Travelers in Europe, the Middle East and Africa (EMEA) are increasingly relying on artificial intelligence (AI) when researching vacations.
A large survey from Marriott Bonvoy of more than 22,000 EMEA travelers found that 50% have used AI to research or plan a trip. This marked a 9% increase from last year, and a 24% increase from 2023. Additionally, 14% of respondents said they use AI “all the time” for travel planning.
“What’s particularly striking is how deeply AI has embedded itself into the travel experience,” said Andrew Watson, chief commercial officer of Marriott International for Europe, the Middle East and Africa.
When it comes to booking travel accommodations through an AI platform, half of surveyed travelers said they would be “comfortable” doing so, while 18% said they would be “uncomfortable.” The survey highlighted differences across regions, with 35% of travelers in Europe saying they’d be comfortable letting AI take the reins compared with 70% across the Middle East.
Trust in AI was up among older travelers (age 55-64) as well, with 29% reporting use of the technology—an uptick from 18% who reported doing so in 2024. However, just 35% of travelers in this age group would be comfortable with AI overseeing the booking process. That percentage fell further among those aged 65 and older (18%).
The survey identified other trends, including an uptick in passion-led travel and “lux-scaping,” where travelers “treat themselves” to luxury experiences for a few days at the beginning or end of a trip.
More travelers are also visiting multiple countries on the same trip, and over half of respondents (52%) said they will “probably or definitely” be country hopping next year.
When choosing accommodations, Marriott found that cleanliness, price and location are still the most important factors for travelers, but they’re now also prioritizing “solo traveler-friendly” and “pet-friendly” stays (58% and 47%, respectively). Sustainability is a factor as well, as 73% of respondents said they consider the environmental impact of their travels “at least some of the time.”
All-inclusive accommodations were the most popular vacation type across regions, as 45% of respondents said they’re planning to take one of these trips next year.