2023/2024秋冬欧洲内部旅游情绪监测

WAVE17RESEARCH HIGHLIGHTS Europeans still want to travel, but less than a year ago–leisure trips are slightly down whilebusiness trips have increased •68%ofEuropeansplantotravelbetweenOctober2023andMarch2024,representinga3%decreasecomparedto a year ago.The desire to travel is strongest among Europeans aged over 35(71%)and •38%ofEuropeansplantotravelduringtheautumnmonths(October-November),andanother32%duringtheChristmasperiod(December-January).•Visitinganeighbouringcountryistheleadingchoicefor32%oftravellers,followedbyvisitinganon- •Intentionsfor leisure trips(69%)slightly decrease compared to a year ago(72%),while the share of •Withsummerbehind,Sun&BeachtripsgivewaytoCityBreaks(19%),Culture&Heritage(17%),andNature&Outdoor(14%)tripsastheleadingchoiceforthecoldermonths. WAVE 17RESEARCH HIGHLIGHTS Use of greener transport options rises to an all-time high •HalfofEuropeanswillflytotheirnexttraveldestination.Atthesametime,theuseoftrainorbusservicesfortravelling rises to the highest-recorded level(17%,up by 5%compared to a year ago),greeneralternativetodriving(25%,downby7%comparedto2022).•Theshareoftravellersplanningtospendupto1,000euros(44%)drops(-9%)comparedtoayearago,whiletheshareofthosewithabudgetofover1,500eurosincreasesby7%(34%).Interestingly,theintended •45%oftravellershavepartiallyorfullybookedtheirnexttrip,downby11%comparedtothepre-summerbooking WAVE 17 RESEARCH HIGHLIGHTS Financial worries and extreme weather concerns shape European travel patterns •Travelpriceinflation(22%)andpersonalfinances(16%)topEuropeans’travel-related worries,followed by a 7%surge inconcernsregardingextremeweatherevents(14%)compared •Aseconomicpressuresremain,22%ofEuropeanswilloptforoff-season trips,13%will travel to more affordabledestinations,and 13%will book activities and flights inadvance. •Whileatthedestination,17%willlimittheirshopping,and15%willselect less expensive accommodation and more •Travellersaged35-44andthoseover55bothpursuevalueformoneyactively,withtheformerbookingflightsandactivitiesin •TheongoingwarinUkraineaffectedthetravelplansof37%ofEuropeans,andaconsiderable13%willavoidcountriesclose RECOMMENDATIONS FOR DESTINATIONS Rise in off-season travel and less popular destinations •ExtremeweathereventsarenowEuropeans’thirdbiggesttravel-relatedconcern.Destinationscanenhancetheirtourism resilience level by reviewing the destination's crisis management plan,revamping theirtourismcrisishandbook,creatingself-assessmentcrisis-readinesstoolsandworkshopsforSMEs,andlaunchingprojectsforaclimate-resilientinfrastructure(i.e.,seawalls,flooddefences,managingvegetation •Destinationsthat attract thesenior travel segment,especially those seekinglonger stays,should prioritisepromotingfavourableweatherconditions(32%),lowcrowdlevels(31%),andconvenienttransportation •AgrowingshareofEuropeansplantotravelbeyondEurope’stourismhotspots,witharisinginterestinmoreaffordabledestinations(13%).Moreaffordabledestinationsareadvisedtohighlighttheirpriceattractiveness •Off-seasontripsarearisingtrendamongEuropeansadaptingtotravel-costinflation(22%).Bylaunchingoff-seasoncampaigns,destinations can better spread tourism loads,provide a much-desired crowd-free RECOMMENDATIONS FOR BUSINESSES Destinations for Christmas and New Year are chosen but not yet booked •44%ofEuropeansplanningtotravelaroundChristmasandNewYear(December2023-January2024)havechosentheir destination but have not yet booked.These travellers are more concerned by travel priceinflation(49%vs34%ofEuropeanswhohavepartially/fullybookedtheirnexttrip)andbytheeconomicsituation(35%vs26%).Inresponsetotheseconcerns,marketingcampaignsforthisaudienceshould •Astripsbytraingainpopularity,tourismbusinessesclosetotrainstationscanjoineffortstocreatedriving-freetravelitinerariesthatmatchthetopinterestsofrailwaytravellers:enjoyingnature(37%),experiencingthe •Preferenceforhotelstaysishigheramongmorematuretravellers;hotelierscantargetEuropeansovertheageof54,emphasisingtheopportunitytovisitfamouslandmarks,explorethelocalculture,andlearnabout •26%oftravellersconcernedbytheirenvironmentalfootprintareagedover54(vsonly15%amongtravellersaged18-24),andbusinesseswithasustainabletourismcertificatecouldtargetEuropeansinthismore- CONTENTS Wave 17 Reading the 2.To present Wave 17timings in which respondents are ‘most likely to take their next trip’, the following timeperiods should be used as a reference: •In 1-2 months:October-November2023•In 3-4 months:December 2023-January2024 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents:5,993•Respondents most likely to travel in the next 6 months: 4,062 4.Significant changes between current and previous waves are calculated on a 2.5% significance level.Statistically significant differences are marked using the following symbols: •Numbers next to the arrows reflect the actual change in the share of respondents selecting a specificresponse between current and previous waves 6.All data and insigh