EUROPE TRAVEL REPORT ADOBE DIGITAL INDEX

Transcription

1 EUROPE TRAVEL REPORT ADOBE DIGITAL INDEX

2 Table of contents 03 Key insights 04 European travel spend to grow 6.8% this year, totaling nearly 67B 05 European consumers save more on flights within the EU 06 Booking hotels in advance can also save consumers money 07 Regardless of price, Europeans prefer popular country destinations 08 Bargain hunters should look to the Baltic States, Poland and Ireland 11 Methodology 12 Glossary 09 Best European Destinations for last minute travelers 10 Buckingham Palace is the top attraction among popular European destinations 2

3 Key insights European summer holiday look to spend 6.8% YoY, totaling 67B primarily due to channel switching. Plan to book in the sweet spot for hotels and flights (European and Outside Europe). While European travelers remain focused on popular destinations within Europe, they will find better bargains in the Baltic states, Poland and Ireland. Taj Mahal and The Statue of Liberty are the top mentioned travel landmarks by Europeans, but come at a price. 3

4 European travel spend to grow 6.8% this year, totaling nearly 67B Summer Online Travel bookings for flights and hotels are expected to grow 6.8%, totaling nearly 67B. Europe s spend is growing faster than US spend (6.8% vs. 5.5%, respectively), albeit off a smaller base. 4

5 European consumers save more on flights within the EU It s better to book flights earlier, especially if you re traveling in the EU. Overall EU flights offer better discounts than Outside Europe, but costs increase more as the departure date nears. Flight costs rise an average of 27% seven days in advance of departure date for both EU and Outside Europe flights. 5

6 Booking hotels in advance can also save consumers money Hotels should be booked early to ensure travel plans are finalized, then revisited as arrival dates near (pending a hotel cancellation policy.) European consumers can check hotel prices days before arrival to check for any price decreases. 6

7 Regardless of price, Europeans prefer popular country destinations Europeans book popular destinations 8.3x more often than cheaper alternatives. Consumers will pay an average premium between 17-24% depending on the hotel country. *Cheapest alternative required at least 100k bookings 7

8 Bargain hunters should look to the Baltic States, Poland and Ireland In terms of cheapest air fare, German travelers get the best bargain: average flight price to the cheapest destination. Those in the UK see the highest average cost when compared to other countries, paying an average of to their cheapest destination. 8

9 Best European Destinations for last minute travelers Considering a last minute getaway? Italy and Spain have the lowest premiums for last minute travel (19% and 23%, respectively.) Germany and Norway have the highest premiums (55% Germany) and (49% Nordics.) 9

10 Buckingham Palace is the top attraction among popular European destinations The Taj Mahal and Statue of Liberty, both international destinations, are popular but among the most expensive. For those looking to visit popular destinations, Louvre, Eiffel Tower and Tower Bridge may be better bargains. 10

11 Methodology Based on analysis of aggregated and anonymous data. 4+ billion visits to major European (Eastern and Western) hotel sites and travel sites between January 2015-March 2016, flight origin and destinations in Europe. 28M+ million engagements between January 2016-April 2016 (mentions, likes, shares, official page likes and followers.) Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on an aggregate total. Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries (UK, France, Germany, Sweden, and the Netherlands). Visit our website: adobe.ly/digitalindex Read our blog: adobe.ly/digitalindex Follow Ask a question or make a suggestion: digindex@adobe.com 2015 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. 11

12 Glossary Summer Travel Spend: Online travel bookings for June, July and August. Europe Flight: Origin and destination within European countries. Outside Europe: Origin within Europe and destination outside of European Countries. Hotel Price: Average price of a room per night. Flight Price: Average price of a flight to a destination. Cost Per KM: Average price of a flight / average distance of the flight. Social Mention: A mention on a social site (ie Twitter, Instagram, blogs, forums etc). Average Premium: Average price of hotels (cities)/ base hotel city (hotel city with at least 100k bookings in a year). 12