Marriott Bonvoy Travel Trends: How South Africans are Travelling

According to Marriott Bonvoy’s Ticket to Travel research, there is a wave of South Africans who are looking forward to traveling more in 2026. Now more than ever, people want to see the world and book those holiday vacations, with nearly 7 in 10 South Africans planning more or the same number of holidays next year. So, maybe we should just make it official; 2026 is The Year for Travel.

Now, more than ever, people want to explore different lands and different cultures. Conducted among more than 22,000 adults across 11 key travel markets in Europe, the Middle East, and Africa, including over 2,000 South Africans, the research reveals that South Africans are planning an average of six holidays for next year. For many, the mere thought of planning a holiday may be intimidating: How are people booking their accommodation? Where is everyone travelling to? What are people even doing on these trips? Maybe understanding how others are currently doing it will help set things in motion for you. Whether you're a seasoned traveller or still earning this first couple of passport stamps, knowing just how other people approach their travel plans, may make your next vacation just a bit easier to plan. Here is how South Africans are currently traveling:

Why Are People Travelling

According to Marriott Bonvoy’s findings, South Africans are entering a new era of purpose-driven travel. It’s no longer just about getting away, it’s also about connecting with what truly matters. Over half of travellers say their biggest priority is spending quality time with family and friends, and many are seeking experiences that enrich their lives emotionally, culturally, or personally.

Passion-led travel has become a major factor: 73% of South Africans have taken a holiday centred around things they love, whether it’s attending a music festival, watching a big sports match, or exploring the great outdoors on an adventurous safari. Younger travellers, especially Gen Z and Millennials, are leading this shift, using travel to express their identities and pursue their interests more deeply.

Self-care is also on the rise. With the popularity of lux-scaping (booking a luxury stay at the start or end of a trip) many travellers want to unwind, reset, and treat themselves, even for a short moment of indulgence. Add to that the growing desire for experiences over things, and it becomes clear why 2026 is shaping up to be the year where travel becomes a form of personal restoration as much as exploration.

Travel Planning Trends

South Africans are becoming more strategic and more technologically savvy when planning their holidays. AI has officially gone mainstream, with almost half of travellers using tools like ChatGPT to research or plan their trips, and a majority saying they feel comfortable letting AI book accommodation for them. Gen Z, unsurprisingly, is leading the charge, embracing digital tools that make planning faster, easier, and more personalised.

Travellers are also planning more thoughtfully. Sustainability is playing a major role, with 76% checking the environmental impact of their travel choices and 59% reviewing a hotel’s sustainability credentials before booking; the highest figure across all EMEA ( Europe, Middle East, and Africa) markets. South Africans want their trips to feel good and do good.

The concept of country-hopping is also rising, especially among younger generations. Many travellers are designing multi-country itineraries to maximise experiences in one go, whether that’s exploring Europe city by city or adding a neighbouring African country to a long-haul getaway.

And then, there’s lux-scaping. Rather than splurging on an entire luxury vacation, travellers are choosing to book a premium hotel stay at the start or end of their holiday to either set the tone or end on a high note. This small addition creates a sense of escape without breaking the bank.

How South Africans Are Spending

Despite rising enthusiasm for travel, South Africans remain savvy and mindful about cost. Price is a major deciding factor, with more than half saying they’re likely to book a holiday if a special offer or reduced price is available. Loyalty programmes are also shaping booking decisions, with 42% saying hotel rewards influence where they stay.

Once on their trips, travellers want to stretch their budgets by prioritising meaningful experiences; great food, nature escapes, special activities, and passion pursuits. Instead of cutting travel out of their budgets, they’re finding smarter ways to make travel work for them, whether through loyalty points, multi-country trips that maximise airfare value, or staying closer to home to reduce costs.

Top 5 Travel Destinations

5. Italy (6%)

When you think of Italy, you think delicious food, rich history, world-renowned art and culture, and beautiful, green landscapes. The country has a vibrant culture which features unique festivals, opera, and a strong emphasis on tradition and romance. Who wouldn't want to enjoy authentic pizza while sipping some of the world's best wines after maybe, going shopping in Milan — one of the fashion capitals of the world? 

4. France (7%), Botswana (7%), and Zanzibar (7%)

This one feels like a no brainer, it's the country where the city of love is. With its renowned landmarks and architecture; the Eiffel Tower, Palace of Versailles, this is a country that everyone wants to visit at least once. France is a global center for art and has many vibrant cities and charming villages, delicious cuisine and offers opportunities for activities like biking, and kayaking in its varied terrains.

Botswana

When one thinks of Botswana they have to think of the stunning and diverse landscapes, such as the Okavango Delta and Kalahari Desert, its exceptional wildlife viewing opportunities and stunning sunsets. Visitors can enjoy various unique activities, including walking safaris, and cultural experiences with the San people. It’s a safe country that is very convenient for many South African travellers. Why would we not visit our neighbours?

Zanzibar

With stunning white-sand beaches and crystal-clear waters, which are ideal for water sports like snorkeling and diving, Zanzibar’s tropical vibe and balmy weather make it a no brainer. Relaxing on a tranquil beach paradise, that is the image when thinking of going to this island, making it a popular destination for romantic getaways. If you're a lover of spice, Zanzibar is often referred to as the 'Spice Island’ and you could try going on a spice tour, while you are there.

3. USA (9%) and Mozambique (9%)

The United States is the home of modern entertainment! Its world-renowned theme parks and entertainment options, and its cultural and historical significance have people visiting the country by the thousands. From the man-made marvels and vibrant culture of New York and Los Angeles to the vibrant music and arts scene in Nashville and New Orleans, the US has a lot to offer.

Mozambique

People travel to Mozambique for its pristine, unspoiled beaches of turquoise waters, world-class diving and snorkeling in the Indian Ocean, and diverse marine life, including whale sharks and manta rays. The country has a unique culture that is a blend of Portuguese, African, Indian, and Arab influences, visible in its history, architecture, and cuisine. For South Africans this is a cost effective, yet immersive travel experience.

2. England (10%) and Mauritius (10%)

Who doesn't want to go to England? Due to its rich history, diverse landscapes, vibrant culture, and extensive cultural attractions like free museums and major festivals, it's the perfect place to go for a holiday that is rich in education and heritage. Popular filming locations from shows like Downton Abbey and Bridgerton attract tourists who want to see the real-life settings. England has an extensive public transport network that makes it easy to get around.

Mauritius

Stunning beaches surrounded by clear, turquoise lagoons and coral reefs, and unique natural landscapes, this is what you are to expect from a trip to Mauritius. Known for its luxury resorts, spas, and high-level of hospitality, catering to those seeking a relaxing and comfortable vacation, as well as its diverse culture that's a vibrant mix of Indian, African, Chinese, and European influences that reflects in its festivals, architecture, language and its delicious cuisine.

1. South Africa (25%)

Yes, South Africans really do feel like there is no place like home. And with its stunning natural beauty, diverse wildlife and safaris, and rich cultural heritage, who could blame them? Mzansi has a lot to offer, from great food and wine, to fun filled adventure hubs. No two regions of this country are the same. South Africa has developed world-class tourism infrastructure, making it easy to travel, find accommodation. And keeping your travels domestic means you can enjoy all these world class experiences and facilities without the costs associated with international travel.