South African travellers are set to make 2026 a year filled with unique experiences South Africa, luxury stays, and adventurous getaways. According to Marriott Bonvoy’s latest Ticket to Travel research, South Africans plan an average of six holidays next year — including two domestic trips, two short-haul breaks, and two long-haul escapes — reflecting a growing passion for exploration and well-being.
CAPE TOWN, South Africa, November 11, 2025/APO Group/ —
AI and Innovation Shape the Future of Travel
Nearly seven in ten (69%) South Africans plan to take the same or more holidays in 2026 compared to 2025, with 49% planning to travel even more. Younger generations, especially Gen Z (66%), are embracing AI tools to plan adventure holiday activities and enhance their travel experiences.
Artificial intelligence has become a mainstream travel tool — 59% of South Africans now feel comfortable booking accommodation through AI-powered platforms such as ChatGPT, while 49% have already used AI for trip planning. Among Gen Z travellers, that number rises to 66%.
Popular destinations include South Africa (25%), England (10%), Mauritius (10%), the USA (9%), Mozambique (9%), France (7%), Botswana (7%), Zanzibar (7%), and Italy (6%) — showing a diverse mix of luxury travel destinations and adventure-filled escapes.
‘Lux-Scaping’ Defines the New Travel Era
‘Lux-scaping’ — the trend of booking a spa retreat or five-star hotel at the start or end of a trip — is redefining 2026 travel. Two-thirds (64%) of South Africans have already lux-scaped, outpacing the EMEA average of 59%. Among younger travellers, the numbers are even higher: 74% of Gen Z and 67% of Millennials indulge in luxury add-ons.
Luxury seekers are prioritising curated adventure holiday activities such as safaris, wine tastings, or private chef experiences (41%), followed by exclusive beach and pool access (36%) and all-inclusive packages (34%). Lux-scaping helps travellers relax (49%), recharge (46%), and enjoy a touch of luxury they might not afford for an entire trip (33%).
Passion Pursuits and Together Time on the Rise
‘Passion pursuits’ — holidays inspired by personal interests like music, sports, or adventure — are taking centre stage. Over 73% of South Africans have taken a passion-led holiday, compared to the EMEA average of 68%. Among Gen Z (84%) and Millennials (76%), this trend is especially strong.
The most common passion pursuits include attending music or cultural events (58%), engaging in sports (56%), and exploring adventures such as safaris or treks (39%). Spending time with family and friends (53%) remains the top travel priority, followed by great food (48%), treating oneself (40%), and enjoying nature (40%).
Smart Spending and Sustainable Choices
South Africans are making travel smarter and more rewarding. Price remains a top factor, with 51% booking holidays when discounts are available — the highest in the EMEA region. ‘Country hopping,’ or visiting multiple countries in one trip, is also trending, especially among Gen Z (52%).
Loyalty programmes play a big role too — 42% of travellers say hotel loyalty schemes influence their accommodation choice, while 27% would book specifically to earn points.
Sustainability continues to guide travel decisions. Three-quarters (76%) of South Africans have researched the environmental impact of their holidays, and 59% have checked sustainability credentials before booking — the highest across EMEA.
A New Era of Travel in South Africa
“Younger generations are especially enthusiastic, taking more trips and embracing new ways of planning — from using AI to building multi-country itineraries,” said Dorcas Dlamini Mbele, Senior Director, Commercial – Sub-Saharan Africa, Marriott International. “Holidays are increasingly centred on what matters most — family, passion, adventure, and a touch of luxury.”
South Africans are entering a new era of exploration — balancing sustainability with luxury travel destinations and unique experiences South Africa has to offer. Whether it’s a relaxing spa retreat or adrenaline-filled safari, 2026 is shaping up to be a year of exciting, purpose-driven travel.
For more travel ideas and bookings, visit Travel Afrikeye.
This story was first reported by APO Group. Read the full article here.
