This major piece of research is a key indicator of the travel industry's health and is crucial for building our Travel Line of Business strategy, defining orientations for upcoming innovations, and keeping pace with ever-changing consumer behaviors.
Although it wouldn’t be accurate to draw a comparative analysis of the 3 reports because of the market specificities of each survey (different periods, different list of questions as they were designed to fit the local market), we can nevertheless highlight some key findings across all regions:
- Emerging Travel Trends: American travelers are leading trends toward shorter, more frequent trips and increased use of sharing-economy services. For example, 31% of respondants declare they will have short breaks of 1 or 2 nights (+3pts), and 57% of the surveyed travelers are likely to use services from the sharing economy such as AirBnB or Uber.
- Travel Intentions: 75% of European respondents expressed strong intentions to travel during summer 2025, mainly within Europe. We note that an strong 48% declare they will travel domestically.
- Budget Adjustments: Travelers in Europe and APAC are anticipating higher travel costs, leading to adjustments in their travel plans, including opting for shorter trips or more affordable destinations.
- Transportation Preferences: There is a growing preference for environmentally friendly transportation options in Europe, such as trains and buses, over air travel.
- Travel Insurance Importance: Across Europe and APAC, the importance of travel insurance is highlighted, with travelers seeking protection against unforeseen events. In the European countries surveyed, 62% of the respondents declare their intention to purchase travel insurance (+3pts) and this trend is increasing mainly in the Netherlands, the UK, Spain, Germany and France. In APAC, 86% of travelers consider travel insurance as essential whenever they plan a trip.
The results help the Travel teams build the LoB strategy, define the orientation for the upcoming innovation, and keep pace with the ever- changing trends in the consumer behaviours.
