The travel market is gearing up for growth in 2025. Marriott Bonvoy’s Ticket to Travel 2025 survey, conducted among 21,374 adults across ten markets including Europe, Africa, and the Middle East, and involving over 2,000 participants from Turkey, reveals that 53% of Turkish travelers plan to vacation more in 2025 compared to 2024, with 85% expecting to travel as much or more. Only 11% plan to travel less.
Turkish travelers in the survey plan to take an average of 2.5 domestic trips, 2.2 short-haul trips (four hours or less by flight), and 1.9 long-haul trips in 2025. This indicates that participants intend to go on vacation approximately 6.6 times in total throughout the year, equating to multiple vacations every two months.
Emerging trends
The study also highlights emerging or new travel trends. Particularly notable are ‘Cultural Heritage Vacations’ aimed at exploring a family’s cultural heritage, history, or roots. 47% of participants have previously taken such vacations, and 35% plan to do so in the near future.
The likelihood of undertaking these vacations is highest among the youngest and oldest travelers, with 56% of those aged 25-34, 50% of those aged 55 and over, and 49% of those aged 18-24 experiencing these trips.
The main factors driving this trend include a desire to see where ancestors lived and grew up (52%) and the belief that knowing where one’s family came from and understanding their lives is important (47%).
Another rising trend is ‘adventure vacations,’ which involve being more daring during travel and trying activities not typically experienced at home.
76% of Turkish travelers say they are more adventurous on vacation. The top three activities they engage in while traveling, which they would not dare to try at home, are:
- 51% participate in high-adrenaline activities like zip-lining, skydiving, or jet skiing,
- 45% engage in high climbing,
- 38% try exotic foods.
Strengthening trends
Sustainability and artificial intelligence use, trends that emerged in previous years, will become more prominent in 2025. 86% of participants consider the environmental impacts of their travel plans, with 72% in Europe, the Middle East, and Africa markets also considering these impacts, although only 30% do so consistently.
70% of travelers checked the sustainability credentials of their accommodations during their last vacation, and 40% do so before booking. Turkish travelers are more sensitive to sustainability issues than the 30% average in broader regions.
The use of artificial intelligence in travel planning is rapidly increasing. 53% of participants use AI to help plan or research a vacation. Turkish travelers use AI more than the general rate of 41%.
Young travelers are leading this trend. 64% of Turkish travelers aged 18-24 and 68% of those aged 25-34 have used AI.
What will be important for travelers in 2025?
When it comes to accommodation preferences, excellence in basic features will continue to be crucial. Turkish travelers prioritize cleanliness (97%), price (94%), location (94%), customer service (94%), and dining options (94%).
For 77% of participants, sustainability has become a significant issue in accommodation, while 62% prefer pet-friendly places. 70% highlight the importance of accommodations catering to solo travelers.
Turkish travelers prioritize ‘indulging themselves’ (54%), ‘spending quality time with family and friends’ (49%), and ‘having great food and drink options’ (46%). Additionally, feeling healthier after returning from vacation is important for 44%.
Budget-wise travelers
Despite planning more vacations, participants want to ensure they get the best value for their money on their 2025 trips, regardless of their budget.
The most significant factor driving vacation bookings is ‘getting a special price’ (50%).
38% of Turkish travelers always consider exchange rates when planning vacations, while 5% usually don’t but plan to in 2025.
Vacationing during off-peak months is another popular way to economize, with 77% of participants vacationing or planning to vacation during these times. The main reasons for choosing off-peak vacations among participants in Turkey are less crowding (67%) and better prices (44%).
According to Şafak E. Güvenç, Director of Marriott International Turkey and the Middle East, “The survey results indicate that Turkish travelers are preparing to take multiple vacations every two months. This strong desire for international, regional, and domestic travel is great news for the industry, and we are excited for the upcoming year. The survey also highlights various trends for 2025. Adventure vacations and trips exploring family cultural heritage will be key themes next year. Making well-informed decisions will be crucial for many when booking vacations, regardless of their travel budgets. Additionally, we see widespread use of artificial intelligence in vacation planning, with Turkish travelers leading the way. Sustainability, especially in terms of accommodations, has also become a significant feature for many Turkish travelers.”
