Travellers in the UAE are increasingly embracing ‘Travel Maxxing’ – planning trips around multiple destinations, stopovers and experiences rather than a single endpoint – according to new insights from a report Collinson International.
The report found that younger travellers are leading the shift towards more frequent and experience-led travel. Globally, almost half (48 per cent) of Gen Z visited multiple countries on their last trip, while 74 per cent of Millennials and Gen Z consider travel a ‘non-negotiable’ expense. Meanwhile, 40 per cent of travellers plan to increase their spending on travel in 2026.
According to the report, travellers are also increasingly opting for shorter-haul and intra-regional trips that maximise time spent in destinations and reduce time in transit.
For brands, the trend is creating more opportunities to engage consumers across airports, hotels, dining, retail and transport touchpoints. As travel itineraries become more complex and experience-led, travel is evolving from a single transaction into a series of connected spending moments across multiple destinations and currencies.
The report suggests that the UAE’s position as a global aviation hub connecting Europe, Asia and Africa is helping to facilitate this behaviour by making it easier for travellers to extend trips, add stopovers and combine destinations within a single itinerary.
The findings also point to growing demand for convenience and experience-driven benefits throughout the journey. Three-quarters (75 per cent) of Millennials and Gen Z said they plan to arrive at the airport early to make use of lounge amenities.
“The term ‘Travel Maxxing’ speaks to a fundamental shift in how younger people travel, with Millennials and Gen Z prioritising more frequent, multi-destination journeys that combine flexibility, cultural immersion and experiences within a single trip; maximising time spent exploring rather than simply travelling,” said Todd Handcock, Global Chief Commercial Officer, Collinson International. “This shift means travel is no longer a single transaction, but a series of connected spending moments across markets and currencies. For financial services providers, this creates a clear opportunity to drive cross-border spend, strengthen top-of-wallet behaviour and build deeper, more consistent engagement with customers throughout the year, particularly through relevant benefits and experiences that support the full travel journey.”
According to the report, travel is increasingly becoming a recurring lifestyle behaviour rather than a once-a-year event, offering brands more frequent opportunities to connect with consumers throughout the year.