Marriott Bonvoy Research: The Rise of Family-First Workcations and Travel Trends for 2026

With hybrid and remote work opportunities, South Africans are expecting a travel transformation come 2026. Of South Africans, about 70%, plan on taking holidays next year. There are new expectations towards more fluid work, travel, and leisure experiences on the continuum of a workcation, more than vacations. More than 2,000 South Africans surveyed for a recent study commissioned by Marriott Bonvoy, brought to light workcation travel coupled with family time, AI-augmented holiday prep, and “lux-scaping” the new posh holiday offering as rising travel preferences.

In hiring South African travel guides, expect to focus on the role of AI on travel, the increasing popularity of “lux-scaping” as a holiday choice, and the momentum of holidays centered around one’s zeal or “passion”. The integration of the travel focus with the growing emphasis on sustainability and travel with family shows demand for a prioritized travel experience to be redefined by the South African for 2026.

South Africans Are Planning More Holidays in 2026

The study found that nearly seven in 10 South African travelers (69%) are planning to take more holidays in 2026 compared to 2025. Among these, 49% are planning to travel more frequently, signaling a shift toward a more travel-centric lifestyle. This trend is particularly strong among younger generations, with 66% of Gen Z travelers and 53% of Millennials looking forward to more getaways next year. The research highlights that, on average, South African travelers plan six holidays in 2026, which include:

• Two domestic breaks
• Two short-haul trips (four hours or less)
• Two long-haul getaways

This shift in behavior suggests that South Africans are no longer limiting their vacations to annual getaways, instead planning multiple trips throughout the year, and embracing travel as a more frequent part of their lifestyle.

AI Goes Mainstream in Travel Planning

Artificial intelligence (AI) has firmly cemented itself as an essential tool for modern travelers, and South Africans are no exception. Nearly half (49%) of travelers reported that they have used AI to research or plan their holidays, with 15% of them using AI on a regular basis. For Gen Z and Millennials, AI travel planning tools are particularly popular, with 66% of Gen Z travelers and 53% of Millennials using AI-powered platforms like ChatGPT to plan and book their vacations.

AI is transforming the way we approach travel—automating mundane tasks, providing personalized recommendations, and helping travelers compare prices, accommodations, and activities in real-time. What was once a novelty is now the norm, and a significant 59% of South Africans said they would feel comfortable booking accommodation through AI-driven platforms. This number rises to 67% for Gen Z, indicating that younger generations are not only using AI tools but are confident in their capabilities.

The role of AI in travel planning is expected to continue growing, as it allows travelers to streamline the planning process, save time, and discover more personalized travel options that align with their preferences.

The Rise of Lux-Scaping: Transforming Your Holiday with Luxury

One of the standout trends from the research is lux-scaping, a travel trend that involves booking a luxurious stay, such as a spa retreat or a five-star hotel, at the start or end of a holiday. This trend offers travelers the chance to combine the best of both worlds: business or leisure activities during the day, followed by a luxurious, relaxing experience in the evening.

The study reveals that 64% of South African travelers have embraced lux-scaping, which is higher than the average of 59% in the EMEA (Europe, Middle East, and Africa) region. This trend is particularly popular among younger travelers, with 74% of Gen Z and 67% of Millennials choosing to indulge in a bit of luxury before or after their holiday activities.

Lux-scaping offers a range of benefits, including a chance to relax and unwind before diving into the next leg of the journey. Travelers cite the ability to “get into the holiday mindset” (49%) and return home feeling refreshed (46%) as two of the main reasons they love this approach. Additionally, many see it as an opportunity to enjoy a level of luxury they might not be able to afford for the entirety of the trip, allowing them to enjoy the finer things in life—whether it’s a private chef experience, a wine tasting, or a curated adventure activity.

For South Africans, this trend aligns with their growing interest in adding an element of indulgence to their holidays, as they balance the demands of work and leisure.

Passion Pursuits: Travel Built Around What You Love

Another major trend emerging for 2026 is the rise of passion pursuits—vacations that are centered around personal interests such as music, sport, adventure, or cultural experiences. South Africans are increasingly using their holidays as a way to engage with what they love, whether it’s attending a music festival, watching a sports event, or embarking on an adventure like a safari or trek.

The research shows that 73% of South Africans have already taken a passion-driven holiday, which is higher than the EMEA average of 68%. Passion pursuits are particularly popular among younger travelers, with 84% of Gen Z and 76% of Millennials incorporating their personal interests into their travels. The most popular passion pursuits for South Africans include attending music or cultural events (58%), participating in sports (56%), and going on adventurous explorations like safaris (39%).

These passion-led holidays allow travelers to immerse themselves fully in the things they love, offering them the opportunity to deepen their engagement with music, culture, sports, or nature. This trend is a reflection of how travel is becoming more personalized and experience-focused, with people seeking to enrich their lives by pursuing their passions while traveling.

Family-Centered Travel: Together Time Takes Priority

When it comes to travel priorities, South Africans remain strongly family-oriented, with 44% of respondents preferring to travel with family or children over traveling with a partner (35%) or friends (12%). The research reveals that spending time with family and friends is the top travel priority for 53% of South Africans, followed by enjoying great food and drink (48%), treating themselves (40%), and spending time in nature (40%).

This family-first approach to travel is driving the demand for destinations that cater to everyone in the family, whether they’re young children, teens, or adults. South African travelers are increasingly looking for experiences that offer something for everyone, making family travel a central aspect of their journeys. Family-friendly accommodations, activities, and destinations are in high demand, as South Africans prioritize together time over the traditional solo or couples-focused trips of the past.

Sustainability in Travel: A Growing Priority

Sustainability continues to be a key factor in decision-making for South African travelers. The research shows that 76% of South African travelers have looked into the environmental impact of their holidays, and 59% have checked the sustainability credentials of their accommodations before booking—this is the highest proportion in the EMEA region.

As travelers become more conscious of the environmental impact of their trips, they are seeking out eco-friendly destinations, sustainable accommodations, and responsible travel experiences. Whether it’s choosing hotels that implement green practices or selecting activities that support local communities and the environment, South African travelers are prioritizing sustainability in their travel decisions. This growing interest in sustainable travel reflects a broader global trend toward more eco-conscious tourism.

Smart Spending and Savvy Travel Decisions

South Africans are also becoming more financially savvy, making smart travel decisions to maximize their experiences. The study shows that 51% of South African travelers are likely to book a holiday if there is a special price or offer available—this is the highest percentage in the EMEA region. Additionally, 42% of South Africans are influenced by hotel loyalty programs when choosing where to stay, and 27% would book a trip if they could earn loyalty points, demonstrating the importance of rewards and value-added benefits in their travel choices.

This savvy approach to spending is helping South Africans get the most out of their holidays, enabling them to enjoy more trips without compromising on quality. The rise of multi-country itineraries—also known as “country hopping”—is also becoming more popular, with 45% of South Africans saying they will consider visiting multiple countries on one trip in 2026.

Conclusion: South Africa’s Exciting Travel Future

Optimism surrounds the future of travel in South Africa, where the focus is on expanding holidays, increasingly immersive adventures, and a growing emphasis on sustainability, family unity, and personalization. South Africans are redefining their travel patterns for 2026, whether it is by employing AI technology to construct their ideal itinerary, staying at a lavish accommodation enhanced by ‘lux-scaping,’ or pursuing their distinctive travel passions.

South African travelers are entering a new phase characterized by ‘memories focused’ travel—families depart from the ordinary holiday and shift to family-first holidays, passion-driven escapades, increased flexibility in lavish travel, and lower cost, and restricted, cargo travel. The combination of the repositioned South African travel focus and the positive impact of sustainability on travel choice indicates a very positive future for South African travel.

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