The latest research from Marriott Bonvoy revealed that travelers are becoming increasingly reliant on artificial intelligence and technology when it comes to travel planning.
In its 2026 EMEA Ticket to Travel Report, which surveyed more than 22,000 adults across 11 key travel markets in Europe, the Middle East and Africa, found that tech-enabled travel planning was becoming increasingly prominent among travelers.
“What’s particularly striking is how deeply AI has embedded itself into the travel experience,” said Andrew Watson, Chief Commercial Officer, Marriott International - Europe, Middle East & Africa. “More than half of surveyed travellers in EMEA have already used AI to plan or research holidays, and 50% say they’re open to using it to book accommodation in the future.”
This marks a dramatic increase from 41% last year and 26% two years ago. The adoption is particularly strong among younger generations, with 71% of travelers aged 18-24 using AI "all the time" for trip planning.
Those aged 18-24 are most likely to have used AI previously (71%), while those aged 25-34 are most likely to use it ‘all the time’ (24%). However, older travelers are using AI too — three in 10 (29%) of those aged 55-64 have use the technology — up from 18% last year.
Marriott Bonvoy isn't the only company that has noticed an uptick in AI-use in travel planning as a recent Phocuswright report referred to its use as a “seismic shift in traveler behavior.”
The survey also included other travel trends popular among EMEA travelers, noting that interest in all-inclusive resorts was growing and that travelers were increasingly looking for accommodations that were good for solo travelers.
The survey revealed that 58% now say that it is important that accommodation is “solo traveler-friendly” and nearly half (47%) feel it’s important that accommodation is “pet-friendly.”
While these sentiments were revealed by travelers in the EMEA region, they seem to follow global trends.
“Ultimately, this research suggests that Gen Z and millennials are reshaping the travel landscape,” said Watson. “Their enthusiasm for exploration, combined with their tech-savvy approach to planning and booking, is driving the evolution of travel in exciting new directions.”
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