What's Happening?
Marriott Bonvoy's latest research reveals significant trends in holiday planning across Europe, the Middle East, and Africa (EMEA) for 2026. The study, involving over 22,000 travelers, indicates a strong
inclination towards increased holiday travel, with 79% planning more or the same number of holidays compared to 2025. A notable trend is the rise of '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 trust in artificial intelligence, with 50% of travelers using AI for holiday planning, a significant increase from previous years.
Why It's Important?
The findings underscore the evolving landscape of the travel industry, driven by technological advancements and changing consumer preferences. The integration of AI in holiday planning reflects a shift towards more efficient and personalized travel experiences. This trend is likely to influence travel agencies and hospitality businesses to adopt AI-driven solutions to meet consumer demands. The emphasis on luxury and passion-driven travel suggests a potential increase in demand for high-end accommodations and event-based tourism, impacting economic stakeholders in these sectors. The rise in 'country hopping' and sustainable travel practices indicates a growing awareness and preference for environmentally friendly travel options.
What's Next?
As AI continues to embed itself in the travel planning process, businesses in the travel and hospitality sectors may need to invest in AI technologies to enhance customer experience and streamline operations. The trends identified in the research suggest a need for accommodations to cater to diverse preferences, including solo and pet-friendly options. The focus on sustainability may drive further innovation in eco-friendly travel solutions. Stakeholders in the travel industry should prepare for an increase in demand for luxury experiences and passion-driven travel, potentially leading to new business opportunities and partnerships.
Beyond the Headlines
The integration of AI in travel planning raises questions about data privacy and the ethical use of technology in personalizing travel experiences. As AI becomes more prevalent, ensuring transparency and consumer trust will be crucial. The trend towards luxury and passion-driven travel reflects broader cultural shifts towards experiential and meaningful travel, which could influence long-term changes in how people perceive and value travel experiences.
