South Africans are entering 2026 with renewed energy for exploration, blending technology, luxury, and passion-driven pursuits into their holiday plans. With travellers expecting to take more holidays this year, research by Marriott Bonvoy’s Ticket to Travel, shows that the landscape of leisure is shifting toward breaks that are more frequent and more personalized.
“Travel is no longer seen as a once-a-year escape,” says Samantha Pillay, a director at ekko. “Instead of one big annual holiday, many holidaymakers are spreading their time and spend across the year, mixing local, regional, and international trips, as can be seen from trends amongst our clients.
Lux-Scaping: The New Standard
Luxury has officially left the five-star resort bubble. “Lux-scaping” is the art of injecting premium touches into every journey. Whether it’s a boutique stay in the Karoo or a bespoke dinner in Maputo, South Africans are prioritizing high-end experiences over basic itineraries. If it’s not indulgent, it’s not on the list.
AI: The Ultimate Co-Pilot
Planning is no longer a chore. Led by Gen Z, travelers are leveraging AI to design hyper-personalized itineraries. “AI lets people focus on what really matters, finding experiences that match their vibe and budget,” says Pillay. From hidden-gem recommendations to seamless logistics, the algorithm is the new travel agent.
The “6-Trip” Ambition
South Africans are aiming for six holidays this year: two domestic, two regional, and two international. While 15 days of annual leave makes this a challenge, the “work-from-anywhere” culture and strategic use of public holidays have made the “mini-break” the ultimate hack for the modern professional.
Passion-Led Pursuits
Travel is now a reflection of identity. We’re seeing a surge in interest-driven trips:
- Wellness: Yoga retreats and forest bathing.
- Culture: Immersion in regional hubs like Namibia and Botswana.
- Lifestyle: Cape wine tours and creative workshops.
The Bottom Line
As costs rise, the gap between budget and bespoke will widen. The winners in 2026 will be the brands that can balance high-tech AI efficiency with that irreplaceable human touch.
