Travel among South Africans has witnessed a shift, with 66 percent of Gen Z leading the pack on embracing more holidays next year while leveraging AI planning tools, luxury add-ons, and passion trips. This is according to Marriott Bonvoy’s Ticket to Travel research, tracking 22,000 adults spanning across 11 key travel markets in Europe, the Middle East, and Africa, including 2,000 South Africans.
The same survey has revealed that coveted destinations are South Africa at 25 percent, followed by England and Mauritius at 10 percent respectively, with United States at 9 percent, and Mozambique at 9 percent, among others.
AI dictates travel planning rules
A revealing aspect of the survey is that Artificial Intelligence (AI) is emerging as a key tool for South Africans planning their next gateway. Nearly 49 percent of travellers have leveraged AI to plan or research a holiday, with 15 percent using it all the time with younger travellers, to the tune of 66 percent GenZ and 53 percent millennials leveraging AI for trip planning in relation to 27 percent for GenX and 22 percent Baby Boomers.
Moreover, 59 percent would be comfortable booking accommodation through AI platforms such as ChatGPT, reaching 67 percent among Gen Z, while 12 percent only say the idea makes them uncomfortable.
‘Lux-Scaping’ as Defining 2026 Travel Trend
‘Lux-scaping’—booking a luxurious stay such as a spa retreat or five-star hotel at the start or end of a holiday, has emerged as a defining 2026 trend, with two-thirds to the tune of 64 percent South Africans having lux-scaped before, surpassing the EMEA average of 59 percent. The trend is especially popular among younger generations, with 74 percent of Gen Z and 67 percent of Millennials embracing the approach.
Quizzed on experiences and services expected a 5-star escape, luxury travellers in South Africa prioritise curated activities such as adventure excursions, wine tastings, or private chef experiences at 41 percent, followed by exclusive access to beaches and pools to the tune of 36 percent, and all-inclusive stays 4 percent.
Together Time tops Travel Priorities
When choosing accommodation, the ‘brilliant basics’ remain top priorities: cleanliness (96 percent), customer service (95 percent), and price (93 percent) lead the list. South Africans are strongly family-oriented, preferring to travel with family or children (44 percent) rather than with partners (35 percent) or friends (12 percent), while only seven percent prefer to travel alone.
‘Spending time with family and friends’ at 53 percent remains the top travel priority, followed by ‘great food and drink options’ at 48 percent, treating themselves at 40 percent, and time in nature for 40 percent.
Smart Spending, Savvy Travellers
South Africans remain financially savvy, finding ways to make their money go further. Price is a key driver, with 51 percent of respondents saying they’ll book a holiday if a special price is available, considered the highest across the EMEA region.
Travellers are also making smart use of loyalty programmes to maximise value, with 42 percent saying hotel loyalty programmes influence where they stay, as compared to 32 percent across EMEA, while 27 percent would go ahead and book if they could earn loyalty points.
Sustainability Continues to Shape Decisions
South Africans continue to place sustainability at the heart of their holiday choices. Three-quarters accounting for 76 percent travellers have looked into the environmental impact of their holidays, while 59 percent checked the sustainability credentials of their accommodation before booking, considered as the highest proportion 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 to building multi-country itineraries. At the same time, holidays are increasingly centred on what matters most, whether that’s spending time with friends and family, enjoying great food, pursuing their passions through music, sport, or adventure, or 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.”
