European Travelers Fragment: UK, France, Germany Diverge in Behavior

Phocuswright's Europe Consumer Travel Report 2026 reveals distinct national behaviors: UK travelers take more trips, Germans take fewer but spend more per trip, and France shows outsized demand for rentals, rail, and experience-led travel. Travelers overall do less research, with OTAs overtaking general search as the top research resource. AI is growing fast in planning, with roughly a third to four in ten using it, but adoption splits: about three in ten are open to AI-assisted booking, while a similar share remains skeptical. Geopolitical concerns affect long-haul comfort, with about four in ten less comfortable visiting the US.