23春夏欧洲内部旅游情绪监测

WAVE 15 RESEARCH HIGHLIGHTS TRAVEL INTENTIONS 15thwaveofamarketresearchproject1whichbeganinSeptember2020.Resultsarebasedondatacollectedin March2023fromEuropeansin10high-volumesourcemarkets. •72%ofEuropeansplantotravelbetweenApril-September2023(-5%comparedtothesameperiodin2022).A stronger sentiment is shared by Europeans over the age of 25(74%),while,among younger •MoreEuropeansareplanninggetawaysthisspringandearlysummer.Almost30%intendtotakeanovernighttripbetweenAprilandMay(up6%from2022).40%considertravellinginJuneorJuly,whileonly23%expecttotravelinAugustandSeptember(down9%fromlastyear), •TravellingwithinEuroperemainsthetopchoice:30%oftravellersplantovisitaneighbouringEuropean •Europeans’preferenceforleisuretravel(69%)fallsby7%,comparedtoayearago,whileotherreasonstotravelgainground.Interestinbusinesstravelisslowlyincreasing(+3%yearonyear). 1The data collection and research methodology are detailed in the methodological annex (slide 42)•Sun&BeachkeepsitstopspotasEuropeans’mostpreferredtypeofleisuretrip(19%),followedbyCityBreak(15%)andCulture&Heritage(14%). WAVE 15RESEARCH HIGHLIGHTS TRIP PLANNING •59%ofEuropeansplantotakemultipletripsbySeptember2023.Thistrendisledbysolotravellers,with34%planningatleast3trips(+8%comparedtoayearago). •ThepercentageofEuropeanswhoprefertousepublictransportation(trainorbus)ontheirnexttriphasincreasedto14%,up6%fromayearago.Meanwhile,drivingowncar(26%)hasdroppedtoitslowestlevelsincethestartofthisresearch.Thenormalisationoftravelbehaviourpost-COVID-19couldbeapossible •35%ofEuropeansplantripsof4-to-6nightswithanaveragebudgetof501-1,000euros.Theshareofthoseplanningtospendmorethan1,500euroshasincreasedby7%comparedto2022,reaching37%.Among •52%ofEuropeanshavealreadyfullyorpartiallybookedtheirnexttrip(up8%from2022)-asignofgrowingconsumerconfidence.Datashowsthatalargershareofbookings(53%)arebeingmadeforintra-Europeantripscomparedtodomestictravel(45%). •Pleasantweatherconditions(18%)andattractivedeals(17%)topEuropeans’criteriaforchoosingadestination,whilethepreferenceforuncrowdeddestinationsclimbstothirdplace(11%). RESEARCH HIGHLIGHTS •Forthe next months,50%of Europeans plan to maintain theirregulartravelbudget,whileaconsiderable19%plantoinvestmorethanusual. •Nevertheless,peopleremainconcernedabouttheincreasedtravelcosts(24%)andtheirpersonalfinances(17%) •Effortstokeeptravelexpenseswithinthedisposablebudgetincludespendinglessonshopping(17%),choosingcheaperaccommodation(16%)andoptingforlessexpensiverestaurantsorself-catering(15%)atthedestination. •ErraticweatherandoneofthewarmestEuropeanwintersonrecordhavemade an impact–uneasiness about extreme weather •ThewarinUkraineisstillaworry,impactingtrip-relateddecisionsofhalfoftheEuropeantravellers(+4%onlastyear). WAVE 15 RECOMMENDATIONS FOR DESTINATIONS •As3 in 5 Europeans plan to take multiple trips by September 2023,destinations could targetEuropeansplanningtheirsecondorthirdsummertripwithmulti-wavemarketingcampaigns.Thesecouldruntotheendoftheseason. •Destinationsfocusing on high-value segments could target travellers over the age of 54 byhighlightingtourismproductsthatallowindulginginnaturallandscapes,savouringlocalcuisineand relishingculture.Tripsforthisdemographicgrouparemorelikelytobelongerandmoreexpensive–24%plantospendover2,000eurosperpersonontheirnexttrip. •Asthepreferenceforuncrowdeddestinationsrises(especiallyforNature&OutdoorsandCityBreaktravellers),second-tiercitiesandmoreremotenaturalareascanleveragetheirposition.Theycouldbemarketedas‘hiddengems’,offeringauthentic,off-the-beaten-pathexperiences. •Europeans’increasing concerns about inflation and personal finances create an opportunity for moreaffordabledestinationstogainpopularityandpenetratenewsegmentsbyofferinggreatervaluefor WAVE 15 RECOMMENDATIONS FOR BUSINESSES •Sentimentfor business travel strengthens(+3%)compared to 2022.Hotels could nowrefocusonthissegmentbygettingbackintouchwithbusinesscustomers.Offeringcoworkingspaces •ImmersioninthelocalcultureisanimportanttravelexperienceforEuropeans.Tourismbusinessesareencouragedtopromoteculturalactivitiessuchascraftsworkshops,localcuisinecookingclasses,and •Europeansarelessinclinedtotravelbyprivatecar(-7%downfrom2022).Transportbusinesses(e.g.,carrentals,sharedmobility,andtransportapps)couldnowoffertouristsgreener,easy-to-useandaffordablealternativesforgettingfromAtoB. •ThepercentageofEuropeanswhohavefullyorpartiallybookedtheirnexttripvarieswidelydependingonthetiming.FortripsinApril-May,68%havealreadybooked,whileonly40%havebookedtripsplanned forAugust-September.Thispresentsanopportunityforairlinesandhotelstotargetthelatterwithattractiveearly-bookingdealsforthelatesummermonths. CONTENTS Wave 15 Reading the 2.To present Wave 15 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:April-May 2023•In 3-4 months:June-July 2023 3.To present data and insights, the following distinct groups have beenanalysed: •Total