U.S. and Europe Consumer Travel Reports 2025: Destination by Departure

Summary

Where are U.S. and Europe travelers headed on their leisure trips? Notable regional and generational differences in destination preferences, as many travelers carefully weigh their plans in the current environment. Destination selection is heavily influenced by digital tools, especially among younger travelers, with general search engines and OTAs playing a key role. While traditional motivators like scenery and relaxation remain strong, travelers increasingly seek personalized experiences based on budget and familiarity.

Based on comprehensive surveys of U.S., U.K., France and Germany consumers who traveled in 2024, this report compares travelers’ consumer trip-planning and purchasing behavior, specifically focusing on how they choose their destinations.

Key questions answered include:

• How do destination preferences differ between U.S. and European leisure travelers?
• What role do digital tools play in influencing destination selection across age groups and regions?
• Which traveler segments are most likely to seek new destinations versus returning to familiar ones?
• How do motivations like price, scenery, and rest shape destination choice across countries?