The latest industry findings from Marriott Bonvoy members outline how travellers across the United Arab Emirates and Saudi Arabia are shaping their plans for the year ahead. As interest in international and regional trips continues to grow, travel trends in 2026 reveal a strong appetite for frequent holidays, new planning behaviours and shifts in how people choose accommodation. The data offers a detailed view of how preferences are evolving across the region.
Rising demand for more frequent holidays
A clear theme within travel trends in 2026 is the rising commitment to taking more holidays. More than four in five Marriott Bonvoy respondents intended to travel more often or at least maintain their 2025 levels. This applies across both markets, with over half planning an increased number of trips. Travellers also appear to be structuring their time across domestic, short-haul and long-haul segments, averaging seven trips across the year. These figures point to a region that sees travel as a consistent priority.
How travellers are planning their year
Another notable element is the shift towards advance planning, as people typically book 2.1 months before their holiday. Plans to visit multiple countries in one journey are also increasing, with 75 percent aiming to do so. Italy, Switzerland, France and Türkiye remain among the most sought-after destinations. These preferences align with broader interest in varied and culturally rich itineraries.
AI goes mainstream in trip planning
The report shows that AI has become integrated into the region’s planning habits. Almost three quarters of travellers have used AI tools to research or organise a trip, and ChatGPT is the most frequently selected platform. Two thirds say they would be comfortable letting AI manage accommodation bookings in future. This is one of the most significant findings within travel trends in 2026, highlighting how technology is shaping decision-making throughout the travel cycle.
The growing appeal of lux-scaping
Lux-scaping is highlighted as an emerging trend, referring to booking a luxury stay at the start or end of a holiday. More than 80 percent of travellers in both countries have tried it, with many reporting that it helps set or close a trip on a restorative note. The trend resonates strongly with younger travellers, who often select shorter stays that still offer access to high-quality experiences.
Passion-driven travel shapes itineraries
Passion pursuits also feature prominently, with 82 percent having travelled specifically to follow an interest. Sport is the leading motivator, followed by adventure-based activities and cultural or music events. A quarter take these passion-based trips several times each year, showing how personal interests strongly influence destination choice and timing. This pattern demonstrates the region’s appetite for purpose-led travel, which often extends beyond traditional leisure.
What travellers expect from accommodation
Expectations for accommodation remain focused on service, cleanliness and location, but travellers also prioritise family-friendly spaces and diverse on-site dining. Many are willing to pay more for early check-in or specific room positioning. Within travel trends in 2026, these preferences reflect the region’s emphasis on convenience and multi-generational travel. Loyalty programmes continue to influence choices, outperforming the wider EMEA average.
Sustainability remains a priority
Environmental considerations are increasingly significant, with 83 percent reviewing the sustainability impact of their travel plans. This aligns with other trends emerging across global hospitality and reinforces the role of conscious decision-making when selecting destinations and hotels. As travel trends continue to evolve, sustainability remains one of the key factors shaping travel choices.
Quick Summary – Travel trends in 2026
• 📈 Travel frequency: Over 80 percent plan more or the same number of holidays in 2026
• 🧭 Trip patterns: Average plans include three domestic breaks, two short-haul trips and two long-haul journeys
• 🤖 AI usage: 72 percent have used AI for holiday planning, with ChatGPT preferred
• 💼 Booking comfort: 69 percent would trust AI to book accommodation
• ✨ Lux-scaping: Over 80 percent have booked a luxury stay at the start or end of a trip
• 🎟 Passion pursuits: 82 percent have travelled to follow a personal interest
• 🏨 Accommodation needs: Service, cleanliness, location and family-friendly design rank highly
• 🌱 Sustainability: 83 percent consider environmental impact when booking travel
