Ipsos / Europ Assistance barometer
Intentions and Concerns of
Europeans in relation to Holidays
Summary
Ipsos / Europ Assistance Group
Tuesday, June 22 2010
Ipsos Public Affairs
Contacts :
Rémy OUDGHIRI
Domitille HERMITE
01 41 98 95 73
01 41 98 91 32
[email protected]
[email protected]
Technical presentation of the Ipsos / Europ Assistance barometer
“Intentions and Concerns of Europeans in relation to Holidays”
From March 8 to April 20 2010, on behalf of Europ Assistance, Ipsos conducted a survey among
a sample of 3,500 Europeans (French, German, British, Italian, Spanish, Belgian and Austrian).
The survey was conducted by telephone, at the home of the people interviewed, using the
quota method (gender, age, profession of head of household, after stratification by region and
by size of agglomeration).
With the 2010 summer holidays approaching, the goal of this study was to ascertain the holiday
plans of people from the countries concerned, their motivations, destinations and the types of
holiday favoured. The Ipsos / Europ Assistance barometer “Intentions and Concerns of
Europeans in relation to Holidays” also aimed to evaluate the risks perceived by tourists, and
their impression of being covered in relation to those risks.
The questions relating to the economic crisis integrated into last year’s Barometer were asked
again this year. Thus, we will attempt to analyse the change in the level of influence the crisis is
having on the way Europeans view their summer holiday.
Finally, this year, to highlight the 10the anniversary of the Barometer, a question was asked
about the major changes that have marked Tourism over the past ten years, with a view to
drawing up a review of the decade through the eyes of Europeans themselves.
The following document presents the key findings of the survey.
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
I. THE EUROPEAN HOLIDAYMAKER STAYS LOYAL TO HIS HABITS,
EVEN IN A TIME OF ECONOMIC CRISIS
The latest wave of the barometer shows that the crisis has not radically disrupted basic holiday
trends, on a European level. At the same time, it confirms how deeply rooted holiday habits are
in the European lifestyle.
The preference for medium duration stays is reinforced
Two-week stays have been progressing continuously since 2008 (43%, + 2 points compared to
2009, +4 points compared to 2008). This increase is very obvious among the French, 43% of
whom (+9 points c.f. 2009) prefer this type of stay. Short stays are still more appealing than
longer stays: 35% (-1 point) will leave for a week or less, vs 27% (-2 points) who will go away
for 3 weeks and more.
As was the case in previous years, short stays mainly concern the Italians: 42% will leave for
one week (+1 point), and the Austrians: 37% will leave for one week (+1 point). In contrast,
the French are still fans of long stays: while fewer of them will leave for 3 weeks than in 2008
(18%, -6 points) in favour of 2-week stays, the progression recorded last year in relation to 4week stays and longer is confirmed (21%, stable).
N.B. compared to 2008, the Spanish are opting more for long stays this year (4 weeks and
more), to the detriment of short, one-week stays.
Total duration of summer holidays
4 weeks and
Less than 1 week
1 week
2 weeks
3 weeks
All
8%
27%
43%
14%
13%
France
3%
15%
43%
18%
21%
Germany
11%
30%
48%
14%
6%
UK
6%
21%
43%
16%
15%
Spain
8%
24%
32%
13%
21%
Italy
12%
42%
42%
9%
9%
Belgium
6%
19%
40%
19%
17%
Austria
13%
37%
40%
11%
8%
more
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
Habits in terms of destinations remain unchanged, the preference for Europe
continues
As concerns the type of destination planned (seaside, countryside, mountains, town or touring),
no notable change can be highlighted. The seaside is still favoured by Europeans (62%, -2
points), far ahead of the other types of destination. As was the case in previous years, the
seaside especially attracts the Italians (73%, -2 points). The British are more attracted than
average to “touring holidays” (29%, -3 points). The mountains generated more interest than
average this year among the Germans (24%, + 8 points) and Italians (24%, +4 points). The
Belgians, until now more attracted to mountains than their European neighbours, have taken a
step back from that destination type this year (20%, -7 points). Finally, intentions to go away to
the countryside, which were dropping in 2008, are back to a stable level this year (15%). The
Belgians and Austrians are the biggest fans of holidays in the countryside.
Moreover, Europe, which collected 80% of departure intentions (+2 points), will once again
represent the favoured destination of Europeans in summer 2010. The hierarchy of countries
favoured within Europe remains stable, with preference still going to the Mediterranean
countries: Italy (19%, -2 points), Spain (16%, -1 point) and France (16%, stable).
48% of Europeans (+2 points) claim that they will stay in their own country. This year we are
seeing a development in national tourism in some countries, a probable sign of rationalisation
and/or of withdrawal following a year marked by economic and financial crisis. This is notably
the case in France, with 60% of French people (+6 points) planning to spend their holiday in
their own country, in Germany (39%, +4 points) and in Austria (34%, +7 points). This
phenomenon is consistent with the drop in “holiday budget” observed in Austria, and especially
in Germany.
Destinations outside Europe remain marginal, except for the French who once again show a
stronger attraction to Africa (10% of them will go to Africa, vs a 5% average).
This year, Europeans are giving priority to rest
Most of the people questioned (60%, +1 point) make looking for “rest” their key motivation,
way ahead of the notion of “discovery” (38%, stable). This hierarchy, consistent with the one
recorded since the barometer was set up, is generally common to all the European countries
questioned.
This preference for rest is stronger in some countries. For example, the UK (64%, +9 points),
Spain (61%, +7 points) and Belgium (66%, -7 points). In the UK, in particular, the need to get
together as a family, at home, has been felt more this year.
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
The Italians (56%, -3 points) and French (53%, -1 point) are the Europeans who least often
give priority to rest, favouring “discovery” more than the average. Out of everything relating to
this “discovery” notion, the French and Italians are particularly attracted to the “discovery of
new cultures”, and a “change of scenery”.
Holidays that tend to be organised…
... in advance
Nor has the crisis disrupted habits in terms of holiday organisation.
For the most part, Europeans anticipate (71%, +2 points) their holidays long ahead of time,
even during an economic crisis. This is notably the case of the Belgians (85%, +11 points),
Germans (80%, +2 points) and Spanish (75%, +7 points).
In contrast, less than one third of the people questioned (28%, -2 points) claimed that they will
decide on their destination at the last minute. The Italians in particular are, as they were in
previous years, most likely to prepare their holidays late (38%, +1 point), followed by the
French (32%, -1 point).
… and independently
As concerns the organisation of stays, the trend observed in 2008 and 2009 in favour of greater
autonomy for holidaymakers is confirmed since the majority of Europeans (70%, stable) claim
to organise their trip themselves by buying separate services, as opposed to 27% (-1 point)
who will buy an all-inclusive package covering transport and accommodation. The choice of
autonomy probably reflects a desire for “control” among Europeans with, as a counterpoint to
this, the idea that this way of doing things can or should enable them to save on their budget.
Note that the independent organisation of holidays is progressing in Spain (71%, +5 points)
and in Belgium (71%, +7 points), while it is dropping in France (73%, -5 points).
The countries most inclined to buy an all-inclusive package are the UK (33%, +1 point) and
Austria (32%, +5 points).
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
… and more and more via the Internet
The increased use of the Internet as a reservation channel is also confirmed.
The Internet, a reservation channel that is obviously and continuously on the rise (53%, +3
points compared to 2009, +6 points compared to 2008), hence consolidates its place as a
privileged reservation tool. The British, increasing their gap in relation to the average, are still
the biggest fans of electronic reservation, with 68% of holidaymakers purchasing via this
method (+8 points). The French, like last year, are in second position, and are gradually being
caught up by the Belgians (54%, +8 points).
Note that 25% of Europeans (-4 points) claim that they will visit a travel agency or tour
operator in person, with this attitude particularly concerning the Italians (35%, -6 points),
Spanish (31%, -2 points) and Austrians (30%, -5 points).
II. THE ECONOMIC SITUATION, STILL UNCERTAIN, INFLUENCES A
NUMBER OF INDICATORS
Since the crisis has not brought about any radical change in the way Europeans envisage their
holiday, we cannot talk in terms of a drastic change in habits. However, the impact – albeit
limited – that the crisis had on holidays in 2009, lingers to a certain extent in 2010.
a. The crisis is still present in people’s minds…
The crisis still influences departure intentions for summer 2010
The effects of the crisis continue to be felt in 2010 in relation to departure intentions, which
have not returned to the levels of 2008: as in 2009, 64% of Europeans claim that they will go
away this year, whereas 67% did so two years ago.
Therefore, the 3-point drop will not be caught up this year.
The alteration in holidaymakers’ behaviour compared to 2008 is particularly obvious among the
Mediterranean populations (-6 points for the French, Italians and Spanish)
But the effect of the crisis is even more striking in relation to plans for “multiple” departures,
which are particularly suffering from the bad socio-economic context. In 2010, as in 2009,
Europeans are considering limiting the frequency at which they go on holiday, quite farremoved from the plans to take several holidays claimed in 2008.
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
This is particularly true for the French and British, 19% and 34% of whom respectively want to
go on holiday several times this summer, whereas the figures were 32% and 42% two years
ago.
Departure intentions by country for the period June to September 2010 inclusive
S/T
Yes, once
All
21%
43%
64%
=
-3 points
Italy
25%
46%
71%
-5 points
-6 points
France
19%
49%
68%
+2 points
-6 points
UK
34%
30%
64%
=
-3 points
Belgium
19%
44%
63%
-1 point
=
Austria
18%
43%
61%
-1 point
-1 point
Germany
13%
46%
59%
+3 points
-2 points
Spain
13%
46%
59%
-2 points
-6 points
Yes
Change compared to 2009
Change compared to 2008
Yes, several times
The “holiday budget” is still affected by the impact of the economic crisis
Whereas in 2009 it was suffering the full effects of households’ unfavourable decisions within
the crisis context, the “holiday budget” seems to have stabilised: the “holiday budget” on a
European level (weighted on the basis of the demographics of each country) has reached 2,083
€ (+17 €), and is clearly having trouble recovering from the drop experienced last year.
This stagnation does however cover contrasting situations according to country. While the
budget is recovering in some countries – it has gone back up considerably in France (+123 €),
in the UK (+142 €) and in Spain (+220 €); on the contrary it is showing a drop in Italy (-72 €),
Austria (-55 €), and particularly in Germany (-194 €). Germany hence joins France and Spain
under the 2,000 € bar.
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
“Holiday budget” 2010
Departure
intentions (change
Intentions to
stay in own
Recap:
Average
Average
budget 2010
Change in
budget c.f.
Change in
budget c.f.
2009
2009 (in %)
c.f. 2009)
country (change
c.f. 2009)
budget 2009
All
64% (=)
48% (+2 pts)
2,066 €
2,083 €
+17 €
+1%
UK
64% (=)
28% (+2 pts)
2,230 €
2,372 €
+142 €
+6%
Belgium
63% (-1 pt)
11% (-1 pt)
2,228 €
2,325 €
+97 €
+4%
Austria
61% (-1 pt)
34% (+7 pts)
2,333€
2,278 €
-55 €
-2%
Italy
71% (-5 pts)
66% (-2 pts)
2,204 €
2,132 €
-72 €
-5%
Germany
59% (+3 pts)
39% (+4 pts)
2,150 €
1,956 €
-194 €
-9%
France
68% (+2 pts)
60% (+6 pts)
1,822 €
1,945 €
+123 €
+7%
Spain
59 % (-2 pts)
59% (-8 pts)
1,659 €
1,879 €
+220 €
+13%
b. … despite signs of recovery
The budget has less influence on the choice of destination
The planned holiday budget, which had been playing an increasing role since 2005 in the choice
of destination, loses influence this year, a sign of some slackening in relation to the financial
aspect of holidays. Indeed, while it constitutes one of the crucial criteria in choosing a
destination, as it did in previous years, today it plays an essential role for 39% of Europeans (-7
points). Thus, climate (41%, -3 points) once again becomes the leading factor intervening in
choice of destination.
In detail, this drop in the impact of the budget in choice of destination can be observed in 4
countries out of 7, and particularly in France (32%, -22 points).
These changes reflect a rekindled desire among Europeans, and especially among the French,
to treat themselves during their summer holidays, if only a little.
N.B. the notion of health risk, despite the heavy media coverage of the swine flu epidemic last
autumn, is playing less and less of a role in the choice of destination (33%, -5 points c.f. 2009,
-9 points c.f. 2008).
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
Hierarchy of choice factors according to countries (“essential” answers)
1st factor
2nd factor
3rd factor
All
Climate
The budget you intend to allocate
Risk of a terrorist attack
France
Climate
The budget you intend to allocate
Risk of a terrorist attack / Possibilities
in terms of leisure and cultural
activities
Germany
Possibilities in terms of leisure and
cultural activities
Climate
Risk of a terrorist attack
UK
The budget you intend to allocate
Climate / Risk of a terrorist attack
Risk of a natural disaster
Risk of a terrorist attack / Health risks
Risk of a natural disaster
Spain
Italy
The budget you intend to allocate
Belgium
Austria
Climate
Possibilities in terms of leisure and
cultural activities
The budget you intend to allocate /
Climate
Quality of the on-site tourist
infrastructures
Risks of a terrorist attack / Climate
Climate
Quality of the on-site tourist
infrastructures
Health risks
Health risks
The influence of the economic crisis on the organisation of holidays seems to have
weakened
The main component of holidays affected by the crisis is still the budget however: the crisis will
have a major influence on the “holiday budget” for 42% of respondents (-2 points).
But the declared influence of the crisis on the organisation of holidays is dropping slightly.
Hence the crisis is discreetly losing its influence on the various aspects of holiday organisation:
holiday budget, choice of destination, duration of holiday, and choice of means of transport.
Europeans therefore seem to be relaxing the pressure and gradually regaining confidence.
Europeans intend to rationalise their spending during their holiday, but without
sacrificing their well-being
Almost two-thirds of Europeans who claimed that the crisis will influence their “holiday budget”
will save on leisure activities and outings during their holiday (68%), as well as on clothing
(66%).
But three expense items seem to be little affected by the crisis: transport and the car,
accommodation, and food. Fewer than half of Europeans who plan to save money due to the
crisis will reduce their spending in relation to these items.
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
Moreover, the French are envisaging less deprivation than last year on everyday expenses
during their next summer holiday. Almost all the budget items on which they plan to reduce
their everyday spending are dropping. Hence, 66% (-6 points) of French people whose holiday
budget will be influenced by the crisis are considering a reduction in spending on leisure
activities and outings, and 59% (-6 points) are considering a reduction in spending on clothing.
The budget item that is profiting most from this phenomenon is transport and the car (42%, 17 points).
Europeans therefore seem to be concerned about protecting their own well-being during their
holiday.
Moreover, the favoured accommodations are still those guaranteeing a certain comfort: 69% of
Europeans will rent a house, a hotel room or a bed and breakfast room (-2 points), and 21%
will go to a holiday home (-1 point), while camping-caravanning does not really seem to be
benefiting from the effects of the crisis (14%, +2 points), except in the UK (22%, +8 points).
III. OVERVIEW OF THE DECADE 2000-2010: THE CHANGES THAT
HAVE MOST MARKED EUROPEANS
When questioned about the key changes that in their opinion have marked the history of
tourism over the past decade, Europeans put technology at their centre of their review of the
last ten years.
Indeed, the Internet appears to have been THE revolution in the tourist sector over the past
decade. The possibility of choosing and booking your holiday from home using the Internet thus
drew over half the votes (59%), far ahead of the other aspects mentioned. More than one
European out of three even quoted this change first, hence showing the strong awareness of
the Internet phenomenon.
This diagnostic of Europeans fits into a more general context of an increase in the power of the
individual through technology. The decade was marked by what some people describe as a
“regain of control” by consumers. Being your own organiser – the “master” of your holidays –
hence appears to be a major development in the relationship Europeans have with holidays.
Next come the boom in low-cost airline companies, mentioned by a total of 35% of
respondents, then, neck to neck, the development of “all inclusive” formulas (27%), weekends
and short stays (25%), and standby reservations (24%), and last of all, the emergence of gift
boxes (6%).
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
While the Internet revolution comes out at the top of the list in all the countries concerned by
the research, perception of the changes that have marked the history of Tourism does vary a
little according to country.
The boom in low-cost airlines has marked the Spanish more (51% mentions in total) and also
the British (47% of mentions). The Germans and Austrians for their part opted more than
average for the development of weekends and short stays (respectively 35% and 34%). The
development of standby reservations was mentioned more by the Italians (36%). Finally, gift
boxes, a phenomenon that has developed mainly in France over the past few years, logically
caught the attention of the French more (14%).
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010
IV. PERCEPTION AND COVERAGE OF RISKS
An adjustment of risk coverage in relation to the fears expressed
In relation to the following risks: transport accident, problem involving the home and vehicle
breakdown, until now Europeans have been more covered than they were concerned.
In relation to this wave, an “adjustment” can be observed as concerns certain risks, through a
reduction in the impression of coverage. Note that Germany, Italy and Austria are countries that
are experiencing a drop in the impression of coverage in relation to at least three types of risk.
Moreover, this year, some definite concerns in relation to current events are regaining ground,
without returning to the 2007 levels. This applies, for example, to the risk of a natural disaster,
which is a concern for 42% of respondents (+4 points), or transport accidents (57%, +3
points).
The slight drop in subscription to policies from travel agencies is reinforcing the
predominance of insurance companies.
Finally, 59% (+1 point) of Europeans covered for one of the aspects tested took out their policy
with their usual insurance or assistance company. 26% of them (-3 points) took out a policy with
their travel agency.
Ipsos Public Affairs
Tuesday, June 22 2010
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Ipsos / Europ Assistance Group Barometer
Intentions and Concerns of Europeans in relation to holidays 2010 – Summary – Tuesday June 22 2010