2016 Europe Travel Trends Report

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1 2016 Europe Travel Trends Report

2 One-third of worldwide travellers report1 they ll spend more on travel in 2016 than the year previous. Of those big spenders, Europeans dominate the list, with Switzerland, the United Kingdom, Austria, Germany, and France all making the top 10. For any brand looking to reach European travellers as they search and book a trip, or spend while in-destination, these insights are intended to inform the targeting strategies and campaign activities to reach the right audience at the right moment when they re ready to engage. Our report looks at more than one billion travel intent signals from January 2015 through June 2016 in order to understand the behaviour of European travellers, including: Most popular travel spots and shifts in popularity; Top emerging and declining markets; Travel planning and search behaviour by country; and Average trip duration across Europe. Read on to understand the latest European travel trends and plan your most effective marketing campaigns yet. 1 TripAdvisor s TripBarometer: Travel Trends

3 Europe Timing: Trip Duration Search European travellers are highly diverse, and individual countries demonstrate significant variability in their travel planning behaviour. This is evident from looking at their trip duration. TRIP DURATION SEARCHED BY COUNTRY For example, people in Greece search for travel lasting an average of 5.4 days. In the Netherlands, travel planners look for longer-than-average trips, at just over a week, 8.7 days. Hotel marketers might consider tailoring upsell offers around trip duration propensity by country a 6th night free deal might go further when targeted to Greek travellers vs. those coming from the Netherlands. AVERAGE TRIP DURATION 7 days Rank Who searches for the shortest trips? Who searches for the longest trips? 1 Monaco Armenia 2 Guernsey Netherlands 3 Isle of Man Russia 4 Faroe Islands Germany 5 Greece Belarus For full list, see Appendix 3

4 Europe Timing: Lead Times Search Placing ads in front of in-market travellers requires you to first know how far in advance they re looking. The average planning lead time for Europe as a whole is 73 days. LEAD TIME SEARCHED BY COUNTRY However, it s not enough to plan campaigns around the continental average. If your marketing campaigns target this average alone, you d miss some audiences and be too early to effectively reach others. Lead times in Germany and France differ by nearly two weeks. The fact is that Germans are one of Europe s earliest travel planners with a lead time of 80 days. France has a shorter pre-travel planning time of 67 days. These differences demonstrate that marketers looking to reach European travellers with the right message at the right time should work with data-driven partners who can accurately target based on planning behaviours compared with the actual date of travel. AVERAGE LEAD TIME 73 days Rank Who searches the earliest? Who searches the latest? 1 Ireland Kosovo 2 United Kingdom Azerbaijan 3 Iceland Albania 4 Faroe Islands Montenegro 5 Germany Armenia For full list, see Appendix 4

5 Popular Searched Destinations for Europe: 2015 to 2016 TOP DESTINATIONS FOR EUROPE TRAVELLERS 2015 TO 2016 TOP EMERGING AND DECLINING MARKETS 2015 TO 2016 Rank y/y Top 20 Bottom 20 1 Spain Spain - Sri Lanka 79% Bulgaria 9% 2 Italy Italy - 3 Germany United States 4 United States Germany 5 France France - 6 United Kingdom United Kingdom - 7 Greece Greece - 8 Portugal Portugal - 9 Austria Thailand 10 Thailand Austria 11 Turkey Morocco 12 Morocco Netherlands 13 Netherlands Turkey 14 Switzerland Switzerland - 15 Russia Canada Iceland New Zealand Indonesia Tanzania South Africa Malaysia Philippines Cuba Croatia Mauritius Thailand Norway Vietnam 72% 71% 71% 63% 53% 48% 47% 46% 45% 45% 42% 37% 37% Spain Czech Republic Lebanon Poland Tunisia Italy Romania Hong Kong Argentina Moldova Cyprus Costa Rica Ukraine 9% 7% 6% 6% 5% 5% 4% 4% -1% -1% -1% -5% -6% 16 Romania Romania - 17 Poland Ireland 18 Canada Poland 19 Ireland Sweden 20 Sweden Croatia +2 Australia Switzerland Portugal Canada Denmark 37% 36% 33% 32% 31% Russia Albania Belgium Ecuador Egypt -7% -9% -16% -16% -18% South Korea 29% Turkey -24% European travel to major tourist destinations in Spain, Italy, the UK, Greece, and Portugal remain strong. The US and Canada are both top destinations that have seen an incremental lift in 2016 with strong economies and ties to Europe, they re growing in popularity. Given the economic and political unrest in Russia, Turkey, and Egypt, it s no surprise to see declining interest for Europeans. In the meantime, warm-weather destinations like Sri Lanka, Indonesia, Croatia, and New Zealand are picking up travellers. 5

6 Conclusion The vast majority (93%) of European travel occurs intra-regionally. Yet, political and economic factors, as well as changing tastes of Europeans all impact how they plan travel. For example, even with the UK s Leave result on 23 June and the falling value of the Pound, we have not seen a drastic change in UK outbound travel intent. However, emerging markets, like Iceland and their creative stopover campaigns, are showing an increase in European travellers. Armed with these insights, you can navigate changing travel behaviours and plan your travel marketing campaigns with greater efficiency and effectiveness. NEED MORE TRAVEL INSIGHTS? Sign Me Up 6

7 Appendix AVERAGE TRIP DURATION IN DAYS AVERAGE LEAD TIME IN DAYS Country Trip Duration Country Trip Duration Country Lead Time Country Lead Time Armenia 9.1 Bulgaria 7.0 Ireland 87 Portugal 67 Netherlands 8.7 United Kingdom 7.0 United Kingdom 86 Gibraltar 66 Russia 8.6 Albania 6.9 Iceland 86 Spain 65 Germany 8.6 Lithuania 6.9 Faroe Islands 84 Sweden 64 Belarus 8.6 Hungary 6.9 Germany 80 Italy 64 Luxembourg 8.2 Macedonia 6.9 Finland 78 Romania 64 Serbia 8.2 Portugal 6.9 Estonia 77 Bulgaria 63 Norway 8.1 Poland 6.8 Netherlands 76 Guernsey 62 Slovenia 8.1 Croatia 6.5 Norway 75 Russia 62 Azerbaijan 8.0 Montenegro 6.5 Latvia 75 Slovakia 60 Moldova 8.0 Romania 6.5 Hungary 74 Greece 60 Ukraine 7.9 Iceland 6.4 Malta 74 Serbia 58 Belgium 7.9 Italy 6.3 Belgium 73 Belarus 55 Georgia 7.8 Spain 6.3 Luxembourg 72 Monaco 54 Finland 7.8 Malta 6.3 Czech Republic 71 Ukraine 53 Czech Republic 7.8 Cyprus 6.1 Austria 71 Georgia 51 France 7.8 Gibraltar 5.8 Lithuania 70 Moldova 50 Sweden 7.7 Denmark 7.6 Estonia 7.6 Kosovo 7.5 Austria 7.5 Switzerland 7.4 Ireland 7.1 Latvia 7.1 Jersey 5.7 Slovakia 5.5 Greece 5.4 Faroe Islands 5.4 Isle of Man 5.2 Guernsey 4.7 Monaco 4.7 Jersey 70 Poland 70 Slovenia 70 Denmark 69 Croatia 69 Switzerland 69 Cyprus 67 Isle of Man 67 Bosnia and Herzegovina 50 Macedonia 50 Armenia 48 Montenegro 45 Albania 42 Azerbaijan 41 Kosovo 40 Bosnia and Herzegovina 7.1 France 67 7

8 Sojern is the travel industry s leading performance marketing engine. Through Sojern s Traveller Platform and billions of traveller intent data signals across online and mobile channels, we put more heads in beds, travellers in seats, and tourists in towns for our clients worldwide. Sojern s reports are based on the rigorous analysis of more than a billion traveller intent data points, obtained through Sojern s unique partnerships with some of the world s most renowned travel brands. The insights available through this analysis enable brands to deliver the right messages to the right traveller at the right time through display, video, mobile, and social advertising. For more travel insights, see our resource center. 8

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