Some destinations never go out of style, but this year’s data shows that how travelers explore the world is shifting and what drives their decisions is evolving too.
Across the Atlantic, Spain, Italy, and France continue to dominate European travel wish lists according to Phocuswright’s latest travel research report U.S. and Europe Consumer Travel Reports 2025: Destination by Departure. But American travelers are taking their European adventures further, visiting more countries per trip and exploring less-frequented gems like Denmark, Ireland, Belgium, and Finland.
Regional quirks shape the story. Midwesterners favor France, while travelers from the South and West head to the U.K. and Germany, often drawn by memorable culinary experiences. And when it comes to long-haul travel, Americans who make the leap to Asia or the Middle East pack in more destinations than their European counterparts. In Central and South America, Brazil, Argentina, and Colombia attract interest, though trips there remain less frequent.
When choosing where to go, travelers worldwide rank scenery, pricing, and rest as the most important factors. Yet motivations differ by market: the French value time with loved ones, Germans prefer natural landscapes over theme parks or small towns, and the British gravitate toward cities and beaches over rural escapes.
The path to booking also varies. OTAs, general search engines, and travel review sites are influential across all markets, but Americans rely most on general search, Germans give OTAs higher weight, and Google Maps is a notable source for U.S. travelers. AI-generated recommendations are emerging but remain a niche influence.
The takeaway? The future of travel is as much about how and why people choose their destinations as it is about where they go. Knowing these nuances could give you the competitive edge you need in 2025.
Get the full story in Phocuswright’s latest report.
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?
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