Europe’s leisure travel market continues to prove resilient, but traveler behavior is becoming increasingly fragmented across the region. This is the conclusion from Phocuswright’s Europe Consumer Travel Report 2026, which analyzes consumers’ behavior in the U.K., France and Germany.
The three markets are responding differently to economic pressures, digital tools and geopolitical uncertainty, making a one-size-fits-all strategy increasingly ineffective for travel brands.
The study is based on an online survey conducted in April 2026 among leisure travelers who had taken at least one overnight trip during the previous 12 months and were actively involved in planning and booking their travel. The findings show three distinct national trends emerging.
U.K. travelers are taking more leisure trips than before, signaling continued confidence despite higher travel costs. German travelers, meanwhile, are traveling less frequently but spending more on each trip, suggesting a focus on higher-value vacations. France stands apart, with particularly strong demand for vacation rentals, rail travel, car rentals and experience-led itineraries.
The report concludes that travel suppliers and destinations can no longer rely on a single pan-European marketing approach.
OTAs overtake search engines
The travel planning journey is also changing rapidly. Although travelers report spending less time researching trips overall, online travel agencies (OTAs) have overtaken general search engines as the leading source for researching flights, hotels and other travel components. The shift has significant implications for SEO strategies, paid search investment and supplier distribution.
Traditional word-of-mouth remains highly influential. Recommendations from friends and family continue to rank among the most trusted sources of travel inspiration, despite the growing dominance of digital channels.
Booking decisions remain largely driven by convenience rather than innovation. Ease of use, previous positive experiences, straightforward search functions and reliable customer reviews continue to have the greatest influence on conversion.
Distribution preferences also differ by country. Indirect booking channels remain dominant for air travel and hotels, particularly in Germany, while French travelers are increasingly returning to direct supplier websites and apps.
AI gains ground but trust remains divided
Artificial intelligence is becoming an increasingly important part of the travel planning process.
Around one-third to four in 10 travelers across the three markets now use AI tools to research destinations, build itineraries or obtain travel advice. However, enthusiasm remains mixed.
Approximately three in 10 travelers familiar with AI say they are willing to let AI assist with booking, while a similar proportion remain unconvinced that AI can successfully plan the types of trips they prefer. Human assistance still enjoys higher levels of trust than AI for completing bookings.
External events are also influencing travel decisions. Geopolitical tensions are reducing confidence in long-haul travel, particularly among French travelers. Around four in 10 respondents across all three countries say they feel less comfortable visiting the United States than they did a year ago.
Despite these concerns, demand remains stable. Most travelers expect to maintain the same number of trips, vacation length and travel class over the next 12 months, reinforcing the continued resilience of Europe’s leisure travel market.
