Marriott Bonvoy: i trend dei viaggiatori italiani nel 2025
🏖️ The Marriott Bonvoy study "Ticket to Travel 2025" surveyed 21,374 adults across Europe, Africa, and the Middle East, and over 2,000 travelers in Italy. By 2025, 38% of Italian vacationers plan to take more trips than in 2024, 47% will maintain the same travel frequency, and 65% prefer Europe as their destination, with Italy topping the list at 33%. Key priorities include quality time with family and friends (44%), indulgence (43%), and cultural exploration (39%). Young travelers, especially Gen Z, show a high interest in heritage holidays (33%) and bravecations (59%). Italians book their vacations on average 3.5 months in advance, with 39% within two months of departure. Sustainability concerns are rising, with 75% mindful of their holidays' environmental impact, and 57% likely to forgo flying for environmental reasons. Luxury travelers prefer 5-star hotels, personalized service, and sustainability, with 82% valuing it in high-end accommodation. The study also highlights the trend of traveling to emerging destinations with luxury brands, as 70% would be more likely to visit if a luxury brand is present.
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