Gen Z Powers UK Travel Boom, Leading in Both Spend and Intent

Posted in News on 1 October, 2025

MMGY’s Survey Reveals How Brits Are Travelling in 2025

Gen Z is propelling Europe’s travel boom, with the youngest generation of travellers now planning to spend the most on international trips and take more holidays than any other age group in the next 12 months. According to MMGY’s 2025 Portrait of European Travellers™, this surge in Gen Z spending highlights how Europeans remain deeply committed to leisure travel despite economic pressures and global uncertainty. UK travellers stand out across several trends: they are early planners, showing strong interest in ocean cruises, and are expected to spend the most on major international events. The survey also captures the growing role of artificial intelligence in trip planning, the demand for sustainable and authentic experiences, and the significant impact of international sporting events, such as the 2026 FIFA World Cup.

“Gen Z is setting the pace for European travel in 2025, leading the way in both spend and number of trips,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence. “What’s clear from this year’s report is that travel remains a top priority across all generations, but how people plan and experience their journeys is evolving. From AI-assisted planning to sustainability and sports tourism, Europeans are seeking trips that are not only flexible and seamless but also meaningful, authentic and connected to local culture.”

Based on a survey of 4,107 active leisure travellers across five European countries (France, Germany, Italy, Spain and the UK), Portrait of European Travellers™ is the travel industry’s most comprehensive and trusted study of leisure travel behaviour in Europe. UK travellers lead Europe in projected spend, expected to reach £5,740/$7,689 over the next 12 months, around $1,700 higher than other markets. Overall, travellers are adjusting plans to fit budgets rather than cancelling trips, keeping optimism strong for the year ahead.

Highlights from the report include:

• Gen Z Leads the Way – Gen Zers now plan to spend the most on international trips in the next 12 months ($6,434) and take the highest number of holidays (3.4) over the next two years. They are also the generation most interested in organised group tours in the next 12 months (45%).
• Europe Remains the Destination of Choice – Nearly all European travellers (95%) are interested in travelling within Europe in the next three years, with Italy (49%), Spain (49%) and Greece (41%) topping the list of preferred destinations. At the same time, interest in the U.S. has declined by 7 percentage points compared to 2024, while Canada and Asia are gaining momentum, with increases of 4 and 5 points, respectively. For UK travellers, food experiences are especially valued, with 68% considering restaurant and culinary experiences a key part of their trips, compared to 56% across Europe.
• AI Planning Becomes Mainstream – 48% of European leisure travellers have used AI-powered tools, such as ChatGPT, for travel planning, an increase of 7 percentage points from 2024. Travellers primarily use AI to build itineraries, find inspiration and discover destinations.
• Smarter Planning Tools – Alongside AI, travellers continue to rely on online platforms for information. Across Europe, 65% of travellers use Booking.com, up from 62% the previous year. UK travellers stand out as early planners, with 30% planning and 29% booking trips 6-12 months in advance, well ahead of their European peers. They are also heavy Booking.com users (58%) and less likely to rely on Tripadvisor, indicating a clear shift towards platforms that provide a more integrated user experience.
• Authentic Experiences and Sustainability Matter – A focus on sustainability by travel providers continues to play a role in decision-making, with 48% stating it impacts their travel choices. Travellers are prioritising practices such as buying from local shops (96%), dining at local restaurants (95%) and reducing single-use plastics (89%), reflecting a desire for both authentic and eco-conscious travel. UK travellers are particularly engaged, with 27% willing to pay an extra £100 on flights to offset their carbon footprint, slightly above the European average of 24%.
• Sports Tourism Scores Big – Major international events are driving travel across Europe. Nearly 1 in 4 European travellers (24%) plan to travel for the 2026 FIFA World Cup, including nearly half of Gen Zers (49%). Among those attending, more than 7 in 10 say the event is their primary reason for visiting the U.S., Mexico or Canada. British travellers are expected to spend the most, averaging $8,275 per trip, making sports tourism a significant economic driver for host cities and surrounding regions.
• Cruises and Group Tours on the Rise – Interest in cruises is growing across Europe, with 48% of travellers expressing interest in an ocean or big ship cruise within the next two years. Cruising is especially appealing to UK travellers, with 52% interested in ocean cruises – slightly above the European average – and the Caribbean emerging as their top destination (59%). Meanwhile, organised group tours remain popular, with 33% of Europeans and 30% of UK travellers likely to join one in the next 12 months, with strongest demand among Gen Z, Spanish and Italian travellers

MMGY’s fourth edition of Portrait of European Travellers™ depicts a value-driven, tech-savvy traveller seeking authenticity, sustainability and cultural immersion. Featuring these insights along with in-depth data on family travel, AI adoption and more, the study is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s new AI-supported research platform.
To learn more, visit mmgyintel.com.