1、 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 1 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery Winter 2022 A report produ

2、ced for the European Travel Commission by Silverlining Research Brussels,December 2022 ETC Market Intelligence Report STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 Copyright 2022 European Travel Commission EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPE

3、CTATIONS TO DRIVE TOURISM RECOVERY WINTER 2022 All rights reserved.The contents of this report may be quoted,provided the source is given accurately and clearly.Distribution or reproduction in full is permitted for own or internal use only.While we encourage distribution via publicly accessible webs

4、ites,this should be done via a link to ETCs corporate website(www.etc-corporate.org),referring visitors to the Research/Trends Watch section.The designations employed and the presentation of material in this publication do not imply the expression of any opinions whatsoever on the part of the Execut

5、ive Unit of the European Travel Commission.Data sources:This report includes data from 46 in-depth interviews conducted with international travellers and non-international travellers across seven key markets,as well as 3 in-depth interviews with industry experts.Published by the European Travel Comm

6、ission Rue du March aux Herbes,61,1000 Brussels,Belgium Website:www.etc-corporate.org Email: This report was compiled and edited by:Silverlining Research ISBN No:978-92-95107-64-9 Cover:Top view of Neumarkt square in Dresden,Germany Image ID:202055722 Copyright:Shutterstock/Joyfull STUDY ON EXPLORIN

7、G CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 4 FOREWORD The COVID-19 outbreak in early 2020 brought tourisms decade-long boom to a standstill.Worldwide tourism declined by 73%in 2020 compared to the previous year,while Europe saw a decline of 68%over the same period

8、.In 2021,the European tourism economy was bouncing back from the severe impacts of the Covid-19 pandemic supported by increased vaccination rates and the EU Digital COVID Certificate,which enabled the easing of travel restrictions and the reopening of tourism destinations.The year 2022 was the year

9、of tourism recovery.European tourism experienced a strong rebound over the summer months of 2022 as the lifting of COVID-19 travel restrictions allowed people to pursue their desire to travel again.However,the recovery of European travel demand throughout the summer of 2022 was not without its pitfa

10、lls,as concerns of overcrowding resurfaced and labour shortages hit the sector.New challenges are on the horizon,arising from the energy crisis driven by the war in Ukraine,soaring inflation across Europe and a sluggish economic environment;although,their effects on travel seem less severe than thos

11、e caused by the pandemic.Rather than stopping people from travelling altogether,these challenges will shape travel patterns and consumer spending behaviour.For destinations to be well prepared in an evolving travel landscape,it has become fundamental to identify trends and behavioural changes relate

12、d to travel in a timely manner.Such analysis will not only inform better strategic tourism decision-making and planning,but will also support destinations in their efforts to build a more resilient and sustainable tourism ecosystem for the benefit of all.To this end,the European Travel Commission(ET

13、C)launched the Study on Consumer Travel Attitudes and Expectations.This report comprises the second part of a two-phased study,aimed at providing NTOs and DMOs with an understanding of consumer travel behaviour and experiences,and helping identify opportunities towards the future.The second phase co

14、vers travellers behaviour and experiences during the summer of 2022;the lasting effects of the COVID-19 pandemic,challenges such as inflation,and the Russia-Ukraine war;as well as travellers short-and long-term expectations and desires with regard to European destinations.ETC trusts that this report

15、 will provide guidance to its member countries and that results will help outline a path towards resilient and competitive destinations.Lus Arajo President,European Travel Commission(ETC)STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 5 ACKNOWLEDGEMENT

16、S This study was prepared by Bjarke Bgeskov,Terje Vammen and Kristian Rasmussen from Silverlining Research for the European Travel Commission(ETC).ETC would like to place on record its gratitude to the team of Silverlining Research for their creativity,commitment,and professionalism.This report form

17、s part of ETCs ongoing Market Intelligence Programme and was carried out under the supervision of Marieke Politiek(The Netherlands Board of Tourism&Conventions),Srgio Guerreiro(Turismo de Portugal),Jennifer Iduh(ETC Executive Unit),Lyublena Dimova(ETC Executive Unit)James Arnold(ETC Executive Unit),

18、and Menno van IJssel(ETC Executive Unit)on behalf of ETCs Market Intelligence Group(MIG).We thank them for their input and dedication to this project.Lastly,ETC would like to thank Christina Russe from The European Travel Agents and Tour Operators Association(ECTAA),Rachel Read from the European Tou

19、rism Association(ETOA),and a contributing expert from Expedia Group Media Solutions,for providing their valuable expert insights for this report.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 TABLE OF CONTENTS EXECUTIVE SUMMARY.7 INTRODUCTION.8 METHOD

20、OLOGY.9 1.TRAVEL BEHAVIOUR DURING THE SUMMER OF 2022.12 1.1 THE CHOICE OF TRAVELLING ABROAD.12 1.2 THE PLANNING PROCESS FOR THE SUMMER HOLIDAYS.15 2.TRAVEL EXPERIENCES DURING THE SUMMER OF 2022.21 2.1 THE EXPERIENCE AT THE DESTINATION.21 2.2 SUGGESTIONS FOR IMPROVEMENTS.24 3.LASTING EFFECTS OF THE C

21、OVID-19 PANDEMIC.27 3.1 CHANGES IN BEHAVIOUR WHEN TRAVELLING DUE TO COVID-19.27 3.2 HABITS DERIVED FROM THE PANDEMIC TO REMAIN IN THE FUTURE.29 4.INSTABILITY WITHIN EUROPE AND ITS EFFECTS ON TRAVEL TO AND WITHIN THE.34 4.1 LABOUR SHORTAGES.34 4.2 INFLATION.36 4.3 ATTITUDES TOWARDS TRAVEL TO EUROPEAN

22、 DESTINATIONS.40 5.FUTURE EXPECTATIONS AND DESIRES FOR EUROPEAN TRAVEL DESTINATIONS.46 5.1 KEY FEATURES WHEN CHOOSING THE NEXT DESTINATION.47 5.2 THE FUTURE OF TOURISM IN EUROPE.48 5.3 IMPACTS OF CLIMATE CHANGE.49 5.4 TOURISM PRODUCTS AND SERVICES.50 6.CONCLUSIONS AND STRATEGIC RECOMMENDATIONS.56 AP

23、PENDIX.60 A.SEGMENT PROFILES.60 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 7 EXECUTIVE SUMMARY STAFF SHORTAGES ONLY HAD A MINOR IMPACT ON TOURISTS SATISFACTION WITH THEIR SUMMER HOLIDAYS 94%of the respondents were satisfied or very satisfied with

24、their holiday in the summer of 2022,despite 54%being affected by labour shortages,particularly at airports,with airlines,or at restaurants.Only a few interviewees feel that their trust in the companies has been affected,while most express an understanding of the problems faced in the tourism sector.

25、THE PERCEPTIONS OF EUROPE AS A TOURISM DESTINATION ARE POSITIVE 91%of the interviewees have positive perceptions of Europe as a tourism destination.Interviewees appreciate the myriad of cultures,attractions and events and the geographical proximity of destinations.Respondents express concern with th

26、e Russia-Ukraine war,with 37%mentioning that they will avoid countries neighbouring Russia and Ukraine,and 7%will avoid Eastern Europe in general.However,the war has not given a negative view of Europe overall.The respondents agree that Europe generally is a safe destination to visit.THE TOURISTS HA

27、VE NOT COMPLETELY FORGOTTEN ABOUT COVID-19 COVID-19 is still considered to some extent by the respondents.The habits interviewees would like to remain in the future from the pandemic era are the use of hand sanitisation and enhanced hygiene,social distancing,and the use of masks on public transporta

28、tion.The interviewees will also consider sanitary concerns and avoid overcrowded destinations when planning their next trip.With the potential impact of COVID-19 on the 2022-2023 winter season,offers providing consumer protection through last-minute cancellations,refunds,or flexibility o make change

29、s are still strongly desired by tourists.THE VALUE FOR MONEY WILL COUNT MORE IN THE FUTURE Approximately three in four respondents expect inflation to impact future travel.Thus,the price will be a highly considered aspect in the future planning process.To ensure that there is money for travelling,re

30、spondents will put more money aside at home,change daily habits,and do thorough research before booking.Additionally,the interviewees may reduce the trips length,travel in the low season,or choose a more affordable destination.At the destination,they may also decrease spending.During the summer of 2

31、022,some interviewees decreased their dining expenses by booking self-catering accommodation.THE ROAD TOWARDS ENVIRONMENTALLY-FRIENDLY TRAVEL The experts emphasise sustainability as a key challenge for the tourism industry.It is not addressed overnight,but it can be influenced through emissions offs

32、etting programmes.Openness to greener initiatives is observed among the interviewees,who suggest the implementation of more eco-friendly travel options,being able to see the emissions of a trip,and investing in better train infrastructures.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATION

33、S TO DRIVE TOURISM RECOVERY PHASE 2 8 INTRODUCTION This report is the second of two reports1 made on behalf of the European Travel Commission(ETC)by Silverlining Research on exploring consumer travel attitudes and expectations to drive tourism recovery.The topics explored throughout the overall stud

34、y are:Knowledge on behavioural trends:Achieve a better understanding of consumer travel attitudes and behaviours considering the changes within the industry due to external factors,such as the COVID-19 pandemic,rising inflation and the Ukraine/Russia conflict,and hereby identify which aspects are mo

35、st influential to consumer decision-making.Understanding travel experiences:Identify and provide an overview of the gaps,competitive advantages and opportunities in European tourism products and services offered during the summer months(May to September 2022)to optimise consumer travel experiences i

36、n the short-term.Identifying travel opportunities:Examine consumer travel expectations(about travel to and within Europe)for the last quarter of 2022 and for 2023 to provide tourism destinations with the necessary insights to adapt their offering to the needs and expectations of potential travellers

37、.While the first report looked at consumers travel attitudes and expectations prior to the summer in 2022 the second phase is focused on travel experiences in the summer of 2022 and travel and expectations for 2023 and beyond.As opposed to the first phase of the study,the second report includes find

38、ings from interviews with industry experts.The results will be explored in five sections,with the main themes being:1)Travel behaviour during the summer of 2022;2)Travel experience during the summer of 2022;3)Lasting effects of the COVID-19 pandemic;4)Instability within Europe and its effects on tra

39、vel to and within the region;and 5)Tourists future expectations and desires for European travel destinations.Throughout the report,there will be references to quantitative studies conducted by the European Travel Commission,e.g.,Monitoring Sentiment for Domestic and Intra-European Travel(MSIET)2,Lon

40、g-Haul Travel Barometer(LHTB)3 and other relevant research to support the qualitative findings in this study.1 The phase 1 report can be found here:https:/etc-corporate.org/reports/exploring-consumer-travel-attitudes-and-expectations-to-drive-tourism-recovery/2 The latest release can be found here:h

41、ttps:/etc-corporate.org/reports/monitoring-sentiment-for-domestic-and-intra-european-travel-wave-13/3 The latest release can be found here:https:/etc-corporate.org/reports/long-haul-travel-barometer-3-2022/STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE

42、2 9 METHODOLOGY The results of this report are based on three interviews with experts in the travel sector 46 in-depth interviews4 with tourists travelling to or within Europe The interviews are based on a semi-structured interview guide,and some interviews may put more emphasis on specific areas.Th

43、e interviews,varying between 38-65 minutes in length,were conducted over the period of September 26 to October 7,2022.The experts participating in this research are Rachel Read from the European Tour Operators Association(ETOA),Christina Russe from the European Travel Agents and Tour Operators Assoc

44、iations(ECTAA),and an expert from Expedia Group Media Solutions.The in-depth consumer interviews with tourists were conducted with 46 people residing in the following countries:European markets:France,Germany,Italy,the Netherlands,and the United Kingdom.Extra-European markets:Australia and the Unite

45、d States.Additionally,the in-depth interviews with tourists are also distributed between three target segments based on thematic tourism experiences5:Segment 1:Creative Cities.Segment 2:History and Ancestry.Segment 3:Nature and the Outdoors.To place the potential interviewees into their respective s

46、egments,each respondent was required to answer a screener survey before being recruited for the interview6.For the interviewees to be placed in the Creative Cities segment,their main reason for travelling must be at least one of the two:Gastronomy(e.g.,tasting local food and drink,organic food,fine

47、dining experience,cooking classes).City life(e.g.,fashion design,spotting hidden urban gems,shopping,street art,modern architecture).To be placed in the History and Ancestry segment,the interviewees main reason for travelling must be:Exploration of cultural identity and roots(e.g.,places of commemor

48、ation,history and ancestry,cultural roots).Lastly,to be placed in the Nature and the Outdoors segment,the interviewees main reason for travelling must be at least one of the two:Nature(e.g.,wild landscapes,eco-tourism,astronomy).4 The sample size has been increased from 36 to 46 compared to Phase 1

49、with two additional interviews for France,Germany,Italy,the Netherlands,and the United Kingdom,respectively.5 For a more in-depth overview of the profiles of each segment,see Appendix A.6 For Phase 2 of the research,the tourists from the United States and Australia must have travelled to Europe duri

50、ng the summer(May-September)of 2022.Thus,while striving to find tourists belonging to the three segments,the requirements have been lessened.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 10 Adventure(e.g.,camping,adventurous outdoor activities,such a

51、s climbing and sky diving).Besides belonging to one of the above segments,the interviewees had to fulfil other criteria to be eligible for an interview.The interviewees must be permanent residents of the respective country the survey is conducted in;they must be the main or joint decision-makers for

52、 holiday travel in their household;and the American and Australian interviewees must have travelled to Europe in the summer(from May to September)of 2022.Furthermore,the interviewees from the European countries were asked whether they had travelled abroad in the summer of 2022 for holiday purposes,o

53、r if they decided only to travel domestically.Interviewees who have travelled abroad will be referred to as“travellers”,and interviewees who have only travelled domestically will be referred to as“non-international travellers”.An overview of the number of interviewees in each country and segment is

54、presented in the following table.Table 1:Distribution of interviewees between countries and segments Country Segment Number of interviewees Total France Creative Cities 3 8 History and Ancestry 3 Nature and the Outdoors 2 Germany Creative Cities 2 8 History and Ancestry 3 Nature and the Outdoors 3 I

55、taly Creative Cities 3 6 History and Ancestry 3 Nature and the Outdoors 0 The Netherlands Creative Cities 3 6 History and Ancestry 0 Nature and the Outdoors 3 The United Kingdom Creative Cities 3 8 History and Ancestry 2 Nature and the Outdoors 3 The United States Creative Cities 3 6 History and Anc

56、estry 2 Nature and the Outdoors 1 Australia Creative Cities 2 4 History and Ancestry 0 Nature and the Outdoors 2 Total 46 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 11 TRAVEL BEHAVIOUR DURING THE SUMMER OF 2022 CHAPTER 1 STUDY ON EXPLORING CONSUME

57、R TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 12 1.TRAVEL BEHAVIOUR DURING THE SUMMER OF 2022 MAIN FINDINGS The summer of 2022 was the first summer with only minor or no COVID-19 related restrictions when travelling abroad since the start of the outbreak.While the COVID-19 pa

58、ndemic has been more in the background during the summer months,tourists have faced other challenges,such as rising prices,labour shortages,airline strikes and uncertainty due to the Russia-Ukraine conflict.1.1 THE CHOICE OF TRAVELLING ABROAD Being able to travel freely across borders without having

59、 to show a Digital COVID-19 Certificate or proof of a negative COVID-19 test has lessened the frustration of travelling.Namely,the Passenger Locator Form and COVID-19 testing when travelling by plane were mentioned by interviewees in the first phase of this research7 as factors that reduced the enjo

60、yment of travelling.The members of ECTAA saw strong booking numbers for the summer of 2022;thus,a rebound in tourism was observed.At ETOA,they observed a trend towards intra-European travel focusing on outdoor activities for lesser-known regions of Europe in particular,but they now also see a return

61、 towards more iconic sightseeing.“Some people call it revenge tourism since they have not been able to travel in a really long time,and they have put money aside.What we do hear,especially from around March,April,and May,there were really strong bookings for the summer and then it ebbed down.But I b

62、elieve that all the European destinations had a very good summer.”-Christina Russe,ECTAA“Most of our clients deal with long-haul markets getting travellers into Europe;however,there has been a general trend towards intra-European travel as well.When people started returning,there was interest in the

63、se outdoor things activities,which for European destinations,if one can look at silver linings,was great for all the second-tier destinations and lesser-known regions.We do,however,also see the favourites return;people want to go to Paris,they want to go to London,and see all the iconic things landm

64、arks/attractions.Those places,however,have now also got in place some better visitor management tools.It has been a long time since we talked about over-tourism.COVID-19 has really spread out the visitors,which is really good.”-Rachel Read,ETOA 7 https:/etc-corporate.org/reports/exploring-consumer-t

65、ravel-attitudes-and-expectations-to-drive-tourism-recovery/With most countries having fully removed COVID-19 restrictions,the urge to travel internationally has increased.The most visited countries by the interviewees this summer were primarily Mediterranean countries Italy,Spain,France,Greece and t

66、he Netherlands.The biggest reason for travelling internationally this summer was to see other countries and experience new things(e.g.new cultures,cuisine,sights,or nature).Most international travellers did not consider or worry about COVID-19 during their summer holiday.STUDY ON EXPLORING CONSUMER

67、TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 13 Looking at the distribution of international and domestic trips among the interviewees,most of the interviewees participating in the study travelled either,both internationally and domestically,or only internationally.Very few on

68、ly travelled domestically.Graph 1:Type of trip The non-international8 travellers chose to only travel domestically due to feeling safer in their own country,wanting to contribute to their national economy,visiting beautiful sights,or the simplicity of travelling domestically compared to abroad.“Ther

69、e are a lot of beautiful places to visit,we can meet new people and especially tourists,and considering the prices,it is better to contribute to Frances economy.-French non-international traveller,History and Ancestry segment“I think domestic trips are easier than international ones to plan.You will

70、 not need to adjust to cultural differences or experience language barriers.-Italian non-international traveller,Creative Cities segment“My feeling was that I was safer in my own country after the COVID-19 pandemic.”-Italian non-international traveller,History and Ancestry segment For international

71、travellers,the main reason for travelling abroad was to experience new cultures,try new types of food,see the unique sights of other countries,or to spend time in nature.Furthermore,visiting friends or relatives was another key reason the interviewees went abroad this summer.63%of the German intervi

72、ewees mentioned that good weather was important as it allowed for more outdoor activities.“For me,it international travel excels because it is nice to see something different.I like to try food and drinks that you do not see so much in the UK.Obviously,speaking as a Brit,a big thing is that it is so

73、 much hotter abroad as well,so that is nice.”-British international traveller,Nature and the Outdoors segment 8 Respondents that chose to only travel domestically.02468022242628Domestic tripInternational tripBoth domestic andinternational tripsCountFranceGermanyItalyNetherlandsUKUSAAustra

74、lia STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 14 Graph 2:Reasons behind the type of trip Reasons for travelling domestically My country has a lot to offer Contributing to the local economy Domestic trips are easier to plan Feeling safer in their

75、own country after the COVID-19 pandemicReasons for travelling internationally Experience other countries with new cultures,cuisine,sights,or nature Seeking warmer climate Visiting friends or relatives Postponement of a trip due to the pandemic Spontaneous trip due to cheap flight Missed travelling d

76、ue to the COVID-19 pandemic Visiting a specific country or continent as a yearly tradition Seek destinations cheaper than home To practice a new languageQ:What are the reasons you decided to only travel domestically?Q:What are the reasons you decided to travel internationally?STUDY ON EXPLORING CONS

77、UMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 15 Experiencing new cultures,food,and unique sights was the main reason for travelling internationally “One of the primary reasons I travelled to Europe was to see my brother and his family.In addition to that,I try to get over

78、 there at least once or twice a year to do general tourism and see all of the different sights.”-American international traveller,History and Ancestry segment“In the warmth,there are more options when going outside,like outside dining and doing sightseeing.”-German international traveller,Creative C

79、ities segment The urge to travel internationally increased for most of the international travellers after the COVID-19 pandemic.However,two expressed that they were still cautious about travelling.“We felt a need to travel outside of France after the COVID-19 pandemic.We used to travel a lot,and we

80、have missed that.”-French international traveller,History and Ancestry segment“I am not going to say a bigger need.I would actually say we are more cautious.”-Australian international traveller,Creative Cities segment 1.2 THE PLANNING PROCESS FOR THE SUMMER HOLIDAYS Looking at the destinations the i

81、nterviewees visited during the summer of 2022,Italy was the most popular,followed by Spain,France,and Greece.According to the interviewees,the Mediterranean countries generally were very popular destinations to visit,which is in line with the expectations that the interviewees of Phase 1 had about t

82、heir summer holidays.This summers popularity of the Mediterranean countries coincides with the results of the 12th wave of research on“Monitoring Sentiment for Domestic and Intra-European Travel”9(MSIET,June 2022)10.Two of the American interviewees went on long cruises with many stops on the way,all

83、owing them to visit multiple destinations when the cruises were in port.“We went from Brazil,then transatlantic to the Canary Islands,Azores,Spain,Portugal,bypassed France,England,Denmark,Finland,Sweden,Estonia,Norway,Germany.The first cruise was 27 days,then the second cruise was ten and then the t

84、hird cruise was 11 days back-to-back.”-American international traveller,Creative Cities segment 9 The top 5 countries preferred for Europeans next international trip:Spain(10,2%),France(10,1%),Italy(9,6%),Greece(6,6%),and Croatia(5,6%).10 https:/etc-corporate.org/reports/monitoring-sentiment-for-dom

85、estic-and-intra-european-travel-wave-12/STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 16 Graph 3:Countries visited in the summer of 2022 City Breaks,Nature and the Outdoors,and Culture and Heritage were the most popular types of trips.The types of tr

86、ips align with the findings of the 12th wave of MSIET(June 2022),only surpassed by Sun&Beach and Coast&Sea trips.The average length of the trips is generally higher for Australians and Americans,attributable to the length and costs of travel.024680222426Other countriesCroatiaAustriaSweden

87、HungaryUSABelgiumGermanyPortugalNetherlandsGreeceFranceSpainItalyCountFranceGermanyItalyNetherlandsUKUSAAustralia*Due to the size of the graph,countries mentioned by only one or two respondents are collected in Other countries.It includes:Australia,Brazil,Czech Republic,Denmark,England,Estonia,Finla

88、nd,Iceland,Indonesia,Maldives,Montenegro,Morocco,Norway,Romania,Scotland,Slovenia,Switzerland,Turkey.Q:Where(within which country)did you travel?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 17 Graph 4:Types of trips for the summer and average length

89、 of the trips The duration of the planning process varies depending on the distance to the destination.Disregarding the trips postponed due to the COVID-19 pandemic,the planning time tends to be longer for long-haul interviewees;where most started planning their trip 6-11 months in advance,whereas s

90、hort-haul trips between European countries were scheduled on average 2-3 months in advance.“I try and plan pretty far in advance to get a feeling about what is going on.I use Frequent Flyer points for airfare,and you have to do those about 11 months in advance to get tickets.”-American international

91、 traveller,Creative Cities segment“When I was organising the trip nine months earlier,the border closures and border rules were still in place.So,I kept an eye on the rules they had in Switzerland in relation to entry.”-Australian international traveller,Nature and the Outdoors segment During the ho

92、liday planning and preparation,the two most considered factors were the weather at the destination(28%)and travel costs(24%).Travelling when the likelihood of good weather was high was considered as it provides more flexibility to partake in activities.To keep travel costs down,interviewees use comp

93、arison sites to find the cheapest flights and good deals on accommodation.Skyscanner,Kayak,Expedia,B,and were used for flights and holiday packages.For hotels,H was mentioned,and for general inspiration about the trip,Tripadvisor was the main site for inspiration,together with social media platforms

94、,such as Instagram and TikTok.Regarding COVID-19,only 22%of interviewees mentioned it as an,often minor,concern in their travel preparation process.Likewise,the results of Jaarmeting 2022(Annual Measurement 2022)11 by ANVR and GFK(June 2022)found that 24%of Dutch respondents answered that COVID-19 i

95、mpacted their behaviour when booking their holiday.11 https:/www.anvr.nl/publicaties/boekingsmonitor.aspx Average length of trips in daysFRDEITNLUKUSAU8Culture and HeritagePopular typesof trips Sun and BeachCity BreakCulture and HeritageCity BreakCity BreakCity BreakCity BreaksNature and

96、OutdoorsNature and OutdoorsNature and OutdoorsCulture and HeritageNature and OutdoorsNature and OutdoorsWellness and relaxationCity BreakSun and BeachVisiting Friends and RelativesSun and BeachTouring and Road TripCulture and HeritageFRDEITNLUKUSAUQ:What kind of trip was it?Q:How long was your trip(

97、s)?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 18“We consider reliable summer climate and weather as it allows for more outdoor activities.”-German international traveller,Nature and the Outdoors segment“Cost is a major factor,dates we can travel,f

98、light availability and frequency,and the weather plays an important role in the decision-making.I use Skyscanner and Kayak for looking up the prices for flights.”-British international traveller,Creative Cities segment“No,I do not really consider Covid-19 as a problem anymore.”-Dutch international t

99、raveller,Creative Cities segment“In April,we booked flights to Bari and a hotel for the first days-local transport and other hotels were booked in Italy.Corona did not have any impact and did not leave us with any doubts.”-German international traveller,History and Ancestry segment“We chose to stay

100、in Italy,as I would not risk getting infected while being in another country.”-Italian non-international traveller,History and Ancestry segment Graph 5:Consideration and channels used during the planning process Weather and travel costs were the most considered factors for the summer holidays planni

101、ng process COVID-19 has not significantly impacted the interviewees level of attraction to specific destinations.Virtually all interviewees did not show any sign of change.However,a trend emerged whereby COVID-19 concerns have resulted in an increased desire from interviewees to spend more time outd

102、oors during their trips.“I do seek warmer destinations now,where you can stay outside most of the time.”-German international traveller,Creative Cities segment Most mentioned considerations when planning the tripMost mentioned channels and media used when planning the tripWeatherCosts of travellingC

103、OVID-19 restrictionsStrikes at the airportSkyscannerExpediaBTripadvisorSocial mediaLCancelation options for flight tickets KayakHYouTubeRick Steves Travel GuideSeeking a new destinationQ:Which considerations went into the planning process?Q:Which channels and media did you use for the information se

104、arch and bookings,etc.?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 19“Since COVID-19,I prefer to go to the beach,rather than to big cities,to have more fresh air.”-French international traveller,Creative Cities segment This general picture of COVID

105、-19 not having been a significant hindrance this summer is in line with the initial expectations from Phase 1 of this research,where COVID-19 was not expected to have any considerable impact on the summer of 2022.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY

106、 PHASE 2 20 TRAVEL EXPERIENCES DURING THE SUMMER OF 2022 CHAPTER 2 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 21 2.TRAVEL EXPERIENCES DURING THE SUMMER OF 2022 MAIN FINDINGS Travelling around most of Europe without any major COVID-19-related burea

107、ucratic processes has provided tourists with a better travel experience this summer.At the destination,it has been possible to visit attractions without encountering any significant hindrances due to restrictions.2.1 THE EXPERIENCE AT THE DESTINATION Concerning the interviewees satisfaction with the

108、ir travel experiences during the summer of 2022,just over half(52%)rated their satisfaction as“very satisfied”,and almost all others rated it as“satisfied”.Over half of the German and French(63%)interviewees stated that they were“very satisfied”.The satisfaction of French travellers revolved around

109、experiencing new cultures and trying new things.The Germans highlighted the need for relaxation with their family,partner,or friend and escape from everyday life,which is also confirmed by a strong desire for Sun and Beach holidays.I wanted a culture shock,discover new things,activities,food,meals,t

110、astes,specialities of small towns.Yes,I can say it fulfilled my expectations in terms of gastronomy and culture change.”-French international traveller,Creative Cities segment Our expectations were met regarding the offer on-site,on the island Sardinia-beautiful beaches,nice hiking paths and so on.”

111、-German international traveller,Nature and the Outdoors segment The consensus of the Italian interviewees was that the removal of COVID-19 restrictions greatly influenced their satisfaction level.83%of the Italian interviewees were“very satisfied”with their travel experience domestically and interna

112、tionally as they could visit any attraction and do the planned activities.For 67%of the Dutch interviewees,the high satisfaction resulted from good preparation.However,one traveller did experience some problems as the pictures of the camping area they visited did not live up to their expectations.Ne

113、vertheless,they still said they were“satisfied”with their holiday.Absolutely,it was better than expected.There was a great attitude towards each other,people were very kind,and the cities felt safe.”-Italian international traveller,History and Ancestry segment Over 50%of the interviewees were very s

114、atisfied with their experience at the destination(s),with none being unsatisfied.Only 13%of the interviewees were affected negatively by bureaucratic issues,which significantly affected their holiday experiences.While 41%of the interviewees experienced overcrowding,only 15%were negatively affected b

115、y it.However,the issues were not blamed on the destinations.Suggestions for improving tourist experiences at the destinations were related to the accessibility of public transportation for tourists.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 22 94%

116、of the interviewees were satisfied or very satisfied with their travel experiences this summer We did a lot of preparations before going on the trip,and we had some friends who helped us as well.We knew what to expect,and the place did live up to our expectations.”-Dutch international traveller,Crea

117、tive Cities segment No,the camping area did not live up to our expectations.The pictures were a lot better than the reality,and the pool was quite small.The pictures seemed to be taken in the low season,so it did not reflect that the area was very crowded.”-Dutch international traveller,Creative Cit

118、ies segment The majority of the British interviewees(63%)were“satisfied”,where most did not experience any problems although two mentioned that the high price level came as a surprise.Overall,their expectations were met as they did not face any of the issues expected,but they remained slightly anxio

119、us throughout the trip.We expected some attractions would be closed or harder to get into,which partly influenced us to visit a friend;if everything was closed,we could just go somewhere outside.We had been hoping we could go out and have some nice food and sit outside,and luckily that was all fine-

120、but it was very much fingers crossed at the time!-British international traveller,Creative Cities segment Among the American interviewees,airport delays were experienced together with some COVID-19 testing.The delays were expected,but the COVID-19 test procedure length was a factor for the“neutral”s

121、core.Lastly,the Australian interviewees all had great experiences in Europe,with their expectations met.One was really surprised by the great kindness of Europeans towards long-haul travellers.The situation around Amsterdam Airport is ridiculous.I thought it went fine.I mean,there were some issues w

122、ith labour shortages,and delays have been slightly longer than I had been accustomed to,but nothing was so unreasonable though.I did everything I could to both manage expectations and minimise potential delays and problems!-American international traveller,History and Ancestry segment In Europe,ever

123、yone was very welcoming.When we said we were from Australia,their eyes lit up,and they went,“that is fantastic!”.”-Australian international traveller,Creative Cities segment STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 23 Graph 6:Satisfaction with t

124、ravel experiences during the summer of 2022 Only a few interviewees felt their summer holidays were affected by bureaucratic issues or overcrowding Despite the high satisfaction level,some tourists experienced bureaucratic issues related to COVID-19,or highlighted inconsistencies with the rules such

125、 as being required to show a vaccine passport while no hand sanitisation was available.22%experienced some bureaucratic issues,but only 13%thought it affected their holiday(though some only in a small manner).“We had to show our vaccine passports-but I think it is a good measure to prevent the sprea

126、d.But there were a lot of contradictions,though.You had to show your vaccine passport,but there would be no hand sanitiser.”-Australian international traveller,Creative Cities segment The only real issue though has been working out which countries required which locater forms and what information ea

127、ch one needed.”-British international traveller,Nature and the Outdoors segment A larger share of interviewees(41%)experienced overcrowding,but only 15%thought it affected their holiday experiences,whereas the others did not perceive it as a problem.One interviewee chose to go elsewhere if they felt

128、 it was too crowded,but he did not feel unsafe.Of those who found overcrowding to affect their holiday,one experience was related to the airport,where the queues were long,and the aircraft was at full capacity.The interviewees did not suggest how the destinations could have done anything differently

129、 about the overcrowding.0246802224261-Very dissatisfied2345-Very satisfiedCountFranceGermanyItalyNetherlandsUKUSAAustraliaQ:Overall,on a scale of 1(very dissatisfied)to 5(very satisfied),how satisfied are you with your travel experiences this past summer?STUDY ON EXPLORING CONSUMER TRAVEL

130、 ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 24“Yes,in Brussels,but it is a capital city,so it is normal that there are a lot of people there.Neither was I surprised or dissatisfied;you just deal with it.”-French international traveller,Creative Cities segment“Yes,some beaches were

131、very crowded,also bars,restaurants,and city centres,but we just avoided these places.We would have done so before Corona too.”-German international traveller,Nature and the Outdoors segment“All the flights were absolutely packed,and I lined up with 500 other people,in two lines at passport control-a

132、nd I know I went during the summer time,but they seemed unprepared.”-German international traveller,Nature and the Outdoors segment“The only place I could think of where I felt uncomfortable with the crowds was Interlaken.They have a little mountain you can go up to that was very busy.I think it was

133、 because the little train that goes up is very small,and it was very crammed.but I honestly do not think there is a need for crowd control.”-Australian international traveller,Nature and the Outdoors segment Graph 7:Bureaucratic issues and overcrowding 2.2 SUGGESTIONS FOR IMPROVEMENTS Looking back a

134、t their summer holidays,a few interviewees provided suggestions for how destinations can improve travellers experiences.Regarding attractions,suggestions revolve around making sights more accessible for tourists without access to a car,and that staff at attractions keep making sure it does not get t

135、oo overcrowded,along with maintaining hand sanitisation stations.For transport,it is suggested that the cities provide translations of signs,and improve the accessibility of public transportation systems.Better motorway Bureaucratic issues(COVID-19 testing,forms,and COVID-19 certificate)13%Experienc

136、ed bureaucratic issues and was affected78%Experienced no bureaucratic issuesOvercrowding issues15%Experienced issues with overcrowding59%Experienced no overcrowding26%Experienced overcrowding but did not affect the experience9%Experienced bureaucratic issues but did not affect the experienceQ:Did yo

137、u encounter any bureaucratic issues(e.g.,COVID testing,vaccine passports)when booking or during your trip?Q:Did you experience overcrowding at your destination?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 25 networks are recommended to make it easie

138、r for tourists travelling by car and lastly,provide transparency about the implementation of tourist taxes.“Accessibility to beaches,sights and other attractions without a car was a little bit difficult and could be improved.”-German international traveller,History and Ancestry segment“Make the attr

139、actions less crowded and more hygiene-like more hand sanitiser and more masks.”-British international traveller,History and Ancestry segment“I would say the whole city is only in Portuguese,with only a few translations in English and Spanish.”-French international traveller,Nature and the Outdoors s

140、egment“Finding the easiest transport from the airport to the town-there was quite a bit of Googling involved with that.It is not always available from the airline,their website or anything like that.”-British international traveller,Creative Cities segment“The stealth tax that the Greeks have implem

141、ented depending on the star rating of your hotel,you get taxed now.It did affect my experience negatively and also affected the score of my trip.”-British international traveller,Nature and the Outdoors segment Table 2:Suggestions for improvement at the destination Suggestions for improvement Provid

142、e transparency about the implementation of tourist taxes Make it easier to find transportation from the airport Better accessibility to beaches,sights,and other attractions without a car Keep crowd control and COVID-19 measures in place at attractions Better motorway networks More use of translation

143、 in the cities to make it easier for tourists to navigate Make public transportation easier to navigate for tourists Q:If you had to suggest any improvements for the destination(s)to enhance your tourism experience,what would you suggest(and why)?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPE

144、CTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 26 LASTING EFFECTS OF THE COVID-19 PANDEMIC CHAPTER 3 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 27 3.LASTING EFFECTS OF THE COVID-19 PANDEMIC MAIN FINDINGS As COVID-19 has been circulating for the last t

145、wo years,concerns regarding the virus when planning a holiday are falling.According to ETCs Long-Haul Travel Barometers,pandemic-related concerns among overseas travellers have dropped from 42%in December 2021 to 19%in September 2022.12 3.1 CHANGES IN BEHAVIOUR WHEN TRAVELLING DUE TO COVID-19 Lookin

146、g at the lasting effects of COVID-19 on the interviewees travel behaviour,a similar pattern to Phase 1 is observed with a higher focus on offers providing last-minute cancellations,refunds,and flexibility;avoiding destinations with a high density of people;and sanitary precautions being the most men

147、tioned.13%of the interviewees explained that they have not experienced any lasting effects from the pandemic,and most interviewees did not express any significant concerns about COVID-19 overall.“It did not change anything for me because I totally forgot about COVID-19 once I arrived at the destinat

148、ion.I never think about it,and there is no effect on me.Maybe in 2020,when it was in the media,but not anymore.I live in Paris,so I am used to big,crowded cities.”-French international traveller,Creative Cities segment 12 ETC Long-Haul Travel Barometer 1/2022&ETC Long-Haul Travel Barometer 3/2022 50

149、%of the interviewees will opt for flexible offers that allow last-minute cancellations,refunds,etc.Use of hand sanitisers,masks,and social distancing are the habits derived from the pandemic interviewees expect to keep in the future.For most interviewees,destinations do not need to reassure them abo

150、ut high hygiene standards,but a few do find an official hygiene certificate to be of interest.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 28 Graph 8:Lasting effects of the COVID-19 pandemic on travel behaviour Due to the uncertainty of unexpected c

151、hanges to travel plans experienced during the pandemic,half of the interviewees have a higher focus on offers that provide some consumer protection through last-minute cancellations,refunds,and flexibility options.Paying a fee for insurance has become more attractive,and a few interviewees also emph

152、asise the possible significance of this for the 2022-2023 winter season if a new COVID-19 wave changes the travel environment again.“It is very important with refunds in the event of the pandemic starting up again.Not that I would cancel,but if the airline or hotel had to cancel,it is a big factor.Y

153、ou have got to look at that now.So,I look for the option for cancellation due to external factors.”-British international traveller,Creative Cities segment“It is a plus in the book if the hotels offer free cancellation in case of unexpected situations arising;like the pandemic.”-Italian non-internat

154、ional traveller,Creative Cities segment 50%of the interviewees now have a higher focus on offers allowing last-minute cancellations,refunds,or flexibility due to COVID-19 Avoiding crowded areas is still relevant for some interviewees.Though it may not influence the quality of the travel experience,a

155、wareness about the number of people in an area is still present for about one-quarter of the interviewees.About one-fifth of the interviewees still take sanitary precautions,either by bringing their own hand sanitiser or masks or by still practising social distancing;where one remains highly aware o

156、f COVID-Q:Did you experience any lasting effects from the COVID-19 pandemic that changed or determined your behaviour when travelling?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 29 19 to avoid getting infected,others have a“better safe than sorry”a

157、pproach.Only three people mentioned being more afraid and cautious when travelling due to COVID-19 concerns“Normally,I would go to meditation camps,but I will not be doing that as I think it is too crowded now.”-Dutch international traveller,Nature and the Outdoors segment“My personal stance is that

158、”I do everything I can”to keep healthy.I have quick tests with me,sanitiser,and masks always.”-Australian international traveller,Creative City segment“Today,I am more afraid compared to the past because of the pandemic.I chose to stay in Italy to avoid problems due to COVID-19.”-Italian non-interna

159、tional traveller,History and Ancestry segment 11%of the tourists will now seek more outdoor experiences like going to the beach,hiking,or visiting rural areas in the aftermath of the COVID-19 pandemic.Furthermore,COVID-19 has made British interviewees experience a change of travel purpose by an incr

160、eased need to seek adventurous experiences instead of relaxation,or by valuing seeking new experiencing more.“I will seek more adventurous stuff.I do also enjoy a beach holiday,but there is so much in the world I have not seen yet,and I feel like COVID-19 kind of increased that need for me.”-British

161、 international traveller,History and Ancestry segment The appeal of“greater interest in environmentally-friendly travel”is more prominent among interviewees from island nations.Even though they have become more interested in sustainable travel,it is hard to see how they can substitute travelling by

162、plane,especially in terms of the time constraints of holidays.If competitive alternatives were available,they would be open to considering them.“I am interested in it environmentally-friendly travel,but I would not stop travelling by plane as I still want to go away.But I am interested if there are

163、other competitive ways we can do things.”-British international traveller,Creative Cities segment 3.2 HABITS DERIVED FROM THE PANDEMIC TO REMAIN IN THE FUTURE COVID-induced consumer habits identified in Phase 1 expected to remain after 2022 included following the COVID-19 guidelines(social distancin

164、g,better hygiene and wearing masks),taking out travel insurance,avoiding crowded places,and an increased focus on flexible cancellation policies.However,in Phase 2,the interviewees focused mainly on the COVID-19 guidelines as the habits they would like to keep.Nonetheless,flexible cancellation optio

165、ns are still considered highly important.Hand sanitisation is the most mentioned habit from all source markets,except the Netherlands where the focus is on social distancing.Wearing masks on public transport gets much attention from the German interviewees,where 6/8 mention it as a habit they will k

166、eep in the future.4/8 of the British interviewees also mention this habit,but with less enthusiasm,as three of them primarily consider wearing a mask only if they are sick(but not as a general practice).Lastly,practising social distancing is also a habit that will remain in the future for some inter

167、viewees.“Something that will stay with me is that I take a longer time to wash my hands,as that was encouraged during the height of COVID-19,and that is something I have carried on doing.”-British international traveller,Nature and the Outdoors segment STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AN

168、D EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 30 Hand sanitisation,social distancing,and the use of masks are the habits that will remain from the pandemic “Masks are a good thing,for example,in buses or trains during peak hours.I think I will continue to wash my hands more often and more intensi

169、vely,too.”-German international traveller,History and Ancestry segment“We must keep distance between people in public areas,more generally to avoid overcrowding in metros or buses.-Italian international traveller,Creative Cities segment Even though these habits will remain from the pandemic,the inte

170、rviewees are not currently afraid of COVID-19.This was also a tendency detected by the experts,who observed that the biggest issue was not getting infected,but the problem of not being able to go home due to failing a COVID-19 test.“Even at the height of COVID-19,when surveys were done on consumer s

171、entiment,catching COVID-19 whilst away was not the biggest issue;it was always falling foul of the restrictions.Not particularly getting sick but failing the test when getting there Do I think people are still concerned?It is less-every month,it becomes fewer and fewer people.”-Rachel Read,ETOA“It s

172、eems that COVID-19 has quickly slipped back in priorities.Now it is more inflation and higher prices.Humans are kind of funny;they forget kind of quickly about all this.”-Christina Russe,ECTAA STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 31 Graph 9:

173、Habits derived from the pandemic to remain in the future According to the experts,tourists are more cautious about getting stuck in another country due to COVID-19 than actually getting infected The interviewees were also asked whether the destinations should launch initiatives that demonstrate they

174、 have high hygiene standards in place.Over half of the interviewees were confident that the destinations were already doing whatever they could,or they did not find it necessary as they would not select a destination based on such an initiative.“It will not have any impact.I trust that places are fo

175、llowing the protocol correctly.-American international traveller,Creative Cities segment Of those who did share their thoughts about initiatives that can help reassure tourists of high hygiene standards,four interviewees agreed that developing a national hygiene certificate would be a good idea.The

176、certificate could come from a national organisation in the destination or an international organisation,such as the World Health Organization(WHO).“A certificate provided by WHO,for example,could be a good idea.-German international traveller,Nature and the Outdoors segment“If an official national c

177、ertificate was implemented,I would like that.That would make me feel safe.-Australian international traveller,Nature and the Outdoors segment Instead of a certificate,Dutch interviewees find customer reviews to be better when reassurance about hygiene standards is needed.Additionally,it is suggested

178、 that the destinations and tourism operators could better display their hygiene protocols and cleaning procedures.“I am not really interested in certifications of higher standards.I believe in the feeling I get from the photos on their website and their reviews.I would not take notice of any certifi

179、cations.-Dutch international traveller,Nature and the Outdoors segment Hand sanitisation/Enhanced hygieneSocial distancing/Avoid large crowdsUse of masks Q:Thinking about the future;are there any of the habits from the pandemic you would like to keep?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND

180、EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 32“It would be great when booking places that destinations(agencies)could let us know in advance how they were dealing with it hygiene.If they could make it obvious.-British international traveller,History and the Outdoors segment Graph 10:Initiatives t

181、o ensure high hygiene standards I From a national organisation From an international organisation like World Health OrganizationOfficial hygiene certificate Show reviews from customers Transparency from destinations about how they deal with hygiene Customer reviews and reassurance from the destinati

182、onQ:How can destinations reassure you that they have high hygiene standards?Is a national certification or company statement sufficient or would you have more trust in something else(e.g.,reviews,marketing campaigns,etc.)?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM

183、 RECOVERY PHASE 2 33 INSTABILITY WITHIN EUROPE AND ITS EFFECTS ON TRAVEL TO AND WITHIN THE REGION CHAPTER 4 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 34 4.INSTABILITY WITHIN EUROPE AND ITS EFFECTS ON TRAVEL TO AND WITHIN THE REGION MAIN FINDINGS

184、During the summer of 2022,Europe has gone from the disruption of the COVID-19 pandemic to experiencing instability in the form of inflation,labour shortages,airline strikes,the Russia-Ukraine war,and uncertainty is looming over the energy sector as we enter the winter months.The heightened instabili

185、ty worldwide regarding households disposable income will make the average consumer prepare for more challenging economic times and,thus,impact their travel habits due to having other financial priorities.4.1 LABOUR SHORTAGES During the summer of 2022,Europe experienced labour shortages in many indus

186、tries in the service sector,especially at airports;with a lack of ground handling and service personnel resulting in long queues.Furthermore,airline strikes have resulted in cancelled flights and uncertainty for passengers,not always knowing if they would reach their intended destination or return h

187、ome on schedule.One of the big problems resulting from COVID-19 was that the tourism sector had to let go of employees,leading to some taking the opportunity to change industry and not coming back.Some of the jobs are very skills-based and require security clearances which can take months to acquire

188、,so there was not enough time to recover the labour force laid off due to the pandemic.This has resulted in understaffing,with tourism increasing substantially in a short period of time.However,tourists seem to have been forgiving for now,but that may not last if the challenges persist.The experts a

189、gree that the tourism sector is now more prepared to handle these issues.“I think it is fair to say the industry has struggled in regard to staffing levels and skills.Obviously,people had to be made redundant during the pandemic.It is one of the problems,firstly,finding people who are willing and ab

190、le to work and then being able to train them fast enough.That is certainly something that is discussed quite a lot at the moment:How can we improve access to training and upskilling in the industry?To be fair,the industry was not prepared for this.I think we are better prepared now for unforeseen 54

191、%of the interviewees were affected by the labour shortage crisis,mainly at airports or with airlines.However,their trust in the companies was not affected.Until October 2022,inflation had not severely impacted holidays,but interviewees do expect it to affect them in the future,which may affect their

192、 next trips.Behavioural changes in light of the cost-of-living crisis include saving more for the trip,considering cheaper destinations,or decreasing spending at the destination.91%of the interviewees have a positive attitude towards Destination Europe”.Among those not having a positive perception,t

193、he main driver of concern is the Russia-Ukraine war.Germany,Portugal,France,and Greece are the destinations interviewees are most likely to visit,while the countries bordering Russia or Ukraine are the ones most would avoid.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURI

194、SM RECOVERY PHASE 2 35 issues.People have been forgiving,but as time goes by,they are going to be less so.I think upgrades and cancellation insurance have been helpful.”-Rachel Read,ETOA“I think the whole industry is working collectively on this.Unfortunately,we had big problems during the summer wi

195、th airport capacity and restrictions,but also airlines not having enough staff to fly the flights they had scheduled.I think it is growing pains.We had from 0%in two-three months to 100%.We are working together to ensure we do not have these problems in the future.”-Christina Russe,ECTAA The labour

196、shortages impacted just over half of the interviewees(54%),where most experienced it with airlines or at airports and not at the destination itself.The consequences were longer waiting times in queues and flight delays.Three interviewees experienced airline strikes.Two got through it with no major i

197、ssues,and the last had to spend some extra days at the destination as their flight got cancelled.“It was a nightmare-we had to wait at the airport for hours and almost missed our flight.However,we had no problems with the luggage.-German international traveller,History and Ancestry segment“Originall

198、y,our tickets were bought for Lufthansa flights.We bought our tickets through United,but they were Lufthansa flights,so we were able to have them changed to Austrian Airlines one week before the pilots started to talk about going on strike.-American international traveller,History and Ancestry segme

199、nt“We were not supposed to spend six days in Vienna,but our flight to Budapest was cancelled because of all that flight stuff.”-American international traveller,Creative Cities segment Labour shortages affected interviewees over the summer,but it has not decreased their trust in the companies Only a

200、 few feel their trust towards the companies has been affected as there generally is an understanding of the problems and pressure the tourism sector has experienced this summer.Two of the interviewees experiencing the airline strikes did lose trust in the air travel business,whereas a British interv

201、iewees trust was affected as he does not think the airlines and airports treated their employees correctly and is not surprised by the lack of labour.“It is a European problem with people that are available.So,we cannot judge them on a shortage.”-Dutch international traveller,Nature and the Outdoors

202、 segment“Yes,you know what-next time,we will avoid Lufthansa.”-American international traveller,History and Ancestry segment“If you cannot run your own business while being given billions of pounds to keep you afloat.There were options to keep your staff,and we all knew the pandemic would not be for

203、ever,but you do not have to treat your staff that way.”-British international traveller,Nature and the Outdoors segment STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 36 At the destination,a small number of the interviewees also experienced some lower

204、 capacity at restaurants,while one American interviewee,who was on a cruise,had to bypass a harbour in France.“At some places,we saw that the restaurants were not full,but they refused customers,but that did not impact us.”-French international traveller,Nature and the Outdoors segment“There was the

205、 strike in the harbour in France,so we did not get there.We have been in Europe a couple of times with spontaneous strikes,and it has not impacted us much.”-American international traveller,Creative Cities segment 4.2 INFLATION The inflation has had less of an impact on consumers this summer,which i

206、s also what Expedia Group Media Solution sees in their data.Two American interviewees mentioned that they did experience a higher price level than usual.However,it did not affect them as the appreciation of the Dollar relative to the Euro counterbalanced the impacts of inflation.Conversely,one Briti

207、sh interviewee mentions that the Euro has become more expensive.Rachel Read(ETOA)also sees the weak Pound as a problem for British travellers,while Americans may spend more money in Europe due to the appreciation of the Dollar.“We see inflation,but so far,travel has not been impacted.What we have se

208、en during COVID-19 is that one of the things people really wanted to do after the pandemic was to travel.We definitely saw that in our numbers in 2021,and now we are seeing it in 2022.So far,it has not impacted travel.”-Expert from Expedia Group Media Solutions“The exchange rate is plummeting,and th

209、at helped tremendously for our trip.I guess it was more expensive in some ways,but the exchange rate equalised it.Actually,I think you should boast about it now is the time for Americans to go to Europe while the Dollar is strong.”-American international traveller,Creative Cities segment STUDY ON EX

210、PLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 37 Graph 11:Impact of rising prices on the summer holidays “Not on the last trip,but maybe the Euro was a bit expensive for us compared to the last time we went.Next time we will probably choose our transport option

211、s more carefully.”-British international traveller,Creative Cities segment“The weak Pound,for example,is not good for outbound travellers,but it is great for incoming travellers.Americans come here and spend a lot of money.”-Rachel Read,ETOA The tourists affected by the rising prices were primarily

212、impacted through fuel and restaurant prices.For the former,costs were kept down by driving more economically or renting a smaller car.For the latter,interviewees dined out less,chose cheaper restaurants,or booked accommodation with cooking facilities to avoid eating out daily.“We experienced some pr

213、oblems with rising prices related to car rental and fuel.That was more expensive than in Italy.”-Italian international traveller,History and Ancestry segment“A little bit of attention during the planning of the trip this year because of the rising prices,for example,fewer dinners at restaurants.”-It

214、alian non-international traveller,Creative Cities segment“We took Airbnb rather than hotels to be able to cook,so we did not have to go to restaurants every day.”-French international traveller,Creative Cities segment Thus,even though some interviewees were impacted more than others,the rising price

215、s did not severely impact the interviewees overall during the summer holidays.However,the increasing costs are expected to impact future trips.Holiday impactedby rising prices Chose cheaper restaurants or fewer restaurant visits Chose smaller rental car Fuel prices were a problem drove more economic

216、ally More attention to the price level at the destination Chose accommodation option with cooking facilitiesHoliday not impacted by rising prices Holiday was prepaid No impact as enough money was saved for the holiday Travelled early in the summer Inflation in Europe was counterbalanced by the appre

217、ciation of the US Dollar relative to the EuroQ:What kind of impact have the rising prices of fuel(and flights),accommodation,restaurants,etc.had on your travel plans?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 38 Graph 12:Impact of rising prices on

218、 future travel behaviour Approximately three in four interviewees acknowledge the negative impact of the rising prices on future travel.The experts also share this outlook.Tourists will most likely need to make some modifications to ensure travel is possible without compromising personal finances.Ho

219、wever,how the inflation crisis develops is yet to be seen.“For most people,it is not a necessity(to travel).Obviously,for some,it may be,but for general purposes,it is not ahead of heating the house and feeding the children,so I suppose it depends on how much it bites.It is an expense most people do

220、 not want to get rid of,so people tend to just pare it down rather than get rid of the holiday completely.”-Rachel Read,ETOA“So far,all of the data shows that consumers definitely will travel.They might buy fewer things or deprioritise other things in life but will put travel as one of the top thing

221、s they want to continue to be doing.”-Expert from Expedia Media Group Solutions Inflation did not have a severe impact on the summer holidays,but it is expected to influence future trips To prepare for the future,interviewees will change some of their behaviours to make sure they have the option to

222、travel despite the increasing prices.At home,interviewees will simply put more money aside for travelling,or change their daily habits to prioritise money for holidays.Additionally,doing thorough research on different aspects of their holiday is mentioned to reduce costs.Initiatives related to direc

223、t travel spending are to simply decrease spending at the destination and to prioritise the necessary things instead of luxury goods.Going for Home behavioural changesConsider cheaper destinationsPut more money aside for travellingChange daily habits to save moneyAccept the higher costsDecreased spen

224、ding at the destinationDo more thorough research at home before choosing the destinationShorter tripsDecreased frequency of travellingTravel in low seasonsDuring travel behavioural changesQ:Do you expect the rising prices to be problematic for future trips?Are there any specific ways you want to pre

225、pare for future?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 39 shorter trips or travelling in the low season to avoid being priced-out of some attractions/experiences are also considered.Lastly,going to cheaper destinations would give more value fo

226、r their money.“You just have to decide if you want to save enough to keep the same level of activity as in the past or if you want to cut out something to save a little money.I think,for the most part,we would try not to have to cut back.We would save more for the trip.”-American international trave

227、ller,Creative Cities segment“We changed the way we live in daily life.With COVID-19,we realised we overconsume,so now,we cook more and save money,so it will not stop me from travelling.I think people are willing to sacrifice things in their life to be able to go on holidays.”-French international tr

228、aveller,History and Ancestry segment For the British respondents in Holiday Habits 2022 by ABTA(October 2022)13,similar findings are found with taking fewer holidays(36%),choosing cheaper travel options(28%),eating out less(23%),and booking cheaper accommodation(22%)being the main ways of cutting ba

229、ck spending.With the different behavioural changes to save money for travel,there are still some aspects of holidays that some interviewees will prioritise and not compromise on.Approximately a fourth of the interviewees will prioritise better accommodation options.An eighth of the interviewees will

230、 prioritise food experiences or cultural experiences/excursions.Meanwhile,two Australian interviewees will prioritise purchasing travel insurance to give them more consumer protection and financial security.”Yes,I would prioritise accommodation.That is the minimum to feel good.I would rather save on

231、 transportation as I do not mind taking the train for long distances.”-French international traveller,Creative Cities segment”Excursions,like the one to the volcanoes.We could not do it without a guide,it is a unique experience,so it is all right to pay a little more.”-French international traveller

232、,History and Ancestry segment”I always travel with insurance,even domestically.Leaving without travel insurance is not smart!With insurance I know I am protected if my flight is cancelled,and I know I have options.”-Australian international traveller,Nature and the Outdoors segment Rachel Read(ETOA)

233、also mentions that she sees tourists currently having pent-up demand,but whether that trend will continue is currently hard to tell.However,she thinks tourists will continue to spend money on experiences.Though prioritisation of hotels is seen among interviewees,Christina Russe(ECTAA)sees restaurant

234、s and accommodation businesses requesting additional support in order to maintain their financial liquidity due to their higher costs.“As an initial trend,we saw people wanting to spend a little more on a premium flight seat in a less crowded cabin or upgrade a hotel room because they have not been

235、away for so long.Whether that will continue is a bit difficult to say.People want to spend on an experience,so being in a place,and not necessarily going to a museum,but food in a restaurant or living a bit more with the people and experiencing instead of visiting.”-Rachel Read,ETOA 13 https:/ STUDY

236、 ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 40“We have already seen this rising prices in accommodation and the restaurant business.They are crying out that it is very,very difficult for them to sustain business under such circumstances rising prices,an

237、d if it continues,it will be a big problem.”-Christina Russe,ECTAA Unfortunately,the experts do not foresee that the prices will stop rising in the near future as businesses also need to cover their increasing costs.Christina Russe(ECTAA)does not expect the rise in prices to stop until at least into

238、 2023.“We have seen the trend.Prices are going up everywhere.Air transport especially.Energy prices are hitting everybody,and it hits the whole sector.That trend will continue as we go on-as long as the crisis the Russia-Ukraine conflict lasts.Definitely into 2023,we will see prolonged higher prices

239、 in travel and tourism.”-Rachel Read,ETOA 4.3 ATTITUDES TOWARDS TRAVEL TO EUROPEAN DESTINATIONS Rachel Read(ETOA)does not think that the perceptions of Europe were bad before the start of the current period of instability,or that Europe has come out of the pandemic any worse than other continents.”G

240、enerally speaking,European destinations are very good at marketing themselves,they know their USPs Unique selling points,and they are very well communicated and always add new things.I do not think that there was a bad perception of Europe,and I do not think Europe has come out of the pandemic any w

241、orse than anywhere else.”-Rachel Read,ETOA 91%of the interviewees have a positive perception of Europe as a tourism destination When the interviews were conducted,the attitude towards Europe as a tourism destination was positive for 91%of the interviewees.The level of enthusiasm varies,but only four

242、 expressed that they have a negative perception of Europe.The main positive aspect of Europe is the many different cultures that can be experienced within a small continent.This leads to the second most mentioned aspect;everything is close,and it is easy to travel between countries.These two aspects

243、 are primarily driven by the French,German,and Italian interviewees.For Europeans,this means that they do not have to travel far to experience new things while still being relatively close to home.Europe is also a continent with many things to do and see,offering great variety for tourists visiting

244、the different countries.”It is full of cultures,languages,so many different architectures,monuments,stories and religions.”-French international traveller,History and Ancestry segment”Cultural diversity,you can see and experience a lot,and extreme weather events are rather unlikely.”-German internat

245、ional traveller,Nature and the Outdoors segment”You can leave Friday morning,arrive at your destination for lunch,then fly back Monday afternoon and be at work Tuesday.”-French international traveller,Creative Cities segment STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOUR

246、ISM RECOVERY PHASE 2 41 The American and Australian interviewees are all positive about Europe;but are more concerned about the Russia-Ukraine crisis.They are generally sympathetic to Ukraine,and the European Union gets some kind words about their handling of the crisis from one interviewee,though a

247、nother perceives a potential division in the European Union between the western and eastern countries.The American and Australian interviewees are the primary drivers for the first two negative aspects;uncomfortable with the Russia-Ukraine crisis and concerned about visiting neighbouring countries t

248、o Russia.I am definitely worried about it(the Russia-Ukraine crisis).”-Australian international traveller,Creative Cities segment”My impression of Europe has improved because of the position that the European Union took in the Russia-Ukraine war because they support Ukraine,and I do as well.So actua

249、lly,I feel more sympathetic towards Europe,except for a few countries.-American international traveller,Nature and the Outdoors segment”For me,it is always going to be positive.I am very much aware of the problems that Europe is facing right now.It is going to be a tough winter.And to be honest,I am

250、 worried about the integrity of the European Union.Because what I am seeing from a distance is that the European Union has broken into two blocks,west and east,and they are not on the same page because their exposure to risk is significantly different.-Australian international traveller,Nature and t

251、he Outdoors segment STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 42 Graph 13:Positive and negative aspects of Europe mentioned by interviewees The interviewees who have a negative perception mentioned that Europe does not provide the same tourist ex

252、perience as other continents like Asia,where cities are awake 24/7.Two British interviewees are more focused on how the political situation has negatively influenced them.”I do not find Europe to be attractive.I rather want to save for longer trips outside of Europe.I have also noticed that my frien

253、ds are also focussing more on locations outside of Europe.-Dutch international traveller,Creative Cities segment”I would have to say it is quite negative.Firstly,you have Brexit in the UK,and then you have a lot of far-right movements,and then you have the situation in Ukraine-and energy prices risi

254、ng in Germany.-British international traveller,History and Ancestry segment Based on the perceptions about Europe,most interviewees are open to the western part of Europe,where Germany,Portugal,France,Greece,Italy,the Netherlands and Spain are the most mentioned countries.The picture is very similar

255、 to Phase 1 of the study,but with Germany and Spain switching places.0246810121416Terrorism riskThe UK feels further away after BrexitPotential energy crisisOther continents are more attractiveConcerned about visiting neighbouring countriesUncomfortable with the Russia-Ukraine crisisProviding solida

256、rity to UkraineThe removal of restrictions has made travelling easierExtreme weather is more unlikelyEurope has some great citiesEurope offers great natureOffers all types of holidaysThere are a lot of things to do and seeEverything is close short distance between countriesMany different cultures to

257、 experienceCountQ:What has influenced your perceptions positively and negatively about travel to Europe?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 43 Graph 14:European destinations interviewees are open to visiting As in Phase 1,the interviewees a

258、re brief about the countries they would like to visit.They are more detailed about the countries,they would like to avoid,which mostly range from only Russia and Ukraine to most of Eastern Europe.Of all interviewees,37%said they will avoid countries neighbouring Russia and Ukraine,while 7%mentioned

259、they will avoid Eastern Europe.The different levels of avoidance are primarily based on their perception of the crisis implications on the surrounding countries.The perception that the war will not affect other parts of Europe than perhaps the neighbouring countries is also seen when the interviewee

260、s are asked about which countries they see as safe.Here most consider Europe safe,but caution is seen for the countries neighbouring Ukraine.”I honestly think any place is safe except the Baltic countries.So,I think with the current situation that Estonia,Latvia and potentially Romania are at higher

261、 risk than any place west from there.And that is because of the proximity-because if anything happens,they are much closer to the danger zone.-Australian international traveller,Nature and the Outdoors segment”Scandinavian countries are considered safe,however,in Europe,no country is really insecure

262、.-German international traveller,Nature and the Outdoors segment Christina Russe(ECTAA)guesses that the perception of Ukraines neighbouring countries being unsafe may be related to them being mentioned in the news,but she does not understand the uneasiness about the neighbouring countries.0246810121

263、41618Other countriesSwitzerlandSwedenBelgiumDenmarkSpainNetherlandsItalyGreeceFrancePortugalGermanyCountFranceGermanyItalyNetherlandsUKUSAAustralia*Due to the size of the graph,countries mentioned by only one or two respondents are collected in Other countries.It includes:Albania,Croatia,Czech Repub

264、lic,England,Finland,Iceland,Latvia,Luxembourg,Norway,Poland,Russia.Q:Based on the perceptions you mentioned,which European destinations are you open to visiting?Which destinations would you rather avoid?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 4

265、4”It is purely a consumer perception that the neighbouring countries are deemed not to be safe-why that is not understandable for me-maybe because they are mentioned more in the news.But they are totally safe.We have not heard of a single incident in those countries at the time of the interview 14.-

266、Christina Russe,ECTAA The interviewees agree that the war will only affect Western Europe indirectly through inflation.The experts have also observed this insight,with the cost of living being a more critical factor for consumers confidence.Additionally,Rachel Read(ETOA)highlights the wars impact on

267、 long-haul tourists due to the increased costs of flying around the conflict zones closed airspace.“I think that when the war stops,it will not have a lingering effect.Americans will forget it pretty quickly,but I think the inflation will have a longer impact.”-American international traveller,Creat

268、ive Cities segment“The Ukraine situation is not as big a factor as,say,the general cost of living.The main issues are the long-haul visitors flying over the airspace of Russia and Ukraine,not being able to come,or having to go the long way around,and that being more costly because of the fuel cost t

269、o go for a different route.From that aspect,it has not had that big of an impact,as for example,the COVID-19 restrictions.But of course,people are concerned about the impact it has on energy prices because that then puts the cost up.Generally speaking,people are mostly concerned about conflict if th

270、ey are going to the conflict zone,which we have seen with other things like the Gulf war.”-Rachel Read,ETOA Furthermore,Rachel Read(ETOA)does not think the war will have a lingering effect on how the tourism sector will greet Russian citizens after countries lift their visa bans.They will be able to

271、 differentiate between the citizens and the government.However,she does foresee that Ukraine may suffer in the longer-term as a destination because the destruction will affect its appeal as a tourist destination.“Generally speaking,the hospitality industry probably does not have bad feelings towards

272、 Russian citizens who are caught up in something.I think people generally make that separation between the population and the government.With Ukraine,with all the damage,that will affect its appeal as a tourist destination.”-Rachel Read,ETOA Looking at the most intriguing types of trips,Nature and t

273、he Outdoors,City Breaks,and Culture and Heritage are at the top of consumers wish lists as they were for summer vacations.Sun and Beach is the fourth most desired trip type,with Touring and Road Trips in fifth place.This was primarily due to the German interviewees who expressed a great interest in

274、going to warm destinations as the reason for travelling internationally,while four of them mentioned having used a rental car to travel during the summer holidays.As in Phase 1,not many types of trips are mentioned as not being fascinating.However,around every fifth interviewee is uninterested in go

275、ing on cruises.The reasons vary between cruises being for the more mature crowd,seasickness,potential sanitary issues,or just not being appealing.”We are actually not going to do any cruises until they have dealt with the sanitary issues that you hear so much about.-American international traveller,

276、History and Ancestry segment 14 After the missile strike at the Polish-Ukrainian border,this is no longer the case.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 45”I would potentially be interested in a cruise,but I still have a perception that cruis

277、es are for older people,so I do not know if I am old enough to be there.-British international traveller,Nature and the Outdoors segment Graph 15:Types of trips interviewees find most intriguing 02468022242628CruiseAttending an EventWellness and RelaxationVisiting Friends and RelativesCul

278、inary TripTouring and Road TripSun and BeachCulture and HeritageCity BreakNature and the OutdoorsCountFranceGermanyItalyNetherlandsUKUSAAustraliaQ:Which types of destinations,types of trips and experiences do you find more intriguing/fascinating?And less intriguing/fascinating?STUDY ON EXPLORING CON

279、SUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 46 FUTURE EXPECTATIONS AND DESIRES FOR EUROPEAN TRAVEL DESTINATIONS CHAPTER 5 STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 47 5.FUTURE EXPECTATIONS AND DESIRES FOR EUROPEAN TR

280、AVEL DESTINATIONS MAIN FINDINGS Looking towards an uncertain future with rising prices,a potential energy crisis over the winter,climate change,and the prolonged war in Ukraine,there are many factors to be considered by tourists when choosing their next destination.Additionally,the future brings the

281、 possibilities of progression in terms of initiatives enhancing the tourist experience or more environmentally-friendly travel options.Right now,the booking outlook is encouraging according to ECTAA,but looking further into the winter and 2023,it becomes harder to predict due to the uncertainties br

282、ought by inflation.”Looking at the outbound markets like Germany and the UK,it would suggest that the bookings are still relatively good,and then everything after that autumn,winter and even everything in relation to 2023 is a clear question mark.It is not certain how it will develop because of the

283、high prices and inflation-and we do not know the disposable income.People will continue to travel at least they will most certainly take their main vacation,you know,the summer holidays,but many indicated they will reduce the number of trips,and when they are on vacation,maybe they will spend a litt

284、le less money,and maybe also prolong the stay in the destinations.-Christina Russe,ECTAA 5.1 KEY FEATURES WHEN CHOOSING THE NEXT DESTINATION Despite current uncertainties,when the interviewees start planning their next trip,the aspect they will consider the most is cultural diversity.However,the pri

285、ce of travelling and travelling closer to home are also important aspects for selecting the next destination,which is also acknowledged by Rachel Read ETOA.Thus,getting value for money is essential.”A good culture is important.It must be easy to get around,so good transport length,so I can go see di

286、fferent parts of the city.I would also like good value for money.”-British international traveller,Creative Cities segment”People are nervous about booking another long-haul trip in some instances when interest rates may go up,and they might not get a salary increase.So,there is a bit of nervousness

287、.”-Rachel Read,ETOA Another aspect is visiting a new destination as visiting familiar places can decrease the desire for discovery and result in more time in the hotel room,whereas a new destination gives a reason to go exploring.Furthermore,The key features to be considered by interviewees when cho

288、osing their next destination are to find interesting cultures,the price,and to travel closer to home.By the end of 2022,the interviewees think that tourism in Europe will face difficulties due to the increased costs of living and uncertainty surrounding the Russia-Ukraine war or COVID-19.Yet,in the

289、long-term(2023 and beyond),tourism will start to recover again.The short-term suggestions for improving the tourism sector primarily focus on getting the airline industry back on track,whereas the long-term suggestions focus on sustainable initiatives.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND

290、 EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 48 COVID-19 has not been completely left behind;some interviewees will still consider the sanitary standards or avoid overcrowded destinations.”The primary driver is to visit new places.We have made a couple of trips to Rome,and when you go back the se

291、cond time,you spend more time in the hotel,as you are not as motivated to see it all again.Been there,done that.”-American international traveller,Creative Cities segment”Hygiene is something I will look for,and the destination must be accessible by car or train.”-Dutch international traveller,Natur

292、e and the Outdoors segment”I will seek a destination with a wide range of possible activities,but it must not be too crowded.”-German international traveller,Nature and the Outdoors segment Graph 16:Key features considered when choosing the next destination 5.2 THE FUTURE OF TOURISM IN EUROPE Predic

293、ting the future,with uncertainties such as the evolution of COVID-19 over the winter and the Russia-Ukraine war,can be challenging.Thus,interviewees do not fully know what to expect in the future.Expedia Group Media Solutions is currently seeing a positive trend with no slowdown,and their partners a

294、re more selective about which consumers they attract compared to before.“It depends on what course the pandemic takes,so if it is completely over in a year,it is going to be great.But if there is a new variant that emerges,then we might go back to 2020,where everything will be restricted.At this mom

295、ent,we are living in a time of uncertainty.”-American international traveller,Nature and the Outdoors segment“We see a positive trend.We see a huge demand from our partners,primarily destinations,to bring the right consumers to their destinations.Last year everyone wanted anyone back;now,people are

296、starting to go back to sustainability and thinking about mass tourism and not overwhelming the destinations.So far,Interesting culturePriceGeographical proximityDiscover new placesAttractions availableWeatherTransportation optionsSanitary concernsNature or seasideCrowdednessTravel insuranceMost ment

297、ioned key features to consider when choosing next destinationQ:What are the key features you will consider when choosing your next travel destination?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 49 we have not seen any slowdowns.The competition is b

298、ig.Of course,things will reflect eventually.So far,the strong Dollar was the benefit for the European industry.We have not seen a slowdown in that,and we do not know the future,so for now,it is all positive.”-Expert from Expedia Group Media Solutions In the 21st edition of the Holiday Barometer by I

299、psos and Europ Assistance15(June 2022),inflation has the greatest impact on the enthusiasm and desire to travel in 2022.The consensus among most interviewees is that they believe tourism in Europe will face difficulties in the short-term due to the higher living and travel costs,resulting in fewer t

300、ourists.It is reasoned that some European families will not prioritise travelling but maintain their living standards at home instead.Contrary to the general consensus,20%of the interviewees in this study think the tourism sector will see a continued recovery,and they are optimistic about the future

301、 of tourism in Europe.“I think that less people will travel and that the holidays will become shorter because of the high inflation.People have to make really good choices about where to spend their money,so I think travelling will be a victim of that.”-Dutch international traveller,Creative Cities

302、segment“I think we are going to see a lot more people travel.Even though the prices continue to go up,I still expect travel to increase.I expect the inflation to go on and especially for gas.Other than that,I think people are ready to embrace travel again.So,it is going to be pretty much back to nor

303、mal,would be my expectation.”-American international traveller,Creative Cities segment“Europe will still be heavily visited,even if the price of flights has increased.The great desire for travelling came back in these last months.-Italian non-international traveller,History and Ancestry segment 5.3

304、IMPACTS OF CLIMATE CHANGE The interviewees acknowledge the global impact of climate change.The more extreme weather has not gone unseen,impacting the sentiment to travel to severely affected destinations.However,while all acknowledge climate change,the interviewees are divided into three groups in t

305、erms of their contribution to combating climate change:1.Those who change their habits overall to help combat climate change(28%);2.Those who consider climate change and may have changed their habits at home but not on holidays(15%);3.Those who have not changed their habits at all(43%)16.The first g

306、roup tries to change their mode of transportation when travelling.One interviewee requests help navigating all the information about environmentally-friendly initiatives to make better choices,but she feels the information can be contradicting.Those from an island nation can have difficulty finding

307、other modes of transportation than planes,but one always pays extra to offset their carbon footprint.“Our tickets always involve the carbon footprint.Yes,we all have a carbon footprint because of our flights,and if that costs us money,then we have to decide to travel or not.”15 https:/media.europ- T

308、he share does not sum to 100%as not all interviewees answered the question.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 50-Australian international traveller,Creative Cities segment“I think there is a lot of misinformation regarding climate change-t

309、here are a lot of contradictions as well.It is hard to navigate what to do.I have been travelling choosing electric cars to Uber-but then there come contradictions regarding the batteries because,apparently,they are not as good for the environment as we have been told it is hard to know what is fact

310、ual.I think it would be wonderful with clear environmentally-friendly/sustainable guidelines.”-British international traveller,History and Ancestry segment The second group considers the impact of climate change and may partake in climate-friendly initiatives at home.However,wanderlust can prevail,r

311、esulting in the climate becoming a less important consideration on holiday.“It will definitely have an impact but for the time being,the wanderlust prevails.”-German international traveller,Nature and the Outdoors segment“I do think about sustainability in my everyday life,but I do not prioritise it

312、 when I am on holiday.”-Dutch international traveller,Nature and the Outdoors segment Lastly,the largest group is those who do not change their habits at all.However,climate change may result in a potential change of destination in case the country becomes too hot or is affected by extreme weather.“

313、It is like everything else.We will have to live with it and adapt to the higher temperatures.When it is cold,you get dressed;when it is hot,you freshen up.”-French international traveller,Nature and the Outdoors segment The interviewees may be aware of climate change and try to mitigate against it d

314、uring their daily life,but“forget about it”when travelling.This is also the story Christina Russe sees in ECTAAs figures.“Consumers are more aware of it climate change,and they say they want to travel more sustainably,and one way to do it is to reduce the number of trips and stay longer.But whether

315、this already effectively takes place is not quite sure yet-many of these surveys say they are willing to travel more sustainably,but we do not see that in the figures-yet!Certainly,more for business travel,because the corporate companies have to report on their sustainability-but for leisure I am no

316、t sure whether they have changed their travel behaviour.”-Christina Russe,ECTAA 5.4 TOURISM PRODUCTS AND SERVICES Looking at the interviewees desired changes or general suggestions to the tourism sector17,many of the short-term changes(within a year)focus on the airline industry,whereas in the long-

317、term(within ten years),they 17 The tourism sector can refer to transport,accommodation,tourism attractions,experiences,or restaurants.STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 51 focus more on environmentally-friendly initiatives.When consulting

318、with the experts,they believe that tourists want to see more authentic experiences.“If more people want these authentic experiences,then tour operators will maybe make tailor-made products to suit the needs of the consumer.I think the tourism industry is very innovative;they always come up with new

319、services and products.It is an evolving market,and there will always be something new.”-Christina Russe,ECTAA Graph 17:Interviewee suggestions for changes in tourism products and services Short-term suggestions include resolving the labour shortage crisis to reduce queues,avoid cancellations,and dec

320、rease the likelihood of delays-and increasing the number of flight routes.There is also a desire for train travel to be better incentivised to improve the sustainability of the journey between the source market and destination.The wishes for more flight routes are to be able to visit more destinatio

321、ns as there is limited capacity to fly to those destinations from airports nearby.Additionally,some short-haul routes were cancelled and never reopened again,highlighting the need to improve connectivity to regional airports.According to the latest figures from Eurocontrol,both Intra-European and In

322、tercontinental air traffic is at the approximately same level compared to 2019 levels(down 14%and 16%,respectively)18.“I do not want to get my luggage lost,it has not happened to me,but it happened to a lot of people this summer.So,they need more manpower on that one.I think the airlines seem to hav

323、e decreased their standards during the pandemic,but no one has increased them again.The problem is they increased the price and lowered the service.”-American international traveller,Nature and the Outdoors segment“I would like an improvement in the number of flights to reach some destinations.Many

324、destinations are rejected as possible trips because of the limited number of flights during the week.”-Italian international traveller,History and Ancestry segment 18https:/www.eurocontrol.int/sites/default/files/2022-11/eurocontrol-comprehensive-air-traffic-assessment-20221125.pdf Short-term(1 year

325、)Changes in tourism products and services offered by the sector Increased flight routesResolve labour shortages and highlight the variety of jobs to boost interest in aviation industry careersIncentives to undertake more sustainable travelProvide discounted rail travel to incentivise the use of publ

326、ic transportDevelopa website for all European countries where all the needed information about the destination is collected and the possibility of buying tickets for attractions is possible.Long-term(10 years)Changes in tourism products and services offered by the sector Provide more eco-friendly tr

327、avel optionsBeing able to see the level of emissions as a result of the tripInvestment in better infrastructure for trainsAccessible train stationsIntroduction of a tourism fee contributing to the conservation of natureQ:What changes,if any,in tourism products and services offered by the would you l

328、ike to see within the next year?What would you like to see within the next 10 years?STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY PHASE 2 52“The biggest thing for me is for more short-haul routes to reopen.We have talked about the long queues in Manchester A

329、irport making me reluctant to go there,but the second complaint I have is that a lot of short-haul flights to and from Manchester were cancelled and have not yet come back.Although a lot more flights are being reinstated in big hub airports,there is still a long way to go to get regional airports li

330、ke Manchester back to what they were.”-British international traveller,History and Ancestry segment The suggestions to incentivise sustainable travel options are meant to nudge tourists away from flights for shorter journeys and onto other transportation modes.In particular,one interviewee proposes

331、that incentives such as the youth advantage cards distributed by the National Society of French Railroads(SNCF)should be available for all age groups to improve the reach of any sustainable travel incentivisation scheme.“I would love some incentive to travel with the Eurostar,especially financial in

332、centive-because that is what people need to change their behaviour.”-British international traveller,Creative Cities segment“It could be great to have a card,I think SNCF does it for younger people,but they should do it for older people too.It would push people to take public transport instead of th

333、eir personal cars,and they will travel more.”-French international traveller,Creative Cities segment Environmentally-friendly travel initiatives are the primary suggestions for future changes in the products and services offered by the sector Lastly,two interviewees suggest making a destination-wide website collecting all the relevant information for tourists and allowing tourists to purchase tick