Artificial intelligence (AI) is rapidly becoming integrated into how Hungarians plan their holidays, supporting travelers not only in searching but increasingly in decision-making. According to Visa’s Central and Eastern Europe travel and payments survey, 13% of Hungarian respondents use AI-based tools regularly, 24% occasionally, and 21% rarely for trip planning — overall representing more than a sevenfold increase compared with the previous year.
Usage frequency varies by income: higher-income travelers are more likely to rely on AI already during the planning phase. Travelers most often employ AI to find local tips and recommendations, hunt for the best deals, and resolve logistical and transport questions. Respondents cited time savings, continuous availability and ease of use as the main benefits.
Notably, 51% of respondents would fully trust an AI agent to organize their holiday or would at least delegate certain organizational tasks to it. This suggests growing openness to having technology handle large parts of the planning process — potentially up to preparing payments. The surveys emphasize, however, that final decisions remain with the customer and transactions should occur within appropriate security frameworks.
Travel patterns: domestic focus and conscious budgeting
Visa’s research shows that 65% of Hungarians plan domestic trips this year, while 47% would choose an international destination. Travel remains concentrated in the summer peak season: 63% of respondents plan to travel during that period. The most popular foreign destinations are Croatia, Italy and Austria; among those traveling in peak season, 79% plan international trips.
Hungarian travelers tend to plan deliberately: 68% of respondents prepare their travel budget in advance. MBH Bank’s research also confirms that the majority plan holidays this year, mostly in the summer months, and predominantly finance trips from savings.
Digital payments and benefits during travel
MBH Bank’s survey shows that digital payments are prominent during travel: paying with a mobile phone or smartwatch is now everyday practice for more than half of respondents. Visa’s survey finds that 56% of Hungarians plan to use the same bank card abroad that they use domestically.
Employee benefits remain important in funding trips: nearly a quarter of respondents use the balance on their SZÉP Card for holiday expenses, mainly for accommodation and hospitality. Popular card-related advantages cited include free or favorable currency exchange within the account or card, travel insurance linked to debit or credit cards, and the use of foreign-currency accounts.
The future: agent-based commerce
Survey participants see the next phase of AI development in so-called agent-based commerce: AI-powered services that not only assist decision-making but also carry out certain tasks on users’ behalf. This could allow AI systems to make bookings, request offers and actively assist in preparing payments — while users retain final approval and demand secure transaction processes.
Taken together, the findings from Visa and MBH Bank indicate that AI is rapidly integrating into Hungarian travel planning: it simplifies organization, supports cost-conscious choices and is increasingly linked to digital payment workflows.
