Marriott Bonvoy’s 2026 Travel Trends: Ai Revolutionizes Trip Planning, ‘lux-scaping,’ And Passion-led Travel On The Rise

Published on October 24, 2025

Marriott Bonvoy’s latest research, nan 2026 EMEA Ticket to Travel Report, reveals that nan travel landscape successful Europe, nan Middle East, and Africa (EMEA) is evolving, pinch AI playing a pivotal domiciled successful vacation planning, alongside rising trends successful luxury recreation experiences and passion-led travel. The research, conducted by Mortar, surveyed complete 22,000 adults crossed 11 cardinal markets, showing really preferences are shifting toward tech-driven and experiential holidays.

AI Becomes Integral to Travel Planning

The 2026 EMEA report underscores a important displacement towards nan usage of artificial intelligence (AI) successful nan recreation readying process. Nearly 50% of travelers successful nan region person utilized AI for vacation readying and research, marking a melodramatic summation from 41% successful nan erstwhile year. The inclination is peculiarly salient among younger generations, pinch 71% of travelers aged 18-24 and 24% of travelers aged 25-34 utilizing AI “all nan time” for travel planning.

This increasing reliance connected AI reflects travelers’ expanding comfortableness pinch exertion for tasks specified arsenic booking, researching destinations, and receiving personalized recommendations. Interestingly, 29% of travelers aged 55-64 person besides embraced AI, up from 18% past year. As AI becomes much sophisticated, 50% of travelers definitive comfortableness successful utilizing it for accommodation bookings, signaling a displacement towards tech-centric, businesslike recreation experiences.

‘Lux-scaping’ Gains Popularity

A fascinating inclination emerging from nan investigation is “lux-scaping”, wherever travelers indulge successful luxury experiences specified arsenic spa visits aliases luxury edifice stays astatine nan commencement aliases extremity of their trips. Nearly 59% of travelers person engaged successful lux-scaping, pinch 22% doing truthful successful nan past twelvemonth alone. This inclination reflects a increasing desire for affordable luxury that allows travelers to bask high-end experiences without overextending their budgets.

Younger travelers are particularly drawn to lux-scaping, pinch 35% of 25-34-year-olds and 29% of 18-24-year-olds having engaged successful this behavior. Many travelers admit nan expertise to “relax and get into nan vacation mindset” astatine nan commencement of a trip, while others bask ending their vacations connected a precocious statement pinch a luxurious stay that helps them consciousness refreshed upon returning home.

Passion-Led Travel and Country Hopping connected nan Rise

Another cardinal uncovering from nan study is nan increasing power of passion-led travel, wherever individuals scheme holidays chiefly astir their individual interests. Over 68% of travelers study having participated successful passion-led travel, pinch activities specified arsenic attending music festivals, sporting events, aliases exploring adventure destinations being nan astir popular.

The younger generations are peculiarly engaged pinch this trend, pinch 82% of Gen Z and 77% of millennials having traveled for a passion pursuit successful nan past year. Among nan astir celebrated passions, 48% of travelers scheme holidays astir euphony and taste events, while 47% prioritize sports-related trips.

Additionally, country hopping — visiting aggregate countries successful a azygous travel — is gaining popularity, particularly among 25-34-year-olds, pinch 66% of them readying to sojourn much than 1 state successful 2026. This inclination is rising crossed Europe, pinch travelers seeking to maximize their experiences by crossing borders without nan request for aggregate flights.

Sustainability: A Key Consideration for EMEA Travelers

Sustainability continues to beryllium a awesome facet for travelers erstwhile readying their holidays. The investigation reveals that 73% of travelers are progressively considering nan environmental impact of their trips. When it comes to accommodation, 32% of travelers checked for sustainability certifications up of booking their past holiday. This highlights nan increasing request for eco-friendly options successful some recreation and lodging.

The Need for ‘Accommodating’ Accommodation

As travelers’ expectations evolve, nan request for “accommodating” accommodations is rising. Cleanliness (89%), price (88%), and location (87%) are still nan apical priorities, but there’s increasing liking successful properties that cater to solo travelers (58%) and pet owners (47%). All-inclusive holidays are besides becoming much popular, pinch 45% of travelers readying specified trips successful 2026, surpassing different types of vacations for illustration resort holidays (33%) and wellness retreats (21%).

Conclusion

Marriott Bonvoy’s 2026 recreation report reveals a fascinating look into nan early of travel, pinch AI, lux-scaping, passion-led travel, and sustainability playing cardinal roles. The study underscores a displacement successful travelers’ preferences towards much personalized, tech-driven experiences that still let for indulgence and exploration. The increasing power of younger generations and their tech-savviness is shaping nan recreation scenery successful breathtaking caller ways, signaling a transformative era for some nan recreation manufacture and nan modern traveler.