Decoding the new mindset – what do British travelers expect from mobility experiences?
Travelers in the UK are bundling services by default and prioritizing digital convenience when it comes to securing car rental, according to our new research report, Global Mobility Trends: Decoded.
The illuminating work of Global Mobility Trends: Decoded draws on responses from thousands of both business and leisure travelers around the world, including hundreds here in Europe. It offers a chance to look at how mobility preferences are shaping up this year.
Here we take a look at how the industry is changing in Europe in 2026, before zooming in on the UK market to see what challenges and opportunities are currently taking shape.
A new European mobility perspective
AI adoption in mobility is moving quickly among European travelers. Nearly two in three, say they would use an AI assistant that can suggest and book transport, with business travelers and Millennials leading the way.
At the same time, attitudes to data are pragmatic. Around half of European travelers will share details like a driver’s license or a passport if it helps them skip queues and save time.
On sustainability, intent is strong but constrained by cost. Roughly six in ten travelers we spoke to say they are willing to pay more for sustainable options, yet a significant 34% are not, highlighting a clear tension between environmental ambition and price sensitivity.
While many travelers told us that digital transformation is creating a clear opportunity for smarter, more connected mobility experiences, friction remains in the mobility sector, with more work to be done. For example, 91% of European travelers hit at least one issue during the mobility process, with key pain points including language barriers (32%), high or unexpected costs (27%), queues (24%), and poor information (22%).
How UK travelers are moving
So, what did UK travelers reveal about their mobility preferences? Front of mind is efficiency, with UK travelers open to sharing data to skip queues and cut down on paperwork. Some 96% say they are willing to share personal data to skip the queue and get the rental car faster, with 56% willing to share driver’s license details or a passport.
Also, with an eye to building a seamless process, bundling is now the norm. Some 95% of travelers booking mobility also secure additional services alongside car rental. The top priority is ‘accommodation’, which is the number one bundled service.
Digital experiences were also cited as important. 61% of UK travelers hire cars, and car rental websites are the top booking channel for those transactions. Once at their destination, UK travelers said they are looking for online check-in, personalized route recommendations, and real-time disruption alerts to enhance the experience.
With a view to sustainable experiences, British travelers also expressed an interest in providers with verified certifications and electric vehicle rental opportunities.
Global Mobility Trends: Decoded reveals UK travelers are pragmatic, digitally fluent, and focused on frictionless journeys. Many are willing to trade data for speed without hesitation, expect services to come bundled as standard, and default to online channels to stay in control.
However, 93% encounter at least one challenge, citing language barriers and unpredictable costs as the biggest obstacles to a successful mobility experience.
Redefining door-to-door travel
At Amadeus, insights like these from Global Mobility Trends: Decoded help us work with partners across the ecosystem to build the experiences travellers are looking for.
We are focused on connecting the customer journey end to end, bringing booking and rental experiences together through technology and close collaboration with mobility providers, to enable a smoother, door-to-door travel experience travelers expect.
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