SOURCE: PhoCusWright Inc.
SHERMAN, CT–(Marketwire – August 16, 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, travel industry research authority PhoCusWright reveals and explores the state of European consumer travel.
“PhoCusWright’s European Consumer Travel Report” (http://www.phocuswright.com/store/1361) presents an overview of the status of consumer travel in three individual markets — the U.K., France and Germany — and examines trends and indicators shaping each market’s outlook for the coming year. The report unveils the major forces influencing European consumer travel, exploring both behavioral and attitudinal trends. “Our research uncovers some surprises and important differences between these three markets. The European travel markets are anything but one-size-fits-all, and any travel company hoping to effectively target these markets must address these differences and develop their strategies accordingly,” states Carroll Rheem, PhoCusWright’s director, research and report author. Report highlights include the following trends:
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.
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.
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.
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.
About PhoCusWright Inc.
PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world.
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