Despite AI buzz and new platforms, ease, price, and trust still drive Europe’s travel choices in 2025
Jun 24, 2025
In a European travel market shaped by innovation, platforms, and AI hype, the traveler remains a creature of habit. Phocuswright’s Europe Consumer Travel Report 2025 reveals that while interest in emerging tools like generative AI is growing fast, most European travelers still prioritize ease, price, and trust. Travel demand remains strong in key markets, with online travel agencies (OTAs), social media, and traditional booking methods anchoring behavior.
Key takeaways
- Travel demand is up:Travelers in the UK, France, and Germany continue to increase their travel activity.
- OTAs outpace general search: Online travel agencies have become more influential than general search engines in the planning phase.
- Generative AI interest is growing: Usage of generative AI has doubled year-over-year, though it remains primarily exploratory.
- Indirect booking on the rise: Travelers favor indirect booking channels that allow price and option comparisons.
- Payment habits are traditional: Credit cards remain the dominant method for booking and in-destination purchases.
- Social media is a key influencer: Instagram leads in shaping travel decisions, while YouTube dominates for content consumption.
- Travelers stay resilient: Despite broader uncertainties, most European travelers plan to travel in the next 12 months without major cutbacks.
- Digital convenience trumps novelty: New technologies matter—but platforms that offer simplicity, reliability, and value still come out on top.
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