Travelers across Europe, the Middle East, and Africa (EMEA) are gearing up for a busy 2026 — and increasingly relying on artificial intelligence to get them there. According to Marriott Bonvoy’s “2026 EMEA Ticket to Travel Report,” four in five travelers (79 percent) plan to take as many or more holidays next year as they did in 2025. The findings, based on responses from more than 22,000 adults across 11 countries, signal continued optimism for the region’s travel sector — with the average traveler planning five holidays, including two domestic trips, two short-haul escapes, and one long-haul journey.
AI Takes Center Stage in Travel Planning
Artificial intelligence has quickly become a go-to tool for trip planning across EMEA. Half of all travelers (50 percent) say they’ve used AI to plan or research a holiday — up from 41 percent last year and just 26 percent two years ago. Younger travelers are leading the charge: 71 percent of those aged 18–24 have used AI for travel, while nearly one in four 25–34-year-olds say they use it “all the time.”
But older generations are catching up — nearly 30 percent of those aged 55–64 now use AI, compared with just 18 percent last year. Trust in the technology is also growing: half of respondents say they would feel comfortable booking accommodation through an AI platform in the future.
“What’s particularly striking is how deeply AI has embedded itself into the travel experience,” said Andrew Watson, chief commercial officer, Marriott International – Europe, Middle East & Africa. “More than half of surveyed travelers in EMEA have already used AI to plan or research holidays, and 50 percent say they’re open to using it to book accommodation in the future.”
“Lux-Scaping” and Passion-Led Travel on the Rise
Among the report’s most distinctive findings is the rise of “lux-scaping” — when travelers treat themselves to a luxurious stay at the beginning or end of a trip. Six in 10 respondents say they’ve done it before, with 22 percent indulging in the past year. The trend is especially popular among younger travelers: 35 percent of 25–34-year-olds and 29 percent of 18–24-year-olds have recently embraced the concept.
Travelers say lux-scaping helps them relax into the holiday mindset (46 percent) or end a trip feeling refreshed (43 percent), while nearly a third say it lets them enjoy luxury at an accessible price point.
Another growing trend: “Passion Pursuits.” Nearly 70 percent of travelers have planned a trip around a personal passion — from concerts to sports events to outdoor adventures. Younger generations are again at the forefront: 82 percent of Gen Z and 77 percent of millennials say they’ve taken a passion-driven holiday in the past year.
“Whether it’s attending a pop concert or following race weekends, people are increasingly building their holidays around passion pursuits,” Watson added. “Music, culture, sport, and seeking a sense of adventure are powerful motivators – and they’re filling hotel rooms.”
Country Hopping and Conscious Choices
More than half of respondents (52 percent) plan to “country hop” — visiting at least two countries per trip — in 2026. The trend is strongest among travelers aged 25–34, where two-thirds say they’ll embrace multi-country itineraries, often by train or road to minimize flights.
Sustainability remains top of mind, too. Nearly three-quarters (73 percent) of travelers consider the environmental impact of their holidays at least some of the time, and one in three (32 percent) researched a property’s sustainability credentials before booking their most recent trip.
When it comes to accommodations, cleanliness (89 percent), price (88 percent), and location (87 percent) remain key decision factors. Yet, travelers increasingly value inclusivity and flexibility — 58 percent say “solo traveler-friendly” lodging is important, and nearly half (47 percent) look for pet-friendly stays.
All-inclusive getaways are also in high demand, topping the list of preferred holiday types (45 percent), ahead of resort stays (33 percent), city breaks (29 percent), and wellness retreats (21 percent).
A Confident Outlook for 2026
“This extensive report on travel sentiment for 2026 is a strong signal of optimism for the travel industry,” said Watson. “Gen Z and millennials are reshaping the travel landscape. Their enthusiasm for exploration, combined with their tech-savvy approach to planning and booking, is driving the evolution of travel in exciting new directions.”
With trends like AI trip-planning, passion-driven travel, and “lux-scaping” shaping the year ahead, the Marriott Bonvoy report underscores how travelers are blending indulgence, intentionality, and innovation — redefining what it means to travel well in 2026.
Source: Marriott
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