When it comes to planning a trip, inspiration is everything. What sparks the desire to explore new destinations among European travellers? Where do those first sparks of curiosity come from—the ones that lead to a booked flight or the start of a dream?
Thanks to an in-depth market analysis, we share how travellers from different European countries find their travel inspiration. The differences and similarities between them reveal a fascinating map of modern traveller behaviour.
👨👩👧👦 1. The power of personal recommendations
Across all analysed markets, “Family & Friends” tops the list as the main source of inspiration. From Sweden (69.4%) to the Netherlands (53.98%), recommendations from close contacts remain essential.
📌 Takeaway: The most powerful inspiration still comes from shared experiences. For tourism brands, encouraging word-of-mouth and real stories from travellers can be more effective than many paid campaigns.
🔍 2. Search engines: second in influence
Google (and other search engines) consistently ranks second across most countries. It’s especially strong in Finland (57%) and Italy (55.62%), showing that people continue to actively search for information before deciding.
📌 Tip for destinations and companies: A strong SEO strategy is key. If your destination doesn’t appear among the top search results, you’re missing out on potential visitors.
📱 3. Social media: Instagram and Facebook play different roles
Social platforms are more influential in Nordic and Southern markets:
- Instagram stands out in Norway (45.29%), Sweden (38.4%), Spain (38.27%), and Italy (35.6%).
- Facebook, on the other hand, holds more relevance in Denmark (33.99%) and Sweden (33.8%).
📌 Insight: Instagram is ideal for inspiring visually-driven markets, while Facebook still has power in certain age groups and regions.
🌐 4. Tripadvisor and review sites: trust as a source of inspiration
In countries like the UK (50.5%) and Italy (46.84%), online reviews are essential. Travellers rely on others’ experiences to make informed decisions.
📌 Recommendation: Managing online reputation and encouraging authentic reviews is crucial. Platforms like Tripadvisor remain trusted sources of travel inspiration.
📺 5. TV and traditional media still matter
Surprisingly, travel TV programmes still hold influence—especially in Germany (43.53%), Norway (39.02%), and Italy (31.67%).
📌 Analysis: Traditional audiovisual content continues to inspire, particularly among older traveller profiles. Don’t underestimate the impact of a good travel show or documentary.
🌍 Other interesting findings:
- France stands out for using official tourism board websites (29.9%).
- The UK and Finland show strong influence from travel company websites (airlines, hotels, etc.).
- Spain is the only country where physical travel agency shop windows still have a strong inspirational role (35.67%).
🧭 Final thoughts
While technology and social media have transformed inspiration channels, personal recommendations and active information-seeking remain the backbone of decision-making. European travellers find inspiration both from those around them and from digital platforms—and each market has unique nuances that tourism brands should take into account.
👉 What does this mean for tourism professionals? Tailoring content and communication channels to each market is essential to connect with travellers right at the moment when they begin dreaming of their next destination.
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📲 Follow us on LinkedIn for more traveller insights & tourism trends.
🚀 Want to discover more traveller segments and optimise your tourism strategy?
👉 Sign up for a free Travellyze account
📲 Follow us on LinkedIn for more traveller insights & tourism trends.