Europe Consumer Travel Report 2025

Summary

Travel in the U.K., France and Germany continues to rise. Booking decisions are often influenced by factors revolving around value and price. Social media use has increased when planning and searching for trip ideas. 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.

Revisited and streamlined in 2025, this report is based on a comprehensive survey of U.K., France and Germany consumers who traveled in 2024. It compares European consumers' trip-planning and purchasing behavior, including the impact of emerging technologies on the travel planning process, as well as their expectations and goals for travel in the future.

Key questions answered include:

• What does the average traveler look like? How many trips do they take per year, where do they go, with whom, for how long, and how much do they spend?
• What resources - online and offline - do travelers use to research, plan and book their trips?
• How do preferences differ across age groups?
• How do the different European source markets compare in their preferences, and—ultimately—their booking decisions? 
• What influences the decisions travelers make about various elements (e.g., air, hotel and activities) of their trips?
• What role does social media and other emerging technologies play in consumers’ travel planning activities?
• What is the sentiment towards future travel? What changes, if any, do travelers intend to make regarding their future travel?