La présentation des résultats de l'étude "Digital Index : Travel & Tourism" de Text100 pour l'échantillon français.

1. France Report
TEXT100 Digital Index:
Travel Tourism

2. TOP OBSERVATIONS FOR FRENCH TRAVELLERS
• French holiday makers travel within their country more often than EMEA and
the global average.
• French travellers typically take holidays (both local and overseas) lasting either
one or two weeks.
• Traditional travel agents are critical in the holiday decision making process for
the older age groups.
• Information on cleanliness and the quality of service is important when reading
reviews.
• Tickets for accommodation/transport are typically purchased from either Online
travel, Individual provider or Airline websites. Tickets for attractions/activities
are often purchased at the venue on arrival.
• Value for money and escapism is very important to French travellers when
choosing location or activities. Relaxation is considered less important in
comparison to EMEA and the global average.
• The most common interest is Historical sites. French travellers are much less
likely to be interested in shopping.
• Writing reviews during and after a vacation is popular amongst the older age
groups.

3. TRAVEL PATTERNS
Where, when, and for how long?

4. France has similar travel patterns to EMEA and the global average within
the last 12 months
Q Have you travelled for leisure purposes in the last 12 months?
GLOBAL EMEA
Yes, within my country Yes, within my country
of residence 77% of residence 73%
Yes, outside my country Yes, outside my country
of residence 44% of residence 52%
FRANCE
Yes, within my country
of residence 76%
Yes, outside my country
of residence 54%
Bases; Global:4600 EMEA:1800 FRANCE: 500

5. France plan to travel less in the next 12 months than EMEA and the global
average.
Q Do you intend to travel for leisure purposes in the next 12 months?
GLOBAL EMEA
Yes, within my country of Yes, within my country of
residence 50% residence 47%
Yes, outside my country Yes, outside my country
of residence 40% of residence 44%
FRANCE
Yes, within my country of
residence 42%
Yes, outside my country
of residence 40%
Bases; Global:4600 EMEA:1800 FRANCE: 500

6. Nearly 70% travel more than once a year within their country. Almost three
quarters travel beyond their continent.
Q In a year approximately how often do you: travel within country/continent/beyond for vacation/leisure/holiday?
Within Country Within Continent Beyond
53%
39%
34%
27% 28% 28%
23%
17%
14%
11% 10%
2% 6% 4% 1% 2% 0% 1%
I don't Less than once a year Once a year 2-4 times per year 5-12 times per year A few times per
month
Base: 500

7. France holiday makers travel slightly more often within their country than
EMEA and the global average.
Q In a year approximately how often do you: travel within country for vacation/leisure/holiday?
GLOBAL EMEA
A few times per month 3% A few times per month 2%
5-12 times per year 12% 5-12 times per year 11%
2-4 times a year 44% 2-4 times a year 47%
Once a year 30% Once a year 30%
Less than once a year 9% Less than once a year 8%
I don't 2% I don't 2%
FRANCE
A few times per month 2%
5-12 times per year 14%
2-4 times a year 53%
Once a year 23%
Less than once a year 6%
I don't 2%
Bases; Global:4600 EMEA:1800 FRANCE: 500

8. France holiday makers have similar vacation patterns to EMEA and the
global average when travelling within their continent.
Q In a year approximately how often do you: travel within continent for vacation/leisure/holiday?
GLOBAL EMEA
A few times per month 2% A few times per month 1%
5-12 times per year 6% 5-12 times per year 4%
2-4 times a year 25% 2-4 times a year 21%
Once a year 36% Once a year 41%
Less than once a year 19% Less than once a year 22%
I don't 12% I don't 11%
FRANCE
A few times per month 0%
5-12 times per year 4%
2-4 times a year 28%
Once a year 39%
Less than once a year 17%
I don't 11%
Bases; Global:4600 EMEA:1800 FRANCE: 500

9. The same is true when travelling beyond their continent.
Q In a year approximately how often do you: travel beyond continent for vacation/leisure/holiday?
GLOBAL EMEA
A few times per month 1% A few times per month 1%
5-12 times per year 3% 5-12 times per year 2%
2-4 times a year 9% 2-4 times a year 8%
Once a year 29% Once a year 29%
Less than once a year 29% Less than once a year 37%
I don't 29% I don't 23%
FRANCE
A few times per month 1%
5-12 times per year 1%
2-4 times a year 10%
Once a year 34%
Less than once a year 28%
I don't 27%
Bases; Global:4600 EMEA:1800 FRANCE: 500

10. The majority of both local and overseas holidays are either one or two
weeks in duration.
Q What is the typical duration for your vacation/holiday when you stay locally/overseas?
Locally Overseas
35%
32%
30%
27%
17%
16%
10% 10%
9%
6%
2% 4% 0% 1%
Weekend 3-4 days 1 week 2 weeks 3 weeks One Month Longer than a
month
Base: 500

11. French travelers take longer local holidays than EMEA and the global
average.
Q What is the typical duration for your vacation/holiday when you stay locally?
GLOBAL EMEA
Weekend 19% Weekend 18%
3-4 days 31% 3-4 days 27%
1 week 31% 1 week 31%
2 weeks 13% 2 weeks 17%
3 weeks 3% 3 weeks 4%
One month 2% One month 2%
Longer than one month 1% Longer than one month 1%
FRANCE
Weekend 10%
3-4 days 17%
1 week 35%
2 weeks 27%
3 weeks 9%
One month 2%
Longer than one month 0%
Bases; Global:4600 EMEA:1800 FRANCE: 500

12. When staying overseas, French travelers having similar holiday durations to
EMEA and the global average.
Q What is the typical duration for your vacation/holiday when you stay overseas?
GLOBAL EMEA
Weekend 15% Weekend 11%
3-4 days 11% 3-4 days 8%
1 week 33% 1 week 34%
2 weeks 26% 2 weeks 32%
3 weeks 6% 3 weeks 7%
One month 5% One month 5%
Longer than one month 4% Longer than one month 3%
FRANCE
Weekend 16%
3-4 days 10%
1 week 32%
2 weeks 30%
3 weeks 6%
One month 4%
Longer than one month 1%
Bases; Global:4600 EMEA:1800 FRANCE: 500

13. INFLUENCE FOR VACATION DECISIONS
Information sources

14. Deal sites are more helpful to French travelers than they are for EMEA.
Q To what extent do the following help with your initial decision of holiday destination tourist attraction or leisure activity?
And Q Once you have decided on your actual destination or specific activity, how important are the following in informing
the fine details of your trip?
Comparing initial decision across the globe (those who agree or strongly agree)
Standard Internet research
55%
49% 49%
Global EMEA FRANCE
42% 42% 43%
41%
37% 37%
33% 34%
31%
26%
22%
16%
Internet search Indiviual providers Online travel websites Tourist board websites Deal sites
websites
Bases; Global:4600 EMEA:1800 FRANCE: 500

15. Traditional travel agents and online travel websites are critical in the
decision process of those aged 65+ whereas younger age groups give a
higher importance to friend and family recommendations.
Q Of the options, what is the single most important source of information critical to your decision process?
5%
Friends and family 34%
33%
recommendations 35%
37%
40%
10%
16%
Internet general search 9%
13%
9%
7%
5%
1%
Internet reviews by travel bloggers 9%
7%
10%
7%
10% 65+ 55-64 45-54
15%
Individual providers' websites 13%
8% 35-44 25-34 18-24
8%
7%
19%
10%
Online travel websites 5%
7%
4%
4%
29%
12%
Traditional travel agents 11%
7%
8%
7%
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

16. REVIEWS AND HOLIDAY INSPIRATION
The roles digital reviews and social media play in decisions

17. When reading reviews, information about the quality of service and
cleanliness are more important to French travelers whereas surrounding
attractions and special packages are less so.
Q When you read review/write-ups about potential locations/activities, what kind of information are you typically looking
for? Please choose top 5
Global EMEA FRANCE
52%
51% 50%
40% 39%
35% 34%
34% 35%
33%
30% 30% 29% 29%
29% 30%
29%
26% 25%
23% 24% 23%
23% 22% 23% 24%
20% 21% 21% 20% 22%
21% 20% 21%
18% 17% 16% 16%
15%
13% 14%
10%
Bases; Global:4600 EMEA:1800 FRANCE: 500

18. Around 60% regard the independence of a reviews as important. French
travellers are more likely to judge a review by the ensuing comments but
care less about where the review was found.
Q When reading a travel review, how important is it that it’s an independent review? And Q How do you judge whether a
review is independent or not?
Not that
important Global FRANCE
at all
3% Whether review has balanced comments 43%
30%
Very Where review was found 30%
important 14%
Not that
12%
important 25%
Assess the ensuing comments on the review
16% 32%
Whether person been paid to do review 18%
9%
Not sure Quite
20% important 18%
I'm not sure
49% 25%
Whether they are recognised as an 15%
authority on the subject 13%
Whether they openly speak for an 11%
organisation 7%
Other 2%
2%
Base: 500

19. Those aged 25-34 are the most likely to use social media platforms to get
ideas and inspiration for holidays. Older age groups are much less likely to
use it.
Q In the last 6 months, have you used Facebook, Twitter or another social media platform to get ideas and inspiration for:
5%
1% 65+
Vacation activities 6%
14% 55-64
20%
18% 45-54
0% 35-44
1%
Attractions 3% 25-34
7%
8% 18-24
5%
0%
7%
Restaurants 7%
7%
16%
16%
0%
3%
Travel destinations 10%
12%
16%
18%
5%
9%
Hotels 7%
15%
18%
16%
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

20. DRIVERS FOR CHOOSING ATTRACTIONS

21. Tickets for accommodation/transport are typically purchased from Online
travel, Individual providers’, and Airline websites whereas tickets from
attractions/activities are often purchase at the venue on arrival.
Q Where do you typically prefer to purchase your tickets to....
39%
35%
33% Accommodation/transport
30%
Attractions/activities
22% 22% 22%
20%
18% 18% 17%
15%
12%
10%
8%
5% 5% 4% 4% 4% 4%
3%
1% 1% 1% 1%
Base: 500

22. Tourist board websites are slightly more popular to French travellers when
purchasing tickets for accommodation/transport.
Q Where do you typically prefer to purchase your tickets for accommodation/transport
45%
41% Global EMEA FRANCE
37%
35% 35% 35% 35%
33%
30%
28% 28%
22% 23% 21% 22% 22%
19%
17%
15%
13% 12%
11% 10% 9%
7%
4% 5% 4% 5%
3%
Online travel Airline Individual Traditional Special offers Tourist board At the venue Links/adverts Links/adverts Links/adverts
websites websites providers travel agent via general websites on arrival connected to from connected to
websites search Internet Facebook articles
reviews (Kaixin,
RenRen)
Bases; Global:4600 EMEA:1800 FRANCE: 500

23. The overwhelming reason for choosing a location or an activity is value for
money.
Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically
choosing the....
Location
66%
58% Activities you undertake
34% 35%
32%
29% 28%
21%
17%
12% 14% 13%
Value for money Relaxation Experiencing Friends recommended It looked fun Convenience
something different it
Base: 500

24. Relaxation is less important to French travellers whereas escapism is the
second most popular reason for choosing a location.
Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically
choosing the location
66% GLOBAL EMEA FRANCE
61%62%
51% 50%
47% 45%43% 43%
34% 35%35% 33%
29% 31% 29% 29%
26% 27% 28%27% 26%
23% 25% 24% 25% 25% 25%
22%
18%
12% 14%
9%
Bases; Global:4600 EMEA:1800 FRANCE: 500

25. Again escapism is very important when choosing an activity whereas
relaxation is less important. French travellers are less likely to choose an
activity because it “looked fun”.
Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically
choosing the activity
GLOBAL EMEA FRANCE
58%
52%
50%
44%
42% 41%
39% 40% 39%
38%
31% 32%
30%
28% 27% 27%
25%
23% 24% 23% 23%
21% 20% 21% 20% 21%
20% 21%
17% 18% 18%
14% 14% 15%
13% 13% 13%
11% 10% 9%
6% 7% 7% 8% 7% 8% 7%
5%
Bases; Global:4600 EMEA:1800 FRANCE: 500

26. INTERESTS AND COMMENTING
ONLINE

27. Historical sites is the most common interest amongst French travellers with
nearly a third commenting online about it.
Q Which of the following interests for you or your holiday companions have?/Q Which are you most likely to comment
about online?
57%
53%
48% Interests Comment online
41%
39%
34%
32% 31%
27% 27%
25% 25%
18% 19% 18% 19%
14% 14% 15% 14% 14%
11% 10%
9% 9%
7% 7% 7%
5% 4% 4%
3% 3%
1% 1% 2% 1%0%
Base: 500

28. An interest in shopping is much less common amongst French travellers
than EMEA and the global average. An interest in historical sites is more
common.
Q Which of the following interests for you or your holiday companions have?
57% 58%
55% 54% 56%
54% 53% 53% 53%
50%50% GLOBAL EMEA FRANCE
48%
43%
41% 41%41% 41%
39% 39% 38%
36%
34%
31% 32%
30% 29%
25% 26% 25% 25%
25%
22% 22% 22%
19% 18%
14% 14% 15%
Bases; Global:4600 EMEA:1800 FRANCE: 500

29. Historical sites is the most prominent interest across all age groups apart from
those aged 25-34 who are most interested in relaxing by the pool or beach.
Q Which of the following interests for you or your holiday companions have?
67% 18-24 25-34 35-44 45-54 55-64 65+
60% 59%
56%56% 56% 55%
54% 53%
52% 50%
49%
47%
45%
43% 42% 42% 42% 42% 43%
40% 40%
39% 40% 39%
38%
36% 35%
32% 33% 33% 33%
28% 28% 29% 30%
26%
24% 24%
23% 23% 23% 22%
20% 21% 21%
19% 19%
16% 16% 16% 15%
13%
13% 14%
10% 10% 11% 11%
10%
5% 5% 5%
0% 0%
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

30. French travellers comment online about what they are most interested in.
Nearly a third will comment on historical sites.
Q Which are you most likely to comment about online?
32%
29%
27% 27%
26%
25% 25%
24%
23% 23% 23%
GLOBAL EMEA FRANCE
19% 19%
18% 18%
16% 16% 16%
15%
14% 14% 14% 14%
13% 13%
12% 12%
11%
10% 10%
9%
8%
7%
Bases; Global:4600 EMEA:1800 FRANCE: 500

31. TECHNOLOGY ON VACATION

32. Taking a camera on holiday is common with over 80% of French travelers
taking one. Taking some type of phone is also common.
Q When travelling on a leisure break, what gadgets do you tend to take with you?/Q Which do you make sure you have 3G
or WiFi access on?
Gadgets taken
81%
3G or WiFi access
49%
44% 42% 40%
32%
21%
15%
7% 3% 11% 11% 4% 1% 10% 3% 3% 10%
Base: 428 Only those with Smartphone, standard mobile
phone, e-book, notebook/laptop computer or iPad/tablet

33. Around 40% are likely to download and app whilst on vacation. Google
maps and Mappy are particularly popular.
Q How likely are you to download apps which are specifically related to your trip (e.g. city guide) before you go on vacation?
Q Can you name them?
Very
Not at likely
all likely 11%
26%
Quite
likely
Not
28%
very
likely Not
20% sure
22%
The larger the word, the more frequent the mention
Base: 428 Only those with Smartphone, standard mobile
phone, e-book, notebook/laptop computer or iPad/tablet

34. Weather apps are the most used amongst French travellers whereas
orientation maps are also popular.
Q What type of travel app do you use most often on your Smartphone/tablet device while on vacation?
Local weather 34%
Google maps/GPS 32%
City guide 28%
Restaurant finder 22%
Currency app 18%
Public transport 16%
Translation/language app 14%
World clock 7%
Airline app 7%
Base: 428 Only those with Smartphone, standard mobile
phone, e-book, notebook/laptop computer or iPad/tablet

35. French travellers are less likely to use apps whilst on vacation compared to
EMEA and the global average.
Q What type of travel app do you use most often on your Smartphone/tablet device while on vacation?
40%
38%
37% Global EMEA FRANCE
35% 36%
34%
32% 32%
30%
29%
28%
25%
24%
22% 22%
21%
20%
18%
18% 18%
17%
16%
16%
14% 14%
13% 13%
12%
11%
10% 10%
7% 7% 7%
6% 6%
4% 4% 4%
1% 1% 1%
Bases; Global:4600 EMEA:1800 FRANCE: 500

36. Apart from keeping in touch with friends and family and taking
photos/videos, mobile devices are rarely used whilst on vacation.
Q What do you tend to use your mobile device for when travelling for leisure purposes?
Keeping in touch with family/friends through… 70%
Take photos/videos 31%
Surfing the web to research surrounding areas 20%
Keeping up-to-date current affairs 20%
Social media networks 17%
Listen to music 14%
Work related e.g. Checking e-mails 11%
I don't travel internationally 5%
Watch videos 5%
Read e-books and e-magazines3%
Base: 500

37. French travellers use their mobile devices less whilst on vacation in
comparison to EMEA and the global average.
Q What do you tend to use your mobile device for when travelling for leisure purposes?
70%
68% 69%
GLOBAL EMEA FRANCE
43%
38%
33%
31%
28%
25%
23% 22%
20% 21% 20% 20%
17% 17% 16%
14% 13%
11% 11%
9%
6% 5% 6% 7% 6%
5%
3%
Bases; Global:4600 EMEA:1800 FRANCE: 500

38. SOCIAL MEDIA
On and after vacation

39. Over a third of French travellers will share a video or photos of their holiday
experiences whilst on vacation.
Q Thinking about your interaction with social media platforms whilst you are away on your trip, when you’ve been away
which of the following have you done?
Share a video or photos of your experience 34%
Sign up for a coupon/loyalty programme for
the location/experience 17%
Write a review on a travel related to forum 15%
Share a blog post/news story related to your
travel destination using social networking 15%
Liked the location on social media 14%
Check-in at a physical location using social
media 13%
Comment on a news story about
location/experience 13%
Comment/write on the
location/experience's social media property 11%
Tweet about your experience 5%
Base: 500

40. French travellers are less likely to get involved with social media platforms
whilst away on vacation.
Q Thinking about your interaction with social media platforms whilst you are away on your trip, when you’ve been away
which of the following have you done?
47%
Share a video or photos of your experience 42%
34%
Share a blog post/news story related to your travel 24%
17%
destination using social networking 15%
22%
"Liked" the location on social media 20%
14%
20%
Write a review on a travel related forum 14%
15%
18%
"Check-in" at a physical location using social media 15%
13%
Sign up for a coupon/loyalty programme for the 17%
13%
location/experience 17%
Comment/write on the location/experience's social 16%
10%
media property 11%
15%
Tweet about your experience 9%
5%
Comment on a news story about 12%
10%
location/experience 13%
GLOBAL EMEA FRANCE
Bases; Global:4600 EMEA:1800 FRANCE: 500

41. Around 60% of French travellers could be persuaded to get involved in
social media sites whilst on vacation with nearly 40% citing free WiFi as
something that could persuade them.
Q Which of the following would persuade you to create online content or get more actively involved with social media sites
while on your vacation?
Free WiFi at the location 38%
Nothing would persuade me 38%
Being rewarded through a loyalty/discount scheme for
participation 15%
If the content was something my friends and family
would enjoy seeing 11%
Cheaper international data packages 10%
Being recognised/rewarded on the spot by a member of
the staff at given loaction for my participation 10%
Ability to connect to social media platforms on my
mobile phone 9%
If the location/experience took the photo for/of me for
free and easily enabled me to post it 6%
If it was made into more of a game 4%
If it was related to some kind of celebrity competition 2%
Base: 500

42. French travellers are less likely to be persuaded into getting involved in
social media sites whilst on vacation
Q Which of the following would persuade you to create online content or get more actively involved with social media sites while on
your vacation?
49%
Free WiFi at the location 42%
38%
25%
Nothing would persuade me to get more involved 34%
38%
25%
Cheaper international data packages 21%
10%
Being rewarded through a loyalty/discount scheme for 24%
19%
participation 15%
Ability to connect to social media platforms on my 22%
12%
mobile phone 9%
If the content was something my friends and family 21%
16%
would enjoy seeing 11%
Being recognised/rewarded on the spot by a member of 17%
12%
the staff at given loaction for my participation 10%
If the location/experience took the photo for/of me for 16%
9%
free and easily enabled me to post it 6%
8%
If it was made into more of a game 6%
4%
6% GLOBAL EMEA FRANCE
If it was related to some kind of celebrity competition 3%
2%
Bases; Global:4600 EMEA:1800 FRANCE: 500

43. Nearly a quarter of French travellers will write a review after returning
from vacation.
Q Which do you typically do within around a month of returning from your vacation?
Share a video or photos of your experience 41%
Write a review on a travel related to forum 23%
Share a blog post/news story related to your travel
destination using social networking 16%
Comment/write on the location/experience's social
media property 15%
Sign up for a coupon/loyalty programme for the
location/experience 14%
"Liked" the location on social media 12%
Comment on a news story about
location/experience 12%
"Check-in" at a physical location using social media 9%
Tweet about your experience 5%
Base: 500

44. Writing reviews and signing up for coupon/loyalty programmes is most
popular amongst older age groups whilst using social media platforms is
more popular amongst younger age groups.
Q Which do you typically do within around a month of returning from your vacation?
29% 39%
Share a video or photos of your experience 27%
27% 40%
39%
1% 5% 14%
"Liked" the location on social media 14% 19%
35%
Share a blog post/news story related to your 1% 5% 14%
18%
travel destination using social networking 18% 32%
Comment/write on the location/experience's 7% 10%
6% 11%
social media property 13% 18%
Comment on a news story about 18% 29%
11% 16%
location/experience 8% 12%
"Check-in" at a physical location using social 1% 14%
13% 65+ 55-64 45-54
13%
media 12% 19% 35-44 25-34 18-24
Sign up for a coupon/loyalty programme for the 33%
17%21%25%
location/experience 7% 11%
1% 10%
Tweet about your experience 0% 7%
5%7%
7% 33%
Write a review on a travel related to forum 16% 22%
17%
4%
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

45. In order to get French travellers more involved in social media, a
loyalty/discount scheme as well as making content relevant to friends
would help.
Q What about when you return from vacation, what would persuade you to create online content or get more actively
involved with social media sites?
Nothing would persuade me to get more
involved 38%
If the content was something my friends
and family would enjoy seeing 22%
Rewarded through loyalty/discount scheme 19%
If it was made into more of a game 10%
Recognised/rewarded by staff at given
location 9%
Connect social media platforms on my
mobile phone 8%
Other 8%
Location/experience took photo for/of me
for free 6%
If it was related to some kind of celebrity
competition 3%
Base: 500

46. French travellers are more likely than EMEA and the global average to
comment online about their negative experiences whilst on vacation.
Q Are you more inclined to post about negative or positive experiences?
GLOBAL EMEA
23% 26%
Neither
17%
Positive 7%
35%
44%
Both FRANCE
equally
42%
15%
Negative
6% 30% 10%
45%
Bases; Global:4600 EMEA:1800 FRANCE: 500

47. Circle of influence: Social media and internet reviews
Q To what extent do the following help with your initial
decision of holiday destination tourist attraction or leisure 30%
activity? (those who answered agree or strongly agree)
23%
15%
Initial decision 12% 11% 11%
Social media is used by a on holiday
minority throughout the holiday
process.
Q Which do you typically
do within around a month Q Thinking about your interaction
of returning from your with social media platforms whilst
vacation?
you are away on your trip, when
After you’ve been away which of the
Whilst away
41% returning following have you done?
34%
on vacation
from vacation
23% 17%
13% 13% 14% 15% 15%
16% 15% 14% 11%
12% 12% 9% 5% 5%
Base: 4600

48. MERCI!!