Marriott International | British Travellers Plan Earlier and Travel More – New Marriott Bonvoy Research Reveals Passions and Luxury Add-ons Lead 2026 Holidays

• UK travellers e book holidays a mean of 4.9 months upfront, sooner than another EMEA market (3.4 months).
• Nearly 4 in 5 (77%) plan the identical or extra journeys in 2026, with Gen Z (6 journeys) and Millennials (5 journeys) nicely above the UK common of 4.
• 49% journey for music, 45% for sport, and 31% for journey.
• 46% add a high-end keep at the beginning or finish of a visit, whereas premium all-inclusive choices stay fashionable.

24 October, London, UK – British travellers are planning their holidays additional forward than anybody else in Europe, Middle East and Africa (EMEA) and are set to journey extra typically in 2026, in response to Marriott Bonvoy’s newest Ticket to Travel analysis. Nearly 4 in 5 intend to take the identical or extra journeys subsequent yr, with youthful generations main demand by reserving extra holidays, embracing AI planning instruments and shaping their breaks round passions and luxurious add-ons.

On common, UK adults anticipate to take 4 journeys in 2026 – 2 home breaks, 1 short-haul escape and 1 long-haul vacation – however Gen Z and Millennials are setting the tempo with 6 and 5 journeys every respectively.

Brits Book Smart: UK Leads EMEA in Early Planning, with AI Rising in Popularity for Bookings.

British travellers are EMEA’s earliest planners, reserving their holidays a mean of 4.9 months upfront in comparison with a regional common of three.4 months. Gen Z and Millennials are solely barely behind, planning 4.4 and 4.5 months forward, however are driving momentum by taking extra journeys general.

Booking behaviours are additionally evolving. 29% e book immediately with airways or accommodations, 26% use on-line journey brokers, and 13% nonetheless want to e book in particular person. Younger travellers are main in expertise adoption, with 62% of Gen Z and 57% of Millennials utilizing AI to plan or analysis journeys in comparison with 35% general. Comfort with reserving through AI additionally skews youthful, with 56% of Gen Z and 59% of Millennials open to reserving this manner, versus 38% of UK adults general.

Country hopping is on the rise, with 19% undoubtedly and 22% in all probability planning multi-country journeys in 2026 (2 or extra international locations in a single journey). Marriott Bonvoy reserving information additionally factors to trending locations for UK travellers together with 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 financial challenges, UK travellers are prioritising their holidays, with 77% planning the identical or extra journeys in 2026 in comparison with 2025.

Value stays crucial in decision-making. The prime triggers for changing curiosity into bookings are a particular provide (38%), a constructive evaluate (34%) and an added additional (24%).

Who they journey with additionally issues. Partner-only breaks are the most well-liked (44%), adopted by household holidays (34%) and journeys with associates (9%). Flexibility can also be valued, with travellers prepared to pay additional for late check-out (31%), a most popular room location (27%), and early check-in (27%).

Passion Pursuits: Music, Sport and Adventure Drive Travel Plans

Lifestyle pursuits are shaping UK journey choices, with foods and drinks (49%) and time with household (45%) topping the record of vacation priorities. More than half (56%) of UK adults have taken a visit to observe a ardour – turning holidays into alternatives to immerse themselves within the issues they love.

Concerts, festivals and cultural occasions are a significant draw, with practically half (49%) of Brits saying they’ve travelled for music. Sport is equally influential, with 45% planning holidays round watching or collaborating in tournaments, matches or race weekends. Adventure additionally performs a job, with 31% selecting pursuits corresponding to trekking or energetic outside escapes.

Younger travellers are notably engaged, with one in 5 (20%) of 25–34-year-olds saying they take a passion-led journey a number of instances a yr, highlighting how new generations are redefining how holidays are chosen and skilled.

Lux-scaping: Smart Luxury Add-Ons Gain Ground

The pattern of “lux-scaping” – including a contact of indulgence to a vacation with a brief luxurious keep – is gaining traction amongst UK travellers. 46% of adults have booked a high-end lodge at the beginning or finish of a visit, reflecting a rising urge for food for good luxurious upgrades.

All-inclusive experiences additionally stay a draw, chosen by 26% general and rising to round a 3rd of luxurious travellers.

Andrew Watson, Chief Commercial Officer for Marriott International EMEA, mentioned:

“2026 appears to be like set to be a landmark yr for British travellers. We are seeing individuals plan their holidays additional forward than anyplace else in Europe, whereas additionally being extra selective about how they spend and who they journey with.

Younger generations are particularly enthusiastic, taking extra journeys and embracing new methods of planning, from AI to multi-country itineraries. At the identical time, holidays are more and more centred on what issues most, whether or not that’s having fun with nice meals, spending time with a associate, travelling to see a live performance or sports activities occasion, or including a contact of luxurious to a getaway. The clear message is one in every of optimism, with journey persevering with to be a prime precedence throughout the UK.”

For the EMEA-wide Marriott Bonvoy Travel Trends analysis report, please go to:

ENDS

Notes to Editors

Research carried out by Mortar Research amongst 2,017 UK adults between 14–21 July 2025, as a part of a wider examine of twenty-two,266 adults throughout EMEA. Trending vacation spot information sourced from Marriott Bonvoy reserving forecasts for 2026.

For extra data, please contact:

Lauren Clifton, PR Manager, Marriott International UK & I.

[email protected]