Key Insights from the TGM Travel Report 2025
Europe Travel Trends 2025: Behaviors, Motivations, and Market Moves
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.
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.
Traveler activities echo these trends. Beach and leisure activities are the most practiced overall at 63%, with consistent appeal across all age groups. 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.
A do-it-yourself mindset defines how most Europeans plan their trips. 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. A 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.
