South Africans are gearing up for a new era of travel in 2026, with more holidays, smarter planning through AI, and a growing appetite for luxury escapes and passion-driven adventures, according to new research from Marriott Bonvoy.

• Nearly seven in ten South Africans plan to take the same or more holidays in 2026, signalling a strong year ahead for travel.
• Passion pursuits are redefining holidays, with travellers chasing experiences that reflect their love for music, sport, and adventure.
• Family remains at the heart of travel, as most South Africans prioritise quality time with loved ones over solo or friends-only trips.
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South Africans are ready to pack their bags – and more often. According to Marriott Bonvoy’s new Ticket to Travel research, nearly seven in ten (69%) South Africans plan to take the same or more holidays in 2026 compared to 2025. Almost half (49%) say they intend to travel more frequently, with Generation Z leading the charge, embracing artificial intelligence (AI), luxurious add-ons, and holidays built around personal passions.

The research – conducted by Mortar Research among over 2’000 South Africans and more than 22’000 adults across 11 EMEA countries – paints a picture of a nation that’s increasingly travel-savvy, digitally confident, and eager for new experiences. On average, South Africans are planning six holidays in 2026, including two domestic breaks, two short-haul trips (four hours or less), and two long-haul getaways.

Top Destinations And Emerging Trends

While South Africa (25%) remains the most popular holiday destination for locals, the wanderlust extends beyond borders. Travellers are looking to England (10%), Mauritius (10%), the USA (9%), Mozambique (9%), France (7%), Botswana (7%), Zanzibar (7%), and Italy (6%). What’s new, however, is how South Africans are planning these trips — and what motivates them. AI tools, luxury experiences, and passion-driven travel are shaping a new era of exploration, redefining what a “holiday” means in 2026.

AI Goes Mainstream In Travel Planning

Once considered futuristic, AI-powered travel planning has officially gone mainstream. Nearly half (49%) of South Africans have already used AI to research or plan a holiday, and 15% use it all the time. Younger travellers are spearheading this digital shift — 66% of Gen Z and 53% of Millennials have turned to AI for travel inspiration and itinerary building, compared to just 27% of Gen X and 22% of Baby Boomers.

Confidence in AI is also climbing rapidly: 59% of South Africans say they would trust AI platforms such as ChatGPT to book their accommodation, rising to 67% among Gen Z. Only a small minority (12%) say they’re uncomfortable with the idea. This growing comfort with technology marks a pivotal moment for travel planning — one where algorithms, personalization, and real-time insights are enhancing how South Africans curate their perfect escape.

Lux-Scaping: A New Form Of Holiday Indulgence

A defining 2026 travel trend is “Lux-Scaping” – the art of starting or ending a holiday with a luxury experience, such as a spa retreat or a five-star hotel stay. The report shows two-thirds (64%) of South Africans have lux-scaped before, surpassing the EMEA average of 59%. This indulgent trend is especially strong among Gen Z (74%) and Millennials (67%), proving that younger travellers aren’t afraid to treat themselves.

The benefits speak for themselves:
• 49% say lux-scaping helps them relax and get into the holiday mindset.
• 46% say it ensures they return home refreshed.
• 41% see it as a well-deserved treat.
• 33% enjoy a taste of luxury they might not afford for an entire trip.

When it comes to what luxury travellers expect from a five-star experience, curated activities such as adventure excursions, wine tastings, and private chef experiences top the list (41%), followed by exclusive access to beaches and pools (36%) and all-inclusive stays (34%). In essence, South Africans are redefining luxury travel – not as an all-or-nothing affair, but as a moment of indulgence woven into a broader, more balanced travel plan.

Passion Pursuits Take Centre Stage

Another powerful trend shaping travel in 2026 is the rise of “passion pursuits” — holidays built around personal interests such as music, sport, and adventure. An impressive 73% of South Africans have taken a passion-led holiday, exceeding the EMEA average of 68%. One in five (19%) do so several times a year, demonstrating how travel has become an expression of individuality and self-discovery. Among Gen Z (84%) and Millennials (76%), these trips are about more than sightseeing — they’re about living their passions on a global stage.

The most popular passion pursuits include:
• Music and cultural events (58%)
• Sporting experiences, either watching or participating (56%)
• Adventure travel such as safaris or treks (39%)

This shift from checklist tourism to experience-driven travel shows that South Africans are seeking meaning, not just mileage – trips that feed the soul as much as they fill the passport.

Together Time Tops Travel Priorities

When it comes to who South Africans travel with, family remains at the heart of the journey. Nearly 44% prefer travelling with family or children, compared to 35% with partners, 12% with friends, and just 7% solo. The number one motivation for travel? Spending time with family and friends (53%), followed by great food and drink options (48%), treating themselves (40%), and time in nature (40%).

Meanwhile, the “brilliant basics” continue to define accommodation choices:
• Cleanliness (96%)
• Customer service (95%)
• Price (93%)

No matter how tech-savvy or trend-conscious travellers become, it’s clear that the fundamentals of hospitality remain timeless.

Smart Spending And Savvy Travellers

Despite their appetite for luxury, South Africans remain financially pragmatic. Over half (51%) say they’ll book a holiday if a special price is available — the highest rate across the EMEA region.

Loyalty programmes are also playing a bigger role in shaping travel decisions:
• 42% say hotel loyalty programmes influence where they stay (compared to 32% across EMEA).
• 27% would book a trip specifically to earn loyalty points.

The country-hopping trend is also on the rise, with 45% of South Africans saying they plan to visit multiple countries in one trip next year — jumping to 52% among Gen Z.

Sustainability Remains Non-Negotiable

South Africans are not just travelling more — they’re travelling more responsibly. Nearly three-quarters (76%) have researched the environmental impact of their holidays, and 59% checked the sustainability credentials of their accommodation before booking — the highest figure across all EMEA markets. This demonstrates a growing consciousness among travellers who want their journeys to have a positive impact on the planet.

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 centered on what matters most, whether that’s spending time with friends and family, enjoying great food, pursuing their passions, 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.

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

The Road Ahead

From AI assistants curating dream holidays to spa retreats framing every journey, and from passion pursuits to planet-friendly adventures, South Africans are redefining what travel means in 2026. It’s a year where tech meets heart, luxury meets mindfulness, and adventure meets purpose. And whether it’s a weekend in the Winelands, a safari in Botswana, or a once-in-a-lifetime trip to Italy, one thing is clear: South Africans aren’t just travelling more – they’re travelling better.

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