From scroll to suitcase: What inspires Europe’s new travelers

Travel in the United Kingdom, France and Germany continues to rise. Booking decisions are often influenced by factors revolving around value and price, while media use has increased when planning and searching for trip ideas. When it comes to research before booking a trip, new Phocuswright research report Europe Consumer Travel Report 2025 has uncovered four key insights that travel companies should know about: 

1. Search engines and online travel agency sites maintain their lead positions as main research resources. The reviews found on general search engines are leveraged the most. 
2. Interestingly, artificial intelligence (AI) results in search are at parity with paid search results, likely due to their placement at the top of the page. 
3. Generative AI is gaining momentum but still has a long way to go before being a top resource. 
4. Recommendations from friends and family are still used more than any other single resource.
   

Looking forward, most Europeans have a positive outlook for future travel plans, though these may be hindered by prolonged rising costs and some sustainability concerns.