Mais conteĂșdo relacionado Semelhante a Trip barometer september 2013 the global traveller economy (20) Trip barometer september 2013 the global traveller economy1. TripBarometer by TripAdvisor
The Worldâs Largest
Accommodation & Traveller Survey
Key Findings â September 2013
© Copyright 2013 Daniel J Edelman Inc.
Intelligent Engagement
1
2. The Global Travel Economy
© Copyright 2013 Daniel J Edelman Inc.
Intelligent Engagement
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3. Travel economy trends for the next two years
The global traveller in 2013 will be doing the majority of their travelling within their
home market, although this trend is due to change in the coming years
As travellers look to the future, their plans for holidays are becoming more
expansive with an increased willingness to travel further afield
This trend is supported by increasing confidence in the economy and an
admission that they will be taking more holidays and are willing to make
sacrifices in other areas to help make travel possible
Accommodation businesses must be aware of this increasing trend â
many already are, with a significant number planning to increase
room rates in 2014 to response to increased demand and
to stay in line with their competitors
Globally, accommodation businesses are feeling more
optimistic about their future profitability and this
increased confidence is driving investment
in their businesses
85% are planning to
travel in their home
market this year
1 in 3 feel optimistic
about the global
economy
4. Only 1 in 3 global travellers is optimistic about the
economy
Regional Sentiment:
NET Pessimistic: 27%
41%
NET Optimistic: 32%
âąâŻ
âąâŻ
âąâŻ
âąâŻ
25%
23%
âąâŻ Central/ South America
âąâŻ Asia
Australasia
Middle East
N. America
Africa
âąâŻ Europe
Neither Nor
Pessimistic
7%
4%
Very pessimistic
Optimistic
Quite pessimistic
Neither optimistic nor
pessimistic
Quite optimistic
Very optimistic
Q19 Base: All Respondents
4
© Copyright 2013 Daniel J Edelman Inc.
Intelligent Engagement
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5. Four in ten travellers are planning to increase their travel
budget in 2014
NET Less:
22%
In 2014, travellers are also
planning to take more holidays
NET More:
39%
39%
âąâŻ 20% increase in the number
of shorter holidays
âąâŻ 11% increase in the number
of longer holidays
20%
3%
5%
7%
76% to 100% 51% to 75% 26% to 50%
less
less
less
Q16b Base: All Respondents
5
© Copyright 2013 Daniel J Edelman Inc.
11%
8%
4%
1% to 25% Stay the same 1% to 25%
less
more
2%
3%
26% to 50% 51% to 75% 76% to 100% More than
more
more
more
100% more
NB: Results have been rebased excluding âdon't knowâ responses
Intelligent Engagement
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6. Africa, South America and Central America are most
likely to spend more on travel in 2014
NET Increase Budget
NET Decrease Budget
59%
48%
21%
Africa
47%
22%
24%
South
America
Central
America
Q16b Base: All Respondents
6
46%
© Copyright 2013 Daniel J Edelman Inc.
42%
38%
36%
28%
27%
22%
Middle East
39%
35%
Asia
20%
Australasia
Europe
22%
North America
22%
Global
NB: Results have been rebased excluding âdon't knowâ responses
Intelligent Engagement
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7. Despite lower levels of economic confidence, Europeans
will not reduce their travel plans in the future
âąâŻ Those regions influenced by emerging markets are most likely to have increasing levels of confidence (Asia,
Central and South America) and, as a result, be willing to increase their holiday.
âąâŻ However, being positive about the economy is not the only indicator to willingness to spend and travel.
âąâŻ Europe is the most pessimistic region regarding the economy but this does not mean Europeans will be
spending less on their travels in the future, due to two key factors:
Total
15%
18%
I would never spend less on holidays, they are too important
Europe
27%
22%
The global economy
Q17 Base: Those who plan to spend more
Q18 Base: All Respondents
7
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Intelligent Engagement
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8. Having the opportunity to discover their own country
is the main reason behind local travel
âąâŻ
Central and South Americans are the most likely to say that they want to explore their own country (52% and
45% respectively), while North American and Middle Eastern travellers are the most likely to think that
travelling in their home market is cheaper (37% and 36% respectively vs. 27% overall)
42%
29%
27%
18%
I want to
discover my
own country
8
Visit family
It's cheaper
© Copyright 2013 Daniel J Edelman Inc.
I've always
gone on
holiday in my
own country
16%
I save time
travelling
14%
16%
10%
I don't lose a It's easier with
day or several the children
days travelling
6%
3%
No jetlag
I don't like
flying
I have no
interest in
travelling
abroad
15%
Other
Not applicable
3%
Intelligent Engagement
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9. Many markets, especially those which are emerging, are
willing to use credit to pay for holidays
32%
37%
53%
45%
47%
40%
41%
30%
14%
Global
17%
13%
South America Central America
50%
30%
43%
30%
57%
27%
16%
17%
14%
13%
Asia
North America
Middle East
Australasia
63%
29%
72%
No, I will not or did not
use credit to pay for the
holiday
Yes, I will pay or paid for
part of it on credit
Yes, I will pay or paid for
it all on credit
16%
6%
8%
Africa
Europe
Q14 Base: All Respondents
9
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10. South and Central America â Plans to use credit
33%
51%
32%
44%
37%
47%
No, I will not or did not use credit
to pay for the holiday
Yes, I will pay or paid for part of
it on credit
Yes, I will pay or paid for it all on
credit
10%
Argentina
18%
13%
Brazil
Mexico
Q14 Base: All Respondents
10
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11. North America â Plans to use credit
42%
51%
Yes, I will pay or paid for part of
it on credit
27%
30%
26%
Canada
No, I will not or did not use credit
to pay for the holiday
Yes, I will pay or paid for it all on
credit
16%
US
Q14 Base: All Respondents
11
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12. Asia â Plans to use credit
28%
51%
47%
54%
49%
Yes, I will pay or paid for part of
it on credit
51%
29%
40%
17%
11%
India
Indonesia
No, I will not or did not use credit
to pay for the holiday
28%
19%
17%
Japan
Malaysia
42%
Yes, I will pay or paid for it all on
credit
8%
Thailand
Q14 Base: All Respondents
12
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13. Europe â Plans to use credit
48%
84%
73%
79%
51%
85%
78%
94%
24%
31%
17%
11%
2%
Russia
8%
UK
12%
2%
Spain
15%
6%
4%
Germany
Italy
Yes, I will pay or
paid for part of it on
credit
23%
3%
1%
France
No, I will not or did
not use credit to
pay for the holiday
16%
4%
Turkey
Greece
Yes, I will pay or
paid for it all on
credit
Q14 Base: All Respondents
13
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14. Australasia â Plans to use credit
58%
55%
27%
29%
13%
12%
Australia
New Zealand
No, I will not or did
not use credit to
pay for the holiday
Yes, I will pay or
paid for part of it on
credit
Yes, I will pay or
paid for it all on
credit
Q14 Base: All Respondents
14
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Intelligent Engagement
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15. Middle East and Africa â Plans to use credit
43%
63%
No, I will not or did not use
credit to pay for the holiday
Yes, I will pay or paid for
part of it on credit
Yes, I will pay or paid for it
all on credit
30%
29%
14%
Egypt
6%
South Africa
Q14 Base: All Respondents
15
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Intelligent Engagement
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16. Holidays represent a reward for people and this is
something they are willing to make sacrifices forâŠ.
âąâŻ
âąâŻ
âąâŻ
European and Asian travellers believe holidays are too important to spend less on
South and Central Americans have been saving up
Asian and Middle Eastern travellers believe they and their family deserve it
35%
28%
26%
25%
24%
15%
I have been saving up for I think I deserve to spend
something special this year
more on myself
My family deserve it
I am more confident about I would never spend less
the economy
on holidays, they are too
important
2%
Other
Don't know
Q17 Base: Those who plan to spend more
16
© Copyright 2013 Daniel J Edelman Inc.
Intelligent Engagement
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17. The good, the bad, and the ugly side of holiday sacrifice
Travel takes priority
over other family
commitments
Net: 10%
51%
43%
40%
38%
31%
28%
22%
Nights out
(alcohol, club
fees)
Meals out
Clothes or Entertainment
personal items expenditure
expenditure
Cigarettes
Gifts
19%
Travel
Home
expenditure improvements
(walking or
getting the bus
instead of
tube,
downgrading
travel class)
16%
Charity
donation
13%
Grocery
expenditure
7%
7%
Childcare
Child's
extracurricular
activities
5%
Child's
education
12%
None of these
Q33 Base: All Respondents
17
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18. Overall, accommodation businesses are optimistic
about their profitability in 2014
NET Optimistic
NET Pessimistic
79%
68%
9%
Total
74%
6%
Central America
74%
6%
Asia
72%
6%
North America
72%
8%
Middle East
70%
7%
South America
67%
8%
Africa
56%
9%
Australasia
14%
Europe
Q28 Base: All respondents
18
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Intelligent Engagement
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19. Hoteliersâ increased optimism is reflected by a significant
number of owners increasing room rates in 2014
2012
Key reasons identified by business owners for increasing
room rates were:
52%
1.⯠Paying for increased overheads
2.⯠Increased demand
3.⯠Staying in line with competition
Supporting the suggestion that the cost increase is a trend
seen across the board in response to the increasing
numbers of trips which travellers are taking
49%
42%
0%
0%
4%
2013
38%
2%
2%
Decrease a lot Decrease a little Remain the same Increase a little
2%
Increase a lot
Q25 Base: All respondents
19
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20. Increased confidence is driving investment in
business
Marketing or advertising
14%
34%
Small scale renovations (e.g. refurbishments,
redecorations)
13%
34%
Staff training
13%
Large scale renovations (e.g. new building,
remodeling)
11%
Back office (IT, accounting, etc.)
Staff hiring
6%
4%
Much more
44%
36%
26%
5%
38%
16%
26%
16%
8%
4% 3%
48%
About the same
4%
1%2%
6%
52%
17%
Somewhat more
3%
2%
5% 3%
Somewhat less
Much less
Q24 Base: All respondents
20
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Intelligent Engagement
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21. Over time, travellers plan to visit long-haul and interregional destinations
âąâŻ
âąâŻ
âąâŻ
In the short term, consumers choose their home market and region as the preferred destination. However,
when looking at future trends in 2 yearsâ time, international destinations are being considered as an
appealing alternative to their local markets*
Europe will still be perceived as the preferred destination, not only by Europeans but also by their
international peers
Middle Eastern, South American and European travellers are the most likely to say that they will travel to
Europe in 2 yearsâ time (42%, 41% and 40% respectively)
33% 32% 33%
27%
24% 23%
20% 18% 19%
8%
NET: Europe
NET: North America
NET: Asia
8%
© Copyright 2013 Daniel J Edelman Inc.
6%
NET: South America
6 months
21
8%
7%
8%
NET: Central America
12 months
2 years
5%
7%
8%
NET: Middle East
4%
5%
9%
NET: Australasia
4%
4%
7%
NET: Africa
*See following slides for full breakdown
Intelligent Engagement
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22. Local travel prevails in the current climate
âąâŻ
Consumers are staying close to home when taking a holiday, with local destinations being chosen by the
majority:
Region
Total
NET: Africa
NET: Asia
NET: Australasia
NET: Central America
NET: Europe
NET: Middle East
NET: North America
NET: South America
4%
29%
5%
10%
44%
8%
37%
11%
Africa
Asia
Australasia
Europe
Middle East
87%
10%
5%
1%
19%
8%
8%
2%
3%
92%
8%
1%
21%
8%
19%
1%
2%
46%
77%
2%
19%
5%
14%
2%
7%
13%
2%
4%
91%
10%
13%
2%
4%
8%
1%
1%
19%
83%
4%
1%
North America Central America
2%
8%
4%
20%
24%
4%
83%
3%
1%
4%
0
75%
16%
0
50%
10%
South America
2%
3%
2%
6%
25%
3%
25%
86%
âąâŻ Australasians and Central Americans are more likely to consider more distant destinations, although remain
relatively close to their country, ie Asia and North America respectively
âąâŻ Aside from receiving a large number of domestic visitors, Europe and North America stand out as the preferred
destinations for international travel
22
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23. In 6 months
Region
Total
NET: Africa
NET: Asia
NET: Australasia
NET: Central America
NET: Europe
NET: Middle East
NET: North America
NET: South America
23
© Copyright 2013 Daniel J Edelman Inc.
Australasia Europe Middle East
North
America
Central South
America America
Africa
Asia
4%
58%
3%
2%
5%
9%
2%
2%
3%
20%
7%
65%
25%
8%
13%
5%
3%
3%
4%
3%
6%
53%
1%
6%
2%
1%
2%
6%
1%
1%
1%
3%
4%
10%
49%
5%
33%
10%
15%
14%
71%
35%
15%
12%
18%
5%
5%
7%
3%
5%
59%
1%
2%
4%
27%
4%
10%
10%
9%
9%
64%
39%
16%
8%
2%
2%
2%
2%
7%
2%
9%
66%
Intelligent Engagement
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24. In 12 months
Region
Total
Â
Â
NET: Africa
NET: Asia
NET: Australasia
NET: Central America
NET: Europe
NET: Middle East
NET: North America
NET: South America
24
© Copyright 2013 Daniel J Edelman Inc.
Middle
East
North
America
6%
13%
3%
2%
4%
27%
11%
19%
5%
5%
6%
8%
36%
2%
5%
3%
2%
4%
1%
2%
2%
4%
6%
11%
28%
8%
31%
21%
20%
18%
55%
38%
18%
23%
27%
7%
7%
8%
3%
8%
47%
2%
4%
7%
24%
6%
14%
10%
13%
13%
46%
32%
23%
8%
6%
4%
4%
3%
9%
4%
17%
42%
Africa
Asia
Australasia Europe
4%
40%
4%
2%
18%
10%
49%
5%
5%
7%
Central South
America America
Intelligent Engagement
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25. In 2 years
Region
Total
Africa
Asia
Australasia Europe
Middle
East
North
America
Central
America
South
America
NET: Africa
26%
7%
5%
8%
13%
5%
6%
8%
NET: Asia
19%
13%
36%
22%
17%
26%
9%
13%
13%
NET: Austalasia
9%
10%
12%
27%
9%
15%
7%
5%
8%
NET: Central America
8%
3%
4%
3%
7%
9%
9%
22%
11%
NET: Europe
33%
29%
27%
27%
40%
42%
28%
37%
41%
NET: Middle East
9%
11%
11%
5%
8%
44%
4%
10%
11%
NET: North America
23%
17%
17%
17%
19%
16%
34%
20%
23%
NET: South America
25
7%
9%
7%
7%
5%
7%
9%
6%
12%
25%
© Copyright 2013 Daniel J Edelman Inc.
Intelligent Engagement
25
26. An interest in exploring the unknown drives international
travel, as the further the travel, the bigger the dreamâŠ
âąâŻ
âąâŻ
âąâŻ
Europeans are most likely to be motivated by escaping the weather, getting a sun tan and experiencing
another culture
Travellers from the Middle East are looking to escape their life at home when they travel
However, exploring the unknown also explains the motivation behind 42% of individuals travelling within their
own country
38%
30%
23%
23%
20%
16%
14%
13%
10%
9%
9%
9%
8%
2%
Explore another
Experience
I've always dreamt
culture
something specific of going there
to that place
26
© Copyright 2013 Daniel J Edelman Inc.
Looks fun
Explore new food To forget about my To escape the
life at home
weather at home
Visit family
Recommendation
from friends and
family
It's cheaper
To get a sun tan
Got a great deal
I will be on
In order to show off
business and have
to others
added the holiday
on
Intelligent Engagement
26
27. âŠwith Europe being seen as the ultimate dream
destination
âąâŻ
âąâŻ
âąâŻ
Central Americans are the most likely to say that their dream destination is in Europe (40%). Only Asian and
Middle Eastern travellers perceive their own regions as the ideal destination (27% and 40% respectively)
Half would like to travel with their partner (51%) and a third with their family. Interestingly, 1 in 10 Asians
would travel alone and a further 19% would go on holidays with their parents.
14% would ideally travel in September, rising to 16% among Europeans and to 17% among North Americans
27%
15%
13%
13%
5%
NET: Europe
27
NET: Asia
© Copyright 2013 Daniel J Edelman Inc.
NET: Australasia
NET: North
America
4%
4%
3%
NET: Middle
East
NET: Africa
NET: South
America
NET: Central
America
Intelligent Engagement
27
29. Future travel
In 2 yearsâ time
29
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31. Reality vs. the dream
Current travel
Dream holiday
31
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