Text100digitalindextravelandtourismstudy2012francepresentation 121212042859-phpapp01

France Report
TEXT100 Digital Index:
Travel Tourism

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.

Where, when, and for how long?
TRAVEL PATTERNS

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

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

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?
Base: 500
2% 6%
23%
53%
14%
2%
11%
17%
39%
28%
4% 0%
27% 28%
34%
10%
1% 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
Within Country Within Continent Beyond

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

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

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

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?
10%
17%
35%
27%
9%
2% 0%
16%
10%
32%
30%
6%
4% 1%
Weekend 3-4 days 1 week 2 weeks 3 weeks One Month Longer than a
month
Locally Overseas
Base: 500

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

When staying overseas, French travelers having similar holiday durations to
GLOBAL EMEA
FRANCE
Q What is the typical duration for your vacation/holiday when you stay overseas?
4%
5%
6%
26%
33%
11%
15%
One month
3 weeks
2 weeks
1 week
3-4 days
Weekend
3%
5%
7%
32%
34%
8%
11%
One month
3 weeks
2 weeks
1 week
3-4 days
Weekend
1%
4%
6%
30%
32%
10%
16%
One month
3 weeks
2 weeks
1 week
3-4 days
Weekend

INFLUENCE FOR VACATION DECISIONS
Information sources

55%
49%
43%
41%
26%
49%
42%
33%
37%
16%
42%
37%
34%
31%
22%
Internet search Indiviual providers
websites
Online travel websites Tourist board websites Deal sites
Global EMEA FRANCE
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

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

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

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
51%
40%
30% 30% 29% 29%
25%
23% 23% 23%
21% 20%
16% 15%
52%
35% 34% 33%
29% 30%
18%
23% 22%
20%
24%
21%
14%
16%
50%
26%
34%
29%
35%
39%
10%
24%
13%
17%
21% 22%
20% 21%
Global EMEA FRANCE

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.
2%
7%
13%
25%
9%
32%
14%
30%
2%
11%
15%
18%
18%
25%
30%
43%
Other
Whether they openly speak for an
organisation
Whether they are recognised as an
authority on the subject
I'm not sure
Whether person been paid to do review
Assess the ensuing comments on the review
Where review was found
Whether review has balanced comments
Global FRANCE
Base: 500
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?
Very
important
12%
Quite
important
49%
Not sure
20%
Not that
important
16%
Not that
important
at all
3%

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:
16%
18%
16%
5%
18%
18%
16%
16%
8%
20%
15%
12%
7%
7%
14%
7%
10%
7%
3%
6%
9%
3%
7%
1%
1%
5%
0%
0%
0%
5%
Hotels
Travel destinations
Restaurants
Attractions
Vacation activities
65+
55-64
45-54
35-44
25-34
18-24
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

DRIVERS FOR CHOOSING ATTRACTIONS

12%
33%
35%
22% 22%
30%
22%
3%
8%
4% 4%
1% 1%
39%
20%
18% 18% 17%
15%
10%
5% 5% 4% 4%
1% 1%
Accommodation/transport
Attractions/activities
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....
Base: 500

45%
41%
35%
28%
23%
19%
15%
11% 10% 9%
37%
35% 35%
28%
21%
17%
13%
7%
5% 5%
33%
30%
35%
22% 22% 22%
12%
4% 4% 3%
Online travel
websites
Airline
websites
Individual
providers
websites
Traditional
travel agent
Special offers
via general
search
Tourist board
websites
At the venue
on arrival
Links/adverts
connected to
Internet
reviews
Links/adverts
from
Facebook
(Kaixin,
RenRen)
Links/adverts
connected to
articles
Global EMEA FRANCE
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

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

61%
51%
45% 43%
33% 31% 29% 27% 28%
25% 25%
62%
47%
43%
35%
23% 22%
25% 24%
27% 26%
29%
66%
29%
34% 35%
12% 14%
26%
9%
18%
25%
50%
GLOBAL EMEA FRANCE
Relaxation is less important to French travellers whereas escapism is the
second most popular reason for choosing a location.
choosing the location

52%
44%
42% 41%
38%
27% 27%
24% 23%
21% 21%
18%
14% 13%
7% 7%
50%
39% 40%
31% 30%
18%
20%
25%
20% 20%
23%
14%
10%
7% 8%
5%
58%
21%
28%
17%
32%
13%
23%
21%
6%
13%
39%
11%
7% 8%
15%
9%
GLOBAL EMEA FRANCE
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”.
choosing the activity

INTERESTS AND COMMENTING
ONLINE

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

55% 54% 53% 53%
50%
43%
41%
38%
36%
29%
26% 25%
22%
54%
41%
56%
58%
50%
41%
39%
32%
30%
22%
19%
22%
25%
48%
25%
57%
53%
39%
41%
31%
34%
25%
14% 14%
18%
15%
GLOBAL EMEA FRANCE
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?

56% 56%
54%
42% 42%
40%
35%
32%
23% 23%
21% 21%
14%
49%
59%
45%
36%
20%
42%
28% 28%
33% 33%
16%
19% 19%
56%
52%
40% 39%
16%
50%
23%
26%
47%
30%
13%
16% 15%
60%
55%
42%
40%
10%
53%
24%
33%
39%
22%
13%
11% 11%
67%
43%
10%
24%
0%
43%
5%
38%
29%
5% 5%
0%
10%
18-24 25-34 35-44 45-54 55-64 65+
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?
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

29%
25% 25%
23%
16%
14% 14%
13%
12%
10%
18%
16%
23%
24%
26%
15%
16%
13%
12%
10%
8%
23%
11%
27% 27%
32%
19%
18%
14% 14%
9%
7%
19%
GLOBAL EMEA FRANCE
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?

81%
44% 42%
32%
21%
11% 4% 10% 3%7%
49%
15%
40%
3% 11% 1% 3% 10%
Gadgets taken
3G or WiFi access
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?
Base: 428 Only those with Smartphone, standard mobile
phone, e-book, notebook/laptop computer or iPad/tablet

Around 40% are likely to download and app whilst on vacation. Google
maps and Mappy are particularly popular.
Very
likely
11%
Quite
likely
28%
Not
sure
22%
Not
very
likely
20%
Not at
all likely
26%
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?
The larger the word, the more frequent the mention

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?
7%
7%
14%
16%
18%
22%
28%
32%
34%
Airline app
World clock
Translation/language app
Public transport
Currency app
Restaurant finder
City guide
Google maps/GPS
Local weather

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

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?
3%
5%
5%
11%
14%
17%
20%
20%
31%
70%
Read e-books and e-magazines
Watch videos
I don't travel internationally
Work related e.g. Checking e-mails
Listen to music
Social media networks
Keeping up-to-date current affairs
Surfing the web to research surrounding areas
Take photos/videos
Keeping in touch with family/friends through…
Base: 500

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?
68%
43%
33%
28%
23% 22%
20%
11%
9%
7%
69%
38%
25%
21%
17%
13%
16%
6% 6% 6%
70%
31%
20%
17%
14%
11%
20%
5%
3%
5%
GLOBAL EMEA FRANCE

SOCIAL MEDIA
On and after vacation

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?
Base: 500
5%
11%
13%
13%
14%
15%
15%
17%
34%
Tweet about your experience
Comment/write on the
location/experience's social media property
Comment on a news story about
location/experience
Check-in at a physical location using social
media
Liked the location on social media
Share a blog post/news story related to your
travel destination using social networking
Write a review on a travel related to forum
Sign up for a coupon/loyalty programme for
the location/experience
Share a video or photos of your experience

French travellers are less likely to get involved with social media platforms
whilst away on vacation.
13%
5%
11%
17%
13%
15%
14%
15%
34%
10%
9%
10%
13%
15%
14%
20%
17%
42%
12%
15%
16%
17%
18%
20%
22%
24%
47%
location/experience
Comment/write on the location/experience's social
media property
Sign up for a coupon/loyalty programme for the
location/experience
"Check-in" at a physical location using social media
Write a review on a travel related forum
"Liked" the location on social media
Share a blog post/news story related to your travel
destination using social networking
GLOBAL EMEA FRANCE
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?

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?
2%
4%
6%
9%
10%
10%
11%
15%
38%
38%
If it was related to some kind of celebrity competition
If it was made into more of a game
If the location/experience took the photo for/of me for
free and easily enabled me to post it
Ability to connect to social media platforms on my
mobile phone
Being recognised/rewarded on the spot by a member of
the staff at given loaction for my participation
Cheaper international data packages
If the content was something my friends and family
would enjoy seeing
Being rewarded through a loyalty/discount scheme for
participation
Nothing would persuade me
Free WiFi at the location
Base: 500

2%
4%
6%
10%
11%
9%
15%
10%
38%
38%
3%
6%
9%
12%
16%
12%
19%
21%
34%
42%
6%
8%
16%
17%
21%
22%
24%
25%
25%
49%
If it was related to some kind of celebrity competition
If the location/experience took the photo for/of me for
free and easily enabled me to post it
Being recognised/rewarded on the spot by a member of
the staff at given loaction for my participation
If the content was something my friends and family
would enjoy seeing
Ability to connect to social media platforms on my
mobile phone
Being rewarded through a loyalty/discount scheme for
participation
Cheaper international data packages
Nothing would persuade me to get more involved
Free WiFi at the location
GLOBAL EMEA FRANCE
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?

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?
5%
9%
12%
12%
14%
15%
16%
23%
41%
"Check-in" at a physical location using social media
location/experience
location/experience
Comment/write on the location/experience's social
media property
Share a blog post/news story related to your travel
destination using social networking
Base: 500

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.
4%
5%
7%
12%
12%
18%
32%
35%
39%
17%
7%
11%
19%
8%
13%
18%
19%
40%
16%
7%
21%
13%
11%
11%
18%
14%
27%
22%
0%
17%
13%
16%
6%
5%
5%
27%
7%
1%
25%
1%
18%
7%
1%
1%
39%
33%
10%
33%
14%
29%
10%
14%
14%
29%
location/experience
"Check-in" at a physical location using social
media
location/experience
Comment/write on the location/experience's
social media property
Share a blog post/news story related to your
travel destination using social networking
65+ 55-64 45-54
35-44 25-34 18-24
Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21
Q Which do you typically do within around a month of returning from your vacation?

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?
Base: 500
3%
6%
8%
8%
9%
10%
19%
22%
38%
If it was related to some kind of celebrity
competition
Location/experience took photo for/of me
for free
Other
Connect social media platforms on my
mobile phone
Recognised/rewarded by staff at given
location
Rewarded through loyalty/discount scheme
If the content was something my friends
and family would enjoy seeing
Nothing would persuade me to get more
involved

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

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

Text100digitalindextravelandtourismstudy2012francepresentation 121212042859-phpapp01

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