British travellers are becoming more comfortable planning their holidays using AI, and are set to travel more often in 2026, according to new research.
Marriott Bonvoy’s latest Ticket to Travel report found that nearly four in five Brits intend to take the same or more trips next year, with younger generations leading demand by booking more holidays and shaping their breaks around passions and add-ons.
Artificial intelligence (AI) is rising in popularity for bookings, especially among younger travellers, according to the research.
Some 62% of Gen Z and 57% of Millennials are now using AI to plan or research trips, compared to 35% overall. Comfort with booking via AI also skews younger, with 56% of Gen Z and 59% of Millennials open to booking this way, versus 38% of UK adults overall.
The research also found that British travellers are EMEA’s earliest planners, booking their holidays an average of 4.9 months in advance compared to a regional average of 3.4 months. Gen Z and Millennials are only slightly behind, planning 4.4 and 4.5 months ahead, but are driving momentum by taking more trips overall.
On average, UK adults expect to take four trips in 2026 – made up of two domestic breaks, one short-haul escape and one long-haul holiday. Yet Gen Z and Millennials are expecting to take six and five trips each respectively.
According to the report, 29% of Brits book directly with airlines or hotels, 26% use online travel agents, and 13% prefer to book in person.
Country hopping is on the rise, with 19% definitely and 22% probably planning trips including two or more countries in 2026.
Marriott Bonvoy booking suggests Oslo in Norway, Copenhagen in Denmark, Rabat in Morrocco and Split/Zagreb in Croatia are trending destinations for UK travellers.
Despite wider economic challenges, UK travellers are prioritising holidays, with 77% planning the same or more trips in 2026 compared to 2025.
Value remains critical in decision-making. The top triggers for converting interest into bookings are a special offer (38%), a positive review (34%) and an added extra (24%).
Partner-only breaks are the most popular (44%), followed by family holidays (34%) and trips with friends (9%).
Flexibility is also valued, with travellers willing to pay extra for late check-out (31%), a preferred room location (27%), and early check-in (27%).
Lifestyle interests are also shaping UK travel decisions, with food and drink (49%) and time with family (45%) topping the list of holiday priorities.
More than half (56%) of UK adults have taken a trip to follow a passion – turning holidays into opportunities to immerse themselves in the things they love.
Concerts, festivals and cultural events are a major draw, with 49% saying they’ve travelled for music 45% for sport and 31% for active and outdoor activities.
Among 25-34-year-olds, one in five (20%) said they take a passion-led trip several times a year.
The trend of ‘lux-scaping’ – adding a touch of indulgence to a holiday with a short luxury stay as part of a wider trip – is gaining traction among UK travellers. Some 46% of adults have booked a high-end hotel at the start or end of a trip.
All-inclusive experiences were chosen by 26% of travellers, rising to around a third of luxury travellers.
Andrew Watson, chief commercial officer for Marriott International EMEA, said: “2026 looks set to be a landmark year for British travellers.
“We are seeing people plan their holidays further ahead than anywhere else in Europe, while also being more selective about how they spend and who they travel with.
“Younger generations are especially enthusiastic, taking more trips and embracing new ways of planning, from AI to multi-country itineraries.
“At the same time, holidays are increasingly centred on what matters most, whether that’s enjoying great food, spending time with a partner, travelling to see a concert or sports event, 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 the UK.”
