SA families rein in holiday spend

S OUTH African families are not giving up on holidays in 2026 – but they are becoming far more strategic about how, when and where they travel. According to experts, economic pressures are influencing booking decisions and getting value for money has overtaken the need for luxury. Travellers are choosing holidays that offer more inclusions, they are being careful to protect their budgets and, in many cases, booking further ahead to secure better prices. According to Shirley-Ann Henry, Regional Manager at Flight Centre South Africa, the most significant shift is in how families are approaching the planning process. Value “Value has become the dominant lens through which every decision is made – and I don’t mean cheap. I mean intentional,” she said. “Families are interrogating every line item in a way they simply weren’t two or three years ago. “They’re asking harder questions before they book and they’re much more willing to make strategic trade-offs to protect the trip rather than cancel it altogether. For example, downgrading from all- inclusive to half-board or shifting travel dates by as little as a week or two to unlock savings that can be as significant as R20 000 per family.” Other agencies agree that clients have more focus on value this year. Wendy Schulze, CEO of Thompsons for Travel, said many South African families have reduced the number of holidays they take each year. “We are finding that a family that historically went away more than once a year is now saving and only travelling once a year. They are doing small local breakaways and one bigger trip instead of multiple trips.” She added that families are looking for good deals with many inclusions such as day trips, meals, etc. “Passengers are more conscious about cancellation charges should they not be able to travel and they are thinking twice before travelling,” said Schulze. Inge Kruger, owner of Sure Kloof Travel, said affordability has become central to holiday planning. “Families are definitely paying attention to lower total trip costs because of the cost of living in South Africa. They are planning in advance and choosing experiences over luxury for sure. They are also choosing self-catering, family-friendly accommodation.” Destinations Kruger said Greece, Portugal and Montenegro are currently favourites. Mauritius continues to perform strongly, although families are increasingly opting for half-board over all- inclusive and four-star over five-star, according to Henry. Zanzibar is also attracting growing interest because of its affordability, while Mozambique is making a comeback, with strong demand for the December holidays already evident. Asia is emerging as another bright spot – Henry said Vietnam is gaining popularity among families with teenagers. “It’s affordable and gaining visibility through social media in a way that’s translating into real bookings. Japan is also trending, especially for travel-savvy families with older children who are comfortable with self-guided itineraries.” Cruising is generating strong inquiries, particularly for December and the New Year. “The all-inclusive meals structure is a significant draw for value-conscious families right now as it removes the daily spending anxiety that comes with other holiday formats,” Henry said. According to Henry, there is a rise in interest in stopover- as-destination. “Families travelling via Istanbul on Turkish Airlines or through Singapore are increasingly building in one or two nights rather than treating the connection as dead time. It’s a smart way to see another country without the cost of a separate trip.” Lost appeal Some traditional favourites are at a low ebb in the local market. Henry said Thailand is seeing a slowdown for two reasons. “The first is the overtourism perception – it’s seen as very crowded, which puts families off. The second is more practical: accommodation in Thailand is typically bed-and-breakfast only, which means daily expenses for meals and activities are unplanned and add up quickly. For a value-conscious family, that unpredictability is uncomfortable.” Regionally, Botswana has a reputation for being expensive. “That perception hasn’t changed, and until it does, it’s going to remain a harder sell for family travel specifically,” Henry said. Schulze said enquiries for the US had dropped sharply. “Disney in the US, which has historically been very popular, has struggled due to the visa situation, costs and uncertainty, so enquiries have been at an all-time low.” Europe has also softened for Thompsons’ family market this year, with travellers favouring destinations closer to home. Local opportunities All three experts said domestic travel continued to perform strongly. “Domestically, the Garden Route remains a strong option and Sun City is still very much a bucket-list experience for many South African families who haven’t done it yet,” said Henry. Regardless, Henry believes the trade needs to be more confident in recommending local products. “And not as a consolation prize, but as an excellent option in its own right. The Oyster Box in Durban for a honeymoon couple on a budget delivers a luxury beachside experience that competes with international offerings.” However, she sees a recurring pattern. “Families often research domestic options, see the cost and then compare directly against an island holiday. The gap is often smaller than they expected, which pushes some back towards international.” She believes families which plan ahead will continue to secure the best value. “That’s always been true, but the gap is wider now than it has ever been.” Schulze said families now want to travel shorter distances. South African families are looking for adventure and time to relax. Sightseeing, beaches and value-adds are often determining where they go. Kruger added that she can see that locals want more short breakaway local holidays to the bush or countryside.