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South Africans are strongly family-orientated, preferring to travel with family or children (44%) – Image Credit Marriott International
South Africans are set to embrace more travel in 2026, with a significant focus on using artificial intelligence for planning, indulging in luxury experiences, and pursuing passion-driven trips, according to a comprehensive study by Marriott Bonvoy.
A recent study by Marriott Bonvoy has revealed that South African travelers are gearing up for an increase in holidays by 2026, with artificial intelligence (AI) playing a pivotal role in their planning. The research, which surveyed over 22,000 adults across Europe, the Middle East, and Africa, including more than 2,000 South Africans, indicates a growing trend towards luxurious travel experiences and passion-driven trips.
Travel Plans and Destinations
According to the study, nearly seven in ten South African travelers (69%) plan to take the same number of holidays or more in 2026 compared to 2025, with 49% intending to travel more frequently. The research reveals that South Africans plan to take an average of six holidays in 2026, comprising two domestic breaks, two short-haul trips, and two long-haul getaways. Popular destinations include South Africa, England, Mauritius, the USA, Mozambique, France, Botswana, Zanzibar, and Italy.
AI Integration in Travel Planning
AI has become a mainstream tool for travel planning among South Africans, with nearly half of the travelers using it to plan or research holidays. The younger generations are leading this trend, with 66% of Gen Z and 53% of Millennials utilizing AI for trip planning. Confidence in AI is growing, with 59% of respondents expressing comfort in booking accommodations through AI platforms, a figure that rises to 67% among Gen Z.
The Rise of Lux-Scaping
The concept of ‘lux-scaping’—booking luxurious stays such as spa retreats or five-star hotels at the start or end of a holiday—has emerged as a significant trend for 2026. Two-thirds of South Africans have engaged in lux-scaping, surpassing the EMEA average. This trend is particularly popular among younger travelers, with 74% of Gen Z and 67% of Millennials participating. The primary benefits cited include relaxation, returning home refreshed, and enjoying a level of luxury not affordable for the entire trip.
Passion Pursuits and Travel Priorities
Passion pursuits, or holidays centered around personal interests such as music, sports, or adventure, are on the rise. Over 73% of South Africans have taken such holidays, with Gen Z and Millennials leading the charge. Popular activities include attending music and cultural events, engaging in sports, and taking adventurous explorations, such as safaris. When it comes to accommodation, cleanliness, customer service, and price remain top priorities. Additionally, spending time with family and friends, enjoying great food, and treating oneself are key travel priorities.
Financial Savviness and Sustainability
South Africans are also demonstrating financial savviness, with price being a crucial factor in booking decisions. Many travelers are leveraging loyalty programs to maximize value, and country hopping is gaining popularity. Sustainability remains a significant consideration, with 76% of travelers examining the environmental impact of their holidays and 59% checking the sustainability credentials of accommodations.
Conclusion
The findings from Marriott Bonvoy’s research suggest a promising outlook for South African travel in 2026. With a focus on AI integration, luxury experiences, passion pursuits, and sustainability, South African travelers are poised to explore new horizons while prioritizing what matters most to them.
