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

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

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

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