At a Glance
- South Africans plan six 2026 holidays, led by Gen Z, domestic and international trips.
- AI adoption rises in travel planning; 67% of Gen Z book with AI platforms.
- Luxury stays and curated experiences drive “lux-scaping,” family, culture, and sustainable travel.
South Africans are planning to travel more often in 2026, with nearly seven in ten saying they will take the same or more holidays compared to this year, according to Marriott Bonvoy’s latest Ticket to Travel report. Almost half (49%) expect to travel more frequently, led largely by younger generations.
Gen Z travellers are driving this enthusiasm, with two-thirds planning additional holidays next year and showing strong interest in artificial intelligence tools, luxury experiences, and trips built around personal passions.
The survey, which covered more than 22,000 adults across Europe, the Middle East, and Africa — including 2,000 South Africans — found that travellers from South Africa expect to take an average of six holidays in 2026: two domestic, two short-haul, and two long-haul trips.
Top destinations include South Africa, England, Mauritius, the United States, Mozambique, France, Botswana, Zanzibar, and Italy.
AI becomes a trusted travel companion
Artificial intelligence is now a trusted travel partner for many South Africans. Nearly half of respondents said they have used AI to plan or research a holiday, and 15% rely on it regularly.
Confidence is particularly high among younger generations, with 67% of Gen Z travellers comfortable booking accommodation through AI platforms like ChatGPT.
The rise of “lux-scaping”
A growing number of South Africans are embracing “lux-scaping” — booking a high-end stay such as a spa retreat or five-star hotel at the start or end of a trip. Sixty-four percent have tried it, outpacing the regional average.
The approach is especially popular among Gen Z and Millennials, who see it as a way to unwind, treat themselves, and add a moment of indulgence to their journey.
When asked what defines a five-star experience, South Africans pointed to curated activities such as wine tastings, private dining, and adventure excursions, followed by exclusive beach access and all-inclusive stays.
Passion, family, and smart spending
Travel is becoming more personal, with 73 percent of South Africans building trips around music, sports, or cultural events. Family travel remains central — more than half prioritize time with loved ones, while cleanliness, service, and price top their accommodation checklist.
Financially savvy travellers are also looking for value. Over half said they book holidays when special deals are available, and many use loyalty programs to stretch their budgets.
Sustainability remains a strong consideration, with three-quarters checking the environmental impact of their trips — the highest level across the region.
“South Africans are planning smarter and traveling with purpose,” said Dorcas Dlamini Mbele, Senior Director for Sub-Saharan Africa at Marriott International. “Younger travellers are using new tools and exploring more, but across generations, the focus is on meaningful experiences — family, culture, and a touch of comfort.”
Marriott Bonvoy, Marriott International’s global travel program, connects members to 30+ hotel brands offering premium stays, all-inclusive resorts, and exclusive experiences worldwide. Members earn points on stays, home rentals, and everyday purchases with co-branded cards.
