Canonical URL: https://giftcard.news/research-trends/mastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f/ --- description: The May 2026 European research examines travel, dining and shared activities, including consumers' stated interest in buying local experiences as gifts. title: Mastercard research links experience gifting with demand for local businesses image: https://giftcard.news/images/social/v1/mastercard-research-links-experience-gifting-demand-local-businesses-bd772c1e07f9bea156c59594ddda6c45.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) # Mastercard research links experience gifting with demand for local businesses The May 2026 European research examines travel, dining and shared activities, including consumers' stated interest in buying local experiences as gifts. By [Maya Bennett](https://giftcard.news/author/maya-bennett/) May 7, 2026 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Mastercard%20research%20links%20experience%20gifting%20with%20demand%20for%20local%20businesses "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Mastercard%20research%20links%20experience%20gifting%20with%20demand%20for%20local%20businesses%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Source image for Mastercard Research Shows Europeans Seeking Human-Led Experiences This Summer](https://giftcard.news/images/variants/v1/mastercard-research-links-experience-gifting-demand-local-businesses-source-image-shows-europeans-w1280.webp) Photo: Source: newsroom.mastercard.com [Mastercard](https://giftcard.news/company/mastercard/)'s May 7, 2026 research with [Trend Hunter](https://giftcard.news/company/trend-hunter/) found that 60% of European respondents would use local businesses more often if they offered experiences as gifts. The finding formed part of a study of leisure preferences and spending intentions for summer 2026. Travel and tourism interested 79% of respondents, food-related experiences 70% and outdoor activities 69%. The report also found 57% willing to pay more for activities that supported local businesses or their area. These figures describe responses to the research, not completed purchases. Two-thirds favored human recommendations over algorithms, and nearly half were willing to reduce technology and streaming spending to fund experiences. The study connected those choices with demand for activities involving other people and time away from screens. Mastercard and Trend Hunter grouped the findings into six themes covering offline experiences, shared interests, communal activities, local connections, nostalgia and independent businesses. Two-thirds planned to attend digital-detox events, 58% sought communal activities to address everyday pressures and 41% expected to participate in more nostalgia-based experiences during the year. Separately, 72% expressed interest in experiences reviving past cultural moments. Mastercard Economics Institute economist [Natalia Lechmanova](https://giftcard.news/person/natalia-lechmanova/) interpreted the findings as an interest in the quality of experiences and human connection. Trend Hunter futurist [Courtney Scharf](https://giftcard.news/person/courtney-scharf/) described consumers using automation for efficiency while choosing different forms of leisure; those were the researchers' interpretations. The announcement also highlighted Mastercard's Priceless platform, including Dala-horse painting in Sweden, a storytelling tour in Athens and an e-bike trip in Croatia's Papuk UNESCO Global Geopark. Those were examples of the company's cardholder experiences, rather than products offered by every local business covered by the survey. ## Sources and documents ExpandCollapse * [Screen break: Europeans trade algorithms for travel, food and in-person experiences this summer](https://newsroom.mastercard.com/news/europe/en/newsroom/press-releases/en/2026/screen-break-europeans-trade-algorithms-for-travel-food-and-in-person-experiences-this-summer/?utm%5Fsource=giftcard.news) — newsroom.mastercard.com ## In this article ### Companies * [Mastercard](https://giftcard.news/company/mastercard/) * [Trend Hunter](https://giftcard.news/company/trend-hunter/) ### People * [Courtney Scharf](https://giftcard.news/person/courtney-scharf/) * [Natalia Lechmanova](https://giftcard.news/person/natalia-lechmanova/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Mastercard%20research%20links%20experience%20gifting%20with%20demand%20for%20local%20businesses "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Mastercard%20research%20links%20experience%20gifting%20with%20demand%20for%20local%20businesses%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-research-shows-europeans-seeking-human-led-experiences-this-s-9f41305ebe7f%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Maya Bennett](https://giftcard.news/images/variants/v1/maya-bennett-editorial-portrait-w320.webp) About the author ## [Maya Bennett](https://giftcard.news/author/maya-bennett/) Journalist — Rewards & Loyalty Maya Bennett covers customer loyalty, employee rewards and incentive programmes for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [MENA’s Digital Gift Card Markets: A Country-by-Country Research Atlas](https://giftcard.news/research-trends/mena-digital-gift-card-markets/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 66 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [India’s Digital Gift Card Market: Growth, Consumers and Regulation](https://giftcard.news/research-trends/india-digital-gift-card-market/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 18, 2026 30 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [AI Can Shop for You. 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