South African Travel Trends for 2026: AI, Lux-Scaping, and More

Nearly seven in ten South African travel trends for 2026 show travellers are planning to take the same or more holidays compared to 2025, according to Marriott Bonvoy’s Ticket to Travel research.

This includes 49% who intend to travel more frequently. Significantly, younger generations are spearheading this demand, with 66% of Gen Z planning more holidays next year while enthusiastically embracing AI planning tools, luxury add-ons, and passion-driven trips.

The extensive research, conducted among over 22,000 adults across 11 markets in EMEA—including more than 2,000 South Africans—reveals that South Africans plan an average of 6 holidays in 2026. This includes two domestic breaks, two short-haul trips (four hours or less), and two long-haul getaways.

Destinations and Digital Planning

Among those planning holidays, the top domestic and international travel destinations are South Africa (25%), England (10%), Mauritius (10%), the USA (9%), Mozambique (9%), France (7%), Botswana (7%), Zanzibar (7%), and Italy (6%). Furthermore, artificial intelligence has become a key tool for South Africans planning their next getaway.

Nearly half (49%) of travellers have used AI to plan or research a holiday, with 15% using it all the time. Younger travellers, predictably, are leading this adoption—66% of Gen Z and 53% of Millennials have used AI for trip planning, compared to just 27% of Gen X and 22% of Baby Boomers.

Consequently, confidence is also growing: 59% say they would feel comfortable booking accommodation through AI platforms such as ChatGPT, rising to 67% among Gen Z. Only 12% say the idea makes them uncomfortable.

The Rise of ‘Lux-Scaping’ and Passion Pursuits

‘Lux-scaping’—booking a luxurious stay, such as a spa retreat or a five-star hotel, at the start or end of a holiday—has emerged as a defining 2026 trend. Two-thirds (64%) of South Africans have lux-scaped before, surpassing the EMEA average of 59%.

This approach is especially popular among younger generations, with 74% of Gen Z and 67% of Millennials embracing the trend. Travellers cite the top benefits of lux-scaping as helping them relax and get into the holiday mindset (49%), helping them return home refreshed (46%), giving themselves a treat (41%), and allowing them to enjoy a level of luxury they might not afford for a full trip (33%).

In addition, when asked what experiences and services they expect from a 5-star escape, luxury travellers in South Africa prioritise curated activities such as adventure excursions, wine tastings, and private chef experiences (41%).

This is followed closely by exclusive access to beaches and pools (36%) and all-inclusive stays (34%). Another major trend shaping 2026 travel is the rise of ‘passion pursuits’—holidays built around personal interests such as music, sport, or adventure. Over seven in ten (73%) South Africans have taken a passion-led holiday, which is higher than the EMEA average (68%), and one in five (19%) do so several times a year.

This trend is particularly strong among Gen Z (84%) and Millennials (76%), who are using travel to deepen their engagement with the things they love. The most popular passions are travelling to attend or participate in a music or cultural event (58%), watching or playing a sport (56%), and adventurous explorations such as a safari or trek (39%).

Travel Priorities and Smart Spending

When choosing accommodation, the ‘brilliant basics’ remain top priorities: cleanliness (96%), customer service (95%), and price (93%) lead the list. South Africans are strongly family-oriented, consequently preferring to travel with family or children (44%) rather than with partners (35%) or friends (12%); only 7% prefer to travel alone.

‘Spending time with family and friends’ (53%) remains the top travel priority, followed by ‘great food and drink options (48%), treating themselves (40%), and time spent in nature (40%).

South Africans remain financially savvy, always finding ways to make their money go further. Price is a key driver, with 51% saying they will book a holiday if a special price is available—the highest across the EMEA region.

Additionally, travellers are making innovative use of loyalty programmes to maximise value: 42% say hotel loyalty programmes influence where they stay (compared to 32% across EMEA). In comparison, 27% would go ahead and book if they could earn loyalty points. South Africans are equally focused on maximising experiences once travelling. ‘Country hopping’—visiting multiple countries on one trip—is on the rise, with 45% saying they will ‘probably’ or ‘definitely’ do this next year, increasing to 52% among Gen Z.

Sustainability Continues to Shape Decisions

‘South African travellers are entering a new era of exploration, planning their holidays with sustainability in mind, while being more selective about how they spend and who they travel with.

Younger generations are especially enthusiastic, taking more trips and embracing new ways of planning—from using AI to building multi-country itineraries. At the same time, holidays are increasingly centred on what matters most, whether that is spending time with friends and family, enjoying great food, pursuing their passions through music, sport, or adventure, or simply adding a touch of luxury to a getaway. The clear message is one of optimism, with travel continuing to be a top priority across South Africa.’

~ Dorcas Dlamini Mbele, Senior Director, Commercial – Sub-Saharan Africa, Marriott International.

Sustainability continues to be at the heart of South Africans’ holiday choices. Three-quarters (76%) of South African travellers have looked into the environmental impact of their holidays. Further still, 59% checked the sustainability credentials of their accommodation before booking—the highest proportion across EMEA.

If these exciting travel trends have inspired your next journey, ensure you are set up to capitalise on all the exclusive offers and benefits. Ready to transform these insights into your next unforgettable ‘lux-scape’ or passion pursuit trip? Find out more about joining or managing your loyalty account by heading to the official platform: marriottbonvoy.com.