EY Future Travel Behaviors Observatory

The EY Future Travel Behaviors Observatory, now in its sixth edition, provides an analysis of travel intentions, the factors influencing travel choices, preferred ancillary services (both free and paid), as well as travelers’ propensity toward sustainable options and behaviors related to habitual short-distance mobility.

The study involved more than 5,000 participants from the five major European countries (Italy, France, Germany, the United Kingdom and Spain).

Our analytical approach combines explicit questions with psychological implicit tests, enabling us to explore the unconscious motivations that drive travel choices.

In addition to examining travel habits and future behaviors, the analysis highlights differences in travel choices and preferred destinations among travelers in different countries.

2026 opens with a slight cooling in business travel intentions, in line with the gradual post-pandemic normalization and a still-moderate level of economic confidence. Overall, 31% of people plan to travel for business, a figure that is 5 percentage points lower than in 2025. This dynamic is particularly driven by France and Germany, where the share of those planning to reduce business travel exceeds the share of those who intend to increase it.

On the leisure front, travel intentions remain generally stable: most travelers plan to maintain the same frequency as in 2025, with a slight upward trend in the United Kingdom and Italy. In the UK, the share of people intending to increase vacation travel is higher than average (24%), while in Italy the increase reaches 17%, two percentage points above last year.

In light of current or potential geopolitical crises, several factors emerge that could negatively affect travel demand.

Generalized price increases

A cross-sector impact on the industry could stem from a significant rise in prices driven by higher fuel and energy costs. In this scenario, 42% of respondents expect to reduce the frequency and/or duration of their trips (17%), to sacrifice comfort and quality (14%), or to cut back on both dimensions simultaneously (11%).

Destinations that cannot be reached or are perceived as unsafe

A key way to interpret the expected behaviors is by looking at how dependent they are on the destination underlying the travel motivations: the more the motivation is agnostic with respect to the destination, the greater the tendency to reorient travel plans; the more it is tied to the uniqueness of the destination or to an unrepeatable event, the higher the likelihood of cancellation or postponement. Among those planning to travel outside Europe, 75% cite motivations that are strictly related to the destination. However, the vast majority also report motivations that are, entirely or partly, not strongly dependent on the destination and therefore replicable elsewhere. 

The line between work and vacation is increasingly blurred. 44% of travelers declare they are potentially interested in solutions that combine work and leisure. This figure rises to 81% among business travelers. Italy stands out, with 49% expressing interest. The most attractive formulas are workation (working from a vacation destination for a limited period) and bleisure (extending a business trip with leisure days).

On the demand side, differences emerge across traveler profiles: Techno Travelers and Personalization-First travelers lead the way both in the adoption of digital tools and in their interest in integrating work and vacation.

Overcrowding has now become a defining driver of traveler choices and behaviors. More than 80% of travelers indicate that overtourism will influence their decisions: the most common response is shifting travel to the low season (43%), particularly among Baby Boomers (51%), and selecting lesser-known destinations (37%). Additionally, 28% will avoid group travel, favoring individual or couple experiences—an unmistakable signal toward more “slow,” authentic, and manageable travel styles, especially among Gen Z travelers (31%).

On the policy front, travelers show openness to management measures: 40% support controls and sanctions for inappropriate behavior, 37% favor mandatory advance booking for popular sites/attractions, 32% support promotional campaigns encouraging visits to alternative destinations.

Artificial Intelligence is now fully embedded in the travel stack. 56% of travelers would use an AI-powered virtual assistant to plan their trips. The priority use cases include suggestions on experiences at destination (34%), support in choosing accommodation (29%), support in selecting destination and travel period (27%), guidance regarding food experiences (25%).

Perceptions of AI are polarized: while some clusters associate AI with innovation, convenience and practicality, a significant share describe it with fear and risk (17%) or skepticism (8%). “Tech-suspicious seniors” show 75% fear/skepticism toward a future of AI-assisted travel; “AI dislikers” show no interest in using an AI assistant, preferring traditional search engines. On the opposite side, “Personalization-First“ travelers— although not yet users of AI chatbots—show 100% interest in future adoption and declare a higher propensity to intermodality and to the use of public transport/micromobility if supported by a virtual assistant.

The events calendar is reshaping the travel map: 39% of respondents state that the presence of an event significantly influences destination choice, with peaks in Spain (47%) and Italy (41%). The phenomenon is widespread but more pronounced in Mediterranean markets and among younger generations, outlining an attractiveness axis built around culture, music, and sports.

Looking at 2026 intentions, cultural events and concerts top the list: 27% plan to travel at least once to attend a cultural event (13% more than once), 26% for a concert (14% more than once). Sporting events and trade fairs also represent a significant share, highlighting the need to proactively plan capacity and transport during peak periods. For Gen Z, events become the primary trigger for travel: over 50% are influenced by the presence of an event when choosing a destination.

Generation Z represents the frontier of emerging travel behaviors. In terms of motivations, the line between work and vacation is thin: 74% are interested in trips that combine both purposes, compared with 44% of the total sample.

In the inspiration and planning stages, social media weigh more heavily than for other generations, alongside audiovisual content (films, TV series, documentaries). Gen Z is also more inclined to use advanced digital tools: 24% have already used AI-based chatbots to plan a trip, and 61% are interested in using AI assistants in the future. The most requested features relate to experience recommendations, and destination/period and accommodation choices.

Gen Z shows a marked sensitivity to sustainability (84% have made choices with sustainability in mind) and stands out for its preference for transfer services available at booking (+8 points vs. total) and access to premium subscription services (+12 points). These insights are valuable for carriers and distributors in designing bundles that include transport, micromobility, and premium benefits.

Events play a crucial role: more than one in two Gen Z travelers is influenced by the presence of an event when choosing a destination. In 2026, 59% expect to travel for concerts and 57% for cultural events. A well-communicated events calendar, integrated within inspiration and booking platforms, becomes a multiplier of both demand and spending.