European traveler mindset in 2025: Simplicity, search and social influence
🌍 OTAs are surpassing general search as a travel resource. Year-over-year, generative AI usage has doubled. More travelers are booking through indirect channels to compare options for the best prices. Traditional payment methods, such as credit cards, remain popular for bookings and in-destination packages. Social media plays a growing role in travel planning, with Instagram as the top influencer across key markets and YouTube leading in content consumption.
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