UK travellers lead Europe in AI and social media use

Britons pull ahead. The UK emerges as the most dynamic market for digital tools used to plan trips in the 2026 Portrait of European Travellers by MMGY Travel Intelligence, published on 11 June 2026. According to the report, 52% of UK travellers now use artificial intelligence tools to plan their holidays, up from 40% in 2025. That 12-point rise is the largest among the five markets tracked (the UK, France, Germany, Italy and Spain). The study also highlights the growing influence of social media on holiday decisions: 46% of British respondents say it shapes their choices, while 32% use it to research and follow destinations.

Travel inspiration shifts towards AI and social platforms

The detail of usage backs this up. In the UK, ChatGPT is the most-cited AI platform, at 35% usage. Travellers chiefly turn to AI to generate ideas and inspiration, cited by 47% of respondents. Meanwhile, YouTube and Instagram are the most influential platforms in the discovery phase. The planning journey now spans several environments: conversational tools to surface options, social platforms to visualise, compare and follow destinations, then other channels to dig deeper.

The year-on-year rise in the UK suggests artificial intelligence is no longer just being tested in isolation but is starting to become part of established planning habits. At the same time, YouTube and Instagram confirm their status as decisive spaces for discovery, capable of steering the choice of a destination or type of experience. For travel brands, that means thinking more carefully about how content, visibility and platform presence work together.