Most Used Booking Channels by European Travelers 2025

Europe stands at the forefront of online travel booking, with 78% of travelers going digital - the highest among all regions. This strong digital leaning aligns with the region’s mature e-commerce infrastructure and a high level of consumer trust in online services. The relatively low reliance on agencies (22%) also reflects the independent travel culture prevalent in countries like Germany and the Netherlands, where DIY itineraries and price comparison tools dominate. Europe's digital-first behavior sets a benchmark for other regions navigating the change from offline to online.

Explore related charts to gain a better understanding of Preferred travel styles in Europe, most visited air travel hotspots in Europe, European travelers’ favored booking method.