The evolution of travel continues to surprise and delight as we delve into what 2025 has in store. According to industry experts, travel trends in 2025 will be shaped by a combination of technology, sustainability, and personal growth. With fresh data from Marriott Bonvoy’s latest survey, we explore the emerging trends shaping how the world’s most discerning travellers will explore in the year ahead.
Embrace your brave side
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Among the most significant travel trends in 2025 is the rise of adventure tourism. The concept of ‘bravecations’ is gaining momentum, with 81 per cent of travellers reporting they’re more adventurous while away from home. This trend sees holidaymakers stepping out of their comfort zones to try adrenaline-pumping activities like skydiving over Palm Jumeirah or swimming with sharks in Cape Town.
The JW Marriott Marquis Dubai stands as a prime example of how luxury properties are adapting to this trend, offering concierge services that arrange desert safaris and other high-octane experiences. For those venturing further afield, Protea Hotel Fire & Ice! in Cape Town positions guests perfectly for abseiling adventures on Table Mountain.
Tracing your roots
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Heritage travel is experiencing unprecedented growth, particularly among the 25-34 age group, with 85 per cent planning trips connected to their ancestry. This surge reflects a deeper desire to understand personal history through immersive cultural experiences.
Hotel Grande Bretagne in Athens leads this movement with curated historical tours, while St. Regis Rome offers personalised luxury and access to Rome’s historic sites. In Scotland, The Glasshouse combines modern luxury with access to local resources, ideal for those exploring their Celtic heritage.
Sustainable luxury takes centre stage
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Sustainability stands out as one of the most influential travel trends in 2025, with luxury properties leading the charge. In the UAE, 87 per cent of travellers now prioritise sustainable practices when choosing their accommodation. This shift has prompted luxury properties to innovate their offerings while maintaining their commitment to excellence.
El Mangroove in Costa Rica showcases sustainable architecture and eco-adventures, while the JW Marriott Maldives Resort & Spa features eco-conscious overwater villas and marine conservation programmes. In Europe, the Zurich Marriott Hotel champions green practices through energy-efficient systems and locally sourced cuisine.
AI enhances the travel experience
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Technology integration emerges as another defining travel trend in 2025. The integration of artificial intelligence in travel planning has reached new heights, with 67 per cent of travellers now utilising AI tools to enhance their journeys. Smart hospitality is becoming increasingly sophisticated at properties like Mesm Tokyo, where digital room controls and smart travel assistants elevate the guest experience.
Marriott’s Renaissance Hotels are piloting an AI-powered virtual concierge service, RENAI, at select properties like The Lindy Renaissance Charleston, Renaissance Dallas at Plano Legacy West, and Renaissance Nashville Downtown, offering guests personalised local recommendations through advanced technology. Moxy NYC Times Square and Bulgari Resort Dubai follow suit with AI concierge services and automated room features.
The rise of solo exploration
Solo travel continues to evolve, with hotels adapting their offerings to cater to independent adventurers by providing tailored experiences such as secure, stylish accommodations, curated social events, personalised city tours, and wellness programmes designed for those exploring the world on their own. Many properties are enhancing solo stays with dedicated concierge services, flexible dining options, and communal spaces that encourage connection while respecting individual privacy.
Renaissance Bali Uluwatu Resort & Spa offers wellness programmes and facilities suitable for solo travellers, while The Ivens in Lisbon provides guided city walks and culinary classes. In Sydney, Pier One provides tailored packages including personalised city tours and dining experiences.
Value-conscious luxury
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The shoulder season is gaining popularity among savvy travellers, with 54 per cent actively seeking optimal value without compromising on luxury experiences. Le Metropolitan in Paris offers chic accommodations at off-peak rates, while The Ritz-Carlton, Rabat provides exclusive seasonal deals. In Hawaii, Wailea Beach Resort entices visitors with special packages during quieter months.
As these travel trends in 2025 demonstrate, the future of luxury travel is becoming more personalised, sustainable, and technologically advanced while remaining deeply connected to human experiences. And, discover all the exciting Marriott hotels opening across the world in 2025.
