What's Happening?
Marriott Bonvoy has released a comprehensive report detailing travel trends for 2026, based on research involving over 22,000 travelers across Europe, the Middle East, and Africa (EMEA). The report highlights a significant increase in the use of artificial
intelligence (AI) for holiday planning, with 50% of travelers having used AI to plan or research a holiday. This marks a notable rise from previous years. The study also identifies 'lux-scaping' as a growing trend, where travelers indulge in luxury experiences at the start or end of their trips. Additionally, 'passion pursuits,' where holidays are centered around personal interests such as music, culture, or sports, are gaining popularity, especially among Gen Z and millennials. The report also notes an increase in 'country hopping,' where travelers visit multiple countries in one trip.
Why It's Important?
The findings from Marriott Bonvoy's research underscore the evolving landscape of the travel industry, driven by technological advancements and changing consumer preferences. The increased reliance on AI for travel planning reflects a broader trend of digital integration in everyday life, potentially reshaping how travel services are marketed and delivered. The rise of 'lux-scaping' and 'passion pursuits' indicates a shift towards more personalized and experience-driven travel, which could influence how travel companies design their offerings. These trends suggest that younger generations are leading the charge in redefining travel priorities, focusing on unique experiences and leveraging technology to enhance their travel planning.
What's Next?
As these trends continue to develop, travel companies may need to adapt by incorporating more AI-driven solutions and offering tailored experiences that cater to the interests of younger travelers. The emphasis on luxury and passion-driven travel could lead to new partnerships between travel providers and event organizers, as well as an increased focus on sustainability, as travelers become more conscious of their environmental impact. The industry may also see a rise in demand for flexible travel options that allow for country hopping, potentially influencing transportation and accommodation sectors.
