‘Travel Maxxing’ takes off in UAE as younger generations chase more experiences abroad
Air links and infrastructure unlock seamless multi-country itineraries
DUBAI – UAE travellers are increasingly adopting a new travel behaviour known as “Travel Maxxing”, where journeys are planned to maximise value, flexibility and experiences across multiple destinations instead of focusing on a single location.
The trend reflects a wider shift in how people approach holidays, with Millennials and Gen Z travellers prioritising frequent escapes, cultural exploration and multi-stop itineraries. New insights highlight how travel is becoming a more continuous lifestyle choice, supported by stronger regional connectivity and changing spending habits.
Travel Maxxing
The growing popularity of Travel Maxxing is particularly evident among younger travellers, who are reshaping traditional holiday patterns by combining several destinations within one trip. Globally, 48% of Gen Z travellers said they visited multiple countries during their last journey, showing a clear preference for broader experiences and more efficient use of travel time. This behaviour is also influencing outbound travel patterns from the UAE, where access to nearby regions and international connections makes multi-destination trips increasingly achievable.
Younger travellers are also placing greater importance on travel as a regular priority. According to the insights, 40% of travellers plan to increase their travel spending in 2026, while 74% of Millennials and Gen Z respondents consider travel a “non-negotiable” expense. Rather than concentrating budgets on one major annual holiday, many travellers are choosing shorter, more frequent trips that allow them to explore more destinations while managing time and costs.
The UAE’s position as a major aviation hub linking Europe, Asia and Africa is helping accelerate the Travel Maxxing trend by making extended journeys, stopovers and regional combinations easier to plan. Travellers can increasingly connect multiple destinations within one itinerary, taking advantage of convenient flight networks and shorter travel times between key locations.
The country’s continued investment in transport infrastructure is also supporting this evolving travel pattern. Developments linked to national rail connectivity and smoother domestic movement are expected to strengthen travel accessibility, benefiting both international visitors and residents planning regional journeys.
As travel becomes more experience-focused, the journey itself is becoming a series of connected moments rather than a single booking. Spending now takes place across multiple destinations, currencies and touchpoints, including airports, accommodation, dining, retail and travel experiences.
Spending shift
This change is creating new opportunities for businesses across the travel ecosystem, as consumers seek services that provide greater convenience, comfort and flexibility throughout their journeys. Travel-related spending continues to contribute significantly to transaction activity and revenue growth, with travellers increasingly looking for benefits that enhance every stage of their trip.
Airport experiences are also becoming an important part of the journey. The insights found that 75% of Millennials and Gen Z travellers plan to arrive at airports early to access lounge facilities and other amenities, highlighting growing demand for comfort and premium experiences before departure.
Todd Handcock, Global Chief Commercial Officer at Collinson International, said: “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.
“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.”
Travel experiences
The rise of Travel Maxxing reflects how modern travellers are seeking more value from every part of their journey, from planning and transportation to airport facilities and destination experiences. The trend is encouraging brands to create more connected services that support travellers across different stages and locations.
Priority Pass, the airport experiences programme owned and operated by Collinson International, provides access to more than 1,800 airport lounges and travel experiences across 841 airports in 146 countries. Its offerings include premium airport facilities such as lounges, spas, sleeping pods and dining options designed to enhance the overall travel experience.
Collinson International is part of The Collinson Group, a family-owned business established more than 35 years ago. The group operates through five companies, generating a combined annual revenue of £1.9 billion and employing more than 2,000 people across 19 countries.