US $1,195.00
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PhoCusWright's European Consumer Travel Trends Survey
February 2009
US $1,195 CA $1,214 £790 €871
PhoCusWright's European Consumer Travel Trends Survey highlights consumer preferences and how they affect the purchase of travel online. Europeans are active travelers, taking more than four trips per year. A notable shift from fewer long vacations to multiple short vacations continues to spread in Europe. With 35% of European travel euros spent online, this represents a significant opportunity for online travel providers to capitalize on repeat customers.
With so much at stake, it is crucial to understand consumer motivations for online shopping. Meeting and exceeding consumer expectation is the key to moving the needle from trial to preference and from loyalty to product evangelism.
PhoCusWright's European Consumer Travel Trends Survey shares data points by region, type of travel, length of stay and other criteria. Four key markets are covered: France, Germany, Spain and the United Kingdom. The report offers highlights of current and relevant topics such as:
- Travel frequency
- Travel spend
- Incidence of online shopping & buying
- Online purchase motivations
- Influence of online features
- Inhibitors to online purchase
- Interest in mobile travel applications
- Business travel extensions
- Add-ons and upgrades
PhoCusWright's European Consumer Travel Trends Survey follows the search, shop, buy chain to find key underlying motivations from which new market trends will arise. Through in-depth consumer surveys and market analysis, this new and impactful research from PhoCusWright allows you to understand the motivations of your target consumer. With this valuable insight, you will be able to direct product development and marketing strategies more efficiently and provide the best value to your clients.
Table of Contents
Methodology
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Preliminary Table of Contents
Summary of Findings (Travel Behavior and Purchase Behavior)
Travel Components Purchased
Role of Offline Channels, Sources and Media on Internet Purchases
Growing Influence of Search, Social Media and Other Travel 2.0 Features in the Travel Decision Process
Role of Mobile Phones for Travel Information, Purchasing & En Route Changes
Impact of Green Bookings and Carbon Emissions on Travel Purchases
Preliminary List of Tables
Table 1 – Past Year Trip Frequency
Table 2 – Incidence & Mean Number of Trips Taken, by Type of Trip
Table 3 – Average Number of Vacation Days Per Year
Table 4 – Length of Trip (# of Nights Away From Home)
Table 5 – Location/Destination of Trip
Table 6 – Seasonality of Holiday Travel
Table 7 – Incidence and Duration of Extending Business Trips into Holidays
Table 8 – Country/Destination Visited (Random Trip)
Table 9 – Length of Stay (Random Trip)
Table 10 – Amount Spent (Random Trip)
Table 11 – Proportion of Dollars Spent Online (Random Trip)
Table 12 –Travel Components With Online Spend (Random Trip)
Table 13 – Mean Spend by Travel Component and Component’s Proportion of Total Spend (Random Trip)
Table 14 – Channel of Purchase, Past Year
Table 15 – Online Buyer Purchase Motivations
Table 16 – Offline Buyer Purchase Motivations
Table 17 – Online Buyer Purchase Motivations, By Country
Table 18 – Usual Method for Shopping & Buying Travel, Past Year
Table 19 – Usual Methods of Shopping & Buying Holiday Travel, Past Year
Table 20 – Primary Reason for Usually Purchasing This Method
Table 21 – Primary Reason for Usually Purchasing Method, By Usual Purchase Method
Table 22 – Ever Shopped for Travel from an Online Travel Agency but Purchased that Travel
Table 23 – Ever Shopped for Travel from an Online Travel Agency but Purchased that Travel (By Country)
Table 24 – Ever Shopped for Travel on a Supplier Web Site But Purchased that Travel
Table 25 - Past Year Travel Purchases
Table 26 – Online Leisure Travel Purchase Incidence (Past Year), by Destination Region
Table 27 – Interest & Willingness to Pay Extra Online for Add-Ons
Table 28 – First Source Used in Holiday Travel Planning
Table 29 – Type of Web Site Used as First Source
Table 30 – First Travel Component Shopped
Table 31 – Number of Web Sites Shopped
Table 32 – Use Web Sites to Monitor/Compare Airfares
Table 33 – Influence of Social Web Site Features in Determining What Travel is Purchased
Table 34 – Influence of Social Web Site Features in Determining Where Travel is Purchased
Table 35 – Mobile Telephone/Device Ownership
Table 36 – Incidence of Using Mobile Telephone/Device for Other Functions
Table 37 – Use of Mobile Phone/Device for Travel Applications
Table 38 – Future Likelihood of Using Mobile Telephone/Device for Travel Applications (Mean Rating)
Table 39 – Likelihood of Using Mobile Telephone/Device for Travel Applications, Among Those Likely To Use
Table 40 – Agreement with Carbon Emissions Statements (Mean Rating)
Table 41 – Extra Amount Willing to Spend to Reduce Carbon Emissions
PhoCusWright’s European Consumer Travel Trends Survey investigated the travel, shopping, buying and online behavior of online travelers in these same four key markets in the European Union: Great Britain, Germany, France, and Spain. These countries were selected because they represent the markets with the largest online audience (Germany), most active online population (Great Britain) and/or those that are growing fastest (France, Spain).
The survey was conducted by Fieldworks Inc. in 1Q08 in tandem with international online panel company Research Now, with each country represented equally among 1,630 online travelers.
Respondents were invited and completed the survey via the Internet, and thus had used the Internet in the past 30 days. In addition, to qualify for participation, all respondents had to be 18 years or older, taken a trip in the last 12 months by commercial airline, charter airline or rail for business or pleasure (other than routine commuting) and stayed at a hotel, motel or other paid for accommodation (e.g., B&B) for leisure travel in the past 12 months. As panelists, respondents were allowed to complete a maximum of two surveys (unrelated to travel) during the month of this study and were incented to participate by being awarded points for participation.
The survey averaged 18 minutes in length and was translated into the country’s native language for the three non-English speaking regions.
The margin of error on the total sample was +/- 2.5% (by country: +/- 4.8%).
Within this report, significant differences between key sub-segments are noted by a capitalized letter beside the percentage. Each capitalized letter signifies a column where significant differences exist between that column and the other noted columns.
