Ease and Familiarity Drive Europe’s Travel Decisions in 2025
Despite rapid advances in experimental technologies and new platforms, European travelers continue to prioritize ease, price, and familiarity when planning and booking their trips. According to Phocuswright’s newly released Europe Consumer Travel Report 2025, the travel recovery across key markets—namely the United Kingdom, France, and Germany—remains strong, with digital tools playing an increasingly central role in the journey.
The report reveals that online travel agencies (OTAs) have solidified their dominance, now surpassing general search engines as the preferred trip-planning resource. European travelers are increasingly favoring indirect channels like OTAs because they allow for easy comparison shopping, better pricing, and streamlined decision-making.
Generative AI also saw a sharp rise in usage, with adoption nearly doubling year-over-year. While still mostly experimental, the growing curiosity around AI-driven planning tools suggests a potential shift ahead. However, travelers remain cautious, favoring tools that offer convenience and clarity over novelty.
Payment behavior continues to reflect traditional preferences, with credit cards maintaining their place as the most used method for booking and in-destination purchases. In terms of content influence, Instagram has emerged as the top platform shaping travel decisions, especially in the inspiration and planning phases. YouTube ranks highest for content consumption, offering travelers immersive previews of destinations and experiences.
The data also points to a strong intention to travel within the next 12 months, with few travelers planning to cut back or delay trips. This resilience underscores the enduring importance of travel in consumer lifestyles across Europe.
Phocuswright’s report, based on travelers from the UK, France, and Germany who took trips in 2024, shows that while technologies like generative AI and social media are shifting parts of the planning experience, they haven’t fundamentally changed traveler behavior. Consumers remain anchored in practical needs—easy comparisons, seamless booking, and trusted platforms. For travel brands, investing in robust digital infrastructure and reducing friction will be critical to earning traveler loyalty in this new phase of digitally influenced, experience-driven travel.
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