South Africans are gearing up for a travel boom and Gen Z is leading the charge. According to Marriott Bonvoy’s latest Ticket to Travel report, nearly seven in ten South Africans (69%) plan to take as many or more holidays in 2026, with half saying they’ll travel more often.

And they’re doing it differently — think AI travel planners, luxury pitstops, and passion-fuelled adventures.

AI Becomes the New Travel Agent

Artificial intelligence isn’t just for techies anymore. Nearly half of South African travellers (49%) have already used AI to plan or research a trip — and 59% say they’d trust it to book accommodation.

Gen Z is leading the pack, with two-thirds using AI tools like ChatGPT to create travel itineraries or find deals.

‘Lux-Scaping’: The Rise of the Treat-Yourself Trip

Forget saving the best for last — or actually, don’t.

A new trend called “lux-scaping” is taking over. It’s all about booking a five-star stay, spa break, or luxury hotel at the start or end of your holiday.

Two-thirds of South Africans (64%) are already doing it, with younger travellers turning it into a full-blown ritual. For Gen Z, that figure jumps to 74%.

Why? To relax, reset, and start (or end) a holiday in style — without blowing the whole budget.

Travel for the Things You Love

The era of “passion pursuits” has arrived. Nearly three-quarters (73%) of South Africans have taken a trip centred on something they love — like music festivals, sports, or adventure. Among Gen Z, that soars to 84%.

Whether it’s following your favourite artist across borders or chasing the next safari thrill, 2026 is all about travel that feels personal.

Family, Food and Smart Spending

While adventure is big, togetherness still rules. Most South Africans say spending time with family and friends (53%) is their top travel priority — followed by great food, a touch of luxury, and time in nature.

They’re also savvy spenders: more than half (51%) will only book if there’s a special price, and loyalty points play a major role in where they stay.

Sustainability with Style

The good news? Eco-conscious travel isn’t fading. Three in four South Africans (76%) check the environmental impact of their trips, while 59% look into a hotel’s sustainability credentials before booking — the highest rate across Europe, the Middle East and Africa.

“South African travellers are entering a new era — more adventurous, more mindful, and more excited about the journey than ever before,” says Dorcas Dlamini Mbele, Senior Director at Marriott International.

From AI travel hacks to five-star spa breaks, 2026 is shaping up to be a year where South Africans don’t just travel — they curate their experiences.

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