According to the latest report from the European Travel Commission (ETC), the sentiment regarding domestic and intra-European travel remains robust, although financial pressures are beginning to shape Europeans’ travel plans for the upcoming months. The report, which is the 17th wave of a market research project initiated in September 2020, gathered data in September 2023 from ten high-volume European source markets: Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria.
The findings reveal that, despite a high enthusiasm for travel, there has been a slight decrease in the proportion of Europeans planning trips between October 2023 and March 2024, with 68% intending to travel, a 3% decline compared to the previous year. The desire to travel is particularly strong among Europeans aged over 35, with 71% of this demographic planning to embark on a journey in the upcoming months, while the figure is comparatively lower, at 61%, among the 18 to 34-year-olds.
The report highlights that a significant portion of travelers, comprising 38%, are planning trips during the autumn months of October and November, with another 32% intending to travel during the Christmas period in December and January.
Among the choices of destinations, visiting a neighboring country is the leading preference for 32% of travelers, closely followed by visiting a non-neighboring European country, which is favored by 28% of respondents.
According to the report, the enthusiasm for travel is particularly pronounced among respondents from Spain and Italy, with 75.4% and 74.7% of participants in these countries, respectively, expressing a likelihood of embarking on a trip before March 2024. Similarly, high levels of eagerness were observed among British and Polish survey respondents, both demonstrating a strong intent to travel, with 73.3% and 72.6% of individuals in these countries, respectively, planning to take a trip within the specified period.
While the majority of Europeans are still inclined towards leisure trips (69%), the percentage has slightly decreased compared to the previous year (72%). Notably, there has been a 3% increase in the share of travelers planning business trips, now standing at 8%.
As the summer season fades away, there is a shift in preferred travel themes, with city breaks (19%), cultural and heritage trips (17%) and nature and outdoor experiences (14%) taking precedence during the colder months.
The report further highlights that financial constraints are significantly influencing travelers’ decisions, with 22% of respondents expressing concerns about rising travel costs, while 16% are apprehensive about their personal finances. Nevertheless, the enthusiasm for travel remains high, with the majority of travelers aiming to maintain or increase their usual travel budget during the coming months. While the share of travelers with a budget of up to 1,000 euros has decreased by 9% compared to the previous year, the percentage of those with a budget exceeding 1,500 euros has witnessed a 7% increase.
The intended length of stay remains consistent, with 4-6 nights remaining the most common choice for Europeans, although the share of travelers planning trips lasting more than 7 nights has increased, ranging from 36% among Europeans aged 18-24 to 42% in the age group of 54 and above.
“We are very glad to see that European travelers continue to prioritize their travel spend, even in light of ongoing worries about increasing travel costs and personal finances,” said Miguel Sanz, President of ETC. “The current trends present an optimistic outlook for European tourism in the coming months, demonstrating its resilience to global economic challenges. To take full advantage of consumer confidence, the industry should carefully monitor and anticipate changes in consumer preferences and adjust its offerings accordingly’.’
To mitigate the impact of financial pressures, 22% of survey participants are considering off-season travel, 13% are contemplating visiting more affordable destinations and an additional 13% plan to take advantage of early booking discounts for flights and activities. Additionally, European travelers are strategizing to minimize expenses during their trips, with 17% intending to reduce shopping, 15% planning to cut down on accommodation and dining costs and 12% opting for public transportation or bike rentals.
Climate conditions also continue to play a central role in shaping Europeans’ travel plans, with pleasant weather remaining the top criterion for selecting a destination, as highlighted by 19% of respondents. Concerns about the impact of extreme weather events on travel plans have also increased, with 14% of respondents citing this as their primary concern, marking a 7% increase compared to the previous survey.
Lastly, a growing number of European travelers are opting for greener modes of transport, with 17% planning to take a train or bus during their next trip, a 5% rise from the previous year. In contrast, the number of travelers planning to drive during their holiday has decreased by 7%.
