监测2025年春夏欧洲内部旅游情绪

TRAVELINTENTIONS Research •72%ofEuropeansplantotravelbySeptember2025,downby3%fromthesameperiodlastyear.The55+agegroupisthemosteager(80%),whereasGenZ’stravel •66%ofEuropeansareplanningleisuretripsoverthenextsixmonths(-8%),whileanotable11%intendtotravelforanevent(+3%). WAVE 21 This report monitors intentions andshort-term plans for domestic andintra-European travel. It is the 21update since the series began in •Intra-regionaltravelremainsEuropeans’topchoice:32%plantovisitaneighbouringcountry,and28%prefera •61%ofEuropeansplantotakemultipletripsfromApriltoSeptember,up4%fromlastyear. The findings are based on datacollected in March 2025 fromrespondents in 10 key Europeanmarkets, focusing on their travel plans •Overhalf(52%)ofEuropeansintendtospendtheirnextholidayinjustonecity,while37%plantoexploremultipleplaceswithinthecountrytheywillvisit. •Well-establishedtouristdestinationsattract53%oftravellersaheadofthepeaktravelseason.35%willoptforlesspopulartouristdestinations,and13%planto •Southern/MediterraneanEuropeisstillthemostpopularregion(41%),though interest has dropped by 8%, Research TRIPPLANNING •HalfofEuropeans(50%)havealreadybookedtheirnextholiday. •Thisspringandsummer,Europeansplanforlongerstaysandhigherbudgets:42%intendtostayatthedestinationfor 7–12 nights(+11%),and 47%plan to •Accommodationisthetopexpensefor27%,followedbyfood&drinks(20%)andactivities(16%). TRAVELCONCERNS •Affordableprices(22%),destinationsafety(18%),andpleasantandstableweather(14%)arethemainfactorsinfluencingEuropeans’choiceofdestinationoverthe •Themostpressingtravel-relatedconcernsincludetravelpriceinflation(17%),the economic situation andpersonalfinances(14%),the ongoingwar betweenRussiaandUkraine(14%)andthetensionintheMiddle •28%oftravellersnowpreferdestinationswithmilderclimatesand less extreme temperatures,driven byclimatechangeconcerns. WAVE 21 Recommendations •As37%oftravellerswishtoexploremultiplelocationswithinthesamecountry,destinationsshouldcollaboratewithnearbycitiesandregionstooffermulti-stop •WithagrowingnumberofEuropeanstravellingforevents,destinationscanusemusic,culinary,orsportseventsasastrategictooltodispersetravellersacrossseasons •As25%ofSun&Beachtravellersintendtospendmostoftheirbudgetonfoodandbeverages,beach destinations should promote the local culinary scene,restaurantsbeyondcitycenters,andfoodproducersinnearbyregions—tobetterattractthese visitors and encourage broader spending beyond beach-front •With more travellers using generative AI to plan cultural and heritage trips,destinationscanimprovetheirofferandexpandtheirtravellerreachbyleveragingAI- WAVE 21 Recommendations •53%ofolderMillennials(aged35–44)plantostayatthedestinationforover7nights,andbusinessescantargetthissegmentwithspecialoffersforlongerstaysandimmersiveexperiencesdesignedfortravellersseekingmorethanjustquicktours. •Aroundathird(34%)ofEuropeansplanningdomesticholidaysinthecomingmonthsareover55yearsold.Businessesthattargetthissegmentcanboostearlybookings,whichare lower for domestic trips,by offering limited-time deals for early •17%oftravellerschecktheweatherbeforefinalisingtheirtravelplans,sohotels,touristactivities,and even cities could highlight their flexibility by offeringcancellationpossibilities during extreme weather periods to build trust and •Withclimatechangeimpactingtraveldecisionsandpatterns,tourismbusinessesinwarmerareasshouldpromoteindooractivitiesduringwarmerhoursandfocustheir WAVE 21 Reading the data Analysedsamples •Total respondents: 5,874•Respondents most likely to travel in thenext sixmonths: 4,313•Respondents planning to travel internationallywithin Europe (not necessarily in the nextsix Travel timings for Wave 21 Significant changes Changes are considered significant with a 2.5%threshold and marked with these symbols: Use these time periods as a referencefor the desired travel period: Increase All data and insights refer to domestic andintra-European travel unless otherwise stated. Travel intentions01 72% of Europeans plan to travel bySeptember 2025, down by 3% fromlast year Top three markets most likelyto travel in the next six months Europeans over the age of 55 are the most eager to travel,whereas intentions of Gen Ztravellersdrop by 10% May and June are the most popular travel months (40%), while29% of Europeans will wait until July or August to take their next trip Most Europeans plan to take intra-regional tripsrather than travel domestically or head overseas Where will Europeans travel within the next 6 months? Travel to Southern/Mediterranean Europe drops by 8%,likely due to the increased demand for more stable weather Preferred countries for the nextintra-European trip Horizon April-September ‘25 Well-established destinations attract53% oftravellers, compared to 13%aiming to travel off-the-beaten-path Type of destination for the coming trip While one-city stays are the top choicefor most Europeans, younger travellersprefer more dynamic journeys UK SwitzerlandYoung