South African Travelers Set to Embrace More Holidays in 2025
A recent study involving over 2,000 South African travelers indicates that more than 60% plan to take additional holidays in 2025. The research highlights emerging travel trends, including the rise of "bravecations" and heritage holidays, as well as a growing emphasis on value and sustainability in travel planning. According to Marriott Bonvoy’s 2025 Ticket to Travel research, which surveyed 21,374 adults across Europe, Africa, and the Middle East, South Africans are gearing up for an average of 2.7 domestic trips, two short-haul vacations (within a four-hour flight), and 1.8 long-haul journeys in 2025. This totals approximately 6.5 trips, averaging more than one every two months. The most popular destinations among those planning holidays include South Africa (27%), the USA (11%), Mozambique (10%), France (10%), and Mauritius (10%).
Emerging Travel Trends
The study identifies several key trends in travel. One significant trend is "bravecations," where travelers seek out adventurous experiences that they might not typically try at home. An impressive 85% of South African respondents reported feeling more adventurous while on holiday, the highest percentage among all surveyed markets. This trend is particularly pronounced among younger travelers, with 87% of those aged 18–24 and 91% of those aged 25–34 eager to engage in new activities. Popular adventurous pursuits include climbing tall structures (56%), participating in thrilling activities like zip-lining and skydiving (54%), and sampling exotic foods (45%). Another notable trend is the rise of "heritage holidays," where travelers explore their family history and ancestry. Seventy-five percent of South Africans have either taken or plan to take a heritage holiday soon, with younger generations leading the way—77% of 18–24-year-olds and 88% of 25–34-year-olds have engaged in or intend to engage in such travel, compared to just 42% of those aged 65 and older. Key motivations for these trips include a desire to understand family origins (64%) and to visit ancestral homes (53%).
Sustainability and AI in Travel Planning
Sustainability considerations and the use of artificial intelligence (AI) in travel planning are expected to gain even more traction in 2025. Eighty percent of travelers are mindful of the environmental impact of their travel choices, surpassing the EMEA average of 72%. Nearly 79% checked the sustainability credentials of their accommodations during their last trip, with 64% doing so prior to booking, significantly higher than the EMEA average of 30%. The adoption of AI in travel planning is also on the rise, with nearly half (48%) of South African travelers utilizing AI tools for holiday planning, exceeding the EMEA average of 41%. This trend is particularly strong among younger demographics, with 57% of 18–24-year-olds and 63% of 25–34-year-olds having used AI in the past year, indicating its growing acceptance among younger South Africans.
Travel Preferences for 2025
When selecting accommodations for their trips in 2025, South African travelers prioritize the "brilliant basics," with cleanliness (97%), location (96%), and customer service (96%) being the top factors. Family-oriented travel is also a significant preference, with 46% of respondents favoring holidays with family or their partner’s family and children, compared to 36% who prefer traveling with just their partner or spouse, and 12% with friends. Only 5% indicated a preference for solo travel. Additionally, spending quality time with friends and family (63%) is the primary motivation for holidays, followed by personal indulgence (54%). Over half (52%) of travelers expressed the importance of returning from their trips feeling healthier, a figure notably higher than the EMEA average of 36%.
Value-Conscious Travelers
Despite their plans for more holidays, South Africans are increasingly focused on getting the best value for their money. The primary incentive for booking a holiday is the availability of special pricing (62%). Many travelers are also considering shoulder season trips—vacations taken during the months surrounding peak season—as a way to save money, with 70% having done so or considering it, primarily for better value (56%). Additionally, 46% of South African travelers consistently take exchange rates into account when planning their trips, while 14% indicated they typically do not but will start doing so in 2025. Dorcas Dlamini Mbele, Area Commercial Director for Marriott International in Sub-Saharan Africa, commented, “We are witnessing a significant shift among South African travelers towards valuing experiences over material possessions. Trends like bravecations and heritage holidays reflect a desire for meaningful journeys. The integration of AI in travel planning and a strong focus on sustainability further enhance this forward-thinking approach. It’s an exciting time for the travel industry, and we are eager to support South Africans as they embark on new adventures and create lasting memories both locally and globally.”
