2024/2025秋冬欧洲内部旅游情绪监测

Researchhighlights TRAVELINTENTIONS •Europeantravel intentions remain high,with 73%ofrespondentsplanningtotravelbetweenOctober2024and •Travelintentionis strongacrossall generations;the mostnotableyearlyincreaseisamongEuropeansagedunder45,withthoseaged35-44beingthemostlikelytotravel(78%). WAVE 20 This report tracks intentions and short-term plans for domestic and intra-European travel.It represents the 20thupdate of an ETC research project •39%of Europeans plan to travel between October andNovember2024,and33%considervisitinganeighbouringcountry.October(23%)andDecember(23%)arethemost •Halfof Europeans(51%)plan to explore less-touristicdestinationsinthecountriestheywillvisit. The findings are based on data collectedin September 2024 from respondents inten key European markets, focusing on •Amongthoseplanningtotravelinthenextsixmonths,68%intendtotakealeisuretrip,15%willvisitfriendsorrelatives, •Asautumnarrives,Culture&Heritage(18%)andCityBreak(17%)tripstakethelead,whileSun&Beachtrips(14%)have TRIPPLANNING •Intheupcomingmonths,38%ofEuropeanswilltakeasingletrip,whileasignificant56%plantotravelmultipletimes. •YoungerEuropeans(18-24 years old)are most likely toembarkonseveraljourneys(60%vs.42%forthose55+). TRIPPLANNING Researchhighlights •44%ofEuropeanshavefullyorpartiallybookedtheirnexttrip,sameaslastautumnand12%belowthepre-summerbookingrush •Tripslasting 4-6 nights remain the most popular choice ofEuropeans(43%,upby3%comparedtolastyear)whiletravelbudgetsincrease,with39%oftravellersplanningonspendingover •Airtravelremainsinhighdemand(53%),whilecartravelhasdroppedtoitslowestrecordedlevel(26%)sinceSeptember2020. •Hotelsarethetopchoicefor54%ofEuropeans,andshort-termrentalssteadilyholdthesecondplace(17%). •Theleadingdigitaltouchpointsforplanningtripsaretravelwebsites(21%),searchengines(21%),andonlinemaps(15%).Meanwhile,theshareoftravellersusingAItoolsandplatformshasgrownto7%,sincespring2024(+3%). TRAVELCONCERNS •DestinationsafetyisthetopconsiderationforEuropeanswhenchoosingatraveldestination(18%),followedbystableweatherand •ThecostoftravelremainstheleadingconcernforEuropeantravellers(19%),although decreased for three consecutiveresearchwaves(-3%comparedtolastyear). •Almost4 out of 5 Europeans(79%)reported making someadjustmentstotheirtravelhabitsduetothechangingclimate.Themost common habit is checking weather forecasts before WAVE 20 Recommendations •Travelintentionhasincreasedamongtravellersaged18-24(+8%),alongwiththeinterestintakingmultipletrips.ThisshouldencourageSun&BeachandCityBreakdestinationstotargetthisdemographicsegment,attracting17%and16%,respectively.Despitebeinglabelledasthe“TikTokGeneration”,focusshouldbeplacedontheirpreferreddigital •The high level of interest in lesser-known destinations(51%)and concerns aboutovertourism(9%)brings a great opportunity for'off-the-beaten-path'locations tohighlight(anduseaskeymarketingassets)boththeirwelcominglocalcommunityand •CartravelisparticularlypopularforNature&Outdoorholidays(41%).Toreducetheneedforpersonalvehicles,destinationscouldofferefficientshuttleservicesthatrunbetweenkey •Safetyisakeyfactorfortravelerswhenchoosingadestination(18%),anddestinationsshouldimprove safety by implementing and reinforcing health regulations,trainingemployeesonsafety measureswell asdeveloping crisis management plans.Equallyimportantiscommunicatingthesemeasuresthroughthedestination’swebsiteand WAVE 20 Recommendations •TwooutoffiveEuropeanshavechosentheirdestinationbuthavenotyetbookedit(+3%comparedtoayearago).Travelbusinessesshouldtargetthissegmentbyofferinglimited-timeattractivedeals,exclusivebenefitsthatrequireadvanceregistration,andotherincentivesforearly-birdbookings. •AsEuropeans increase theirtravel budgets,businesses can furtherdevelop premiumsustainableexperiences,suchasbuy-localluxuryshopping,farm-to-tablefinedining,upscaleeco-lodges,orglampinginremotenaturalreserves. •Inresponsetounpredictableclimateeventsandtravellers'sensitivitytosuchconditions,businessescanimplementflexiblecancellationpolicies,offeringfullorpartialrefundsin •AmongEuropeanswhopreferLGBTQ+friendlydestinations,53%haveatravelbudgetexceeding1,500euros.Businessescateringforthesehigh-valuetravellerscanstrengthentheirLGBTQ+profile by fostering a welcoming and inclusive environment,offeringLGBTQ+sensitivitytrainingforstaff,andpartneringwithLGBTQ+organizationsand WAVE 20 Reading the data Analysedsamples •Total respondents: 6,001•Respondents most likely to travel in thenext sixmonths: 4,399•Respondents planning to travel internationally Travel timings for Wave 20 Significant changes The following time periods should beused as a reference when interpreting Changes are assessed with a 2.5% thresholdfor significance and marked with the following Increase All data and insights refer to domestic andintra-European travel unless otherwise stated. Travel intentions01 Europeans’ travel intention is up by 6%over September 2023 Travel sentiment is strong across all generations,wit