2024年欧洲消费者趋势洞察报告-英文版-雅高Accor

www.accoreuropeantrends.com EUROPEONTHE MOVE:INSIGHTON THETRAVELPLANSIN 2024 TABLEOFCONTENTS Foreword Page03 Methodology Page04 TravelIntentions Page05 SpendingPower Destinations:wherewillEuropeansgoin2024? TravelTrends ClimateConsciousness ALongerPeakseason? Page09 Travelcompanions:Me,myselfand…thedog Adeeperconnection RechargingBody&SoulConcerts,Competitions,Carnivals OntheRoads,RailwaysandWaterways TripPlanning&Booking Page17 Influences:Friends,Reviews,BrandsandNetflixAICombinedwithHumanTouch HotelHeaven Summary&Take-Aways Page22 References Page23 ABOUTACCOR Accorisaworldleadinghospitalitygroupofferingexperiencesacrossmorethan110countriesin5,600properties,10,000food&beveragevenues,wellnessfacilitiesorflexibleworkspaces.TheGrouphasoneoftheindustry’smostdiversehospitalityecosystems,encompassingmorethan40hotelbrandsfromluxurytoeconomy,aswellasLifestylewithEnnismore. Accoriscommittedtotakingpositiveactionintermsofbusinessethics&integrity,responsibletourism,sustainabledevelopment,communityoutreach,anddiversity&inclusion. Foundedin1967,AccorSAisheadquarteredinFranceandpubliclylistedonEuronextParis(ISINcode:FR0000120404)andontheOTCMarket(Ticker:ACCYY)intheUnitedStates.Formoreinformation,pleasevisitwww.group.accor.comorfollowusonX, Facebook, LinkedIn,InstagramandTikTok.  FOREWORD PATRICKMENDES CEOPremium,MidscaleandEconomy|AccorEurope&NorthAfrica 2023wasapositiveyearforEuropeantravel.Industry-wideoccupancy,AverageDailyRate(ADR)andRevPARshowedpositivetrendsin2023year-on-yearacrossthecontinent,withtop-linegrowthhelpingtomitigatecontinuedcostchallenges.Europe,theworld’smostvisitedregion,reached94%of2019touristlevels1,supportedbydemandfrominsideEuropeitselfaswellasaboostfromUSvisitors. AtAccor,ourPremium,Midscale&EconomydivisionsawstrongrevenuegrowthacrossourEurope&NorthAfricaregion,mirroringourwiderbusiness. As2024gatherspace,weareconfidentfortheyearahead.Thisyeartourismwillreturntopre-pandemiclevels,accordingtotheUNWorldTourismOrganisation(UNWTO)1. ButastheEuropeantravellandscapecontinuestoevolve,stayingabreastofthelatesttrendsandinsightsisessentialforindustryprofessionalsseekingtocapturedemandandprovideexceptionalexperiencesfortravellers. ThisreportaimstoshinesomelightonhowtravellersacrossEuropearecurrentlyfeelingabouttravel,whattheirintentionsareforthisyear,thekindoftripsthattheyseek,andthefactorsthatwillinfluencetheirdecisions. Basedonasurveyof8,000travellersfrom7Europeancountries,weseektounraveltheintricaciesofthetravelintentionsofEuropeansthisyear,dissectingtheelementsthatimpacttheirtravelchoicesandprovidingindustryprofessionalswithsomeinsight,intelligenceandinspirationtoguidetheirownstrategiesanddecisions. Isincerelyhopeyoufindituseful. . PatrickMendes 1 UnitedKingdom 2’000people 2 Germany 1’000people 4 France 1’000people 3 Netherlands 1’000people OURMETHODOLOGY AccorcommissionedOnePolltocarryoutresearchbetween13th-23rdJanuary2024.Atotalof8,000adultswhoplantotraveldomesticallyorabroadweresurveyedfromacross7Europeancountries. 5 Italy 1’000people 6 Spain 1’000people 7 Poland 1’000people TRAVELINTENTIONS SPENDINGPOWER Despiteanongoingcostoflivingcrisisacrossthecontinent,Europeansareconfidentabouttheirtravelspendingpowerin2024. AcrossEurope,overhalfoftravellers(54%)thinktheywillhavemoremoneytospendontravelin2024thantheydidin2023,comparedtojust11%whosaythey’llhavelesstospend.Oftravellersinthesevencountriessurveyed,thoseinPolandwerethemostconfidentabouttheirtravelspendingpowerthisyearcomparedtolast,with64%expectinganincreasedbudgetcomparedtojust7%expectingadecrease.ThoseinGermanywerethesecondmostconfident(61%versus13%),andeveninItaly,theleastconfidentofthesevennations,therewerealmostfourtimesasmanytravellersexpectingincreasedbudgets(44%)asthoseanticipatingreducedbudgets(12%). TRAVELBUDGETEXPECTATIONS Doyouthinkyourtotalbudgetfortravelin2024willincreaseordecreasecomparedto2023?N=7,666 Yetthenumberoftripspeopleexpecttotakeislargelystablecomparedtolastyear,withamarginaluptickinoverseastravel.Europeanconsumersexpecttotakeanaverageof1.8foreignleisuretripseachthisyear,upfrom1.6lastyear,withahuge84%ofrespondentsexpectingtotakeatleastoneoverseasleisurebreak. International“bleisure”trips–thatis,tripsthatcombinebothbusinessandleisure–willalsoseeanincrease,withconsumersexpectingtotakeanaverageof0.6suchtripsthisyear,upfrom0.5lastyear.Withworkingpatternsincreasinglyflexibleandemployersever-morewillingtoenableflexibilityaroundtheiremployees’worktrips,anastonishingoneinfiveEuropeans(19%)expectstotakeatleastone“bleisure”tripin2024. AcrossEuropeasawhole,internationalbusinesstripsandalldomestictripsaresettoremainconstantin2024comparedtolastyear. Increasedtravelbudgetscombinedwithstableexpectationsforthenumberoftripssuggestthatonaverage,peoplewillspendmorepertrip.Yetwhilemostpeoplewillenjoyagreateroveralltravelbudget,thatdoesnotmeantosaytheyareimmunetocostpressures.Indeed,thevastmajorityof people(87%)willtakeatleastonemeasuretoreducetheirtravelcostsasaresultofinflationandaheightenedcostofliving,withplansincludingtheav