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

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Fáilte Ireland: Covid-19 Business Supports Hub 

Fáilte Ireland: Covid-19 Business Supports Hub  | What Tourists Want | Scoop.it

In response to the COVID-19 crisis and the impact it is having on the tourism sector, we are targeting our business supports to respond to the most urgent challenges and threats tourism businesses are now facing.    

 
All of these supports can be accessed through our customised support hub which will be continuously updated as the COVID-19 pandemic evolves. 

 

Click on image above to see the range of supports available.

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ETC: Long-Haul Travel Barometer 2/2021

ETC: Long-Haul Travel Barometer 2/2021 | What Tourists Want | Scoop.it

The latest results of the ETC Long-Haul Travel Barometer which captures intention to travel to Europe show:  

 

  • News of easing restrictions boosts travellers’ hopes for summer 2021; however, overseas trips are not yet the preferred option for many
  • Coherence and transparency are crucial to restoring confidence in European travel as the EU announces welcome changes to border restrictions
  • July and August are the most popular months among travellers wishing to visit the region in summer 2021. 

 

The Long-Haul Travel Barometer provides forward-looking information about short-term travel trends among potential travellers from Brazil, China, Japan, Russia and the US in terms of travellers’ preferences, motivations and barriers related to travelling to and within Europe.

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GlobalWebIndex: Spotlight on Generation X 

GlobalWebIndex: Spotlight on Generation X  | What Tourists Want | Scoop.it
  • Generation X (37-55 years old) consist of individuals born between 1964 -1982.

 

  • This group are often disregarded in favour of marketing Millennial and Gen Z audiences,

 

  • This report looks more closely at Gen X, their online and offline habits, device preferences and social media consumption to help businesses get a better idea of who they are when targeting them. 

 

  • Read the short summary above or see more in the full report
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ETC: City Life Enthusiasts

ETC: City Life Enthusiasts | What Tourists Want | Scoop.it

City life enthusiasts are travellers inspired by urban experiences.

Activities  undertaken by this group are less immersive and happen over shorter time span.

 

In this research by the ETC, learn more about:  

  • Who they are
  • Their motivations to travel 
  • Factors influencing their choice of destination and more. 

 

Click on the image to see further details. 

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UNWTO/China Tourism Academy: Guidelines for Success in the Chinese Outbound Tourism Market

UNWTO/China Tourism Academy: Guidelines for Success in the Chinese Outbound Tourism Market | What Tourists Want | Scoop.it
This joint report from the China Tourism Academy and UNWTO  covers the following topics: 
 
  • The Chinese Outbound Market - an overview
  • Understanding Chinese Tourists
  • The Chinese Tourists Journey 
  • A Toolkit to Welcome Chinese Visitors 
  • Examples of Chinese ready destinations 
 
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ABTA: One in Three People Prioritise Wellness on Holiday 

ABTA: One in Three People Prioritise Wellness on Holiday  | What Tourists Want | Scoop.it
  • Research from ABTA reveals that people are increasingly incorporating wellness into their holiday, with one in three (34%) people planning to take part in activities focussed on improving their wellbeing. 
  • Holidaymakers who plan to do wellness activities will spend over four hours a day doing them
  • They plan to spend the most time away from tech 
  • More than two million people plan to take a wellness trip in the next 12 months 

Finding based on survey of UK adults. 

 

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Travelport Research: Global Digital Travel Research 2019 

Travelport Research: Global Digital Travel Research 2019  | What Tourists Want | Scoop.it

Technology is transforming so much of our daily lives, and travel is no exception, In this Global Digital Travel Research findings show that:   

 

  • Technology is simplifying the search for value, but trust is an issue
  • Travellers want more control and transparency when it comes to personalization

  • Demand is continuing to rise for technologies that make travel easier to manage

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STR Research: Consumer Travel Insights - Traveller Journey Overview

STR Research: Consumer Travel Insights - Traveller Journey Overview | What Tourists Want | Scoop.it

STR takes a deep dive into the traveller journey.

 

Based on independent primary research (online survey) conducted in 2018, they examined each stage of this journey:

  • planning & motivations,
  • booking,
  • budgeting
  • activities. 

 

Click on the image to see the full report. 

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ETC Research: South East Asian Outbound Travel Market Profile 

ETC Research: South East Asian Outbound Travel Market Profile  | What Tourists Want | Scoop.it

This ETC study investigates the potential of four lesser known  outbound markets in the South-East Asian region: Indonesia, Thailand, Malaysia and Singapore.  

 

Europe is the 2nd most visited region after Asia for these markets and this infographic presents insights shedding light on specific target groups that present a suitable fit to Europe as a tourism destination.     

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Scooped by Fáilte Focus

Booking.com Research: Gen-Z Unpacked 

Booking.com Research: Gen-Z Unpacked  | What Tourists Want | Scoop.it

This Booking,com study looks at the wants and needs of Gen Z travellers, the research found that this generation: 

  • know what they want and already have a bucket list
  • is ready to travel solo
  • prioiritises travel over material possessions
  • are aware of the impact their travel has on the environment 
  • are social snappers 
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IPOS/Europ Assistance Research: Holiday Barometer Europeans & Americans 

IPOS/Europ Assistance Research: Holiday Barometer Europeans & Americans  | What Tourists Want | Scoop.it

This annual Barometer focuses on European and American holidays plans in 2019;

  • Budgets are increasing in Europe but decreasing in the United States and Brazil.
  • Millennials and senior holidaymakers behave quite differently when it comes to holidays (anticipation, choice, activities…).
  • There is a growing trend towards nature in Europe, with an increasing share of holidaymakers attracted to the mountains and the countryside.

See more in the full presentation above. 

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Expedia Research: Chinese Multi-Generational Travel Trends 

Expedia Research: Chinese Multi-Generational Travel Trends  | What Tourists Want | Scoop.it

This research by Expedia focuses on multi-generational travel habits across travellers.

Generation Z, Millennials, Generation X, and Baby Boomers show similarities and differences when it comes to how they travel, travel attitudes, and what influences their decisions.

View this study to learn: 

  • Latest Chinese travel trends
  • What types of content are the most influential
  • Preferred types of vacations by generation
  • Preferred method of travel
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Expedia: American Multi-Generational Travel Trends

Here's a look at some of the characteristics of different generations of American travellers: 

 

  • Gen Z - open minded, opt for off the beaten track destinations, on a budget but invest in travel, most likely to travel internationally
  • Millennials - More than half are using OTAs to book travel,   Ads can be influential especially featuring appealing deals    or imagery and informative content
  • Gen X  -  Travel less frequently but will spend more on hotels, prefer relaxing trips, sightseeing vacations, and visiting family. Will look for deals and read travel reviews before making a decision, 
  • Boomers - know where they want to go and how to get there, not as budget focused, focused on visiting family but also like to visit museums, historical sites, arts and cultural events. 
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Fáíte Ireland/NISRA Research: Island of Ireland Residents Travel Profile 2019 

Fáíte Ireland/NISRA Research: Island of Ireland Residents Travel Profile 2019  | What Tourists Want | Scoop.it

COVID-19 has had a catastrophic impact on the tourism industry. The Republic of Ireland (ROI) and Northern Ireland
(NI) markets will be critical for the recovery of the sector. This profile outlines the key travel characteristics of Island of
Ireland (IOI) residents in 2019, which will help you maximise the potential of these markets as restrictions ease. 

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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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STR Insights: Sustainable Travel and the Impact of Climate Change on Tourist Perceptions

STR Insights: Sustainable Travel and the Impact of Climate Change on Tourist Perceptions | What Tourists Want | Scoop.it

What do travellers think about Sustainable Travel?

 

  • STR’s surveyed more than 1,000 active travellers globally in January 2020 and evaluated their thoughts and behaviours towards sustainability in the tourism industry.

 

See the results here.

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Deloitte: The Next-Gen Hotel Guest Experience 

Deloitte: The Next-Gen Hotel Guest Experience  | What Tourists Want | Scoop.it
  • The principle of knowing guests is and has always been, at the core of understanding and delivering an exceptional hotel guest experience.

 

  • However, today's consumers want—and expect—much more from their Hotel stay. Hoteliers need to tune into consumer needs to drive loyalty and increase repeat business.

 

Deloitte's (US) hotel guest experience (GX) report taps into how data-driven strategies can meet new consumer needs. Read more in this article.

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Expedia: Global Traveller Expectations

Expedia: Global Traveller Expectations | What Tourists Want | Scoop.it

Travellers the world over have growing expectations at every stage of the customer journey.  This study by Expedia of 25,000 global travellers looks at what travellers are looking for at the Booking, Payment and Customer Service stages. 

 

View the report for key takeaways and reccommendations on how to deliver on what travellers really want.  

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GuestRevu: Embracing Solo Travellers

GuestRevu: Embracing Solo Travellers | What Tourists Want | Scoop.it

With some accommodation providers reporting increases in Solo Traveller bookings, it’s clear that solo travel is a trend not to be ignored.

This review looks at: 

  • why travellers are venturing out alone
  • what they look for from accommodation &
  • what hotels can do to get their solo offerings right.
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Scooped by Fáilte Focus

Fáilte Ireland Research: Domestic Holiday Monitor (2018)

Fáilte Ireland Research: Domestic Holiday Monitor (2018) | What Tourists Want | Scoop.it

Find out when Irish residents plan and book their domestic holiday, what they do on holiday and what they think are the advantages and disadvantages of holidaying at home.

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EHG Research: Caravanning Cultures in Europe 

EHG Research: Caravanning Cultures in Europe  | What Tourists Want | Scoop.it

What are the similarities and differences between Europe’s camping nations?  What is most important when choosing a campsite? Is is location,  facilities or activities available? 

 

EHG surveyed over 3,800 campers from nine countries in the spring of 2018 in an online survey,

 

Both caravanners and campers who travel with a motorhome were questionned.   Click the image to see the results of the survey and the link below for more detail.  

  Caravanning Cultures Research

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Fáilte Ireland Research: GB Market Profile 

Fáilte Ireland Research: GB Market Profile  | What Tourists Want | Scoop.it

GB Travel Profile: The British are the most likely holidaymakers to return 60%; followed by the French 39% and German 32%. and Americans 20% (due to distance) 

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GlobalWebIndex: Millennials 

GlobalWebIndex: Millennials  | What Tourists Want | Scoop.it

This research examines the attitudes and digital behaviors of internet users aged 23-36, findings include:

  • Millennials are not a uniform consumer segment. 
  • Although millennials are mobile-first, a multi-device strategy is needed for full engagement. 
  • Social networks are key to the purchase journey but not yet the purchase transaction. 
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GlobalWebIndex: Global Trends Among Gen Z 

GlobalWebIndex: Global Trends Among Gen Z  | What Tourists Want | Scoop.it

spotlight is on 'Generation Z' looking at their attitudes and lifestyles, media consumption, purchasing and device behaviours. 

  

Key Insights include: 

  • The need for acceptance and belonging to a community are key 
  • They are considered the first true digital natives
  • Smartphones are central to their lives spending 4 hours & 15 minutes per day on average on their mobile by the end of 2018
  • Streaming media provides the type of entertainment content that Gen Zs have grown accustomed to tailored to their tastes, schedules, and attention spans
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Fáilte Ireland Research: German Holidaymakers Marketing Guide

Fáilte Ireland Research: German Holidaymakers Marketing Guide | What Tourists Want | Scoop.it

The German market is attracted to coastal areas, cliffs, and rocky seascapes that are not available at home. They like to explore and engage with scenery in an active way however activity by itself
is not enough. Soaking up the atmosphere of an authentic
culture is equally important.

 

Read more about how to position your experience and target the German market.

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