Hey, fellow adventurers! Get ready for an exciting year ahead. South African travellers are charging into 2026 with fresh energy, eager to explore the world and our beautiful backyard. We're seeing a fantastic blend of tech, luxury, and passion-driven pursuits shaping how we plan our getaways.
According to the Marriott Bonvoy’s Ticket to Travel study, a global travel report surveying over 22,000 adults, South Africans are expecting to take more holidays this year. This means the leisure landscape is shifting towards more frequent and super-personalised breaks.
Here are the top 5 trends set to shape your South African holiday travel in 2026:
- Lux-Scaping: Elevating every travel experience with premium touches.
- AI-Guided Travel Planning: Using artificial intelligence to streamline and personalise trip itineraries.
- Six Holidays a Year (Aspirational): Aiming for more frequent, shorter breaks, often combining different types of travel.
- Interest-Driven Journeys: Centring holidays around specific hobbies, wellness goals, or lifestyle passions.
- Strategic Domestic & Regional Exploration: Maximising local trips while exploring accessible short-haul destinations.
1. Lux-Scaping: Elevating Every Experience
Lux-Scaping is a travel trend where individuals infuse premium touches into all their trips, regardless of size or destination. Luxury is no longer just about five-star resorts or long-haul international flights. South Africans are increasingly adding those special, indulgent elements even to more modest getaways.
This could mean boutique hotel stays, unique bespoke excursions, indulgent dining experiences, or rejuvenating wellness retreats. It’s all about treating every single holiday, big or small, as a fantastic opportunity for indulgence.
2. AI-Guided Travel Planning Becomes Mainstream
Artificial intelligence has definitely moved past being a novelty; it’s now a trusted companion for many travellers. People are increasingly leaning on AI to plan and supercharge their trips. From crafting detailed itineraries to dishing out personalised recommendations, AI tools are making decision-making smoother and maximizing enjoyment.
Younger generations, especially Gen Z, are leading this digital shift, really embracing AI as their go-to assistant for planning adventures. Samantha Pillay, a director at ekko, a leading South African lifestyle and travel brand, explains, "AI has empowered travellers to develop their itineraries with more confidence and creativity. It simplifies the process and lets people focus on what really matters – finding experiences that match their interests, budgets, and available time."
3. Six Holidays a Year: A New Benchmark (Aspirationally)
The Marriott Bonvoy Ticket to Travel study revealed an exciting statistic: South Africans are planning to take an average of six holidays in 2026! This breakdown includes two domestic, two regional short-haul, and two international long-haul trips. While most employees only have 15 days of annual leave, this figure often reflects aspirational plans rather than guaranteed travel for everyone.
However, travellers are becoming incredibly strategic with their time off. They’re expertly combining weekends, public holidays, and shorter breaks to make travel more achievable. Pillay notes, "With hybrid work becoming routine, short trips – from weekend getaways to regional escapes and even international journeys – are now easier to fit into people’s schedules too."
4. Interest Pursuits Drive Travel Choices
Another defining trend is the rise of interest-driven travel. Holidays are increasingly centered around specific hobbies, wellness pursuits, and unique lifestyle interests. Whether you're passionate about wine, wildlife, or well-being, your holiday can now be tailored perfectly.
Think wine tours in the beautiful Cape Winelands, thrilling wildlife safaris across our national parks, serene yoga retreats, or engaging creative workshops. Your passion can truly become your passport.
5. Strategic Domestic & Regional Exploration
Domestic trips continue to be a top choice for their accessibility and affordability, offering incredible diversity right on our doorstep. Meanwhile, short-haul regional escapes are gaining significant traction. ekko's recent internal data shows a 15% year-on-year increase in bookings for regional getaways. Destinations like Mozambique, Namibia, and Botswana are becoming increasingly popular for quick, enriching breaks.
For those seeking deeper cultural immersion and global experiences, long-haul international journeys still hold strong appeal, especially among affluent travellers.
The Road Ahead: Opportunities & Challenges
As South Africans embrace more frequent, personalised, and luxurious travel experiences, the industry faces an exciting mix of opportunities and challenges.
- Rising Costs: The reality of increasing travel costs may widen the gap between affluent and budget-conscious travellers, making strategic planning even more crucial.
- AI vs. Human Touch: While AI offers incredible convenience, it also prompts questions about whether trips feel truly personal or are primarily shaped by algorithms. Will travellers miss the human element in planning and recommendations?
- Regional Stability: Geopolitical factors will inevitably play a role in shaping the viability and appeal of short-haul regional travel options.
"With more frequent travel and growing use of technology to plan trips in 2026, brands that adapt to these evolving preferences – through tailored experiences and flexible options – will stand out in the market," concludes Samantha Pillay from ekko.
Ready to make your 2026 travel dreams a reality? Visit www.ekko.co.za today to discover just how accessible world-class getaways are with an ekko lifestyle portfolio. Learn how you can turn your shares into stays at 50 luxury local resorts or enjoy up to 50% off over 500,000 hotels worldwide, plus savings on flights, car hire, and tours. Now that’s a 2026 trend worth experiencing for yourself!
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