Sojern’s Latest Report Offers Deep Insights into European Travel

Sojern’s Latest Report Offers Deep Insights into European Travel

September 14, 2016

In 2016, a reported one-third of people plan to spend more on travel, with European countries dominating the the list of top spenders.

Travel and tourism marketers are actively looking for new ways to appeal to them. But there huge variability between European countries in their planning and booking behaviour. Messaging to all of Europe with a one-size-fits-all approach isn’t a strategic use of your marketing spend.

Our 2016 Europe Travel Trend Report breaks down those differences and provides travel marketers with the insights necessary to reach your target audience at just the right time in the booking cycle. Here’s a sample of what we’ve found:

1. Traditionally popular destinations retain their stronghold on European travellers.

Spain and Italy remain the top destinations. Inter-European travel as a whole is helped by several low cost carriers actively vying for passengers with competitive pricing and experiences. Other short-haul destinations increased in popularity in 2016: Ireland rises two spots, and Croatia makes it into the top 20 destinations for Europeans.

2. Europeans aren’t afraid of long-haul travel either!

The United States, Thailand, and Canada all increase in popularity in 2016.

3. Germany and France may be major travel spenders, but they are different travel planners.

Germans tend to book travel around two full weeks earlier than the French.

4. Europeans are flocking to the islands.

Sri Lanka, Iceland, and New Zealand are the top emerging markets between 2015 and 2016.

Want more European travel trends? Get our latest report now!


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About Ashley Proceviat

Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.

Ashley Proceviat About the author

Ashley is Sojern's Marketing Manager, EMEA & APAC and works in the London office. Originally from Canada, she's been living in London for over four years, and is actively trying to fill all the pages in her passport. She has never met a cheese she didn't like.