New Marriott Bonvoy Research: Passion Pursuits and Lux-Scaping as Key Travel Trends for 2026

Marriott Bonvoy’s latest research across Europe, the Middle East, and Africa (EMEA) reveals exciting travel trends for 2026, highlighting how technology and personal passions are reshaping holiday planning.

AI Takes Center Stage in Trip Planning
- 50% of travelers in EMEA have used AI to plan or research holidays—up from 41% in 2024 and 26% in 2023.
- 14% use AI “all the time” for travel planning.

- Younger travelers lead the charge:
- 71% of 18–24-year-olds have used AI for travel.
- 24% of 25–34-year-olds use it regularly.

- Even older demographics are adopting AI: 29% of 55–64-year-olds used it in 2025, up from 18% the previous year.
- Half of all respondents say they’d feel comfortable booking accommodation via AI platforms.

Lux-Scaping: Smart Luxury Travel
- “Lux-scaping” refers to indulging in luxury stays (like spas or upscale hotels) at the start or end of a trip.
- 59% have tried it, with 22% doing so in the past year.

- Popular among younger travelers:
- 35% of 25–34-year-olds
- 29% of 18–24-year-olds

- Benefits cited:
- Helps relax into the holiday mindset (46%)
- Leaves travelers refreshed at the end (43%)
- Offers a taste of luxury without a full splurge (29%)

Passion Pursuits: Travel with Purpose
- 68% of travelers have taken trips centered around personal passions.

- Most popular motivations:
- Music or cultural events (48%)
- Sports (47%)
- Adventure activities like safaris or treks (39%)

- Gen Z and millennials are the most enthusiastic:
- 82% of Gen Z
- 77% of millennials
- 63% of Gen X did passion-led travel in the past year

Country Hopping & Conscious Choices
- 52% plan to visit multiple countries in one trip in 2026.
- Most common among 25–34-year-olds (66%)

- Sustainability matters:
- 73% consider environmental impact when booking
- 32% checked accommodation sustainability before their last trip

This research, based on over 22,000 travelers across 11 EMEA markets, signals a vibrant, tech-savvy, and experience-driven future for travel.