Travel Behavior in Europe

Digital First, DIY Always But Don’t Underestimate the Human Touch

In 2025, European travelers are more independent and digitally driven than ever before. With 62% of Europeans preferring to arrange travel by themselves, the data reveals a deeply rooted do-it-yourself culture, fueled by confidence in navigating foreign destinations, and the convenience of budget airlines crisscrossing the continent. But perhaps the most powerful enabler of this trend is technology. 78% book their trips via online platforms. Digital tools have removed many of the barriers that once made self-planning challenging. It gives travelers both the confidence and the tools to take charge, turning what used to be a job for travel agents into an intuitive, enjoyable process.

But this isn't a one-size-fits-all story.Approximately 1 in 5 travelers prefer partial support shows space for “assisted autonomy. These are travelers open to support for visa handling, unique experience booking, or time-saving logistics but without surrendering control. They are most likely to be drawn to customizable, day-by-day itineraries, dynamic packaging tools, real-time trip planning platforms.

Stay Close, Fly Smart — Europe Is Exploring Its Own Backyard

Regional travel remains the foundation of European tourism in 2025. Destinations within Western and Southern Europe are leading the pack, favored for their rich culture, stunning coastlines, and world-renowned cuisine. This trend reflects more than just wanderlust. It’s about value-driven decisions:

- Rising travel costs have made short-haul flights more attractive.

- Travelers are becoming more sustainability-conscious, choosing options with a smaller carbon footprint.

- There’s a growing appreciation for the hidden gems close to home, such as small villages, regional festivals, and scenic landscapes just a few hours away.For travel marketers, operators, and hospitality brands, the message is clear: Double down on intra-European campaigns. Think weekend escapes, road trip packages, or slow travel rail itineraries. Leverage proximity to promote multi-country or cross-border themed journeys like “The Mediterranean Culture Circuit” or “Hidden Castles of Central Europe.”

Europeans Travel to Feel Better

In 2025, relaxation is the new aspiration. With 59% of European travelers choosing relaxation trips as their most preferred travel style, it’s clear that the ongoing pressures of burnout culture are redefining what people seek from travel. Peace and comfort are necessities.

But look closer, and you’ll see cultural travel gaining traction, particularly among older travelers, families, and educated segments seeking purpose. Also rising subtly: well-being tourism, think yoga retreats in the Alps, thermal spas in Hungary, or forest getaways in Scandinavia. Position your offerings as restorative and enriching. A beach resort is good but a beach resort with a guided wine heritage walk and wellness garden is better. Blend rejuvenation with inspiration. Use storytelling to sell not just places but how travelers will feel there.