Financial pressures and cost worries have determined Europeans to adjust their travel plans for this year’s summer and autumn, according to the European Travel Commission’s (ETC) Monitoring Sentiment for Domestic and Intra-European Travel study.
From June to November 2023, only 69% of the participants to the study indicated they plan on travelling, 4% fewer compared to last year. Austrians, Swiss and Germans stand out as the most hesitant holidaymakers, with 45%, 56%, and 62% of respondents respectively having travel plans in the next months. In contrast, the French (80%), Belgians (79%) and Brits (75%) are most eager to travel over the same period.
1. Off-season travel and more affordable destinations
Although the slump in European travel intentions can be explained by a slowdown in the pent-up demand after Covid-19, nearly a quarter (24%) of European travellers are worried about the overall rise of trip costs (up by 6% vs 2022), while 17% are concerned with the economic situation and their finances.
Our latest data shows that concerns over inflation and personal finances persist among European travellers.
Miguel Sanz, ETC President
“Europeans are still eager to travel in the upcoming months. Many are hunting for alternative travel choices, looking for more affordable experiences or considering off-season travel to stretch their budgets. We advise destinations and businesses to capitalise on these trends and assist travellers in going off the beaten track and travelling in the less busy months”, ETC President Miguel Sanz commented on the findings.
To cope with the rising travel expenses, Europeans are adapting behaviours prior to reaching their destination and upon arrival. 17% aim to travel off-season to get better prices and 14% plan to take vacations in destinations they perceive as more affordable. European travellers are also seeking cheaper airfares, with 13% aiming to book flights earlier than usual to get the best deal and 12% planning to fly low-cost airlines.
Meanwhile, travellers also continue to adapt their in-destination behaviour to fit in the available budgets. 17% will cut shopping expenses, 15% will search out cheaper restaurants and 15% will choose less expensive accommodation establishments.
Other factors causing worries among Europeans are Russia’s ongoing war in Ukraine (12%), overcrowded tourist destinations (9%), booking and cancellation policies (9%) and possible extreme weather conditions (8%).
Despite rising costs of living, European travellers are planning multiple trips, with 33% aiming to travel twice and 26% at least three times this summer and autumn. Another 30% of respondents are thinking of taking only one trip (4% lower than last year). In terms of duration, most European travellers (36%) are choosing to spend less than a week (4-6 nights) in their destination, while 27% aim to stay 7-9 nights.
2. Pleasant weather and attractive deals
Europe remains the first choice of respondents, with 59% planning to embark on a holiday within the region, while 12% aim to take a trip outside of Europe (up by 3% since 2022). Meanwhile, the popularity of domestic travel has dropped by 6%, with just 26% of travellers opting for a “staycation” in the next months.
Spain remains the most popular destination for travellers, with 8% planning a vacation there, followed by France (7%), Italy (7%), Greece (5%) and Croatia (5%). Still, Mediterranean destinations have seen a 10% drop in visitors aiming to travel there from last year. On the other hand, destinations like the Czech Republic, Bulgaria, Ireland and Denmark are experiencing a surge in popularity. This can be attributed to travellers seeking out less crowded destinations, and milder temperatures.
Travelling to a destination for an event is rising in popularity, with 10% of European travellers planning to do this between June and November 2023, up from 4% in 2022. Additionally, there has been a 4% increase in business travel, with 9% of respondents intending to embark on a work-related trip. Despite a 6% decline from the same period in 2022, travelling for leisure remains the top choice for 68% of Europeans.
