KPMG’s latest study of consumer and travel habits examined which sources Americans rely on when choosing destinations, restaurants or optional activities. The survey found an increasing role for artificial intelligence in the United States: 27% of respondents reported using large language models — such as ChatGPT, Copilot or Gemini — at some stage of their vacation planning.
That share is lower than those who still use traditional search engines like Google (55%), but it has risen sharply from 14% two years ago.
Ignácz Péter, senior manager and data and AI expert at KPMG, noted that people increasingly use large language models as personal assistants for recommendations, hotel suggestions and program ideas. He warned that model choice and availability shape which information and sources appear in the responses, meaning users often receive a pre-filtered, influenced set of information.
Who travels most and why? Generational patterns and motivations
According to the survey, in 2025 millennials were the most active travelers: 60% of them took a summer holiday. Preceding generations — Generation X and the baby boomers — followed at roughly 55% participation. Generation Z was close behind at 59%, despite the study finding that vacations impose the greatest financial burden on that cohort.
The Consumer Pulse Survey also found that 40% of people planning trips travel primarily to gain special experiences. An illustrative case is the recent Champions League final: Budapest Airport reported that more than 71,000 people flew into Hungary specifically for the sporting event.
In Europe, offline experiences and personal recommendations gain ground
A separate study across 28 European countries shows growing preference among Europeans to step away from digital noise: nearly two-thirds of respondents (64%) rely on personal recommendations rather than algorithms when choosing activities. Additionally, 60% said they consciously organise more offline activities in their free time.
The research indicates spending priorities are shifting as well: many respondents would cut back on gadgets and streaming to free up budget for experiences and memories. The same trend appears in Hungary — the more online everyday life is, the more valuable an offline, shared summer experience becomes.
Conclusion — shared motives, different routes
Across continents the underlying motives remain similar: respondents associate holidays primarily with gaining experiences and strengthening family and friend relationships. The main difference lies in how those experiences are arranged — via online, AI-powered tools (notably in the United States) or through screen-free, recommendation-driven and communal programmes (in Europe).
Together, the KPMG and the 28-country European studies suggest travel habits are being reshaped both by the spread of technology and by a renewed desire for offline communal experiences.
