22年夏季/秋季欧洲内部旅游情绪监测

WAVE 12 RESEARCH HIGHLIGHTS ResponsesarecollectedfromEuropeansin10high-volumesourcemarkets. •Travelsentimentremainsstrong,with73%ofsurveyedEuropeansplanningtotravelinthe •84%oftravellersintendtotakeatripduringJune-September,withpeakinterestinvisiting •ThewarinUkrainedidnotaffecttheholidayplansof44%ofEuropeans,whileitcaused31%tomakesomechangestotheiroriginalplans,and4%cancelledtheirtripcompletely. •Overone-thirdofEuropeansstatethattheirtravelplansareunaffectedbyCOVID-19— WAVE 12 RESEARCH HIGHLIGHTS •Sun&Beach(22%),Nature&Outdoors(15%)andCityBreak(15%)arethemostpreferred •Spendingtimeinthegreatoutdoors,seeingscenicEuropeanlandscapes(19%),immersioninthelocallifestyle(16%),andlearningmoreaboutlocalgastronomyanddelicacies(16%)aretravellers’mostcovetedexperiencesfortheirupcomingsummertrip. •39%ofEuropeanswillembarkonafamilyvacationinthenextsixmonths,and37%willtravel •The4-6 nights holidays are the most popular(34%),followedby7-9nights(27%);31%ofsurveyrespondentsplantoinvest500-1,000eurosperpersonontheirupcomingtrip. •OverhalfofEuropeantravellers(52%)favourhotelstays,whileinterestinshort-termrentals(15%)increasesslightlycomparedtolastsummer(13%) WAVE 12 RESEARCH HIGHLIGHTS •Pleasantweather,attractivedealsandfewercrowdsare •Europeans’travel confidence rises,as indicated by theincreaseintheshareofEuropeanswhohavefullybookedtheirupcomingtrip(+6%)andthedecreaseinthelevelof •Economicconcernsregardingpriceinflationandpersonalfinancesaretravellers’keysourceofdistress •Althoughsentiment towards strict health&safetyprotocolsdrops(-12%)toits lowestpoint,the protocols WAVE 12 RECOMMENDATIONS FOR DESTINATIONS •TheexpectedtravelpeakfromJunetoSeptember,togetherwithtravellers’preferenceforlesscrowded destinations,is an opportunity to promote lesser-known sites and •Consideringthepopularityofnatureandoutdoorstrips,destinationscouldtarget,bothdomesticvisitorsandtravellersfromneighbouringcountries:35-54-year-oldtravellerson •Ιn response to the high intentions to travel more than once in the warmer months,destinationsareadvisedtoplancampaignsaimedatattractingthefirstandsubsequent •‘Localhood’isofprime interesttoEuropeans;destinationsareurged topromote localexperiencesthat enable visitors’immersion in the local culture and foster a positive WAVE 12 RECOMMENDATIONS FORBUSINESSES •Coastalhotels/resorts targeting families may consider promoting packages of 4-9 nightscomplementedbytravelexperiencesrevolvingaroundnatureandthelocalcuisine,basedon •Bargainsandattractivedealsarenowthesecond-mostimportantcriteriaforEuropeanswhenchoosinga holiday destination.Businesses are encouraged to bundle tour packages at a •AsEuropeans’travelconfidence grows and the booking window elongates,businesses canalreadylaunchcampaignsfortheshouldermonthssince75%oftripsplannedforthenext3-4 •Tourismbusinessesshouldmaintainstricthealth&safetyprotocols,whichremainhighlyimportantforoverhalfofEuropeans,eventhoughtravelconcerns,specificallyrelatedtoCOVID- CONTENTS Wave 12 How toread 2.To present Wave 12 ‘timings in which respondents are most likely to take their next trip’, the following timeperiods should be used as a reference: •In 1-2 months;June-July 2022•In 3-4 months;August-September 2022 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents; 6,005•Respondentswith short-term travel plans/most likely to travel in the next 6 months(‘early-bird’travellers/ ’travel-ready’ Europeans); 4,391 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: 6.All data and insights refer to domestic and intra-European travel, unless otherwise stated. TRAVELINTENTIONS With summer coming, Europeans’ travel sentiment remains strong despite a minor drop (-4%) Europeans aged 45+ remain the most eager to travel (78%),while sentiment among the youngesttravellers(18–24 years old) is slightly weaker (62%) Desire to travel is equally distributed between June-July (41%) and August-September (42%),with strong interest in intra-European travel PREFERRED COUNTRIESFOR EUROPEANS’ NEXT Croatia reaches the top 5 list,while Belgium enters the Despite a minor decline, the vast majority of Europeans(73%) will still travel for leisure purposes in the Sun & Beach holidays are the most popular type of holidays; Nature &Outdoors and City Breaks climb to second place for the next 6 months Compared to Sun & Beachholidaymakers, Nature & Outdoorstravellers are more likely to travel Sun and Beach holidays are more alluring to younger and middle-aged travellers (18-44 years old),while those 55+ demonstrate a stronger preference for Culture and Heritage trips WHAT ARE THE TRAVEL STYLES OF EUROPEANSMOST WILLING TO TRAVEL IN THE NEXT MONTHS? •1in3Europeanswhointendtotravelinthenext6monthsdescribethemselvesasCityLifeEnthusiastswholovevisiting •TheSun&BeachLoversandtheImmersiveExplorersaretheothert