2026 Travel Trends: AI and Luxury Experiences Take Center Stage in EMEA

A new report from Marriott Bonvoy indicates a strong travel trend in the EMEA region for 2026, with a significant reliance on AI for planning and an increase in luxury and passion-driven travel experiences.

Marriott Bonvoy’s latest research, encompassing responses from over 22,000 travelers across Europe, the Middle East, and Africa (EMEA), reveals evolving travel preferences and trends for 2026. The study highlights the growing integration of artificial intelligence in travel planning and the popularity of luxury and passion-driven vacations.

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Travel Trends for 2026

The research indicates that 79% of travelers in the EMEA region plan to take the same or more holidays in 2026 as in 2025. This includes 39% who anticipate increasing their travel frequency. On average, travelers are planning five holidays, which typically include two domestic trips, two short-haul trips, and one long-haul trip.

Luxury experiences, termed “lux-scaping,” where travelers indulge in luxurious stays at the beginning or end of their trips, are gaining traction. Approximately 59% of respondents have experienced lux-scaping, with 22% doing so in the past year. This trend is especially popular among younger travelers, with 35% of those aged 25-34 engaging in such activities recently.

The Role of AI in Travel Planning

Artificial intelligence is becoming a crucial tool in travel planning, with 50% of respondents using AI to plan or research their holidays, a significant increase from previous years. Trust in AI is also growing, with half of travelers expressing comfort with booking accommodations through AI platforms in the future.

Passion-Driven and Multi-Destination Travel

The concept of “Passion Pursuits,” in which vacations are centered on specific interests such as music, sports, or culture, is particularly prevalent among younger generations. For instance, 82% of Gen Z respondents have traveled for such reasons. Additionally, “country hopping” is on the rise, with 52% of travelers likely to visit multiple countries in a single trip in 2026, especially prevalent among the 25-34 age group.

Accommodation Preferences and Sustainability

When selecting accommodations, cleanliness, price, and location remain top priorities for travelers. However, preferences for pet- and solo-traveler-friendly accommodations are also notable. Sustainability remains a significant consideration, with 73% of travelers considering the environmental impact of their travel plans.

The 2026 EMEA Ticket to Travel Report from Marriott Bonvoy underscores a robust outlook for the travel industry, driven by technological advancements and changing traveler preferences. The integration of AI in travel planning and the rise of lux-scaping and passion-driven travel are set to redefine the travel landscape in the coming years.

Download the full research report here.