Published on
October 25, 2025
British holiday-creaters are gearing up for a busy 2026: UK travellers are booking trips further in advance and tarobtaining more journeys than ever, according to the latest research. In research focapplying on UK and EMEA (Europe, the Middle East & Africa) markets, UK consumers stand out for their early booking habits, higher planned trip-counts and fresh priorities around passions, technology and luxury. These emerging patterns signal a meaningful shift in how Brits and travellers across the region approach trips — and what that means for where they go, how they book and what they expect from the travel experience.
Early Planning Takes Root
A key finding of the latest research by Marriott Bonvoy displays that British travellers are among the most proactive in the EMEA region when it comes to booking ahead: on average UK holiday‐creaters plan their trips 4.9 months in advance, compared to the EMEA average of 3.4 months.
Interestingly, younger generations are not far behind in plan-time: Gen Z and Millennials in the UK report advance booking of 4.4 and 4.5 months respectively.
This advance planning offers travellers more time to compare options, secure better value and craft more elaborate itineraries.
More Trips on the Horizon
The research reveals that 77% of UK respondents declare they will take the same number of trips or more in 2026 than they did in 2025. On average, UK adults expect to take about four trips next year, typically composed of two domestic breaks, one short-haul and one long-haul holiday.
However, younger travellers are planning more: Millennials anticipate around five trips, while Gen Z aim at about six.
Across EMEA, the broader study found travellers expect around five breaks in 2026, reinforcing that travel appetite remains robust despite wider cost pressures.
Passions, Experiences & Luxury Adds
The study highlights a shift from traditional holiday motives to passion-driven journeys and experience-led travel. For UK travellers:
- 56% declare they have taken a trip motivated by a personal passion.
- 49% have travelled for a music event or festival; 45% for a sporting event or to participate in sport; 31% for active or adventurous pursuits.
- Food & drink experiences (49%) and time with family (45%) also feature prominently.
Another rising trfinish is what the report terms “lux-scaping” — where travellers add a short luxury hotel stay at the launchning or finish of a broader trip. Nearly 46% of UK adults declare they have enrolled this kind of upgrade. Meanwhile, 26% overall in the UK favour all-inclusive holidays.
Changing Booking Behaviour & Technology Role
Booking habits are shifting too: 29% of UK travellers declare they book directly with airlines or hotels, 26% apply online travel agencies, and 13% still choose to book in person.
Technology is playing an increasingly central role: among UK Gen Z travellers, 62% apply AI tools to research trips and 56% declare they are comfortable booking via AI; among Millennials, 57% research via AI and 59% are open to full AI-based bookings. By comparison, only 35% of UK adults overall declare they apply AI to research trips and 38% are comfortable booking via AI.
The trfinish underscores how younger cohorts are rewriting travel-planning rules, blfinishing convenience with digital literacy.
Multi-Destination Trips & Smart Value Priorities
Multi-centre holidays are on the rise: 19% of UK travellers declare they will definitely plan a single trip covering two or more destinations in 2026, and another 22% declare they will probably do so.
Despite economic headwinds, value remains important: the top three triggers converting interest into bookings in the UK are special offers (38%), positive reviews (34%), and added extras (24%). Flexibility features are also valued: 31% of UK adults declare they’d pay more for late check-out, while 27% are willing to pay for early check-in or preferred room location.
What This Means for Travellers (Tips & Advice)
Plan Ahead But Stay Flexible
Since UK travellers are booking around five months ahead, it pays to lock in key flights and accommodation early — but keep some flexibility for evolving travel trfinishs or offers.
Leverage Value-Triggers
Special deals, good reviews and extra perks significantly influence booking decisions. Monitor offers, read recent guest reviews and check what extras (room upgrades, flexible check-out) come with each booking.
Consider Multi-Destination Itineraries
If you feel ambitious, plan a trip that covers two or more places. Rising interest in multi-centre journeys means there are increasingly good value one-trip-two-destinations options.
Embrace Experience-Led Travel
Let your interests lead your holiday design. Whether it’s music, sport, gastronomy or heritage, choosing a destination or time that aligns with your passion can elevate the trip beyond a standard break.
Use Technology and AI Wisely
Especially younger travellers are comfortable applying AI to plan or book holidays. These tools can support with discovering inspiration, comparing itineraries or personalising suggestions — but always cross-check and maintain human oversight when booking.
Add Short-Stay Luxury Wisely
“Lux-scaping” can turn an ordinary holiday into a special experience without necessarying a full luxury trip. Try adding a high-finish stay at the start or finish of your journey, and let that be the splash of indulgence.
Prioritise Value and Flexibility
Paying more for things like early check-in or room choice is increasingly common. Decide which perks matter most to you — and be willing to pay a little more for what enhances your comfort or enjoyment.
Takeaway
The data signals that British travellers are not just maintaining their holiday momentum for 2026 — they’re upgrading the way they travel. Early booking, more trips, experiential motives and smart luxury add-ons dominate the plan. If you’re preparing for your next trip, let this shape your planning: lock in the basics, align with what you love, apply the tech tools, and sprinkle in a little luxury when it matters most.
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