Marriott Research Reveals That Half of European Travelers Are Using AI for Holiday Planning, Transforming the Travel Experience

Published on October 27, 2025

The travel landscape across Europe, the Middle East, and Africa (EMEA) is undergoing a remarkable transformation, driven by shifting preferences and emerging trends. This shift has been meticulously captured in the 2026 EMEA Ticket to Travel Report, based on a survey of more than 22,000 adults across 11 key markets in the region. The findings offer a deep dive into the rapidly changing behaviors of travelers, underscoring the increasing role of technology, evolving desires for unique experiences, and an ever-growing focus on sustainability. These changes signal a significant transformation in the global travel industry, urging businesses to adapt in order to meet the new demands and expectations of modern travelers.

The Impact of Artificial Intelligence on Travel Planning

The surge in artificial intelligence (AI) use for trip planning is one of the most significant trends highlighted in the report. A growing number of travelers across the EMEA region are using AI tools to organize their vacations. The proportion of travelers using AI has increased to 50%, up from 41% the previous year and 26% the year before. This surge is particularly pronounced among younger travelers. A striking 71% of individuals aged 18-24 have already used AI for travel planning, while 24% of those aged 25-34 report using AI on a regular basis. Even among older demographics, the adoption of AI is increasing. 29% of individuals aged 55-64 now use AI for organizing their trips, a marked increase from just 18% in the previous year.

This shift is having a profound impact on how travel destinations and accommodation providers engage with travelers. AI is not only enhancing the trip planning process but is also revolutionizing how travelers book their stays. About 50% of respondents expressed comfort with booking accommodations through AI-powered platforms. However, 18% remain cautious, reflecting the fact that while AI is gaining ground, it is still met with some skepticism. These changes indicate that the travel industry must adapt to this technological shift, focusing more on tech-enabled services to cater to modern travelers.

New and Emerging Travel Destinations in EMEA

As EMEA travelers become more adventurous, they are increasingly seeking out non-traditional destinations. Cities like Oslo, Algiers, Muscat, Split, Zagreb, and Copenhagen are gaining traction, expected to attract more visitors in 2026. This represents a broader shift towards more authentic travel experiences. The desire to explore destinations beyond the typical tourist hubs is rising, as travelers seek unique, less commercialized places that offer a more genuine sense of local culture.

This new interest in lesser-known destinations presents a significant opportunity for local businesses and tourism boards. By promoting these cities as hidden gems, they can stimulate local economies and create a more diverse travel market. For businesses in these emerging destinations, adapting their marketing strategies to highlight the unique aspects of their offerings will be crucial in attracting the growing number of travelers seeking alternative experiences.

The Growing Popularity of Lux-Scaping and Personalized Experiences

Lux-scaping is an emerging trend where travelers opt for luxury experiences either at the beginning or end of their trips, and it has been gaining considerable traction. About 20% of travelers reported participating in lux-scaping over the past year, with younger travelers leading the charge. Specifically, 35% of travelers aged 25-34 and 29% of travelers aged 18-24 are particularly keen on incorporating luxury into their travels. This shift reflects a growing demand for personalized and unique luxury experiences, moving away from traditional luxury resorts towards more tailored and specialized offerings.

Moreover, the passion-led travel trend is gaining momentum. According to the report, 68% of travelers now plan their vacations around personal interests such as cultural events, sports, and adventure activities. This trend is particularly evident among Gen Z and Millennials, with more than 80% of Gen Z and 77% of Millennials saying they focus on personal passions when selecting a holiday. The increasing focus on passion-driven travel signals that the industry must evolve to offer more niche and customized travel experiences that reflect these personal interests.

The Rise of Country Hopping

Another significant trend is the rise of country hopping—where travelers visit multiple countries within a single trip. This practice is expected to become more popular in 2026, as travelers increasingly seek multi-destination vacations. The appeal of exploring neighboring countries within one journey allows travelers to experience a variety of cultures, landscapes, and activities without the need for multiple trips. This growing interest in cross-border travel is likely to change how tour operators and destination marketers design travel packages, encouraging more regional itineraries that connect neighboring destinations.

This trend could also lead to an increase in interconnected tourism within the EMEA region, fostering cultural exchange and promoting regional cooperation. As more travelers opt for multi-country journeys, the travel industry will need to create flexible and diverse packages that cater to this new demand for cross-border exploration.

Evolving Preferences in Accommodation

The factors influencing travelers’ accommodation choices are shifting. Cleanliness, price, and location continue to be important, but new preferences are emerging. 58% of travelers now prioritize accommodations that are solo-travel friendly, reflecting a growing interest in personalized travel options. Similarly, 47% of travelers are specifically seeking pet-friendly options, indicating a shift towards more inclusive and family-oriented travel.

Additionally, the demand for all-inclusive travel packages is on the rise. Travelers are increasingly opting for comprehensive packages that include everything from accommodations to activities, offering a more convenient and stress-free experience. This shift away from traditional resort stays, city breaks, and wellness retreats signals a growing desire for convenience and value in the travel experience. Accommodation providers will need to adjust by offering more inclusive and versatile packages that appeal to these changing demands.

Sustainability in Travel: A Growing Priority

Sustainability is becoming an increasingly vital consideration for travelers when making decisions about their trips. The report reveals that nearly three-quarters of travelers now factor in the environmental impact of their holidays when planning. In addition, 32% of respondents actively check the sustainability credentials of their accommodations before booking. This growing focus on eco-conscious travel demonstrates that sustainability is no longer just a passing trend, but an integral part of travelers’ decision-making processes.

The travel industry faces both challenges and opportunities as travelers prioritize sustainability. Tour operators, hotels, and airlines must adapt by adopting greener practices and ensuring that their services align with the expectations of environmentally conscious consumers. Destinations that fail to prioritize sustainable tourism risk alienating a growing segment of travelers who are increasingly focused on reducing their environmental footprint. As the demand for eco-friendly travel continues to grow, the entire industry will need to evolve to meet these expectations.

Implications for the Future of the Travel Industry

The findings of the 2026 EMEA Ticket to Travel Report suggest that the future of the travel industry will be defined by personalization, technology, and sustainability. As AI continues to shape the way travelers plan and book their trips, the travel industry must focus on tech-enabled services that cater to these new demands. The growing interest in luxury experiences, passion-driven travel, and multi-country trips calls for the development of more niche and customized travel offerings.

For destinations, the emphasis should be on showcasing unique, local experiences that cater to specific traveler interests. Cities like Oslo, Algiers, Muscat, Split, Zagreb, and Copenhagen are expected to benefit from this trend, offering fresh alternatives to more traditional tourist spots. Accommodation providers will also need to adjust by offering solo-travel friendly, pet-friendly, and sustainable options, along with all-inclusive packages that offer convenience and value.

Ultimately, the EMEA region’s travel market is evolving towards a more dynamic, personalized, and sustainable future. The travel industry must adapt to these changing expectations by offering tailored experiences that meet the desires of modern travelers. As AI plays a more significant role in trip planning, the demand for unique and sustainable travel experiences will continue to reshape how businesses in the travel industry engage with their customers.

As these trends gain momentum, it is clear that the future of travel in the EMEA region will be defined by innovation, technology, and a growing emphasis on sustainability and personalization. Travel businesses must act swiftly to stay relevant in this rapidly changing landscape.

Source: Hotel Management Network