South Africans are entering 2026 with renewed energy for exploration, blending technology, luxury, and passion-driven pursuits into their holiday plans. With travellers expecting to take more holidays this year, according to research by Marriott Bonvoy’s Ticket to Travel, the landscape of leisure is shifting toward breaks that are more frequent and more personalised.
“Travel is no longer seen as a once-a-year escape,” says Samantha Pillay, a director at ekko, a leading lifestyle and travel brand. “Instead of one big annual holiday, many holidaymakers are spreading their time and spend across the year, mixing local, regional, and international trips, as can be seen from trends amongst our clients.
Lux-Scaping: Elevating Every Experience
According to the study, luxury is no longer confined to five-star resorts or long-haul international getaways either. South Africans are increasingly adding premium touches to even modest trips – from boutique hotel stays and bespoke excursions to indulgent dining and wellness retreats. This trend by travellers, known as “lux-scaping,” treats every holiday as an opportunity for indulgence.
AI-Guided Planning Becomes Mainstream
Artificial intelligence has now moved from being a novelty to a trusted tool, with travellers increasingly relying on it to plan and enhance their trips. From itinerary design to personalised recommendations, AI tools are helping travellers streamline decision-making and maximise enjoyment. Younger generations, particularly Gen Z, are leading this shift, embracing AI as a trusted companion in planning their adventures.
“AI has empowered travellers to develop their itineraries with more confidence and creativity,” Pillay explains. It simplifies the process and lets people focus on what really matters – finding experiences that match their interests, budgets, and available time.”
Six Holidays a Year: A New Benchmark
The Marriott Bonvoy Ticket to Travel study, which surveyed more than 22,000 adults across 11 global markets, found that South Africans plan to take six holidays in 2026: two domestic, two regional short-haul, and two international long-haul trips. As most employees are entitled to just 15 days of annual leave, this figure likely reflects aspirational plans for some rather than guaranteed travel.
That said, Pillay notes that travellers have become very strategic in how they take time off, combining weekends, public holidays, and shorter breaks to make travel more achievable. “With hybrid work becoming routine, short trips – from weekend getaways to regional escapes and even international journeys – are now easier to fit into people’s schedules too.”
Domestic trips remain popular for their accessibility and affordability, while short-haul regional escapes to locations such as Mozambique, Namibia, and Botswana are gaining traction. Long-haul journeys, meanwhile, continue to appeal to affluent travellers seeking cultural immersion and global experiences.
Interest Pursuits Drive Travel Choices
Another defining trend is the rise of interest-driven travel. Holidays are increasingly centred on hobbies, wellness, and lifestyle interests – whether it’s wine tours in the Cape, wildlife safaris, yoga retreats, or creative workshops.
Looking Ahead
As South Africans embrace more frequent, personalised, and luxurious travel, the industry faces both opportunities and challenges. Rising costs may widen the gap between affluent and budget-conscious travellers, while greater reliance on AI also raises questions about whether trips feel truly personal or are shaped primarily by algorithms, and whether travellers miss the human touch in planning and recommendations. Regional stability will also play a role in shaping short-haul travel.
“With more frequent travel and growing use of technology to plan trips in 2026, brands that adapt to these evolving preferences – through tailored experiences and flexible options – will stand out in the market,” concludes Pillay.
