监测欧洲内部旅游情绪夏/秋'24

TRAVELINTENTIONS Researchhighlights •Europeantourism is set to reach new heights,with 76%ofEuropeansplanningtotravelbetweenJuneandNovember2024,upby6%overlastyear.Leisureisthekeymotivationfor70%,while •Travelwillpeakwiththeheatofthesummer-45%ofrespondentsintendtotravelinJuneandJuly(+6%comparedtolastyear),andanadditional39%willdosoduringAugustandSeptember.VisitinganotherEuropeancountryremainsthemostpopularchoicefor WAVE 19 Thisreport monitors sentiment andshort-termplansfordomesticandintra-Europeantravelandisthe19thwaveofamarketresearchprojectwhichbeganinSeptember 2020.The findings aredrawnfromdatacollectedinMayandearlyJune2024fromindividualsacross •Asinprevioussummers,Sun&Beachtripshavethelead(19%),followedbyCulture&Heritage(17%)andNature&Outdoors(14%).Europeans’most desired travel experiences include admiringnaturallandscapes,savouringlocalgastronomyandindulgingin TRIPPLANNING •Nearlyequalsharesoftravellersplantotakeasingletrip(36%)andtwotrips(33%)in the upcoming months,with the formerincreasingby6%comparedtolastyear,possiblyduetoeconomic •Alarger share of Europeans(56%)have already booked their •54%ofEuropeanswillflytotheirnextdestination,upby5%overayearago.Travelbytrainremainsstableat11%. •Asforaccommodation,hotelsremainEuropeans’firstchoice(53%,+3%comparedtolastyear),followedbyshort-termrentals(17%). Researchhighlights TRIPPLANNING •Takingadvantageofthe‘GrandesVacances’,halfoftravellersareplanningtripsthatextendforatleastoneweek.ThistrendisparticularlyprominentamongEuropeansaged45andabove,whoshowanotablepreference(52%)forextendedvacationslasting •Despitepriceinflation,Europeans’travelbudgetsandintendedlengthofstayforthecomingmonthsremainunchanged. •Europeansaged 25-34 are the most likely to splurge on theirupcomingtrip,with46%planningonspendingover1,500eurospertrip. TRAVELCONCERNS •Intimesofgeopoliticaltension,climatecrisis,andhightravelcosts,safety(16%),pleasant weather(13%),and bargains(11%)areEuropeans’leadingcriteriaforchoosingadestinationinthecoming •Consequently,priceinflation(21%)andpersonalfinances(16%)aretravellers’leading concerns,followed by geo-political tensions •Additionally,someEuropeanshavereportedchangingtheirtravelhabitsduetotheevolvingclimate.Athirdofthemnowsharedtobeavoidingdestinationswheretemperaturesmightreachextremelevels,opting instead for locations with more stable weather WAVE 19 Recommendations for •AsEuropeantraveldemandpeaks,agrowingnumberofdestinationsarecalledupontopreventovertourism,byimplementingvisitors'managementtools.Theseincludelimitingfurtherexpansionoftourisminfrastructure,cappingvisitornumbers,applyingvisitors’taxes, •Europeans’growingconcernaboutextremetemperaturesisaprimeopportunityforCoast&Seagetaways,whichcouldmarketthemselvesasapleasantandlesscrowdedalternativeto •Europeans'demandforairtravelsoars–especiallyforCulture&Heritage(61%)andSun&Beach(59%)trips.Toencouragethesetravellerstotakeatrain,destinationsshouldacttomaketraintravelmoreaffordable,enhancethesupplyofdirecttrainsbetweenkeydemand •Toaidtravellerswithanaversiontoextremeweather,destinationsshouldmitigatetheimpactofsucheventsbyestablishingcoolingareasintouristspots,increasingtheavailabilityofshaded areas,and investing in heat-resilient infrastructure(e.g.,heat-reflective WAVE 19 Recommendations for •29%ofEuropeansplantoimmersethemselvesinthelocallifestyleorlearnnewthingsabouttheirnextdestinations.Tomeetthisinterest,localbusinessescouldprovidewalkingtours,culinaryexperiences,workshops,andvisitstolocalhomes—activitiesthatwouldallowvisitorstogetaninsider’sperspectivewhilepromotingcross-culturalunderstanding •Toattractcoupleswhopreferstayinginhotels,theseestablishmentscouldofferromanticpackages,createactivitiesspecificallyforcouples,andemphasiseprivacyandintimacy. •38%ofCruisetravellersand32%ofSun&Beachtravellershavealreadyfullybookedtheirtrip,andtravelagenciestargetingthesetravellersshouldmarketwellinadvance.Incontrast,33%ofEuropeansplanningaCityBreakand32%ofthosetakingaCulture&Heritagetrip •RespondingtoEuropeans’economicconcernsandtheinterestindestinationswithlowercostsof living,businessesin more affordable destinations should highlightboth theirattractivepricingandtheoveralllowcostoftravellingintheirregion.Thisisespecially WAVE 19 Reading the data Analysedsamples Data collection periods •Total respondents: 5,955•Respondents most likely to travel in thenext sixmonths: 4,508 Travel timings for Wave 19 Significant changes Changes are assessed with a 2.5% thresholdfor significance and marked with the following symbols: The following time periods should beused as a reference when interpreting the Increase All data and insights refer to domestic and intra-European travel unless otherwise stated. Travel intentions01 76% of Europeans are eager to travelin the next six months, up 6% in a year Top three markets most likelyto travel in the next six months Travel sentiment is stronger among Europeans over the age of 35,with an increase of 9% over a year ago 45% of Eur