Marriott Bonvoy Study Highlights Surge in AI Travel Planning

Marriott Bonvoy’s latest 2026 EMEA Ticket to Travel Report reveals a sharp rise in the use of artificial intelligence for travel planning, signaling a major shift in how travelers across Europe, the Middle East, and Africa (EMEA) approach their trips.

Surveying more than 22,000 adults across 11 key markets, the report found that over half of EMEA travelers have already used AI to plan or research vacations, and 50% are open to using it for booking accommodations in the future. This represents a dramatic increase from 41% last year and just 26% two years ago.

“Younger generations are driving this trend,” said Andrew Watson, Chief Commercial Officer for Marriott International – EMEA. “More than 70% of travelers aged 18–24 use AI ‘all the time’ for trip planning.” Adoption among older travelers is also rising, with 29% of those aged 55–64 using AI this year—up from 18% in 2024.

Marriott Bonvoy’s findings align with broader industry data. A recent Phocuswright report described AI adoption in travel planning as a “seismic shift in traveler behavior.”

The study also identified growing interest in all-inclusive resorts and accommodations suited for solo travelers. About 58% of respondents consider it important that their accommodation is “solo traveler-friendly,” while 47% value pet-friendly options.

Watson noted that Gen Z and millennials are reshaping the travel landscape. “Their passion for exploration, combined with a tech-savvy approach, is transforming how travel is planned, booked, and experienced,” he said.

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