PARIS—Europeans anticipate traveling more frequently and spending more on travel in 2025, according to a new research report from Accor, a global leader in hospitality. But the industry faces a pressing need to address sustainability challenges arising from this growth and to help travelers turn good intentions into good choices.
The report, based on research carried out amongst 8,000 travelers from seven European countries, reveals that over half (53 percent) of respondents expect to spend more on travel in 2025 than they did in 2024, compared to just 10 percent who expect a lower travel budget. Travelers in Poland were once again the most confident about their travel spending power in 2025 compared to this year. A total of 65 percent expect an increased budget compared to just 8 percent expecting a decrease, followed by respondents from Germany (62 percent versus 8 percent) and Spain (55 percent versus 12 percent). Fifty-two percent of travelers from the Netherlands and the UK also expect to spend more, while only 12 percent and 10 percent anticipate reducing their spend, respectively.
Overall, the volume of trips Europeans plan to take in 2025 is also on the rise. Eighty-eight percent of travelers say they expect to take at least one overseas leisure trip next year, alongside a significant uptick in international and domestic business trips.
Turning Sustainability Intentions Into Choices
While the survey shows continued optimism from European travelers, it also highlights the need for the travel industry to channel its growth in a sustainable way. Climate change and sustainable options are important to 73 percent of travelers—up from 71 percent in the previous survey—including 25 percent who say these factors are very important (up from 22 percent). Travelers in Italy and Germany are the most serious about green travel, with 81 percent claiming these factors are important, followed by Spain (78 percent), Poland (77 percent), France (75 percent), the Netherlands (67 percent) and the UK (63 percent).
Among the changes people say they will make due to climate concerns, one in five (20 percent) will avoid areas prone to extreme weather conditions. Travelers will also make personal behavioral choices to reduce their negative impacts including taking re-usable bottles (36 percent), taking shorter showers to conserve water (35 percent), choosing locally sourced and/or seasonal produce in restaurants (32 percent), as well as opting for independent businesses in the local destinations (27 percent).
Overtourism
The vast majority of travelers (90 percent) state that issues caused by overtourism will have some impact on where or how they choose to travel in 2025. A third (31 percent) say they will refrain from travelling in peak season to avoid overcrowding. One in four (27 percent) will avoid destinations that suffer from overtourism and more than one in five (22 percent) will deliberately choose lesser-known spots for their travels.
Overcoming Barriers
With cost again representing the single biggest obstacle to consumers making more positive travel choices, 46 percent of respondents say that reducing the premium for sustainable options would make them more likely to revise their decisions. Other factors would include having more sustainable options available (36 percent); greater transparency around the impact of offerings (34 percent); and being rewarded for choosing more sustainable options (31 percent).
Respondents also expressed support for possible governmental actions to encourage greener travel choices, including mirroring Germany’s trial with the reduction of rail fares to cut transport emissions (22 percent); and banning short-haul flights where more sustainable alternatives are available (16 percent), such as the domestic short-haul flight ban seen in France.
Patrick Mendes, CEO, Premium, Midscale & Economy, Accor Europe & North Africa, said: “Our research clearly confirms that travel remains a top priority for Europeans. This continued momentum brings significant opportunities but also challenges. While travelers increasingly show positive intentions, the industry must work harder and faster to convert these into good choices by providing clear, actionable alternatives and transparent information, while reducing the impact of operations and carefully focusing on sustainable growth.”
