Half of European Travelers Now Use AI for Trip Planning: Marriott Study
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.
