New Marriott Bonvoy Research reveals importance of AI for holiday planning and new trends for 2026
Artificial intelligence has become a core component of trip planning for millions of consumers in EMEA, with half of all travellers in the research (50%) saying they have used AI to plan or research a holiday - this is up from 41% last year and just 26% the year before, showing a strong rise in two years. Almost one in seven (14%) say they use it ‘all the time’ for travel planning.
Those aged 18-24 are most likely to have used it previously (71%), while those aged 25-34 are most likely to use it ‘all the time’ (24%). However, older travellers are using AI too - three in ten (29%) of those aged 55-64 have – up from 18% last year.
Reinforcing the increased familiarity and trust travellers are placing in AI, half (50%) say that in future they would feel ‘comfortable’ booking holiday accommodation through AI platforms. Just 18% say the idea makes them ‘uncomfortable’.
Marriot Bonvoy
24 October 2025
New Marriott Bonvoy Research reveals importance of AI for holiday planning and new trends for 2026
Marriot Bonvoy
Artificial intelligence has become a core component of trip planning for millions of consumers in EMEA, with half of all travellers in the research (50%) saying they have used AI to plan or research a holiday - this is up from 41% last year and just 26% the year before, showing a strong rise in two years. Almost one in seven (14%) say they use it ‘all the time’ for travel planning.
Those aged 18-24 are most likely to have used it previously (71%), while those aged 25-34 are most likely to use it ‘all the time’ (24%). However, older travellers are using AI too - three in ten (29%) of those aged 55-64 have – up from 18% last year.
Reinforcing the increased familiarity and trust travellers are placing in AI, half (50%) say that in future they would feel ‘comfortable’ booking holiday accommodation through AI platforms. Just 18% say the idea makes them ‘uncomfortable’.