Key Insights from the TGM Travel Report 2025

Europe Travel Trends 2025: Behaviors, Motivations, and Market Moves

June 08, 2025

(Updated June 19, 2026)

TGM Europe Travel Insights 2025 (N=5,000, 5 markets) finds that 59% of Europeans choose relaxation as their top travel style, 62% arrange trips independently, and websites and Facebook lead as the top sources of travel inspiration. In 2025, this matters because it shows European travel behavior splitting sharply by generation, requiring brands to move away from one-size-fits-all marketing.

Written by

Nhi Ho

A marketing professional working with consumer insights and market trends to create content that brings clarity to complex behaviors and evolving market dynamics.

The European travel landscape is defined by diversity of generations, behaviors, and booking habits. As preferences continue to evolve across age and gender, the one-size-fits-all model is no longer viable. Drawing on insights from TGM Europe Travel Insights 2025, this article explores what motivates European travelers, how they plan and book their trips, and what they expect from travel brands.

Key Takeaways

Websites of travel companies and Facebook are the top sources of travel inspiration for European travelers.
Younger Europeans are more influenced by TikTok, Instagram, and YouTube travel content.
Relaxation is the most popular travel style, chosen by nearly 3 in 5 travelers across Europe.
Cultural and food-related travel experiences are especially popular among older travelers.
Most Europeans prefer planning trips themselves, with 62% arranging travel independently.
Online booking dominates the market, especially among younger travelers, while older consumers still value travel agencies and human support.

What Inspires the European Modern Travelers

When it comes to learning about new destinations, Europeans turn first to trusted sources. TGM Europe Travel Insights 2025 (N=5,000) highlights that websites of travel companies (26%) and Facebook (25%) are the leading platforms overall, reflecting a strong preference for official, informative content as well as social validation.

As one of the most influential platforms travelers turn to for ideas, Facebook’s popularity is especially strong among the 35–54 age group, while travel websites remain the top source among those 55 and older (42%). In contrast, TikTok, YouTube, and Instagram see their highest usage among younger demographics, with TikTok alone accounting for 25% of inspiration among 18–24s (TGM Europe Travel Insights 2025, N=5,000).

Gender differences also shape platform behavior. Women are more active on Instagram and blogs, favoring visual and narrative content, while men lean more toward YouTube and travel platforms, likely driven by comparison and planning features.

top sources of travel inspiration in europe

Leisure Styles That Define the Market

According to TGM Europe Travel Insights 2025, relaxation remains the dominant travel style, chosen by 59% of Europeans (N=5,000). Its popularity grows steadily with age, from 44% among 18–24-year-olds to 67% among travelers aged 55 and above. Cultural trips, cited by 13%, are more common among women (16%) and senior adults aged 55+. In contrast, adventure travel skews younger, with 15% of young travelers (18–24) citing them as their top style.

Traveler activities echo these trends. Beach and leisure activities are the most practiced overall at 63%, with consistent appeal across all age groups (TGM Europe Travel Insights 2025, N=5,000). Cultural and gastronomic activities, preferred by 45%, are particularly strong among older travelers and slightly more popular with women.

The diversity of leisure styles means successful destinations must align their experiences with traveler mindsets from rejuvenation and culture to movement and social exploration.

Curious about regional contrasts? Discover how APAC travelers leaned toward nearby getaways, LATAM audiences value different trip types, and MENA consumers prioritize specific travel experiences.

Who’s Booking? And How?

A do-it-yourself mindset defines how most Europeans plan their trips. The same TGM survey finds that 62% of respondents arrange trips by themselves, especially common among 18–34-year-olds, where the figure reaches 67%. Tour agencies and operators are more relevant for older travelers, with 22% of those aged 55 and over still relying on them. Additionally, 21% use a hybrid approach, arranging some elements themselves and others through service providers, indicating a need for flexible planning options.

When it comes to transaction touchpoints, digital clearly dominates. TGM data shows significant 78% book via internet or websites, with the highest adoption seen among 25–34-year-olds (85%). However, agency use climbs to 32% among 55+ travelers, reinforcing the value of human touch for older audiences.

62% of Europeans arrange trips by themselves

Winning With Segmentation: How to Serve Europe's Travelers

To succeed in the European market, brands must design for nuance rather than generalization. Travelers in their 20s and early 30s are often motivated by inspiration-led discovery, affordability, and experiential depth. Those in midlife value personalization, wellness, and hassle-free planning. Meanwhile, older travelers seek comfort, trust, and opportunities to connect with cultural heritage.

Marketing strategies should align with these distinctions. Social media video formats work best for younger audiences, while editorial content and reliable websites appeal to those aged 45 and above. Product development should consider emotional and practical needs, whether it’s creating flexible, budget-friendly experiences for younger adults or crafting culturally rich, slow-paced journeys for mature travelers.

Service delivery matters just as much. Brands that provide mobile-first booking systems, personalization features, and multi-channel support will outperform those offering one-size-fits-all experiences. The future of travel in Europe lies in designing around people (not profiles) and meeting travelers where they are, both digitally and emotionally.

Methodology

The TGM Global Travel Insights 2025 study is based on a large-scale quantitative survey conducted across 21 countries worldwide. TGM Research conducted 21,000 Computer-Assisted Web Interviews (CAWI) with travelers globally, including 5,000 participants from across Europe. The study was designed to capture travel behaviors, destination preferences, booking habits, and key decision drivers shaping travel in 2025.

Survey Methodology: online interviews (CAWI – Computer-Assisted Web Interviewing)
Sample Size: 5,000 participants
Age Groups: 18–24, 25–34, 35–44, 45–54, 55+
Country Coverage: France, Germany, Netherlands, Poland, UK
Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.

For an in-depth look at travel trends in specific markets, purchase the country report to uncover local behaviors and opportunities.

Ready to Lead the 2025 Travel Revolution?
Gain a strategic edge by understanding what drives consumer behavior in the travel industry.

Get Your Report Today!

TABLE OF CONTENTS