A new report by Marriott reveals that UK holidaymakers plan furthest ahead, with younger generations driving growth through passion-led travel, smart planning tools and a taste for luxury add-ons. Olivia Palamountain reports

British travellers are outpacing their European counterparts when it comes to planning and frequency of travel, according to new research from Marriott.

The Ticket to Travel 2026 report (available to download here) shows that UK holidaymakers are booking trips almost five months in advance - earlier than any other market in Europe, the Middle East and Africa - and intend to travel more often in 2026, with Gen Z and Millennials leading the surge.

On average, UK adults expect to take four trips next year, including two domestic getaways, one short-haul escape and one long-haul journey. However, younger generations are setting a faster pace, with Gen Z predicting six holidays and Millennials five - well above the national average. The data underscores a renewed confidence in leisure travel, with nearly four in five Brits (77%) planning the same number or more trips than in 2025.    When it comes to organisation, British travellers are the region’s most forward-thinking. They typically book 4.9 months in advance, compared with a regional average of 3.4 months. Gen Z and Millennials are only slightly less early, at 4.4 and 4.5 months respectively, but their higher travel frequency and openness to technology make them the market’s most dynamic planners.

AI is also reshaping how people research and book their trips. More than a third (35%) of UK adults now use AI tools to plan travel, rising to 62% among Gen Z and 57% among Millennials. Younger travellers are also the most comfortable booking directly via AI platforms, with more than half (around 58%) saying they would do so, compared to just 38% across the wider population.
The study also highlights a growing trend towards passion-based travel. Nearly half (49%) of UK respondents say they travel for music, 45% for sport, and 31% for adventure, signalling a move away from generic holidays towards purpose-driven experiences. Multi-country trips are also gaining traction, with one in five travellers (19%) confirming plans to visit two or more countries on a single holiday in 2026.Luxury remains an integral part of the British travel mindset. Almost half (46%) of respondents plan to add a premium stay at the start or end of a trip - such as a five-star resort or city hotel - while all-inclusive experiences continue to attract demand, particularly among younger demographics seeking convenience without compromising on quality.Marriott booking data points to a mix of classic and emerging destinations for UK travellers next year, with growing interest in Oslo, Copenhagen, Rabat and Croatia’s coastal cities of Split and Zagreb. Together, these findings suggest that British travellers are becoming more strategic, experiential and digitally empowered in how they plan and enjoy their time away.