A new Marriott Bonvoy study reports that AI is playing a significant role in how people in Europe, the Middle East and Africa (EMEA) plan their trips.
Marriott Bonvoy’s 2026 EMEA Ticket to Travel Report was conducted by Mortar and involved more than 22,000 adults across 11 key markets.
The research offers detailed insights into the preferences and behaviours of travellers in the EMEA region, highlighting key factors influencing their decisions for 2026.
The research finds that half of travellers surveyed have used AI to organise or research their holidays.
This is an increase from 41% last year and 26% the previous year. The data indicates that 14% of respondents use AI consistently for travel planning.
Younger adults show higher usage rates, with 71% of people aged 18 to 24 having used AI for travel purposes.
In the group aged 25 to 34 years, 24% report they use it "all the time". Usage among older adults has also grown; 29% of those aged between 55 and 64 years now report using AI for travel planning, up from 18% one year ago.
The study also notes a shift in attitudes towards booking travel with AI systems.
Half of respondents say they would feel comfortable using AI platforms to book holiday accommodation in the future while 18% express discomfort with this idea.
Marriott International EMEA chief commercial officer Andrew Watson said: “Ultimately this research suggests that Gen Z and millennials are reshaping the travel landscape. Their enthusiasm for exploration, combined with their tech-savvy approach to planning and booking, is driving the evolution of travel in exciting new directions.”
The report also found nearly four out of five travellers (79%) in EMEA expect to take the same or a higher number of holidays in 2026 compared with 2025.
The study indicates that the average holidaymaker in the region is planning five trips next year, including two domestic, two short-haul, and one long-haul trip.
Bookings data from Marriott Bonvoy highlights Oslo, Algiers, Muscat, Split, Zagreb and Copenhagen as destinations gaining traction among EMEA travellers for the coming year.
Additionally, the concept known as 'lux-scaping,' where travellers book luxury experiences at the beginning or end of their trip, has seen growing adoption with more than one in five doing so within the last 12 months.
Younger adults show greater participation rates; 35% of those aged 25-34 and 29% aged 18-24 reported lux-scaping over the past year.
Another trend highlighted is passion-led travel. 68% have taken holidays primarily to pursue personal interests such as cultural events (48%), sports participation (47%), or adventure activities (39%).
Among respondents identifying as Gen Z, more than eight out of ten reported pursuing these interest-based trips during the past year; proportions were also high for millennials (77%) and Gen X (63%).
Country hopping — visiting two or more countries on one trip — appears likely to increase among EMEA travellers next year.
Accommodation choices continue to be influenced primarily by cleanliness (89%), price (88%) and location (87%).
Other factors are gaining importance: more than half (58%) consider solo-traveller friendliness essential while nearly half (47%) look for pet-friendly options.
There is also increasing demand for all-inclusive packages; these are favoured above resort stays, city breaks or wellness retreats for travel planned next year.
Almost three-quarters of travellers consider environmental impact when planning holidays, and 32% checked the sustainability credentials of their most recently booked accommodation.
