Summer 2015 Europe Travel Trends | Sojern

Summer 2015 Europe Travel Trends

December 5, 2014

What’s trending 2015: The Brits are the Early Birds…

While most of us are kicking into Christmas, many, particularly in Europe, have already started the online search for summer sun and warmth. 7 percent of all UK travel searches from September were made for next summer. Travellers in the U.K. tend to be early birds when it comes to research, planning and preparation.

Spain remains the #1 destination country for British and German travellers. The Mediterranean already tops the charts for early birds looking for 2015. In contrast to the British and Germans, the French preferred to stay local last summer. But for a long holiday next summer? They’re eyeing the U.S.

Power in the Numbers: Family travel leads the way for those getting organised

Over half of all searches in the U.K. and 66% in France and Germany are for trips at least 11 days in length. Of those, 40% are for group and family trips. In a nutshell, if booking a long trip, the majority are travelling in groups.

When compared to overall searches, those looking for group and family travel are searching at a rate almost double. Only 20-30% of searches in Q3 were for long trips, and group searches were rather niche at around 10%. Explore this difference with the chart below. It juxtaposes the booking habits of the early birds versus the general average.

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Big Cities Beckon for Solo Fliers

Solo travellers from the U.K. or France are heading for the U.S. which takes over pole position. Party destinations Ibiza and Las Vegas also top UK traveller charts. Conversely, the French head to the Big Apple. Big city destinations — think New York, Bangkok, Los Angeles, and Sydney — trend higher for solo travellers than for groups and families.

Mallorca remains a favourite destination with the Germans. They are also the only ones to award a Spanish city the top spot on their summer list. British travellers are keen on the magic in Orlando and French travellers are dreaming of stars in Los Angeles.

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New Trend:  Iceland a Top Hotspot

Iceland rounds up the top 10 for German early birds. Trendsetters when it comes to travelling – its a top search hotspot for Germans in 2015. Also on the upswing next summer are Italy, Australia and Thailand, rising in the ranks in popularity.

We still love Staycations

The U.K. is moving up the ranks for British travellers looking to stay domestic. So far it’s #12 in the early bird ranking for summer 2015 but is expected to inch its way up in the time leading up to summer 2015 – last summer the U.K. ended up #3 for British travellers.

Comparing the top destinations of summer 2014 to the trending ones for summer 2015 shows us that overall the same countries are in fashion, although domestic destinations and countries with close ties to the home country are moving up in the table.

Ireland also moved up the ranks for U.K. travellers, while the Maghreb countries are more popular as last-minute destinations for the French just like Austria and the U.K. are for the Germans. We expect to see bump in bookings to these destinations late next spring as business travellers and short-distance travellers book closer to the departure dates.

Looking for the latest travel trends in Europe and beyond. Keep up with our latest reports!


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About Dorian Quint

Dorian is Sojern's Analytics Manager in London. He routinely uncovers new travel trends and patterns and loves traveling himself. Before Sojern, he was a business analyst at Skype and at American Express. He holds an MSc in Statistics from Birkbeck College, University of London and an MSc in Business Studies from Humboldt University in Berlin.

Dorian Quint About the author

Dorian is Sojern's Analytics Manager in London. He routinely uncovers new travel trends and patterns and loves traveling himself. Before Sojern, he was a business analyst at Skype and at American Express. He holds an MSc in Statistics from Birkbeck College, University of London and an MSc in Business Studies from Humboldt University in Berlin.