UK Leads Europe in AI Adoption for Travel Planning, Study Finds :: Hospitality Trends

A new study from MMGY Travel Intelligence reports that 52% of UK travellers use artificial intelligence tools to plan holidays, up from 40% in 2025. This 12 percentage point increase represents the highest rate of AI adoption for travel planning among the major European markets surveyed, including the UK, France, Germany, Italy, and Spain.

The 2026 Portrait of European Travellers study surveyed travel behaviours and planning trends across these markets. In the UK, ChatGPT was identified as the most commonly used AI platform, with 35% of respondents indicating they had used it for travel planning. The primary use of AI among UK travellers was for generating travel inspiration and ideas, cited by 47% of respondents.

Social media was also found to play a significant role in holiday planning among UK travellers. The study found that 46% of UK respondents said social media platforms influence their holiday decisions, while 32% use these platforms to research and follow destinations. YouTube and Instagram were named as the most influential platforms for travel inspiration.

The research is based on data collected from travellers in the UK, France, Germany, Italy, and Spain, and provides insight into how technology is affecting travel planning and booking trends across Europe. Further details from the study are available through MMGY’s research platform.