Travel across Europe, the Middle East and Africa is set for another strong year in 2026, with new research revealing that four in five (79%) travellers plan to take the same number or more holidays than in 2025. The Marriott Bonvoy 2026 EMEA Ticket to Travel Report, based on insights from over 22,000 adults across 11 markets, highlights that the region’s appetite for travel shows no signs of slowing down.

On average, travellers in EMEA are planning five holidays in 2026 – including two domestic trips, two short-haul escapes within a four-hour flight, and one long-haul adventure. Trending destinations include Oslo, Algiers, Muscat, Split, Zagreb, and Copenhagen, according to Marriott Bonvoy booking data.

AI Becomes the New Travel Agent

Artificial intelligence is now a major player in travel planning, with half of all travellers (50%) saying they’ve already used AI to research or plan a holiday – a sharp increase from 41% in 2024 and just 26% in 2023. One in seven (14%) now rely on AI “all the time” for trip planning, especially younger travellers: 71% of 18–24-year-olds have used it, while 24% of 25–34-year-olds use it regularly.

Even older generations are embracing it, with 29% of travellers aged 55–64 now using AI tools for travel – up from 18% last year. Half of respondents say they’d feel comfortable booking a holiday through AI, showing rising trust in the technology.

The Rise of “Lux-Scaping”

A new trend dubbed “lux-scaping” is reshaping how travellers experience indulgence. The concept involves adding a short luxury stay – such as a few days in a spa or five-star hotel – to the start or end of a trip.

Nearly six in ten (59%) travellers have done this before, and 22% have done it within the past year. It’s especially popular among younger travellers, with 35% of 25–34-year-olds and 29% of 18–24-year-olds having indulged recently.

Travellers say lux-scaping helps them relax into the holiday mindset (46%), return home refreshed (43%), and enjoy a level of luxury they couldn’t afford for an entire trip (29%).

Passion-Led Travel Takes the Spotlight

Passion pursuits – holidays built around hobbies and personal interests – are another defining trend. 68% of EMEA travellers have already taken such a trip, with 33% doing so at least once a year.

Top passion pursuits include music and cultural events (48%), sports travel (47%), and adventure trips like safaris or treks (39%). Gen Z (82%) and millennials (77%) lead the movement, showing how younger travellers are reshaping leisure into lifestyle.

Country Hopping Gains Ground

The concept of country hopping – visiting multiple countries on one trip – is becoming increasingly popular. 52% of travellers plan to do it in 2026, rising to 66% among those aged 25–34. While more common in the Middle East and Africa, the trend is spreading across Europe, where efficient train and road networks make multi-country itineraries easy.

What Travellers Want in Accommodation

Cleanliness (89%), price (88%) and location (87%) remain top priorities, but travellers are increasingly seeking solo traveller-friendly (58%) and pet-friendly (47%) stays.

The all-inclusive experience has overtaken city breaks as the most sought-after holiday type, with 45% of respondents planning one in 2026 – ahead of resort holidays (33%), city breaks (29%), and wellness retreats (21%).

Sustainability also remains key, with 73% of travellers checking the environmental impact of their trips and 32% considering the sustainability of their accommodation before booking.

Marriott’s Take on the Future of Travel

Andrew Watson, Chief Commercial Officer, Marriott International (Europe, Middle East & Africa), said the research paints a picture of optimism and innovation:

“Consumers consistently regard travel as an important way to spend their leisure time and income. What’s particularly striking is how deeply AI has embedded itself into the travel experience. More than half of EMEA travellers have used AI to plan holidays – and 50% say they’re open to using it for bookings.”

Watson added that lux-scaping, passion-led travel and country hopping are all driving new opportunities:

“Gen Z and millennials are reshaping the travel landscape. Their enthusiasm for exploration and their tech-savvy approach to planning are driving the evolution of travel in exciting new directions.”