European Travel and Tourism Trends Research

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EUROPEAN TRAVEL AND TOURISM TRENDS RESEARCH Travel habits, behaviors, and influencers of British, German, and French travellers METHODOLOGY Data Collection Method ONLINE SURVEY Quantitative Survey

Field Work 30 March – 7 April 2017

Qualifying Criteria Must have booked online travel in the past year

Sample Size

British: n=1001 Germany: n=1000 France: n=1002 Total European n=3003 2 HOW EUROPEANS TRAVEL EUROPEAN Number of Trips Taken in the Past Year

3.9 TRAVELLERS 3.7 TOOK MORE 3.5 3.5

2.7 2.7 THAN 3 TRIPS IN 2.6 THE LAST YEAR 2.4

British and French travellers took the 1.2 most personal trips, and French 1.1 1.1 0.8 travellers took the most trips total

Personal Business Total

British Germany France TOTAL

Q9: Typically, how many personal/leisure and business trips do you take per year? 4 Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) RELAXING TRIPS Types of Vacation Taken in the Past Year

WERE POPULAR, 62%

55% 53% ESPECIALLY 52% 51% WITH GERMAN 46% 45% 40% 39% 38% 36% 35% TRAVELLERS 33% 26% 24% 24% 24% 22% 23% Sight-seeing holidays were also big 15% with British and French travellers, while family play trips were only notable with the French Relaxing Sight-seeing Visiting Family Family Play Romantic Getaway

Notable Difference British Germany France TOTAL

Q10: What types of vacations have you taken in the past year? 5 Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) Last Vacation Duration in Days EUROPEAN TRAVELLERS TOOK ON AVERAGE MORE THAN 10.2 9.8 9.3 9 DAYS FOR HOLIDAYS 7.9

At nearly or more than 10 days in length, the last trip French and German travellers took was significantly longer than the last British holiday

TOTAL Germany

British France

Q15. How long w as your vacation? Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) 6 EUROPEANS Type of Travel to Last Destination LARGELY

TRAVELLED BY 65% 59% 57% PLANE TO GET 54% TO THEIR LAST

DESTINATION 31% 30% 27%

German and French travellers were 19% 13% more likely than the British to travel 11% 11% 8% by car whereas the British were the most likely to fly Plane Car Ride Train Ride

Notable Difference TOTAL British Germany France

7 Q16. How did you get to your destination? Total (n=2002) US (n=1001) Canada (n=1001) 6 OUT OF 10 Accommodations of Last Trip

EUROPEAN 67% 66% 61% TRAVELLERS 51%

STAYED IN 17% 11% 9% 7% 9% 8% 10% 9%

HOTELS Hotel With Family/Friends Resort

French travellers are the least likely to stay in a hotel, and most likely to stay with family or in alternative 17% accommodations while British and 11% 10% 8% 6% 3% 2% 4% 3% 5% 4% 2% German travellers strongly prefer Alternative Accommodations Cruise Other hotels

Notable Difference TOTAL British Germany France

8 Q17. Where did you stay on your last trip? Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) 28% THE MAJORITY 32% OF EUROPEANS TRAVEL OUTSIDE

THEIR COUNTRY 68% 72% ON HOLIDAY

Germans were most likely to travel 35% abroad, and the French were most 44% closely divided between a holiday in the country or elsewhere TOTAL

56% 65%

In my country Outside my country Q14. Was the trip….? 9 Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) BUDGET WAS A 65% 59% 77% PRIMARY FACTOR FOR EUROPEAN

TRAVELLERS – Yes No Yes No Yes No ESPECIALLY THE FRENCH Proportion Spent On Proportion Spent On Proportion Spent On Hotel 31% Hotel 31% Hotel 22%

Lodging is a significant portion of Flight 20% Flight 17% Flight 18% the budget for each—especially for Food 16% Food 16% Food 16%

British and German travellers—with Transportation 10% Attractions/Tours 10% Transportation 12% the only difference in the top five Attractions/Tours 10% Transportation 8% Attractions/Tours 11% being German travellers budgeted Shopping 7% Shopping 8% Shopping 9%

Alternative Alternative Alternative more for attractions than 3% 6% 7% Accom. Accom Accom. transportation Other 3% Other 4% Other 4%

10 Q18. Was budget a primary factor w hen you were researching/ booking your last trip? Q20. What proportion of your travel budget did you spend on each of the follow ing? Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) WHY EUROPEANS CHOOSE CERTAIN DESTINATIONS WHEN ASKED WHICH CONSIDERATIONS WERE THE MOST IMPORTANT, ACTIVITIES RANKED THE HIGHEST FOR ALL THREE COUNTRIES

BRITISH TRAVELLERS tend to put Activities I will be doing on my trip 189 194 191 more importance on price and deals than A once in a lifetime experience 146 175 180 those in Germany and France and they also value cultural experiences the most The cultural experience 166 156 149 GERMAN TRAVELLERS place a high Outdoor activities 111 149 146 importance on lifetime experiences, Going somewhere I can take memorable 132 136 124 feeling pampered during their vacation, photos and having the opportunity to do outdoor Lowest price 151 111 120 activities A place where I can vacation with friends 112 137 128 FRENCH TRAVELLERS are similar to Feeling pampered during my vacation 89 165 115 British and German travellers, however, they place a high importance on Deals and/or special offers 151 101 116 vacations with outdoor activities

12 WHEN ASKED TO Activities I will be doing on my trip 192 PRIORITIZE, A once in a lifetime experience 167 ACTIVITIES & The cultural experience 157 EXPERIENCES Outdoor activities 135 Going somewhere where I can take memorable pictures 131

RANKED Lowest Price 128

SIGNIFICANTLY A place where I can vacation with friends 126 HIGHER Feeling pampered during my vacation 123 Deals and/or special offers 122 Price and deals are still important My food experience 111 but not the most important in Recommendations from family & friends 99 choosing a holiday Going somewhere unique that will produce photos 97

Online reviews from other travelers 91

Professional reviews & recommendations 90

13 For this exercise, you will go through a small number of different screens where we will ask you to identify w hich consideration w ould be most important to you in terms of how you choose a vacation/ holiday and w hich consideration would be least important to you in terms of how you choose to purchase a vacation/holiday. Total (n=3003) Notable Difference 92% DETERMINING 86% 87% 78% 80% 75% 75% 70% 68% 68% 65% 65% 67% 67% FACTORS FOR 64% 63% 64% 62% 57% CHOOSING A 51% DESTINATION

I look for the best deals and I'll go anywhere that allows I often opt for "off the beaten I prefer to go to museums, You only live once, so taking BRITISH TRAVELLERS are most most value for my dollar me to explore the outdoors path" locations and/or historical sites and arts & risks and crossing things off my and be active recommendations from locals culture fill up my travel 'bucket list' is imperative likely to look for the best deals and itinerary 67% 62% value 59% 55% 56% 55% 54% 53% 51% 51% 48% 45% GERMAN TRAVELLERS are most 40% 37% 39% likely to go somewhere they can be 34% 27% 27% 27% outdoors and active 26%

FRENCH TRAVELLERS consider family entertainment in deciding on a Every vacation is family I prefer all-inclusive vacations I'm all about taking a nap on I plan all my travel around I don't like travelling far, as oriented and has a specific like resorts and cruises where I the beach, spa treatments where and what I eat and long as I'm not at work, I'm on destination more than other factors focus on what will keep my don't have to worry about a and all-day relaxation drink vacation family entertained and happy thing

TOTAL British Germany France

14 HOW EUROPEANS BOOK TRAVEL FOR THE BELOW STATEMENTS, HERE ARE DEVICES EUROPEANS USE Smartphone Desktop/Laptop Tablet TO COMPLETE When I’m looking for 36% 21% inspiration on where to travel 75% EACH TASK When I’m researching on where to travel 24% 82% 21% Europeans use their desktops and laptops for inspiration, researching, When I’m booking the 13% 87% 13% and booking travel; once on holiday, travel they use their smartphones more During my trip 67% 30% often 31%

16 WHAT ACTIVITIES Looking up maps/directions 37% DO YOU START ON Looking up restaurants ONE DEVICE AND 36% FINISH ON Looking at destinations 36% ANOTHER Looking up attractions 35%

European travellers more often use Looking up hotels 34% their laptop/desktop for inspiration, Looking up transportation 24% researching, and booking travel but then they switch to their Looking up booking information 24% smartphones during their trip

Looking up pricing discounts 17%

None of the above 26%

17 WHY EUROPEANS TRAVEL How do you feel when you How do you feel when you first 57% OF EUROPEANS first decide to take a trip? start planning a trip/holiday? ARE DECIDING 29% 38% BETWEEN 2 OR MORE Have already 28% Know exactly how to 28% decided on my do it and don't need DESTINATIONS destination 26% any help 45% 34% 41%

BRITISH TRAVELLERS are the 57% 57% most likely to seek help for Pretty sure I know what inspiration for planning a trip Deciding between 58% 67% 2 or more to do, but may need destinations 60% some help and 52% GERMAN TRAVELLERS are the inspiration most likely to know how they want 51% 53% to plan their trip 14% 5% Don't know where to FRENCH TRAVELLERS are the 14% Don't have a start and would need 5% most likely to already have decided destination in mind 14% lots of help and 3% on a destination when deciding to inspiration take a vacation 15% 6%

TOTAL British Germany France

19 EUROPEAN 62% 55% TRAVELLERS TAKE 52% 51% 53% 45% 46% 40% 39% 36% 38% VACATION 33% 35% 24% 22% 18% 19% 20% MOSTLY TO RELAX 15% 14% AND SIGHTSEE Relaxing Sight-seeing Visiting Family Family Play Special Event

BRITISH TRAVELLERS more often go on sight-seeing vacations

GERMAN TRAVELLERS are more likely to seek relaxation and activities 27% 24%26% 24% 23% 21% 17% 19% 17% 16% 14% FRENCH TRAVELLERS prefer 11% 10% 8% 10%10% 10% 9% 9% 5% 5% visiting family and family fun more 4% 4% 2% than the British or Germans Romantic Getaway Stay-cation Activity based Bleisure Party Other

TOTAL British Germany France

20 A LITTLE OVER A Last time you booked online travel THIRD OF EUROPEANS 40% 36% 36% HAVE TRAVELLED IN 33% 25% 24% 23% 23% 22% 21% 21% 21% 19% 20% 20% THE PAST THREE 16% MONTHS WITH BRITISH TRAVELLERS HAVING Less than 3 months ago 3-5 months ago 6 months ago A year ago TRAVELLED SLIGHTLY MORE IN THE PAST THREE MONTHS How long did it take you to book your trip?

35% 36% 31%34%33% 34% 34% 27% 19%18%19%19% 11%10%10%13% 3% 2% 3% 4% 1% 2% 2%

Within a week 1-3 weeks A month 2-3 months 4-6 months More than 6 months

TOTAL British Germany France

21 WHEN ASKED ABOUT THE 88% 88% 81% 81% 79% 76% 77% 75% 72% 75% KEY INFLUENCERS IN 68% 70% THEIR DECISION MAKING PROCESS, HERE’S HOW EUROPEANS RESPONDED

BRITISH TRAVELLERS are the most likely I read reviews of places I want to visit from Informative content from destinations I look for deals before making a decision to look for deals before making a decision, sites like TripAdvisor before making my final and/or travel brands can influence my but they also find reviews and informative decision decision making process content persuasive

GERMAN TRAVELLERS indicate that 66% reviews of places and informative content 64% 62% 65% 53% can influence their decision making process 50% 48% 50% followed by a slightly lower emphasis on 33% 29% 32% deals 22%

FRENCH TRAVELLERS show a slight preference over German travellers for I talk to people who have visited the place Ads can be influential in my decision I use loyalty programs in my decision talking to people who have already visited a before making a decision making process making process destination, but reviews of places are still the most persuasive TOTAL British Germany France

22 ADS INFLUENCE How can ads help influence in your decision making process? EUROPEANS DECISION

51% MAKING PROCESS 48% 48% 48% 48% 48% 47% 48% 48% 43% 42% 37% BRITISH TRAVELLERS are fairly 32% evenly split between deals, imagery, and 26% 27% informative content 20% 15% 15% GERMAN TRAVELLERS responded the 14% 13% best to content in advertising that is informative

FRENCH TRAVELLERS respond The deals advertised The imagery in the ad The content in the ad is The ad includes helpful None of the above equally well to ads that have appealing look appealing looks appealing informative reviews deals as to imagery that looks appealing

TOTAL British Germany France

23 INFLUENCERS OF Online Sources that influence decision making in online booking TRAVEL BOOKING DECISION 68% MAKING ONLINE 62% 61% 58% 59% 56%57% 56% 54% OTAs and search engines are the 48% 47%48% most influential channels when 32% 30% booking travel for Europeans 27% 26% 27% 24% 23% 23% 23% 19% 20% 20%

Search Engines Online Travel Travel Review Airline Websites Hotel websites Daily Deals Agency Sites sites/apps

TOTAL British Germany France

Q27: Which of the follow ing online sources influence or inspire your decision making process in booking a trip? 24 Q38: Please indicate w hich resources you used to book travel online on your last trip (Please select all that apply) Total (n=3003) British (n=1001) Germany (n=1000) France (n=1002) OTAs ARE THE Online sources used to book travel on last trip MAIN SOURCE EUROPEANS USE

56%

TO BOOK TRAVEL PathTravel ToBooking 49% 47% BY AN AVERAGE 44% 39%38% 36%

OF 13% OVER 31% 31% 28% 29% 26%27% 26% SEARCH ENGINES 23% 23% 23% 24% 23% 20% 18%18% 16% OTAs rank number 1 for German, 12% British, and French travellers for booking travel and are especially Online Travel Search Engines Travel Review Sites Comparison Airline websites Hotel websites Agency Travel Website popular with German travellers

TOTAL British Germany France

25 KEY INSIGHTS FOR EUROPEANS

The typical European traveller is deciding between two or more destinations

OTAs are the main source for booking their travel

They use their laptops/desktops extensively in the influence and research phase of the decision-making process—switching only to their phones once on vacation

They consider deals and values important factors in their travel plans and they largely travel by plane, stay in hotels, travel internationally

Activities and experiences are the most influential factors (outside of budget) in determining vacation plans

Reviews and informative content influence travel plans and the main activities Europeans seek are sightseeing and relaxation

26 KEY TAKEAWAYS

Use compelling imagery and informative content in your marketing channels that speaks both to the sightseeing opportunities and the activities and experiences of a place

Provide numerous deals and information on value and transportation to make the travel decision even easier

Create a multi-screen strategy with relevant content for how and at what stage people are using various devices

27 THANK YOU