Mastercard-Screen break: Europeans trade algorithms for travel, food and in-person experiences this summer

Published: 2026-05-08 08:37:22 ET MA

Published on 05/08/2026 at 08:37 am EDT

This summer, Europeans aim to respond to increasing digital overload by embracing a fresh wave of human-led experiences.

New Mastercard research shows travel, food trips and outdoor activities are the top leisure priorities, with two in three Europeans seeking out human recommendations at the expense of algorithms

Nearly half (46%) are willing to spend less on tech and streaming to fund more experiences, with 57% willing to pay more for activities that support local businesses.

In partnership with Trend Hunter, Mastercard highlights emerging trends rooted in nostalgia, community and authenticity - from sauna raves to death cafes - as Europeans increasingly seek screen-free and communal ways to cope with modern life.

Europeans plan to log off and live more this summer, breaking free from algorithms and digital overload to dive into the trend for human-led experiences.

As 'always-on' devices and AI become a bigger part of our lives working lives, new research from Mastercard reveals Europeans' growing appetite for 'touch-the-grass' leisure moments based around community, authenticity and intimacy.

Ahead of the holiday season, the study of more than 27,000 people across the continent digs into the behaviours and trends driving the human shift in the experience economy.

It shows European consumers are keen to uncouple from technology this summer, with two in three (64%) consciously seeking human recommendations over algorithms and three in five (60%) prioritising offline experiences to balance out time spent online. As screens compete for our attention, two-thirds of Europeans (63%) plan to attend digital detox events while 58% are seeking out communal activities to address the pressures of modern life - from repair cafes to fem rage sessions.

This momentum carries through into consumer spending priorities. Amid broader financial challenges, 46% of Europeans are willing to spend less on technology, gadgets or streaming services to afford more leisure activities, while three in five (59%) say they now value experiences more than ever. Data from the Mastercard Economics Institute1 reveals consumers' share of spending on experiences (excluding travel) rose to 20.4% last year from 19.9% in 2024.

Natalia Lechmanova, Chief Economist Europe, at the Mastercard Economics Institute, comments: 'We're witnessing a significant shift across Europe as consumers reshape their priorities and the balance of their leisure time. Our findings point to something deeper than changing habits. As the pull of the digital world intensifies, they reflect a growing appetite for quality over quantity experiences, anchored in human connection.

'Whether it's live events, cultural pursuits or activities discovered through a personal recommendation, people are leaning into moments that bring them together and leave a lasting impression.'

Mastercard's analysis shows travel and tourism (79%) is the top choice for experience-hungry Europeans this summer followed by food-related activities (70%) and outdoor experiences (69%).

The top 10 experiences Europeans want to do more this summer

Digging deeper, it reveals Cypriots are Europe's front-row kings, keenest to have experiences that bring them as close to the action as possible (59%). The Portuguese are the most social, with three in four (76%) favouring communal activities above going it alone. Romanians are first in the queue for trending experiences (46%), while the Irish most value leisure moments recommended by friends, family or colleagues (70%). Four in five Bulgarians (81%) feel experiences deliver their best life memories, the highest across Europe.

The trends shaping the summer and beyond

Mastercard has also created a report with the world's largest trend platform Trend Hunter, highlighting six key trends that show how the experience economy has evolved in 2026:

Analogue Escapism - Consumers consciously choosing unplugged experiences like vinyl listening bars or events focused on still photography, not smartphones.

Common Ground - Communities connecting through shared passions in spaces where they may have previously felt unwelcome, ranging from groups for queer women to bond over football, through to swim clubs.

Communal Coping - People gathering to tackle the challenges of modern life together, from dad meet-ups to discuss how to style their daughters' hair to group screaming workshops to release inner rage.

Conscious Connection - The quick catch-up with a friend is being overtaken by focused quality time. People are building intimacy through a shared experience to foster connection like overnight sleeper train journeys for friends or philosophy-themed supper clubs that provoke deeper conversations.

Halcyon Days - The thirst for nostalgic experiences is accelerating, as consumers go further to capture that 'good old days' vibe. This applies even if they didn't experience them first time around, with excitement for gigs by former teen idols and social media's '2016 millennial optimism' trend.

Indie Everything - As mainstream culture becomes ever more polished, consumers are increasingly celebrating independence as proof of authenticity. Second-hand fashion and DIY gigs are getting a new lease of life, while in an era of holiday selfies, travellers are looking more than ever for untouched destinations.

Courtney Scharf, Futurist at Trend Hunter comments: 'Europe is embracing the human touch when it comes to experiences this summer, but this isn't a rejection of technology. Consumers are adopting automation for the efficiency it brings to work and everyday life, while increasingly balancing this out by spending their leisure time in ways that feel distinctly human. The more pervasive AI becomes and the more of our lives we spend online, the more valuable those personal experiences are.

'AI can deliver great insights in a split second, but it cannot recreate the chemistry of people sharing a space, or the unpredictability of a live moment. People are filling their social time more intentionally - choosing live music over streaming, communal activities over solo scrolling, and deeper connections over quick catchups. 2026 will be remembered as the year consumers rediscovered what only the real world can offer.'

Among trends like sauna raves and live-action jousting role-plays, the report reveals nostalgia is playing an increasingly significant role in the experience economy. Two in five Europeans (41%) expect to take part in more nostalgia-based experiences this year, with 72% seeking out experiences that revive past cultural moments, a trend supercharged by last year's record-breaking Oasis reunion tour in the UK and Ireland.

The small business opportunity

The trend towards more intimate and personal activities presents a big opportunity for small businesses. Over half of respondents (52%) associate SMEs with providing higher quality experiences. while 57% are happy to pay more for activities that will benefit their local area or enterprises. More than half of consumers (51%) say they will consciously look to book activities through SMEs and 60% say they would use local businesses more often if they offered experiences as gifts.

Priceless.com all summer long

This summer, Mastercard's experience platform, Priceless.com, is offering a whole host of unforgettable experiences exclusively for cardholders across Europe. These range from painting an authentic Dala horse in Nusnas, Sweden, to uncovering hidden myths on an Athenian storyteller tour in Greece. Other activities include an e-bike trip around the Papuk UNESCO Global Geopark in Croatia and a rowing fitness session on the Golden Horn in Istanbul, Turkey.

ENDS

Methodology

Mastercard conducted a survey with its research partner 3Gem, to understand the shift in consumer preferences towards experiences. The fieldwork took place in February 2026.

The survey sampled 27,000 respondents across 28 countries, collecting data from Austria, Belgium, France, Germany, Italy, Poland, Spain, UK, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Finland, Greece, Hungary, Ireland, Israel, Netherlands, Norway, Portugal, Romania, Serbia, Slovakia, Slovenia, Sweden, Switzerland and Ukraine.

1 Aggregated and anonymized transaction data

Note to editors

Mastercard is a longstanding partner to dozens of Europe's most renowned entertainment and sports institutions and events, including the BRIT Awards, McLaren Mastercard Formula 1 Team, the UEFA Champions League, Roland Garros, Festival de Cannes, Berlinale Film Festival, The Open Championship and hundreds of Live Nation concerts across multiple European markets.

About Mastercard Economics Institute

The Mastercard Economics Institute provides insights into global and local economic trends using advanced analytics and Mastercard's proprietary data assets. Established in 2020, MEI supports businesses, governments and policymakers with economic monitoring services and timely analysis on economic themes including consumer spending, retail and travel trends and other local and global barometers of economic performance. MEI offers valuable perspectives to inform decision-making and promote sustainable growth worldwide through our thought leadership series and through Mastercard's specialised product offerings.

Priceless.com is available exclusively to Mastercard cardholders and provides access to unforgettable experiences and valuable everyday discounts in the cities where you live and travel.