Two thirds of Saudi Travelers trust AI to plan their holidays – while lux-scaping and passion pursuits are revealed as key travel trends for 2026

• The use of AI to plan and research holidays has now gone mainstream – and 67% would trust it to book holiday accommodation
• Research amongst 2,016 travellers in KSA shows that 83% of travellers plan to go on more or the same amount of holidays in 2026 compared to 2025
• Lux-scaping – travellers booking a luxurious experience, like a spa or luxury hotel, at the start or end of their holidays – identified as a key travel trend for 2026 alongside passion pursuits

Over 80% of travellers from Saudi Arabia intend to go on more or the same amount of holidays in 2026 compared to 2025.This includes 52% who plan to go on an increased number, according to new industry research amongst 2,016 adults in KSA.

Figures from Marriott Bonvoy’s 2026 Ticket to Travel Report suggest continued overall growth in the industry. In 2026, the average traveller is planning 2 domestic holidays within their own country, 2 short-haul breaks (four-hour flight or less) and 1 long-haul trip.

The report also shows that on average people book their holiday 1.6 months in advance in KSA.

Visiting multiple countries (not just destinations) within one trip – will continue to be common for travellers in 2026. 75% say they ‘probably or definitely’ plan to do this next year. Popular international travel destinations for travellers in the KSA include Italy, Switzerland, France, UAE, Austria and Türkiye.

AI goes mainstream in travel planning

Nearly three quarters of travellers (68% in KSA) say they have used AI to plan or research a holiday. Over a fifth (22% in KSA) say they use it ‘all the time’.

ChatGPT is the favoured AI platform for travel planning – used by nearly three quarters (70% in KSA) of those who have previously used AI for this purpose. It is followed by Gemini at 35% and Copilot at 19%.

Reinforcing the increased familiarity and trust travellers are placing in AI, over two-thirds, 67% say that in future, they would feel ‘comfortable’ booking holiday accommodation through AI platforms in KSA. Just 8% say the idea makes them ‘uncomfortable’

The rise of ‘lux-scaping’ holidays

The research identifies a number of emerging or growing travel trends for 2026. Amongst the new trends revealed in this year’s report is ‘lux-scaping – when travellers book a luxurious experience, like a spa or luxury hotel, at the start or end of their trip.

Over 80% of travellers in KSA have previously done this at some point, which is an increase in comparison to 59% across the EMEA region. Additionally, over a third (35% in KSA) have done it in the past 12 months.

Travellers from KSA highlight many benefits of lux-scaping a holiday with over half of those that have done it highlighting that it can help you to ‘relax and get into the holiday mindset’ at the start of a break. Additionally, 43% in KSA also say that a luxury stay at the end of a holiday can help you go home feeling refreshed.

In addition, almost a third (30% in KSA) say it allows you to experience a level of luxury that you may not be able to afford for a longer break.

Passion pursuits are a driver for travel

Passion pursuits – where travellers go on a holiday primarily to follow a passion – was also identified as a key trend. Over three quarters of travellers (79% in KSA) say they have done this previously. While, just over a quarter (27%) typically do this several times a year.

Travelling to watch or play a sport was found to be the passion which travellers are most likely to base a holiday around at 52% in KSA. This is closely followed by going away to explore or do something adventurous, such as a safari or trek, at (52% in KSA). Travelling to see or participate in a music or cultural event was at (39% in KSA).

The need for accommodation to be ‘accommodating’

While customer service (92% in KSA), cleanliness (92% in KSA) and location (90% in KSA) are key aspects of accommodation that travellers say are most important to them, large proportions highlight other elements.

For example, (90% in KSA) now say that it is important that accommodation is ‘family friendly’ and 92% also feel it’s important that accommodation has cuisine/food options on site in KSA.

Almost a third (29% in KSA) of travellers would pay extra for a room location preference and 46% would pay more for a guaranteed early check-in.

Travellers from Saudi Arabia are finding value in travel as almost two fifths (39%) will go ahead and book a holiday if they are able to get a special price. Loyalty is also key with 36% saying that hotel loyalty programmes influence their accommodation choices vs the 32% EMEA average.

Sustainability is an important factor for travellers as 83% in KSA who book their holidays look into the environmental impact of their travel plans.

Sandeep Walia, Chief Operating Officer, Middle East & Luxury, Europe, Middle East & Africa comments: “This incredibly comprehensive report is a very positive news for the travel industry, showing that the number of holidays is set to increase in 2026.

The research also identifies several interesting and growing trends. The use of AI in the planning and researching of holidays has now well and truly gone mainstream. For the first time, nearly three quarters of travellers say they have used AI for this purpose. Not only that, 67% would be willing to use AI to book accommodation in the future.

Lux-scaping will be a popular travel trend next year – something which is particularly strong amongst younger travellers, perhaps allowing them to experience a level of luxury at the start or end of a break, that their budgets may not stretch to for a whole trip.

The research also spotlights just how many holidays are driven by people following their passions – either to watch or take part – with music and culture, sports, safaris, and adventure trips coming out as the most popular.

Travellers are still finding value in travel, and prioritise sustainability, loyalty, and family – which reflects in the travel experiences they seek out.

I am personally excited about a future where travel grows, evolves, and inspires.”