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OTAs lead, AI rises and travelers research less: New findings from three key European markets
1reports1reporting sources2026-06-23Update
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The report offers insights into consumer behavior in key European markets, valuable for suppliers and marketers in strategy development.
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6月23日
- PhocusWire All NewsEurope 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.