What's Happening?
Marriott Bonvoy's latest research, conducted among over 22,000 travelers across Europe, the Middle East, and Africa (EMEA), reveals significant trends in holiday planning for 2026. The study indicates
that 79% of travelers plan to take more or the same number of holidays compared to 2025. A notable trend identified is 'lux-scaping,' where travelers indulge in luxury experiences at the start or end of their trips. Additionally, 'Passion Pursuits,' where holidays are centered around cultural, musical, or sporting events, are gaining popularity, especially among Gen Z and millennials. The research also highlights the growing use of artificial intelligence in trip planning, with 50% of travelers using AI to plan or research holidays, up from previous years. AI's integration into travel planning is becoming more accepted, with half of the respondents comfortable booking accommodations through AI platforms.
Why It's Important?
The findings from Marriott Bonvoy's research underscore the evolving landscape of travel preferences and planning methods. The increased reliance on AI for holiday planning reflects a broader trend of digital integration in consumer behavior, potentially impacting travel agencies and tech companies that provide AI solutions. The rise of 'lux-scaping' and 'Passion Pursuits' suggests a shift towards more personalized and experience-driven travel, which could influence hospitality and event industries to cater to these preferences. As younger generations drive these trends, businesses may need to adapt their offerings to meet the demand for unique and luxury experiences. The acceptance of AI in booking processes could lead to more streamlined operations and enhanced customer experiences in the travel sector.
What's Next?
As AI continues to gain traction in holiday planning, travel companies may invest more in AI technologies to enhance user experience and streamline booking processes. The hospitality industry might see an increase in demand for luxury accommodations and experiences, prompting hotels and resorts to expand their offerings. Additionally, the focus on 'Passion Pursuits' could lead to more partnerships between travel companies and event organizers to create tailored travel packages. The trend of country hopping may encourage travel agencies to offer multi-country itineraries, especially in regions like Europe where such travel is feasible. Overall, these developments could lead to a more dynamic and personalized travel industry.
Beyond the Headlines
The integration of AI in travel planning raises questions about data privacy and the ethical use of consumer information. As AI platforms become more prevalent, ensuring the security and confidentiality of user data will be crucial. Moreover, the emphasis on luxury and experience-driven travel may highlight socio-economic disparities, as not all travelers can afford such indulgences. The industry may need to address these disparities by offering more inclusive and affordable options. Additionally, the environmental impact of increased travel, especially with trends like country hopping, could prompt discussions on sustainable travel practices.
