British Travellers Lead EMEA in Early Holiday Planning and Increased Travel

British travellers are planning holidays earlier and more frequently, with a focus on passions and luxury experiences, according to recent research by Marriott Bonvoy.

British Travellers Lead in Early Holiday Planning

Recent research from Marriott Bonvoy highlights a trend among British travellers to plan their holidays well in advance. On average, UK holidaymakers book their trips 4.9 months ahead, surpassing the EMEA regional average of 3.4 months. This early planning trend is led by Gen Z and Millennials, who plan their holidays 4.4 and 4.5 months in advance, respectively. The study indicates that nearly 77% of UK travellers intend to maintain or increase their travel frequency in 2026, with younger generations taking the lead.

Increased Travel Frequency Among Younger Generations

The research reveals that UK adults expect to take an average of 4 trips in 2026, including 2 domestic, 1 short-haul, and 1 long-haul holiday. However, Gen Z and Millennials are planning even more trips, with six and five holidays, respectively. This increase in travel frequency is partly attributed to the adoption of AI planning tools, which are particularly popular among younger travellers. About 62% of Gen Z and 57% of Millennials use AI for trip planning, compared to 35% of the overall UK population.

Booking Behaviors and Technology Adoption

Booking behaviors among UK travellers are evolving, with 29% booking directly with airlines or hotels, 26% using online travel agents, and 13% still preferring in-person bookings. Younger generations are more inclined to embrace technology, with a significant portion comfortable with AI-assisted bookings. This trend reflects a broader shift towards digital solutions in travel planning.

Multi-Country Trips and Trending Destinations

The concept of country hopping is gaining popularity, with 19% of UK travellers definitely planning multi-country trips in 2026, and 22% considering it. Marriott Bonvoy’s booking data highlights trending destinations for UK travellers, including Oslo, Copenhagen, Rabat, and Split/Zagreb. This indicates a growing interest in exploring diverse locations within a single trip.

Travel Priorities Amid Economic Challenges

Despite economic uncertainties, UK travellers continue to prioritize holidays. The study shows that 77% plan to take the same number of trips or more in 2026 than in 2025. Value remains a key consideration, with special offers, positive reviews, and added extras being significant factors in booking decisions. Flexibility is also valued, with travellers willing to pay extra for options like late check-out and preferred room locations.

Passion-Driven Travel

UK travellers are increasingly shaping their holidays around personal interests. Music, sports, and adventure are major motivators, with 49% travelling for music events and 45% for sports. Adventure activities also attract 31% of travellers. Younger generations, particularly those aged 25-34, are more likely to take passion-led trips multiple times a year, reflecting a shift in how holidays are chosen and experienced.

Luxury Add-Ons and “Lux-scaping”

The trend of “lux-scaping,” which involves adding luxury elements to a holiday, is gaining traction. About 46% of UK adults have booked a high-end hotel at the start or end of their trips. All-inclusive experiences also remain popular, especially among luxury travellers. This trend indicates a growing appetite for indulgent travel experiences.

The Marriott Bonvoy research underscores a significant shift in UK travel habits, with early planning, increased travel frequency, and a focus on passions and luxury experiences. As British travellers continue to prioritize holidays, they are embracing new technologies and exploring diverse destinations, making travel a key priority despite economic challenges.