Recent studies reveal a growing trend among travelers in the UAE and Saudi Arabia, with two-thirds indicating they trust AI to book holidays. This shift towards artificial intelligence in travel planning highlights how technology is revolutionizing the tourism landscape, providing enhanced efficiency and ease for holidaymakers. A report by Marriott Bonvoy sheds light on this trend, illuminating traveler preferences and future travel patterns in 2026.
Rising Trust in AI for Holiday Planning
The 2026 Ticket to Travel Report, surveying over 4,000 adults across the UAE and Saudi Arabia, underscores that 84% of UAE residents and 83% of Saudis plan to maintain or increase their holiday travel next year compared to 2025. This enthusiasm reflects a sustained demand for leisure travel in the region, with over half of the respondents anticipating more frequent trips.
Travel Trends for 2026
The research indicates that the average traveler from the Gulf region is expected to embark on three domestic trips, two short-haul adventures, and two long-haul holidays in 2026, typically booking about two months in advance. Notable international destinations include Italy, Switzerland, France, and Turkiye.
Interestingly, AI-driven travel services have gained significant traction, with 72% of respondents confirming they have utilized AI to research or plan their trips, while 23% reported using AI tools “all the time.” Among these tools, ChatGPT stands out as the most popular platform, followed closely by Google’s Gemini and Microsoft’s Copilot.
Emerging Travel Trends: Lux-Scaping and Passion Pursuits
Marriott Bonvoy’s research identified two notable emerging trends for 2026: “lux-scaping” and “passion pursuits.” The term lux-scaping describes the trend of planning luxurious experiences, such as high-end hotel stays or spa retreats, either at the beginning or end of a trip. Over 80% of surveyed travelers from the UAE and Saudi Arabia have embraced this idea, with almost half emphasizing relaxation and rejuvenation as key benefits.
In addition, passion pursuits focus on travel experiences centered around personal interests like sports, music, or outdoor adventures. Again, over 80% of respondents reported participating in such themed holidays, with sports travel leading as a primary motivation.
Comfort and Sustainability Are Key Priorities
As travelers place increasing importance on comfort, service, and sustainability in their choices of accommodation, cleanliness and customer service have emerged as paramount factors. Additionally, 83% of respondents consider the environmental impact of their travels, suggesting a growing consciousness about sustainability among Gulf travelers.
Sandeep Walia, Chief Operating Officer for the Middle East and Luxury at Marriott International, noted, “The number of holidays is set to increase in 2026. The use of AI in travel planning has gone mainstream, and ‘lux-scaping’ will be a popular trend next year. Travelers are finding value in travel and prioritize sustainability, loyalty, and family, which reflects in the experiences they seek out.” This commitment to leveraging AI for booking holidays signifies a significant shift in how consumers engage with travel planning.