2013 Ipsos-Europ Assistance holiday barometer_synthesis


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Conducted by Ipsos at the request of the Europ Assistance Group among a sample of 4,048 Europeans (French, Germans, British, Italians, Spaniards, Belgians and Austrians), this reference survey conducted over the phone and published for the thirteenth consecutive year aims to produce an annual estimate of the departure plans of residents of the countries concerned, along with their motivations, destinations and the types of holiday they favour.

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2013 Ipsos-Europ Assistance holiday barometer_synthesis

  1. 1. Ipsos / Europ Assistance BarometerEuropeans’ Holiday Plans and Concerns2013 EditionSynthesisMay the 30th, 2013Ipsos Public Affairs contacts:FabienneSIMON 01 419892 15 fabienne.simon@ipsos.comAustragésilaEVORA 01 419893 51 austragesila.evora@ipsos.com
  2. 2. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20132Presentation of the Ipsos / Europ Assistance barometer“Europeans’ Plans and Concerns for the Holidays”On behalf of Europ Assistance, Ipsos carried out a survey among a sample of4,048 Europeans aged 18 years and over (French, German, British, Italian,Spanish, Belgian and Austrian), from February 11 to March 23, 2013. Thissurvey was conducted by phone, at the home of the people interviewed andwas based on the quota method (gender, age, profession of head ofhousehold, region and size of agglomeration).With the 2013 summer holidays on the horizon, the objective of the survey isto evaluate holiday plans among residents of the countries concerned, theirmotivations, along with the destinations and types of stay they prefer. TheIpsos / Europ Assistance “Europeans’ Plans and Concerns for the Holidays”barometer also aims to evaluate the risks perceived by tourists, and to whatextent they feel covered in relation to those risks.This year, to mark the 50thanniversary of the creation of Europ Assistance, thegroup wanted to look back at the key improvements that have been made overthe past half-century as concerns holidays and travel as well as questioningEuropeans about what they wish for the 50 years to come.
  3. 3. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20133I.I. Europeans are facing a lasting crisis that is casting doubts on their plans to leave onsummer holiday• 2013 is being marked by a new record drop in intentions to go on holiday: for the first time in the barometer,this drop concerns ‘single’ departures.No more than 54% of Europeans are thinking of going on holiday this summer (between June andSeptember inclusive). This rate is 4 points lower than the one recorded last year (58%) and 12 points lowerthan for 2011 (66%). So in a two years period of time, 1 out of 8 more Europeans are planning to give up ontheir summer holiday.The lasting nature of the crisis has thus altered behaviours among Europeans but in a different way accordingto country. The Southern countries mainly, where the unemployment rates are higher (26.3% in Spain and11.6% in Italy) are more impacted, compared to the Germanic countries as example (5.4% in Germany and4.8% in Austria).We can thus observe four groups of countries:1. An initial group, made up of Spain and Italy, whose residents’ departure intentions have droppedheavily over the past two years. Intentions to leave on holiday are now at 42% for the Spanish (i.e. 9points less than in 2012 and 23 points less than in 2011) and 53% for the Italians (i.e. 10 points lessthan in 2012 and 25 points less than in 2011).A majority of Spaniards have now given up on plans to go on summer holiday (57%).2. A second group consists in France and Belgium, two countries that seemed to have been relativelyspared last year but which are observing heavy drops this year: 62% of French people intend to leavethis year as opposed to 70% in 2012 (-8 points) and 49% of Belgians as opposed to 59% the previousyear (-10 points).The French are still the Europeans with the highest level of intentions to leave on summer holiday.3. A third group is made up of two Germanic countries, Germany and Austria, which after the dropsobserved last year, are seeing their residents’ departure plans stabilise: 52% (-3 points) for theGermans and 57% (-2 points) for the Austrians.4. Finally, the UK is the only European country to be seeing an increase in plans to go on holiday thisyear, at a level of 56% (+5 points).This drop in Europeans’ intentions to go on holiday is mainly concentrated on “single” departures, which areweakening for the first time since the beginning of the barometer (37%, -4 points), hence confirming theabandonment of summer holidays by some Europeans. This is notably the case for the French (45% plan toleave just once, 9 points less than in 2012), the Italians (53%, -10 points) and the Belgians (49%, -10 points).
  4. 4. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20134Departure plans per countryfor the period June - September 2013 inclusiveYes, severaltimesYes, onceTotal“Yes”Change in totalcf. 2012Change in totalcf. 2011ALL 17% 37% 54% -4 points -12 pointsFrance 17% 45% 62% -8 points - 6 pointsAustria 22% 35% 57% -2 points -7 pointsUK 26% 30% 56% +5 points -6 pointsItaly 18% 35% 53% -10 points -25 pointsGermany 13% 39% 52% -3 points -8 pointsBelgium 16% 33% 49% -10 points -12 pointsSpain 6% 36% 42% -9 points -23 points• Europeans’ average budget for the summer holidays is generally stableWhen holidays are placed in competition, for 14% of Europeans they represent a budget item where they aresaving or are going to save money (+1 point). This is the third ranking item in terms of savings after clothing(17%) and games and IT and cultural goods (15%).Food (4%) and health (1%) remain incompressible, for their part.When they are not placed in competition, 47% of Europeans (+2 points) claim that the summer holidays arean item they want to save money on, whether in a limited or significant way. This proportion is higher amongfuture holidaymakers, most of whom made this observation: 58% of future holidaymakers claim to want tosave money (i.e. 5 points more than in 2012), 46% of them in a limited way.In the end, among the countries in the Euro zone, the 2013 budget allocated to the summer holidays(including transport, accommodation, food, leisure activities, etc.) remains at the same level as 2012 with anamount of 2,100 € (as opposed to 2,104 €).In detail, the attitude in the different countries shows subtle differences. The Spaniards are reducing theamount that they intend to spend during their holidays (1,607€, i.e. -256 €), likewise the Germans (2,343€, i.e.-129€). The average budget in France (2,140€, i.e. +28€) and in Italy (1,761€, i.e. +71€) shows a certainstability compared to 2012. Budget increases can thus be found on the Belgian side (2,508€, i.e. +101€) andon the Austrian side (2,505€, i.e. +325 €), the Europeans with the biggest budget for the summer holidays.
  5. 5. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20135Average budget in Euros per countryfor the 2013 summer holidays2013 Averagebudgetin €Change cf. 2012 –in EurosChange cf. 2012 –in %2012 Averagebudgetin €ALL 2 100€ -4€ 0% 2 104€Belgium 2 508€ +101€ +4% 2 407€Austria 2 505€ +325€ 13% 2 180€Germany 2 343€ -129€ -6% 2 472€France 2 140€ +28€ +1% 2 112€Italy 1 761€ +71€ +4% 1 690€Spain 1 607€ -265€ -16% 1 863€This year again, despite a sharp downward trend, the French still intend to go on holiday more than any othercountry. This behaviour logically follows a particular relationship between the French and holidays, since only7% of them are willing to save on this item. The proof lies in a budget that has been shown to be stable overthe years, despite an economic climate in which the crisis has endured.II. Within an altered socio-economic context, Europeans’ motivations remain identical:holidays at the seaside and a need for rest… and Europe is still preferred• The choice of destination for the summer holidays is still very pragmatic: the climate as an essential factorThis pragmatism on the part of Europeans is mainly linked to the search for a climate that guarantees the verybest conditions for their stay. Hence, 45% of holidaymakers consider that the climate is an essential elementin their choice of destination. Sensitivity to a terrorist risk is high, and arrives in second position (40%). Third onthe podium, thanks to the economic crisis, budget also continues to play a decisive role in the choice of theirholiday (39%). Next come health risks (33%), the options in terms of leisure activities and outings (32%), thequality of tourist infrastructures on-site (30%) and the risk of social unrest (29%).These choice criteria remain generally stable, along the same lines as 2012. All the same, the progressionmade by climate is to be noted (+5 points).In detail, each of the countries expresses particular expectations. A majority of Belgians (53%) view theclimate as the most vital factor, while budget (34%) and the quality of tourist infrastructures on-site (33%)come far behind.
  6. 6. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20136The Germanic countries, Germany and Austria, follow their very own trend by placing the risk of a terroristattack at the top (51% for both countries) followed by the climate (50% for Germany, 46% for Austria) andrisks of social unrest (48% for Germany, 47% for Austria).The Southern countries for their part put budget first: the Spanish podium thus comprises budget (44%), therisk of a terrorist attack 42%) and the climate (39%) while the Italian winning trio also comprises spending(49%), weather conditions (45%) then the quality of the tourist infrastructures on-site (38%).France, for its part, follows the European average, with climate as its first factor (41%), followed by the risk of aterrorist attack (40%) and finally budget (39%).• Rest-seeking Europeans continue to prioritise the seasideFollowing on from the previous years, 64% of European holidaymakers (+2 points cf. 2012) who plan ongoing to the seaside or coast will doubtless get their fill again this year. The other types of destination alsoremain at levels comparable to last year, with 17% for a touring trip (-1 point), 14% for stays in the mountains(-2 points) and in the country (-2 points), and 13% for the city (stable).This race to the seaside still applies today and is even stronger in certain countries, such as France (65%, +8points) and the UK (55%, +10 points).Moreover, the search for peace and quiet is still just as decisive for Europeans. 62% of them express a desirefor a restful holiday, as opposed to 36% who are more oriented towards discovery (stable).This hierarchy is observed in all seven countries, although the difference is accentuated among Frenchtourists, who want rest more than they did in 2012 (63%, +7 points) and who logically go away less for thediscovery aspect (35%, -8 points).• Ultimately, Europe remains the leading destination for EuropeansEuropeans stay relatively close to their country of origin for their summer holiday. Indeed, 81% ofholidaymakers (+2 points cf. 2012) think they will spend their summer holiday in Europe. As in previous years,other destinations are only marginally chosen: 3% will go to North America or Africa, 2% to Asia/Pacific orLatin America /Caribbean and 1% to the Middle East.France does well this year since it will welcome 18% of tourists, making it the leading destination forholidaymakers, followed closely by Italy (17%) and Spain (14%). The other Southern European countries(Portugal, Croatia, Greece, Crete…) seem to be better liked this year, since 12% are choosing these holidaydestinations, i.e. 3 points more than last year.This year once again, national tourism prevails in a few countries, and notably in Spain where the majority willstay in their country (65%, +12 points), in Italy (70%, stable), or France (60%, -7 points). In contrast, note thespecific situation in Belgium, since only 9% of holidaymakers will remain inside the territory.
  7. 7. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20137III. The Internet, an essential tool in holiday organisation that is meant to be more and morecontrolled• Established holiday organisation: in advance and “a la carte”Europeans seem to have a very specific outline when it comes to the organisation of their holidays. A verylarge majority prepare them in advance (73%) and this behaviour is dominant in all countries – although notean Italian temperament more prone to starting at the last minute (40%).Another specific characteristic, the organisation of these holidays takes place very largely “a la carte”, since71% of Europeans organise their trip themselves by buying separate services, while 25% buy “all-in”packages. This trend also predominates in each of the seven countries, and notably in France, the countrywhere they organise their own holidays the most (75%).• The Internet, a tool that is increasingly usedAlongside these various behaviours comes the Internet phenomenon, which has become more widespreadand established as a tool for the organisation of holidays over the years. Indeed, 56% of Europeans nowbrowse the web to make their reservations (planes, trains, hotels, hotel-clubs…), a figure in constantprogression (28% in 2005, i.e. a score that has doubled in a few years).The British use this tool the most (66%) for booking their holidays, followed by the Belgians (58%), French(57%), Germans (55%), Austrians (54%), Italians (49%) and lastly the Spaniards (47%).In addition to the reservation, Europeans have the social networks on the Internet (e.g. Twitter, Facebook,Pinterest, etc…) for making their choice of destination. Moreover 20% of them claim that they consult or arethinking of consulting them in the future. Here, the ranking is somewhat different from the previous one.Spaniards are in fact the ones who resort to the social networks the most to get informed (32% consult or arethinking of consulting them), then the British (27%), Italians (20%), Germans (19%), Austrians (14%), Belgians(14%), and finally, the French (7%). Indeed, with 1.6 devices per person (desktop computer or laptop, tablet orsmartphone) as opposed to 1.9 in Spain or 1.8 in the UK, French consumers are less well equipped withonline devices than the other countries investigated, according to a survey conducted by the Forrester firmamong 22,000 people in five European countries. The social networks themselves are somewhat disdainedby our compatriots: only 7% of adults have a Twitter account, as opposed to 18% in the above-mentionedcountries.
  8. 8. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20138IV. Within a European context dominated by concerns of an economic and social nature, thelevel of fear in relation to holidays has slightly dropped• Europeans’ risk coverage remains generally stableThe intensity of coverage that Europeans call upon is at the same level as before: holidaymakers areessentially covered for all risks concerning their home (65%). Next come health problems that they or theirfriends and family travelling with them might experience (63%), a vehicle breakdown (58%), transportaccidents (57%) or the loss of personal belongings (53%). The less common types of coverage concernhealth risks for friends and family not travelling with them on holiday (32%), the risk of natural disasters (31%),a public transport strike or delays (27%) and risks of a terrorist attack.This degree of protection fluctuates according to nationalities. The UK has the highest rate of coverage in alarge number of areas while at the extreme opposite, the Italians are generally less well covered on almost allpoints (home, personal belongings, health, vehicle breakdown, transport accident…).The French are the ones who insure their homes the most (91%) and are the most covered in relation to apossible vehicle breakdown.Europeans’ confidence seems to be invested in the usual insurance companies for their holidays, since 61%of holidaymakers take out their insurance/assistance policy from their usual insurance company. A stablefigure compared to 2012, which accentuates the increase registered in 2011 (which was +5 points).Maintaining a certain level of insurance goes hand in hand with a slight drop in holidaymakers’ concerns.However some disparities can be noted between concerns and coverage of concerns. For example, thehealth of friends and family not accompanying us concerns 63% of Europeans whereas only 32% arecovered on this subject. A similar situation prevails with regard to public transport strikes or delays (38%concerned as opposed to 27% covered) or on the subject of natural disasters (40% as opposed to 31%).V. A century of tourism: improvements in travel and holidays over the last 50 years anddesires for the half-century to comeOn the occasion of the fiftieth anniversary of Europ Assistance, this year we questioned Europeans about themost important improvements of the last fifty years in terms of tourism, along with their desires for the next fiftyyears.• Transport, Internet and insurance: the winning trio for the past 50 years of tourismThe changes impacting travel and holidays most acknowledged by Europeans are the development of airtransport for 72%, the possibility of organising holidays via the Internet for 71% and the fact of being insured,assisted and protected in the event of a problem during the holidays for 69%. Following these three come thechance for more and more people to go on holiday (67%), the option to travel more often (65%), and thelower cost of travel (58%).
  9. 9. Ipsos / Europ Assistance Group barometerEuropeans’ Plans and Concerns for the 2013 holidays – Synthesis of findings – May 30th, 20139In detail, in Germany, 48% of the population view the Internet as a highly significant progress, 41% for thedevelopment of air transport and 36% for the fact of being insured, likewise in the UK (respectively 49%, 46%,36%), in Italy (53%, 52%, 35%) and in Austria (49%, 41%, 35%).In Spain, the development of air transport takes the place of honour (47%), followed by the Internet (46%) andthe fact of being insured (45%).France and Belgium follow a similar trend than the average, except that the 2ndand 3rdposition are reversed.So we find the Internet in first place (very important for 44% of French people and Belgians), ahead of the factof being insured (34% in France and 43% in Belgium, the highest score) and lastly air transport (33% inFrance and 39% in Belgium).Despite these specificities, in the end the main improvements acknowledged relate to accessibility, whetherphysical or digital.• 2013-2063: what do Europeans dream of for the half-century to come? : a precise weather forecast and anexpress transportation for their future holidaysEuropeans’ desires for the next fifty years are pragmatic: 65% would like to get a precise weather forecast fortheir destination at the time of making bookings and 63% to travel to the other side of the world in a few hours.Further on in the ranking, we find unlimited travel through purchasing an annual package (53%), travelling intospace (28%) and going on holiday from the comfort of your home through technological means (headset,virtual reality, etc.) (23%).The geographic differences are remarkable however. Two groups can be distinguished:1. The “Weather worriers” whose main desire is to have a precise weather forecast. That is the case for theSpaniards (71%), Germans and Austrians (both at 63%) and Belgians (60%).2. And the “Hurriers”, including the British (79%), Italians (74%) and French (63%), for whom the desire totravel to the other side of the world in a few hours takes the first place.European holidaymakers are therefore envisaging their stay from a pragmatic angle most of all, both via theprogress established over the past 50 years but also over the fifty years to come.Ipsos Public Affairs