New research from Phocuswright shows a growing gap between European travellers’ use of artificial intelligence and their confidence in AI-generated travel information, creating new challenges for travel brands.
According to the Europe Consumer Travel Report 2026,
AI-assisted trip research is spread across several channels.
Standalone AI platforms are the leading entry point among AI
users in the UK, France and Germany, accounting for 44% to 51% of use.
AI features integrated into online travel agencies and
metasearch platforms represent 21% to 33%, while AI-powered search engine
answers account for 25% to 34%.
Direct supplier websites and apps attract only 11% to 16%.
"Attention isn't consolidating into one channel,"
said Pete Comeau, Managing Director, Phocuswright. "It's splitting across
standalone AI tools, search and OTA platforms, and marketers who focus on only
one are leaving a meaningful share of the decision journey uncovered."
Phocuswright’s companion report, Europe's Trust
Economy: Confidence as Travel's Newest Competitive Advantage, highlights trust
as a major factor influencing travel decisions.
Friends and family remain the most trusted planning
resource, with 42% to 55% of travellers saying they completely or mostly trust
personal recommendations. Retail travel agents follow at 33% to 42%.
By comparison, trust in AI-generated results remains
significantly lower, at just 17% to 20%, despite increasing adoption.
"That gap between adoption and confidence is the
headline finding for marketers," the report states. "AI functions as
an assistant, not an authority, and closing the gap requires transparency about
why a recommendation surfaced, not just faster output."
The research also identifies differences between markets.
UK travellers show greater openness to AI and digital tools,
while German travellers are more cautious and French travellers display greater
skepticism toward several information sources.
The findings suggest travel brands should focus not only on AI adoption but also on making AI-powered experiences transparent, verifiable and easier for consumers to control and trust. -TTN