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- Summary
- Contents
- Methodology
Publication Summary
As consumer confidence slowly regained its footing in 2010 and 2011, the European travel industry took its first wobbly steps toward recovery from the 2009 recession. Though more consumers were willing to carve a portion of their budgets out for holidays, substantial growth remained at arm's length. But response to the recovery was not uniform across markets -- consumers in France, Germany and the U.K. varied considerably in behavior and intention in 2010 and 2011. Successfully appealing to these consumers requires a holistic understanding of their distinct choices and perspectives.
PhoCusWright's European Consumer Travel Report Second Edition examines traveler attitudes and behavior in three major European markets: France, Germany and the U.K. By providing analysis of both concrete behavior - including channel and segment usage, trip frequency and spend - as well as softer elements, such as intentions, influences and attitudes, the report paints an in-depth, comprehensive picture of consumers in each of these markets. In addition to taking stock of the current state of consumer travel, this report provides critical insight into what 2011 will hold by positioning consumer trends within the context of larger trends in the industry.
Table of Contents
Section 1: Overview, Methodology and Research Highlights
Overview
Methodology
Research Highlights
Section 2: General Travel Behavior
Overall Travel Incidence
Trip Frequency
Trip Duration
Travel Spend
Other General Travel Behaviors
International Travel
Travel Party Composition
Section 3: Travel Component Incidence and Intentions
Lodging and Air Travel Incidence
Types of Lodging
Section
The Travel Planning Process
Section
The Destination Selection Phase
Section
The Shopping Phase
The Booking Phase
Online vs. Offline Booking
Component Channel Booking Behavior
OTA Shopping to Purchase Defectors
Section 8: Usage of Mobile Devices
Mobile Phone Activities
Section
Sharing and Social Networks
Sharing Travel Experiences
Appendix: Demographical Information
LIST OF TABLES
Incidence of Travel, by Age
Frequency of Leisure Trips, by Country (Percentage of All Trips)
Duration of Leisure Trips (Incidence of Trip Length)
Duration of Leisure Trips (Percentage of All Trips)
Annual Household Travel Spend
Average Annual Household Travel Spend, by Age
Trip Budget Intentions
Domestic and International Travel Incidence
Intentions for Traveling Distance, by Farthest Distance Traveled in Prior Year
Travel Party Composition (Incidence Among Travelers)
Lodging and Air Traveler Incidence
Trip Frequency by Lodging and Air Traveler Incidence
Travel Product Consumption (Incidence Among Travelers)
Intentions for Travel Product Consumption
France: Usage of Lodging Types
Germany: Usage of Lodging Types
U.K.: Usage of Lodging Types
Internet Usage for Destination Selection, Shopping, Booking, and Sharing (Typical Behavior)
Number of Websites Used, by Travel Phase (Typical Behavior)
Leisure Destination Types (Incidence Among Travelers)
Motivation for Last Trip to Selected Destination
Online Information Sources Used for Destination Selection (Last Trip)
Offline Information Sources Used for Destination Selection (Last Trip)
Websites Used for Destination Selection (Last Trip)
Online Information Sources Used in Shopping Phase
Offline Information Sources Used in Shopping Phase
Websites Used in Shopping Phase
Website Selection Criteria
France: Influence of Online Features for Leisure Travel Planning
Germany: Influence of Online Features for Leisure Travel Planning
U.K.: Influence of Online Features for Leisure Travel Planning
General Travel Booking Channels
Reasons to Book Leisure Travel Offline
Typical Purchase Methods for Lodging
Typical Purchase Methods for Airline Tickets
Typical Purchase Methods for Car Rentals
Typical Purchase Methods for Rail Tickets
Online Travel Agency (OTA) Booking Patterns
Frequency of Mobile Internet Access, by Age
Current and Future Mobile Phone Activities - France
Current and Future Mobile Phone Activities - Germany
Current and Future Mobile Phone Activities - U.K.
Future Mobile Phone Activities, by Age - Combined Markets
Enjoyment of Discussing Travel Experiences
Methods for Sharing Travel Experiences
Participation in Social Networks
Participation in Social Networks, by Age
Time Spent on Preferred Social Network
Activities Conducted Through Online Social Networks
Appendix: Demographical Information
Employment Status
Income
Household Composition
Gender and Age
Distribution by Country
Methodology
PhoCusWright fielded an online consumer survey May 20 - June 1, 2011 through Global Market Insite, Inc. targeting the general French, German and U.K. populations that have Internet access and travel for leisure.
To qualify for participation in the study, respondents had to indicate that they had taken at least one overnight leisure trip in the past 12 months that included paid accommodations at least 100 km from home, air travel and/or rail travel. 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 timeshares and vacation rentals. The term "lodging" is used in this report to refer to the broad range of paid accommodations.
PhoCusWright received 2,621 qualified responses (France 896, Germany 915, U.K. 810) 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 5,965 adults. The error interval for analysis of the traveler population within each individual country is +/-3.3% for France and Germany and +/-3.5% for the U.K. at a 95% confidence level. Significant differences noted in this report were identified at a 95% confidence level.
Based on data from the U.S. Census Bureau International Data Base, the U.K. Office for National Statistics and Eurostat, PhoCusWright projects the number of adults with Internet access who have taken at least one leisure trip (as previously defined) to be 20 million in France, 29 million in Germany and 21 million in the U.K. in 2009. As ECTR focuses on travel planning, respondents were required to have played an active role in planning their trips, which disqualified 16% 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 any subsequent analysis.
