Travel spending holds steady in EMEA, Dentsu

Dentsu has released its Q1 2026 EMEA Consumer Navigator, highlighting how consumers in the UK, France, Germany, Italy and Spain are adapting to ongoing economic pressure. The report combines surveys conducted in February 2026 to provide insights into spending habits, financial confidence, and travel behaviour across the region.

Rather than withdrawing from spending entirely, consumers are making more deliberate choices, prioritising essentials, seeking value, and maintaining select discretionary purchases—particularly in travel, which continues to offer comfort and emotional reward.

Consumer mindset: cautious but in control

The Q1 2026 EMEA Mindset Report shows widespread economic caution, even as consumers feel relatively stable about their own finances. Key findings include:

Economic sentiment remains weak, with younger consumers slightly more optimistic.

Spending reductions are concentrated in everyday categories, though discretionary spending on travel remains more resilient.

51 percent of respondents report being able to cover all necessary expenses in the past 30 days, while 80 percent expect personal finances to remain stable or improve.

Market differences are notable: Spain reports the highest optimism, France the most negative sentiment, and Italy the largest reported spending reductions.

Travel remains a priority, but decisions are more selective

The Q1 2026 EMEA Travel Report indicates that consumers continue to prioritise leisure trips but are increasingly value-driven and selective in planning. Key trends include:

AI is used by one in four consumers to research destinations, organise trips and improve planning efficiency, rather than to inspire new experiences.

Social media and entertainment content influence destination consideration, but practicality remains central.

Most consumers plan one or two trips per year, often opting for affordable or midscale options, with nearly half expecting to spend less than last year.

Value for money, weather, destination appeal and ease of travel are the leading factors shaping decisions.

Positive past experiences strongly influence travel brand choice, often more than price alone.

Market variations are clear: UK travellers take multiple trips and consider premium options, France leans toward budget destinations, and Germany takes fewer but longer trips.

Azlan Raj, EMEA Chief Marketing Officer at dentsu: "AI is becoming an even more meaningful part of the travel planning journey, particularly as consumers grow more selective about where they go and what they spend. Consumers are not looking to AI for bigger dreams, but for smarter decisions: better research, easier planning and more efficient trip organisation. For brands, this creates a clear opportunity to compete on relevance, reassurance and the quality of the end-to-end experience, not just on price."

The EMEA Consumer Navigator Q1 2026 – Mindset Report can be found here

The EMEA Consumer Navigator Q1 2026 – Travel Report can be accessed here

www.dentsu.com

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