Digital convenience shapes UK demand
An Amadeus report describes efficiency as a central concern for British travelers arranging ground transport. It says 96% of UK respondents would share some personal data to bypass a queue and receive a rental car more quickly. Within that group, 56% would provide driver’s license or passport details.
Online channels also play a major role. The research says 61% of UK travelers rent cars and identifies rental company websites as the leading booking channel for those purchases. Respondents also sought online check-in, personalized route suggestions and live disruption notices after arrival. Together, those preferences indicate demand for fewer manual steps and more information during a trip.
Bundled bookings become standard
Bundling appears to be standard behavior among the UK respondents. According to the report, 95% of people booking mobility services also arrange another product alongside car rental. Accommodation is the most commonly selected addition.
The finding suggests many customers do not view car hire as a separate transaction. Instead, they expect transport to connect with lodging and other parts of an itinerary. For booking platforms and rental providers, the practical issue is whether those linked services can be presented with clear prices, terms and support rather than simply placed in one sales process.
AI and data sharing
Across Europe, nearly two in three respondents said they would use an artificial-intelligence assistant able to recommend and book transport. Interest was strongest among business travelers and millennials, according to the report. About half would provide passport or driver’s license information when doing so could save time or eliminate queues.
The findings present data sharing as a practical exchange, but they do not remove questions about security, consent and how long information is retained. The report emphasizes convenience, while the high willingness reported in Britain indicates that providers will need straightforward explanations of what data is required and how it is used.
Sustainability meets price sensitivity
Environmental preferences were evident, although price remained a constraint. Roughly six in ten European respondents said they would pay more for sustainable mobility options, while 34% said they would not. In Britain, respondents expressed interest in electric vehicle rentals and providers carrying verified environmental certifications.
These results point to a gap between interest and purchasing decisions. Availability, charging access and the final rental price may influence whether travelers choose an electric vehicle or another lower-emission option. The survey does not establish how often stated preferences translate into completed bookings.
Persistent problems remain
Despite demand for digital tools, the report found problems throughout the mobility process. It says 91% of European respondents experienced at least one issue. Language barriers affected 32%, high or unexpected costs affected 27%, queues affected 24% and poor information affected 22%.
The UK figure was higher, with 93% reporting at least one challenge. Language difficulties and unpredictable costs were identified as the leading obstacles. The findings suggest that adding apps or automated services will not by itself resolve unclear pricing, communication gaps or delays. Digital systems may improve access, but travelers still require accurate information and consistent service when plans change.
Interpreting the findings
The report draws on responses from thousands of business and leisure travelers worldwide, including hundreds in Europe. The supplied summary does not give a detailed sample size, fieldwork dates or breakdown of UK respondents, so the percentages should be read as survey findings rather than a complete measure of all travelers.
Even with that limitation, the results show a consistent pattern: British respondents valued speed, online control and connected booking services, yet continued to encounter basic operational problems. The central challenge for the mobility sector is therefore not only to introduce new technology, but also to make prices, instructions and support more predictable.
