23年夏季/秋季欧洲内部旅游情绪监测

WAVE 16 RESEARCH HIGHLIGHTS Europeans want to travel, but less thanayearago •69%ofEuropeansplantotravelbetweenJuneandNovember2023,aslightdecreaseof4%comparedtolastyear.Europeansaged25-44arethemosteagertotravel(71%),whileGenZ–aged •Europeans’mostdesiredtypesofleisuretripsforthissummerandautumnareSun&Beachholidays(18%),Culture&Heritagegetaways(16%)andCityBeaks(14%). WAVE 16 RESEARCH HIGHLIGHTS The share oftravellersintending to use public transport reaches an all time high •Similarto2022,theintendedlengthsofstayatthedestinationremain4-6nights(36%),and7-9nights(27%),whiletheintendedbudgethasincreasedby8%comparedtoayearago:41%oftravellers •TheshareofEuropeanswhointendtotravelbytrainorbushasreachedanall-timehighof16%.Yet,takingaflightremainsthemostpopularoptionfor48%ofrespondents,whiledrivingapersonalcar •56%ofEuropeanshavealreadyfullyorpartiallybookedtheirupcomingtrip-a4%risecomparedtothesameperiodlastyear. •Pleasantweather(17%),attractivedeals(17%)andwelcominglocals(12%)remainEuropeans’topcriteriaforchoosingatraveldestination. WAVE 16 RESEARCH HIGHLIGHTS Financial worriesstillimpact travel decisions •HightravelpricesandpersonalfinancesareconsolidatedastheprimarytravelconcernsforEuropeans,withrespective •Responding to the ongoing financial challenges,17%ofEuropeanswillconsideroff-seasontravel,14%willoptfor •Duringtheirnexttrip,17%ofEuropeansplantocutdownonshopping,15%willoptforless-expensiveaccommodation •WhileconcernsregardingthewarbetweenRussiaandUkraineslightlydrop(decreasing by 3%),its impact on Europeans’ WAVE 16RESEARCH HIGHLIGHTS RECOMMENDATIONS FOR DESTINATIONS •Toleveragethegrowinginterestintravellingforevents,whichisparticularlyappealingamong18–24-year-oldEuropeans,destinationscouldorganise small-to-mediumpop-upevents and festivals aimed at young •Nowisalsoagoodtimefordestinationstoproactivelydesignandorganizelarger-scaleeventsforlateautumnplussponsoralready-plannedeventsforthesameperiod,toboostawarenessinsuchevents. •Asthe interest in short-term rentals continues to increase,destinations should put efforts to responsiblymanagethisgrowingtrendanditssocialandeconomicimplicationsforthehostcommunities.Potentialmeasuresmayincluderequiringlicensing,applyingtourismtax,orlimitingthenumberofdaysapropertycould •Europeantourismreturnstofullcapacity,andsodoEuropeans’concernsaboutover-crowdeddestinations.Thisisaprimeopportunityforlesser-knowndestinationstopromotethemselves,through,forinstance, •Travellers’interestinusingpublictransportationpeaksforCityBreaks(27%),Culture&Heritagetrips(26%)andSun&Beachholidays(25%).Destinationsofferingsuchkindoftripsarerecommendedtohighlighttheir WAVE 16 RECOMMENDATIONS FOR BUSINESSES •Theincreasingtravelcostsandtheeconomicsituationareprimeconcernsinthecomingsummerandautumn.Specialbargains,early-bookingdealsandpricepromotionofferings(suchas‘travelnow •AstheshareofEuropeanswhoprefertobooktheirnexttripinadvance(infulloratleastoneoutoftransportationoraccommodation)surgesby4%comparedtoayearago,businessescanpromoteearly- •Europeans’topexperiencesincludetastingthelocalcuisine(16%),divingintothelocallife(15%)andlearningabouthistoryandculture(13%).Tourcompaniesarethereforeencouragedtopromotegoingbeyondtheordinaryandofferunique,immersiveexperiences.Someexamplescouldbejoiningmeal •Inresponsetotheslightdecreaseinthepreferenceforhotelstays,hotelsshouldfocusontargetingsegmentswhicharemostlikelytooptforthistypeofstay;theseincludeEuropeanstravellingwiththeir CONTENTS Wave 16 Reading the 1.Dates on the graphs refer to the following data collection periods for each research wave: 2.To present Wave 16 timings in which respondents are ‘most likely to take their next trip’, the following timeperiods should be used as a reference: •In 1-2 months:June-July 2023•In 3-4 months:August-September 2023 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents: 6,002•Respondents most likely to travel in the next 6 months: 4,165 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 insights refer to domestic and intra-European travel, unless otherwise stated. *Fieldwork in France, Belgium, the Netherlands and Switzerland stopped on May 19thand was relaunched on May 31 TRAVELPLANS Europeans over the age of 25share a high sentiment for travelling,despite a drop in intentions among travellers over theage of 45 While leisure remains a primary motive for travel thissummer, business travel (9%) and events trips (10%)gain popularity EUROPEANS’ MOST IN-DEMAND TRIP TYPES AND EXPERIENCESTravel horizon: June-November 2023 Travel horizon: June-November 2023 Travel horizon: June-November 2023 SNAPSHOT: BRITISH TRAVEL PLANS Travel Travel horizon: June-Nov