UK Travelers Lead Europe in Using AI and Social Media To Plan Holidays, New Study Reveals
MMGY Travel Intelligence's 2026 study finds 52% of UK travellers use AI for trip planning, up 12 points year-on-year, the fastest growth among five major European markets surveyed.
LONDON, UK – UK travellers are among Europe’s most digitally engaged holiday planners, according to the 2026 Portrait of European Travellers™, a new study from travel market research specialists, MMGY Travel Intelligence. The research examines evolving travel behaviours and planning trends across Europe, including travellers from the UK, France, Germany, Italy and Spain. The findings reveal that more than half (52%) of British travellers now use AI tools to support travel planning, up from 40% in 2025, representing the fastest growth in AI adoption among the major European markets surveyed.
The findings highlight a growing willingness among British travellers to embrace new technologies that enhance the travel planning experience, from discovering destinations to personalising itineraries and making more informed decisions. The survey found that ChatGPT is the most widely used AI platform among UK travellers (35%), with generating travel inspiration and ideas (47%) emerging as the primary use case.
UK travellers are emerging as Europe’s most enthusiastic adopters of artificial intelligence in the travel planning process. AI usage for travel planning has increased by 12 percentage points year-on-year in the UK, the strongest growth among other European markets.
Simon Moriarty, VP, Syndicated Research at MMGY Travel Intelligence
The research study also revealed the growing role of social media in travel planning. Nearly half (46%) of UK travellers say social media platforms influence their holiday decisions, while 32% use them to research and follow destinations. YouTube and Instagram emerged as the most influential platforms for travel inspiration.
Together, these findings point to a major shift in how British consumers discover, plan and engage with travel, with social platforms and AI increasingly influencing destination inspiration and booking behaviour.
Further findings from the Portrait of European Travellers™ study are available through EurekA!, MMGY’s searchable travel research platform. More information can be found at mmgyintel.com.
About MMGY Global
MMGY Global is the world's leading integrated marketing firm specializing in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world's premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit mmgyglobal.com.