What's Happening?
South African travelers are preparing for an increase in holidays by 2026, with artificial intelligence (AI) playing a significant role in their planning. According to a study by Marriott Bonvoy, which surveyed over 22,000 adults across Europe, the Middle
East, and Africa, including more than 2,000 South Africans, there is a growing trend towards luxurious travel experiences and passion-driven trips. Nearly seven in ten South African travelers plan to take the same number of holidays or more in 2026 compared to 2025, with 49% intending to travel more frequently. The study reveals that South Africans plan to take an average of six holidays in 2026, including domestic, short-haul, and long-haul trips. Popular destinations include South Africa, England, Mauritius, the USA, Mozambique, France, Botswana, Zanzibar, and Italy.
Why It's Important?
The integration of AI in travel planning signifies a shift towards more efficient and personalized holiday experiences. This trend is particularly driven by younger generations, with 66% of Gen Z and 53% of Millennials utilizing AI for trip planning. The rise of 'lux-scaping,' where travelers book luxurious stays at the start or end of a holiday, highlights a growing preference for relaxation and luxury among South Africans. This trend surpasses the EMEA average, with two-thirds of South Africans engaging in lux-scaping. Additionally, passion pursuits centered around personal interests such as music, sports, or adventure are becoming increasingly popular, indicating a shift towards more meaningful travel experiences.
What's Next?
As South African travelers continue to embrace AI and luxury in their holiday plans, the travel industry may see increased demand for AI-driven services and luxury accommodations. Businesses in the travel sector could benefit from adapting to these trends by offering personalized AI solutions and enhancing luxury offerings. Furthermore, the focus on sustainability, with 76% of travelers examining the environmental impact of their holidays, suggests that eco-friendly practices will become more important in attracting South African tourists.
Beyond the Headlines
The emphasis on AI and luxury travel among South Africans reflects broader global trends towards technological integration and high-end experiences. This shift may influence travel policies and industry standards, encouraging more sustainable and innovative practices. The growing importance of passion-driven trips also highlights a cultural shift towards valuing personal fulfillment and experiences over traditional travel norms.
