While Amadeus, Hilton and Skyscanner gave us a general breakdown of travel behaviour in 2025, Marriott Bonvoy is narrowing in on the Middle East with travel trends expected amongst UAE and Saudi Arabian residents.
Released this week, the 2025 Ticket to Travel report kicks off with what most travel agents already know – that Middle Easterners are planning to travel more this year. Around 54% of travellers from the UAE are planning more holidays in 2025 compared to last year, along with 53% of Saudis.
Both UAE and Saudi travellers plan to go on an average of 2.7 domestic holidays and 2.3 short-or-mid-haul holidays with a four-hour flight or less (aka a trip to somewhere in the Middle East).
Fortunately, the region is already one step ahead of trends, and catering to an expected increase in tourism with new routes, new hotels and even the opening of Saudi’s domestic private aviation market to international operators.
International trips are also on the radar, with travellers from the UAE and Saudi Arabia planning an average of 2.1 long-haul holidays.
What other trends can Travel Agents expect from UAE and Saudi travellers? Read on for more:
The Debbie Downers of travel
For travel agents that like a bit of a challenge, there’s around 10% of people in the UAE and 7% in Saudi Arabia that said they plan on travelling less this year.
Less! Can you believe it?!
Put on your selling hat, because some people will need a little nudge to book their dream getaway.
Exploring family history
Marriott has dubbed this trend as ‘Heritage Holidays’ while Hilton called it ‘Nostalgication’ and Amadeus described it as ‘New Heydays’. Essentially, it’s a holiday that recaptures on childhood and old family experiences.
Marriott’s research found that almost half of those surveyed in the UAE are already booked on a heritage holiday to explore their family history, while the other half say they plan on doing so this year.
In total, eight of 10 people across the UAE and Saudi want to take a heritage holiday this year, and it’s even higher amongst those between 25 and 34 – could this be because it’s the generation growing up displaces from their ancestors and villages? Food for thought.
Deals, Deals, Deals
With the cost of living being so high and it showing no signs of easing off anytime soon, travellers are looking for deals that will take their travel money furthest.
According to the research, travel agents have a good chance of convincing 57% of Saudis and 51% of those from the UAE to book, if they present them with a special price.
Nearly 50% (42% UAE and 49% Saudi) of travellers highlighted exchange rates as a priority over the next 12 months. They’ll likely look to countries such as Egypt where they can get more money with current conversion rates – this could help explain why so many Saudis flocked to Egypt during summer last year.
Choosing the right hotel
While dozens of incredible, high-end hotels come online across the Middle East in 2025, there are three things that UAE and Saudi travellers really want out of their accommodation: cleanliness, good location and great customer service.
In line with the MENA travel industry embracing sustainability, more travellers are also seeking sustainability credentials when choosing the right hotel. Around 79% of travellers from the UAE and 71% from Saudi Arabia said they checked the sustainability ratings of a hotel after staying there, however, only 40% did so before booking.
AI-assisted trips
In line with trends across all industries, artificial intelligence (AI) will play a role in travel over the next 12 months, particularly among the tech-savvy in Saudi Arabia and UAE.
Around 67% of travellers said they have used AI to help plan or research a holiday, well above the EMEA average of 41%. That’s great news for countries such as Saudi Arabia which launched an AI smart guide called ‘SARA’ to assist travellers in researching the destination.
Marriott found that most young people are now using AI as part of the entire travelling planning process, and expects that to continue in 2025.
Stepping outside their comfort zone
A new term to add to Rihlat Travel News’ travel buzzwords glossary is ‘Bravecations’. It’s a trend for 2025 that sees people taking a holiday to step outside their comfort zone.
Around 83% of those from Saudi and 80% from the UAE said they are looking to be more daring over the next 12 months. Among the three things that they’re hoping to tackle are: climbing something new, skydiving and theme parks.
