“South Africans are planning more holidays in 2026, with luxury “lux-scaping” experiences becoming mainstream alongside AI-powered trip planning. Passion-led travel, from music festivals to safaris, is reshaping the country’s tourism landscape.”
Rising Demand for Luxury Travel
South Africa’s tourism industry is entering a transformative phase in 2026. According to Marriott Bonvoy’s Ticket to Travel report, South Africans plan an average of six holidays this year—two domestic, two short-haul, and two long-haul. This surge reflects both rising disposable incomes and evolving consumer preferences.
AI-Powered Travel Planning
Artificial intelligence has become a mainstream tool for trip planning. Nearly half of South African travelers (49%) have used AI to plan or research trips, with Gen Z and Millennials leading adoption. Confidence in AI platforms is growing, with 59% of travelers comfortable booking accommodation via AI assistants. This shift is reshaping how luxury travel is curated, offering personalized itineraries and seamless booking experiences.
Lux-Scaping: The New Luxury Trend
The standout trend is “lux-scaping”—adding a luxury element such as a spa retreat or five-star hotel stay to a regular holiday. Two-thirds (64%) of South Africans have already tried lux-scaping, surpassing the EMEA average. Travelers say it helps them relax into holiday mode (49%), return refreshed (46%), and enjoy indulgence without the full cost of a luxury trip. Gen Z (74%) and Millennials (67%) are the strongest adopters.
Passion-Led Travel Experiences
Luxury travel is no longer just about opulence—it’s about purpose. Over 73% of South Africans have taken passion-led holidays, such as attending music festivals, sports events, or adventure safaris. Popular pursuits include:
- Music & cultural festivals (58%)
- Sports travel (56%)
- Safari or trekking adventures (39%)
This trend highlights how luxury is increasingly defined by experiences rather than material indulgence.
Sustainability and Luxury
Sustainability is shaping luxury travel decisions. South Africans are increasingly conscious of eco-friendly accommodations, ethical wildlife tourism, and carbon-neutral travel options. Luxury safari lodges and Cape Town’s premium hotels are adapting by offering green-certified stays, renewable energy use, and conservation-focused experiences.
Industry Impact
The rise of lux-scaping and passion-led travel is reshaping South Africa’s hospitality sector. Hotels, resorts, and safari lodges are diversifying offerings to include short luxury add-ons, wellness retreats, and curated cultural packages. This creates opportunities for both domestic tourism and international inbound travel.
Outlook for 2026
With outbound luxury spending projected to grow across Africa, South Africa is positioning itself as both a luxury destination and a hub for affluent travelers. The blending of AI, lux-scaping, and passion pursuits signals a new era where luxury travel is accessible, personalized, and purpose-driven.
