When travelers choose where to go next, their decisions are rarely made in isolation. Instead, they’re shaped by a mix of motivations, from price and scenery to familiarity and personal recommendations, all filtered through the digital tools they use to explore possibilities.
Data from Phocuswright’s U.S. and Europe Consumer Travel Reports 2025: Destination by Departure reveals that in this decision-making journey, OTAs, general search engines, and review platforms dominate as the most influential sources. Yet their impact shifts dramatically depending on geography, region, and generation, offering critical insight into how brands should position themselves.
Chart 1: OTAs and general search remain the most influential for choosing a destination.
Across the U.S., U.K., France, and Germany, OTAs and general search engines stand as the twin pillars of destination discovery. In the U.S., general search edges slightly ahead (38%), while Germany favors OTAs (37%). Travel review sites and Google Maps follow, underscoring that travelers not only want to find destinations but also validate them before committing.
The takeaway: visibility across multiple channels isn’t optional — it’s essential. A traveler’s decision path might start on an OTA, but confirmation often comes from a review site or map tool.
Chart 2: Travelers across the U.S. are most influenced by general search.
Breaking the U.S. down by region shows general search as the clear nationwide leader, but the supporting cast changes by geography.
- Northeast travelers lean heavily on travel review sites alongside search.
- The West uses OTAs almost as much as Google Maps, signaling a more exploratory approach.
- The Midwest shows lower OTA influence, hinting that offline advice or local familiarity may carry more weight.
For marketers, these patterns reveal that a one-size-fits-all approach risks missing key audience behaviors. Regional tailoring could unlock better engagement and higher conversion.
Chart 3: There is significant generation difference is stated influence of online resources in destination selection.
Generational data delivers the most dramatic split: younger travelers live in the digital discovery space.
- Millennials and younger are more than twice as likely as Gen X and older to rate general search, OTAs, Google Maps, and review sites as “very” or “extremely” influential.
- For Gen X and older, these tools play a secondary — not primary — role in decision-making.
For brands, this isn’t just about channel choice; it’s about content design. Younger audiences expect personalized, interactive experiences. Targeting younger travelers through these online channels is likely to be more effective than reaching older travelers.
The strategic takeaway
The data underscores a critical truth: digital influence is powerful, but not uniform. While general search and OTAs dominate overall, the “how” and “why” of their influence varies sharply by audience.
Winning the traveler’s choice means more than showing up and it requires showing up in the right channel, with the right message, at the right moment. In other words: the tools may be the compass, but understanding the traveler’s context is what truly sets the course.
Based on comprehensive surveys of U.S., U.K., France and Germany consumers who traveled in 2024, this report compares travelers’ consumer trip-planning and purchasing behavior, specifically focusing on how they choose their destinations.
Key questions answered include:
- How do destination preferences differ between U.S. and European leisure travelers?
- What role do digital tools play in influencing destination selection across age groups and regions?
- Which traveler segments are most likely to seek new destinations versus returning to familiar ones?
- How do motivations like price, scenery, and rest shape destination choice across countries?
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