UK travellers plan to book earlier and travel more next year, says Marriott

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British travellers are expected to book earlier and take more trips in 2026, according to Marriott Bonvoy’s latest Ticket to Travel report.

The research – which surveyed almost 22,000 consumers across 11 EMEA destinations – revealed that Brits are the region’s earliest holiday planners, booking their trips an average of 4.9 months in advance, compared to the regional average of 3.4 months.

UK travellers also intend to travel more next year, with 77% of respondents planning the same or more trips in 2026 compared to 2025.

The report highlighted that adults expect to take four trips on average, including two domestic breaks as well as one short-haul and one long-haul holiday, while millennial and Gen Z consumers are eyeing even more-frequent travel, intending to book five and six trips each, respectively.

The top reasons cited for converting interest into bookings were special offers (38%), positive reviews (34%) and added extras (24%).

The research also showed that passion pursuits are a top driver of travel decisions with more than half (56%) of respondents planning a trip for that reason.

Among these experiences, nearly half (49%) of Brits said they have travelled for a music event, while 45% cited travelling to watch or participate in sporting events.

This is particularly true among younger consumers, with 20% of 25-34-year-olds saying they take a passion-led trip several times per year.

The trend for multi-centre holidays is also on the rise as 19% of respondents said they would ‘definitely’ plan a single trip to two or more destinations next year, while 22% responded ‘probably’.

Other reasons cited for booking a trip included an interest in food and drink (49%) and spending time with family (45%).

Marriott trends report

When it comes to who Brits are travelling with, partner-only breaks are most popular (44%), followed by family holidays (34%) and trips with friends (9%).

Marriott Bonvoy’s report also highlighted the trend of ‘lux-scaping’ among Brits, with 46% of adults choosing to add a short luxury hotel stay to the start or end of a wider itinerary.

Appetite for all-inclusive holidays also remains, chosen by 26% of UK respondents overall.

Many of those surveyed were willing to pay a higher price-tag for flexibility: 31% said they would spend more for late check-out, 27% for a preferred room location and 27% for early check-in.

The research also revealed an insight into booking behaviours, with 29% of Brits choosing to book directly with airlines or hotels, 26% using online travel agents and 13% preferring to book in person.

Younger travellers, however, are turning towards AI. A total of 62% of Gen Z consumers and 57% millennials said they are using the technology to research trips, compared to 35% overall.

When it comes to booking trips, 56% of Gen Z and 59% of millennials said they would book using AI, versus 38% of UK adults overall.

Speaking about the impact of AI on the travel trade, Marriott International’s vice-president of communications for EMEA, Amalie Craig, said: “There is definitely a need for travel agent expertise, destination knowledge and connections with DMCs in the market. A lot of people want that human reassurance.”

Looking ahead to next year, chief commercial officer for Marriot International EMEA, Andrew Watson, 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.”