According to the latest Consumer Travel Report fom PhocusWright, the highly prestigious marketing and research company, the preference for travelling on or off the beaten path is highly subjective, and varies considerably from residents of one country to the next.
The essence of travel planning involves consumers deciding where to go, what to do, and where to stay on their holiday. Faced with these fundamental choices, many travellers prefer to build their trips around well-established destinations, accommodations, and attractions. Others like to go off the beaten path, and tend to avoid the most popular and better known options.
In France, 64% of travellers prefer to go off the beaten path, compared to 48% of German travellers, and just 41% of U.K. travellers. French travellers’ clear preference for avoiding well-trodden destinations, accommodations, and activities has implications for travel companies, who may be more successful offering intimate, unique, and uncrowded travel experiences.
Similarly, chains and large hotels would do well to showcase the individuality of their properties to French travellers, rather than elements that flaunt their size and scale. In contrast, qualities like consistency and popularity may appeal more to U.K. travellers, who often appreciate the wisdom of the crowd.
Read the original report on PhoCusWright here
European OnLine Travel Penetration
An earlier report outlined the differing European Online Travel Penetration, an ever increasingly important sector of the Travel Market. How many of us now go on line to look for bargains, compare destinations, check out reports on Trip Advisor. PhocusWright provided the answer for all Travel Organisors and Travel Orientated business, including Hotels with an on-line presence.
The U.K., France and Germany contributed just over two thirds (67%) of the total European online leisure and unmanaged business market in 2008. The U.K. continues to represent less and less of the total European market as other countries catch up in online adoption. By 2011, the U.K. is expected to represent 26% of the European market, down from 31% in 2008. This drop is driven partly by the pound’s currency devaluation and partly by actual market trends. France’s share is expected to remain flat at 19%. Germany, in contrast, is expected to increase its portion of the online market from 17% in 2008 to 20% in 2011.
Scandinavia—which includes the combined travel markets of Denmark, Norway and Sweden—ranks sixth in terms of travel spend in the European marketplace. However, Scandinavia represents a disproportionately significant share of Europe’s online travel bookings. In 2008 Scandinavia’s online penetration reached 45%, beating out the U.K. as the highest in Europe. In 2008, the region fared better than most other key markets across Europe—only Germany had similar growth.
Read the original on PhocusWright here