British travellers are leading Europe in early holiday planning and are set to travel more often in 2026, according to new research from Marriott Bonvoy, the global travel programme of Marriott International.
The Ticket to Travel study finds that nearly four in five UK adults (77%) plan to take the same or more trips next year, defying the wider economic slowdown. Younger generations – Gen Z and Millennials – are driving the surge, booking further in advance, using AI to plan trips, and tailoring their travel around passions such as music, sport and adventure.
Brits are the earliest planners in EMEA, booking holidays an average of 4.9 months ahead, well above the regional average of 3.4 months. Gen Z (4.4 months) and Millennials (4.5 months) are close behind, but plan more holidays overall – an average of six trips a year for Gen Z and five for Millennials, compared to four for the UK average.
Technology is transforming how holidays are organised. Almost two-thirds (62%) of Gen Z and 57% of Millennials are using AI tools to research or plan their trips, compared with just 35% of UK adults overall. Meanwhile, over half of younger travellers say they are comfortable booking holidays through AI-powered platforms.
The research shows that 56% of Brits have taken a trip to pursue a personal passion, with food and drink (49%) and family time (45%) topping the list of motivators.
Music tourism is booming — nearly half of all adults (49%) have travelled to attend concerts or festivals. Sports tourism is equally strong, with 45% planning trips around major tournaments or race weekends, while 31% seek active, adventure-based holidays such as trekking or cycling.
Among younger adults aged 25–34, one in five now takes a passion-led trip several times a year, showing how experiences increasingly shape where and how people travel.
Despite cost-of-living pressures, travel remains a top priority. The study found that travellers are taking a “savvy and selective” approach — driven by special offers (38%), positive reviews (34%) and added extras (24%).
A new trend dubbed “lux-scaping” – adding a short, high-end stay to the beginning or end of a trip – is gaining ground. Nearly half (46%) of UK adults say they have already indulged in this kind of upgrade, while all-inclusive experiencesremain popular with 26% of all travellers and around a third of luxury travellers.
Flexibility is also seen as part of the modern luxury experience. Travellers are willing to pay more for late check-out (31%), preferred room locations (27%), and early check-in (27%).
British travellers are also becoming more adventurous: 41% plan multi-country trips in 2026, visiting two or more destinations in one journey.
According to Marriott Bonvoy booking data, trending destinations for UK travellers include Oslo, Copenhagen, Rabat, and the Croatian cities of Split and Zagreb.
Andrew Watson, Chief Commercial Officer for Marriott International EMEA, said the findings reflect a renewed sense of optimism in the UK travel market: “2026 looks set to be a landmark year for British travellers. People are planning earlier, travelling more frequently and being more intentional about how they spend and who they travel with.
Younger generations are particularly enthusiastic — embracing new planning tools like AI and curating their holidays around passions and experiences that matter most. We’re also seeing a growing appetite for small moments of luxury, whether that’s a special hotel stay, an upgraded experience or simply time well spent.”
With the UK leading the EMEA region in both early planning and travel intent, the study suggests that holidays remain a cornerstone of personal wellbeing and connection.
For 2026, the British traveller is defined not by extravagance, but by purpose, planning and passion — signalling an era where travel is both smarter and more meaningful.