AI use has surged among European travellers

Research reveals a shift in attitudes across the industry

The adoption of artificial intelligence (AI) among travellers is surging and sustainability remains one of the top motivators for European globetrotters, a new report shows.

MMGY’s latest Portrait of European Travellers report examines adult travellers from the UK, France, Germany, Italy and Spain and highlights notable travel trends.

The report reveals that demand for travel remains strong, with European travellers planning to take an average of 2.9 international holidays in the next two years. Of these, Gen Zers and Millennials plan to take more trips than any other generation.

The data indicates that sustainability is a key driver, particularly amongst Gen Z, with 33% of them willing to pay an extra €100 (US$109) per flight to reduce their carbon footprint, compared to 27% of all European travellers.

Additionally, while Europe remains the most popular destination overall – with Italy, Spain and Greece seeing the most interest – the US’s growing appeal signals a potential shift in long-haul travel preferences.

"Our research reveals a robust appetite for travel amongst Europeans in 2024, with spending intentions surpassing those of the past two years," said Caroline Moultrie, MMGY Global President, EMEA. 

"British travellers, in particular, are leading the charge – showing the highest propensity for both travel expenditure and frequency of trips in the coming year. 

“This surge in British travel enthusiasm not only underscores the market's pivotal role as we look towards 2025 and beyond but also hints at a significant impact on key destinations. 

Moreover, the ease with which travellers are embracing new technologies and sustainable practices is a defining indicator of how people are searching for inspiration and what motivates them to book.”

Key findings from the 2024 Portrait of European Travellers study include:

Social media and AI: It is at the forefront of travel planning for Europeans. AI usage continues to grow year over year, with Gen Zers in particular utilising the likes of ChatGPT for planning travel itineraries and providing holiday inspiration. YouTube ranks at the top of the list of the most popular social networks, with Instagram a close second for generating travel inspiration. 

Sustainability: Environmental concerns continue to influence travel planning across all markets, with 27% of European travellers indicating they would be willing to pay extra to reduce their carbon footprint. Spanish travellers were the most likely to avoid a destination or transport option if it lacked a commitment to sustainable practices, with 36% stating they had done so compared to 29% of all European travellers. 

Destination Interest: The US was the only destination to show a year-over-year increase in travel intent, ranked alongside 11 of the most popular places around the world to visit. Europe remains the most popular destination overall. 

Business and Leisure Travel: Seventy per cent of European travellers would extend international business trips for leisure, with British and German travellers being the most likely to do so. 

For more information, visit store.mmgyintel.com