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Russian tourism to Europe - Facts & Trends 2013


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Russian tourism to Europe - Facts & Trends 2013

  1. 1. Russian outbound tourism to Europe – Facts & Trends Prepared by Paspartu.Travel
  2. 2. One of the largest travel markets Key facts: Russia has become the 7th largest travel market by expenditure, and is the 2nd only to China in terms of travel growth prospects Annual spend on travel (EUR bn, 2012, UNWTO) 1 Additional trips per annum expected by 2017 from 2012 base (Euromonitor)
  3. 3. Growing Russian travel market to Europe Strong economic growth continues to drive purchasing power and travel expenditure by Russians Thousands of Russian tourists abroad (RosStat, ATOUT) 7–16% expected growth in number of trips abroad by Russians between 2012 and 2015 (Roland Berger, ATOUT) 77% proportion of Russians who named Western and Central Europe as the most appealing destination (Roland Berger, ATOUT) 2
  4. 4. Russian middle class embracing travel Russian middle class is the main growth driver for the outbound travel market in Russia 45% percentage of Russians forecasted by Merrill Lynch to be in middle class segment by 2020, up from 14% in 2012 We expect Russian travel abroad to grow in tandem – from 16% travelling abroad in 2011 (source: Levada study) Distribution of household income in 2012 (ATOUT, 2012) Poll results: how often do you travel abroad? (Levada, 2012) 3
  5. 5. Russian travellers – who are they? Middle class with families: mainly in the market for beach holidays, more susceptible to promotions and last-minute deals. Traditionally book via retail travel agents Young professionals: travel is part of lifestyle and number of destinations visited is a status symbol. Adventurous and techsavvy. More likely to book online and explore new destinations & experiences. Ultra Wealthy: discerning and very demanding travellers, cash & time rich. Often most visible but hard to reach segment of Russian clientele covered by concierge services and VIP TAs 4
  6. 6. Where do they typically go? Cold weather and lack of local infrastructure lead Russians to holiday abroad Thousands of Russian tourists per destination (RosStat, 2012) Traditionally most popular destinations were best value, sunny, visa-free or visaon-arrival: Turkey, Egypt & Greece China & Finland are popular day-trip destinations (for shopping) Germany is also a popular transit hub Spain is the largest fast-growing market in W Europe (40% in 2012) Russian tourism to Thailand has grown by 49% CAGR since 2008 5
  7. 7. Where do they want to go in the future? European countries mentioned as most appealing for a beach holiday European countries mentioned as most appealing for a ski holiday Spain & Greece are increasingly popular for quality beach holidays… ..while France meets their growing appetite for ski, wellness and cultural vacations. European countries mentioned as most appealing for a visit holiday 6 European countries mentioned as most appealing for a spa/ wellness holiday
  8. 8. How do they plan? 65% Sources influencing the choice of a holiday destination by discretionary travellers percentage of Russian discretionary travellers who used websites to decide on their next destination (source: PhoCusWright) 7 Type of websites used for research by discretionary travellers
  9. 9. How do they spend? Russian are notorious high spenders: 54% percentage of Russian tourists in France who stayed in 4 or 5 star hotel (survey by Roland Berger for ATOUT, 2012) Average spend per person per trip by destinations (Euromonitor, 2012) 8 Breakdown of a typical spend by a Russian tourist in France (ATOUT, 2012)
  10. 10. What to watch? Relaxation of visas to Western Europe Low cost airlines Online shopping – growing rapidly from a low base Shift from packaged tours to independent travel 9
  11. 11. About Paspartu.Travel Paspartu is a unique online travel platform for Russian speakers Combining proprietary travel guides, booking engines and planning tools we strive to empower independent travellers to experience “travel as it should be – designed by you” Paspartu works with a growing number of travel & hospitality providers & intermediaries, providing them with: Business listings on our pages Targeted discount & promotion arrangements with relevant Commission-based sales channels via APIs or affiliate programs To find out more: email us at or visit 10