Since the 1960s, Germans have been drawn to faraway places in search of sun, culture and unforgettable moments. This desire to travel will remain unbroken in 2025. But what will Germans' travel plans look like in the near future? What trends are emerging and which destinations are in high demand? An exciting outlook on the travel behavior of Germans in 2025.

The St. Regis La Bahia Blanca Resort, Tamuda Bay in Morocco awakens wanderlust. © Marriott International

Wanderlust despite uncertainties

The results of the latest survey by Marriott Bonvoy, the hotel portfolio of over 30 brands of Marriott InternationalThe results are revealing: over 21,000 people from Europe, the Middle East and Africa were surveyed and the results are promising. Over three quarters of Germans plan to travel just as often or more often in the coming year. On average, 4.5 vacation trips are planned - of which 1.8 are domestic trips, 1.6 short-haul and 1.1 long-haul trips. The younger generations in particular are driving this trend: More than half of 18 to 34-year-olds are planning to travel more in the next year, apparently determined to discover new horizons and escape the daily grind by traveling.

Results of the Marriott Bonvoy survey on the travel behavior of Germans in 2025 © Marriott International

Top travel destinations and clever planning

Germans are known for their love of planning and their sense of cost efficiency. They often secure the best deals well in advance, booking their vacations a full 4.6 months before departure on average. For 2025, Spain (27%), Germany (23%), Italy (19%) and Greece (14%) are on the list of top travel destinations. In addition, 79 % prefer the low season in the coming year, not only to benefit financially, but also to enjoy more relaxed travel conditions - with less crowded sights and ideal weather. With over 9,100 hotels and resorts worldwide, Marriott Bonvoy offers the perfect accommodation for every travel plan - from budget options such as Courtyard by Marriott, Residence Inn and Moxy to premium hotels from the well-known Sheraton, Marriott and Westin brands, as well as luxury properties such as The Ritz-Carlton, St. Regis and W Hotels.

The Munich Marriott Hotel City West, which opened last year, is ideal for a city break. © Marriott International

Family time, nature and enjoyment

For Germans, a vacation is more than just relaxation - it is an escape from everyday life, a time to relax and enjoy. 59 % simply want to be pampered, while 54 % value spending time with family and friends. Experiencing nature, such as hiking and cycling tours, is particularly important for 40 %. Hotels such as The Ritz-Carlton Abama in Tenerife or the JW Marriott Venice Resort & Spa on the island of Isola delle Rose off the coast of Venice offer precisely this mix of luxury and nature experiences. And good food and drink is also important for more than a third of those surveyed: for 35 %, it is one of the greatest pleasures of a vacation.

The JW Marriott Venice Resort & Spa offers its guests a unique nature experience on the private island of Isola delle Rose. © Marriott International

Focus on sustainability

When choosing accommodation, Germans attach great importance to cleanliness, value for money and a good location. Sustainability is becoming increasingly important: 67 % consider the environmental impact of their travel and prefer hotels that use renewable energy and support local communities. This shift shows that environmental awareness and responsibility have become an integral part of many travelers' choices - they want to minimize their environmental footprint while enjoying authentic experiences. Marriott International has launched a comprehensive sustainability program and various initiatives to minimize its environmental impact and promote sustainable practices. The completely renovated Courtyard by Marriott Berlin-Mitte and the newly built Geneva Marriott Hotel with its advanced heating and cooling system, smart windows and waste management are just two successful examples from the portfolio.

Completely renovated with a special focus on sustainability: the Courtyard by Marriott Berlin-Mitte © Marriott International

Inspiration and travel planning

Friends and family remain the best sources of inspiration for vacation trips (54 %), but social media (33 %) and AI tools are also gaining in importance. 26 % already use AI to plan their vacation. Price plays the decisive role when booking (49 %), 20 % appreciate additional incentives such as a free night or an upgrade. Good reviews and excursions included in the price also influence the choice. The travel and bonus program of Marriott International, Marriott Bonvoyinspires members with special offers and discounts that make it easier to discover new destinations, as well as exclusive experiences such as concerts and sporting events that can be redeemed with accumulated points. Free nights at over 30 hotel brands worldwide make it possible to try out different destinations. The Marriott Bonvoy app also offers personalized recommendations and helps with travel planning. These benefits not only make traveling more affordable, but also more inspiring.

The Marriott Bonvoy app supports travel planning and provides inspiration. © Marriott International

Luxury travel with responsibility

Luxury travel remains a trend among Germany's wealthy. Three quarters of those with a household income of over 180,000 euros prefer five-star hotels and are planning an average of 4.8 international trips in 2025. These guests value comfort and exclusivity, but also attach great importance to sustainability: 85 % expect environmentally friendly measures in their hotels. For 62 %, travel is the top priority in their non-essential spending - a clear sign that for this target group, investing in unique experiences means the greatest happiness. Marriott Bonvoy meets these expectations with its luxury brands such as The Ritz-Carlton, St. Regis, The Luxury Collection and W Hotels, which not only offer comfort and exclusivity, but also provide unforgettable experiences.

A symbol of luxury travel and elegance for over 150 years: the Hotel Imperial, a Luxury Collection Hotel, Vienna. © Matthew Shaw/Marriott International

On the trail of the ancestors

An interesting trend can be seen in trips that serve to explore one's own family history. Already 25 % of Germans have undertaken such a trip, and 21 % are planning to do so in the near future. The younger generations in particular are fascinated by discovering the homeland of their ancestors and creating a connection to their own history. These personal experiences go far beyond ordinary vacation trips. It is about the opportunity to understand cultural and historical roots and strengthen a sense of belonging.

The Hotel Verte, Autograph Collection in Warsaw is an ideal starting point for a trip to the Polish family roots. © Marriott International

Pankaj Birla, Area Vice President Central & Eastern Europe at Marriott International, emphasizes: "The travel behavior of Germans in 2025 shows an exciting mix of traditional preferences and new trends. With Marriott Bonvoy, we offer a variety of over 30 hotel brands and more than 9,100 hotels worldwide - perfect for every traveler, whether price-conscious or luxury-oriented. Our goal is to provide each guest with a customized and memorable experience."

The study was conducted by Mortar Research on behalf of Marriott Bonvoy and surveyed a total of 2,024 adults in Germany between September 6 and 16, 2024. It is nationally representative and part of a wider study that includes 21,374 adults in Germany, the United Kingdom, France, Spain, Italy, Poland, Turkey, Saudi Arabia, the United Arab Emirates and South Africa. The results of the overall study are here. to read.

In addition, a survey on luxury travel behavior was conducted among 251 adults in Germany with a household income of at least EUR 180,000 between September 13 and 19, 2024. Nationally representative and part of a larger survey of 1,792 wealthy adults in the above-mentioned countries.