Travel plays a significant role in European culture. Even in the face of a weakening currency, consumers are relentless with their travel plans and more adults are packing their bags than ever before. Travelers are cutting back where they can, meaning fewer trips and packaged holidays. However, they are holding out for long, international excursions to new destinations. Together, France, Germany and the U.K. comprise approximately 60 % of the total European travel market, or €158 billion in gross bookings in 2015.
Phocuswright's European Consumer Travel Report Sixth Edition provides a detailed view of European traveler behaviors and purchase trends to help travel companies gauge how macroeconomic conditions are impacting the Europeans travel industry. The report tracks European travel trends across three key European markets – France, Germany and the U.K. – via a range of travel metrics. This report also provides insight into online/offline channels and features used during destination selection, travel shopping and purchasing, and measures the growing impact of mobile devices.
Key topics include:
- Analysis of general travel metrics by market, including travel incidence and expenditure, frequency and duration of trips, international travel and travel party composition
- The travel planning process – including online and offline channel usage across destination selection and shopping phases of travel planning
- Online/offline booking analysis by market, as well as online booking trends across key travel products including lodging, air and rail
- Key mobile trends, including mobile web penetration, current engagement and apps vs. mobile websites
Purchase Phocuswright's European Consumer Travel Report Sixth Edition to understand traveler preferences in the changing and dynamic travel landscapes in France, Germany and the U.K.
Phocuswright fielded an online survey on April 4-18, 2016, through Global Market Insights, Inc., targeting the general French, German and U.K. adult populations that have Internet access and travel for leisure.
To qualify for participation in the study, respondents had to indicate having taken at least one overnight leisure trip that included paid accommodations at least 100 kilometers from home and/or taken flights/rail for leisure travel in the past 12 months. An additional screener required consumers to have played an active role in planning their leisure trips. Respondents who qualified are referred to as "French/German/U.K. travelers." Paid accommodations include hotels and other nightly priced lodging products, as well as time-share and vacation rentals. The term "lodging" is used in this report to refer to the broad range of paid accommodations.
Phocuswright received 3,159 qualified responses (France 1,042; Germany 1,071; U.K. 1,046) and the respondent pool can be projected with confidence to the adult population with Internet access. Travel incidence levels were calculated based on the responses of 5,736 adults. The error interval for analysis of the traveler population for each country is +/-3% at a 95% confidence level.
Based on data from Eurostat, Phocuswright projects the number of adults with Internet access who have taken at least one leisure trip in 2016 to be 30 million in France, 43 million in Germany and 31 million in the U.K. (see Figures 1, 2 and 3). Because this report focuses on travel planning, respondents were required to play an active role in planning their trips. This requirement disqualified 21% of the total traveler group. These consumers who traveled but did not plan their trips were counted in the traveler incidence calculation, but are not included in subsequent analysis.