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European Travel and Tourism Trends Research

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European Travel and Tourism Trends Research 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
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