2022/2023秋冬欧洲内部旅游情绪监测

WAVE 13 RESEARCH HIGHLIGHTS Thisreportmonitorssentimentandshort-termintentionsfordomesticandintra-Europeantravelandisthe13thwaveofmarketresearch1initiatedinSeptember2020.Resultsarebasedondatacollectedin September2022fromEuropeansin10high-volumesourcemarkets. •Positivetravelsentimentcontinues;70%ofEuropeansplantotravelinthenextsixmonths(+4%comparedtoSeptember2021);75%ofEuropeansaged45-54areeagertotakeatripoverthenextsixmonths,compared •Overhalfofrespondents(52%)plantotravelatleasttwiceinthenextsixmonths(-6%comparedtoMay2022),whiletheshareofthoseplanningonlyonetrip(41%)hasincreasedby7%overthesameperiod. •62%ofEuropeansintendingtotravelwillvisitanotherEuropeancountry-thehighestlevelrecordedsinceSeptember2020anda7%increasecomparedtoayearago. •Europeans’greatesttraveldesiresaretoenjoynature(18%),tastethelocalcuisine(17%)andexperiencethelocalculture(16%). WAVE 13 RESEARCH HIGHLIGHTS •Leisuretripsremaintheleadingtravelchoice(72%),whileonly5%ofrespondentsplanabusinesstrip. •Mostoften,Europeansprefertravellingwithapartner(38%)orfamily(37%). •Despiteoperationaldifficultiesduringthesummer,airtravelisstillthepreferredtransportationmodeforoverhalfoftravel-readyEuropeans(51%),whilepreferencefortrain/bustravel(12%)hasgrownby3%comparedtoSeptember •63%ofEuropeansareplanningtripsofuptosixnights.Travellers’mostcommonbudgetremainsat500-1,000euros(32%),whiletheshareofEuropeansplanningtospendupto500euros(21%)isupby4%comparedtoMay2022. •TheshareofEuropeanswhohavefully/partlybookedtheirtrip(45%)dropsby8%.Thisdeclineisatrendreversalfrompreviousresearchwavesandcanpotentiallybeexplainedbyincreasedeconomicconcernsleadingtoadesireforlast-minutebookings. •CityBreaks(20%)arenowEuropeans’mostpreferredtypeofleisuretrip,whileinterestinSun&Beachholidays •Goodweather(18%),attractivedeals(17%)andlesscrowdedplaces(11%)remainEuropeans’leadingcriteriaforselectingatraveldestination. RESEARCH HIGHLIGHTS •Financialissues are the leading concern for 2 in 5Europeans(+10%sinceMay2022):23%ofrespondentsareconcernedby the rising travel costs and 17%by personalfinances. •Only9%oftravel-readyEuropeansareconcernedbythewarinUkraine(-6%,comparedtoMay2022),whilethewarhashadnoeffectonthetravelplansof 52%ofrespondents •Theeffect of COVID-19 onEuropeans’travel behaviourdropstoitslowestpointsinceSeptember2020:41%of respondentsreportnochangeintheirtravelplansduetothepandemic(+7%comparedtoMay2022and+21%compared WAVE 13 RECOMMENDATIONS FOR DESTINATIONS •Thecoming months are a prime time for City Breaks.Therefore,campaigns for urbandestinationsshouldhighlightfamouslandmarksandthelocalculture,lifestyles,cuisineandgastronomy. •Althoughinterestindomestictraveldeclines,destinationsrelyingonthelocalmarketscanfocusonaudiencesandactivitieswithanabove-averageinterestindomestictrips.TheseareusuallyEuropeans over the age of 55(36%);and travellers interested in Nature and theOutdoors(35%),WellnessandRelaxation(32%)andCultureandHeritage(31%)experiences. •Destinationscanalsopromotetheiraccessibilitybypublictransportation,asthepreferencesfortravelling by train or bus strengthen,especially among travellers aged 18-24(17%)andtravellerswithabudgetofunder500Euros(17%). •Althoughlessthanpreviously,over30%ofEuropeansarestillconcernedaboutCOVID-19issues, WAVE 13 RECOMMENDATIONS FOR BUSINESSES •HotelsaretheleadingaccommodationchoiceforCityBreaktravellers;urbanhotelscouldtargetEuropeanstravellingwiththeirpartner(39%),offeringshortvacationsof4-6nights(45%)andromanticgetawaysofupto3nights(37%). •Asaresponsetothesurgeinconcernsoverinflationandpersonalfinancesandtheireffectonbookings,businessescanofferbargainsandattractivedealsinordertoboostbookingsand friends(1in3trips),lookingtoexplorefamouslocallandmarks,enjoysceniclandscapesandtaste •Culturalattractionsandheritagesitesshouldtargetbabyboomers(agedover55),astheydemonstratethehighestlevelofinterestinsuchattractions;thesetravellersalsotendtotravelwiththeirpartner to a greater extent(52%)and put increased emphasis on strict health&safety CONTENTS Wave 13 How toread 2.To present Wave 13 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:October-November 2022•In 3-4 months:December 2022-January 2023 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents: 5,988•Respondents most likely to travel in the next 6 months: 4,199 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: •Increasing,decreasing•Numbers next to the arrows reflectthe actualchange in the share of respondentsselecting a specific 6.All data and insights refer to domestic and intra-European travel, unless otherwise stated. TRAVEL Europeans’ travel intentions remain strong,growing by 4% compared to the September 2021 survey Europeans over the age of 35 maintain the highest travel int