Britons are expected to travel more and plan their holidays earlier in 2026, according to Marriott Bonvoy’s latest Ticket to Travel report.
The survey, conducted among nearly 22,000 consumers across 11 EMEA destinations, reveals that UK travellers are the most organised in the region, booking their holidays an average of 4.9 months in advance of their departure date, compared to the regional average of 3.4 months.
At the same time, 77% of Britons say they plan to take the same or more trips in 2026 compared to 2025. On average, adults are expected to take four trips: two domestic, one to a European destination and one long-haul trip. Millennials and Generation Z appear even more active, with five and six trips planned respectively.
Among the factors that convert interest into bookings, special offers (38%), positive reviews (34%) and extra benefits (24%) dominate.
Travel with passion and experiences
More than half of respondents (56%) said they plan to travel to follow their passions, such as music or sports. Almost half (49%) have traveled to attend a music event, while 45% have traveled for a sporting event. This percentage rises significantly among 25-34 year olds, of whom one in five take such trips several times a year.
The trend for multi-centre holidays is also gaining momentum, with 19% saying they will definitely plan a trip to two or more destinations in 2026 and 22% saying they will “probably”.
Food and drink (49%) and quality time with family (45%) also remain strong travel motivators.
How and with whom Britons travel
Couple getaways are the most popular (44%), followed by family holidays (34%) and trips with friends (9%).
The trend for so-called “lux-scaping” – adding a short luxury stay at the beginning or end of a trip – is gaining ground, with 46% saying they do it. The popularity of all-inclusive holidays remains high, at 26%.
Additionally, many travelers are willing to pay more for flexibility: 31% would pay more for a late check-out, 27% for a preferred room location, and 27% for an earlier check-in.
New technologies and AI in the travel experience
When it comes to bookings, 29% of Britons choose to book directly with hotels or airlines, 26% use online travel agents, while 13% prefer to book in person.
But younger generations are turning decisively to artificial intelligence: 62% of Gen Z and 57% of millennials use AI to search for travel, while 56% and 59% respectively say they will also use it for bookings, compared to 38% of the total population.
Amalie Craig, vice president of communications for Marriott International, EMEA, highlighted the importance of the human element: “There is still a strong need for travel agent expertise, destination knowledge and partnerships with DMCs. Many travellers are looking for that human reassurance.”
“2026 will be a watershed year for British travellers”
Andrew Watson, Chief Commercial Officer for Marriott International, EMEA, said: “2026 is shaping up to be a watershed year for British travellers. We are seeing them planning earlier than anyone else in Europe and being more selective about where, how and with whom they travel. Younger generations are particularly enthusiastic, embracing technology and multi-destination itineraries. At the same time, travel is increasingly focused on what has real value – gastronomy, quality time, events or a touch of luxury. The message is clearly optimistic: travel remains a top priority for the British public.”
