监测欧洲内部旅游情绪——第七波

WAVE 7RESEARCH HIGHLIGHTS This report monitors sentiment and short-term intentions for domestic and intra-regionaltravel within Europe and is the 7thwave of market research1initiated in September 2020.Responses are collected from Europeans in 10 high-volume source markets, in light of the COVID-19 crisis. •TravelsentimentinEuropereboundsstrongly, with 70% of Europeans planning to travelin the next 6 months — a 26% surge since the previous research wave (Wave 6). •As summer reaches its peak, 2 in 3 Europeans intend to travel for leisure and 20% tovisit friends and family.• For over half of Europeans, vaccination roll-out is key to restore their travel confidenceand book a trip in the coming weeks or months. WAVE 7RESEARCH HIGHLIGHTS •HalfofEuropeansplanningtotravelinthenext6monthswouldliketovisitanotherEuropeancountry, with 28% eyeing a neighboring destination, while another 36%favour 40%of‘early-bird’travellers1 September being the most preferred travel months. •30% of ‘early-bird’ travellers will travel for 4-6 nights and a similar share (29%) will travelfor 7-9 nights. 29% of Europeans will invest 500-1,000€ in their upcoming trip, while 45% will •Responding to the dynamics of COVID-19, only 22% of ‘early-bird’ travellers have booked /arranged all the travel and accommodation components for their next trip. •Enjoyinglifeinarelaxingenvironment,escapingfromroutineand spending quality timewith family and friends are what Europeans miss the most about travelling. WAVE 7RESEARCH HIGHLIGHTS •GettingvaccinatedforCOVID-19appearstobethemostcriticalfactorinrestoringtravellers’ •Withair travel and in-destination transportationremaining the most worrisome touchpoints for a thirdof respondents, 39% of Europeans will use their •Quarantinemeasurescontinue tobe the primaryconcernfor travelling within Europe, followed by WAVE 7RECOMMENDATIONS FOR DESTINATIONS •Consideringthe importance of the COVID-19 vaccine for restarting travel,destinations’ marketingcampaigns should specifically target age groups and markets with highvaccination rates and highlight local progress in vaccine rollout.•2 in 3 ‘early-bird’ travellers prefer domestic destinations or visiting a neighbouring country, andinterest in travelling by car is growing. Both indicators should guide destinations to usegeographical proximity as an aspect to redefine their source markets.•As almost 60% of Europeans are planning to stay for over a week, destinations should create arich value proposition that highlights both the variety of available activities and the opportunityto deep-dive into a specific experience of choice.•In an effort to sustain the Euopeans’ positive travel sentiment and travel resumption, tourismorganisations should start strategising their marketing for Q4 2021, to promote urban getaways,immersive experiences and gastronomy products, top on respondents’ wish lists in Q4 2020. Considering respondents’ concerns about in-destination transportation, destinations shouldhighlight the availability of alternative and more sustainable mobility options, such as bike WAVE 7RECOMMENDATIONS FOR BUSINESSES •Hotels / attractions catering to families should mainly portray themselves as the ideal settingfor spending quality time together, while businesses targeting couples should focus more onenjoyment and relaxation. To capitalise on the growingsegment of Europeans who are driving to destinations, businessesand attractions should promote themselves to travellers on the road using location-based Considering that 78% of Europeans planning to travel have not yet booked all the travelcomponents for their next trip, businesses should introduce last-minute deals and designcampaigns for short booking windows. While this is valid for all travellers, it is of even greater As travel by car permits last-minute schedule changes and airlines are offering highly flexibleterms for changing tickets, large-scale hotels and resorts could capitalise on this opportunity CONTENTS Wave 7 How toread 2.To present Wave 7 timings in which respondents are most likely to take their next trip, the following time periodsshould be used as a reference: •This month;May 2021.•In 1-2 months;June – July 2021.•In 3-4 months;August – September 2021. 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents; 5,921•Respondentswith short-term travel plans/most likely to travel in the next 6 months (‘early-bird’travellers); 4,160 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: 6.All data and insights refer to domestic and intra-European travel, unless otherwise stated. TRAVELINTENTIONS 70% of Europeans plan to travel in the coming 6 months –The highest result since September 2020 For over half of Europeans, vaccination roll-out is keyto both regaining confidence in trave