Luxury, passion and AI: these are the top 5 travel trends for 2026

The new "Ticket to Travel" trend report from Marriott Bonvoy is here!

New travel habits for 2026

The latest Marriott Bonvoy trend report "Ticket to Travel 2026" took a close look at the travel behavior of Germans. The result: the desire to travel remains strong.

Germans' desire to travel will remain unbroken in 2026: 77% would like to take as many or even more vacations than in the previous year. On average, four trips are on the calendar - including domestic vacations, short trips and one long-distance trip. But it's not just the number of trips that is remarkable: the new Ticket to Travel 2026 report also shows which desires, values and routines will shape travel behavior in the coming year. Marriott Bonvoy, the customer loyalty program of Marriott International with over 30 hotel brands , is right in the middle of it all - with diverse and tailored offers that address and further develop precisely these trends.

The five most important travel trends at a glance

- Targeted luxury: 46% have already treated themselves to a luxurious stay at the beginning or end of their trip and plan to do so again.

- Interest-based travel: 56% travel for hobbies and passions - among Gen Z even 80%.

- Domestic vacations on the rise: 31% plan their main vacation in Germany; for over 65-year-olds, this figure rises to 40%.

- Artificial intelligence: 34% already use AI tools for travel planning.

- Country hopping: Almost 40% want to combine several countries on one trip in 2026.

1. Targeted luxury

Deliberate time-outs at the beginning or end of a trip

Many travelers make targeted and selective use of luxury. 46% of respondents to the survey stated that they had already booked themselves into luxury accommodation at the beginning or end of their vacation - particularly popular with Generation Z (73%).

The reasons for this:

- Arrive faster: Getting off to a luxurious start makes for a quicker transition into vacation mode.

- Return relaxed: A high-quality end to the trip makes many people feel particularly regenerated.

- Comfort in a small format: Experience exclusivity that would otherwise be unaffordable on longer luxury trips.

"Luxury doesn't have to be long, but well-placed," says Stefan Kühr , Regional Vice President, Germany, Austria & Switzerland, Marriott International. "Whether as a wellness weekend, culinary getaway or urban retreat - our diverse hotels offer exactly this kind of exclusive start or finish."

2. interest-based travel

Holidays revolving around music, sport, cuisine & co.

56% of Germans have already taken a trip to pursue a hobby. Strikingly, the figure is 61% for men and 51% for women. At 80%, Gen Z is the absolute frontrunner when it comes to combining vacation and passion.

A suitable offer for this target group is Marriott Bonvoy Moments - an exclusive component of the Marriott Bonvoy bonus program. Members can use the points they collect to bid for experiences related to music, sport, cuisine and culture worldwide, such as backstage access to concerts, meet & greets with athletes or musicians, cooking classes with renowned chefs or VIP tickets for international events. The loyalty program is not just a booking platform, but a ticket to extraordinary, personal travel experiences.

3rd domestic vacation on the rise

Holidays on the doorstep are becoming increasingly popular

31% plan their main vacation in Germany - a significant increase (in 2025 it was only 23%). This trend is particularly pronounced among older travelers: Among the over-65s, as many as 40% plan to spend their vacation in Germany in the coming year, compared to just 18% of 18 to 24-year-olds. As people get older, the popularity of their home destination increases - an indication of the need for closeness, reliability and familiar experiences.

Stefan Kühr emphasizes: "The growing popularity of domestic travel - especially among older target groups - underlines how important familiar experiences, regional roots and reliable service have become. For Marriott International, this means positioning our hotels in Germany and other European core markets even more strongly as local retreats that combine proximity and quality."





However, if they do want to go to another country, then according to the trend report Spain (17%), Italy (16%), Greece (15%), Austria (15%) and Croatia (12%) are the most popular main travel destinations for Germans in the coming year.

4. Artificial intelligence

Travel companions - with trust and skepticism

Artificial intelligence is no longer a topic of the future, but part of travel planning. 34% of German travelers have already used AI to plan their vacations. As expected, use is particularly pronounced among younger target groups: 70% of 18 to 24-year-olds and 62% of 25 to 34-year-olds have long been using AI-supported tools. However, trust is divided: While 11% of respondents can imagine booking accommodation via AI in the future, 29% still feel uncomfortable doing so.

5. country hopping

Several countries in one trip

"Country hopping" - traveling through several countries in one trip - is becoming increasingly popular in 2026. Almost two fifths of German travelers are seriously considering this form of vacation. Especially in Europe, where different destinations can be easily combined, the desire for variety and flexibility is growing - without the need for long flights.

The younger generations in particular are driving this trend: 28% of 18 to 24-year-olds and 22% of 25 to 34-year-olds are planning to visit several countries on one trip in the coming year. A clear sign of changing travel habits and the desire for individual, varied experiences.

"The trend towards country hopping clearly shows how crucial a broad geographical presence and diverse accommodation offers have become. With our portfolio in both cities and vacation regions, we enable travelers to design their route flexibly - whether a city trip combination of Vienna and Budapest or a beach vacation in Croatia with a stopover in Italy," says Kühr.

Travel in 2026 will be more personal, diverse and digital

The new trends clearly show that vacations will remain a central part of life - as a balance, as an expression of personality and as a space for conscious enjoyment.

"Our job is not just to provide rooms," says Marriott International Regional Vice President Kühr. "We create spaces for experiences, for relaxation, for inspiration. The trends show: People want more than just to travel - they want to rediscover themselves. And we accompany them on their journey."

The study is based on a comprehensive survey of 22,266 adults in eleven EMEA markets; 2,041 people took part in Germany. The results clearly show that the travel industry can look to the future with optimism - and providers must adapt to demanding, diverse vacation wishes.

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