1. Ipsos / Europ Assistance Barometer
European holidaymakers’ intentions and
concerns
Summary
Ipsos for Europ Assistance
May 13 2014
Contacts Ipsos Public Affairs:
Fabienne SIMON 01 41 98 92 15 fabienne.simon@ipsos.com
ClotildeCOMBE 01 41 98 90 95 clotilde.combe@ipsos.com

2. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
2
Presentation of the Ipsos / Europ Assistance Barometer
“European holidaymakers’ intentions and concerns 2014”
On behalf of Europ Assistance, Ipsos conducted a survey among a sample of
3,505 Europeans aged 18 years and over (French, German, British, Italian,
Spanish, Belgian and Austrian), from February 10 to March 21 2014. This
survey was conducted over the phone, at the homes of the people
questioned and based on the quota method (gender, age, profession of head
of household, region and agglomeration size).
With the 2014 summer holiday season approaching, the aim of this study was
to evaluate intentions to go on holiday among residents of the countries
concerned, their motivations, along with the destinations and types of stay
preferred.
The Ipsos / Europ Assistance barometer “European holidaymakers’ intentions
and concerns” also established the goal of evaluating the risks perceived by
tourists, and ascertaining how well covered they feel in relation to those risks.

3. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
3
I. Europeansare increasingly unequal as concerns the possibility of going on holiday
In2014, a greater number ofEuropeanswill not be able to go on holiday
This year, almost 30% of Europeans will not go on holiday at all (29% exactly, i.e. 3 points more than last
year). The fact of giving up on their holiday is affecting Europeans who would previously leave once in the year
whereas holidaymakersplanning to go away several times willbe able to do so. It is also the least privileged people
who will need to downsize their project: among them, women (32%, +5 pts compared to 2013) and above all
pensioners (42%, +10 pts). The increase can mainly be seen in France, Belgium and Italy, whereas the Iberian
Peninsula still displays a record level (40% of Spaniards will not go away in 2014). In contrast, in the Germanic
countries, only20% of the population will not go away, i.e. almost 10 points less than the European average.
Summer holidays: certain Europeanswill need to give up on them thisyear
As concerns summer holidays, departure intentions are still at 54%, as in 2013. This figure does however
cover some major disparities: in terms of profile, women and pensioners will go away in the smallest
numbers this summer (respectively 51% and 40%, i.e. -3 pts and -7 pts compared to 2013). These drops are
compensated for by a change in habits among “multi-vacationers”, i.e. Europeans with the means to leave
several times during the year. The latter do in fact have a greater intention to go away in the summer than in
2013: 80% of those who will leave twice in the year will go on holiday in the summer (+ 7 pts compared to 2013)
and the figure is85% for those who will leave 3 times and more in the year (+5 pts).
Likewise, the differences between countries are great: the Austrians stand out clearly this year with a real
“boom” in intentions to go away in the summer (+11 pts), even reaching a higher score than before the economic
crisis. Slightlymore Germans than last year willgo on holidayduring the fine weather season (56%, +4 pts).
The situation of the Germanic countries contrasts with that of the other countries in the Union, who have
been confronted for several years with a continuous drop in intentions to go on summer holiday. In that
respect, France once again loses a few points (58%, - 4pts): while twice as small as it was between 2012 and
2013, this further erosion tends to put France within the European average, and its particularity as a country where
people go on holiday a lot is disappearing year after year. However, it is still privileged compared to the other Latin
countries, particularly Spain which is stabilising at the lowest level (42%), and Italy which has not moved back up
(52%) after the spectacular drop observed between 2011 and 2013 (-26 pts in two years, from 78% to 52%).
Belgium for its part shows 47% departure intentions, far from the rate registered before 2013, a year when it
registered a loss of 10 pts.

4. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
4
Holiday intentions by country for the period June toSeptember 2014 inclusive
Yes, several
times
Yes, once
Total
“Yes”
Change in total
c.f. 2013
Change in total
c.f. 2012
ALL 17% 37% 54% = -4 pts
Austria 22% 46% 68%  + 11 pts + 9 pts
France 14% 44% 58%  -4 pts -12 pts
Germany 15% 41% 56%  + 4 pts + 1 pt
UK 26% 28% 54% - 2 pts + 3 pts
Italy 18% 34% 52% - 1 pt -11 pts
Belgium 13% 34% 47% - 2 pts -12 pts
Spain 11% 31% 42% = -9 pts
Europeans show a marked desire to preserve their summer holiday budget as much as possible, but
the proportion of those who no longer have the capacity to maintain it has increased considerably in
certain countries
Along with cultural consumer goods, the holiday budget ranks 2
nd
among the items which Europeans plan to save
money on (14%), behind clothing (17%). But for all countries and to various degrees, holidaymakers wish to
preserve their entire budget as much as possible, on a par with their resources, making the most limited savings
possible. Hence, Europeans who are able to go away mostly subscribe to the notion of a pleasure-based expense
they can live with for such a specialmoment in the year.
But 22% of Europeans are left with no choice but to give up on their summer holiday this year, with this rate
reaching almost 40% in Spain and Italy (respectively39% and 38%, +6 pts compared to lastyear).
So more and more, we can see a Europe operating at several speeds outlined when it comes to access to
summerholidays, as shown by the analysis ofholidaybudget amounts among survey respondents.
Europeans’ holiday budget: growing gaps between Northerncountriesand Latincountries
Overall, Europeans’ average budget dedicated to summerholidays appears to be fairly stable: 2,313 € as opposed
to 2,242 € in 2013, i.e. + 71 €. Unlike last year, there has been no negative change in budgets. The 2014 trend
sees a slight increaseby a few dozen euros compared to 2013 (onlythe UK and Spain showa progression of over
100 euros).
Butbehind this relative stability compared to2013, a different evolution can be seen over the long term according to
countries, along with an increase in the differences between the countries most affected by the crisis and those
whose economies are resisting better.
In 2014, the difference in average holiday budget between Northern countries (UK, Germany, Belgium, Austria)
and Latin countries (France, Italy, Spain) has reached 700 €. Before the crisis, in 2008, this difference was 372 €.
That progression in the gap between the two zones can mainly be explained by the fact that holidaymakers from
the Northern countries have managed to catch up on the budget level they had lost at the peak of the economic

5. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
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and financial crisis: that is notably the case for Germany and Austria, whose budgets have gone back up
significantly in a few years (for Germany, the average declared budget in 2014 is 2,397 € as opposed to 1,956 € in
2010; for Austria, 2,542 € as opposed to 2,180 € in 2012).
The Italians on the other hand are still very far from the budget that theyused to be able to devote to their travel just
three years ago (1,798 € in 2014 as opposed to 2,244 € in 2011), while the Spanish have seen their budget
stagnate for several years at a level much lower than the European average (1,723 € in 2014, as opposed to only
1,879 € for the best year on record).
Against the general trend, French holidaymakers stand out through the fact that their budget has evolved
in a linear manner: since the economic crisis, they have always managed to safeguard the essential part of their
budget without experiencing any brutal drop. Year after year, the average budget for French people has thus
increased in a limited yet constant way that has ultimately enabled a substantial budget level to be preserved each
summer in the face of an increased cost of living and thus an increased holidaycost (2,227 € in 2014, the result ofa
continuous progression since2008 when the average budget was1,934 €).
Average budget in Euros per country for summer holidays 2014 (Euro zone countries)
Average
budget
2014 in €
Change c.f.
2013 – in
Euros
Change c.f.
2013 – in %
Average
budget 2013
in €
ALL 2,210 € + 110 € + 5 % 2,100 €
Belgium 2,577 € + 69 € + 3% 2,508 €
Austria 2,542 € + 37 € + 1.5% 2,505 €
Germany 2,397 € + 54 € + 2% 2,343 €
France 2,227 € + 87 € + 4% 2,140 €
Italy 1,798 € + 31 € + 2% 1,761 €
Spain 1,723 € +116 € + 7% 1,607 €

6. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
6
I. European holidaymakers are all agreed on a summer programme focused on seaside
destinations.
Rhyming “holidays”with “idleness”
Of all the activities on offer during the summer holidays, as is the case every year, rest is what a majority of
Europeans (62%) want most. Working people, parents and women are most likely to express this desire (…or
need) for rest (respectively 70%, 72% and 65%), while the desire for a change of scenery and discovery are found
more among young people, theprofessions and single people (48%, 40% and 39%). It is also slightlymore marked
among men (37%)than among women (32%).
This year, note alsothat the French are warming up again to theprospect ofmore activeholidays l (30%, +4 pts).
The seaside holiday is still a must-do… but with a slight rebound in interest in more varied
destinations
For most Europeans (62%), summer holidays are inconceivable without a stay at the seaside. This constant factor
in the barometer’s findings shows some variations according to years. In 2014, the other destinations – the
mountains, countryside or even the town – have seen their popularity rise slightlyto respectively 18% and 17% (+4
and +3 pts).
The desire to vary holidays between seaside, mountains, countryside and town mainly concerns the Germans and
Austrians (20% to 25% on average according to destination, i.e. an approximate 5 to 10-point increase compared
to 2013).
For the French, who had turned their backs on the mountains last year, the peaks have regained appeal: 24% are
considering them as a possibledestination for thissummer, as opposed to15% last year.
In these conditions, the climate criterion is still vital in the choice of destination, but has dropped back slightly
compared to last year (39%, -6pts).
Intra-community holidaysare still the norm
Few Europeans venture outside the frontiers of their own continent: 76% of those surveyed confirmed again this
year that they will prioritise a European destination. In particular, the attraction to Southern European countries
persists year after year: France and Italy, themost highlyvalued countries, are elbowto elbowas always (both with
17% of holiday intentions), ahead of Spain (13%) and the other Mediterranean countries (Crete, Greece,
Croatia…11%).
In 2014, themain noveltystems from the fact that Europeans seem a little more undecided than last year about the
destination they will ultimately choose: at the time the survey was carried out (February-March), 15% had not yet
made their minds up, as opposed to 10% in 2013. This indecision is the double reflection of slightly greater
uncertainty about the economic capacity to take a holiday, but also the desire to perhaps benefit from last-minute
deals.

7. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
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As is the case every year, travel to other continents involves a minority of Europeans: 3% are planning to go to
North America, 3% to Africa, 2% toLatin America and Asia, and 1%to the Middle East.
Internet, or the freedom to designyour owna la carte holidays
Preparation ahead of time is still by far the method of organisation preferred by most Europeans (71%). However,
after two years ofdropping back, last-minute travel is regaining ground (28%, + 3 pts).
The change of attitude in favour of greater improvisation can be seen most among the French (32%, + 10 pts),
behind theItalians who remain the champions of “impulsive” travel (44%).
Not surprisingly, the Internet has become the indispensable tool for preparing holidays: 59% of Europeans
now claim to book on the web, as compared to 28% in 2005, i.e. an increase ofmore than 30 points in scarcely10
years. The spread of this practice concerns all Europeans, although some differences do exist, with the British
being most likelyto plan theirholidays using websites (72%) and the Italians least likely(51%).
Butthe proportion of peopleusing the Internet is not as noteworthy as the way Europeans areusing it.
Indeed, they use it with the goal of designing their holidays a la carte, clearly preferring to book services one
by one according to their needs (72%) over purchasing all-in “packages”. This practice can be observed
primarily in countries where holidaymakers enjoy a bigger budget (Germany, UK, Austria). For tourism, as with
everyday consumer products, Europeans thus position themselves as informed or even “smart” consumers in
finding holidays with the best value formoney.

8. Ipsos / Europ Assistance Group Barometer
European holidaymakers’ intentions and concerns 2014 – Summary of findings – May 13 2014
8
II. A stable level ofconcernabout risks,except for the Spanishwho are very worried thisyear
Overall, Europeans’ concerns remain at stable levelsandhave kept their hierarchies
Health-related risks are still the major subject of concern for Europeans when they go on summer holiday
(70%, + 2 pts c.f. 2013). Note a slight increase in concerns linked to the loss of personal belongings or the risk of
accidents (65% and 57%, respectively, +4 pts). Likewise, among subjects of lesser concern, a vehicle breakdown
or the risks of a terrorist attack have risen back up a little this year (47% et46%, +4 and +3pts).
The main change concerns the attitude of Spaniards, who are particularly anxious about travel-related risks. Their
concern has increased in relation to all aspects, a possible reflection of tension linked to the difficult economic and
social climate the country has been experiencing for several years and which weighs heavily on the morale of its
inhabitants.
Europeans’ travel insurance: the level ofcoverage remains highand stable
For major risks, the level of coverage declared by the individuals surveyed remains more or less identical to last
year: holidaymakers are still mainly covered for risks concerning their home (65%, =), a health problem (62%, -1
pt), a transport accident (58%, +1 pt).
Automobile insurance, the type of insurance policy that Europeans are second most likely to take out, has
experienced an increase this year (64%, + 6 pts), in line with the increase in declared concern about this subject
(47%, +4 pts).
The Italians areby far the least covered (from 27% to 39% according to areas), while theBritish and French are the
best covered (from 70% to 85%). Note that coverage for the risk of a vehicle breakdown has increased in Belgium
(82%), in Germany (55%) and in Italy (39%), with the two latter countries traditionally displaying a lower level of
automobile insurance coverage.
As concerns second-level risks (natural disaster, terrorist attack, transport strike…), the trend shows a drop in
coverage. In 2014, the gap between the declared level of concern and actual insurance policies taken out widened
a little further.
Insurance with the usual company remains the norm (60% vs 61% in 2013), while the share of Europeans buying
insurance from a travel agency is decreasing year after year, going from 26% in 2009 to 17% in 2014, i.e. a 9-point
drop during that period.