23年冬春季欧洲内部旅游情绪监测

WAVE 14 RESEARCH HIGHLIGHTS Thisreportmonitorssentimentandshort-termintentionsfordomesticandintra-Europeantravelandisthe14waveofamarketresearch1 initiatedinSeptember2020.ResultsarebasedondatacollectedinDecember2022fromEuropeansin10high-volumesourcemarkets. •77%ofEuropeansplantotravelbetweenJanuary-June2023,representinga16%surgeoverthesameperiodlastyear.Furthermore,58%ofrespondentsintendtotakemultipletripsinthenext6months •VisitinganotherEuropeancountryisthepreferredchoicefor63%ofEuropeans(+13%comparedtoayearago):35%planto visitaneighbouringdestination,and28%willtraveltoa non-neighbouringone.Interestindomestictourismdroppedtoitslowestlevel(25%)sinceAugust2020. •Sun&BeachisonceagainEuropeans’preferredtypeofleisuretrip(17%),followedbyCityBreaks(16%)andCulture&Heritage(15%).Enjoyingnaturallandscapes(19%),tastingthelocalcuisine(17%)andimmersinginthelocalculture(15%)arenowtravellers’mostsought-afterexperiences. WAVE 14 RESEARCH HIGHLIGHTS •72%ofEuropeanswilltravelforleisurepurposes,15%willvisitfriendsorrelatives,7%willattendanevent,and5%willtakeabusinesstrip. •Thetopthreecriteriaforchoosingthenexttraveldestinationarepleasantweather(18%),travelbargainsanddeals(17%)andfriendlylocals(12%).Fortravellersaged25-44,attractiveoffersarethemostimportantdecisionfactor.Only6%ofrespondentsconsiderdestinations’actionstopreservenaturalandculturalheritageasaprimarychoicefactor. •Thenumberoftravellersplanningtoflytotheirdestination(54%)isthehighestsince2020andup10%fromthesameperiodin2021.29%ofEuropeansplantodrivetheircarandanother10%willtakethetrain •44%ofEuropeanshavefully/partlybookedtheirupcomingtrip,a7%year-on-yearincrease.Amongexaminedmarkets,theAustrians(27%)andtheBritish(25%)havefullybookedtoahigherextent,alongwith RESEARCH HIGHLIGHTS •23%ofEuropeansmentionincreasedtripcosts,and18%theirpersonalfinancesasamajor travelconcern. •Onthepositiveside,59%ofEuropeansplantospendthesamebudgetonholidaysas they would normally do,demonstrating a strong resiliencecomparedto other spending categories.For instance,around 40%ofrespondentsintend to reduce their budget for retail shopping(clothes, •Whiletraveldesireremainsstrong,Europeansareadaptingtheirin-destinationbehaviourduetoincreasedcosts:18%willreducetheirshoppingactivities,16%willselectcheaperaccommodationand15%willbesettlingforlessexpensiverestaurants/self-catering.Affordableall-inclusivepackages(12%) •Concernsover the war in Ukraine(11%)increase slightly compared toSeptember2022,causing31%ofrespondentstomakechangestotheir WAVE 14 RECOMMENDATIONS FOR DESTINATIONS •80%ofEuropeansovertheageof55plantotravelbyJune2023;destinationscanattractthissegmentbyaddressingtheirinterestforculture&heritageattractions(38%),andoutdoorexperiencestoexplorethenatural landscape(19%),andbypromotingtravelitinerariesfortrips longerthan7 •Consideringthe importance of bargains and deals in choosing a destination,DMOs can bring localbusinessestogethertocreateaffordabletravelpackages,promotefree-entranceattractionsandthe •Friendlyandwelcominglocalsarenowthe3rdmostimportantfactorinchoosingadestination.Thus,DMOscouldpromotethehumanaspectsofthedestination(e.g.,byinvolvinglocalsincampaigns)andcreatelocalexperiencesthatallowtravellerstoengagewithresidents. •Asthepreferenceforairtravelgrows(+10%comparedtoayearago),CO2emissionsincreaseaccordingly.Tosupportthesectorinitscriticaljourneytoreducecarbonemissions,destinationsareencouragedtopromotetraintravelfurtherandcreateholidaypackagesbasedontraintransportation,whichare WAVE 14 RECOMMENDATIONS FOR BUSINESSES •58%ofEuropeanshaveeitherpartlybookedtheirnexttriporhavechosenadestinationbuthavenotyetbooked.Toencouragetheseconsumerstotakeastepfurtherandcompletetheirbooking,businessescouldemployre-marketingandlead-nurturingtacticstore-engagewithaudienceswhohavealreadyinteracted •32%ofEuropeansplanningtotravelinMay-Junehavealreadyfully/partiallybookedtheirtrip.Inresponsetothehighlevelofinterestintravelbargainsanddealsandinordertocapitaliseonthismomentum,businesses •AsEuropeans consider less expensive accommodation,hotels can offer room-only stays,cheaperaccommodationthatexcludeshotel amenitiesand dailyhousekeeping,anddiscounts forbookingmultiplenights.Theycanalsoofferall-inclusivepackagesthatallowvisitorstohavebettercontrolover •32%ofEuropeansovertheageof55planadomestictripbyJune2023,andbusinessestargetinglocaltravellerscanpromotecultureandheritageattractions(38%)andexperiencesthatfocusonenjoyingnature(19%),tasting the local cuisine(18%)and exploring the local culture(17%)-the preferredactivitiesofthisagegroup. CONTENTS Wave 14 How toread 2.To present Wave 14 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:January-February 2023•In 3-4 months:March-April 2023 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents: 6,000•Respondents most likely to travel in the next 6 months: 4,606 4.Significant changes bet