Gen Z travellers now plan to spend more on international trips than any other demographic over the next 12 months - whilst also taking the most holidays, says new research by MMGY. Olivia Palamountain reports

Gen Z has fallen in love with travel, now slated to spend the more on international trips over the next 12 months than any other generation - working out at US$6,434, according to MMGY's 2025 Portrait of European Travellers survey.

This globetrotting demographic also intends to take the highest number of holidays at 3.4 over the next two years,

The research of 4,107 active leisure travellers across France, Germany, Italy, Spain and the UK found that UK travellers are expected to lead European spending at £5,740, around US$1,700 higher than other markets. The youngest generation is also showing the strongest interest in organised group tours, with 45% planning to join one in the next 12 months.

The study revealed that 48% of European leisure travellers have used AI-powered tools such as ChatGPT for travel planning, an increase of seven percentage points from 2024. Travellers primarily use AI to build itineraries, find inspiration and discover destinations, representing a significant shift in how trips are researched and organised.

Simon Moriarty, vice president of syndicated research at MMGY Travel Intelligence, said: "Gen Z is setting the pace for European travel in 2025, leading the way in both spend and number of trips. 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."

UK travellers distinguished themselves as early planners, with 30% planning and 29% booking trips six to 12 months in advance, well ahead of their European peers. They are also heavy users of Booking.com at 58% compared to 65% across Europe, and less likely to rely on Tripadvisor, indicating a shift towards platforms providing more integrated user experiences.

Nearly all European travellers at 95% expressed interest in travelling within Europe over the next three years, with Italy and Spain each attracting 49% and Greece 41%. Interest in the United States has declined by seven percentage points compared to 2024, whilst Canada and Asia are gaining momentum with increases of four and five points respectively.

UK travellers particularly value food experiences, with 68% considering restaurant and culinary experiences a key part of their trips compared to 56% across Europe. The emphasis on authentic local engagement extends to sustainability practices, with 96% buying from local shops, 95% dining at local restaurants and 89% reducing single-use plastics.

Sustainability considerations influence travel choices for 48% of respondents, with UK travellers showing particular engagement as 27% would pay an extra £100 on flights to offset their carbon footprint, slightly above the European average of 24%.

Major international sporting events are driving travel decisions, with nearly one in four European travellers planning to travel for the 2026 FIFA World Cup, including nearly half of Gen Z at 49%. Among those attending, more than seven in 10 said the event is their primary reason for visiting the US, Mexico or Canada. British travellers are expected to spend the most on these trips, averaging US$8,275, making sports tourism a significant economic driver for host cities.

Interest in ocean cruises is growing across Europe, with 48% of travellers expressing interest within the next two years. Cruising appeals especially to UK travellers, with 52% interested in ocean cruises slightly above the European average, and the Caribbean emerging as their top destination at 59%.

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. The tour format appeals to younger travellers seeking structured experiences with built-in social elements.

The research indicates that travellers are adjusting plans to fit budgets rather than cancelling trips entirely, maintaining optimism for travel in the year ahead despite economic pressures and global uncertainty. The shift towards value-driven planning combined with increased technology adoption suggests travellers are becoming more sophisticated in how they research, book and experience trips.