Two-thirds of UAE and Saudi travellers trust AI to book holidays – report

Travellers in the United Arab Emirates (UAE) and Saudi Arabia are increasingly turning to artificial intelligence to plan their holidays, with two-thirds saying they would trust AI to book accommodation, according to new research by Marriott Bonvoy.

The 2026 Ticket to Travel Report, which surveyed more than 4,000 adults across the two countries, found that 84 per cent of UAE residents and 83 per cent of Saudis plan to take more or the same number of holidays next year compared with 2025.

Over half of respondents expect to travel more often, signalling sustained demand for leisure and short-haul breaks across the region.

The study suggests that the average Gulf traveller will take three domestic trips, two short-haul breaks, and two long-haul holidays in 2026, booking an average of two months in advance. Italy, Switzerland, France, and Turkiye ranked among the most popular international destinations.

AI-driven planning has now entered the mainstream, with 72 per cent of respondents saying they have already used AI to research or plan a trip, and 23 per cent using it “all the time.” ChatGPT emerged as the most commonly used platform for travel planning, followed by Google’s Gemini and Microsoft’s Copilot.

Marriott Bonvoy’s research also highlights two major emerging travel trends for 2026: “lux-scaping” and “passion pursuits.”

Lux-scaping refers to travellers booking a luxurious experience, such as a stay in a high-end hotel or a spa retreat, at the start or end of their trip. More than 80 per cent of UAE and Saudi travellers said they had tried it, with nearly half citing relaxation and rejuvenation as the main benefits.

Passion pursuits, meanwhile, see travellers plan trips around personal interests such as sport, music, or adventure. Over 80 per cent of respondents said they had taken such holidays before, with sports-related travel emerging as the leading motivator.

Other findings show that Gulf travellers continue to prioritise comfort, service, and sustainability when choosing accommodation. Cleanliness and customer service ranked as the top factors, while 83 per cent said they consider the environmental impact of their trips.

Sandeep Walia, Chief Operating Officer for the Middle East and Luxury, Europe, Middle East & Africa at Marriott International, said: “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. Travellers are finding value in travel and prioritise sustainability, loyalty, and family, which reflects in the experiences they seek out.”