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AI isn’t just for research anymore: What European travelers are actually doing with it

European travelers are using AI well beyond simple search, and the data shows just how far it's spread across the trip journey. According to Phocuswright's Europe Consumer Travel Report 2026, AI now plays a role in destination research, hotel and flight planning, and in-destination support across the U.K., France and Germany. Standalone AI platforms remain the top entry point everywhere, but the surrounding mix of channels, from OTAs to search engines to social platforms, varies sharply by country.
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ChatGPT Ads Launch in 31 European Markets, Offering €3-5 CPC and €45-110 Cost per Qualified Lead

💰 ChatGPT Ads launch today for European advertisers across 31 markets, including Finland. CPC rates are €3-5, cheaper than Google Search (€7-18), Meta (€2-4), and LinkedIn (€9-16). Cost per qualified lead is estimated at €45-110, making ChatGPT Ads the most cost-effective option currently. Testing with €200-300 is recommended to learn the channel before it becomes crowded, reminiscent of early Google and Meta ad pricing.
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ChatGPT Reportedly Serves Ads on 47.7% of Prompts, Compared to 25.5% for Google, According to Writesonic

📱 ChatGPT serves ads on 47.7% of all prompts, while Google does so on 25.5%. These statistics were mentioned by Writesonic, although the calculation method is unclear. There is interest in exploring differing estimates or thoughts on these figures from LinkedIn colleagues, considering variables like model specifics, ad definitions, and platform differences.
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Why one European digital identity playbook won’t work for three markets

The EU Digital Identity Wallet is gaining ground across Europe, but not for the reasons its backers might expect. According to Phocuswright's In Europe, Digital Identity Wins on Trust, Not Convenience, adoption has little to do with the convenience the wallet promises at borders, airports and hotel check-in. It comes down to trust, and trust looks different in every market. The U.K., France and Germany each carry their own relationship with national identity systems, and that history is shaping who's ready to adopt a new one and who isn't.
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