Market and Trade Profile

Market and Trade Profile: Sweden

Sweden Market and Trade Profile Sweden

Overview

• Chapter 1: Inbound market statistics provides insights on key statistics about Swedish travellers and who they are. It takes a look at Britain and its competitive set as well as activities of Swedish visitors in the UK.

• Chapter 2: Understanding the market takes a close look at Swedish consumer trends, booking, planning and further travel behaviour of this source market. Perceptions of Britain held by the Swedish are also highlighted.

• Chapter 3: Access and travel trade shows how the Swedish travel to the UK, how to best cater for their needs and wants during their stay and gives insights into the Swedish travel trade. Further ways of working with VisitBritain and other useful research resources are pointed out.

2 Market and Trade Profile Sweden

Contents

Chapter 1: Inbound market statistics 1.1 Key statistics 6 1.2 Visitor demographics 17 1.3 Britain & competitors 21 1.4 Inbound activities 23

Chapter 2: Understanding the market 2.1 Structural drivers 30 2.2 Consumer trends 34 2.3 Booking and planning 38 2.4 Reaching the consumer 41 2.5 Perceptions of Britain 46

Chapter 3: Access and travel trade 3.1 Access 54 3.2 Travel Trade 58 3.3 Caring for the consumer 62 3.4 Working with VisitBritain 65 3.5 Useful research resources 66

3 Market and Trade Profile Sweden

Chapter 1: Inbound market statistics

4 Market and Trade Profile Sweden

Chapter 1: Inbound market statistics

Chapter summary • The Swedish outbound market is forecasted to account for 2016: almost 17 million trips abroad with at least one overnight stay by 2020. The UK was the 6th most popular destination £458m for such trips in 2016. • The Swedish rank globally in 24th place for international spend in tourism expenditure with US$14.5bn. • Sweden was the 14th largest inbound source market for the UK UK for volume and 13th most valuable in 2016. • Looking at Swedish holiday visitors to Britain, France was the most considered competitor destination. • The Swedish source market has a good seasonal spread with Q4 (Oct-Dec) and Q2 (Apr-Jun) the strongest quarters. • 89% of departing Swedish visitors are either ‘Very’ or ‘Extremely’ likely to recommend Britain for a holiday or short break. Source: International Passenger Survey by ONS, Oxford Economics, UNWTO, VisitBritain/IPSOS 2016, CAA 2016 based on leisure visitors

5 Market and Trade Profile Sweden

Chapter 1.1: Key statistics

Key insights th • Sweden is Britain’s 14 largest source market in terms of The UK was 6th visits and 13th most valuable for visitor spending (2016). most popular • 46% of spending came from holiday trips and 30% from business visits in 2016. destination for • Whilst the volume of business visits is yet to catch up with Swedish its pre-financial-crisis level, spend has recovered to £136m outbound travel in 2016. (2016) • London is the leading destination for a trip to Britain but South East, Scotland and the North West are also popular (based on average nights spent in the UK in 2014-2016). • The most popular activities undertaken by Swedish travellers in Britain include shopping, going to the pub, visiting parks and gardens, visiting museums and art galleries as well as castles and historic houses followed by religious buildings.

Source: International Passenger Survey by ONS, Oxford Economics overnight trips

6 Market and Trade Profile Sweden

1.1 Key statistics: global context and 10 year trend

Global context Inbound travel to the UK overview

Measure 2016 Measure Visits Nights Spend (000s) (000s) (£m)

10 year trend International tourism 14.5 expenditure (US$bn) 2007 748 3,617 276 2008 743 3,563 354 Global rank for international 2009 604 3,278 253 24 tourism expenditure 2010 758 3,743 357 2011 794 4,318 410 Number of outbound 14.1 2012 777 3,652 383 overnight visits (m) 2013 784 4,193 441 2014 869 4,042 503 Most visited destination 2015 850 3,914 510 2016 821 3,905 458 Share of UK total 2.2% 1.4% 2.0% in 2016

Source: International Passenger Survey by ONS, UNWTO, Oxford Economics

7 Market and Trade Profile Sweden

1.1 Key statistics – volume and value

Inbound volume and value Nights per visit, spend

Measure 2016 Change Rank out of Averages by Nights Spend Spend vs. 2015 UK top journey purpose per per per markets in 2016 visit night visit

Visits (000s) 821 -3% 14 Holiday 4 £127 £571

Nights (000s) 3,905 0% 15 Business 4 £190 £751

Visiting Friends/ Spend (£m) 458 -10% 13 6 £60 £372 Relatives

All visits 5 £117 £558

Source: International Passenger Survey by ONS

8 Market and Trade Profile Sweden

1.1 Key statistics: journey purpose

Journey purpose 2016 Journey purpose trend (visits 000s)

60% 500 50% 45% 450 400 366 40% 37% 350 31% 300 30% 22% 24% 24% 250 200 201 20% 150 181 9% 6% 100 71

Share of visits of Share 10% 0% 1% 50 0% 0 2 Holiday Business VFR Study Misc.

Holiday Business VFR Study Misc. Sweden All markets

• In 2016, 45% of all visits to the UK from Sweden • Holiday and VFR visits lead in terms of volume of were made for holiday purposes, followed by 24% visits from the Swedish market. In 2016, 46% of of visits to visit friends and/or relatives. spending came courtesy of holiday visitors, 30% from • 79% of holiday visits from Sweden to the UK in business visits and 16% from visits to friends and/or 2015 (excl. UK nationals) were made by repeat relatives. visitors. These repeat visitors came on average • Whilst the volume of business visits is yet to catch up between three and four times in the past ten years with its pre-financial-crisis level, spend has recovered (a high visit frequency) and spent £1,862 in the UK in recent years and stood at £136m in 2016. in total whilst the average European holiday repeat • 96% of those coming to the UK for business visits visitor spent £1,626 in the same time frame. (excl. expats) had been to the UK before as had 90% of those coming to visit friends or relatives who live in Source: International Passenger Survey by ONS; repeat / first time visitors question asked in 2015 the UK. 9 Market and Trade Profile Sweden

1.1 Key statistics: seasonality

Seasonality 2016

28% 28% 30% 27% 27% • In 2016, 28% of visits from Sweden to the UK were 24% 25% 25% 20% 20% made in the last quarter followed by 27% between 20% April and June. The summer quarter, which is high 15% season for many other markets, saw a below average 10% share of Swedish visits with 24%. 1 in 5 visits from

Share of visits of Share 5% Sweden were made in the first quarter. 0% • The period between April and June saw the most Jan-Mar Apr-Jun Jul-Sep Oct-Dec visits from Sweden for several years although proved Sweden All markets less popular than October-December in 2016.

Seasonality trend (visits 000s) 300

250 233 200 222 198 150 167 100 50 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Source: International Passenger Survey by ONS Jan - Mar Apr - Jun Jul - Sep Oct - Dec

10 Market and Trade Profile Sweden

1.1 Key statistics: length of stay and accommodation

Accommodation stayed in, 2016 Duration of stay trend (visits 000s) (nights, % share) 500 1% 1%0% 401 1% 6% 4% 400 311 300 200 100 34% 70 21 0 18

Nil nights 1-3 nights 4-7 nights 50% 8-14 nights 15+ nights

0% • Short trips of 1-3 nights and 4-7 nights are the most 2% popular duration of stay amongst Swedish visitors. • Two forms of accommodation dominate the picture Bed & Breakfast Free guest with relatives or friends with half of Swedish visitor nights spent at a Holiday village/Centre Hostel/university/school ‘/guest house’ and 34% spent staying for free Hotel/guest house Other with relatives or friends. Rented houses/flats and bed Own home Paying guest family or friends house & breakfasts accounted for a small share of Swedish nights with 6% and 4% respectively in 2016. Camping/caravan Rented house/flat

Source: International Passenger Survey by ONS

11 Market and Trade Profile Sweden

1.1 Key statistics: regional spread Nights (% share, 2014-2016) Visits to the UK in (2014-2016 average) Region Nights stayed Visits (000) (000) Total 3,954 847

Scotland (SC) 376 73

Wales (WA) 63 12

Northern Ireland (NI) 1 1

London (LDN) 2,124 536

North East (NE) 49 6

North West (NW) 299 59

Yorkshire (YO) 88 19

West Midlands (WM) 110 27

East Midlands (EM) 77 18

East of England (EoE) 121 35

South West (SW) 206 35

South East (SE) 438 84

Nil nights (Nil) N/A 19 Source: International Passenger Survey by ONS 12 Market and Trade Profile Sweden

1.1 Key statistics: regional spread and top towns and cities

Top towns and cities visited • London is the leading destination for a trip to Britain, accounting for 54% of visitor nights, but South East, Town Visits (000s, 2014-2016 average) Scotland and the North West are also popular based on the average nights spent in the UK in 2014-2016. London 536 • Visitors from Sweden have a slightly below average Edinburgh 41 propensity to visit rural and coastal areas of Britain. Visits to family and/or friends are most likely to feature Manchester 24 this activity. Liverpool 14 • 6% of visits from Sweden were bought as part of a Brighton / Hove 14 package or an all-inclusive tour which is in line with the all market average. Holiday visits and miscellanous visits are more likely to be bought in this Regional spread 2016 way, with 10% and 13% respectively bought as part of 60% 54% a package or an all-inclusive tour in 2016. 94% of 49% 50% Swedish visits to the UK were organised 40% 40% 34% independently in 2016 (please note ONS definition of 30% package holiday on page 16). 20% • The majority of Swedish respondents buy their tickets 10% 8% 10%

Share of nights of Share 3% for transport in Britain whilst they are here (with the 2% 0% 1% 0% exception of internal flights), especially transport Scotland Wales London Rest Of Northern within London, airport transfers and train tickets. England Ireland Airport transfers are also the method of transport Sweden All markets which are most likely to be pre-booked with 25% of Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors visitors reserving them in advance.

13 Market and Trade Profile Sweden

1.1 Key statistics: visits to coast, countryside and villages

Propensity to visit coast, countryside and villages

12% VFR: Went to the coast or beaches 13%

17% VFR: Went to countryside or villages 17%

1% Business: Went to the coast or beaches 2%

1% Business: Went to countryside or villages 2%

10% Holiday: Went to the coast or beaches 14%

13% Holiday: Went to countryside or villages 18%

8% All journey purposes: Went to the coast or beaches 10%

11% All journey purposes: Went to countryside or villages 13%

0% 5% 10% 15% 20%

Source: International Passenger Survey by ONS 2016 Sweden All markets

14 Market and Trade Profile Sweden

1.1 Key statistics: use of internal modes of transport

Propensity to use internal modes of transport

1% Ferry/boat 2% Car/vehicle you/group brought 2% to the UK 15% 7% Hired self-drive car/vehicle 8% Private coach/minibus (for 2% group only) 4% Public bus/coach (outside 8% town/city) 8% 39% Taxi 32% 41% Train (outside town/city) 28% Bus, Tube, Tram or Metro Train 67% (within town/city) 53% 1% Domestic flight 2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Sweden All markets Source: International Passenger Survey by ONS, 2013

15 Market and Trade Profile Sweden

1.1 Key statistics: purchase of transport and package tours

Transport services purchased before or Proportion of visits that are bought as during trip (%) part of a package or all-inclusive tour in 2016 70% 16%

59% 14% 14% 60% 13% 52% 12% 50% 10% 10% 40% 37% 36% 8% 30% 31% 29% 6% 6% 30% 26% 27% 27% 6% 25% 24% 25% 6% 20% 15% 15% 4% 12% 10% 10% 2% 10% 7% 2% 3% 1% 1% 1% 0% 0% Pre During Pre During Pre During Pre During Pre During Business Holiday VFR Misc. All journey Transport Train travel Airport Coach travel Car hire purposes within transfer London Sweden All markets Sweden All markets To be defined as a package, a trip must be sold at an inclusive price covering both fares to and from the UK and the cost of at least some accommodation. While some respondents may not know the separate costs of their fares and their hotel because they bought several air tickets and several Source: International Passenger Survey by ONS, VisitBritain/IPSOS 2016, base: visitors sets of hotel accommodation from their travel agent, the ONS definition of a package is that the costs cannot be separated.

16 Market and Trade Profile Sweden

1.2 Visitor demographics

Visitor characteristics • Business visitors are nearly twice as likely to be male than female. • Almost four-in-five holiday visitors are making a 89% repeat visit to Britain (excl. UK nationals). ‘Very’ or ‘Extremely’ likely • Most visits from Swedish residents to the UK to recommend Britain were made by Swedish nationals (90%), 4% by in 2016 British nationals. • 89% of departing Swedish travellers are either ‘Very’ or ‘Extremely’ likely to recommend Britain for a holiday or short-break. • 94% of departing Swedish felt ‘Very‘ or ‘Extremely‘ welcome in Britain.

Source: International Passenger Survey by ONS, CAA 2016 based on leisure visitors

17 Market and Trade Profile Sweden

1.2 Visitor demographics: gender and age groups

Visitor demographics: Age group trend gender ratio of visits from Sweden: 52% female, 48% male 250

Female (% share of visits by journey purpose)

100% 200 186 80% 184 59% 57% 51% 56% 183 60% 44% 36% 42% 40% 150 20% 20% 0% 104

Business Holiday VFR Misc. 100 Visits (000s) Visits Sweden All markets 78

Male (share of visits by journey purpose) 50 53 100% 80% 33 80% 64% 56% 56% 60% 49% 43% 41% 44% 0 0 40% 2002 2005 2008 2011 2014 20% 0% 0 -15 16-24 25-34 Business Holiday VFR Misc. 35-44 45-54 55-64 Sweden All markets 65+ Not Known Source: International Passenger Survey by ONS

18 Market and Trade Profile Sweden

1.2 Visitor demographics: origin

Visits to the UK in (000) 2016 • The largest proportion of Swedish visitors to Britain reside in Södermanland (incl. Stockholm), Bohuslän and Skåne. • The areas in Sweden with the most inhabitants are in the South and along the Baltic coast in the east. Inland areas of the north tend to be scarcely populated which explains the small share of visitors sourced from these areas.

Visits in 000s | % share of visits

High Medium Low

Source: International Passenger Survey by ONS, CIA World Factbook 2017

19 Market and Trade Profile Sweden

1.2 Visitor demographics: welcome and recommending Britain

Feeling of ‘welcome’ in Britain Likelihood to recommend Britain

60% 60% 55% 51% 49% 50% 50% 45% 43% 45% 39% 40% 40% 34%

30% 30%

20% 20% 12% 11% 9% 10% 6% 10%

0% 0% 0% 0% 0% 1% 0% 0% 0% 0% Extremely Very Quite Not very Not at all Extremely Very likely Quite likely Not very Not at all welcome welcome welcome welcome welcome likely likely likely Sweden All markets Sweden All markets

Source: CAA 2016; asked to leisure visitors

20 Market and Trade Profile Sweden

1.3 Britain and competitors

Market size, share and growth potential • Britain was the 6th most visited destination by Swedish travellers in 2016, behind Spain, Norway, Denmark, Germany and France. • Forecasts suggest there is the potential for more than 40% growth in the number of Swedish outbound overnight trips by 2025. Britain The number of visits to Britain is also ranks 6th forecasted to grow over the next decade. for Swedish outbound • Of those who came to Britain for a holiday, destinations by volume France was most considered as an alternative destination. Two in five stated they had not considered any other holiday destinations. • More than 80% of Swedish trips are taken for travel within Sweden, especially in the summer. Between 2014 and 2016 Swedish domestic travel has increased 10% while travel abroad has decreased.

Source: Oxford Economics (outbound overnight trips), VisitBritain/IPSOS 2016, Swedish Tourism Survey conducted by HUI

21 Market and Trade Profile Sweden

1.3 Britain and competitors

Britain’s market share of Swedish visits Historic and potential visits to Britain (000s) among competitor set

1,000 25% Norway 888 24% 900

Denmark 22% 18% 800

Germany 14% 700 15% 600 France 12% 12% 500 United Kingdom 12% 14% 400

Poland 8% 300 6% 200 6% 11% 100 Ireland 1% 1% 0 0% 5% 10% 15% 20% 25% 30% 2016 2011

Source: Oxford Economics, overnight visits

22 Market and Trade Profile Sweden

1.4 Inbound activities

Inbound Britain activities • Shopping is the number one activity which features in many Swedish visits. • Built heritage sites, and especially museums, are important attractions for many visitors with almost one in three Swedish trips involving a visit to them. • Half of holiday visits involve time in a park or garden. • More than half of the Swedish like to dine in a restaurant or visit a pub in Britain. One in three like to socialise with locals. • About 46,000 visits per annum feature time watching football. • One in five Swedish visitors went to the theatre, opera, musical or ballet while in Britain in 2016, slightly above average.

Source: International Passenger Survey by ONS, based on 2011 and 2016

23 Market and Trade Profile Sweden

1.4 Inbound activities

Propensity to visit museums and Propensity to visit built heritage sites galleries

VFR: visited religious buildings 18% 23% 18% VFR 23% VFR: visited castles/historic houses 24% 23%

Holiday: visited religious buildings 23% 43% 35% Holiday 48% Holiday: visited castles/historic houses 45% 48%

7% Business: visited religious buildings 3% Business 4% 6% Business: visited castle/historic houses 3% 6% All journey purposes: visited religious All journey 28% 16% buildings 20% purposes 28% All journey purposes: visited castle/historic 28% houses 28% 0% 20% 40% 60% 0% 20% 40% 60% Sweden All markets Sweden All markets

Source: International Passenger Survey by ONS 2016

24 Market and Trade Profile Sweden

1.4 Inbound activities

Propensity to attend the performing arts Number who went to watch football live during trip (000s)

All journey purposes: Went to the 11% theatre/musical/opera/ballet 9% 13.3

7% VFR: Went to the theatre/musical/opera/ballet 8% 0.6 Football Business: Went to the 2% 1.2 theatre/musical/opera/ballet 2%

31.1 Holiday: Went to the 19% theatre/musical/opera/ballet 14%

0% 10% 20% 0 10 20 30 40

Sweden All markets Holiday Business VFR Misc.

Source: International Passenger Survey by ONS 2011 and 2016

25 Market and Trade Profile Sweden

1.4 Inbound activities

Propensity to go for a walk Propensity to visit a park or garden

10% Holiday: Walking along the coast 39% 11% VFR: Visiting 19% parks or gardens Holiday: Walking in the countryside 32% 26%

2% Business: Walking along the coast 50% 1% Holiday: Visiting 5% parks or gardens Business: Walking in the countryside 50% 5%

9% VFR: Walking along the coast 7% 11% Business: Visiting 31% parks or gardens VFR: Walking in the countryside 7% 28%

7% All journey purposes: Walking along the coast 8% All journey 35% purposes: Visiting All journey purposes: Walking in the 18% parks or gardens 32% countryside 20%

0% 20% 40% 0% 20% 40% 60%

Sweden All markets Sweden All markets

Source: International Passenger Survey by ONS 2007, 2010 and 2016

26 Market and Trade Profile Sweden

1.4 Inbound activities

Propensity to go to restaurants, pubs, Propensity to purchase selected items night clubs and socialise with locals (%)

None of these 32% 16% VFR: went to bars or night clubs 14% 38% 79% Other holiday souvenir (not mentioned… 9% VFR: dining in restaurants 62% 16% 52% 3% VFR: socialising with the locals 50% Items for your home e.g. furnishing 3% VFR: went to pub 58% 53% Electrical or electronic items e.g. camera 2% 21% 3% Holiday: went to bars or night clubs 14% 4% 88% CDs, DVDs, computer games etc Holiday: dining in restaurants 70% 5% 32% 17% Holiday: socialising with the locals 36% Food or drink 24% Holiday: went to pub 66% 50% Games, toys or gifts for children 12% 8% 9% Business: went to bars or night clubs 7% 13% 64% Books or stationery Business: dining in restaurants 49% 13% Business: socialising with the locals 18% 17% 15% Cosmetics or toiletries e.g. perfume 12% Business: went to pub 38% 31% Bags, purses etc 14% 16% 9% All journey purposes: went to bars or… 12% 12% 78% Personal accessories e.g. jewellery All journey purposes: dining in… 61% 10% 33% 52% All journey purposes: socialising with… 34% Clothes or Shoes 41% All journey purposes: went to pub 56% 45% 0% 20% 40% 60% 0% 20% 40% 60% 80% 100% Sweden All markets Sweden All markets

Source: International Passenger Survey by ONS 2007, 2008, 2011 and 2013

27 Market and Trade Profile Sweden

Chapter 2: Understanding the market

28 Market and Trade Profile Sweden

2.Understanding the market

Chapter summary • Sweden has a population of about 10 million. Cultural • Whilst 12% of the Swedish did not take overnight trips away from attractions & home in 2015, it is very common for the majority to go on more than vibrant cities one such trip, indicating that travel is important to them. Most important draws for Swedish • About two in five Swedish holiday visitors tend to start thinking visitors about their trip to Britain as early as half a year in advance or more. • More than half of holiday bookings of a trip to Britain were made within two months before arrival, one in three booked between three to six months prior to departure. • Friends, family and colleagues are by far the most important influence on the holiday destination choice. • The Swedish rate Britain highly for its vibrant cities, contemporary culture and sport. One of Britain’s strengths is the perception that it is a good destination for watching a sporting event and for shopping.

Source: Arkenford 2013, Oxford Economcis, VisitBritain/IPSOS 2016, GfK Anholt Nation Brands Index 2016, Flash Eurobarometer 432 by EC 2016

29 Market and Trade Profile Sweden

2.1 Structural drivers

Demographics & society • Population of about 10 million. • Sweden has a parliamentary constitutional monarchy. 9.9m • There are 21 counties: Blekinge, Dalarna, Gavleborg, Gotland, Halland, Swedish Jamtland, Jonkoping, Kalmar, Kronoberg, Norrbotten, Orebro, population Ostergotland, Skane, Sodermanland, Stockholm, Uppsala, Varmland, Vasterbotten, Vasternorrland, Vastmanland and Vastra Gotaland • The highest populated areas are in the South and along the Baltic coast in the east; areas inland of the north tend to be scarcely populated. • The official language is Swedish; Finnish, Sami, Romani, Yiddish and Meankieli are official minorty languages. Swedish people often have a good command of English and expect and usually enjoy speaking English when in Britain. • Swedish employees are usually entitled to 25 days of annual leave and there are 11 public holidays per year in Sweden.

Source: Oxford Economics, CIA World Factbook 2017

30 Market and Trade Profile Sweden

2.1 Structural drivers: population and economic indicators

Population dynamics Economic indicators

Measure 2016 Indicator 2016 2017 2018 estimate

Total population 9,896,000 Real GDP 3.0% 3.5% 2.5% Net No. migrants per 5 Consumer spending 2.4% 2.6% 2.5% 1,000 population Average annual rate of population Unemployment rate 6.9% 6.8% 6.7% 0.7% change in 2015 - 2020 Average earnings 3.2% 2.6% 3.2%

Consumer prices 1.0% 1.8% 1.9%

Source: Oxford Economics, CIA World Factbook 2017

31 Market and Trade Profile Sweden

2.1 Structural drivers: general market overview

General market conditions

• Sweden was Britain’s 14th largest source market in • The country has a population of about 10 million with terms of visits and 13th most valuable for visitor a median age of 41. spending in 2016. • Most people in Sweden are well-educated and enjoy a • The Swedish economy has recently gained very high standard of living with real GDP per capita momentum with GDP growth above expectations due in purchasing power parity terms of more than to healthy consumer spending and investment, US$45,000, forecasted to increase in the years to despite increasing inflation. Real GDP is forecasted to come. grow by 3.5% in 2017. (Oxford Economics) • Exchange rate: comparing the monthly average for August 2015 when GBP was very strong vs. SEK and August 2017, cost of GBP has become 21% more Key demographic and economic data affordable for Swedish visitors to the UK.

Measure (2016 data) Sweden Eurozone

Population (m) 9.9 336.8 GDP per capita PPP (US$) 45,668 38,070 Annual average GDP growth 1.6 0.6 over past decade (%) Annual average GDP growth 3.0 1.7 in 2016 (%) Source: Bank of England, Oxford Economics, CIA World Factbook 2017

32 Market and Trade Profile Sweden

2.1 Structural drivers: exchange rate trends

Exchange rate trends (cost of GBP in SEK)

16.00

15.00

14.00

13.00

12.00

11.00

10.00

9.00

8.00 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Please find the most up-to-date exchange rate trend based on monthly averages at visitbritain.org/visitor-economy-facts.

Source. Bank of England

33 Market and Trade Profile Sweden

2.2 Consumer trends

• The volume of domestic travel in Sweden increased by 10% from 2014 to 2016, whilst travel abroad decreased. More than 80% of overnight leisure trips made by Swedes are domestic, particularly popular in 55% summer, whilst Swedes like to go abroad in winter of Swedes like to go when it gets cold and dark. abroad in the winter • The majority of Swedes book their holidays online and months while summer are familiar with e-commerce, especially the younger is often reserved for age groups. holidays at home. • Swedish consumers tend to be environmentally conscious and nature tends to be important to them. Natural features and cultural and historical attractions are equally important features of a destination which would make more than one in three Swedes return to a destination. • The sharing economy is also a growing trend in Sweden in line with other European markets and the Swedes are familiar with companies like AirBnB and Uber. Sources: Swedish Tourism Survey conducted by HUI,Traveller survey by Swebus, Svenskarna och interenet 2016, Flash Eurobarometer 432, March 2016, Sharing Economy – embracing change with caution by Entreprenörskaps Forum

34 Market and Trade Profile Sweden

2.2 Consumer trends: overall travel trends

Travel trends • The volume of domestic travel in Sweden increased by • The majority of Swedes booked their holiday online in 10% from 2014 to 2016, whilst travel abroad decreased. 2015. 11% stated they booked over the counter in a More than 80% of overnight leisure trips are domestic . A smaller share of Swedish respondents (not including visits to family or staying in a summer used other channels. Growing penetration in the tablet house). Less than a fifth of paid overnight leisure trips market has driven online sales migration to mobile are international. platforms and a growing number of Swedes use mobile • Many Swedes have a preference for staying in Sweden devices for booking travel. in summer and save holidays abroad for the winter • Swedish consumers tend to be environmentally months when it gets cold and dark. About three out of conscious and nature tends to be important to them. four Swedes stay in Sweden in summer. 55% of Natural features were just as important factors as Swedes travel abroad in winter. cultural and historical attractions when they were asked • More than 90% of the Swedish population has access which features of a destination would make them come to the Internet and 82% use it daily. It is more and more back. A recent Eurobarometer survey revealed that common to own a computer and a tablet as well as a 38% of Swedes try to avoid taking short-haul flights as smartphone. Of the average 24 hours per week that part of their personal action to tackle climate change Swedes use the Internet, 9 of these are spend on the (the European average is one in ten). However, mobile phone. Swedes are less likely than the European average to • Travel had a share of more than 40% of Swedish e- say that environmentally-friendly practices or commerce sales in 2015 (the most developed areas are certifications play a role in their destination choice. transport including airline and train tickets and package holidays). Source: Swedish Tourism Survey conducted by HUI,Traveller survey by Swebus, Svenskarna och interenet 2016, Special Eurobarometer 459, September 2017, Flash Eurobarometer 432, March 2016, Travel in Sweden by Euromonitor, August 2016

35 Market and Trade Profile Sweden

2.2 Consumer trends: motivation and attitudes to holidays

Number of overnight trips away from home Motivation and attitudes to holidays for all journey purposes (%) • The majority of Swedish said that they were unlikely to amend their holiday plans due to the economic situation 25% (72%) and only 11% said that they go on holidays in 20% 19% 2016 but are likely to spend less (Flash Eurobarometer 20% 16% 432 by EC). This shows a much lower impact than the European average. 15% 12% 12% 11% 9% • The use of the sharing economy is a growing trend in 10% Sweden in line with other European markets. The 5% Swedes are familiar with companies like AirBnB and 1% Uber and for many of them the price is not the only 0% reason to choose these services. They also choose it None 1 2 3 4-5 6-10 10+ DK for sustainability reasons.

• Whilst 12% of the Swedish did not take overnight trips away from home, it is very common for the majority to go on more than one such trip.

Source: Flash Eurobarometer 432 by EC 2016: During 2015, how many times did you travel for professional or personal reasons where you were away from home for a minimum of one night?, Sharing Economy – embracing change with caution by Entreprenörskaps Forum

36 Market and Trade Profile Sweden

2.2 Consumer trends: reasons for holidays Main reasons for going Reasons to return to the same destination on holiday (%) for a holiday

12% Specific events 2% 9% Accessible facilities 6% 41% Visiting family/ friends / relatives 35% 38% Cultural and historical attractions 31% 25% Culture 26% 21% The activities/services available 20% 22% Nature 31% 18% How tourists are welcomed 13% 21% Sport-related activities 12% 17% 18% The general level of prices City trips 24% 27% 35% 29% The natural features Wellness/Spa/health treatment 45% 13%

36% 22% Sun/beach The quality of the accommodation 39% 32%

0% 20% 40% 60% 0% 20% 40% 60%

Sweden EU28 Sweden EU28 • Amongst the main reasons for going on a holiday for • Asked for reasons which would make them come back, more Swedish travellers are: visiting family/friends/relatives, than one in three Swedish value cultural and historical attractions sun/beach, wellness/spa/health treatment, culture, nature as well as natural features, followed by the quality of the and city trips. accommodation and the activities and services available. Source: Flash Eurobarometer 432 by EC 2016: What were your main reasons for going on holiday in 2015? Firstly? And then? and Which of the following would make you go back to the same place for a holiday? Firstly? And then?

37 Market and Trade Profile Sweden

2.3 Booking and planning

• A large proportion of Swedish holiday visitors tend to start thinking about their trip early with 38% doing this as early as half a year or more in advance. >50% • 36% of bookings were made in the three to six of Swedish visitors booked month window before the arrival to Britain; within two months of their however, more than half of Swedish bookings arrival in Britain happened within two months before the trip. • Most bookings to Britain were made online; however, when travel and accommodation are booked together, about one in twelve visitors made the booking face-to-face.

Source: VisitBritain/IPSOS 2016

38 Market and Trade Profile Sweden

2.3 Booking and planning: booking channels and ticket sales

How trips to Britain were booked Propensity to make a purchase before or during trip

0% 2% 3% 100% 1% 1% 45% 41% 6% 90% 15% 40% 37% 9% 1% 1% 35% 80% Don’t know 30% 31% 30% 28% 28% 70% 23% 24% Did not book – stayed with 25% 21% 22% 60% 19% 19% friends / relatives 20% 17% 17% 50% 15% 98% By phone 15% 11% 10% 40% 81% 83% 8% 10% 6% 6% Face to face 30% 5% 20% 0% Online Pre During Pre During Pre During Pre During Pre During 10% Theatre / Sporting event Guided Guided Tickets / passes 0% Musical / tickets sightseeing sightseeing for other tourist Travel Accommodation Holiday Concert tickets tours in London tours outside of attractions London (travel and accommodation) Sweden All markets

• Swedish visitors tend to be very comfortable with booking • Prior to trip: The proportion of purchases of the above their trips to Britain online. Almost all Swedes booked their items before the trip was below the all market average travel on the Internet (i.e. transport to Britain). across all categories amongst Swedish respondents with • Only 9% of bookings were made face to face when they theatre/musical or concert tickets the most likely to be booked a holiday arrangement (i.e. travel and bought in advance of the trip to Britain. accommodation combined). This compares to the global • During the trip: About one in five Swedes bought theatre, average of 26%. musical or concert tickets. More than one in three Source: VisitBritain/IPSOS 2016, base: visitors (online survey) purchased tickets/passes for other tourist attractions.

39 Market and Trade Profile Sweden

2.3 Booking and planning: lead-times

Decision lead-time for visiting • About two in five Swedish visitors start thinking early about their trip to Britain, i.e. half a year or more in Britain advance of their journey; a similar proportion did this three to six months in advance. 45% 39% • 65% made their decision to travel to Britain at least three 40% 38% 38% 36% 35% 34% months prior to the actual journey (just below half of 35% 33% 30% these six months or earlier). 30% 25% • Nearly two in five Swedish visitors looked at options and 25% prices between three and six months ahead of the trip 19% 20% and 36% also made the booking in the same time 14% 14% 15% 12% frame. One in three were more spontaneous and looked at options between one and two months before the trip 10% 7% 7% 8% 5% and 12% within one month. Compared to other markets, 3% 4% 4% 5% Swedes tend neither to be especially early nor late in 0% their planning and booking behaviour. 6+ months 3-6 months 1-2 months Less than 1 Don't know before trip before before month before • Most of the Swedish visitors who booked travel separately booked their transport directly with the % starting to think about trip at each stage service provider (64%). 48% of those who booked

% deciding on the destination at each stage accommodation separately purchased it directly from a travel agent/tour operator or travel comparison website % looking at options/prices at each stage and the same share directly from the accommodation % booking the trip at each stage provider. Source: VisitBritain/IPSOS 2016, base: visitors

40 Market and Trade Profile Sweden

2.4 Reaching the consumer

• The most influential information source for Swedish visitors when making a holiday destination choice is, by far, friends, family and colleagues followed by price comparison websites and information from search engines. Friends, family Talking to friends and family on social networks and travel agent and tour operator websites & colleagues also feature among some of the most important #1 Influence for the influences on where to go for a holiday. destination choice • Whilst travel providers and online sources are of the Swedish popular for researching and making a destination choice, almost one in five Swedes state that they consult travel guidebooks. • About 80% of Swedes watch an average of 2 hours of TV per day (below the European average) and 70% of Swedes tune in to the radio.

Source: VisitBritain/IPSOS 2016, Sweden – Media Landscape by European Journalism Centre EJC 2017

41 Market and Trade Profile Sweden

2.4 Reaching the consumer: broadcast media, radio and papers

Broadcast media Newspapers • Public service television Sveriges Television broadcasts • Nearly 90% of adults in Sweden read at least one through 3 main channels: SVT1, SVT2 and Barnkanalen newspaper a day which brings Swedish print media (children‘s channel) which make up about 35% of the consumption close to the top worldwide. Swedish television market. • There are about 150 printed papers in Sweden, almost all • Main commercial TV channels: TV 4 (20% market share with an online edition. Roughly 60 are published only in 2015), TV3, Kanal 5, , TV6 and TV8. once or twice a week with a low circulation. • About 80% of all Swedes watch television daily (average • Daillies published in the three metropolitan areas of of 2 hours). Comparing it with other European countries, Stockholm, Göteborg and Malmö: , Swedes spend less time watching traditional television. Göteborgs-Posten and Sydsvenskan. The tabloids: Aftonbladet (the biggest Swedish newspaper), incl. local editions in Göteborg (GT) and Malmö Radio (Kvällsposten). All published daily with focus on • Sveriges Radio is the dominant player with 75% share of the entertainment, sports, culture and opinion pieces. radio audience market. 3ational channels: P1 (news, culture • Regional and local subscribed morning papers: published and public affairs), P2 (classical music) and P3 (youth); at least 3x/week with the biggest being Helsingborgs regional channel P4 (news and current affairs in 25 regions, Dagbladet, Dalarnas Tigningar, Nerikes Allehanda. targes 40+ age group). Local commercial radio: MTG Radio • Low frequency papers published 1x or 2x/week include and Bauer Media. local papers in the metropolitan areas and small regional • On average, 70% of the population tune in to the radio – and local papers. whilst this proportion has been stable, the average time • Freely distributed newspapers: around 100, distributed spent listening has declined to a daily average of 2 hours in often on weekly basis, the biggest is Metro distributed 2015. One of the potential reasons is music streaming 5x/week. services such as Spotify. • Some of the newspapers have travel sections e.g. Svenska Dagbladet publishes one every Sunday. Source: Consulate General of Sweden, Sweden – Media Landscape by European Journalism Centre EJC 2017 Market and Trade Profile Sweden

2.4 Reaching the consumer: magazines and online media

Magazines Online media • There are more than 2,000 periodicals in the • The Internet is now seen as the most important Swedish market including many small titles. information source for Swedes ahead of TV, daily 350 of them are audited by the national newspapers and radio. magazine organisation. There are two main • Social Media: The use of social networks continues categories: popular press where the most to increase (75% currently), now more than half use successful magazines are about home and it daily. Facebook, Instagram and Youtube are the gardening and organisational press where the most used networks. Half of Swedes have a most successful titles are about general Facebook account. Twitter has decreased in use. business issues. • Print goes digital: Digital newspapers: in 2016 • The readership of periodicals is stable: 25% of approx. 22% of the Swedish population lived in a Swedes read some popular magazine/day, half household which had a digital newspaper of the Swedes read one/week. Organisational subscription. The digital-only market is dominated press is read by around 10% of Swedes/day, by Dagens Hyheter (75,000 digital subscribers) 30% of Swedes/week. and Svenska Dagbladet (40,000 digital • Swedish consumer travel magazines include subscribers). Aftonbladet is the most successful Vagabond, Allt Om Resor and Res. newspaper in terms of digital audience sales with about 250,000 subscribers in 2016.

Source: Sweden – Media Landscape by European Journalism Centre EJC 2017, Svenskarna och interenet 2016 Market and Trade Profile Sweden

2.4 Reaching the consumer: social media on holiday

Use of social media on holiday • The social media channels most used in the Swedish market are Facebook, Youtube, Google+, Instagram Twitter, and Snapchat.

To keep in touch with people at home 48% • Almost half like to keep in touch with people at home 44% and about one in three like to post/upload their holiday To post / upload photos of my holiday 35% 39% photos.

Look for recommendations for places to eat or drink 27% • 60% like to stay connected whilst they are on holiday 30% and 67% regard a smartphone as essential whilst they I have not used social media at all on this type of holiday 30% 29% are on holidays, below the all market average. Share with others where you are / what you are doing 26% • 60% of Swedish travellers love to take photos when while on holiday 29% they are on holiday which is a lower proportion than in To let people know where I am at a given moment (e.g. 21% many other markets. checking in on Facebook) 25% To help you plan / decide where to go or what to see or 18% • 72% of Swedish travellers have shared holiday photos what to do 23% online or would like to do so and 51% have shared Ask for advice on where to go or what to do 9% holiday video content or would like to do so. About half 20% of the Swedish have already used location technology Share my own advice or recommendations about visiting 9% where I am 19% to find places to visit and a further 28% are interested 0% 20% 40% 60% in using it. Only about one in five enjoy writing reviews on social media of places they have been to on Sweden All markets holiday and 37% place trust in reviews on social media from other tourists – fewer than in many other markets. Source: VisitBritain/IPSOS 2016, base: all respondents: Have you used social media in any of the following ways whilst on your last holiday to Britain (visitors) /on your last holiday to a foreign destination (considerers)?

44 Market and Trade Profile Sweden

2.4 Reaching the consumer: influences

Influences on destination choice

72% Talking to friends / relatives / colleagues 40% 43% Information from search engines [e.g. Google] 33% 49% Looking at prices of holidays/flights on price comparison websites 31% 24% Websites providing traveller reviews of destinations [e.g. TripAdvisor] 30% 42% Talking to friends or family in your social network (e.g. via Facebook / Twitter) 26% 23% An accommodation provider/ hotel website 26% 18% A travel guidebook 25% 40% Travel agent or tour operator website 25% 20% Travel blogs / forums 22% 15% Travel programme on TV 19% 18% A special offer or price deal you saw advertised online 19% 15% Travel agent or tour operator brochure 18% 18% An official tourist organisation website or social media site for the country or destination 18% 13% An official tourist brochure for the country / city / region 17% 6% A travel feature / article in a magazine or newspaper 16% 12% Direct advice from a travel agent/tour operator (face-to-face, over the phone) 16% 10% Images or videos your friends or family have posted to social media 15% 17% Images / information in online adverts 15% 9% A special offer or price deal you saw advertised offline e.g. in a newspaper, magazine or on TV 15% 8% Images or videos from a photo/video sharing social network site 14% 7% Travel app 14% 9% Images / information in adverts in a magazine or newspaper 12% 7% Articles on an online encyclopaedia e.g. Wikipedia, Wikitravel 12% 6% Images / information in TV adverts 11% 3% Seeing social media posts from celebrities talking about their holiday destinations 9% 7% Images / information on billboards / poster adverts 9% 4% Travel programme on radio 6% 2% Information in radio adverts 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sweden All markets Source: VisitBritain/IPSOS 2016, base visitors & considerers. Which of the following sources influenced your choice of destination? (Market scores have been adjusted so that the sum of all influences for each market is equivalent to the global total, to enable meaningful comparisons)

45 Market and Trade Profile Sweden

2.5 Perceptions of Britain

• The Swedish rate Britain highly for vibrant cities, contemporary culture and sport, but much less for natural beauty; Britain was rated 26th out of 50 nations on this attribute in 2016. • Music and museums are the cultural products or services most Areas of strength for Britain: strongly associated with Britain among the Swedish. Vibrant cities, • A trip to Britain would be expected to be ‘Exciting’ and ‘Educational’ contemporary by the Swedish. culture and sport • Australia, USA and Italy are the destinations that the Swedish consider the ‘best place’ for delivering the things they most want from a holiday destination. • Areas of strength for Britain include being somewhere to ‘watch a sporting event’, ‘good shopping’, visit a place with ‘lots of history’, ease of getting around, ‘meeting the locals’ and see ‘famous sites’ while very few consider Britain as the best place for ‘food & drink’. • Activities that appeal to potential Swedish visitors include dining by the fire in a cosy Welsh pub and shopping on London’s Oxford Street.

Source: GfK Anholt Nation Brands Index 2013 and 2016, Arkenford 2013

46 Market and Trade Profile Sweden

2.5 Perceptions of Britain

Britain’s ranking (out of 50 nations)

Measure Swedish All respondents respondents Overall Nation Brand 3 3 Culture (overall) 3 5 The country has a rich cultural heritage 8 7 The country is an interesting and exciting place for contemporary culture such as 3 4 music, films, art and literature The country excels at sports 3 5 People (overall) 3 7 If I visited the country, the people would make me feel welcome 8 12 Tourism (overall) 4 5 Would like to visit the country if money was no object 6 5 The country is rich in natural beauty 26 24 The country is rich in historic buildings and monuments 6 5 The country has a vibrant city life and urban attractions 2 4

Source: GfK Anholt Nation Brands Index 2016

47 Market and Trade Profile Sweden

2.5 Perceptions of Britain

Cultural associations Adjectives describing a potential trip to Britain

45% Museums Educational 33% 47% 34% Music 51% 27% 39% Fascinating 31% 44% Films 34% 39% Exciting 30% Sports 42% 36% Romantic 11% 16% Modern Design 27% 29% Relaxing 14% 15% Pop videos 42% 29% 4% Spiritual Opera 17% 8% 24% Stressful 15% Sculpture 17% 7% 24% Boring 5% None 17% 7% 16% 4% Street Carnival 10% Risky 15% 6% 3% Circus 9% Depressing 13% 5% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40%

Sweden All respondents Sweden All respondents

Source: GfK Anholt Nation Brands Index 2016

48 Market and Trade Profile Sweden

2.5 Perceptions of Britain Holiday wants and % saying destination is best place for…

Importance GB FR IT AU US GE 5.97 Have fun and laughter 16% 10% 19% 14% 22% 6% 5.76 Enjoy the beauty of the landscape 18% 30% 42% 42% 25% 12% 5.75 Do something the children would really enjoy 18% 19% 17% 26% 42% 10% 5.74 Do what I want when I want spontaneously 17% 13% 19% 19% 21% 12% 5.72 Enjoy peace & quiet 8% 18% 22% 21% 8% 4% 5.66 Enjoy local specialities (food and drink) 10% 47% 54% 11% 14% 12% 5.61 Offers good value for money 19% 10% 13% 8% 17% 15% 5.61 The people are friendly and welcoming 23% 13% 24% 35% 29% 12% 5.60 Chill/ slow down to a different pace of life 9% 10% 21% 15% 10% 3% 5.55 Experience things that are new to me 11% 7% 15% 39% 30% 3% 5.52 Explore the place 10% 16% 21% 19% 20% 3% 5.45 Soak up the atmosphere 23% 24% 39% 25% 30% 12% 5.44 Have dedicated time with my other half 27% 39% 46% 31% 29% 19% 5.42 Broaden my mind/ Stimulate my thinking 15% 18% 27% 36% 37% 9% 5.39 Get some sun 3% 18% 37% 56% 25% 2% 5.33 See world famous sites and places 29% 32% 43% 22% 35% 14% 5.30 Visit a place with a lot of history/historic sites 34% 37% 46% 12% 19% 22% 5.22 Enjoy high quality food and drink (gourmet food) 6% 62% 60% 10% 10% 9% 5.19 It offers unique holiday experiences 20% 22% 29% 54% 48% 14% 5.03 Experience activities/places with a wow factor 11% 18% 26% 57% 44% 9% 4.91 Meet the locals 29% 8% 17% 22% 15% 5% 4.85 Get off the beaten track 10% 9% 17% 33% 13% 5% 4.80 Be physically healthier 10% 16% 18% 22% 16% 7% 4.77 Provides a wide range of holiday experiences 23% 23% 29% 40% 49% 14% 4.71 A good place to visit at any time of year 16% 14% 19% 34% 36% 13% 4.69 Feel connected to nature 15% 14% 16% 48% 12% 9% 4.63 Revisit places of nostalgic importance to me 23% 14% 19% 17% 17% 13% 4.59 Easy to get around by public transport 33% 15% 12% 10% 21% 21% 4.42 Good shopping 42% 25% 29% 10% 53% 13% 4.37 Feel special or spoilt 13% 10% 23% 15% 23% 6% 4.15 Visit places important to my family's history 8% 13% 6% 9% 21% 12% 3.82 Meet and have fun with other tourists 10% 8% 8% 27% 13% 16% 3.78 Do something environmentally sustainable/ green 12% 4% 8% 10% 14% 13% 3.63 Experience adrenalin filled adventures 8% 20% 11% 43% 28% 8% 3.48 Party 16% 16% 21% 11% 35% 28% 3.45 Do something useful like volunteering to help on a project 9% 10% 20% 19% 9% 3% 3.36 To participate in an active pastime or sport 25% 22% 27% 31% 30% 27% 3.16 Go somewhere that provided lots of laid on entertainment/nightlife 27% 28% 28% 26% 52% 16% 3.10 Watch a sporting event 49% 13% 40% 12% 39% 19% 2.50 Fashionable destination 17% 16% 20% 28% 33% 7%

Source: VisitBritain/Arkenford 2013

49 Market and Trade Profile Sweden

2.5 Perceptions of Britain

Motivations for choosing Britain as a holiday destination

45% Cultural attractions 42% 15% Wide variety of places to visit 25% 22% Wanted to go somewhere new 23% 40% Vibrant cities 22% 9% Countryside/natural beauty 22% 27% Easy to get around 22% 21% Somewhere English-spoken 22% 24% Visiting friends or relatives 22% 30% Ease of getting to the country 21% 7% A culture different from own 19% 26% A mix of old and new 19% 32% Contemporary culture 18% 21% Try local food and drink 18% 10% A good deal 18% 9% Security / safety 17% 11% Accommodation (variety & quality) 16% 23% Easy to get plan/organise 16% 17% Meeting locals 13% 12% Wide range of holiday activities 13% 2% The climate / weather 12% 9% Cost of staying in the destination 12% 15% Watching sport 10% 7% Visit a film/TV location 9% 6% Easy to visit with children 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: VisitBritain/IPSOS 2016, base: visitors (Market scores have been adjusted so that the sum of all motivations for each market is equivalent to the global total, to enable meaningful comparisons) Sweden All markets

50 Market and Trade Profile Sweden

2.5 Perceptions of Britain

Sought-after Britain activities

9% Dine by the fire in a cosy Welsh pub 27% 9% Shop on London's Oxford Street 25% 9% Watch a musical in London's West End 19% 7% Take a leisurely steam cruise in the Lake District 18% 10% Go to a Premier League football match 18% 6% Go walking in Yorkshire's moors & hills 18% 4% Enjoy a night out in Newcastle's bars 16% 4% Enjoy traditional afternoon tea & cakes 16% 6% Visit 16th c. historic Chatsworth House & gardens 16% 5% View London from Shard tower / London Eye 15% 4% Relax in Bath rooftop spa overlooking Roman baths 15% 5% Visit Edinburgh castle 15% 4% Visit Buckingham Palace 14% 2% Have fish & chips at the seaside 14% 3% Take the mountain train up Snowdon 14% 5% Tour around quaint Cotswold villages 12% 5% Spot wildlife in Scottish Highlands 11% 3% None of these 8% 1% Go on the Harry Potter studio tour 8% 0% 5% 10% 15% 20% 25% 30% % first % any

Source: GfK Anholt Nation Brands Index 2013; If you went on a holiday/vacation to Britain which of the following activities would you most like to do? Please choose a first, second and third choice

51 Market and Trade Profile Sweden

Chapter 3: Access and travel trade

52 Market and Trade Profile Sweden

3. Access and travel trade

• Access to Britain is easy. 98% of Swedish visits were made by plane. • Monthly airline seat capacity from Sweden to Britain has grown since 2014. Norwegian and Norwegian Air International combined 98% make up more than a quarter of annual seat capacity between of visits to Britain from Sweden and Britain in 2016, followed by British Airways, SAS and Sweden came by Ryanair. plane in 2016 • The travel industry in Sweden is made up of Tour operators (OTAs/Charter/Specialist), Carriers, MICE & Travel Agents. • Britain product can mainly be found: 1. Charter City Breaks by major charter tour operators (London dominates, Edinburgh, Manchester) 2. Coach touring by coach operators / medium sized tour operators 3. Niche programmes by specialist operators (Gardens, Food & Drink, Sports)

Source: Apex Rdc 2016

53 Market and Trade Profile Sweden

3.1 Access: key facts

• 98% of Swedish visits to the UK were made by plane. It is a short non-stop flight: usually about 1.5-2.5 hrs flight time. Almost all Swedish • Annual seat capacity was fairly stable since visitors travel to the 2011 and grew again to about 1.8 million available airplane seats in 2016. UK by plane. • Most flights come in through the Stockholm – London corridor. • Norwegian and Norwegian Air International combined account for more than a quarter of Access to Britain annual seat capacity between Sweden and Britain in 2016, followed by British Airways, Measure 2016* SAS and Ryanair. Weekly aircraft departures 196 • Swedish visitors departing Britain by air pay Weekly aircraft seat capacity 33,363 £13 in Air Passenger Duty. Airports with direct routes in Sweden 4 • A very small proportion of Swedish inbound Airports with direct routes in Britain 5 visits come to the UK via the Channel Tunnel *Data in this table excludes routes to Cambridge and from Malmo and Ostersund (5,000 visits) or across the sea (less than which account for a very small share of annual capacity. 8,000 visits) in 2016.

Source: International Passenger Survey by ONS, Apex RdC 2016, non-stop flights only

54 Market and Trade Profile Sweden

3.1 Access: mode of transport

Visits by mode of transport Origin airport annual seat capacity

1,000 2,000,000

800 1,758,300 808 1,800,000 600 400 1,600,000

Visits (000) Visits 200 8 1,400,000 0 5 1,200,000

1,000,000 Air Sea Tunnel

800,000 Annual share by mode (2016) seats Departing 120% 600,000 98% 100% 74% 400,000 80%

60% 200,000 40% 14% 20% 12% 0 1% 1% 2006 2008 2010 2012 2014 2016 0% Air Sea Tunnel Sweden All markets Source: International Passenger Survey by ONS, Apex Rdc, non-stop flights only

55 Market and Trade Profile Sweden

3.1 Access: capacity Destination airport annual seat Origin airport annual seat capacity capacity 0.3% 2% 1% 4% 6% 8%

20% 46% 27%

62%

24%

Stockholm - Arlanda Gothenburg - Landvetter London - Heathrow London - Gatwick

Stockholm - Skavsta Stockholm - Vasteras/Hasslo London - Stansted Manchester International

Other* Edinburgh Cambridge *Airports with less than 2% annual seat share grouped in other: Malmo and Ostersund Source: Apex Rdc 2016: non-stop flights only

56 Market and Trade Profile Sweden

3.1 Access: capacity

Airline seat capacity by carrier (2016) 1.0%

9%

31% 17%

20% 22%

British Airways SAS

Ryanair Norwegian Air International

Norwegian Other

Source: Apex Rdc 2016: non-stop flights only

57 Market and Trade Profile Sweden

3.2 Travel trade: general overview

• The key centre for travel trade is Stockholm; there are some opertors in Gothenburg and Malmo. Malmo could also be paired with a visit to neighbouring Copenhagen if you also cover Denmark. • The planning cycle varies, so it is possible to do business in Swedes value Sweden throughout the year. building business • The Swedish travel trade can be split into these broad relationships categories: charter operators, business travel and MICE operators, online operators and retail travel agents. • Some operators are pan-Nordic as well, so it is possible to reach the whole region via a single contact. • Swedish visitors who booked their travel to Britain separately to accommodation were most likely to book directly with the airline/train/ferry operator (67%). One in three, however, chose to book through a travel agent/tour operator/travel comparison websites. The share of the latter rises to about half of the Swedish visitors who booked accommodation stand-alone and 66% for those who booked a holiday (accommodation and travel combined). Source: VisitBritain/IPSOS 2016, base: visitors

58 Market and Trade Profile Sweden

3.2 Travel trade: Swedish tour operators

Top ten operators in Sweden in 2015/2016 TOP intermediaries in the Nordic region Top Ten Tour Operators Turnover SEK (000s)

TUI Sverige AB 11,442,263 Top intermediaries in the Nordic region Thomas Cook Northern Europe AB 10,628,170 Ving Sverige AB 5,949,175 KulturRejser (SE/DK) Ticket Leisure Travel Group AB 5,758,667 Albatros Travel DER Touristik Nordic AB/Apollo Resor 5,362,115 Airtours Uvet Nordic AB/Flypoolen, Flightfinder, TEMA Resor (Jambo Tours Scandinavia 1,594,270 Doodle, and Travelstore AB Etraveli AB 1,321,171 RK Travel (mainly SE/NO) Primera Travel Sweden AB/Solresor 1,027,855 eTraveli Resecentrum i Stockholm AB 832,911 Apollo Travel Group Resia Travel Group AB 808,534

Source: Largest companies.net

59 Market and Trade Profile Sweden

3.2 Travel trade: Swedish holidays Public holidays

National public holidays in 2018

Date National Holiday Date Local/School Area Holiday 1 January New Year’s Day Week 7 Sportlov Gothenburg 6 January Epiphany Week 8 Sportlov Malmo 30 March Good Friday 1 April Easter Sunday Week 9 Sportlov Stockholm 2 April Easter Monday Week 44 Oktoberlov 1 May Labour Day 10 May Ascension Day 20 May Pentecoast Sunday Please note that most Swedish businesses close 6 June National Day for half a day before public holidays. 23 June Midsummer Day 3 November All Saints Day 25 December Christmas Day 26 December Second Day of Christmas

60 Market and Trade Profile Sweden

3.2 Travel trade: practical information

General practical information: • Swedes are not used to hierarchy and tend to be quite informal, but this does not mean unprofessional. • Business hours are usually 09:00 – 17:00 with a one hour lunch break, usually at noon. • Swedes are not used to ‘the hard-sell’, so a gentle, friendly approach will usually work better. • When introduced expect to shake hands. Use first names rather than last names. • Swedes are generally perceived as being fairly quiet, they tend to listen and observe before commenting. • Keep meetings short and have an agenda. • Swedes are generally in touch with British current • Follow up quickly on any action points. affairs, humour and culture, so don’t be afraid to bring it • Mid June to mid August can be difficult to arrange into a discussion. meetings/events etc due to summer school holidays and • Keep in touch with VisitBritain; let us know about your long vactions. progress. Regular market intelligence is essential for • Swedes generally speak excellent English – so language our future plans and activities. is not an issue. • It is also important to note that a significant number of • Swedes do not like hard sales, its very much about the key Swedish trade attend the VisitBritain’s listening and building up a relationship. ExploreGB workshop & VisitScotland Expo. Please contact VisitBritain London for details of those Sales calls attending. Some operators also visit World Travel The Swedish trade structure is consolidated and closely Market and ITB. connected. The big players are carriers and tour operators; 4 major charter tour operators dominate mainstream leisure travel, while the mid size and niche operators are more relevant for Britain.

61 Market and Trade Profile Sweden

3.3 Caring for the consumer

Caring for the consumer Language basics • Cleanliness is very important. Swedes are English Swedish used to wooden or tiled floors. Budget accommodation can be fine, but they are likely to expect en-suite facilities. Please N/A • Swedes often have high expectations due to relatively high standards of and decent Thank you Tack prices at home. • Swedes tend to be impressed by evidence of Yes Ja environmental care (for example Green schemes). No Nej • Whilst many Swedes have good command of English signage and information in their Sorry! (apology) Förlåt native language could make them feel more welcome. Currently this fell below Excuse me! Ursäkta mig expectations for about half of the Swedish visitors to the UK. Sorry, I do not speak Ursäkta mig, jag talar inte Swedish. svenska. Source. International Passenger Survey by ONS 2016

62 Market and Trade Profile Sweden

3.3 Caring for the Consumer

Caring for the Consumer: every day. • Swedish perceptions of and satisfaction with • Swedes tend to like strong coffee and not British food tend to be lower than average. being able to get decent coffee is often a • At home, Swedes tend to eat lunch at 12 source of complaint. noon and dinner at 6pm but they are happy to • Swedes are comfortable with and used to adapt this when travelling. paying with a credit card while in Britain. • Breakfast in Sweden tends to be continental breakfast, often rolls with cheese and ham. Swedes travelling in the UK will often happily eat an English breakfast but perhaps not

Source. GfK Anholt Nation Brands Index, Arkenford 2013, VisitBritain/IPSOS 2016

63 Market and Trade Profile Sweden

3.3 Caring for the consumer: tips

Language tips for arrival and departure

English Swedish

Hello Hej My name is… Jag heter Welcome to Britain Välkommen till Storbritannien

Pleased to meet you! Trevlig att träffas!

How are you? Hur mår du? Enjoy your visit! Trevlig resa!

Goodbye Hej då

Did you enjoy your visit? Hade du en trevlig resa?

Have a safe journey home! Trevlig resa!

Hope to see you again soon! Hoppas vi ses igen snart!

64 Market and Trade Profile Sweden

3.4 Working with VisitBritain We can help you extend your reach through: • Digital and social media such as through We are here to support you and look Twitter, our Facebook page – Love GREAT forward to working with you. Britain, or Pinterest. • Press and PR by sending us your newsworthy stories or hosting our journalists and broadcast To find out more browse our crew opportunity search (visitbritain.org/opportunities) • Leisure, and the business travel trade via our programme of sales missions, workshops and or trade website exhibitions or promotion to our qualified (trade.visitbritain.com) Britagents and supplier directory or contact the B2B events team • Print advertising in targeted media/Britain (Email: [email protected]) supplements or campaign partnerships team • Retailing your product through the VisitBritain (Email: [email protected]) shop or trade support team • Or as a major campaign partner (Email: [email protected])

65 Market and Trade Profile Sweden

3.5 Useful research resources We have dedicated research and insights available which include: • Latest monthly and quarterly data from the We are here to support you and look International Passenger Survey by ONS forward to working with you. (visitbritain.org/latest-monthly-data visitbritain.org/latest-quarterly-data-uk-overall To find out more about the Swedish or visitbritain.org/latest-quarterly-data-area) other inbound markets browse • Inbound Tourism Trends by Market our markets & segments pages or visitbritain.org/inbound-tourism-trends (visitbritain.org/markets-segments) • Sector-specific research our inbound research & insights or visitbritain.org/sector-specifc-research (visitbritain.org/inbound-research-insights) • 2017 Inbound Tourism Forecast contact us directly visitbritain.org/forecast (Email: [email protected]) • Britain‘s competitiveness visitbritain.org/britains-competitiveness

66 Market and Trade Profile Sweden

3.5 Useful market-specific research resources We have dedicated research and insights available which include: • Planning, decision-making and booking cycle of We are here to support you and look international leisure visitors to Britain forward to working with you. visitbritain.org/understanding-international- visitors To find out more about the Swedish or • Technology and social media other inbound markets browse visitbritain.org/understanding-international- our markets & segments pages or visitors (visitbritain.org/markets-segments) • Gateways in England, insights on overseas our inbound research & insights or visitors to England's regions, participation in (visitbritain.org/inbound-research-insights) leisure activities, multi-destination trips and more contact us directly visitbritain.org/visitor-characteristics-and- (Email: [email protected]) behaviour

67 Market and Trade Profile Sweden

Market and Trade Profile: Sweden