22春夏欧洲内部旅游情绪监测

WAVE 11 RESEARCH OUTLINE Thisreport monitors sentiment and short-term intentions for domestic and intra-regional travelwithinEurope.ResultsinthisreportarebasedondatacollectedinearlyMarch,duringthe2ndand3 •Thesurvey results are optimistic and reflect a solid desire to travel.A slight increase inEuropeans’concernovertheeconomicsituationandtheirpersonalfinancesisnotstatistically •Europeans'mostpreferreddestinationscontinuetobeWesternandSouthernEuropeancountries,especiallyforspring&summervacations.Travelpreference to Eastern European countries •Analysisoftriptimingsanddestinationsdoesnotrevealanysignificantdifferencescomparedtopreviousperiods. WAVE 11 RESEARCH HIGHLIGHTS •Europeans’travelsentimentclimbstonewheights,with3in4EuropeansplanningtotravelbySeptember2022.Furthermore,leisuretravelreachesitshighestlevel(76%)since •DespitethedropinCOVID-19casesduringthedatacollection,theimportanceoftheEUDigitalCovidCertificate(60%)andvaccineroll-out(59%)inenablingtravelincreases. •Incontrast,andforthefirsttimesinceAugust2020,COVID-19vaccinationisnolongertheleadingconfidence booster for travelling,having been replaced by flexible cancellation •AsEuropeansarelearningtolivewiththepandemicandtravelrestrictionsarebeinglifted,theshareofthoserealisingtheirtravelplanswithoutanychange(27%)achievesanall- WAVE 11 RESEARCH HIGHLIGHTS •Withsummerholidaysinmind,70%of‘travel-ready’Europeans*willtravelbetweenJuneandSeptember2022;intra-Europeantourismisthepreferredchoicefor56%ofthem. •Europeans’interest in Mediterranean destinations peaks,with Spain,Italy and France •Sun&Beachholidays(22%)areEuropeans’topchoicefortheupcomingsummer,followedbyCityBreaks(15%)andCoast&Seatrips(15%). •Assummerapproaches,familytravel(40%)isgainingpopularityovertravellingwithone’spartner(37%);49%ofSun&Beachtravellerswillgoonvacationwiththeirfamilies. •Europeans’preferencesforairtravelincreasedby7%,comparedtotheDecember2021survey,Atthesametime,theinterestintrainandbustravel(8%)hasdroppedtotheirlowestlevelssinceAugust2020,aprerequisiteforincreasingtourism-transportationgeneratedCO2emissionsforthefirsttimesince2019. WAVE 11 RESEARCH HIGHLIGHTS •Tripsof 4-6 nights remain the top choice for 33%ofEuropeanswhoplantotravel,whereas25%willoptfortrips •Theshare of travellers planning tospend 500-1,500 eurosrisesby8%,whiletheshareofthosereadytospendover •Just25%oftravel-readyEuropeanshavefullybookedtheirnexttrip,indicatingalimitedleveloftravelcommitmentand •DespitethedropinCOVID-19casesduringdatacollection,2in3 travel-ready Europeans still feel safer and more WAVE 11 RECOMMENDATIONS FOR DESTINATIONS •Destinationsand companies using age-based segmentation should recognise the stronger travelintentionoftheover45smarket(82%vs.72%inthe18-44agegroup).Thissegmentoftravellersisparticularlyinterestedindomestictravel(36%vs.26%inthe18-44agegroup)andtripsthatrevolve •Campaignstargeting different age groups are advised to highlight different holiday attributes:travellersaged 18-24 care most about creating lasting memories;the 25-44 age group focuses on escapingfromroutine;andEuropeansover45yearsoldputthehighestimportanceonenjoyinglifeinarelaxingenvironment. •Tomitigatetheenvironmentalimpactsoftravelduringthepeaksummerseason,destinationsmayfocusoncooperationwithrailcompaniesandpromotealternativestoairtravelfordomesticvisitorsandvisitorsfromneighbouringcountries. •AsthewarinUkrainecontinues,NTBsandDMOswillneedtocloselyfollowupitsimpactsontravel,e.g.,prepareacrisismanagementplan,andtargetdomestictravellersandforeignsourcemarketsthatarelesslikelytobeaffectedbythewar. WAVE 11 RECOMMENDATIONS FOR BUSINESSES •Tourismdestinationsandbusinessestargetingfamilies,shouldconsiderthehigherinterestofthissegmentinSun&Beach vacations(49%)overthefollowingmonths.Mostfamilytravellersare •56%ofEuropeanshavealreadychosentheirnextdestinationbuthaveonlypartiallybookedtheirtripsornotyetbookedatall.Byofferingappealingdealsandbargainsandusingre-marketingtools, •Theimportanceofflexiblecancellationspoliciesincreasedsignificantlycomparedtotheprevioussurvey.GiventheuncertaintyignitedbythewarinUkraine,businessesareadvisedtoprovideeven •Stricthealth&safety protocols should remain of high importance,particularly for spas and CONTENTS Wave 10 How toread 2.To present Wave 11 ‘timings in which respondents are most likely to take their next trip’, the following timeperiods •In 1-2 months;April-May 2022•In 3-4 months;June-July 2022 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents; 5,998•Respondentswith short-term travel plans/most likely to travel in the next 6 months(‘early-bird’travellers/ ’travel-ready’ Europeans); 4,606 4.Significant changes between current and previous waves are calculated on a 5% significance level. Statisticallysignificant differences are marked using the following symbols: 6.All data and insights refer to domestic and intra-European travel, unless otherwise stated. TRAVELINTENTIONS Despite the ongoing w