The Changing Landscape of Long-Haul Travelers: A Cost-Conscious Approach

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Long-haul travelers‘ preferences and priorities are evolving, particularly in relation to European destinations. As summer approaches, a recent survey conducted by the European Travel Commission (ETC) and Eurail BV reveals interesting insights into the mindset of long-haul travelers.

Xenios examines the key findings

from the survey and sheds light on the growing emphasis on cost-consciousness among these travelers. Let’s dive into the details!

1. Europe’s Enduring Allure:

• Europe remains a popular choice for long-haul trips, with over 50% of respondents from China, Brazil, Australia, Canada, and the US expressing optimism about traveling overseas between May and August 2023.
• Almost half of those planning to visit Europe are repeat visitors, underscoring the continent’s ability to cultivate positive experiences and entice travelers to return.

2. Emerging Trends in Long-Haul Traveler Preferences:

• Affordability takes center stage: A notable shift in travelers’ mindset reveals that affordability is a crucial consideration when choosing their next European holiday spot. Around 32% of respondents stated that they would base their destination choice on the cost of experiences offered.
• Value for money gains importance: The cost of local tourism products and services has seen a 10% increase in importance compared to previous summers (2021 and 2022). Travelers are actively seeking destinations that provide value for money.

3. Country-Specific Insights:

• China and Brazil lead the pack: Chinese and Brazilian travelers exhibit the highest intent to visit Europe in the short term. Approximately 73% of respondents from China and 52% from Brazil express their desire to travel to Europe over the summer, demonstrating strong certainty in realizing their plans.
• Positive sentiment across Australia, Canada, and the US: Travel sentiment remains relatively similar across these countries, with 38%, 37%, and 36% of respondents, respectively, intending to visit Europe between May and August 2023. The younger demographic drives this positive sentiment.

4. Budgeting Strategies:

• Reducing shopping expenses: 37% of overseas travelers prioritize cutting down shopping expenses as a budgeting strategy.
• All-inclusive packages and loyalty programs: Booking all-inclusive packages (30%) and utilizing loyalty programs (30%) are popular ways to save on travel costs.
• Opting for cheaper accommodation and dining: Travelers are increasingly booking cheaper accommodations (30%) and opting for less expensive restaurants or self-catering options (26%) to manage their budgets effectively.

5. Factors Influencing Long-Haul Travelers Destination Selection:

• Perceived safety: 39% of respondents consider safety as a top criterion when selecting a destination.
• Tourism facilities: The availability of tourism facilities (35%) also plays a crucial role in travelers’ destination choices.
• Weather conditions: Favourable weather conditions at the destination gain prominence, now on par with internationally renowned landmarks (30% each).

6. Sustainable Travel & Long-Haul Travelers:

• Prioritizing natural and cultural heritage: 21% of respondents place importance on destinations that safeguard their natural and cultural heritage, showcasing a growing focus on sustainability.
• Less crowded destinations: Contrarily, only 15% of respondents deem visiting less crowded destinations as important, revealing a somewhat contentious viewpoint.

Conclusion: The evolving preferences of long-haul travelers indicate a shift towards cost-consciousness when selecting their European holiday destinations. As travelers place greater importance on affordability and value for money, destinations and businesses in Europe must adapt to cater to these changing needs. However, sustainability should not be overlooked, and efforts to promote responsible travel choices should remain a top priority. By understanding these emerging trends, the European travel industry can continue to attract and satisfy long-haul travelers, fostering a positive reputation and driving sustainable recovery.