South African Travelers to Embrace More Holidays in 2025, Says Marriott Bonvoy Study
SOUTH AFRICAN TRAVELERS PLAN FREQUENT HOLIDAYS IN 2025, EMBRACING ADVENTURE, HERITAGE, AND SUSTAINABILITY.
South African travelers are gearing up for a busy holiday season in 2025, according to Marriott Bonvoy’s Ticket to Travel research. This study surveyed over 21,000 adults across Europe, the Middle East, and Africa, including more than 2,000 South Africans. The findings reveal that more than 60% of South African respondents plan to take more holidays in 2025 compared to 2024, with another 18% maintaining their current travel frequency.
Survey participants anticipate taking an average of 6.5 holidays in 2025. These include 2.7 domestic holidays, two short-haul trips, and 1.8 long-haul journeys. Popular destinations for South African travelers include local hotspots (27%) and international favorites like the USA (11%), Mozambique (10%), France (10%), and Mauritius (10%).
This steady rise in holiday planning reflects a growing preference for experiential travel among South Africans.
Bravecations and Heritage Holidays Define Travel Trends
Two significant trends stand out for 2025: bravecations and heritage holidays.
Bravecations encourage travelers to step outside their comfort zones and embrace bold adventures. The study shows 85% of South Africans feel braver on holiday, with younger travelers leading the charge. Activities like climbing high structures (56%), skydiving or zip-lining (54%), and trying unusual foods (45%) top the list of adventurous pursuits.
Heritage holidays, which involve exploring personal ancestry and family history, are equally popular. Seventy-five percent of South Africans have either taken or plan to take such a trip. Younger travelers, especially those aged 18–34, dominate this trend, motivated by a desire to connect with their roots and see where their ancestors lived.
South Africans Travelers’s Priorities and Preferences for 2025
Travelers prioritize basic needs like cleanliness (97%), location (96%), and excellent customer service (96%) when booking accommodations. Family-oriented holidays dominate, with 46% preferring to travel with their families compared to 36% choosing their partners and 12% opting for friends.
Spending quality time with loved ones remains a top holiday goal for 63% of respondents. Over half (54%) see holidays as a way to treat themselves, while 52% aim to return feeling healthier—a sentiment significantly higher than the EMEA average of 36%.
Sustainability and AI Shape Travel Decisions
Sustainability continues to influence South African travel plans, with 80% of respondents considering the environmental impact of their holidays. A notable 64% check the sustainability credentials of their accommodations before booking, far surpassing the EMEA average of 30%.
The adoption of AI in travel planning is also soaring. Nearly half (48%) of South Africans have used AI tools for holiday research, with younger generations driving this trend. Over 60% of 18–34-year-olds reported using AI to plan trips in the past year, signaling its growing importance.
Savvy Spending Gains Momentum
Despite their enthusiasm for travel, South African travelers remain budget-conscious. Securing special deals (62%) is the main factor influencing bookings. Shoulder-season holidays, taken outside peak periods, are growing in popularity, with 70% considering this option to save money.
Exchange rates also play a role, with 46% always factoring them into holiday plans and 14% planning to do so in 2025 for the first time.
Industry Leaders Weigh In
Dorcas Dlamini Mbele, Area Commercial Director for Marriott International – Sub-Saharan Africa, commented on the findings:
“We’re seeing a shift toward experiences over material possessions among South Africans. Trends like bravecations and heritage holidays highlight a desire for meaningful journeys. The growing use of AI and focus on sustainability enhance this forward-thinking approach. It’s an exciting time for the travel industry, and we look forward to supporting South African travelers s as they explore new adventures locally and abroad.”
