By 
Brussels, November 9, 2026 —
Artificial intelligence is fundamentally altering how Europeans discover, organize, and book their vacations. According to the Wave 26 Monitoring Sentiment for Intra-European Travel report released on November 9, 2026, by the European Travel Commission (ETC), 40% of Europeans planning overnight excursions now utilize AI tools for inspiration, itinerary planning, or booking processes.
The data highlights a significant generational divide in technology adoption. While 56% of travelers aged 18-24 and 56% of the broader 18-34 demographic engage with AI for travel purposes, only 26% of those aged 55 and older do the same. This shift occurs alongside a general increase in winter travel appetite; 76% of respondents plan to take at least one overnight trip between October 2026 and March 2027, a three-percentage-point rise over the 2025 figures.
Hybrid Search Strategies Combine AI and Traditional Engines
While AI is transitioning from a novelty to a practical utility, it has not yet displaced established digital habits. Industry data shows that travelers are adopting a hybrid approach to research. Traditional search engines remain the primary resource for 59% of European travelers, followed closely by dedicated travel websites at 57%.
This behavior suggests that AI is primarily used for the "top of the funnel"—generating creative ideas, comparing potential itineraries, and synthesizing large amounts of information. However, when it comes to verifying specific destination details, comparing final prices, and executing bookings, users still rely on the perceived reliability of search engines and official travel portals.
For tourism operators, this means visibility must be maintained across two distinct digital ecosystems: the traditional SEO landscape of search engines and the generative responses of AI discovery tools.
Winter Travel Demand Peaks in December
The appetite for overnight trips remains robust across the continent, though intentions vary significantly by nationality. Poland leads the region with 87% of respondents intending to travel, followed by Spain at 82%. Both Germany and the Netherlands report a 79% intention rate, cementing Germany's position as a primary source market for winter tourism.
Timing patterns are also shifting. December remains the peak month, capturing 23% of planned travel. While interest in October and November has declined compared to last year, there is a notable surge in late-winter travel. Interest in February and March 2027 has grown by 8%, presenting a strategic window for destinations to attract visitors during traditional shoulder seasons.
Shift Toward Cultural Hubs and Hidden Gems
City breaks continue to dominate winter preferences, accounting for 19% of all planned trips. Cultural and heritage tourism follows closely at 18%, driven by a sustained interest in museums, architecture, and historical sites. Despite the colder climate, "sun-and-beach" holidays remain a priority for 18% of travelers seeking warmth.
France continues to be a top-tier destination due to its diverse infrastructure, while Southern Europe remains the most dominant region overall, attracting 53% of intended travelers. Western Europe follows with 23%.
Notably, there is a growing movement toward "de-tourism." Approximately 44% of respondents now prefer destinations that are less crowded—a four-percentage-point increase year-on-year. An additional 10% specifically seek remote or "off-the-beaten-track" locations. This trend suggests a significant opportunity for rural tourism operators and smaller municipalities to capture market share if they can improve their digital visibility.
Financial Pressures and Safety Concerns Dictate Destinations
Despite the high intent to travel, external pressures are heavily influencing final decisions. Financial constraints are the primary concern for 37% of respondents, while geopolitical instability affects 23%.
When selecting a specific destination, safety is the most critical factor for 20% of travelers. Other primary drivers include:
- Stable and pleasant seasonal weather (15%)
- Availability of attractive travel deals (14%)
These pressures may actually accelerate the use of AI, as travelers use these tools to optimize budgets and find more affordable alternative routes. However, the ETC notes that 55% of those planning to travel had not yet finalized their bookings at the time of the study, leaving room for these intentions to shift based on actual costs and safety developments.
Market Intentions by Country
| Country | Travel Intention (%) |
|---|---|
| Poland | 87% |
| Spain | 82% |
| Germany | 79% |
| Netherlands | 79% |
Why This Matters: The Impact on the Modern Traveler
For the average traveler, the rise of AI in planning represents a shift from "searching" to "curating." Instead of spending hours scrolling through fragmented blog posts and review sites, travelers are now using AI to synthesize a personalized baseline itinerary. However, the persistence of traditional search engine use indicates a "trust gap"—users want AI for the creativity but want a verified website for the transaction.
From a logistical standpoint, the 44% increase in interest for less-visited destinations suggests a fundamental change in traveler psychology. The modern European tourist is increasingly wary of "overtourism" and is actively seeking authenticity over popularity. For the traveler, this means more unique experiences but requires more diligent planning to reach remote areas.
For the industry, the data proves that the "digital divide" is not just about access to the internet, but about how different age groups interact with information. A travel brand targeting a 22-year-old must be "AI-discoverable," whereas a brand targeting a 60-year-old must prioritize traditional search engine optimization and clear, direct website interfaces. The 55% non-booking rate further emphasizes that in a volatile economic climate, the window between "inspiration" and "transaction" is widening, making consistent engagement more important than ever.
