South Africans are planning to travel more than ever in 2026, with nearly seven in ten (69%) saying they will take the same or more holidays compared to this year — and almost half (49%) expecting to travel more frequently.
This is according to Marriott Bonvoy’s “Ticket to Travel” research, which surveyed over 22,000 adults across 11 major travel markets in Europe, the Middle East, and Africa (EMEA), including more than 2,000 South Africans. The study reveals that South Africans are planning an average of six holidays in 2026, consisting of two domestic trips, two short-haul getaways, and two long-haul adventures.
Top travel destinations include South Africa (25%), England (10%), Mauritius (10%), USA (9%), Mozambique (9%), France (7%), Botswana (7%), Zanzibar (7%), and Italy (6%).
AI Becomes South Africa’s New Travel Companion
Artificial intelligence is quickly becoming a go-to planning tool for South African travellers. Nearly half (49%) have used AI to research or plan a trip, while 15% rely on it all the time. Adoption is highest among Gen Z (66%) and Millennials (53%), compared to Gen X (27%) and Baby Boomers (22%).
Confidence in AI-assisted bookings is also growing — 59% say they feel comfortable booking accommodation through AI platforms such as ChatGPT, a figure that rises to 67% among Gen Z.
‘Lux-Scaping’ Takes Over 2026 Travel Trends
A new luxury trend dubbed ‘Lux-Scaping’ — adding a touch of luxury such as a spa stay or five-star hotel experience at the start or end of a holiday — is becoming a defining feature of South African travel plans.
Two-thirds (64%) of South Africans say they’ve indulged in lux-scaping, outpacing the EMEA average of 59%. The trend is especially popular among Gen Z (74%) and Millennials (67%).
Travellers say lux-scaping helps them relax before or after a trip (49%), return home refreshed (46%), and enjoy a bit of indulgence without overspending (33%).
When it comes to five-star experiences, South Africans favour adventure excursions, wine tastings, private chef experiences (41%), exclusive beach or pool access (36%), and all-inclusive stays (34%).
Passion-Driven Travel on the Rise
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The study also highlights the growing popularity of ‘passion pursuits’ — travel centred on personal interests such as music, sports, or adventure.
Over 73% of South Africans have taken a passion-driven holiday, exceeding the EMEA average of 68%, while one in five (19%) say they do so several times a year. The trend is strongest among Gen Z (84%) and Millennials (76%), who are seeking deeper connections with their hobbies and passions.
The top passion-led trips include music or cultural events (58%), sports experiences (56%), and adventure holidays such as safaris or treks (39%).
Togetherness and Smart Spending Define 2026 Travel Priorities
For South Africans, travel is still all about togetherness. The majority prefer to travel with family or children (44%), followed by partners (35%) and friends (12%). Only 7% prefer solo travel.
Their top priorities remain spending time with loved ones (53%), enjoying good food and drinks (48%), treating themselves (40%), and connecting with nature (40%).
Travellers also remain price-conscious and loyalty-savvy. Over half (51%) say they’re motivated to book when special deals are available — the highest in EMEA. Meanwhile, 42% consider hotel loyalty programmes a key factor in choosing where to stay, and 27% say loyalty points directly influence their booking decisions.
Sustainability Stays in Focus
Environmental consciousness continues to influence South Africans’ travel choices. Three-quarters (76%) of travellers have checked the environmental impact of their holidays, and 59% have verified a hotel’s sustainability credentials before booking — the highest percentage across EMEA.
“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,” said Dorcas Dlamini Mbele, Senior Director, Commercial – Sub-Saharan Africa, Marriott International.
“Younger generations are especially enthusiastic, taking more trips and embracing new ways of planning — from using AI tools to building multi-country itineraries. At the same time, holidays are increasingly about what matters most — spending time with family and friends, pursuing passions, and adding a touch of luxury to the experience.”