Travel is never just about movement. For South Africans, it 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. New 2025 data from YouGov Profiles 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 is not about vague trends. It is about hard numbers that show the interplay of technology, passion, affordability, and generational differences shaping the future of travel in South Africa.
The Digital Travel Revolution
One of the clearest insights from the data is the role of technology. According to YouGov Profiles (2025 — KLA), 84% 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 is a reversal of stereotypes. Younger travellers are often assumed to be the most digitally dependent, yet it is 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 the 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. YouGov Profiles (2025 — KLA) reports that 79% of South Africans say they are passionate about it. Millennials stand out at 84%, Gen Z follows at 78%, while Gen X is lower at 73%.
Income divides add another layer. Higher earners show significantly more passion for travel at 87%, while lower earners are at 75% (YouGov Profiles, 2025 — KLA). The difference is not 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 is not 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 more resources.
Planning Meets Spontaneity
The data paints a fascinating 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% (YouGov Profiles, 2025 — KLA). Yet almost at the same time, 39% admit they wait for last-minute deals.
Millennials embody this duality most clearly. They put 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% (YouGov Profiles, 2025 — KLA). 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: Three Stories of Travel
The YouGov Profiles (2025 — KLA) data brings each generation into sharper focus:
- Gen Z emerges as more cautious with money. They are 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 lean 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.
The Takeaway
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.
Three priorities stand out:
- Mobile-first solutions are essential across all age groups, not just among the youth.
- Affordability drives behaviour — passion for travel is widespread, but access depends on income.
- Flexibility matters — customers want planning and spontaneity in equal measure.
For brands, the opportunity lies in recognising that travel is not simply about destinations — it is 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.
Methodology
YouGov Profiles is a segmentation and media planning tool. With data collected daily, it provides a comprehensive view of consumers’ worlds.
Dataset: 2025-05-25
Population: South African adults with access to the internet, aged 18+
Sample sizes:
South African nationally representative population n~1685, Gen Z: (18-27 years) n~563; Millennials: (28-44 years) n~783; Generation X (45-60 years) n~259; Lower income earners: n~548; Middle income earners: n~534; Higher income earners: n~299
