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UK Data Points: What Traveler Will Spend $1,500 Abroad on Next Overseas Trip—Or, There’s a Survey for Every Subject

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Post holiday bluesThe Post Holiday Blues:

—A new survey by Momondo.co.uk says that more than half of people are struck down by the post-holiday blues. The survey of 1,000 Britons found that 61 percent of women and 51 percent of men feel sad after returning from a trip away. Other survey findings include the following:

—There are generational differences in post-holiday moods. While 58 percent of 18-22 year olds and 57 percent of 23-35 year olds felt “depressed” returning from a holiday, a lower percentage (47 percent) of 56-65 year olds experienced these feelings.

—On the other hand, 62 percent of Brits admitted to feeling happier and more positive when taking time off to travel.

—For 30 percent of those surveyed, a holiday has a positive effect on their relationship with their partner, while 20 percents of Brits said a holiday has a positive effect on their children.

—The return to everyday life after a holiday is often made easier for Brits by fantasizing about the next trip … 28 percent of women and 20 percent of men.

Summer’s Last Long-Haul Weekend:

—Just before the big weekend came around, ABTA estimated that 1.9 million people would travel overseas over the August 28-31 period. The last Monday of August is a Bank Holiday for most of the UK, Scotland excepted.

—Top destinations included Spain, Portugal and Turkey, while Madrid, Rome, Amsterdam, Paris and New York were the most popular city break destinations.

—More than 550,000 passengers were expected to depart from Heathrow, 270,000 from Gatwick, 145,000 from Stansted and 87,000 from Luton.

—Hundreds of thousands were scheduled to leave the country from other regional airports, ports and the Channel Tunnel.

—Abta members also reported strong sales to domestic beach resorts and the Channel Islands together with UK city breaks.

UK Consumers Not Too Knowledgeable account Currency Exchange Rates: Research conducted by YouGov for a new industry group, the Dynamic Currency Conversion Forum, revealed some interesting results, some of which follow.

—When more than 2,000 UK consumers were asked to convert £1 into its equivalent value in euros, only one in ten provided an accurate estimate at 1.4 euros.

—Almost a quarter (23 percent) stated outright that they did not know.

—Only 14 percent of those surveyed were aware that £1 is equivalent to $1.50, with 32 percent saying they did not know.

—Asked to rate their own understanding of foreign currency exchange rates, more than half of UK consumers (55 percent) admitted to being “not knowledgeable,” and just 6 percent claimed to be ‘very knowledgeable.”

—More than half (56 percent) of men claim to be “knowledgeable,” compared to just over a third (35 percent) of women. Men are twice as likely to rate themselves as “very knowledgeable” about foreign exchange rates compared to women (9 percent vs. 4 percent).

—for the majority (62 percent) of consumers, cash is the most popular payment method when abroad, followed by credit/debit card (27 percent) and pre-loaded money cards (10 percent).

—On average, Britons expect to spend £736 ($1,130) abroad over the next 12 months, excluding fights and accommodation. More than 20 percent of respondents expect to outlay of £1,000 ($1,530) or more.

Gap Year TravelersThe Top Gap Year Destinations, Courtesy of ABTA: Hundreds of thousands of students last month received their secondary school results, which means that many are starting their university lives this month. Thousands of others, meanwhile, are about to experience a “gap year” that revolves about travel experiences, beginning their college years in 2016. Also, thousands of college graduates will experience a gap year before entering the labor force. Some ABTA Members that specialize in gap year travel have reported increases more than 10 percent in bookings over the last twelve months with Australasia, South East Asia, the USA and South America being the most popular destination choices.

The top gap year destinations reported by ABTA Members specializing in gap years are:

  1. Australia
  2. New Zealand
  3. USA
  4. Peru
  5. Vietnam
  6. Thailand
  7. Canada
  8. Brazil
  9. Argentina
  10. India

 

Chinese Most Likely to Pass Gas on an Elevator—Some Valuable and Some Not-So Valuable Research Notes on the Chinese and Chinese Travelers

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Chinese ITMThe Rich Travel Differently Than Most Chinese Travelers: The average total daily spend of all travelers surveyed in this year’s Chinese International Travel Monitor (CITM) was $536 (including accommodation). However, the CITM survey responses of the top 10 percent of travel spenders reveal the most surprising results and point to the growing financial impact of China’s wealthiest consumers, who make a disproportionally high contribution to travel spending totals. These top-tier travelers pay an average of $2,225 a day for hotels and other expenses –$439 on hotels alone – while the top 5 percent spent $3,368 a day, a figure that includes $575 a day on hotels.

Most Are from the Same “Neighborhood”—Almost two-thirds (61 percent) of the top 10 percent are from the bigger “Tier 1” cities of Beijing, Guangzhou, Shanghai and Shenzhen where people typically earn more than elsewhere. The top 10 spenders’ main reasons for traveling abroad in the past year include leisure, cited by 92 percent, and business, reported by 59 percent. Twenty-three percent go on cruises and the same percentage visited friends or relatives. One in eight (12 percent) have beauty treatments or cosmetic surgery, and 9 percent travel for medical reasons or wellbeing (i.e. spa treatments) purposes.

 

The Chinese Luxury Traveler:

Favorite Activities & Pastimes When Traveling†

ActivityTop 10 percent spendersTop 5 percent spenders
Shopping62%61%
Sightseeing56%55%
Dining48%45%
Resort/Beach30%30%
Taking part in eco-tours19%15%
Organized local tours14%14%
Visiting museums13%15%
Adventure/Outdoor11%10%
Visiting casino8%9%
Attending events7%7%
Watching sports events5%6%
Backpacking5%5%
Visiting rural pursuits4%3%
Taking part in sports2%3%

 

Source: CITM 2015

 

Which Countries do the Wealthiest Chinese Travelers Want to Visit? While the USA is the de facto number one choice of all Chinese travelers—even if they might long to visit elsewhere—it ranks substantially below Australia and France as an intended destination in the coming year for wealthy Chinese travelers.

 

Top 10 Countries that the Wealthiest Chinese Travelers

Intend to Visit in the Next 12 Months†

CountryPercentage
Australia37%
France27%
USA22%
Japan21%
Hong Kong19%
South Korea16%
UK13%
Germany12%
Italy12%
Canada11%

Source: CITM 2015

downloadAlso from the Company (Hotels.com) that Produced the CITM—These tips and notes on behavior, protocol and customs among the Chinese and Chinese travelers:

  1. Smile! According to Hotels.com, 12 percent of Chinese respondents said they always greet fellow guests on a hotel elevator, but 35 percent only greet guests on an elevator if they look friendly and smile.
  2. Tea etiquette: Always serve yourself last when pouring tea – start with the eldest person at the table first. To show appreciation for someone pouring your tea, tap two fingers on the table.
  3. Where’s #4?In China, you will never see a hotel or building with a 4th floor. The number four is considered bad luck, as it has similar pronunciation to the word “death.”
  4. Elevator etiquette: Only 24 percent of people admit to having passed gas in an elevator, but it’s more common in certain APAC countries according to a Hotels.com survey, which found that 28 percent of Chinese respondents admitted to doing so on an elevator.
  5. Yes or No?It is traditional to refuse something at least once, as it is a sign of politeness. So when someone offers you the last bite of fish, you’re expected to refuse once or twice to seem humbled by the offer.
  6. Cheers!Toasts are made by holding a glass with two hands.
  7. Close talkers: In China, personal space is minimal or nonexistent. Be prepared for some close proximity on trains, stores and elevators.
  8. Punctuality: Timeliness is synonymous with respect. Be on time or early for tours, hotel check-out and dinner reservations.

 

† (A note on the methodology: The CITM research was conducted during May 2015 using an online methodology, with a sample of 3,074 eligible respondents across China. Minimum thresholds were set on key demographics such as age, gender and region to ensure a representative sample that would allow analysis of sub-groups. The questionnaire covered topics including, but not limited to, travel behavior, booking methods and accommodation choices.)

The UK Online—How Many Are Clicking and What Are They Clicking When it Comes to Travel?

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Office for National StatisticsFrom the results of a couple of just-released reports, it is safe to say that consumers in the UK are connected—the increase has been dramatic, in fact, over the past decade—and millions of consumers are going online to research and book travel.

First, the overview from data released by the UK Office for National Statistics (ONS):

  • The Internet was accessed every day, or almost every day, by 78 percent of adults (39.3 million) in Great Britain in 2015, compared with 35 percent (16.2 million) in 2006, when directly comparable records began.
  • Almost all adults aged 16 to 24 (96 percent) accessed the Internet “on the go”, compared with only 29 percent of those aged 65 years and over.
  • Social networking was used by 61percent of adults, and of those, 79 percent did so every day or almost every day.
  • In 2015, 76 percent of adults bought goods or services online, up from 53% in 2008. “Clothes or sports goods” were purchased by 55 percent of adults, making them the most popular online purchase.
  • In the last 3 months, 22 percent of adults purchased online once or twice, while 28 percent of adults purchased 11 or more times. Online purchases totaling £100 to £499 ($155-$774) were made by 42 percent of adults who had bought online in the last 3 months.
  • In 2015 86 percent of households in Great Britain (22.5 million) had internet access, up from 57 percent in 2006.

To see the more than two dozen tables that serve as the basis for the above, visit:

http://www.ons.gov.uk/ons/publications/re-reference-tables.html?edition=tcm%3A77-373604

 

GreenlightNext, from Greenlight the London-based research firm that specializes in consumer behavior, is the latest report on consumers and the online holidays sector. The report—based on survey research from April 2015—analyzes which websites, advertisers and brands were most visible in the Google UK natural search and paid media listings, when consumers searched for holidays-related terms. In the analysis, Greenlight established that:

 

  • The search term “cheap holidays” was queried 550,000 times, accounting for 10 percent of all searches made for the sector.
  • Queries for generic-related keywords accounted for 48 percent of all searches made for the sector.
  • In April, 5.3 million searches were made by consumers searching for Holidays-related terms on Google UK.

 

The most visible websites and advertisers on Google UK: Travelsupermarket.com was the most visible website in the natural search listings, achieving a 70 percent share of voice; onthebeach.co.uk was the most visible advertiser in the paid media space, achieving a 5 percent share of voice; and thomascook.com ranked at the top of our integrated search league table, as it achieved a dominant share of voice in the natural search and paid media listings.

 

Percentage Breakdown of Searches

SubsectorNumber of SearchesPercentage of Total
Domestic destinations547,66010%
Long-haul destinations1,006,19019%
Short-haul destinations1,253,37023%
Generic2,565,94048%

Natural Searches—Holidays Overall: In April 2015, 5.3 million searches were made by consumers searching for Holidays-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 4,794 keywords analyzed.

SubsectorNumber of SearchesPercentage of Total
Domestic destinations5476601%
Long-haul destinations100619019%
Short-haul destinations125337023%
Generic256594048%

The Most Visible Websites: Travelsupermarket.com was the most visible website, achieving a 70 percent share of voice through ranking for 1,982 keywords, including the search terms “florida holidays” and “holiday comparison site.” Meanwhile, thomascook.com attained a 66 percent share of voice through ranking for 1,596 keywords, including the search terms “package holidays” and “cuba holidays.”

The 20 Most Visible Websites

Domain & RankReached VolumeMissed VolumePercentage Reached
1. travelsupermarket.com3,746.981,626,18470%
2. thomascook.com3,537,8391,835,32066%
3. lastminute.com3,116,2842,256,87558%
4. thomson.co.uk2,801,3432,571,81652%
5. expedia.co.uk2,061,9773,311,18238%
6. teletextholidays.co.uk1,523,3733,840,78729%
7. onthebeach.co.uk1,519,9713,853,18828%
8. easyjet.com1,457,3053,915,85427%
9. firstchoice.co.uk1,341,3364,031,82325%
10. lowcostholidays.com1,189,7584,183,40122%
11. virginholidays.co.uk1,104,1504,269,01021%
12. britishairways.co.uk977,9244,395,23518%
13. directholidays.co.uk947,8994,425,26018%
14. monarch.co.uk911,1004,462,05917%
15. travelrepublic.co.uk769,4254,603,73414%
16. kuoni.co.uk607,1924,765,96711%
17. tripadvisor.co.uk508,6714,864,4889%
18. travelzoo.com474,8244,898,3359%
19. co-operativetravel.co.uk421,5584,951,6018%
20. cosmos.co.uk386,0034,987,1567%

Natural Searches—Holidays, Long-haul Destinations: In April 2015, 1 million searches were made by consumers searching for long-haul destinations-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,039 keywords analyzed.

Top Ten Search Terms

Search Term & RankNumber of SearchesPercentage of Total
1. dubai holidays40,5004%
2. maldives holidays33,1003%
3. cuba holidays33,1003%
4. florida holidays27,1003%
5. mexico holidays27,1003%
6. new york holidays27,1003%
7. holidays to dubai27,1003%
8. caribbean holidays27,1003%
9. thailand holidays22,2002%
10. egypt holidays22,2002%
Other keywords719,59072%

The 20 Most Visible Websites

Domain & RankReached VolumeMissed VolumePercentage Reached
1. virginholidays.co.uk766,324239,86576%
2. thomascook.com753,824252.36575%
3. travelsupermarket.com720,945285,24472%
4. Thomson.co.uk522,021484,16852%
5. britishairways.com470,948535,24147%
6. kuoni.co.uk447,488558,70144%
7. lastminute.com360,777645,41236%
8. travelbag.co.uk339,045667,14534%
9. lowcostholidays.com326,521679,66832%
10. expedia.co.uk314,927691,26231%
11. thomsonworlwide.com256,073750,11625%
12. firstchoice.co.uk251,875754,31425%
13. hayesandjarvis.co.uk164,404841.78616%
14. co-operativetravel.co.uk158,995847,19516%
15. tripadvisor.co.uk141,105865,08414%
16. monarch.co.uk105,978900,21111%
17. directholidays.co.uk103,744902,44510%
18. cosmos.co.uk90,301915,8889%
19. onthebeach.co.uk86,356919,8339%
20. trailfinders.com82,738923,4518%

 

USA Has 14 Of World’s Top 25 Attractions: (Orlando has 8)

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BB_horz_first_tcm13-10012Online travel site TripAdvisor has released its list of top attractions as part of its Travelers’ Choice 2015 awards, drawing from 533 major attractions in Asia, Canada, Europe, India, South America, the South Pacific and the United States. Orlando-based attractions/theme parks took five of the first six places on the list. Universal Islands of Adventure placed first, with Discovery Cove and Magic Kingdom taking the second and third places respectively.The annual awards are based on millions of traveler comments and opinions from the TripAdvisor website, which uses an algorithm to decipher the best amusement and water parks, zoos and aquariums.

 

World’s Top 25 Theme Park Attractions

Theme Park and RankLocation
1. Universal’s Islands of AdventureOrlando, Fla.
2.(SeaWorld) Discovery CoveOrlando, Fla.
2. (Disney’s) Magic KingdomOrlando, Fla.
4. Universal Studios HollywoodLos Angeles, Calif.
5. Disney’s Hollywood StudiosOrlando, Fla.
6. Universal Studios FloridaOrlando, Fla.
7. Europa-ParkRust, Germany
8. Disneyland ParkAnaheim, Calif.
9. Beto Carrero WorldPenha Brazil
10. Port Aventura ParkSalou, Spain
11. Disney’s Animal KingdomOrlando, Fla.
12. Tivoli GardensCopenhagen, Denmark
13. Disneyland ParkMarne-la-Vallee, France
14. Cedar Park Amusement ParkSandusky, Ohio
15. SeaWorld OrlandoOrlando, Fla.
16. EpcotOrlando, Fla.
17. Busch GardensTampa, Fla.
18. Universal Studios—SingaporeSentosa Island, Singapore
19. DollywoodPigeon Forge, Tenn.
20. Gardaland ParkCastelnuovo del Garda, Italy
21. Disney California Adventure ParkAnaheim, Calif.
22. Six Flags Magic MountainLos Angeles, Calif.
23. Ocean ParkHong Kong, China
24. Silver Dollar CityBranson, Mo.
25. Walt Disney Studios ParkMarne-la-Vallee, France

Source: TripAdvisor

 

Annual China Outbound Travel Trends Report from Chinese International Travel Monitor: Part 1

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In the year ending May 2015, half of all Chinese outbound travelers used their mobile phones to plan and book trips, compared with just 17 percent the previous year.

Chinese MillennialsThe above is just one of the findings to come out of the closely followed Chinese International Travel Monitor (CITM). Now in its fourth iteration, the 2015 CITM, produced by Hotels.com, which came out a week ago, is filled with data, trends and results used by tour and traveler marketers and researchers. Following are highlights from the report, which involved surveys of Chinese consumers as well as hoteliers worldwide.

Overall—Millennials are Changing the Averages: Twenty-five to 34-year-olds are expected to make up 35 percent of the estimated 174 million Chinese outbound tourists who are anticipated to spend $264 billion by 2019.

Gen Y travelers , i.e. “Millennials” aged 18 to 35—are making more international trips, according to hoteliers surveyed, and, as they become more affluent, they’re becoming better informed.

  • 91 percent consult price comparison websites when researching their trip,
  • 55 percent use loyalty program points for accommodation (compared with 47 percent of all travelers surveyed.)
  • Most respondents eschew travel agents and the landline phone, preferring some form of digital device to book and plan.
  • Travel bookings via mobile phones are soaring—Half of all Chinese outbound travelers (and 61 percent of Millennials) refer to their mobile phones to plan and book trips, compared with just 17 percent the previous year.

 

Millennials’ Main Reasons for Traveling Abroad

Reason for TravelPercentage
1. Leisure91%
2. Business43%
3. Visiting friends and relatives17%
4. Cruise15%
5. Education7%
6. Beauty treatment/Cosmetic surgery6%
7. Medical well-being5%
8. Participation in Charity/NGO projects4%
9. Job opportunities3%
10. Buying property3%

Spending by Chinese Travelers:

Luxury Segment Rules

SegmentAverage Daily Spend
Total (All Travelers)$536
Top 10% of Travelers$2,225
Top 5% of Travelers$3,368

Where They Want to Go & Where They Go

Or The Wish List vs. Real Choices

RankWish List DestinationDestination Actually Visited
1AustraliaUSA
2JapanThailand
3FranceHong Kong
4Hong KongJapan
5South KoreaTaiwan
6USASouth Korea
7MaldivesFrance
8GermanyAustralia
9ThailandItaly
10TaiwanUK

Amenities: What They Most

Prefer as Hotel Guest

AmenityPercentage
Free Wi-Fi75%
Kettle for Tea31%
Translated Travel/Tourism Guides21%
In-House Mandarin Speaking Staff20%
China Union Pay facilities18%

Top Overseas Destinations by Number of Searches during

Jan-May 2015 on the Hotels.Com Chinese Website

Destination & RanDestination & Rank
1. Hong Kong11. New York
2. Taipei12. Las Vegas
3. Bangkok13. Kyoto
4. Seoul14. Macau
5. Phuket15. Koh Samui
6. Tokyo16. London
7. Osaka17. Los Angeles
8. Chiang Mai18. San Francisco
9. Singapore19. Kuala Lumpur
10. Paris20. Jeju

Millennials’ Most Favored Activities When Traveling

ActivityPercentage
1. Sightseeing55%
2. Dining54%
3. Shopping51%
4. Visiting Resorts/Beaches31%
5. Taking Part in Eco-tours20%

Digital—Everyone’s Connected

More than 640 million people in China are “wired.” The use of mobile phones for planning and booking has skyrocketed in the past 12 months, 80 percent of travelers have used an online source including mobiles, desktops and laptops to book and plan their travel, compared with only 53 percent last year.

Methods Used as Source for Travel Arrangements

ActivityCITM 2014CITM 2015
Travelers who have used online source over past 12 months53%80%
Used smartphone apps to plan and book travel17%50%
Used land line for making travel arrangements12%13%
Used a travel agent via phone call or physical visit34%13%

A Note on the methodology: The research was conducted during May 2015 using an online methodology, with a sample of 3,074 eligible respondents across China. Minimum thresholds were set on key demographics such as age, gender and region to ensure a representative sample that would allow analysis of sub-groups. The questionnaire covered topics including, but not limited to, travel behavior, booking methods and accommodation choices.

 

For the opinion of hoteliers, Hotels.com carried out a global survey of more than 1,500 Hotels.com hotel partners during May 2015. Responses were received from Argentina, Australia, Brazil, Canada, Colombia, Denmark, Finland, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Norway, Russia, Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, the UK and the USA.

 

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