British travellers are booking holidays earlier and planning more trips than any other market across Europe, the Middle East and Africa (EMEA), according to new research from Marriott Bonvoy.
The company’s Ticket to Travel study found that UK adults book an average of 4.9 months in advance, compared with a regional average of 3.4 months. Nearly four in five respondents (77%) plan to take the same number or more trips in 2026 than in 2025.
Gen Z and Millennial travellers are leading the trend, with expectations to take an average of six and five trips respectively next year, compared with a national average of four.
The research indicated a growing use of technology in travel planning. Some 35% of UK adults have used artificial intelligence tools to plan or research a holiday, rising to 62% among Gen Z and 57% among Millennials.
Multi-country travel is also becoming more common, with 41% of those surveyed saying they definitely or probably plan to visit two or more countries in a single trip in 2026.
Booking data also pointed to growing interest in destinations such as Oslo, Copenhagen, Rabat and Split among UK travellers.
Despite wider economic pressures, the survey suggested travel remains a priority. Special offers (38%), positive reviews (34%) and added extras (24%) are the most common factors prompting bookings. Partner-only breaks are the most popular (44%), followed by family holidays (34%) and trips with friends (9%).
Lifestyle interests continued to shape travel choices, with 49% of respondents saying they have travelled for music events, 45% for sport, and 31% for adventure-based activities. Food, drink and family time were identified as key motivations for travel.
A growing number of travellers are adding luxury elements to their trips, with 46% opting for a high-end hotel stay at the beginning or end of a holiday. All-inclusive options remain popular, selected by 26% of respondents.
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.”
