What Tourists Want
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Learn more about what tourists want from a holiday and how they travel, by market

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Dragon Trail International: Chinese Traveller Sentiment Report -September 2023

Dragon Trail International: Chinese Traveller Sentiment Report -September 2023 | What Tourists Want | Scoop.it

Top take aways in this report are: 

  • Chinese consumers are interested in outbound travel, but few have taken a trip - only 4% of respondents have travelled outside mainland China. 
  • However, attitudes are positive, 34% hope to travel outside mainland China, 33% are undecided, and 20% will not travel.
  • COVID is no longer a significant concern impacting international travel. 
  • Personal finances and safety concerns remain with most safety concerns based around personal security.  This increases the motivation to  join group tours. 
  • Europe remains the top choice for long-haul tourism, with Iceland emerging as a destination.
  • Chinese social media are the top source for information on  travel destinations.  Other trusted information sources include travel agents, tour operators, friends, family and travel websites.
  • Natural scenery, wildlife, and iconic landmarks in long haul  destinations appeal most. 

See more in this report. 

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Skyscanner Research: Horizons 2023-2024 Destinations & Booking Insights   

Skyscanner Research: Horizons 2023-2024 Destinations & Booking Insights    | What Tourists Want | Scoop.it

This Skyscanner report provides a forward-looking view of changing traveller attitudes and booking behaviour. This research was based on Skyscanner search & booking data and a survey of 18,000 travellers worldwide.  Some of the findings included: 

  • Travel is a top priority in 2024 for travellers 
  • Globally, the travel industry has performed despite  challenges like staffing and capacity restraints, and  disruption from extreme weather conditions.

  • Domestic and international air connectivity levels have increased. Seat capacity is nearing or has has exceeded 2019 levels, and airlines try to meet sustained traveller demand.

  • People are continuing to ring-fence their travel budget and invest their discretionary spend in leisure trips through 2023 and in 2024, despite higher average fares vs pre-pandemic.

See more in the full report. 

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Mintel Research: Global Consumer Trends 2024 

Mintel Research: Global Consumer Trends 2024  | What Tourists Want | Scoop.it

Five trends have been identified that are particularly interesting for brands to pay attention to now and in the years ahead.

Some of these include:

  • Being Human - as the world is increasingly dominated by algorithms consumers also value human skills 
  • More than Money - As budget pressures increase consumers are becoming more realistic in their search for value as they strike a balance between quality received and cost incurred.
  • New Green Reality - Consumers are recognising that a passive approach to the climate crisis is not enough to tackle environmental challenges.

See more in the full report. 

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ABTA: Holiday Habits 2023-24 (UK Data)

ABTA: Holiday Habits 2023-24 (UK Data) | What Tourists Want | Scoop.it

This annual survey looks at the travel behaviours of holidaymakers in the UK.  Some of the findings are: 

  • Bookings and confidence in travel are strong. Despite economic challenges and the strain on household budgets, 84% of people went on holiday during last year and 52% took a trip abroad. Of those who took a foreign trip, 61% went on a package holiday 
  • 42% of people who booked a package holiday said it was the best value option for the price, up from 34% last year.
  • 64% of people said they plan to take a trip overseas next year showing ongoing commitment to travel. 
  • There has been an increasing number of people travelling outside of peak periods which has extended the season in some destinations. 
  • Half of people who travelled over the last 12 months said they took sustainability into consideration when making their holiday choice. 

The ABTA Holiday Habits report is annual report based on research with a nationally representative sample of 2,000 people in the UK. It looks at people’s holiday habits in the 12 months prior to that summer and what their travel plans are for the year ahead.  

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Forward Keys Destination Insights: Global Travel Trends 2023

Forward Keys Destination Insights: Global Travel Trends 2023 | What Tourists Want | Scoop.it

In this report ForwardKeys analyses the evolving patterns of global tourism and changing traveller behaviours that emerged through 2023.

Some of the findings are: 

  • Urban tourism is on the rise
  • Climate change matters long-term
  • Flexible work drives off season travel
  • Lead times are back to pre-pandemic length
  • Travellers opt for fewer longer trips
  • The future is digital for travel agencies

For more insights see the full report.

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Dragon Trail Research: Chinese Outbound Travel Trade Survey-July 2023

Dragon Trail Research: Chinese Outbound Travel Trade Survey-July 2023 | What Tourists Want | Scoop.it

Dragon Trail Research surveyed mainland Chinese outbound travel agencies to get an overview of this travel market now that outbound travel has resumed.   They found that: 

  • The millennial market is dominating travel trade sales
  • Independent travellers are considered the most popular product type at 42%, group tours (34%) and customized travel for private groups (24%). 
  • Group sizes are small, with groups of 20 people or fewer the most popular.
  • Family travel, and special experiences are the best sellers  
  • Beach and island (37%) is the top type of trip followed by family travel (33%). 
  • Travellers chose the quality of products and experiences in destination over low prices.
  • The top barriers for outbound travel from China is difficulty in getting visas and high airfare prices. 

See more in the report.

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National Geographic: The Rise of Wellness Travel 

National Geographic: The Rise of Wellness Travel  | What Tourists Want | Scoop.it

The number of people concerned about their health and wellbeing has soared since the pandemic began.   21% of global travellers are travelling for health-and wellness reasons (2022 Travel Trends) and this is likely to grow in 2023, with 29% of global travellers stating that they are interested in travelling for wellness reasons in the future.

 

Read more in this article from National Geographic.

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GWI Research: Meet The Millennials 

GWI Research: Meet The Millennials  | What Tourists Want | Scoop.it

This report looks into the world of millennials (consumers aged 27-40), showcasing their attitudes, media habits, and how brands can engage with them. 

 

Millennials have grown up & are spending less time online

  • Nostalgia resonates with them
  • They are competitive  
  • The top quality millennials value in brands is reliability. 

 

See more about this demographic in the full report. 

All data in this report is taken from GWI’s online research among internet users aged 16-64, or 16+ in 52 markets. 

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McKinsey Research: Outlook for China Tourism 2023 

McKinsey Research: Outlook for China Tourism 2023  | What Tourists Want | Scoop.it

As China’s travel restrictions have lifted, demand for travel is strong among Chinese tourists. 

 

This article looks at the Chinese traveller post pandemic, their evolving spending behaviours and preferences and makes suggestions that tourism service providers and destinations could take to prepare for the return of these travellers.

 

The report draws on the findings of McKinsey’s Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022. 

 

See more in this article. 

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Globetrender: Gen Z and Millennial travel intentions revealed for 2023

Globetrender: Gen Z and Millennial travel intentions revealed for 2023 | What Tourists Want | Scoop.it

This research reveals what Gen Z and Millennials want from travel in 2023 and how the hospitality sector needs to evolve to remain relevant to their needs.

The findings show that for 2023:

  • younger generations of travellers are taking more trips, booking longer stays, spending more per night, and looking for a larger number of functional features from their accommodation such as wellness facilities and coworking space.
  • See more in this article and also the full report at the link here  The Future of Travel Hospitality.
  •  

2,000 people from five European countries were surveyed for this research. 

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US Millennials' Travel Trends & Statistics in 2023

US Millennials' Travel Trends & Statistics in 2023 | What Tourists Want | Scoop.it

Millennials born between 1981 and 1996 (26-41) currently represent the largest population group (73%) in the US.  Many are now reaching their prime spending years.

Find out some of their characteristics which will help businesses attract millennials as guests. 

  • They have a high level of interest with social issues such as climate change and its impacts, which can affect their purchasing decisions.
  • 90% said authenticity is crucial when dealing with a brand,
  • 36% said the cost of living is their number one concern, so value is extremely important.

See more in the article above. 

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Fáilte Ireland Research: Overseas Holiday Makers 2019

Fáilte Ireland Research: Overseas Holiday Makers 2019 | What Tourists Want | Scoop.it

Who are our Overseas Holidaymakers?
More than half of overseas tourists who come to Ireland are on holiday.  This research reveals: 

  • Where they come from
  • How much they spend
  • How they choose and plan their holiday
  • What they see and do 
  • Where they stay 

See this infographic for these and more facts about holidaymakers to Ireland.

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Fáilte Ireland Research: Travel Trends France (2007-2019)

Fáilte Ireland Research: Travel Trends France (2007-2019) | What Tourists Want | Scoop.it

This profile reflects a pre-Covid market place and reviews trend data for the French market from 2007 to 2019. Beginning in 2007 it tracks the recovery from the last recession up to 2019.

It also includes: 

 

  • The trend in French tourist numbers and revenue data 
  •  A closer look at French holidaymakers, as an important subset of tourists, and their characteristics and behaviour in pre-Covid times.

Click the image to see more.  

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Booking.com: Travel Predictions 2024

Booking.com: Travel Predictions 2024 | What Tourists Want | Scoop.it

Booking.com have used data from a global study of 27,000 travellers across 33 countries to produce seven 2024 travel predictions and local market insights from the UK, Italy, Germany, Spain, the USA and Latin America.

See these insights in this report. 

 

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Tourism Economics: Chinese Outbound Travel To Gain-Momentum in 2024

Tourism Economics: Chinese Outbound Travel To Gain-Momentum in 2024 | What Tourists Want | Scoop.it

Tourism Economic report that Chinese outbound travel recover further in 2024 but will not fully recover until 2025. 

  • Capacity constraints that impacted outbound recovery (limited flight connections and delays in passport and visa processing) eased in the second half of 2023 and will continue to do so.
  • The shift from domestic to outbound tourism among Chinese travellers will provide a boost to international demand.
  • However, capacity constraints and risk aversion in traveller attitudes will remain in the near-term.
  • It is estimated by Tourism Economics that the number of international outbound trips taken by Chinese travellers in 2024 will roughly double relative to 2023.
  • Chinese outbound travel volumes will remain 22% below 2019 volumes, and it is expected that Chinese outbound visits will not fully recover to pre-pandemic levels until 2025.

See more in the full report. 

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ETC Research: Long Haul Travel Barometer - Q1 2024

ETC Research: Long Haul Travel Barometer - Q1 2024 | What Tourists Want | Scoop.it

The ETC Long Travel Barometer - Q1 2024 monitors intention to travel to Europe for the next 12 months (January - December) & for the next 4 months (January to April)

The main findings are: 

  • Intention for overseas travel is generally positive in key long haul markets with particularly high levels of positivity among Brazilians, Australians, Canadians, and Koreans
  • However, travellers display greater reluctance to visit Europe in the initial four months of the year.
  • There is a positive shift in Japan, where an additional 5% of
    respondents now express an intention to travel long-haul but intention is still relatively low at 35%. 
  • In contrast, China is the only market with a significant 14% decrease in the number of individuals planning long-distance travel in 2024.
  • Among those eager to travel overseas in all key markets,  75% plan to visit Europe. 

See more in the full report

(Survey was carried out in December 2023).

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Buzz v Reality: Decoding the Luxury Travel Consumer Mindset

Buzz v Reality: Decoding the Luxury Travel Consumer Mindset | What Tourists Want | Scoop.it

In this report   

  • Domestic holidays dominated over the past year: 91% of the affluent from Europe and the Americas took a trip within their country. 
  • City breaks, beach holidays and extended family breaks were the most popular holiday types last year and are projected to remain so in the next 12 months.
  • Boat cruises will see a notable upturn in interest, particularly among wealthy travellers from the Americas.
  • 57% of the global affluent expect to spend more on holidays than pre-Covid peaking in the Americas at 73%. Only one in ten (10%) expect to cut back.
  • Around half are planning to travel more to make up for lost time, and to take celebration trips and more extravagant holidays than before. 

See more details by market in the full report. 

This research focuses solely on affluent and high net worth individuals’ views on luxury travel.  Data was gathered across 14 countries. 

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ETC Research: Monitoring Sentiment for Domestic & Intra European Travel Wave 17 - October 2023

ETC Research: Monitoring Sentiment for Domestic & Intra European Travel Wave 17 - October 2023 | What Tourists Want | Scoop.it

The ETC have been monitoring sentiment for domestic and intra- European travel since September 2020. In the latest wave of research (wave 17) carried out in September, European travellers were asked about their travel plans for the October 23 - March 24 period.  Key findings were:

  • 68% of Europeans plan to travel between October 2023 and March 2024, a 3% decrease when compared to a year ago,
  • Concerns about travel cost inflation (22%) and personal finance  (16%) top Europeans’ travel-related worries, there has also been an increase of 7% in concern regarding extreme weather events  vs the summer.
  • To counteract financial concerns, 22% will opt for off-season trips, 13% will travel to more affordable destinations, and 13% will book activities and flights in advance.  They will also limit their shopping in destination (17%) and will select less expensive accommodation and more affordable restaurants. (15%).

Click on the image for the full report and on the link below for the Press Release: Here

Research in this wave was conducted in the following markets - Germany, United Kingdom, France, Netherlands, Italy, Belgium, Switzerland, Spain, Poland, and Austria

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Ispos: Holiday Barometer amongst Europeans, North Americans, Asians & Oceanians April 2023

Ispos: Holiday Barometer amongst Europeans, North Americans, Asians & Oceanians April 2023 | What Tourists Want | Scoop.it

The survey tracks global travel trends was conducted by Ipsos among 15,000 people across 15 countries.

 

The survey found that:

  • Holidaymakers are eager to travel and are not ready to make concessions on their holidays
  • Three out of four Europeans intend to travel during the summer 
  • Concerns relating to Covid 19 and impact on travel habits have faded over time 
  • However, inflation is the first concern for travellers in all countries,
  • One third of travellers (Europe, N America, Australia) are willing to book cheaper accommodation or last minute deals however reducing the duration of their trip is the last thing they consider.
  • Sustainable travel habits are strong in intentions, but don’t translate into massive behaviour changes

See more in the report. 

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You Gov Research: Luxury Travel Post Pandemic 

You Gov Research: Luxury Travel Post Pandemic  | What Tourists Want | Scoop.it

This report gives insights on luxury travel post pandemic. Some of the insights include:.  

  • Like other global consumers, affluent travellers are spending more on travel. 
  • Passion for travel is particularly high among younger luxury travellers. 
  • Flexible working arrangements following the pandemic has  created opportunities for more blended trips - Bleisure Travel .  
  • Health and Wellness travel is now key motivator for affluent  consumers seeking to rejuvenate their mind and body in  health and wellness retreats.
  • Sustainability is also an important consideration for this group.  Conscious travel is high on the luxury list - staying in eco luxury accommodation or aligning with travel brands that support local communities and protect the planet.

See more in the full report. 

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American Express - 2023 Global Travel Trends Report 

American Express - 2023 Global Travel Trends Report  | What Tourists Want | Scoop.it

This report highlights four global trends inspiring people to travel this year: 

  • "The Rise of “Set-Jetting": popular movies, TV shows and social media are inspiring people to travel to places they see onscreen.
  • Delicious Destinations: people are choosing their next destination based on what they’ll eat.
  •  A Wellness Wave: Restorative vacations are on the rise as travellers prioritise self-care and mental and physical health
  • Traveling Off the Beaten Path: Travellers want to discover hidden gems and support the local community when they visit

The survey data is from travellers from the United States, Australia, Canada, Mexico, Japan, India and the United Kingdom.  

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The State of the American Traveller - March 2023 

The State of the American Traveller - March 2023  | What Tourists Want | Scoop.it

This recent survey gives insights into the American Travellers travel intention including intention to travel internationally and which destinations are top of the list. 

 

Slides on International travel are included.

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Fáilte Ireland Research - Winter Consumer Update 2022/23

Fáilte Ireland Research - Winter Consumer Update 2022/23 | What Tourists Want | Scoop.it

This Fáilte Ireland report takes a deep dive into domestic travel behaviour over the 2022 winter season for insights and to determine behaviours and motivations to help the industry for the summer season.   Some of the findings included: 

  • As the tourism sector recovered in 2022, supply and demand issues came to the fore.
  • Despite the pressures of the cost of living taking holidays was a high priority for Irish consumers.
  • City breaks were a key feature of winter travel destinations.
  • Events are a key component and were critical to increasing city visits during the winter period.
  • Supply issues and the risk of consumers substituting ROI breaks with overseas travel are a clear threat to domestic tourism this summer. Delivering on travel motivations and highlighting the quality experiences available and convenience of domestic travel will be key. 

See more in the report. 

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Fáilte Ireland Research: Travel Trends Britain (2007-2019)

Fáilte Ireland Research: Travel Trends Britain (2007-2019) | What Tourists Want | Scoop.it

This profile reflects a pre-Covid market place and reviews trend data for the British market from 2007 to 2019. Beginning in 2007 it tracks the recovery from the last recession up to 2019.

It also includes: 

 

  • The trend in British tourist numbers and revenue data 
  •  A closer look at British holidaymakers, as an important subset of tourists, and their characteristics and behaviour in pre-Covid times.

Click the image to see more.  

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Fáilte Ireland Research: Travel Trends US (2007-2019)

Fáilte Ireland Research: Travel Trends US (2007-2019) | What Tourists Want | Scoop.it

This profile reflects a pre-Covid market place and reviews trend data for the US market from 2007 to 2019. Beginning in 2007 it tracks the recovery from the last recession up to 2019.

It also includes: 

 

  • The trend in US tourist numbers and revenue data 
  •  A closer look at US holidaymakers, as an important subset of tourists, and their characteristics and behaviour in pre-Covid times.

Click the image to see more.  

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