How South Africans think about travel in 2025

For South Africans, travel is a story about identity, aspiration and the delicate balance between opportunity and limitation. The places people go, the way they prepare and the tools they bring along all reflect broader social and economic realities.

Using data from YouGov Profiles, consumer insights agency KLA provides a lens into how South Africans are thinking about travel: revealing not just how people plan their holidays but also what they believe travel represents in their lives. This shows the interplay of technology, passion, affordability and generational differences shaping travel in South Africa.

The digital travel revolution

One of the clearest insights from the data is the role of technology. Eighty-four percent of South Africans say a phone or tablet improves their travel experience. Generationally, Gen X leads at 88%, millennials follow closely at 87%, and Gen Z comes in at 78%.

This reverses common stereotypes. Younger travellers are often assumed to be the most digitally dependent, yet it’s older South Africans who lean most heavily on mobile devices. For brands, this is a critical insight: Digital platforms must not only be designed with youth in mind, but also optimised for older users who now represent a key market for mobile-first travel solutions.

The message is clear: In South Africa, travel is no longer possible without technology. From booking to navigation, digital confidence is as important as the suitcase itself.

A passion shared, but not equally accessible

Passion for travel runs deep. Seventy-nine percent of South Africans say they’re passionate about it. Millennials stand out at 84%, Gen Z follows at 78%, while Gen X is lower at 74%.

Income divides add another layer. Higher earners show significantly more passion for travel at 87%, while lower earners are at 75%. The difference isn’t about desire, but access. While millennials and Gen X are often more financially established in their careers, Gen Z is still starting out and less able to act on their enthusiasm.

For brands, this gap isn’t the end of the story – it’s an opportunity. Travel providers can build packages that work across the spectrum: low-budget, easier-to-access options that open the world of travel to younger or lower income groups, alongside premium experiences for those with access to more resources.

Planning meets spontaneity

The data paints a picture of how South Africans prepare for their trips. On one hand, three-quarters (76%) say they enjoy researching and planning their holidays, with millennials leading at 80%. Yet, almost at the same time, 39% admit they wait for last-minute deals.

Millennials embody this duality most clearly. They invest effort into forward-thinking research, but are also ready to pivot for a bargain. This reveals something bigger: Affordability underpins spontaneity. Last-minute deals aren’t just about the thrill of surprise; they’re also about stretching budgets.

For travel brands, the challenge is to deliver value for money beyond discounts by offering flexible payment plans, bundled value-adds or adaptable packages that help travellers feel both prepared and cost-conscious.

What defines a great holiday?

When asked what makes a holiday worthwhile, 61% of South Africans say they prefer holidays where activities are organised for them, with millennials more likely to agree at 65%. This suggests comfort with curated experiences that remove the stress of planning on the ground.

At the same time, 46% say they prefer to go off the beaten path. These are travellers who value authenticity, exploration and the discovery of the unknown. Together, these insights show that South Africans want a mix of both: structure where it matters, and freedom when it counts.

Generational divides

The data brings each generation into sharper focus:

• Gen Z emerges as more cautious with money. They’re less likely to commit to package holidays and less interested in traditional deals, preferring independence and flexibility.
• Millennials are the powerhouse travellers of 2025: the most passionate, the most enthusiastic planners, and also the most likely to hunt for last-minute bargains.
• Gen X leans most heavily on digital tools to make travel easier, while also showing a strong preference for immersive, cultural experiences. Their approach reflects a balance between confidence in structure and a desire for deeper engagement with destinations.

For the travel industry, these insights are more than just numbers – they’re a blueprint. South Africans in 2025 are passionate, digital-first travellers who expect travel to be both meaningful and manageable. They blend structure with spontaneity, rely on technology at every stage, and define their experiences through both income and identity.

For brands, the opportunity lies in recognising that travel is not simply about destinations – it’s about empowerment. Success will come to those who design travel that feels personal, accessible and practical: aspirational packages for higher earners, and affordable, flexible options for those navigating tighter budgets.

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