Europe Consumer Travel Report: OTAs lead, AI rises

Phocuswright's Europe Consumer Travel Report 2026 reveals that travelers in the UK, France, and Germany are doing less research than a year ago, and OTAs have overtaken general search as the primary online resource for planning trip components. AI remains a secondary tool but is growing quickly, particularly influencing destination choice. Country nuances: UK most active, France favors alternative accommodation and rail, Germany sees biggest increases in air travel and spend.