Youth Travel: In Search of Their Roots with Marriott Bonvoy

The appeal for *identity travel* is growing significantly among younger generations. *A quest for ancestral roots* is transforming into an unprecedented tourism trend, revealed by a thorough study from Marriott Bonvoy. The virtues of this approach lie in the rediscovery of often-overlooked family history, as well as the cultural enrichment it generates. This dynamic reflects a deep aspiration to understand *the meaning of one’s origins*, all in favor of authentic experiences. The confluence of sustainability and the search for personal enrichment is drawing these youths to iconic destinations.

Highlights
Growing trend	Young people are increasingly interested in heritage travel to trace their roots.
Identity search	The desire to understand one’s origins and family history motivates this quest.
Revealing statistics	41% of 18-24 year olds are considering taking a heritage holiday.
Commitment to sustainability	55% of young people consider sustainability an essential criterion when choosing accommodations.
Bold experiences	Bravecations are gaining popularity, favoring unique and engaging experiences.
Upcoming developments	Establishments like The Lake Como EDITION and The Palace, a Luxury Collection Hotel are aligning with these new expectations.

The growing appeal of travel to rediscover one’s roots #

Heritage holidays are becoming increasingly popular among young travelers. This quest for meaning manifests itself through journeys to family origin regions, allowing individuals to reconnect with a past often unknown. The search for ancestors takes on an informative and emotional dimension, going beyond a mere trip. It becomes an opportunity to delve into a rewarding personal history.

The motivations behind this trend #

Young adults are increasingly feeling the need to understand their identity through their heritage. Taking vacations to explore one’s heritage meets deep-rooted desires, such as wanting to “know where one’s family comes from and understand what their life was like.” This approach also serves as a means to establish a connection with symbolic places where their ancestors lived.

A study by Marriott Bonvoy reveals that 41% of 18-24 year olds and 36% of 25-34 year olds are considering vacations dedicated to exploring their family history. This growing phenomenon highlights the desire for authenticity and cultural connection, often overlooked in so-called traditional travel.

A desire to travel more often while preserving values #

This trend coincides with a willingness to increase travel frequency. Statistics indicate that a large majority of consumers wish to take as many, if not more, vacations in 2025. The search for authentic experiences, both enriching and diverse, fuels this thirst for discovery.

Young travelers also show a growing concern for value for money and the environmental impact of their travels. The cleanliness of establishments, their strategic location, and sustainability are fundamental criteria for 55% of respondents. This increasing sensitivity to ecology reflects a new collective consciousness.

The evolution of bold stays #

Alongside heritage holidays, bravecations are emerging as a captivating trend. These bold stays encourage travelers to try unprecedented experiences, whether through culinary discoveries or interactions with locals. The willingness to step out of one’s comfort zone enriches this identity quest and places the user at the heart of the experience.

Marriott: anticipating travelers’ new aspirations #

To respond to current market inclinations, Marriott plans to open several strategic establishments in 2025. These new venues aim to offer an experience that combines luxury, comfort, and cultural immersion. The hotel The Lake Como EDITION is set on the beautiful shores of Lake Como, promising a combination of Italian refinement and history. With its 145 rooms and panoramic restaurants, this establishment perfectly illustrates the convergence between luxury and heritage.

A continuous exploration of roots within hospitality #

The Palace, a Luxury Collection Hotel in Madrid is another fascinating example. Renovated to blend historical heritage with modern amenities, this establishment promises to be an ideal place for travelers curious about their roots. Embodying a new era for the former Westin Palace, it is located in a UNESCO World Heritage site, conducive to enriching cultural immersion.

The Taghazout Bay Marriott Resort in Morocco will also appeal to those seeking change. With its 250 rooms and direct beach access, this resort offers a contemporary aesthetic integrated into the surrounding nature. Offering a diverse culinary selection, this place will become a must-visit for travelers eager to combine relaxation and cultural discoveries.

Conclusion of this new era of travel #

The planned openings by Marriott reflect a strong commitment to the wishes of new consumers: to experience authentic moments while undertaking an introspective journey. This dynamic quest for roots offers young people an invaluable opportunity to learn about themselves while following in their ancestors’ footsteps. The travels of yesterday and today intertwine, providing young travelers with the chance to rediscover their identity in a constantly evolving world.