European travellers confident about spending power

Europeans are assured about their journey spending energy in 2024 regardless of the continuing value of residing stress throughout the continent, in keeping with a brand new report from Accor.

The report, primarily based on analysis¹ carried out amongst 8,000 travellers from throughout seven European international locations, reveals that over half (54%) consider they’ll have extra money to spend on journey in 2024 than they did in 2023, in comparison with simply 11% who say they’ll have much less to spend.

These in Poland had been essentially the most assured about their journey spending energy this yr in comparison with final, with 64% anticipating an elevated price range in comparison with simply 7% anticipating a lower. These in Germany had been the second most assured (61% versus 13%), and even in Italy, the least assured of the seven nations, there have been virtually 4 instances as many travellers anticipating elevated budgets (44%) as these anticipating decreased budgets (12%).

The variety of abroad leisure journeys folks count on to take is barely up over the quantity they took final yr, and worldwide “workation” or “bleisure” journeys – that’s, journeys that mix each enterprise and leisure – will even see a rise. With working patterns more and more versatile and employers ever-more keen to allow better latitude round their staff’ work journeys, a noteworthy one in 5 European travellers (19%) expects to take no less than one journey combining work and play in 2024.

The hotspots of southern Europe are nonetheless prime of the listing for European travellers, with one in 4 (23%) planning a visit to Spain this yr, adopted by Italy (18%), France (16%), Portugal and Greece (13%). Exterior of Europe, 16% of European travellers intend to make a journey to North or Central America this yr, with the identical proportion planning a visit to Asia.

Value pressures regardless of confidence

Whereas spending extra general, funds aren’t removed from shoppers’ ideas – with the overwhelming majority (87%) taking measures to cut back prices the place they will because of inflation and a heightened value of residing. From choosing extra inexpensive lodging (27%) to lowering their spending cash (27%), cost-saving measures might form journey choices within the yr forward.

Local weather consciousness

 Seven in ten travellers (71%) say sustainability is vital to their journey selections. Of the European international locations sampled, travellers in Italy are essentially the most targeted on inexperienced journey, with 82% claiming that having sustainable choices is vital to their decision-making course of. That is adopted by Spain (78%) and Poland (77%), with British travellers lagging behind (61%).

Three in 4 travellers (77%) say local weather issues can have an precise influence on their journey or reserving behaviour. Actions folks will take embrace travelling much less often (11%); flying much less (14%); and actively looking for sustainable lodging suppliers or tour operators (10%).

Nevertheless, regardless of their good intentions, travellers acknowledge that there are obstacles stopping them from making sustainable journey decisions, together with conflicting value pressures, cited by 38% of respondents, and a perceived ignorance (23%).

Longer peak season

Local weather change can also be partially contributing to a different development; peak season avoidance. One in three respondents throughout Europe (32%) say they’ll purposefully take a vacation exterior peak season to cut back prices; whereas one in 5 (19%) expects to take action to keep away from the chance of warmth waves, reminiscent of these seen final summer season in southern Europe.

Some heat climate locations might even see an extended tourism season because of this, with some tour operators already providing holidays in hotter locations.

Spheres of affect

Travellers take suggestions from family and friends first round the place to go on vacation, with 35% saying their suggestions affect their vacation plans, adopted by 29% who’re swayed by on-line opinions on websites reminiscent of TripAdvisor or lodge web sites.

Loyalty additionally counts. Trusted operators and types are important to folks’s decisions, with 17% citing them as an vital issue. Being a member of the loyalty programme of a specific lodging supplier or tour operator can also be essential for six% of respondents.

One in six (16%) are influenced by locations they’ve seen on TV programmes or films. “Set-jetting”, the development for holidays to TV present or film filming places, has been popularised with influxes of holiday makers to landscapes made well-known by exhibits reminiscent of The White Lotus and Recreation of Thrones. Some journey corporations have even created TV-inspired itineraries and experiences to seize the curiosity.

Some 12% of respondents are influenced by locations they’ve seen on social media – the identical as those that are influenced by recommendation from a journey agent.

Lodge heaven

Motels dominate as the most well-liked kind of vacation lodging for European travellers, with two-thirds (65%) planning to check-in in 2024. With regards to selecting a lodge, value and placement are understandably a very powerful elements. Nevertheless, travellers are additionally drawn to lodges that provide nice in-person service, with 21% citing it as a key issue when reserving a keep. Different reserving drivers embrace nice food and drinks (37%), nice ambiance (17%) and embracing the native vacation spot (11%).

Different insights and traits revealed within the report embrace:

• Solo travellers:17% of European travellers will go on a solo journey in 2024.
• Pets:9% of holidaymakers plan to take their pets away with them.
• A deeper connection:36% of respondents say you will need to be immersed within the native cultures and communities that they go to on vacation and 13% must really feel they’re making a constructive contribution to the vacation spot.
• Recharging the physique and soul:relaxation and leisure is a very powerful factor a couple of vacation to 44% of travellers, and 15% are at the moment in want of a break as a result of they’ve an uneven work-life steadiness. 36% say you will need to select a visit that enables them to take care of their bodily and psychological wellbeing and depart their stresses behind.
• Concert events, competitions and carnivals:9% of travellers will make a journey primarily based round food and drinks reminiscent of wine tasting or a meals pageant; 9% round a music occasion reminiscent of a live performance – just like the Taylor Swift impact that’s boosting hospitality throughout the globe; and 6% will make a journey primarily based round a sports activities occasion, with the Paris 2024 Olympics & Paralympics prime of the invoice as the main sporting attraction of the yr.
• Roads, railways and waterways:19% plan to take a highway journey, 9% a ship journey or cruise and three% a luxurious rail journey this yr.

Patrick Mendes, CEO, Premium, Midscale & Financial system, Accor Europe & North Africa, stated: “Regardless of ongoing macro-economic and geopolitical challenges, 2024 appears set to be a robust yr for European journey as shoppers prioritise it above different types of discretionary spend. This report reinforces a number of overarching themes, none extra vital than the local weather disaster. Shoppers care about how journey companies are addressing sustainability points, and this may solely develop into extra vital to their journey decisions over time.

“The research highlights different essential long-term traits. Shopper give attention to wellness is right here to remain. Bleisure is right here to remain. Journey companies should have a method to cater to those evolving wants, seize this vital demand and keep forward of the competitors.”