Despite the proliferation of new technologies and platforms, the average traveller’s quest for convenience, affordability and familiarity has not wavered
European travellers are charting a new course through an increasingly digital landscape, but as the latest global travel market research firm, Phocuswright Europe Consumer Travel Report 2025 reveals, the journey remains anchored in tried-and-true priorities.
Phocuswright says that despite the proliferation of new technologies and platforms, the average traveller’s quest for convenience, affordability and familiarity has not wavered.
Additionally, travel demand across the United Kingdom, France and Germany continues its upward trajectory, reflecting a resilient appetite for adventure even as the travel sector evolves.
The report adds that digital transformation is unmistakable, with online travel agencies (OTAs) now outpacing general search engines as the go-to resource for trip planning. More travellers are experimenting with generative artificial intelligence, which, while still in its infancy for most, has seen its use double year-over-year.
According to the report, these tools are increasingly integrated into the booking process, helping users compare options and find the best deals, often through indirect channels that facilitate price comparisons and broader choice.
Phocuswright says that traditional payment methods, such as credit cards, remain the backbone of travel transactions, trusted for both booking and in-destination purchases. Meanwhile, social media’s influence on travel planning has surged, with Instagram emerging as the most influential platform across major European markets and YouTube leading in content consumption.
It adds that travellers are not just passively consuming information; they are actively shaping their itineraries based on recommendations and reviews from these platforms. For travel companies, the message is clear: robust digital infrastructure is essential, but success will still hinge on delivering seamless, reliable experiences.
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