A new report from Marriott Bonvoy reveals a significant shift in how travellers from the UAE and Saudi Arabia plan and book their trips, with a remarkable two-thirds expressing trust in artificial intelligence to handle their accommodation bookings. The “2026 Ticket to Travel Report” highlights a growing confidence in technology and outlines emerging travel behaviours, indicating a robust outlook for the region’s tourism sector.
AI Becomes Mainstream in Regional Travel Planning
The adoption of AI in travel has moved from a niche novelty to a mainstream tool for a majority of travellers in the Gulf. The report found that nearly three-quarters (72%) of travellers from the UAE and Saudi Arabia have used AI to plan or research a holiday, with 23% using it “all the time.”
ChatGPT is the dominant platform, used by 76% of those who leverage AI for travel planning. This is followed by Google’s Gemini (38%) and Microsoft’s Copilot (21%). This widespread adoption underscores a growing familiarity and trust, with 69% of respondents stating they would feel comfortable booking holiday accommodation through AI platforms in the future, while only 9% expressed discomfort with the idea.
The Rise of Lux-Scaping and Passion Pursuits
The research also identified several key trends for 2026, including ‘lux-scaping’—the practice of booking a luxurious experience, such as a high-end hotel or spa, at the beginning or end of a trip. Over 80% of travellers from the UAE and KSA have engaged in this trend, significantly higher than the 59% average across the broader EMEA region. Key motivators include relaxing into a holiday mindset and returning home feeling refreshed.
Passion pursuits are another major driver for travel, with 82% of regional travellers having taken a holiday primarily to follow a passion. The most popular passion-based trips revolve around sports (52%), adventure activities like safaris or treks (48%), and music or cultural events (43%).
Evolving Traveller Expectations and Priorities
Beyond technology, the report sheds light on the core priorities for UAE and Saudi travellers when selecting accommodation. While essentials like customer service (88%), cleanliness (87%), and location (85%) remain paramount, other factors are gaining importance. A significant 87% of travellers now consider it important that accommodation is ‘family-friendly’ and has on-site food and beverage options.
The data also reveals a willingness to pay for convenience and preference, with 41% prepared to pay more for a guaranteed early check-in. Loyalty also plays a crucial role, as 39% of travellers in the region state that hotel loyalty programs influence their accommodation choices, compared to the 32% EMEA average. Furthermore, sustainability remains a key consideration, with 83% of travellers looking into the environmental impact of their travel plans.
Sandeep Walia, Chief Operating Officer for the Middle East at Marriott International, commented on the findings: “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.”
About Marriott Bonvoy
Marriott Bonvoy is the award-winning travel program and marketplace from Marriott International. It offers a portfolio of over 30 hotel brands and provides members with exclusive benefits, including points earning and redemption opportunities for hotel stays, co-branded credit cards, and access to unique experiences through Marriott Bonvoy Moments.
Source: Zawya
