17th edition of the Europ Assistance - IPOS holiday barometer
After the drop in 2016, in 2017 Europeans’ and Americans’ summer holiday plans are on the rise again in all countries, with a uniform increase across all social categories. The survey conducted by Ipsos together with Europ Assistance, on a sample of 10.000 individuals in Europe, United States and Brazil and carried out by Internet, has given a positive outlook for 2017: the 63% of Europeans – with an increase ranging from +3 points in Austria to +13 points in Belgium – and the 66% of Americans and Brazilians have reported they will take leave this summer.
The rise in the number of holidaymakers is partially explained by the fact that all countries are affected by a shortening in the duration of the summer trips which at the European level will take an average period of 1.9 week; in France the 8% of holidaymakers will only leave for a few days and the 29% will go away for a week. At the same time, the average budget reported by Europeans is 1.989€ per person (-12% vs 2016) – due to the shorter holidays – while in the US and in Brazil the budget has recorded a more important decrease (respectively -20% and -23%).
In these conditions, budget is once again the top decision-making factor cited by holidaymakers to motivate their summer destination (55%, +17 pts), while climate returned to third place (44%, +2 pts). The risk of terrorism, which is now taken under consideration by holidaymakers, is still the second decision-making factor (48%, + 8 pts).
Although the hotels are still the most popular lodging options chosen by European (47%), Americans (57%) and Brazilians (59%), holidaymakers are now more attracted by alternative solutions, original accommodations or unusual experiences, especially overseas. Moreover, the 18% of Brazilians and the 14% of Americans welcome travelers into their homes.
Lastly, checking online opinions and reviews is now a common practice among holidaymakers. It is the third decision-making factor in selecting holiday lodging (31% in Europe, 31% in the United States and 28% in Brazil), behind value (respectively 67%, 56%, 58%) and location (respectively 53%, 60%, 39%). Actually, holidaymakers do not simply consider reviews from others, but they have also adopted the habit of giving their own recommendations online.