Barometre 2004 UK

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«Attitudes towards holidays in Europe»  Study 2004 - Wave 3: 

Study N° 94026 Contact Ifop International Olivier BAUBY/ Perrine LE CALVE / Ludovic DUPONT Tél : 01.45.84.14.44 Fax : 01.45.85.59.39 «Attitudes towards holidays in Europe»  Study 2004 - Wave 3 Attitudes towards holidays in Europe in 7 European countries Study report May 2004 Shanghai Paris Toronto Buenos Aires

Contents: 

Contents Introduction 2 Background and objectives……………………………………………………….. 3 Methodology………………………………………………………………….…………… 4 Sample description……………………………………………………….………..… 5 Key Learnings……………………………………………………….………..… 8 Main Results…………………………………………………….….. 13 Holiday departure intention ………………………………………….…….…… 14 International context and holiday departure intention ………….. 35 Perception and attitudes towards holidays ……………………….……. 42 Difficulties that may arise in holidays and solutions envisaged in event of problems…………………….…… 58 Typology……………………………………………………….….…. 67

I. Introduction: 

I. Introduction

Background and objectives: 

Background and objectives In 2002, Europ Assistance commissioned Ifop to set up a barometer observation to follow periodically attitudes towards holidays in Europe. Following the first two waves of interviews in 2002 and 2003, Ifop conducted this year a third wave in the following European countries: France Spain Italy Germany Belgium Austria and a first wave in a new country: the United Kingdom This study gives the possibility to collect information on: Opinions, attitudes and habits in terms of holidays Past experience on holidays Departure intentions Impact of the international context on the holidays habits

Methodology: 

Methodology A quantitative study, conducted by telephone amongst a national representative sample of individuals aged 18 years old and over (quotas on sex, age, regions and social class) was set up. In total, all countries together, 2113 interviews were carried out, split as follows : France : 302 Spain : 308 Italy : 301 Germany : 301 Belgium : 302 Austria : 300 UK : 300 The interviews were conducted from 14th to the 23rd of April 2004, in the different countries.

3- Sample description -Sex, age, social class-: 

3- Sample description -Sex, age, social class- Sex of the interviewee Male………………………………… Female…………………………… 48 52 (2113) Total 7 countries Basis: 100% = Age of the interviewee 18-24 y/o……………………… 25-34 y/o ……………………. 35-49 y/o ……………………… 50-64 y/o ……………………… 65 and over …………………… 11 19 29 25 16 Social class A……………………………………… B …………………………………… C …………………………………… D/E ………………………………… 15 26 27 32 48 52 48 52 48 52 48 52 48 52 48 52 (302) (308) (301) (301) (301) (300) France Spain Italy Germany Belgium Austria 11 19 29 21 20 16 26 23 35 12 23 26 19 20 10 23 26 28 13 8 17 31 28 16 12 15 35 23 15 12 15 31 27 15 13 18 30 39 20 25 14 41 9 20 37 34 12 40 19 29 10 20 40 30 48 52 (300) UK 8 19 27 30 16 22 31 23 24

3- Sample description -Region-: 

3- Sample description -Region- Basis (100%) France (302) (308) 21 14 20 23 12 10 (301) 18 21 12 9 7 7 12 14 Italy Nord Ouest Nord Est Centre Sud Isole Germany North West Centre West South West Berlin North East Centre East South East Austria Upper Austria Salzburg Lower Austria Vienna Burgenland Styria Carinthia Tyrol Vorarlberg (301) 28 19 19 23 11 (301) 16 24 25 3 10 8 14 (300) 17 7 19 20 4 15 7 8 4 United Kingdom North East York/Humberside East Midlands (300) 5 8 8 Basis (100%) Basis (100%) East Anglia 6 London 1 South East 28 South West 9 West Midlands 10 North West 10 Wales 6 Scotland 9 Région parisienne Nord Est Bassin Parisien Ouest Ouest Sud-Ouest Sud-Est Méditerranée 19 7 9 10 12 11 11 13 Bassin Parisien Est 8

3- Sample description -Household-: 

3- Sample description -Household- Number of persons in the household 1 person………………………… 2 persons………………………. 3 persons……………………… 4 persons……………………… 5 persons and more……… Number of children aged under 15 y/o in the household No child…………………………. 1 child…………………………… 2 children……………………… 3 children……………………… 4 children and more……… Refused 13 32 22 23 10 68 16 13 2  1 (2113) Total 7 countries Basis: 100% = 12 33 18 24 13 61 18 18 3  - 8 30 28 25 9 72 18 9 1 - - 8 24 29 29 10 64 19 12 1 - 4 23 34 15 18 10 71 13 13 3 - - 12 27 23 25 13 64 20 13 2 1 - 14 35 17 22 12 72 12 13 3 - - (302) (308) (301) (301) (301) (300) France Spain Italy Germany Belgium Austria 16 40 20 16 8 67 15 13 4 1 - (300) UK  = Lower than 0.5% - No answer In %

4 - Key learnings: 

4 - Key learnings

Holiday Departure intentions: 

Holiday Departure intentions As in 2002/2003, around 80% of the Europeans intend to go away for their holidays. In Latin countries (French, Spain, Italy), a large majority plan to spend their holidays in their own country. On the contrary, in the other countries people plan to travel to another European country other than their own. Among those leaving for their summer holidays, the most popular holiday destination throughout Europe remains generally the seaside, even though the countryside is becoming a lot more popular. Among those travelling in Europe for their summer holidays, the most commonly preferred European countries are Spain and France, followed by Italy. Within France, the Mediterranean border still remains the most popular holiday region for the French, though very closely followed by the South West and the Rhône-Alpes/Alpes. Increasing importance of the countryside as a holiday destination, which is now at the same level as the mountains.

Holiday Departure intentions: 

Holiday Departure intentions The Holiday organisation can be separated into two patterns: In Latin countries, holiday makers tend to take their summer holidays in one block and over a long period. For example Spanish people take 2,6 weeks on average and are the most to take more than three weeks’ summer holidays. In other countries people are more to split their holiday time, especially in the UK where the majority of people opt for this organisation. The most popular means of transport are the personal car, giving greater freedom and the aircraft, allowing to go faster. People who expect the economy to deteriorate still go on holiday, but setting aside a less important budget. The more people are worried about the economic situation, the less they will spend on their holiday A large majority of Europeans take around 2-3 weeks of holiday in the summer (from June to September) and more than a third take their holidays in several blocks and go to several destinations.

Perception and attitude towards holidays: 

Perception and attitude towards holidays Resting and discovering new sites are for most Europeans still the main associations with their holidays. In third position, but getting stronger, is the fact of being together as a family during holidays. Particularly important to Austrian and Spanish people, the family life during holidays is of increasing importance in Germany and France equally. French people, who travel more and more with their family, start organising their holidays centred around their children and their holiday dates. Even if the quality of accommodation remains the decisive criteria to select holiday destinations, the safety of the place is of increasing importance. There are more people claiming to have had at least one pleasant experience during their holiday as opposed to a bad one (92% vs. 62%). The most pleasant experiences consisted in: Having discovered and outstanding location Having enjoyed the calm and the peace of the place Dissatisfaction is mainly caused by: terrible weather services or accommodations not meeting expectations Increasing value of family life during holidays as well as the safety of the holiday destination

The increasing importance of the holidays partner’s role: 

The increasing importance of the holidays partner’s role Around 75% of Europeans do pay attention to the assistance company,when choosing their holidays. A large majority prefer an immediate and operational assistance that would provide help on the spot rather than a refunding solution. About 50% of the persons interviewed claim to select their tour operator either according its reputation or the assistance conditions it offers. The international situation continuously has had an increasing impact on holiday projects since 2001 This year, more than 2/3 of the European travellers, particularly Italians and Germans, have changed their holiday habits because of the international context. As a large majority of them are particularly concerned when travelling by plane, they pay a lot of attention to either the airline chosen, the security of the airports visited or the model of the plane taken. Travellers pay great attention to the assistance company when choosing their travel and claim, by a large majority, to be looking for the services provided by an assistance company such as Europ Assistance.

II. Main results: 

II. Main results

1. Holiday departure intention: 

1. Holiday departure intention Q13. Do you intend to take your summer holidays (i.e. your holidays from June to September) all in one block or spread them over the summer? READ – ONE ANSWER ONLY. Q14. For your summer holidays, do you intend going to… READ LIST – SEVERAL ANSWERS POSSIBLE. Q15. In which European country (countries) do you intend to go this summer… SPONTANEAOUS - SEVERAL ANSWERS POSSIBLE. Q15bis. In which continent(s) outside Europe do you intend to go this summer… SPONTANEAOUS – SEVERAL ANSWERS POSSIBLE. Q16. For your summer holidays, do you intend going… READ LIST – SEVERAL ANSWERS POSSIBLE. Q17. All together, how long do you plan to be on holiday this summer? READ – ONE ANSWER ONLY. Q18. For your summer holidays, do you intend going to… READ LIST – ONE ANSWER POSSIBLE. Q19. To which French areas do you intend going to? SPONTANEOUS – SEVERAL ANSWERS POSSIBLE. Q20 This year, the money you devote to your holiday will be… READ – ONLY ONE ANSWER Q21. To reach your holiday destination, you will use mainly… READ – ONLY ONE ANSWER. Q22. What is the main reason for this? READ – ONLY ONE ANSWER. Q23. Before buying your plane ticket for your holiday destination, did you check… READ – ONE ANSWER ONLY PER ITEM. Q24. This year, to reach your holiday destination, you expect to travel… READ – ONLY ONE ANSWER.

Plans for summer holiday destination: 

Plans for summer holiday destination ! Caution: only 5 countries studied in 2002, and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total (7 countries) NC: No comparison possible Total: intention to go away Total 7 countries (2113) Basis: total sample Recall 2003 Basis: those who intend do go away from summer holidays 79 65-  80  81  83 79  85+  NC Q14 + + -  In % Recall 2002 78 73 71- 88- NC 70- 91+ NC Plans for summer holiday destination

Plan for summer holiday location -Comparison vs last years-: 

34 NC NC NC In your country In Europe Outside Europe 2002 2003 2004 2002 2003 2004 2002 2003 2004 ! Caution: only 5 countries studied in 2002, and only 6 countries in 2003 / Significative higher/lower evolution compared to last year 64 54 64 52 80 81 66 72 13 20  47 41 70 52 85 67 14 45 20 38 23 36 22 10  22 17 75 65  51 44 23 40  11 21 77  52 13 10 16 12 4 5 10 7 7 19  10 16  15 13 4 10 13 8  35 52 50 12 21  Q21 In % Basis: Those who intend to go away for summer holidays (100%) Plan for summer holiday location -Comparison vs last years- France (378-196-216) TOTAL (1461-1429-1696) Spain (264-241-251) Italy (319-246-261) Belgium (228-237-232) Austria (272-257-251) Germany (NC-252-246)

Plans for summer holiday destination -Profile-: 

Countryside Town Seaside Mountains Total only one destination Plans for summer holiday destination -Profile- TOTAL Total (1696) Male (830) Female (866) Under 35 y/o (509) More than 35 y/o (1184) With family (970) Without family (1076) SEX AGE HOLIDAY PARTNER Q16/Q18 Basis: those who intend to go away for summer holiday (100%) In % +/- Significative higher/lower difference at 95% compared to total

European destination for summer holiday: 

European destination for summer holiday Q15 Basis: Those who intend to go on holidays in a European country – except theirs- (100%) = 671 persons 25% 22% 19% 13% 4% 40% of European travellers 9% 4% 4% Cyprus :4% 3% 3% 2% 2% 1%

European destination for summer holiday -Details-: 

European destination for summer holiday -Details- Q15 * Caution: basis are too low to present results for Spain +/- : significative higher/lower difference at 95% compared to total Basis: Those who intend to go on holidays in a European country – except theirs- (100%) In % 40% of European travellers France Spain Italy Greece - 39 10 - 6 - 15 40 - 11 17 20 28 13 46 + 26 16 7 7 - 10 - 32 + 25 + 23 37 + 8 - 13 Portugal 12 2 1 3 2 6 Nether-lands 4 26 + 2 - 3- 25 + 3 - Others 33 + 7 - 28 + 15 - 22 Total 7 countries (671) 22 25 19 13 4 9 17

Extra-European destination for summer holiday: 

Extra-European destination for summer holiday Q15bis North America 28% Central and Latin America 13% Africa 20% Asia 26% Oceania 11% Basis: Those who intend to go to an extra-European destination (100%) = 218 persons 13% of European travellers

Extra-European destination for summer holiday -Details-: 

Extra-European destination for summer holiday -Details- Q15 ! * Caution: basis are too low to present the results of Spain, Belgium and Austria +/- : significative higher/lower difference at 95% compared to total Total 7 countries (218) 28 13 26 20 11 18 15 18 39 + - 22 13 41 + 14 1 - 27 8 52 + 22 - 27 10 10 - 14 41 + North America Central/ Latin America Asia Africa Oceania 5 15 1 - - 2 Others In % 13% of European travellers

French destination for summer holidays -Only in France-: 

French destination for summer holidays -Only in France- Basis: those who intend to go in France for summer holiday (100%) = 151 persons Bretagne: 10% 2 Languedoc Roussillon: 8%  1 3 Côte d’azur: 14% 4 Alpes/ Rhône Alpes: 17% 5 Provence: 10% 6 Midi Pyrénées: 16% 6 Pays de la Loire/ Poitou Charentes: 11% 8 Auvergne/ Bourgongne/ Franche-Comtée/ Limousin: 5% 9 Normandie: 5% 10 Aquitaine, Pays Basque, Landes: 19%  11 Centre/ Val de Loire: 3% 11 Alsace/ Champagne Ardennes/ Lorraine: 3% 12 Nord Pas de Calais/ Picardie: 1% 11 Corse: 3% 12 Ile de France: 1% Q19 DOM TOM: 1% 13 / Significative higher/lower evolution compared to last year

Holidays timing: 

I do not take summer holidays Spread over the summer In one block Total 7 countries: (2113) 36 Total 7 countries: (2113) 12 Holidays timing Basis: Total sample (100%) Total 7 countries: (2113) 48 ! Caution: only 5 countries studied in 2002, and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total NC: No comparison possible 31 26 - 30 - 43 + 31 43 + 13 11 5 - 10 18 + 12 53 58 + 61 + 47 47 42 - 51 + 12 32 - Q13 In %

Holiday timing -Profile-: 

I do not take summer holidays Spread over the summer In one block Holiday timing -Profile- TOTAL Basis: (100%) Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) With family (1154) Without family (1340) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PARTNER HOLIDAY PLAN Q13 In % +/- Significative higher/lower difference at 95% compared to total Improve (334) Remain stable (1003) Deteriorate (632) ECONOMIC PERCEPTION

Number of weeks for summer holidays: 

Number of weeks for summer holidays Basis: those who intend to go away for summer holidays ! Caution: only 5 countries studied in 2002, and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total NC: No comparison possible Q17 More than 3 weeks Total 7 countries: (1696) 20 21 32 + 19 15 - 14 - 16 20 2 weeks Total 7 countries: (1696) 44 44 44 46 49 48 36 - 39 3 weeks Total 7 countries: (1696) 16 19 7 - 12 19 19 20 16 1 week Total 7 countries: (1696) 18 13 - 13 - 19 14 16 27 + 21 In % (216) (251) (261) (246) (232) (251) (216) (251) (261) (246) (232) (251) (239) (216) (251) (261) (246) (232) (251) (239) (216) (251) (261) (246) (232) (251) (239) (239) 2.4 Mean 2.4 2.2- 2.3 2.4 2.3 2.6+ 2.5

Number of weeks for summer -Profile-: 

TOTAL SEX AGE HOLIDAY PLAN Number of weeks for summer -Profile- More than 3 weeks Basis: (100%) Q17 3 weeks 2 weeks 1 week In % +/- Significative higher/lower difference at 95% compared to total Total (1696) Male (830) Female (866) Under 35 y/o (509) More than 35 y/o (1184) Own country (875) Foreign country (862) Not intend to go away (63)

Holidays budget: 

The same as last year More important Less important Total 7 countries: (1696) 54 Total 7 countries: (1696) 24 Holidays budget Basis: those who intend to go away for summer holidays (100%) Total 7 countries: (1696) 15 ! Caution: only 5 countries studied in 2002, and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total NC: No comparison possible 59 45 48 54 61 62+ 21 26 26 23 21 20 (216) (251) (261) (246) (232) (251) (216) (251) (261) (246) (232) (251) (216) (251) (261) (246) (232) (251) 19 14 18 19+ 11 13 52 Recall 2003 55 32 Recall 2003 23 (239) (239) (239) 12 Recall 2003 13 Q20 In % Recall 2002 62 Recall 2002 20 Recall 2002 15   13 14 15 12 8 17 NC  62 52 51 56 62 51 NC   20 22 28 24 19 23 NC    12 14 20 NC 19 15 NC 61 62 57 NC 58 67 NC 26 21 18 NC 14 15 NC 

Holiday budget -Profile-: 

More important The same as last year Less important Holiday budget -Profile- TOTAL Basis: those who intend to go away fro summer holidays (100%) Total (1696) Male (830) Female (866) Under 35 y/o (509) More than 35 y/o (1184) Own country (875) Foreign country (862) Not intend to go away (63) SEX AGE HOLIDAY PLAN Q20 In % +/- Significative higher/lower difference at 95% compared to total Improve (257) Remain stable (836) Deteriorate (500) ECONOMIC PERCEPTION

Plans for summer holiday destination: 

Recall 2003 Plans for summer holiday destination Basis: those who intend to go away for summer holiday (100%) Q16/Q18 Total: Only one destination / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total In % Montains Seaside Town Countryside 17 - 62 23 33 + 25 59 10 - 14 - 15 - 79 + 8 - 6 - 24 57 18  11 - 29  64 10 - 26  43 + 54 - 40 59 + 31 68 19 38 + 26 63 18  26  Total 7 countries (1696)  NC 61 63 63 72 56 62  63 

Plan for summer holiday destination -Comparison vs last year-: 

! Caution: only 5 countries studied in 2002, and only 6 countries in 2003 / Significative higher/lower evolution compared to last year * First answer mentioned Q21 Basis: Those who intend to go away for summer holidays (100%) Plan for summer holiday destination -Comparison vs last year- In % Mountains 2003 2004 31 26 30 15 16 39 31 26 25 15 29  43 25 24 Seaside 2003 2004 70 65 62 76 65 52 68 63 59 79 64 54 63 57 Town 2003 2004 14 15 10 5 10 40 19 18  10 8 10 40 11 18  Countryside 2003 2004 25 20 15 2 17 48 38  26  14 6  26  59  11 11 France (196-216) TOTAL (1429- 1696) Spain (241-251) Italy (246-261) Belgium (237-232) Austria (257-251) Germany (252-246)

Distance to location: 

Distance to location / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total Q24 Basis: those who intend to go away for summer holidays In % Total 7 countries (1696) More than 1000 km Between 500 and 1000 km Between 200 and 499 km Under 200 km         

Distance to location per type of mean of transport used: 

TOTAL CAR TRAIN AIRCRAFT Between 500 and 1000 km Between 200 and 499 km Under 200km In % Q24/Q21 +/- Significative higher/lower difference at 95% compared to total Distance to location per type of mean of transport used Basis: those who intend to go away for summer holidays More than 1000 km OTHER (1696) (998) (96) (482) (78)

Means of transports used to go to holiday location: 

It is cheaper Means of transports used to go to holiday location Basis: those who intend to go away for summer holidays / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total (920) (78) (96) (482) (78) Reasons depending on transports used (Total 7 countries) (216) (251) (261) (246) (232) (251) Total 7 countries (1696) 64 + 61 + 59 53 56 54 54 Your own car A friend’s/ family’s car/ a hire car Train Aircraft Other means of locomotion 7 6 5 4 3 2 - 5 7 9 6 6 2 -  5 6 18 - 16 - 22 - 32 34 30 28 2 - 5 5 4 4 6 5 Q21/Q22 In % (239) 32 - 6 3 - 48 + 6 In % DK Others It is the only solution It is faster It is more restful/ More comfortable It gives me greater freedom   

Means of transports used to go to holiday location -Profile-: 

Aircraft Train A friend’s/ family’s car/ a hire car Your own car Means of transports used to go to holiday location -Profile- TOTAL Total (1696) Male (830) Female (866) Under 35 y/o (509) More than 35 y/o (1184) Own country (875) Foreign country (862) Not intend to go away (63) SEX AGE HOLIDAY PLAN In % Q21 Basis: those who intend to go away for summer holidays +/- Significative higher/lower difference at 95% compared to total With family (970) Without family (1076) HOLIDAY PARTNER

2. International context and holidays departure intention: 

2. International context and holidays departure intention Q1. In the next few months, do you think that the economic situation of your country is going to… READ LIST- ONE ANSWER ONLY. Q25. Did the terrorist threats and acts which have occurred on the railways change the choice of your means of transport to your vacation destination? ONE ANSWER ONLY. Q26. Following the airline crash of an Egyptian charter company last January, what is your attitude towards charter companies? READ – ONE ANSWER ONLY. Q27. Considering the international context, this year… READ – ONE ANSWER ONLY.

Global opinion about the domestic economic situation: 

Global opinion about the domestic economic situation Basis: Total sample: 2113 persons In % Q1 Total 7 countries

Global opinion about the domestic economic situation -Profile-: 

TOTAL SEX AGE HOLIDAY PLAN Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) Own country (875) Foreign country (862) Not intend to go away (238) Deteriorate Remain Stable Improve Global opinion about the domestic economic situation -Profile- In % Q1 Basis: total sample +/- Significative higher/lower difference at 95% compared to total

Consequences of the international context on holidays projects: 

Q27* In % +/- Significative higher/lower difference at 95% compared to total * This question has not been asked in Spain Consequences of the international context on holidays projects Basis: Total Sample I will not go to a country that recently suffered from sanitary problems It has made no difference I am very careful when choosing the airline I avoid the most touristic areas, whatever the countries I will not go to a country which has recently suffered an act of terrorism Total 6 countries (1805) 4 19 36 8 24+ 32 21 24- 17 47+ 17 36 20 41 16 37 5 6 2- 3 2- 5 4- 12+ 6 8 8 9 34 37+ 28 36 29 26- 32

Consequences of threats on transportation means: 

Consequences of threats on transportation means Q25/Q26 I book charter companies only if I have no other choice I always ask for the name of the company which will charter my flight It has made no difference I no longer book charter companies Have changed transport choice 4 4- 11- 82+ 10 - 7 29 58 7 14 10 36+ 31- 22+ 30 + 5 34+ 61 - 23 + 16 12- 66 7 9 - 4 9 24 63 6 - 11 21 11 50 9 - Total 7 countries (2113-482) 9 21 62 7 14 Charter Companies Railway In % +/- Significative higher/lower difference at 95% compared to total % of Yes answers Basis: Total Sample Basis: Those who are taking a plane to go to their holiday location

Consequences of threats on transportation means -Profile-: 

TOTAL Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PLAN Improve (334) Remain stable (1003) Deteriorate (632) ECONOMIC PERCEPTION Consequences of threats on transportation means -Profile- It has made no difference Q25/Q26 In % I always ask for the name of the company which will charter my flight I book charter companies only if I have no other choice I no longer book charter companies Have changed transport’s choice Charter Companies Railway +/- Significative higher/lower difference at 95% compared to total Basis: those who intend to go away for summer holidays (100%)

Airplane passengers: precautions taken before buying ticket: 

Airplane passengers: precautions taken before buying ticket In % Q23 Total 7 countries (482) Check of… (Total Yes) The airline used The model of the plane taken The security of the airports visited Basis: Those who are taking a plane to go to their holiday location

3. Perception and attitudes towards holidays: 

3. Perception and attitudes towards holidays Q2. For you, holidays are primarily…? And secondly…? READ LIST – 2 ANSWERS POSSIBLE. Q3. Do you usually go on holiday… ROTATION OF ITEMS – READ LIST – SEVERAL ANSWERS POSSIBLE. Q6. Among the following elements I am going to read to you, which is the most important for you when choosing a holiday destination? And which is second? READ LIST – TWO ANSWERS – ONE ANSWER ONLY PER COLUMN. Q7. Generally speaking, which of the following statements best describes the way you usually organise your holidays? ROTATION OF ITEMS – READ LIST – SEVERAL ANSWERS POSSIBLE.

Holiday perception: 

Quality of the accommodation/cooking: 38  Resting  Visiting or discovering new sites  Being together as a family Holiday perception (1) Total first + second / Significative higher/lower evolution compared to last year +/- : Significative higher/lower difference at 95% compared to total Basis: Total sample (100%) Q2/Q6 Association with holidays (1) 54 - 56 + 38 69 + 43 - 53 +  53 - 40 - 34 - 75 + 50 43  60 58 +  34 - 55 51 51 + Choice criteria (1) The most important The 2nd most important Total 7 countries (2113) 50 42 + 61 Quality of the accommodation/cooking: 32 Scenery: 32 Cultural heritage of the area: 36  Quality of the accommodation/cooking38  Scenery: 31  Quality of the accommodation/cooking: 32  Scenery: 41 Scenery: 33 Scenery: 32 Cleanliness of the beach/respect of the environment : 25  Scenery: 24 Cultural heritage of the area: 39  The safety of the place: 35 61 54 44 Quality of the accommodation/cooking: 39 Cleanliness of the beach/respect of the environment : 30 In %

Association linked with holidays: 

Association linked with holidays In % / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total Q2 Basis: Total sample (100%) Making new friends Taking part in sporting activities Being together as a family Resting Visiting or discovering new sites, different cultures Gardening, do it yourself, doing jobs Total 7 countries (2113) 14 14 17+ 12 10 9- 11 13 8 3- 5- 11 9  19+ 17+ 10 44 53+  34- 43  34- 51+ 38 42  61 69+ 53- 75+ 60 55- 54- 61 54 43-  40- 50 58+  51 56+ 50 3- 4- 4- 8 15+ 13 25+  10

Evolution of holiday associations (1st/2nd): 

Evolution of holiday associations (1st/2nd) France (303-302) TOTAL (1814-1813) Spain (303-308) Italy (303-301) Belgium (300-301) Austria (301-300) ! Caution: only 5 countries studied in 2002 and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year  Lower than 0.5% * First answer mentioned Germany (304-301) Resting Visiting/ Discovering Being together as a family Making new friends Taking part in sport activities Gardening, DIY 2002 2003 54 59 58 64  62 71  61 56 52 67  70 56  NC 79 2004 54 61 69 53 60  55  75 2002 2003 53 59 59 51 55 55 66 46  58 45  45 50 NC 53 2004 56 50 43  40 58  51 50 2002 2003 40 35 40 37 42 36 25 34  24 33  45 45 NC 33 2004 38 42  53  34 34 51 43  2002 2003 14 17 11 13 12 11 19 20 17 12 14 9 NC 15 2004 11 13 14 17 10 9 12 2002 2003 15 13 14 13 12 3  18 22 19 21 NC 13 2004 17 10 5 9  19 11 2002 2003 21 12 18 10 8 4  14 12 4 16  NC 7 2004 25  10 4 15 13 8 Q2 In % 9 3  3 10 7 4 

Choice criteria to select holidays destination: 

Choice criteria to select holidays destination In % / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total Q6 Basis: Total sample (100%) Cultural heritage of the area Clean-liness of the beaches Quality of accommodation/ cooking Scenery 25 31  21- 11-  39+ 23 36+ It suits my holiday budget 27+ 22  22 14-  18 15- 32+ 30 25  25  21- 22- 33+ 32+ 39+ 38+ 18- 32  38+ 38+ 24- 28 32 31  24- 41+ 35 33 Same place for years 12- 20  18 24+ 13 13 20 The safety of the place 22 14- 20  12-  18  35+ 21  Total 7 countries (2113) 27 20 26  32 32 18 20  (In first + in second)

Evolution of choice criteria for holiday destinations (1t/2nd): 

Evolution of choice criteria for holiday destinations (1t/2nd) France (300-302) TOTAL (1782-1813) Spain (301-308) Italy (293-301) Belgium (299-301) Austria (293-300) ! Caution: only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year  Lower than 0.5% * First answer mentioned Germany (297-301) Q2 In % Quality of the accommo-dation/of cooking Cultural heritage of the area Scenery Cleanliness of the beaches/ respect of the environment The same place for years It suits my holiday budget 2003 28 23 17 23 25 21 21 2004 36  27  31  21 39  23 11  The safety of the place

Choice criteria to select tour operator: 

Friends’, family recommen-dation 46 41- 30- 65+ 39- 56+ 50 Special offers 35 37 20- 36 50+ 28- 53+ Choice criteria to select tour operator In % +/- Significative higher/lower difference at 95% compared to total Basis: Total sample (100%) Q5 The type of holidays which are proposed 29 18- 15- 29 32+ 33+ 29 The assistance conditions 9- 9- 14 26+ 8- 15 20+ The tour operator’s reputation 37+ 18- 30 30 27 33 30 (In first + in second) Total 7 countries (2113) 26 14 29 47 37

Choice criteria to select tour operator: 

Friends’, family recommen-dation 43 59 35- 60+ 44 60+ 45 Special offers 39 51 21- 38 52+ 26- 67+ Choice criteria to select tour operator In % +/- Significative higher/lower difference at 95% compared to total Basis: Those who go outside their country for their holidays (100%) Q5 The type of holidays which are proposed 32 7- 19- 32 35 39+ 28 The assistance conditions 10 13 15 25+ 6- 16 22 The tour operator’s reputation 43+ 28 32 34 26- 36 31 (In first + in second) Total 7 countries (862) 31 15 33 50 41

Information sources before going to holidays: 

Advertising 4 5 4 4 4 4 5 Tourist information centre 3- 6 5 9 9 1- 9+ Press 12 5- 4- 10 5- 13 18+ Travel guide or specialised magazine 3- 5- 8 14 8 17+ 20+ Advice from a travel agency salesperson 8- 12 26+ 15 6- 9- 16 Friends’, family recommendation 9- 22 29 40+ 21 29 21 The Internet 40+ 10- 21- 26 31 36+ 30 Information sources before going to holidays In % +/- Significative higher/lower difference at 95% compared to total Basis: Total sample (100%) Q4 Travel agency or operators brochure 48+ 30- 20- 43+ 51+ 48+ 17- Television 8 3- 5 11+ 5 7 6 37 Total 7 countries (2113) 4 6 10 11 13 24 28 7

Habits in terms of holiday organisation : 

Habits in terms of holiday organisation (302) (308) (301) (301) (301) (300) 31 28 31 20 - 32 31 33 + 6 - 17 10 - 18 28 + 52 40 - 40 - 52 51 52 23 + 27 + 15 28 + 9 - 11 - Q7 Basis: Total sample (100%) (300) 30 19 46 8 - Total 7 countries (2113) In % / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total        

Evolution of habits in terms of holiday organisation: 

Evolution of habits in terms of holiday organisation ! Caution: only 5 countries studied in 2002 and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year * First answer mentioned Q7

Habits in terms of holiday organisation -Profile-: 

It is always with the family I start to prepare the holiday a long way in advance I organise myself around the children I always decide at the last minute Habits in terms of holiday organisation -Profile- TOTAL Basis: Total sample (100%) Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) With family (1154) Without family (1340) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PARTNER HOLIDAY PLAN In % Q7 +/- Significative higher/lower difference at 95% compared to total

Habits on choice of dates of holidays : 

Habits on choice of dates of holidays (302) (308) (301) (301) (301) (300) Q8 Basis: Total sample (100%) (300) 32 + 15 - 13 - 26 28 25 27 36 + 37 + 33 28 20 - 28 18 - 14 4 - 10 13 15 16 + 6 - 33 + 12 - 21 29 + 21 32 + 11 - 29 22 - 23 - 19 - 22 - 51 + 39 + 7 - 17 + 14 9 15 17 + 7 - Total 7 countries (2113) +/- Significative higher/lower difference at 95% compared to total In %

Holidays with family: 

Holidays with family Basis: Total sample (100%) Without family Alone As a couple alone With friends In a group With family Total Total Total 7 countries (2113) 10 37 28 11 55 63 (302) (308) (301) (301) (301) (300) 11 39 32 10 6 - 26 - 19 - 6 - 5 - 27 - 22 - 5 - 11 33 18 - 5 - 9 37 26 7 - 22 + 61 + 55 + 35 + 65 + 56 49 44 - 50 67 + 65 51- 54- 60 66 89+ (300) 6 - 36 21 - 6 - 52 60 Q3 In % / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total         

Evolution of holidays with family: 

Evolution of holidays with family / Significative higher/lower evolution compared to last year * First answer mentioned Q3 Basis: Total sample (100%)

Holiday partner -Profile-: 

Holiday partner -Profile- TOTAL Basis: Total sample (100%) Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PLAN Q3 In % +/- Significative higher/lower difference at 95% compared to total

4. Difficulties that may arise during the holidays and solutions envisaged in event of problems: 

4. Difficulties that may arise during the holidays and solutions envisaged in event of problems Q9. When choosing your travel, to which level do you pay attention to the name of the assistance company which will help you should a difficulty arise during our holidays? READ LIST – ONE ANSWER ONLY. Q10. Which among the list of incidents I am going to read to you is the worst you have yourself experienced at first hand? ROTATION OF ITEMS – READ LIST – ONLY ONE ANSWER. Q11. Among the holidays experience I am going to read to you, which one is the best you have experienced at first hand? ROTATION OF ITEMS – READ LIST – ONE ANSWER ONLY. Q12. Which solution would best meet your expectations should a difficulty arise during your holidays? READ LIST – ONE ANSWER ONLY.

Habits in choice of the name of the assistance company during holidays : 

Habits in choice of the name of the assistance company during holidays (302) (308) (301) (301) (301) (300) 22- 36+ 29 34+ 16+ 34+ 23 18- 11- 38+ 28 27 27+ 9- 7- 17 19 9- 28 21- 44+ 11- 33+ 21- Q9 Basis: Total sample (100%) (300) 24 21 19 27 Total 7 countries (2113) +/- Significative higher/lower difference at 95% compared to total In % 52 Total attention

Habits on choice of the name of the assistance comapany during holidays -Profile-: 

I do not pay any attention I pay very little attention I pay a little attention I really pay attention Habits on choice of the name of the assistance comapany during holidays -Profile- TOTAL Basis: Total sample (100%) Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PLAN In % Q9 +/- Significative higher/lower difference at 95% compared to total

Preferred solution in case of difficulties: 

Preferred solution in case of difficulties ! Caution: only 5 countries studied in 2002 and only 6 countries studied in 2003 / Significative higher/lower evolution compared to last year * First answer mentioned Q12 Basis: Total sample (100%) U.K (300) Spain (308) Italy (301) Germany (301) Belgium (301) Austria (300) France (302) Total 7 countries (2113) In % A solution providing a refund that would deal with unexpected expenses A solution providing assistance that would be immediate and operational 20 10- 22 28 31+ 22 28 72 76+ 65 65 65 70 71 23 69

Preferred solution in case of difficulties -Profile-: 

TOTAL Total (2113) Male (1012) Female (1101) Under 35 y/o (613) More than 35 y/o (1497) Own country (875) Foreign country (862) Not intend to go away (238) SEX AGE HOLIDAY PLAN Preferred solution in case of difficulties -Profile- Basis: Total sample (100%) A solution providing assistance that would be immediate and operational A solution that providing a refund that would deal with unexpected expenses Q12 In % +/- Significative higher/lower difference at 95% compared to total

Best holiday experiences -At least one-: 

Best holiday experiences -At least one- In % Total 7 countries (2113) France (302) Spain (308) Italy (301) Germany (301) Belgium (301) Austria (300) UK (300) Q11 +/- Significative higher/lower difference at 95% compared to total Basis: Total sample (100%)

Best holiday experiences -Details-: 

I have discovered a new sport 2 1 1 2 4 3 2 I have met my future partner 1- 3 2 3 3 2 5 I have discovered a wonderful restaurant 5 7 2- 2- 6 4 1- I have met people who share my passion 5- 15+ 9 10 8 8 6- I have enjoyed the calm and the peace of the place 41+ 28 25- 39+ 24- 43+ 28 Best holiday experiences -Details- In % +/- Significative higher/lower difference at 95% compared to total Q11 I have met extraordinary people 18 22+ 15 11- 13 17 16 I have discovered an outstanding location 25- 21- 47+ 32 41+ 24- 42+ Total 7 countries (1950) 2 3 4 9 33 16 34 Basis: Those who have had at least one good experience (100%)

Worst holiday experiences -At least one-: 

Worst holiday experiences -At least one- In % Total 7 countries (2113) France (302) Spain (308) Italy (301) Germany (301) Belgium (301) Austria (300) UK (300) Q10 / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total - + + - + - - + Basis: Total sample (100%)

Worst holiday experiences -Details-: 

An unexpected incident engendered considerable expense 7 5 3 4 4 5 4 I had a row with the friends or family I went on holiday with 3 2- 5  7 6 3 5 My luggage was lost 10 13 12 7 13 11 6- A car breakdown or accident immobilised me 8 16 6- 7- 15 10 16 A transport strike delayed my departure/my return 17+ 6- 14 10  9 6- 13  Illness/injury prevented me from leaving or from participating in the activities planned 15 12 2- 18 10 24+ 15 My accommodation or services on the spot did not conform with what I expected 21 19 25 23 17 18 13- Terrible weather 17- 26 34 25 27 23 28  Worst holiday experiences -Details- In % / Significative higher/lower evolution compared to last year +/- Significative higher/lower difference at 95% compared to total Q10 Total 7 countries (1302) 4 5 10  12 10  14 19 27  Basis: Those who have had at least one bad experience (100%)

III. Typology: 

III. Typology

Methodology.: 

Methodology. The typology analysis identifies groups of individuals that have attitudes which are the closest among them in the same group and the most different from one group to another. Therefore in order to best characterize these different typologies, results voluntarily present elements which differentiate the typologies from one another. Their description is therefore caricatured compared to the reality. A canonical typology was established with 1814 respondents, all 6 countries mixed. This typology puts into relation general attitudes with regards to holiday and solutions envisaged in event of holiday problems. Explicative variables : Q3, Q4, Q7, Q8: general attitudes and usages with regards to holiday Variables to be explained : Q5, Q9, Q12 : importance of the assistance company when choosing holidays This research identified 6 different types of typologies: 18 % type 1 17 % type 2 18% type 3 17% type 4 13% type 5 18% type 6

Typology: 

Typology Assistance importance Active during holidays Assistance less important Inactive during holidays TYPE 4 -17% The Traditionalists Holiday in same place, on same date With the family Holiday = Resting No interest in discovering 84% intent to go away TYPE 1-18% The young planners Long preparation Inform themselves thoroughly Very demanding and expect a lot Discovering and Visiting Making new friends Quality of accommodation 81% intent to go away TYPE 3 – 18% The Modern, dynamic families Organisation around the family (children + partner) Discovering and being active Very implicated in information Pay attention to the assistance company/tour operator 83% intent to go away TYPE 2 – 17% The Non-committed Budget restriction is important Always with the family Don’t inform themselves Don’t expect anything special No preparation 73% intent to go away TYPE 5 – 13% The Home-Based Holiday = Gardening, DIY Organisation around the children Pessimistic regarding the future economic situation Pay attention to the assistance company/tour operator 65% intent to go away TYPE 6 – 18% The active seniors Independent Curious Demanding high quality standard Pay attention to the assistance company/tour operator Discovering and being active 77% intent to go away

Type 1- The Young Planners: 

Type 1- The Young Planners General Profile Characterizes 18% of the respondents More to be in Belgium (26%) vs 14% in Total Sample Tend to be aged between 18–49 y/o, especially 18-24 y/o The young planners take their holidays more seriously than the other group types: They prepare their holidays a long way in advance They inform themselves thoroughly Still, the choice of the assurance company is not very important to them. The Planners are very demanding and expect a lot from their holidays in terms of new experiences as well as quality. They want to enjoy them as much as possible, being curious to discover new places and making new friends. Further on, they travel more outside their country (in Europe or further) than the other groups. Even if they might travel as a couple with their children, they are not willing to organise their holidays around the children.

Type II – The Non-Committed: 

Type II – The Non-Committed General Profile Represents 17% of all respondents Largely more Italian (30%) and Spanish (27%) people More likely to be over 50 years old A large group of them is already retired The Non-Committed do not expect anything special from their holidays, so… they don’t inform themselves beforehand, nor neither in a travel agency, nor in travel guides, they don’t spend time organising their holidays in advance, because they always travel with their family and so find nothing special to organise. The most important criteria in organising their holidays is the respect of their budget restriction. The Non-Committed mainly travel always at the same dates and by a large majority in their own country. During holiday, they might take part in activities, but they don’t plan doing so before. They do not pay attention to the name of the assistance company that could help them in case of emergency on their holidays’ spot.

Type III – The Modern and dynamic families: 

Type III – The Modern and dynamic families General Profile Representing 18% of the respondents Can mainly be found in Austria (28%) More likely to be aged between 35-49 y/o (42% vs 29% in Total Sample) Tend to belong to the professional class of Middle MG and Supervisors The modern families arrange their holidays as a true family: They tend to travel as a family and want to be together as a family during holidays, Holidays are organised around the children and their holiday dates, The partners holiday dates are taken in consideration. The modern families participate equally in various holiday activities and like to discover new sites and cultures. They do inform themselves before their vacations, especially via Internet. Further on, the travelling families pay quite a lot of attention to the assistance company and their conditions of assistance.

Type IV – The Traditionalists : 

Type IV – The Traditionalists General Profile Characterises 17% of the respondents More to be found in Spain (21%) and France (19%) Mainly to be women (53%) Most of them are aged between 35-49 y/o Tend to belong to the professional classes of employees and manual workers They stick to their habits and travel often to the same place at the same date. When they decide to go on holiday, the traditionalists do it together with their family and want to enjoy the holidays as a family, even though there are often single parents. As for the Non-Committed, their budget restriction is an important criteria for the Traditionalists in the choice of their holidays. Their main activity in holidays consists in resting. Holidays represent for them time to rest and they are not very keen on making new experiences. Going often to the same places, they are not interested in the assistance conditions.

V The Home-Based: 

V The Home-Based General Profile Corresponds to 13% of all respondents More in France (26%) Mainly manual workers The Home-Based don’t travel as frequently as the other types: 35% don’t intent to travel during holidays If they travel, they stay mainly in their own country Being on holiday represents for the Home-Based a possibility to do their gardening and do it yourself jobs. When they do travel, they organise themselves and their holidays around children. The Home-Based pay a lot of attention to the assistance company chosen and its assistance conditions. They have generally quite a pessimistic attitude towards the economic situation. The budget is a key criteria when choosing their holidays and they try to dedicate the few money as possible for holidays.

VI The Active Seniors: 

VI The Active Seniors General Profile Characterises 18% of the respondents More present in Austria and the UK More likely to be men Tend to be over 65 years old (33% vs 19% in Total Sample) and retired Mostly retired and not having to consider children’s/ partner’s holidays or their own employer, the Active Seniors can travel very independently. Holidays have two main objectives for them: Visiting new places, sceneries and getting to know another culture, Making new friends. They mainly choose to travel alone, as a couple or with friends and do not continue travelling with their family. The Active Seniors are very demanding as well, and they pay a lot of attention on: The reputation of the tour operator, The assistance company and its conditions.

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