European travelers are changing the rules

Phocuswright's Europe Consumer Travel Report 2026 reveals divergent behaviors among UK, French, and German travelers: UK travelers take more trips, Germans take fewer but spend more per trip, and France shows outsized demand for rentals, rail, car rental, and experience-led travel. Overall research decreases, with OTAs overtaking general search as the top research resource. AI usage is around 30-40%, but attitudes are polarized. Geopolitical concerns affect long-haul travel comfort, with about 40% feeling less comfortable visiting the US.