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84% of Middle East travellers plan 7 holidays in 2026
Regional travellers book later and skip traditional holiday seasons, Marriot Bonvoy survey reveals
Middle East travellers are signalling a robust appetite for travel next year, with more than four in five (84%) planning to take an average of seven holidays in 2026 — two long-haul, two short-haul, and three domestic trips, according to the latest Marriott Bonvoy research.
The survey polled more than 22,000 consumers across the region, including participants from the UAE and Saudi Arabia.
Unlike their European counterparts, UAE and Saudi travellers book closer to departure, that is, within 2.1 months on average.
While summer months (August 23%, July 19%, June 14%) remain popular, demand also spikes in January (15%) and March (14%), reflecting travel around Ramadan and Eid holidays.
Regional travellers are increasingly less bound to the traditional summer holiday season, with flexibility becoming a hallmark of Middle East travel planning.
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Those staying in upscale or luxury hotels favour hotel breaks and all‑inclusive packages, each selected by 44%, while Michelin-star dining, private or in-room meals (32%) are notably high on the priority list when choosing where to stay.
Standout factors remain customer service (88%), cleanliness (87%) and destination food options (87%), overtaking amenities and brand loyalty in importance for regional guests.
Quality time with family and friends ranks first for 42% of UAE and KSA travellers, followed by great food and drinks (34%) and spending time in nature (34%).
Beyond domestic and Oman travel, the bulk of regional outbound trips are expected to be in Europe, with Switzerland, Italy, France, Austria, England, Spain and Turkiye emerging as the favoured destinations for 2026.
Lux-scaping and passion-led travel trends
Multi-destination travel is trending, with more than half (52%) of Middle East travellers planning to visit multiple countries during a single trip.
‘Lux‑scaping’ `– booking a touch of luxury at the beginning or end of a trip – is resonating in the region too, especially with younger generations: four in five (81%) Saudi and UAE holidaymakers have indulged in this trend over the past year, far outpacing the EMEA average.
Notably, 87% of 25–34 year olds and 83% of 18–24 year olds treat themselves to high‑end experiences.
The mirrors Hyatt’s recent analysis showing business travellers extending trips to include leisure time as part of the growing bleisure segment.
Passion-led travel is also gaining ground, with more than four in five regional travellers (68%) saying they have taken holidays driven by personal interests such as culture, music, sport or adventure.
Watching or participating in sports (52%), doing something adventurous like a safari or trek (48%), and seeing or participating in a music event (43%) are the most popular passion pursuits.
These findings mirror Hilton’s recent study revealing that nearly half of UAE travellers plan holidays around sporting events, engaging in an average of 12 activities and attending seven events each year.
UAE and Saudi travellers lead in AI travel use
The report also finds that artificial intelligence (AI) is now embedded in the travel planning process, especially in the region.
Nearly three-quarters (72%) of KSA and UAE adults have already used AI to plan or research a holiday, well above the EMEA average of 50%.
Furthermore, 69% would book accommodation through AI, which is among the highest rates globally.
Younger travellers (18–24) are the most active adopters (71%), but use is rising among older age groups, with 29% of those aged 55–64 reporting experimentation with AI for travel.
Andrew Watson, Chief Commercial Officer, Marriott International – EMEA, said the research suggests that "Gen Z and millennials are reshaping the travel landscape.
“Their enthusiasm for exploration, combined with their tech‑savvy approach to planning and booking, is driving the evolution of travel in exciting new directions.”
For more information, visit marriott.com
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