What's Happening?
Marriott Bonvoy's recent research indicates a significant trend among South African travelers for 2026, known as 'lux-scaping.' This involves booking luxurious stays, such as spa retreats or five-star
hotels, at the beginning or end of vacations. The trend is particularly popular among younger generations, with 74% of Gen Z and 67% of Millennials participating. The research, which surveyed over 2,000 South Africans, reveals that nearly seven in ten plan to take more or the same number of holidays in 2026 compared to 2025. The use of artificial intelligence in holiday planning is also on the rise, with 59% of travelers comfortable booking accommodations through AI platforms. Lux-scaping is seen as a way to relax, return home refreshed, and enjoy luxury that might not be affordable for an entire trip.
Why It's Important?
The emergence of lux-scaping as a travel trend highlights a shift in consumer preferences towards more personalized and luxurious travel experiences. This trend could significantly impact the hospitality industry, driving demand for high-end accommodations and curated experiences. As younger generations lead this trend, businesses in the travel sector may need to adapt their offerings to cater to these preferences. The increased use of AI in travel planning also suggests a growing reliance on technology, which could streamline booking processes and enhance customer experiences. Overall, these trends indicate a potential increase in travel spending and a focus on quality over quantity in holiday planning.
What's Next?
As lux-scaping gains popularity, travel companies may invest in expanding their luxury offerings and enhancing customer experiences. The integration of AI in travel planning could lead to more personalized and efficient booking processes. Additionally, the focus on sustainability in travel choices suggests that businesses may need to prioritize eco-friendly practices to attract environmentally conscious travelers. The hospitality industry might also see increased competition as companies strive to offer unique and luxurious experiences to meet the demands of younger travelers.
Beyond the Headlines
The trend towards lux-scaping and passion pursuits reflects broader cultural shifts towards valuing experiences and personal fulfillment. As travelers seek more meaningful and luxurious experiences, there may be ethical considerations regarding the environmental impact of such travel. The reliance on AI for planning also raises questions about data privacy and the role of technology in shaping consumer choices. These developments could lead to long-term changes in how travel is marketed and experienced, emphasizing quality, personalization, and sustainability.
