Affordability has become an important factor for travellers, with 32% of respondents stating that they will choose their next European holiday destination based on the cost of experiences offered there.
GLOAs summer approaches, more than half of the respondents from China, Brazil, Australia, Canada, and the US are optimistic about traveling abroad. Among them, Europe remains a popular choice for long-distance trips between May and August 2023. Nearly half of those planning to visit Europe have been there before, indicating that the region has a positive reputation and is successful in satisfying travelers and enticing them to return.
However, affordability has become an important factor for travelers, with 32% of respondents stating that they will choose their next European holiday destination based on the cost of experiences offered there.
These findings come from the Long-Haul Travel Barometer (LHTB) 2/2023, recently published by the European Travel Commission (ETC) and Eurail BV. The LHTB measures the intention of travelers from major overseas markets to travel long-distance, specifically to Europe. The latest report covers the period from May to August 2023 and is based on a substantial sample size of 1000 respondents per market, representative of the travel population in each country.
Miguel Sanz, President of ETC, commented on the publication of the LHTB 2/2023, saying, “It is encouraging to see long-haul markets slowly but surely recovering, with China finally open to the world. However, Europe must be mindful of other challenges we face in the industry, such as inflation and the cost of living. As we can see from this research, affordability has become a key concern for travelers planning to visit Europe. At the same time, we should not overlook our commitments to sustainability. It should be a top priority for European destinations and businesses to inform travelers about more responsible travel choices in Europe.”
Chinese and Brazilian travelers show the highest interest in a European holiday this summer. In China, 73% of respondents expressed a desire to visit the region, reminiscent of pre-pandemic times in early 2020. Of these travelers, around 52% were highly certain of realizing their plans. In Brazil, 52% of respondents stated their intention to visit Europe in the coming months, with 32% expressing a strong likelihood.
In Australia, Canada, and the United States, travel sentiment is relatively similar, with 38%, 37%, and 36% of respondents, respectively, planning to visit Europe between May and August 2023. The positive sentiment is primarily driven by people under the age of 50.
Japan shows the lowest travel intent, with only 26% of surveyed respondents planning to travel outside of East Asia, and only 15% of them intending to travel to Europe.
The importance of finding cheaper options has increased for travelers when considering European destinations. The cost of local tourism products and services has gained 10% more significance compared to the summers of 2021 and 2022. The top three criteria for destination selection now include perceived safety (39%), tourism facilities (35%), and affordability of travel services (32%).
To save money, travelers are reducing shopping expenses (37%) as their top budgeting strategy. They are also opting for all-inclusive packages (30%), utilizing loyalty programs and booking cheaper accommodations (both 30%), as well as dining at less expensive restaurants or choosing self-catering options (26%).
Weather conditions have gained prominence in destination selection. The presence of internationally renowned landmarks (29%) is equally important as favorable weather conditions at the destination (30%). This suggests that travelers are increasingly aware of the impact extreme weather conditions can have on their experiences.
The survey also revealed that 21% of respondents prioritize destinations that preserve their natural and cultural heritage, reflecting a growing focus on sustainability. However, only 15% consider visiting less crowded destinations as important, indicating a somewhat conflicting viewpoint.
Access report here.
