监测欧洲内部旅游情绪——第六波

WAVE 6 RESEARCHHIGHLIGHTS Thisreportmonitorssentimentandshort-termintentionsfordomesticandintra-regionaltravelwithinEuropeandisthesixthwaveofmarketresearch,initiatedinSeptember2020.Responsesarecollected desirefortravelclimbstoitshighestlevelsincethesurveybegun,with56%oftotalrespondentsplanningtotakeatripbytheendofAugust.22%ofallsurveyed •VacationsremainthepredominanttravelmotivationforEuropeans:66%ofearly-birdtravellerswill travel forleisure-upfrom the56%pre-pandemicbenchmark2 WAVE 6 RESEARCHHIGHLIGHTS •TheimpactofCOVID-19vaccinesontravelsentimentisfairlypositive;48%ofallsurveyedEuropeansfeelmuchmoreconfidentaboutplanningtripsinthenext6 •Interestinholidaysbythesearemainsstrong;34%ofearly-birdtravellersfavourthiskindof trip.Apreferencefor natureand theoutdoors is stated by15%ofrespondentsandisparticularlystrongamongthosefromcentralEuropeanmarkets. •Overhalfofearly-birdtravellers(52%)showawillingnesstomaketheirnexttripbyplane,thoughinBritain,thereappearstohavebeenafallingoffinairtravelconfidence,withan11%decreaseinthispreference.Cartravelremainsthesecond WAVE 6 RESEARCHHIGHLIGHTS •DespitetheeffortsmadebyEUcountriestobolstertourisminfaceofthepandemic,Europeansarestillexperiencingchallengesinfollowingtheiroriginaltravelplans:only 9%of allrespondentshavenot •Whenit comes to personal health,air travel ismentionedby17%ofallEuropeanssurveyedasthemostworrisomepartofthetrip,followedbyvisitingbarsandrestaurants(13%). Whilequarantinemeasuresaretheleadingconcernforearly-bird travellers(16%),there is growinganxiety(11%)regarding limitations on activities to WAVE6 INSIGHTSON TRAVELLERS’ONLINESENTIMENT The reportisalso complementedbyinsightsontravellersdestinationsfor the periodof January2021 comparedto January2020.1 •36%ofalltravelsocialmediamentionsaremadebythe35-44agegroup doublethenumberofthosemadebythehyper-connectedyoungMillennialsagegroup(aged25-35). •InJanuary2021,theTourismProductIndex2-measuringsatisfactionwiththeoffering of European destinations-was 60%,representing a 7%decreasecomparedtoJanuary2020and asmall4%increasefromDecember2020.Thisslightimprovementcould indicatethat bothtourists and destinationsareslowlyadaptingtotourismintheCOVID-19era.• TheHotel Satisfaction Index2duringJanuary 2021was 64%-thesame as inJanuary2020andonlyslightlybelowitsDecember2020levelof66%.Alsointhiscase,stabilityindicatesanadjustmenttothe'newnormal'.1Benchmark report for major European destinations;January 2021 compared to January 2020 (Mabrian Technologies,April2021)2Tourist Product/ Hotel Satisfaction Indexes, measure satisfaction levels of visitors to a destination with its offering (arts&culture, food & cuisine, sunbathing, etc) & accommodationFor more info on methodology and scoring system please refer to slide49 WAVE 6 RECOMMENDATIONSFORDESTINATIONS Developingand communicating strict COVID-19 protocols for bars and restaurants iscritical.CampaignsemployingafunnierandengagingapproachtoCOVID-19measures •Toaccommodate road-trippers and nature seekers,destinations could offer specialitineraries,off-the-beaten-track experiences and outdoor family fun stops.A good makingtheexperiencemoreimmersive.•Responsibletravel is at the forefront of restarting tourism.Destinations shouldundertakeinitiativessuchasbrandstorytellingcultivatinga"senseofcare",partneringwith WAVE 6 RECOMMENDATIONSFORBUSINESSES •Afteralongwait,businesses should capitaliseonthepositivetravel sentiment andcustomerconfidenceforthespring-summerperiods.Buynow-savelater deals,free Asmany sun and sea destinationsannounce opening dates,independent hotels andresortscouldstrengthenstafftraininginadjustingtothenewcircumstances,furtherdevelopingresiliencethinking,implementinghealthandsafetyprotocolsandusingbrandvaluestoprovideworry-freevacationsfortheirguests. •Withtravel corridors being agreedbetweencountries and direct bookingson the rise,serviceproviders-accommodation,airlinesandcar-rentalbusinesses-couldcollaborate CONTENTS Wave6 How toread 2.To present Wave6timings in which respondents are most likely to take their next trip, the following time periodsshould be used as a reference: •This month;February 2021.•In 1-2 months;MarchApril 2021.•In 3-4 months;MayJune 2021. 3.To present data and insights, the following distinct groups have beenanalysed: •Total respondents; 5,837•Respondentswith short--birdtravellers 4.Only significant changes between current and previous waves are shown; Significant changes refer to >2.5% for thetotal sample and >5% for the smaller samples, in absolute numbers. To indicate these changes, the followingsymbols were used: •Increasing,decreasing •Numbers next to the arrows reflectthepercentage of change in the share of respondentsselecting a specificresponse between current and previous waves 6.When mention of new COVID-19 cases is made, it refers to the data collection period. 7.All data and insights refer to domestic and intra-European travel, unless otherwise stated. TRAVELINTENTIONS Travel sentiment climb