As the travel landscape evolves in the wake of the Covid-19 pandemic, a recent report by the European Travel Commission (ETC) sheds light on the changing behaviors of European travelers. The study, titled “Monitoring Sentiment for Domestic and Intra-European Travel – Wave 16,” reveals that while travel intent in Europe has seen a slight 4% decrease compared to the previous year, it remains robust. The report highlights a growing trend towards off-peak travel, as well as an increased preference for trips related to events and business. However, financial concerns are also influencing travel decisions, with Europeans adapting their plans to ensure their trips remain affordable.
The report’s findings indicate that 69% of Europeans are still planning trips from June to November 2023, despite the 4% decrease in travel intent compared to the previous year. Notably, the study identifies a shift towards off-peak travel, with 5% more tourists opting to explore destinations during the quieter months of October and November. 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%), the Belgians (79%) and the British (75%) are most eager to travel over the same period.
While the overall decrease in travel intent can be attributed to a post-pandemic slowdown in pent-up demand, the report suggests that financial pressures also play a significant role.
“Our latest data shows that concerns over inflation and personal finances persist among European travelers. Nevertheless, 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”, said Miguel Sanz, President of ETC.
This sentiment is reflected in the changing travel behaviors observed in the report. Nearly a quarter (24%) of European travelers express worries about the rising costs of trips, marking a 6% increase from the previous year. Additionally, 17% are concerned about the economic situation and their own financial stability.
To navigate these financial concerns, European travelers are adapting their travel strategies. The report highlights that 17% of respondents plan to travel during the off-peak season to secure better prices, and 14% intend to vacation in destinations perceived as more affordable. Furthermore, travelers are seeking ways to minimize travel expenses, with 13% aiming to book flights earlier to secure cheaper airfares, and 12% considering low-cost airlines for their journeys.
During their trips, Europeans continue to make budget-conscious choices. The report reveals that 17% plan to cut back on shopping expenses, while 15% will actively seek out more affordable dining options. Additionally, 15% of travelers intend to opt for less expensive accommodation establishments.
While financial concerns play a pivotal role in shaping travel decisions, other factors also influence European travelers’ plans. Worries about Russia’s ongoing war in Ukraine (12%), overcrowded tourist destinations (9%), booking and cancellation policies(9%), and potential extreme weather conditions (8%) contribute to uncertainties among travelers.
1. Pleasant weather and appealing deals
Europe remains the preferred destination for 59% of respondents, while 12% are considering journeys beyond the continent – a notable increase of 3% compared to 2022. However, the allure of domestic travel has diminished slightly, as only 26% of travelers are inclined towards a “staycation” in the coming months.
Spain continues to hold its position as the most sought-after destination, with 8% of travelers planning to enjoy a vacation there. Following closely are France (7%), Italy (7%), Greece (5%), and Croatia (5%). Still, Mediterranean havens have experienced a 10% decrease in visitor interest compared to the previous year. On the flip side, destinations like the Czech Republic, Bulgaria, Ireland, and Denmark are witnessing a surge in popularity. This shift is attributed to travelers seeking less crowded locales coupled with milder temperatures, indicating a preference for more relaxed and peaceful getaways.
3. Events and business travel regain ground
Despite the mounting costs of living, European travelers are displaying remarkable resilience by planning multiple trips. A significant 33% are aiming to embark on two journeys, while 26% are eyeing at least three voyages during the summer and autumn seasons. Conversely, 30% of respondents are considering a single trip, marking a 4% decline from the previous year. As for the duration of these excursions, the majority (36%) are opting for shorter stays of four to six nights, while 27% intend to indulge in trips lasting seven to nine nights.
The report also shines a light on the rising popularity of event-focused travel. A noteworthy 10% of European travelers have expressed plans to journey to specific destinations to partake in events taking place between June and November 2023. This marks a substantial increase from the 4% reported in 2022, highlighting a growing trend of combining leisure with events. Additionally, business travel has experienced a 4% boost, with 9% of respondents preparing for work-related trips. While leisure travel witnessed a 6% decline from the previous year, it still remains the top choice for 68% of European travelers.
As individuals adapt their plans to factor in financial considerations, emerging destinations, and opportunities for both leisure and business, the travel industry is encouraged to continue crafting experiences that cater to these diverse and dynamic desires.
