New Marriott Bonvoy Research reveals importance of AI for holiday planning and new trends for 2026

Core Insights - 79% of travelers in EMEA plan to take more or the same number of holidays in 2026 compared to 2025, with 39% intending to increase their holiday count [1][10] - The average traveler in EMEA is planning five holidays in 2026, including two domestic trips, two short-haul breaks, and one long-haul trip [2] Travel Trends - Popular destinations for EMEA travelers in 2026 include Oslo, Algiers, Muscat, Split, Zagreb, and Copenhagen [3] - The trend of 'lux-scaping' is emerging, where 59% of travelers have indulged in luxury experiences at the start or end of their trips, with 22% having done so in the past year [6][7] - 'Passion pursuits' are gaining traction, with 68% of travelers having previously planned holidays around specific interests, particularly music and sports [11][12] Technology and AI - 50% of travelers have used AI for trip planning, a significant increase from 41% last year, with 14% using it all the time [4][5] - 50% of travelers express comfort in booking accommodations through AI platforms in the future [5][19] Accommodation Preferences - Key factors for accommodation include cleanliness (89%), price (88%), and location (87%), with increasing importance placed on being solo and pet-friendly [15] - All-inclusive holidays are the most sought-after type of experience, with 45% planning such trips in 2026 [16] Sustainability - 73% of travelers consider the environmental impact of their holiday plans, with 32% checking the sustainability of their accommodation before booking [17] Demographic Insights - Younger travelers, particularly Gen Z and millennials, are reshaping the travel landscape, with 82% of Gen Z and 77% of millennials having engaged in passion pursuits [13][22] - Country hopping is on the rise, with 52% of travelers likely to visit multiple countries in one trip, especially among those aged 25-34 [14][21]