New Marriott Bonvoy research into travel behaviour trends for 2026 reveals that British travellers plan earlier and travel more than the rest of the EMEA…ย
Passions and luxury add-ons lead 2026 holidays
Younger generations are driving growth, with holidays increasingly shaped by passions, smart planning tools and luxury upgrades.
UK travellers book holidays an average of 4.9 months in advance, earlier than any other EMEA market (3.4 months).
Nearly four in five (77%) plan the same or more trips in 2026, with Gen Z (6 trips) and Millennials (5 trips) well above the UK average of 4.
49% travel for music, 45% for sport, and 31% for adventure.
46% add a high-end stay at the start or end of a trip, while premium all-inclusive options remain popular.
British travellers are planning their holidays further ahead than anyone else in Europe, Middle East and Africa (EMEA) and are set to travel more often in 2026, according to Marriott Bonvoyโs latest Ticket to Travel research.
Nearly four in five intend to take the same or more trips next year, with younger generations leading demand by booking more holidays, embracing AI planning tools and shaping their breaks around passions and luxury add-ons.
On average, UK adults expect to take 4 trips in 2026 โ 2 domestic breaks, 1 short-haul escape and 1 long-haul holiday โ but Gen Z and Millennials are setting the pace with 6 and 5 trips each respectively.
Marriott stay during your adventure trip
Travel behaviour trends show Brits planning earliest in EMEA, with AI rising in popularity for bookings
British travellers are EMEAโs earliest planners, booking their holidays an average of 4.9 months in advance compared to a regional average of 3.4 months. Gen Z and Millennials are only slightly behind, planning 4.4 and 4.5 months ahead, but are driving momentum by taking more trips overall.
Booking behaviours are also evolving. 29% book directly with airlines or hotels, 26% use online travel agents, and 13% still prefer to book in person. Younger travellers are leading in technology adoption, with 62% of Gen Z and 57% of Millennials using AI to plan or research trips compared to 35% overall. Comfort with booking via AI also skews younger, with 56% of Gen Z and 59% of Millennials open to booking this way, versus 38% of UK adults overall.
Country hopping is on the rise, with 19% definitely and 22% probably planning multi-country trips in 2026 (2 or more countries in one trip). Marriott Bonvoy booking data also points to trending destinations for UK travellers including Oslo in Norway, Copenhagen in Denmark, Rabat in Morrocco and Split/Zagreb in Croatia.
Travel remains a priority: Brits take a savvy and selective approach
Despite wider economic challenges, UK travellers are prioritising their holidays, with 77% planning the same or more trips in 2026 compared to 2025.
Value remains critical in decision-making.
The top triggers for converting interest into bookings are:
- a special offer (38%)
- a positive review (34%)
- an added extra (24%)
Who they travel with also matters. Partner-only breaks are the most popular (44%), followed by family holidays (34%) and trips with friends (9%). Flexibility is also valued, with travellers willing to pay extra for late check-out (31%), a preferred room location (27%), and early check-in (27%).
Travel behaviour trends put passion pursuits high up
Lifestyle interests are shaping UK travel decisions, with food and drink (49%) and time with family (45%) topping the list of holiday priorities. More than half (56%) of UK adults have taken a trip to follow a passion โ turning holidays into opportunities to immerse themselves in the things they love.
Lifestyle interests are shaping UK travel decisions, with food and drink (49%) and time with family (45%) topping the list of holiday priorities. More than half (56%) of UK adults have taken a trip to follow a passion โ turning holidays into opportunities to immerse themselves in the things they love.
- Concerts, festivals and cultural events are a major draw, with nearly half (49%) of Brits saying theyโve travelled for music.
- Sport is equally influential, with 45% planning holidays around watching or participating in tournaments, matches or race weekends.
- Adventure also plays a role, with 31% choosing pursuits such as trekking or active outdoor escapes.
Younger travellers are particularly engaged, with one in five (20%) of 25โ34-year-olds saying they take a passion-led trip several times a year, highlighting how new generations are redefining how holidays are chosen and experienced.
Lux-scaping: smart luxury add-ons gain ground
The trend of โlux-scapingโ โ adding a touch of indulgence to a holiday with a short luxury stay โ is gaining traction among UK travellers. 46% of adults have booked a high-end hotel at the start or end of a trip, reflecting a growing appetite for smart luxury upgrades.
All-inclusive experiences also remain a draw, chosen by 26% overall and rising to around a third of luxury travellers.
Andrew Watson, Chief Commercial Officer for Marriott International EMEA, said:
โ2026 looks set to be a landmark year for British travellers. We are seeing people plan their holidays further ahead than anywhere else in Europe, while also 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 AI to multi-country itineraries. At the same time, holidays are increasingly centred on what matters most, whether thatโs enjoying great food, spending time with a partner, travelling to see a concert or sports event, 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 the UK.โ
For more insights see the EMEA-wide Marriott Bonvoy Travel Trends research report
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