OTAs lead, AI rises and travelers research less: New findings from three key European markets

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, especially for destination choice. The report also highlights country differences: the UK is most travel-active, France favors alternative accommodation and road/rail, and Germany saw the biggest increases in air travel and spend.