Dentsu has launched the latest Q1 2026 EMEA Consumer Navigator edition, offering fresh insight into how consumers across the UK, France, Germany, Italy and Spain are responding to continued economic pressure, and how this is shaping both everyday spending and travel behaviour. The findings are based on consumer surveys conducted in February 2026 and together present a picture of a consumer landscape defined by caution, adaptation and more deliberate decision-making.

The findings show that while economic sentiment across EMEA remains subdued, consumers are not simply pulling back. Instead, they are becoming more selective in how they spend, prioritising essentials, seeking clear value, and making more considered choices about where and how to invest their money. At the same time, selected categories that offer comfort, reward or emotional value continue to hold their importance, particularly in travel.

Mindset report: consumers remain cautious, but are adapting

The Q1 2026 EMEA Mindset Report sets the broader backdrop for the quarter, showing that economic caution remains widespread across the region, even as consumers adapt their spending more deliberately. While sentiment towards the wider economy remains subdued, many feel more stable about their own finances and are focusing on value in their day-to-day decisions.

Key findings from the report include:

• Economic sentiment remains weak: Most EMEA consumers are negative about the state and the direction of the economy, however younger generations are more likely to see a light at the end of the tunnel.
• Spending remains cautious: Half of respondents say they have reduced spending over the past year, with sharper cutbacks in everyday categories. However, they are a little less strict when it comes to rewarding themselves with travel.
• Consumers are balancing caution with control: 51% say they were able to afford all necessary expenses over the past 30 days, while 80% expect their personal finances to remain stable or improve in the near term.
• Market differences remain clear: Spain is comparatively the most optimistic market across key indicators, while France is the most negative in terms of economic sentiment, outlook and financial pressure. Italy, meanwhile, records the highest level of reported spending reduction.

Travel report: consumers are still travelling, but with greater selectivity

The Q1 2026 EMEA Travel Report shows that travel remains a priority for many consumers, but is increasingly being approached in a more selective and value-driven way. Rather than stepping away from travel, consumers are adjusting how they plan, where they go and what they prioritise in order to make travel feel worthwhile.

Key findings from the report include:

• AI is becoming a travel optimiser, rather than a travel dream-maker: One in four consumers have already used AI tools to plan travel, primarily to research destinations, organise trips and improve efficiency rather than to uncover unique experiences.
• Inspiration is increasingly shaped by media, but decisions remain grounded in practicality: Social media influences destination consideration for 42% of consumers, while entertainment content also plays a meaningful role in travel discovery.
• Travel remains a priority, but consumers are making it work harder: Most consumers are planning one or two leisure trips a year, with
• many opting for affordable destinations and midscale or budget options. Nearly half say they expect to spend less on travel this year than they did last year.
• Value now shapes the entire travel journey: Value for money is the leading factor in travel decisions, followed by weather, destination appeal and ease of travelling.
• Travel remains one of the most important forms of reward: Relaxation is the most anticipated type of trip, showing that even in a cautious environment, consumers continue to make room for travel as a source of rest and emotional reset.
• Experience matters alongside price: Consumers are more likely to choose travel brands they have had remarkable experiences with than those offering the lowest price alone, highlighting the importance of reassurance, service and ease.
• Travel priorities vary by market: UK consumers are more likely to take multiple leisure trips and consider more premium destinations, while France leans more towards affordable destinations. Germany stands out for taking fewer but longer trips, showing how travel priorities and trade-offs vary across EMEA markets.

“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,” said Azlan Raj, EMEA Chief Marketing Officer, dentsu. “What stands out is that 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.”

Download the reports: 

EMEA Consumer Navigator Q1 2026 – Mindset Report
EMEA Consumer Navigator Q1 2026 – Travel Report