24春夏欧洲内部旅游情绪监测

Travel horizon: May 2024–October 2024 | Wave 18th WAVE 18 RESEARCH HIGHLIGHTS •75%ofEuropeansplantotravelbetweenMayandOctober2024,representinganincreaseof3%comparedtolastyear.Europeansovertheageof55sharethestrongesttravelsentiment(81%). •Assummerapproaches,EuropeansareincreasinglydrawntoSun&Beachholidays(20%)andCityBreaktrips(16%).Theirmost desired travel experiences include enjoying scenic beauties(19%),savouringlocalcuisine(17%),engagingwithlocalcultures(15%),andadmiringfamouslandmarks •Withtheupcomingsummerseason,thedesireforleisuretravelrisesto74%(a5%increaseoversummer2023),whileinterestinbusinesstravelremainslowat6%. WAVE 18RESEARCH HIGHLIGHTS TRIP PLANNING •57%ofEuropeansplanmultipletripsinthecomingsixmonths.Solotravellers(61%)andthosetravellingwiththeirfriends(58%)arethemostlikelytotaketwotripsormore.•Overhalfoftravellers(52%)havealreadyfullyorpartiallybookedtheirnexttrip.Asignificant35%havechosentheirdestinationbuthavenotmadeanyarrangementsyet. •55%arechoosingtoflytotheirnextdestination,markinga5%increasecomparedtothesameperiodlastyear.Thisfigurerepresentsthehighestlevelsince2020.Meanwhile,theeco-friendlieroptions,liketrainorbus, •Intermsofaccommodation,hotels,beingpartofachainorindependent,remainthetopchoicefor56%ofEuropeans.Short-termrentalsfollowandmaintainanothersignificantmarketshare(17%). •Inaturbulentworld,safety(16%)istheforemostcriterionforEuropeanswhenselectingatraveldestination,followedbypleasantweather(13%).Attractivedeals(11%)andcostoflivingatthedestination(8%)arealso •Thekeydigitaltoolsfortripplanningaresearchengines(23%),travelwebsites(21%)andonlinemaps(16%).Despitethehype,theshareofEuropeansusinggenerativeAItoolsandAI-basedappsfortripplanningiscurrentlyonly4%. RESEARCH HIGHLIGHTS •High inflation(22%)and personal financial situations(17%)continuetobetheprimaryconcernsforEuropeans.Worriesabout •To manage increasing travel costs,Europeans are adoptingseveralstrategies,including opting for off-season trips(17%), selectingmore budget-friendly destinations(13%),and bookingtripswellinadvance(12%).Additionally,whileattheirdestination,travellersare cutting back on shopping(19%),choosing moreaffordableaccommodation options(15%),and dining at less •74%ofEuropeansadapttheirtravelbehaviourtotheclimatecrisis,mainlyby avoiding extreme temperatures(17%),seekingdestinationswith more stable weather conditions(15%),and WAVE 18RECOMMENDATIONS FOR DESTINATIONS •Europeans aged over 55 are the keenest to travelduringthisspringandsummer.DestinationsaimingtoattractthisgroupshouldpromoteCulture&Heritage(35%),Coast&Sea(30%),and Nature&Outdoors •SafetyisatoppriorityforEuropeans.Destinationswithastrongreputationforsafety(asevidencedbyothervisitors)orproactivemeasuresshouldemphasisethisintheirmessaging.Safetyisparticularlyimportantfora WAVE 18 RECOMMENDATIONS FOR DESTINATIONS •Comparedtoothertravellers,Sun&Beachtravellerscitemoreoftenworriesabouthightripcosts(52%)and personal finances(37%).This is a prime opportunity for affordable accommodationproviders,travel agencies,and budget-conscious destinations to promote their value-for-money •Nearlyhalf(48%)ofEuropeanshavenotyetbookedtheirnexttrip.Peopleovertheageof55andthoselookingforcitybreaksareamongtheleastdecisive,with61%and57%,respectively,yettobook.Destinationsandbusinessesseekingtoattractmoretravellersandmaximiserevenueshould •Withfinancialworriespersisting,Europeansaretryingtolimitcostsatthedestination.Restaurantsandcafescanofferandpromotefixed-priceset menus–or evenpre-packedpicnicbasketsfor CONTENTS TRAVELCONCERNSP.40 Wave 18 2.To present Wave 18timings in which respondents are ‘most likely to take their next trip’, the following timeperiods should be used as a reference: •In 1-2 months:May-June2024•In 3-4 months:July-August2024 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents:5,859•Respondents most likely to travel in the next 6 months: 4,419 4.Significant changes between current and previous waves are calculated on a 2.5% significance level.Statistically significant differences are marked using the following symbols: •Increasing •Numbers next to the arrows reflect the actual change in the share of respondents selecting a specificresponse between current and previous waves 6.All data and insights refer to domestic and intra-European travel, unless otherwise stated. Travel sentiment for this spring and summer is higher among those aged35+.4out of5Europeans over the age of55plan to travel (+11%) 60% of Europeans are planning to travel within Europe.July and August are the preferred travel months for a large share (44%) of them Spain attracts the highest number of repeat visitors, followed by Greece, Italy and France.Greece, Portugal and Croatia will host more new visitors than other destinations this spring and summer. Most Europeans plan leisure trips over the next months,while sentiment for business trips remains sluggish As summer draws near, Europeans' desire for Su