Despite inflation, war, and the occasional existential dread of scrolling through one’s newsfeed, travellers across Europe, the Middle East and Africa (EMEA) are in no mood to stay home. In fact, according to new research by Marriott Bonvoy, they’re positively itching to pack their bags and algorithms.
The global hospitality giant’s latest “Ticket to Travel Report” is a window into what the modern holidaymaker looks like heading into 2026: part traditionalist, part technophile, part pleasure-seeker, and very much unwilling to let a good getaway slip by.
Conducted by Mortar across 11 key markets, the study surveyed more than 22,000 adults, unearthing a sentiment that can only be described as cheerful defiance. Four in five (79%) respondents plan to take the same number or more holidays in 2026 as in 2025. Among them, 39% say they’ll travel even more.
For those keeping score, the average traveller plans five trips next year: two within their borders, two short-haul jaunts, and one long-haul adventure. That, if nothing else, signals a rebound that’s not just holding but thriving.
And as ever, when the world starts travelling again, the business world follows close behind.
Algorithms with passports
Perhaps the most striking finding from the Marriott report is the sheer normalisation of artificial intelligence in travel planning. Once viewed as a niche tool for the digitally fearless, AI is now as common as a boarding pass.
Half of all travellers (50%) surveyed say they’ve used AI to plan or research a holiday, a sharp rise from 41% last year and just 26% the year before. Among 18 to 24-year-olds, that figure shoots up to 71%.
If that surprises you, it shouldn’t. Generation Z doesn’t regard AI as a machine; they regard it as an assistant — the kind that doesn’t charge commission or forget your luggage preferences.
Even the older crowd is warming to it. Nearly three in ten (29%) of those aged 55-64 say they’ve used AI for trip planning, up from 18% a year ago. Perhaps it’s curiosity, convenience, or the delight of discovering that a chatbot won’t ask where to stop for lunch.
Andrew Watson, Chief Commercial Officer at Marriott International EMEA, put it plainly:
“What’s particularly striking is how deeply AI has embedded itself into the travel experience. More than half of surveyed travellers in EMEA have already used AI to plan or research holidays, and 50% say they’re open to using it to book accommodation in the future.”
That last point should make hoteliers sit up straighter. Booking trends have swung between travel agents, online portals, and direct websites for decades. AI platforms quietly join the travel agency ranks, offering customised itineraries in seconds.
Fifty per cent of travellers say they’d feel “comfortable” letting AI book their accommodation; only 18% say the idea makes them uneasy.
In other words, if your booking system isn’t talking to the machines yet, it soon will be, or it risks being left off the itinerary entirely.
Lux-scaping: indulgence by design
The report also coins a new term destined to appear in travel brochures: “lux-scaping.”
Consider it as indulging in a planned booking of a few luxurious days at a high-end hotel or spa before or after a holiday. It’s the traveller’s equivalent of having dessert before dinner: a little slice of extravagance before returning to reality.
Nearly six in ten (59%) travellers in the study say they’ve lux-scaped before, while 22% have done so in the past year. Among 25- to 34-year-olds, that figure climbs to 35%.
Why? Nearly half (46%) say it helps them “get into the holiday mindset,” while 43% say ending a trip with a luxury stay leaves them “refreshed.” A further 29% admit it’s the only way to enjoy a luxury they couldn’t afford for longer.
It’s smart budgeting with style. Instead of splurging on an entire week at a resort, travellers are tucking in a short high-end stay around more modest plans, a strategy that allows them to dip into the good life without diving headlong into debt.
Hotels, naturally, are paying attention. Marriott’s booking data points to rising demand for destinations like Oslo, Muscat, Split and Copenhagen, all cities with that sweet balance of sophistication and accessibility.
And if you thought this trend was confined to millennials, think again. The appeal of a three-night luxury wind-down before the return flight seems to transcend generations. After all, who doesn’t want to fly home well-rested and slightly smug?
Passion pursuits: holidays with heart
Travel, in 2026, isn’t just about “getting away.” It’s about going somewhere for something.
Marriott’s research calls these trips “passion pursuits,” built around a specific interest, music, sport, culture, or adventure. Almost seven in ten travellers (68%) have done this before, and a third do it at least once a year.
Concerts, festivals, and race weekends are all becoming anchors for travel plans. Nearly half (48%) say they’ve travelled for a music or cultural event, while 47% have journeyed to watch or play sport. Even safari-style adventure trips are gaining traction, with 39% of respondents listing exploration as their primary motive.
Younger generations are leading the charge: 82% of Gen Z travellers have taken a passion-based trip, compared to 77% of millennials and 63% of Gen X.
Watson describes it neatly:
“Whether it’s attending a pop concert or following race weekends, people are increasingly building their holidays around passion pursuits. Music, culture, sport, and seeking a sense of adventure are powerful motivators — and they’re filling hotel rooms.”
It’s a trend that should warm the hearts of event organisers and destination marketers alike. When your guests come to see and feel the city, loyalty follows.
Country-hopping, solo-staying and going green
Other notable findings reflect just how fluid travel has become. Country-hopping, visiting at least two nations in one trip, is on the rise, with 52% of respondents saying they “probably or definitely” plan to do so in 2026. Among 25- to 34-year-olds, it’s a full two-thirds.
Accommodation expectations are shifting, too. Cleanliness (89%), price (88%) and location (87%) remain vital, but now travellers want more nuance: 58% want solo-friendly stays, and 47% want the option to bring their pets.
And lest anyone think sustainability is slipping down the list, think again. Nearly three-quarters of travellers (73%) say they consider their trip’s environmental impact at least some of the time. A respectable 32% researched their accommodation’s sustainability before booking.
Then there’s the matter of indulgence: 45% of respondents say they’ll take an all-inclusive holiday next year, overtaking resort stays (33%), city breaks (29%), and wellness retreats (21%).
In short, travellers still crave comfort but want it on their terms.
What it all means
Marriott’s report offers reassurance and challenge for anyone in the travel business, from hoteliers to airlines to tourism boards.
Reassurance, because the appetite for travel hasn’t waned. Challenge, because the modern traveller is no longer content with “standard.” They want smart luxury, emotional connection, and ethical comfort.
The travel agent of tomorrow might be an algorithm, but it will need a personality.
For hoteliers
Lux-scaping presents a profitable sweet spot: short, high-margin stays aimed at travellers seeking one or two days of indulgence before or after their main trip. Marketing those stays as “transitional retreats” or “jet-lag recoveries” could turn what was once idle room inventory into premium turnover.
For destinations
Passion-pursuit tourism offers a golden opportunity to anchor festivals, cultural events and sports calendars within broader travel campaigns. When travellers come for a reason, they often stay for more.
For everyone else
Keep sustainability visible and flexibility standard. Solo travellers, pet owners, and eco-conscious consumers are no longer side niches; they’re the mainstream middle.
A traditionalist’s take
If all this sounds like a brave new world, it is, but it’s also an ancient story dressed in digital clothing.
People have always chased comfort, curiosity and connection. AI hasn’t changed that; it’s streamlined the packing list. The luxury stay at the start of a trip? That’s just the modern equivalent of taking the Orient Express to Paris before a month of hiking.
And passion pursuits? Once upon a time, we called that “following the circus,” “the pilgrimage,” or “the cricket tour.” Human nature, it turns out, is remarkably consistent; the apps are new.
As the travel industry sails toward 2026, it does so with its compass reset. Travellers are still dreaming, spending, and yearning for stories to tell. The only difference now is that, more often than not, the storyteller begins with a search bar.
By Sandra Jones – (c) 2025
About the Author
Sandra has spent much of her working life untangling the world for others, one itinerary, one dream, one frazzled traveller at a time. With years spent in some of Australia’s best-known travel agencies, she’s the calm voice on the line when flights go missing, luggage takes its own holiday, or someone decides to “see Europe properly” in nine days.
A qualified travel consultant with a knack for making sense of chaos, Sandra fine-tuned her skills through a specialised advisory course, the sort that teaches both knowledge and patience in equal measure. But the storyteller in her was never far away. A later foray into writing gave her the perfect excuse to blend that industry wisdom with her gift for words.
Now, through Global Travel Media, Sandra shares the small truths of travel, its frustrations, laughter, and quiet moments that make every journey worth the fuss.
