{"product_id":"2026-portrait-of-european-travellers","title":"2026 Portrait of European Travellers™","description":"\u003cp data-pm-slice=\"1 1 []\"\u003e\u003cstrong\u003ePortrait of European Travellers™ 2026 | MMGY Travel Intelligence\u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eThe fifth annual study of European leisure travel behaviour.\u003c\/em\u003e\u003c\/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cem\u003ePortrait of European Travellers™\u003c\/em\u003e\u003c\/strong\u003e explores the travel behaviours, preferences, and motivations of active leisure travellers across five key European markets: \u003cstrong\u003eFrance, Germany, Italy, Spain, and the United Kingdom.\u003c\/strong\u003e The report examines international travel outlook, trip planning, motivators and activities, and key drivers shaping travel decisions today — including the growing role of AI, evolving perceptions of the U.S. as a leisure destination, and the impact of the 2026 FIFA World Cup.\u003c\/p\u003e\n\u003cdiv data-type=\"horizontalRule\"\u003e\u003chr\u003e\u003c\/div\u003e\n\u003ch3 id=\"h-3d6687b7-9c0b-425d-887d-2dfa89163c9f\" data-toc-id=\"h-3d6687b7-9c0b-425d-887d-2dfa89163c9f\"\u003eMethodology\u003c\/h3\u003e\n\u003cp\u003eAn online survey of \u003cstrong\u003e4,035 active leisure travellers\u003c\/strong\u003e was conducted in \u003cstrong\u003eMarch 2026\u003c\/strong\u003e across France, Germany, Italy, Spain, and the UK. Active leisure travellers are defined as adults aged 18+ who intend to take at least one overnight international leisure trip in the next 12 months. Respondents were randomly selected for the 20-minute survey and the sample was weighted by age and gender. \u003c\/p\u003e\n\u003cdiv data-type=\"horizontalRule\"\u003e\u003chr\u003e\u003c\/div\u003e\n\u003ch3 id=\"h-c38cd431-8160-45d9-8a95-5dbf1555cc66\" data-toc-id=\"h-c38cd431-8160-45d9-8a95-5dbf1555cc66\"\u003eWhat's Inside\u003c\/h3\u003e\n\u003cp\u003eThe report covers 19 chapters: International Travel Outlook · Travel Motivators \u0026amp; Activities · Trip Planning · Sources of Information \u0026amp; Social Media · International Travel Preferences · Travel to the U.S.: Perceptions \u0026amp; Leisure Travel Intent · Sustainability in Travel · Cruising · Traditional Travel Advisors · Organised Group Tours · Flight Preferences · FIFA World Cup 2026 · Faith-Based Travel · International Business Travel · Interest in Destinations · Respondent Demographics · Key Takeaways · Appendix\u003c\/p\u003e\n\u003cdiv data-type=\"horizontalRule\"\u003e\u003chr\u003e\u003c\/div\u003e\n\u003ch3 id=\"h-4b8a87ef-ea1d-416b-9a67-b669a982d2cd\" data-toc-id=\"h-4b8a87ef-ea1d-416b-9a67-b669a982d2cd\"\u003eKey Data Highlights\u003c\/h3\u003e\n\u003cul class=\"tight\" data-tight=\"true\"\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eEuropean travellers plan 2.1 international trips\u003c\/strong\u003e in the next 12 months\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003eUK remains the highest-spending market\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003e87% plan to adjust their travel behaviour\u003c\/strong\u003e, most commonly by choosing safer destinations (44%), travelling closer to home (34%), and opting for flexible bookings (29%)\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cstrong\u003e58% of European travellers have used AI in travel planning\u003c\/strong\u003e\u003cstrong\u003e\u003c\/strong\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr\u003e\n\u003ch3 data-type=\"horizontalRule\"\u003e\u003cstrong\u003eWho Is This For?\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cp\u003eThis report equips \u003cstrong\u003edestinations, travel providers, and industry stakeholders\u003c\/strong\u003e with the consumer intelligence needed to understand the changing expectations and priorities of European leisure travellers — supporting more informed decision-making in an evolving travel landscape.\u003c\/p\u003e","brand":"MMGY Global","offers":[{"title":"Default Title","offer_id":47865705169049,"sku":null,"price":2500.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0510\/3685\/files\/2026.03.27_TravelIntel_POET_Covers.png?v=1780058543","url":"https:\/\/store.mmgyintel.com\/products\/2026-portrait-of-european-travellers","provider":"MMGY Global","version":"1.0","type":"link"}