The shifting map of EMEA travel

From AI trip planning to eco-minded escapes, travelers are rewriting the rules of exploration, according to new research by Marriott

Travel across Europe, the Middle East, and Africa is entering a new phase, marked by tech-driven planning, a desire for authenticity, and growing environmental awareness. The 2026 EMEA Ticket to Travel Report, based on insights from 22,000 travelers, highlights how preferences are evolving — and how the industry must adapt to meet new expectations.

Key takeaways

• AI becomes mainstream: Half of all travelers now use AI for trip planning, up from 26% two years ago. Younger generations lead adoption, but older travelers are quickly catching up.
• Emerging destinations rise: Lesser-known cities such as Oslo, Muscat, Split, and Zagreb are gaining traction as travelers seek authentic, less commercialized experiences.
• Luxury redefined: “Lux-scaping” — adding a touch of luxury at the start or end of a trip — is growing, especially among younger travelers, who value personalized, experience-based indulgence.
• Passion-led travel: 68% of travelers plan trips around personal interests like culture, sports, or adventure, signaling demand for more niche and customized itineraries.
• Cross-border exploration: Country hopping is on the rise, as travelers seek multi-destination journeys that offer cultural variety within a single trip.
• New accommodation priorities: Cleanliness and price still matter, but solo-friendly (58%) and pet-friendly (47%) stays are becoming major decision factors.
• Sustainability moves center stage: Nearly three-quarters of travelers consider environmental impact when planning, and one-third actively check eco-credentials before booking.
• Industry implications: Travel providers must embrace AI, highlight local authenticity, and integrate sustainability into every stage of the guest journey. Personalization and purpose-driven travel will define competitiveness in 2026 and beyond.

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