How Europe’s Travelers Use AI and Reviews to Book Trips

Across Europe, travelers are increasingly blending artificial intelligence with online reviews to shape their booking decisions. AI-powered platforms help filter vast amounts of information, offering tailored suggestions for flights, hotels, and experiences that match individual preferences and budgets. At the same time, reviews remain a trusted resource, providing authentic, real-world insights that technology alone cannot replicate.

Together, these tools create a hybrid decision-making process: AI delivers efficiency and personalization, while peer feedback offers credibility and reassurance. For Europe’s travelers, the combination ensures not just convenience, but confidence in crafting trips that feel both smart and authentic.

Travel demand across the United Kingdom, France, and Germany continues to grow, with new research revealing how digital behavior is shaping booking decisions. According to the Europe Consumer Travel Report 2025 by Phocuswright, travelers are increasingly using online tools and media platforms to plan their trips, while still being heavily influenced by price and value.

The report highlights four key trends shaping travel planning in Europe. First, search engines and online travel agency (OTA) websites remain the top research sources for trip ideas. Reviews on general search engines are the most consulted, indicating the importance of trusted user feedback in decision-making.

Second, artificial intelligence (AI) is beginning to change how travelers search for information. AI-generated results are now viewed at the same level as paid search ads, largely because both appear prominently at the top of search pages.

Third, while generative AI tools like chatbots and travel assistants are gaining popularity, they have yet to become primary research tools for European travelers.

Lastly, despite the rise of digital platforms, personal recommendations from friends and family still hold the most weight in influencing travel decisions.

The report also notes that most European travelers remain optimistic about their future plans. However, rising travel costs and growing concerns over sustainability could temper that enthusiasm in the months ahead.

For travel brands, the findings underscore the importance of combining trusted reviews, search visibility, and emerging AI tools to engage the next generation of European travelers.

Tags: phocuswire, SyndicEx250713B

How Europe’s Travelers Use AI and Reviews to Book Trips

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