phocuswright research: europe consumer travel trends · 2019-05-16 · 2016. 2018. u.k. was the...

Phocuswright Research: Europe Consumer Travel Trends

Maggie Rauch, Phocuswright Inc.


Travel is resilient.


Adult Leisure Travel Incidence, 2018*

Note: *As a percentage of adult populationSource: Eurostat; Europe Consumer Travel 2018

France U.K.

60%59% 61%Germany


Travelers as a Percentage of Adult Population, 2012 vs. 2018

Base: French consumers who have stayed in paid accommodations and/or taken flights/rail for leisure travel in the past 12 months (N=1,827)Source: Eurostat; Europe Consumer Travel 2018

45% 47%

56%59% 61% 60%

0%

10%

20%

30%

40%

50%

60%

70%

France Germany U.K.

2012 2018


Economic Conditions Led to Tighter Wallets in 2018

Base: French travelers (2014 N=1,084, 2016 N=1,042, 2018 N=1,024); German travelers (2014 N=1,323, 2016 N=1,071, 2018 N=1,114); U.K. travelers (2014 N=1,054, 2016 N=1,046, 2018 N=1,006)Source: Europe Consumer Travel 2018

France U.K.

+ <1%+ 4.3%

Germany

-3.9%No Change

-1.3%+ 3.7%

Spend2016 vs. 2018

Trip Frequency,2016 vs. 2018


A dip in high-spend travelers (those spending €5,000 or more annually) and a jump in budget and mid-range spenders.

Source: Europe Consumer Travel 2018


Traveled to a Destination Outside of Europe in Last 12 months

Base: French travelers (2016 N=1,042, 2018 N=1,024); German travelers (2016 N=1,071; 2018 N=1,114); U.K. travelers (2016 N=1,046, 2018 N=1,006) Source: Europe Consumer Travel 2018

31%

26%30%

34%

28%

33%

France Germany U.K.

2016 2018


French travelersare taking fewer trips, but holding onto their

longer trips of one week or more

German travelers have been the most consistent with trip length and frequency,

but their trips are trending slightly shorter

U.K. travelers are the most likely to

take short trips

Source: Phocuswright Inc.


Private accommodations:

Not so hot


Lodging Used Last 12 months: Top 5

Question: What type(s) of lodging did you stay in for your N trips over the past 12 months? Select all that apply. Base: French travelers (N=1,024); German travelers (N=1,114); U.K. travelers (N=1,006) Source: Europe Consumer Travel 2018

0% 10% 20% 30% 40% 50%

Budget hotel/motel

Bed & breakfast or inn

Home, condo or flat that you rented

Upscale hotel/resort (four-star)

Midscale hotel/resort (three-star)

France Germany U.K.


In France and Germany, hotel stayers flat and private accommodation stayers down

Base: French travelers (2016 N=1,042, 2018 N=1,024); German travelers (2016 N=1,071, 2018 N=1,114)Source: Europe Consumer Travel 2018

Private Accommodation Stayers (home or shared space)

Hotel Stayers(Budget to 5-star)

55%

63%

46% 46%

55%

64%

44%41%

France Germany France Germany

2016 2018


70%

26%

64%

28%

Hotel Stayers Private Accommodation Stayers

2016 2018

U.K. was the opposite, with a 6% dip in hotel stayers and a slight bump in private accommodation stayers.

Base: U.K. travelers (2016 N=1,046, 2018 N=1,006) Source: Europe Consumer Travel 2018

Percentage of U.K. Travelers Who Stayed in Hotel and Private Accommodation in Last 12 Months


Rental websites’ role in travel shopping transformed over just four years.

Base: Online travel shoppers: French travelers (2014 N=886, 2016 N=853; 2018 N=725); German travelers (2014 N=995, 2016 N=886; 2018 N=762); U.K. travelers (2014 N=853, 2016 N=878; 2018 N=730) Source: Europe Consumer Travel 2018

35%

29%

18%

15%

17%

13%

France

Germany

U.K.

2014 2018

Typical Travel Shopping Websites Home/Flat Rental Websites


Tours and Activities

>90%


German travelers were the most likely to explore outdoor activities and take a day trip or tour.

Base: French travelers (N=1,024); German travelers (N=1,114); U.K. travelers (N=1,006) Source: Europe Consumer Travel 2018

0% 10% 20% 30% 40% 50% 60% 70%

Outdoor activities

Bar, club, and/or nightlife

Museum, cultural attraction, or monument

Day trip, excursion, sightseeing tour

Last Trip In-Destination Activities

France

Germany

U.K.


Top Destination Characteristics


France U.K.

1. Natural features2. Landmarks/

sightseeing3. Local culture

Germany

1. Natural features2. Landmarks/

sightseeing3. Ease of travel to

destination

1. Landmarks/ sightseeing

2. Ease of travel to destination

3. Natural features


Travel Shopping and Booking: OTAs surge, mobile

catching on slowly


Base: Hotel Bookers who booked separately, not as part of a package: French (2014 N=630; 2016 N=589, 2018 N=452); German (2014 N=808; 2016 N=65; 2018 N=529); U.K. (2014 N=710; 2016 N=734 ;2018 N=552) Source: Europe Consumer Travel 2018

26%

37% 35%

51%47% 46%

France Germany U.K.

Using an OTA or rental website

2014 2018

OTAs

Typical Hotel Booking Channel: OTA



11%

9%

11%

7%

11%

8%7%

5% 5%

1%

5%5%

France Germany U.K. France Germany U.K.

Calling travel providers Calling/visiting a travel agent

Typical Hotel Booking Channel: Offline Channels2014 2018

Offline Channels



14%

7%

22%

12%

9%

15%

France Germany U.K.

Using a travel provider website

2014 2018

Suppliers

Typical Hotel Booking Channel: Supplier Site/App


Loyalty? Meh.


Travelers With Loyalty Memberships


16%11%

25%

6% 7%12%

67%

75%

58%

France Germany U.K.

Hotel Online travel agency None


European travelers have steadily shifted to online bookings, but are still not gravitating towards mobile.

Source: Phocuswright Inc.


28% 25%of European fliers booked

on their smartphones of European hotel stayers

booked on their smartphones

Base: Hotel Stayers (N=2,014); Fliers (N=1,255)Source: Europe Consumer Travel 2018


Base: Booked flight online last trip: French (N=234); German (N=174); U.K. (N=292) Booked hotel online last trip: French (N=236); German (N=247); U.K. (N=297) Booked private accommodation online last trip: French (N=162); German (N=135); U.K. (N=93) Booked rental car online last trip: French (N=59); German (N=35); U.K. (N=43) Source: Europe Consumer Travel 2018

Hotel and Air < 10% booked last trip on mobile

Private Accommodations and Car < 15% booked last trip on mobile

phocuswright research: europe consumer travel trends · 2019-05-16 · 2016. 2018. u.k. was the...

Documents