New research from Marriott Bonvoy across Europe, the Middle East, and Africa (EMEA) reveals that travellers are increasingly embracing artificial intelligence, luxury micro-stays, and passion-led travel as they plan their 2026 holidays.
According to the Marriott Bonvoy 2026 EMEA Ticket to Travel Report, based on a study conducted by Mortar with over 22,000 adults across 11 EMEA markets, four in five (79%) travellers intend to take the same number or more holidays in 2026 compared to 2025 — signalling continued strength in the region’s travel sector. The average EMEA traveller plans five holidays next year: two domestic trips, two short-haul breaks, and one long-haul adventure.
AI Becomes Central to Trip Planning
AI is increasingly shaping how travellers plan their journeys. Half (50%) of respondents have used AI to plan or research a trip — a steep rise from 41% in 2024 and 26% in 2023. One in seven (14%) now use AI “all the time” for travel planning, with usage highest among 18–24 year-olds (71%).
Confidence in AI is also growing — half of all travellers say they would feel comfortable booking accommodation through an AI platform, while only 18% remain hesitant.
‘Lux-Scaping’: Luxury in Small Doses
A standout trend for 2026 is “lux-scaping” — booking a short luxury stay, such as a spa or hotel experience, at the start or end of a trip.
Nearly six in ten (59%) travellers have tried this, and 22% have done so in the past year. The trend is strongest among 25–34 year-olds (35%) and 18–24 year-olds (29%), who view it as a way to indulge without overspending.
Travellers cite benefits such as helping them “relax into holiday mode” (46%), “return home refreshed” (43%), and “access a level of luxury they couldn’t afford for a full trip” (29%).
Rise of the ‘Passion Pursuits’ Traveller
Another defining movement for 2026 is “passion pursuits” — travel inspired by personal interests like music, culture, and sport.
68% of EMEA travellers have taken such trips before, and a third do so at least once a year. Nearly half travel for music or cultural events (48%), closely followed by sporting occasions (47%) and adventure experiences (39%).
Gen Z (82%) and millennials (77%) lead this growing segment, often planning their travel calendar around concerts, festivals, and sporting weekends.
Country Hopping Gains Momentum
Country hopping — visiting multiple countries within one trip — is set to surge, with 52% of travellers planning to do so in 2026. The trend is most popular among 25–34 year-olds (66%), reflecting a desire for richer, multi-destination experiences across Europe and beyond.
What Travellers Value Most
Cleanliness (89%), price (88%), and location (87%) remain top accommodation priorities. However, flexibility and inclusivity are rising in importance, with 58% wanting solo-traveller-friendly options and 47% valuing pet-friendly stays.
All-inclusive experiences top the wishlist for 2026 (45%), followed by resort stays (33%), city breaks (29%), and wellness retreats (21%).
Sustainability also remains key: 73% of travellers consider the environmental impact of their holidays, and 32% checked sustainability credentials before their last booking.
Emerging Destinations
Marriott Bonvoy’s booking data highlights Oslo (Norway), Algiers (Algeria), Muscat (Oman), Split and Zagreb (Croatia), and Copenhagen (Denmark) as trending destinations for 2026.
Executive Commentary
“This extensive report on travel sentiment for 2026 — based on insights from over 22,000 consumers — signals strong optimism for the industry,” said Andrew Watson, Chief Commercial Officer, Marriott International – Europe, Middle East & Africa.
“AI is now deeply embedded in the travel experience, helping travellers plan and even book with confidence. ‘Lux-scaping’ represents a smart, budget-conscious approach to indulgence, while passion-led travel is driving bookings around music, culture, and sport.
“Country hopping, particularly across Europe, is another exciting trend, fuelled by Gen Z and millennials who value exploration and convenience. Their enthusiasm and tech-driven approach are reshaping the future of travel in dynamic ways.”
For the full Marriott Bonvoy 2026 EMEA Ticket to Travel Report, visit https://marriott.pressarea.com.
