AI and Sustainability Key Trends Among European Travellers, New Study Shows

With the rising presence and utilisation of AI and its impact on the way society uses technology, it is no surprise that it is at the forefront of travel planning for Europeans.

Key research conducted by MMGY, the authority on European traveller intelligence, unveils a shifting landscape in travel preferences according to its latest release of Portrait of European Travellers™. The use of artificial intelligence (AI) has surged in popularity according to the new report, and sustainability remains one of the top five motivators for European travellers in 2024. This comprehensive research examining adult travellers from the UK, France, Germany, Italy and Spain highlights significant trends across the travel industry.

Demand for travel remains strong, with European travellers planning to take an average of 2.9 international holidays in the next two years. Gen Zers and Millennials plan to take more trips than any other generation during that time.

The data indicates that sustainability is a key driver, particularly amongst Gen Z, with 33% of Gen Z travellers willing to pay an extra £100/€100 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 amongst European travellers – the U.S.’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: With the rising presence and utilisation of AI and its impact on the way society uses technology, it is no surprise that it is at the forefront of travel planning for Europeans. Social media is also playing an impactful role in captivating audiences across various platforms. YouTube ranks at the top of the list of the most popular social networks, with Instagram a close second for generating travel inspiration. In addition, 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. 

• Sustainability: Environmental concerns continue to influence travel planning across all markets, with 27% of European travellers indicating they would be willing to pay an extra £100/€100 per flight 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. Moreover, at 65% Gen Zers are the most influenced by a travel provider’s focus on sustainability compared to 51% of European travellers overall. 

• Destination Interest: The U.S. 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, with respondents showing the most interest in travelling to Italy, Spain and Greece in particular over the next three years. 

• Business and Leisure Travel: Seventy percent of European travellers would extend international business trips for leisure, with British and German travellers being the most likely to do so. The activities available in a destination are the most influential factor when deciding to extend a business trip for leisure.

Featuring these findings and more, the 2024 Portrait of European Travellers™ is now available for purchase or as part of an all-access subscription to MMGY’s new Intel Library. To learn more, visit store.mmgyintel.com.