Wanderlust despite uncertainties
Since the 1960s, Germans have been known for their love of travel, seeking sun, culture, and unforgettable experiences in faraway places. As we approach 2025, the desire to explore the world remains strong among Germans. But what will their future travel plans look like? What trends are emerging, and which destinations are in high demand? Let’s take an exciting peek into the travel behavior of Germans in 2025.
The Results of the Marriott Bonvoy Survey
The latest survey conducted by Marriott Bonvoy, the hotel portfolio of over 30 brands of Marriott International, unveils some promising insights. Over 21,000 people from Europe, the Middle East, and Africa were surveyed, and the results are enlightening. More than three quarters of Germans are planning to travel just as often or even more frequently in the upcoming year. On average, they are planning 4.5 vacation trips, including domestic, short-haul, and long-haul journeys. The younger generations, especially those aged 18 to 34, are leading this trend, with over half of them intending to explore new horizons and escape the monotony of daily life through travel.
Top Travel Destinations and Clever Planning
Germans are renowned for their meticulous planning and cost-effective approach to travel. They often secure the best deals well in advance, typically booking their vacations 4.6 months before departure. For 2025, popular destinations include Spain, Germany, Italy, and Greece. Additionally, 79% of Germans prefer traveling during the low season in the upcoming year to enjoy more relaxed conditions and save money. With a wide range of over 9,100 hotels and resorts worldwide, Marriott Bonvoy offers accommodations to suit every travel plan, from budget-friendly options like Courtyard by Marriott to luxurious properties such as The Ritz-Carlton and St. Regis.
Family Time, Nature, and Enjoyment
For Germans, a vacation is more than just a break – it’s an opportunity to unwind, indulge, and reconnect with loved ones. Over half of them value spending quality time with family and friends, while 40% prioritize experiencing nature through activities like hiking and cycling tours. Hotels like The Ritz-Carlton Abama in Tenerife and the JW Marriott Venice Resort & Spa provide the perfect blend of luxury and nature experiences for travelers seeking relaxation and adventure. Moreover, good food and drink are essential components of a fulfilling vacation for 35% of Germans, adding to the overall enjoyment of their travel experience.
Focus on Sustainability
When choosing accommodations, Germans prioritize cleanliness, value for money, and a convenient location. Sustainability is also gaining importance, with 67% of travelers considering the environmental impact of their trips. They prefer hotels that use renewable energy sources and support local communities, reflecting a growing awareness of environmental responsibility among travelers. Marriott International has taken significant steps towards sustainability by implementing various initiatives to reduce its environmental footprint and promote eco-friendly practices across its properties.
Inspiration and Travel Planning
While friends and family remain primary sources of inspiration for vacation trips, social media and AI tools are gaining popularity among travelers. A significant number of travelers already use AI to plan their vacations, highlighting the increasing role of technology in travel decisions. Price remains a crucial factor in booking decisions for nearly half of Germans, while additional incentives like free nights or upgrades are appreciated by 20% of travelers. Good reviews, inclusive excursions, and exclusive experiences offered through programs like Marriott Bonvoy inspire travelers to explore new destinations and indulge in unique experiences.
Luxury Travel with Responsibility
Luxury travel continues to be a trend among affluent Germans, with three-quarters of those earning over €180,000 preferring five-star accommodations and planning multiple international trips in 2025. While comfort and exclusivity are key considerations for luxury travelers, sustainability is also a top priority, with 85% expecting environmentally friendly practices in their hotels. For this demographic, investing in unique travel experiences brings the greatest joy, making luxury brands like The Ritz-Carlton and St. Regis ideal choices for creating unforgettable memories.
On the Trail of Ancestors
A growing trend among Germans is embarking on trips to explore their family history, with a quarter of them having already undertaken such journeys. Younger generations, in particular, are eager to discover their roots and establish connections to their ancestral homelands, fostering a deeper understanding of their cultural heritage. Hotels like the Hotel Verte, Autograph Collection in Warsaw provide an ideal starting point for travelers looking to explore their Polish family roots and delve into their personal history.
Pankaj Birla, Area Vice President Central & Eastern Europe at Marriott International, emphasizes the diverse travel behaviors of Germans in 2025, combining traditional preferences with emerging trends. With a wide array of hotel brands and properties worldwide, Marriott Bonvoy aims to cater to every traveler’s needs, whether they seek budget-friendly options or luxurious experiences. By offering customized and memorable experiences, Marriott International strives to enhance every guest’s journey.
In conclusion, the future of travel for Germans in 2025 promises a mix of traditional travel preferences and new trends, reflecting a dynamic and evolving landscape of travel behavior. As travelers continue to seek unique experiences and meaningful connections, Marriott Bonvoy stands ready to provide a diverse range of accommodations and services to meet their evolving needs and preferences.
