European traveler mindset in 2025: Simplicity, search and social influence

If there’s one overarching narrative emerging from Europe’s travel landscape today, it’s this: In an age of experimental tech and proliferating platforms, travelers are choosing what works, with ease, price and familiarity still reigning supreme. Here are eight key takeaways from Phocuswright’s latest Europe Consumer Travel Report 2025: 

• Travel in the United Kingdom, France and Germany continues to rise. 
• There has been steady growth in digital tools, specifically the dominance of online travel agencies and more travelers trying generative artificial intelligence (AI).  
• As a resource, OTAs are surpassing general search. 
• Though its use remains largely experimental, generative AI saw a sharp increase, even doubling year-over-year. 
• More travelers are booking through indirect channels, likely so they can compare options and find the best prices.
• There is robust reliance on traditional payment methods, like credit cards, for booking and in-destination packages.
• There is a growing use of social media in planning, with Instagram emerging as the most influential platform across key markets and YouTube with the most content consumption. 
• Travelers in Europe remain resilient with plans to travel in the next 12 months without making significant adjustments.
  

For travel companies, digital infrastructure matters more than ever, but travelers are still grounded in pragmatic behaviors. Platforms that reduce friction, compare options and offer trusted experiences will continue to win. And while generative AI and social media are shifting the planning landscape, they haven’t rewritten the rules—yet. The modern traveler is open to influence but anchored in ease.