adi europe travel report

EUROPE TRAVEL REPORT ADOBE DIGITAL INDEX

2 ADOBE DIGITAL INDEX | Europe Travel Report

Table of contents 03 Key insights

04 European travel spend to grow 6.8% this year, totaling nearly €67B

05 European consumers save more on flights within the EU

06 Booking hotels in advance can also save consumers money

07 Regardless of price, Europeans prefer popular country destinations

08 Bargain hunters should look to the Baltic States, Poland and Ireland

09 Best European Destinations for last minute travelers

10 Buckingham Palace is the top attraction among popular European destinations

11 Methodology

12 Glossary

•  European summer holiday look to spend 6.8% YoY, totaling €67B primarily due to channel switching.

•  Plan to book in the “sweet spot” for hotels and flights (European and Outside Europe). •  While European travelers remain focused on popular destinations within Europe, they

will find better bargains in the Baltic states, Poland and Ireland. •  Taj Mahal and The Statue of Liberty are the top mentioned travel landmarks by

Europeans, but come at a price.

Key insights


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•  Summer Online Travel bookings for flights and hotels are expected to grow 6.8%, totaling nearly €67B.

•  Europe’s spend is growing faster than US spend (6.8% vs. 5.5%, respectively), albeit off a smaller base.

European travel spend to grow 6.8% this year, totaling nearly €67B

ADOBE DIGITAL INDEX | Europe Travel Report

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•  It’s better to book flights earlier, especially if you’re traveling in the EU. Overall EU flights offer better discounts than Outside Europe, but costs increase more as the departure date nears.

•  Flight costs rise an average of 27% seven days in advance of departure date for both EU and Outside Europe flights.


European consumers save more on flights within the EU

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•  Hotels should be booked early to ensure travel plans are finalized, then revisited as arrival dates near (pending a hotel cancellation policy.)

•  European consumers can check hotel prices 30-50 days before arrival to check for any price decreases.


Booking hotels in advance can also save consumers money

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•  Europeans book popular destinations 8.3x more often than cheaper alternatives.

•  Consumers will pay an average premium between 17-24% depending on the hotel country.

*Cheapest alternative required at least 100k bookings


Regardless of price, Europeans prefer popular country destinations

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•  In terms of cheapest air fare, German travelers get the best bargain: €71.79 average flight price to the cheapest destination.

•  Those in the UK see the highest average cost when compared to other countries, paying an average of €85.97 to their cheapest destination.

Bargain hunters should look to the Baltic States, Poland and Ireland


Best European Destinations for last minute travelers

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•  Considering a last minute getaway? Italy and Spain have the lowest premiums for last minute travel (19% and 23%, respectively.)

•  Germany and Norway have the highest premiums (55% Germany) and (49% Nordics.)


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•  The Taj Mahal and Statue of Liberty, both international destinations, are popular but among the most expensive.

•  For those looking to visit popular destinations, Louvre, Eiffel Tower and Tower Bridge may be better bargains.

Buckingham Palace is the top attraction among popular European destinations


Methodology Based on analysis of aggregated and anonymous data. •  4+ billion visits to major European (Eastern and Western) hotel sites and travel sites between January 2015-March 2016, flight origin and destinations in Europe.

•  28M+ million engagements between January 2016-April 2016 (mentions, likes, shares, “official” page likes and followers.) Blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and YouTube. Social engagements is publically available based on an aggregate total.

•  Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries (UK, France, Germany, Sweden, and the Netherlands).

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Glossary


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

100k bookings in a year).