxury: HNWIs Seek Exclusive, Personalised yet Discrete Experiences
Luxury* travel is evolving, with high-net-worth individuals (HNWIs) placing a premium on exclusive and personalised experiences. 84% are drawn to emerging destinations but only if five-star accommodations are available.
Privacy and exclusivity are paramount, with 42% favouring discreet service, and 57% seeking unique, once-in-a-lifetime experiences such as VIP concerts, private tours, and yacht charters.
Three-quarters of HNWIs regularly book five-star stays, emphasising personalised services such as tailored gifts and bespoke itineraries. Additionally, the UK luxury segment reveals a continued interest in food and drink and wellness experiences, with 51% enjoying high-end gastronomic experiences, 43% seeking private spa services and unique treatments, and 52% desiring engagement with the natural environment during their stays.
Sustainability remains integral, with 93% of luxury travellers highlighting the importance of responsible practices, such as locally sourced dining, engagement with local communities. and hotels operating on renewable energy.
Phil Andreopoulos, Chief Sales & Marketing Officer, Marriott International – Europe, Middle East & Africa, says: “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.”