The EY Future Travel Behaviors Observatory, now in its fifth edition, analyzes travel intentions, the factors influencing choices, preferred ancillary services (both free and paid), the inclination towards sustainable options, and behaviors associated with habitual short-distance travel.

More than 5,000 participants from Italy, France, Germany, the United Kingdom and Spain contributed to the study. Our analytical approach combines explicit questions with implicit psychological tests to probe the underlying motivations that influence travel choices. In addition to studying future travel habits and behaviors, the analysis identifies differences in travel choices and preferred destinations among travelers in various countries.

Some key themes that emerged prominently in 2024 continue to be the focus of analysis: the growing trend of combining leisure with business, the influence of inflation on travel intentions, the travel behaviors and preferences of younger generations, and the increased tendency to use AI-based tools.

The 2025 Observatory introduces new dimensions of analysis, including the impact of overtourism on future travel choices.

For specific topics, participants were invited to provide open-ended responses, which were analyzed using Generative AI tools. Specifically, AI/Gen AI tools were used for targeted analysis and the processing of the report.

Travel intentions for 2025 remain broadly aligned with those of 2024, reflecting a continued desire to explore the world. Nine out of ten Europeans plan at least one vacation trip, with 60% planning to travel abroad within Europe, and 30% aiming for destinations beyond the continent. Italy remains the second favorite destination for European travelers, right after Spain. For the first time since 2021, our Observatory has not detected a significant increase in travel intentions. Having definitely moved past revenge travel, the impulse to travel more than before as a reaction to pandemic restrictions, we expect demand to stabilize. The trend toward stability also applies to business travel, which has now returned to pre-pandemic levels. 

The phenomenon of overtourism in certain destinations remains a major concern that will influence 4 out of 5 travelers. The most common strategy is off-season travel, a choice that 42% of travelers intend to follow, with a peak of 51% among Baby Boomers. Additionally, 36% of respondents will opt for lesser-known destinations, 35% will avoid group travel, and 30% will turn to “slow” tourism experiences.

39% of respondents call for stricter regulations and penalties from authorities for inappropriate tourist behavior. 37% are willing to book in advance to secure access to popular attractions, while 1 in 3 supports promotional campaigns to encourage tourism in alternative and less-visited destinations. Finally, 1 in 4 travelers says they are willing to pay a tourist tax to visit the most crowded destinations.

1 in 2 travelers embraces the idea of combining leisure and business in the same trip. Interest in hybrid travel is steadily increasing, especially among younger generation: among Millennials, the percentage has risen from 63% to 67%, while among Gen Z it has increased from 71% to 79%.

There is a growing interest in various forms of mixing business and leisure:

• Workation: 23% are interested in working remotely from a vacation location for a limited period.
• Bleisure: 22% would like to extend a business trip with a few days of relaxation.
• Digital Nomadism: 19% plan to work from anywhere in the world, thanks to technology. Several countries are recognizing the economic potential of digital nomads and have implemented policies to attract them, such as specific visas, favorable tax regimes and simplification of bureaucratic procedures.
• Team Bonding: 18% intend to travel with their business group to strengthen cohesion.

The percentage of those who consider price a determining factor in travel choices has declined from 65% to 58% in 2024.

Despite slackening inflation, 2 out of 3 travelers do not rule out the possibility of changing their travel habits due to decreasing purchasing power - a trend already observed in both 2023 and 2024 surveys. However, 1 in 5 travelers is unwilling to give up travel, even if it means cutting down on other expenses.

Travelers' interest in Artificial Intelligence (AI) continues to grow. 
Currently, 1 in 2 travelers would be willing to use a virtual assistant based on Artificial Intelligence (AI) to plan their vacations. The percentage of people who have already experimented with a chatbot based on Artificial Intelligence (AI) for travel ideas or planning trips has increased by 50% compared to 2024, rising from 8% to 12%.

How can we define a future where we plan and manage our travels by interacting with Artificial Intelligence tools? Despite numerous innovations in the field of AI over the past year, opinions have remained largely unchanged. 72% of those surveyed express interest in AI, highlighting positive aspects such as innovation, usefulness, convenience, and practicality. On the other hand, 28% express distrust, fear, or skepticism about such developments.

1 out of 2 travelers considers the environmental impact of their decisions important. Only 29% say they have never taken sustainability into account in their travel choices, a percentage that drops to 12% for Generation Z.

Tests also reveal that 60% of participants have an implicit favorable attitude toward environmental issues, though this figure has slightly declined from 64% in 2024. 

However, among the key factors influencing travel choices, price, convenience, and time remain predominant, while sustainability is considered a priority by only 20% of participants, a figure unchanged from the previous year.
An analysis of travel intentions among environmentally conscious travelers reveals an interesting trend: rather than reducing their trips, these travelers prefer "slower" and more mindful forms of tourism.
When asked what would encourage them to make more eco-friendly choices, respondents provided clear insights, drawing the attention of authorities and industry operators. 41% of respondents request more information and eco-friendly offers, while 31% highlight the importance of financial incentives. Only 11% demand greater transparency.
Digital technologies can play a key role in guiding citizens towards sustainable choices. 29% would be more inclined to use public transport and micromobility if they had access to a single digital platform to plan and pay for various services, while 27% say they would be positively influenced by a virtual assistant based on Artificial Intelligence (AI).

Reasons behind sustainable travel choices

Our survey probed the motivations behind travel choices made with sustainability in mind, studying how the generational dimension relates to these choices.

Younger generations are generally more likely to make sustainable travel choices, driven by concern for environmental impact, and are more influenced in this regard by social media and friends / family.

Understanding Generation Z’s intentions and behaviors offers valuable insights into how travel will evolve, allowing us to anticipate future trends.

A key aspect is technology adoption. Generation Z is significantly more likely to use AI-powered virtual assistants to plan their trips, with 66% expressing interest, compared to 48% of the general population. 

They expect services similar to those of major digital platforms, such as one-click booking and access to premium services through subscriptions. Additionally, they show a strong preference for high-speed connectivity onboard.

A notable 79% of Generation Z are interested in combining leisure and business in the same trip. 

Additionally, Generation Z exhibits a growing commitment to sustainability. They are willing to pay a surcharge to offset carbon emissions and claim to have already made conscious travel choices in the past, more than any other generation.

Hypertravelers represent 9% of travelers: they travel frequently for both business and leisure, seeking increasingly personalized experiences. Alongside them are the Serial Vacationers (9%), who love planning frequent getaways with family and friends. In contrast, the Reluctant Travelers (9%) are not particularly enthusiastic about traveling.
The Inflation Concerned, who represent 13% of the sample, are influenced by concerns based on their purchasing power.
Among the profiles most characterized by their relationship with technology, we find the Techno-Travelers (17%), Gen Z and Millennials who are very inclined to use digital tools and AI for travel, and the Tech-Suspicious Seniors, consisting of Baby Boomers and Gen X who are reluctant to use virtual assistants and other digital tools.
Lastly, the AI Dislikers, who, despite being digital natives, distrust AI (significantly decreased from 15% to 12%).
A new profile compared to 2024 is the Eco-conscious Seniors, who represent 17% of travelers. These Gen X and Baby Boomers travelers are particularly sensitive to environmental impact, and they believe more than anyone else that the transportation and travel sector should provide more information and eco-friendly options. They tend to plan trips during the off-season, choose lesser-known destinations, and prefer slow tourism experiences.