监测21年夏季/冬季欧洲内部旅游情绪

WAVE 8RESEARCH HIGHLIGHTS This report monitors sentiment and short-term intentions for domestic and intra-regionaltravel within Europe and is the 8thwave of market research1initiated in September 2020. Responses are collected from Europeans in 10 high-volume source markets, in light of theCOVID-19 crisis. Travel sentiment remains high, with 68% of Europeans planning to travel between July2021 and January 2022. •TheCOVID-19vaccineiskeytotourismrecovery: half (50%) of Europeans plan to booka trip once vaccinated and over half (54%) confirm that the vaccine made them more 57% of respondents strongly agree/agree that the introduction of the EU digital COVID-19 certificate will facilitate travel planning. •When planning a trip, Europeans primarily desire enjoying life in a relaxing environment(17%), escaping from routine (16%) and spending quality time with family or friends WAVE 8RESEARCH HIGHLIGHTS •Europeans’desire for leisure travel reached its highest share of all research waves over the summer months (72% of ‘early-bird’ travellers). •53%ofEuropeansplanningtotravelinthenext6monthsaimtovisitanotherEuropeancountry– the highest level sinceSeptember2020. 56% of ‘early-bird’ travellers focused on July-September,while 37% plan to travel between October 2021 and January 2022.• Europeans with short-term travel plans shared preferences for spending their next holidayout in thefresh air, whether on sun & beach (23%), coast & sea (15%) or nature & outdoors trips (13%).• At the same time, an increasing number of respondents favour travelling by car (40%), while their 1in3of‘travel-ready’Europeansareplanninga4–6-nighttrip,andhalfwillinvest500-1,500eurosontheirnextholiday. A third (34%) of them have chosen a destination, but not yet booked,and 29% have fully booked their next trip. WAVE 8RESEARCH HIGHLIGHTS •Slowly adjusting to living alongside COVID-19, theshare of respondents who refrained from planning •The top 3 factors boosting travellers’ confidence inplanninga trip between October-November aregettingvaccinated(37%),pre-travel COVID-19 •The most worrisome parts of a journey in relation topersonalhealth and safety remain the air travel WAVE 8RECOMMENDATIONS FOR DESTINATIONS •The strong link between vaccination and travel confidence endures. Destinationsshouldmaintain their focus on countries that top the vaccination uptake list and on age groups •Destinations should further enhance strict health & safety protocols and highlighttheirpositive performance in limiting the spread of COVID-19 in response to travellers’ acute •With increasing interest in road trips and in outdoor holidays, destinations could co-createthemed intra-regional car routes based on visitors’ interests to help disperse visitor flows •Responding to Europeans’ taste for 4-6-night city breaks, urban destinations can promote in-depth experiences, such as local cultural events, multi-day workshops and day trips to WAVE 8RECOMMENDATIONS FOR BUSINESSES •Taking advantage of Europeans’ positive travel sentiment, businesses could offer early-birddeals for Q4 2021 that focus on driving-distance audiences and that have flexible booking Businesses catering for families should highlight their offer as a way to spend quality timetogether and re-connect, while businesses focusing on couples should spotlight romantic leisure time and enjoying life in a relaxing environment.•Hotelsshouldfocusonshortbookingwindows, as 44% of ‘early-bird’ travellers have chosen where they want to go but have not yet booked their accommodation.•Utilisingunsold room inventory through negotiating with carefully selected contentcreatorscould be a way for independent hotels and resorts to further communicate their brand, In response to Europeans’ concerns and declining interest in air travel, aviation stakeholdersshouldpromote last-minute deals,flexible cancellation policies and the strict CONTENTS Wave 8 How toread 2.To present Wave 8 timings in which respondents are most likely to take their next trip, the following time periodsshould be used as a reference: •This month;July 2021.•In 1-2 months;August – September 2021.•In 3-4 months;October – November 2021. 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents; 5,778•Respondentswith short-term travel plans/most likely to travel in the next 6 months (‘early-bird’travellers/’travel-ready’ Europeans); 3,923 4.Significant changes between current and previous waves refer to >2.5% in the overall/ ‘early bird’ sample, and >5%in the countries’ sample. Some of these changes were marked using the following symbols: •Increasing,decreasing•Numbers next to the arrows reflectthe percentage of 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. TRAVELINTENTIONS Despite the Delta variant, travel intention remains high:68% of Eur