Luxury check-ins, AI trip planning and country-hopping: The new rules of SA travel for 2026

Gen Zs and Millennials are redefining the art of holidaymaking and finding ways to take the pain out of planning and add luxury experiences to budget getaways without breaking the bank.

This is according to a survey recently conducted by Mortar Research and presented via the Marriott Bonvoy’s Ticket to Travel research at an event held in Johannesburg last week.

22,000 adults across 11 key travel markets in Europe, the Middle East and Africa took part in the survey, including over 2,000 South Africans.

“Lux-scaping” is a new trend where travellers are adding a luxurious spa retreat, wine tastings, private chef experiences or five-star stay at the start or end of a trip.

Two-thirds (64%) of South Africans have lux-scaped before, surpassing the EMEA average of 59%. The trend is especially popular among younger generations, with 74% of Gen Z and 67% of Millennials embracing the approach.

This young, financially savvy group is also making smart use of loyalty programmes to maximise value, with 42% saying hotel loyalty programmes influence where they stay.

Gen Zs are also leading the charge when it comes to using technology to simplify the planning and booking process.

66% of Gen Z and 53% of Millennials said they had used AI for trip planning, compared to 27% of Gen X and 22% of Baby Boomers.

Over half of the younger generation also said they would feel comfortable booking accommodation through AI platforms such as ChatGPT. Only 12% said the idea makes them uncomfortable.

Other growing trends observed from the survey findings included:

- a rise in "passion pursuits" - holidays built around personal interests such as music, sport, or adventure.

- "Country hopping" – visiting multiple countries on one trip

- Sustainable tourism - Three-quarters (76%) of South African travellers said they looked into the environmental impact of their holidays, while 59% checked the sustainability credentials of their accommodation before booking.

"South African travellers are entering a new era of exploration - planning their holidays with sustainability in mind, while being more selective about how they spend and who they travel with," said Dorcas Dlamini Mbele, senior director, commercial - Sub-Saharan Africa, Marriott International.

"Younger generations are especially enthusiastic, taking more trips and embracing new ways of planning — from using AI to building multi-country itineraries. At the same time, holidays are increasingly centred on what matters most, whether that’s spending time with friends and family, enjoying great food, pursuing their passions through music, sport or adventure, or adding a touch of luxury to a getaway. The clear message is one of optimism, with travel continuing to be a top priority across South Africa."