Marriott Reveals How We Will Travel in 2026
The latest Marriott Bonvoy report, “Ticket to Travel 2026,” highlights three major trends that will shape next year’s travel: passion-driven trips, adding luxury elements to holidays, and the growing role of artificial intelligence in planning vacations. The study surveyed more than 22,000 adults across eleven countries in Europe, the Middle East and Africa. The findings show that Polish travellers stand out in their interest in local culture and in combining trips with personal passions.
Passion-driven travel becomes the new norm
The report shows that travelling is increasingly seen as a way to pursue interests rather than just rest. Sixty-eight percent of respondents have taken at least one trip primarily motivated by a passion — attending a concert, a sports event or a themed course.
Over the last three years, 39 percent went on an adventure trip such as trekking or safari. Another 31 percent travelled for sports, and 30 percent for music or cultural events.
In Poland the trend is equally strong: 66 percent have travelled at least once to develop a hobby, and one third does so every year.
A touch of luxury increasingly enhances holidays
The “lux-scaping” trend shows that travellers are adding luxury accents to their itineraries. In Poland, 44 percent have chosen such an option — for example, staying in a five-star hotel or spending a weekend in a spa before or after the main trip.
For 37 percent, it helps set the holiday mood right from the start; for another 37 percent, it allows them to return home better rested.
For Polish travellers, luxury is less about extravagance and more about comfort and a moment to unwind.
Artificial intelligence becomes a daily travel tool
Half of all respondents used AI tools such as ChatGPT, Gemini or Copilot to plan trips or look for inspiration. Fourteen percent use them regularly.
In Poland, 35 percent have already tried such tools, and 38 percent would feel comfortable booking accommodation through an AI-based platform.
Across the region, 22 percent would entrust the entire booking process to AI, while 28 percent would rely on its recommendations while retaining final control.
Poles strongly prefer local experiences
Polish respondents stand out in their interest in local attractions and culture. For 50 percent, exploring the destination is the key element of a holiday — far above the regional average of 31 percent.
What matters most when choosing accommodation
Cleanliness remains the top priority (89 percent), followed by price (88 percent) and location (87 percent). Guests also value reviews (83 percent), food quality and service (82–86 percent).
Sustainability is gaining importance (64 percent), as well as suitability for solo travellers (58 percent) and families (72 percent).
Europe remains the favourite holiday destination
Fifty-five percent of respondents from EMEA plan a longer holiday in Europe. Top destinations include Italy, Spain, France, Greece and Germany.
Polish travellers most often choose Poland (32 percent), Croatia (23 percent) and Italy (20 percent), guided by comfort, weather and cuisine.
Methodology
The report is based on a survey conducted in July 2025 among more than 22,000 adults across eleven countries, with a representative sample in each.
