The Q1 2026 EMEA Consumer Navigator Travel Report explores how consumers across the UK, Spain, Italy, Germany and France are planning and prioritising travel in a more selective and value-driven way.
The report highlights how social media, entertainment and AI are increasingly shaping travel inspiration and planning, offering brands a clearer view of how decision-making is evolving across audiences and markets.
Most plan one or two leisure trips a year, favouring affordable destinations and midscale or budget options, while still viewing travel as an important source of relaxation and reward.