Key European Traveler Insights 2010
Author: PhoCusWright Inc.
Published: July 15, 2010
As European travel companies advance from recession into recovery, it is critical for them to stay attuned to the trends shaping consumer sentiment and decision-making. How confident are consumers about the upcoming year? What trends are common across European markets, and where do travelers differ? In a comprehensive research study and related Online Event (today! 10 am EDT), PhoCusWright, reveals and explores the state of European consumer travel.
Today's Online Event, Shared Borders, Separate Perspectives: Top Trends in European Consumer Travel, presents an overview of the status of consumer travel in three individual markets - the U.K., France and Germany - as well as insights into key trends and indicators shaping each market's outlook for the coming year. This dynamic, one-hour event draws on some of the key findings contained in PhoCusWright's European Consumer Travel Report. The in-depth report unveils and explores the major forces influencing European consumer travel, examining both behavioral and attitudinal trends. Report highlights include the following trends:
Think price is the biggest motivator? Think again.
Even in today's price sensitive environment, travelers most commonly cited prior positive experience as a reason to visit a website - 38% in France, 50% in Germany and 51% in the U.K.
Relief on the way.
French travelers show a strong ratio of consumers who plan to travel more versus travel less. The German outlook is also positive, though more moderate. U.K. travelers, in contrast, show a very slight growth trajectory for the upcoming year.
Who does not plan travel online these days?
Among those with Internet access, just 6% of French travelers, 9% of German travelers and 5% of U.K. travelers plan and book their trips completely offline.
Search is how travel companies get found.
When shopping for leisure travel, the majority of French, German and U.K. travelers typically use general search engines, which rank first among website categories.
Hotels are not everyone's favorite part of the holiday.
Only 38% of French travelers enjoy staying in hotels, compared to 72% of German travelers and 82% of U.K. travelers.
Smartphone adoption reaches critical mass.
Over a third of travelers now carry mobile phones with web browsing capabilities - 38% in France, 37% in Germany and 47% in the U.K.
Mobile travel is small, but growing fast.
Fewer than 10% of travelers have performed travel-related activities on their mobile phone in the past year. Yet intentions show that the mobile travel audience will likely double in the next 12 months.
PhoCusWright's July 15 Online Event, Shared Borders, Separate Perspectives: Top Trends in European Consumer Travel, is presented by Carroll Rheem, director, research, and moderated by Florence Kaci, director, EMEA sales. The format consists of a 45-minute presentation, followed by a 15-minute Q&A session. An audio/video recording and presentation deck are provided to all registrants.
While certain trends are consistent among travelers across European markets, many are not. Understanding the similarities and differences is critical for building brands in these distinct markets. PhoCusWright's European Consumer Travel Report provides travel companies with a robust picture of European travelers' behavior, attitudes and expectations, so they can best position themselves in Europe's fiercely competitive travel marketplaces.