South Africans plan more travel in 2026 as AI and luxury stays reshape holidays
South Africans are gearing up for a bigger year of travel in 2026, driven by rising interest in AI-powered trip planning and luxury add-ons. Nearly seven in ten travelers plan to take more or the same number of holidays, including almost half who expect to travel more frequently than in 2025, according to new Marriott Bonvoy research.
The study found South Africans intend to take an average of six trips next year across domestic, regional, and international destinations. Gen Z travelers are leading the surge, with two-thirds planning more holidays as they embrace digital tools, passion-driven experiences, and premium stays.
AI drives planning as lux-scaping rises
Artificial intelligence is now mainstream in holiday planning, with almost half of travelers already using AI tools and more than half comfortable booking accommodation through platforms like ChatGPT. Confidence peaks among younger travelers, where two-thirds of Gen Z respondents trust AI to book stays.
Luxury travel moments are also shaping decisions, as “lux-scaping” gains traction across demographics. Nearly two-thirds of respondents have already tried booking a luxury hotel or spa stay at the start or end of a trip, higher than regional peers. Travelers say the trend helps them relax, return refreshed, and enjoy premium comforts without committing to a full luxury itinerary.
Passion-led travel and value focus fuel demand
Trips fueled by hobbies and interests—known as passion pursuits—continue to grow, with more than seven in ten South Africans already taking holidays built around music, sport, culture, or adventure. Gen Z leads again with more than eight in ten opting for passion-driven travel, particularly for events and outdoor experiences.
South Africans are also prioritizing value, with price-driven bookings and loyalty programs influencing decisions more than in other international markets. Many travelers plan to maximize trips through country-hopping and strategic use of reward points, while sustainability remains a key consideration for accommodation and destination choices.
Shared moments still matter
Family-centered trips remain strong, with most travelers choosing to vacation with loved ones over solo or friends-based travel. Cleanliness, service quality and pricing rank as essential hospitality factors, reflecting continued attention to foundational travel standards alongside emerging digital and luxury trends.
Marriott International leaders say the findings point to a confident year ahead as travelers balance meaningful experiences, smart spending, and next-generation planning tools.
