www.a c c o r e u r o p ea n t r e n d s . c o m
E U R O P E O N T H E
M O V E : I N S I G H T O N
T H E T R A V E L P L A N S I N
2024
40
C
TABLE OF CONTENTS
Foreword
Methodology
Travel Intentions
Spending Power
Destinations: where will Europeans go in 2024?
Travel Trends
Climate Consciousness
A Longer Peak season?
Travel companions: Me, myself and… the dog
A deeper connection
Recharging Body & Soul
Concerts, Competitions, Carnivals
On the Roads, Railways and Waterways
Trip Planning & Booking
Influences: Friends, Reviews, Brands and Netflix
AI Combined with Human Touch
Hotel Heaven
Summary & Take-Aways
References
Page 03
Page 04
Page 05
Page 09
Page 17
Page 22
Page 23
ABOUT ACCOR
Accor is a world leading hospitality
group offering experiences across
more than 110 countries in 5,600
properties, 10,000 food & beverage
venues, wellness facilities or flexible
workspaces. The Group has one of
the industry’s most diverse
hospitality ecosystems,
encompassing more than 40 hotel
brands from luxury to economy, as
well as Lifestyle with Ennismore.
Accor is committed to taking
positive action in terms of business
ethics & integrity, responsible
tourism, sustainable development,
community outreach, and diversity &
inclusion. Founded in 1967, Accor SA
is headquartered in France and
publicly listed on Euronext Paris (ISIN
code: FR0000120404) and on the
OTC Market (Ticker: ACCYY) in the
United States. For more information,
please visit www.group.accor.com or
follow us on X, Facebook, LinkedIn,
Instagram and TikTok.
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
PAGE: 02
FOREWORD
2023 was a positive year for European
travel. Industry-wide occupancy, Average
Daily Rate (ADR) and RevPAR showed
positive trends in 2023 year-on-year across
the continent, with top-line growth
helping to mitigate continued cost
challenges. Europe, the world’s most
visited region, reached 94% of 2019 tourist
levels
1
, supported by demand from inside
Europe itself as well as a boost from US
visitors.
At Accor, our Premium, Midscale &
Economy division saw strong revenue
growth across our Europe & North Africa
region, mirroring our wider business.
As 2024 gathers pace, we are confident for
the year ahead. This year tourism will
return to pre-pandemic levels, according
to the UN World Tourism Organisation
(UNWTO)
1
.
But as the European travel landscape
continues to evolve, staying abreast of the
latest trends and insights is essential for
industry professionals seeking to capture
demand and provide exceptional
experiences for travellers.
This report aims to shine some light on how
travellers across Europe are currently feeling
about travel, what their intentions are for this
year, the kind of trips that they seek, and the
factors that will influence their decisions.
Based on a survey of 8,000 travellers from 7
European countries, we seek to unravel the
intricacies of the travel intentions of
Europeans this year, dissecting the elements
that impact their travel choices and providing
industry professionals with some insight,
intelligence and inspiration to guide their
own strategies and decisions.
I sincerely hope you find it useful.
.
PAGE: 03
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
PATRICK MENDES
CEO Premium, Midscale and
Economy | Accor Europe & North
Africa
Patrick Mendes
1
2
3
4
5
OUR
METHODOLOGY
Accor commissioned One Poll to carry out research between 13th-23rd January 2024. A total of 8,000
adults who plan to travel domestically or abroad were surveyed from across 7 European countries.
United Kingdom
2’000 people
Netherlands
1’000 people
Italy
1’000 people
Germany
1’000 people
France
1’000 people
PAGE: 04
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
Spain
1’000 people
6
7
Poland
1’000 people
TRAVEL
INTENTIONS
SPENDING POWER
Despite an ongoing cost of living crisis across the continent,
Europeans are confident about their travel spending power in
2024.
Across Europe, over half of travellers (54%) think they will have
more money to spend on travel in 2024 than they did in 2023,
compared to just 11% who say they’ll have less to spend. Of
travellers in the seven countries surveyed, those in Poland were
the most confident about their travel spending power this year
compared to last, with 64% expecting an increased budget
compared to just 7% expecting a decrease. Those in Germany were
the second most confident (61% versus 13%), and even in Italy, the
least confident of the seven nations, there were almost four times
as many travellers expecting increased budgets (44%) as those
anticipating reduced budgets (12%).
TRAVEL BUDGET EXPECTATIONS
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
PAGE: 05
Yet the number of trips people expect to take is largely stable compared to last year, with a marginal
uptick in overseas travel. European consumers expect to take an average of 1.8 foreign leisure trips
each this year, up from 1.6 last year, with a huge 84% of respondents expecting to take at least one
overseas leisure break.
International “bleisure” trips – that is, trips that combine both business and leisure – will also see an
increase, with consumers expecting to take an average of 0.6 such trips this year, up from 0.5 last year.
With working patterns increasingly flexible and employers ever-more willing to enable flexibility
around their employees’ work trips, an astonishing one in five Europeans (19%) expects to take at least
one “bleisure” trip in 2024.
Across Europe as a whole, international business trips and all domestic trips are set to remain constant
in 2024 compared to last year.
Increased travel budgets combined with stable expectations for the number of trips suggest that on
average, people will spend more per trip. Yet while most people will enjoy a greater overall travel
budget, that does not mean to say they are immune to cost pressures. Indeed, the vast majority of
Do you think your total budget for travel in 2024 will increase or decrease compared to 2023? N=7,666
HOW THE COST OF LIVING IS IMPACTING EUROPEANS’
TRAVEL PLANS IN 2024
EUROPE ON THE MOVE: INSIGHT ON TH E TRAVEL PLAN S IN 2024
In what ways, if any do you think your 2024 travel plans will be impacted by inflation/ cost of living crisis? N= 8,000
FIVE LOWER-COST EUROPEAN DESTINATIONS TO CONSIDER
Tallinn, Estonia
With a medieval Old Town included in the UNESCO World
Heritage List, diverse districts, and a rich cultural scene,
Tallin is a lively all year-round destination. Great for foodies,
it boasts many local delicacies often inspired by Nordic
cuisine, with many restaurants featured in the Michelin
guide and two with Michelin stars. Recognised as the 2023
European Green Capital, a quarter of the city consists of
green spaces with parks in most districts, including the
Kadriorg’s Baroque palace park, which is renowned for its
Japanese garden.
Where to stay:
o Mercure Tallinn (from 85€ double bedroom incl.
breakfast)
o Oru Hub Hotel Tallinn - Handwritten Collection (from
68€ double bedroom incl. breakfast)
Krakow, Poland
Its Old Town is a maze of cobbled alleys and impressive
squares with medieval churches and trading houses; one
of the first urban areas to be recognised as a UNESCO
World Heritage Site. With a strong ‘café culture’ with many
artisanal coffee shops nestled across the city, visitors can
easily visit sites such as Wieliczka, one of the world’s oldest
operating salt mines with impressive tunnels, carvings and
even an underground cathedral; and the memorial site of
Auschwitz with guided tours at the main sites and
museum. Cracow also has one of the most beautiful
Christmas markets in Europe.
Where to stay:
o ibis Styles Kraków Centrum (from 74€ double bedroom
incl. breakfast)
o The Crown Kraków Handwritten Collection (from 82€
double bedroom incl. breakfast)
PAGE: 06
people (87%) will take at least one measure to reduce their travel costs as a result of inflation and a
heightened cost of living, with plans including the avoidance of peak season (34%), downgrading
accommodation (27%) and cutting other costs in order to maintain their travel expenditure (15%).
Timisoara, Romania
Also known as "The City of Flowers" and "Revolutionary
City", Timisoara is the third-largest city in Romania and is
close to the border with Serbia and Hungary. It was named
a European Capital of Culture in 2023. With baroque
architecture and charming cobblestone streets and
squares, the city is an up-and-coming destination often
nicknamed as the "Little Vienna of Eastern Europe". The
city was built on the site of an ancient Roman fortress and
has over 10,000 historical monuments. It was the main
industrial, commercial, financial, and cultural center of the
region between 1880 and 1914.
Where to stay:
o Hotel: Mercure Timisoara (from 112€ double bed room
incl. breakfast)
Budapest, Hungary
Set along the majestic Danube River, the city is an
architectural treasure trove with baroque, neoclassical, and
art nouveau buildings. Renowned for its natural mineral
water springs and thermal baths, the city is also a great
culinary hotspot for foodies. Budapest is home to many
large events, from music festivals to fairs, concerts and
markets. Sziget Music Festival is one of the biggest, taking
place in August.
Where to stay:
• TRIBE & ibis Budapest Stadium (from 93€ double bed
room incl. breakfast)
• Mercure Budapest Castle Hill (from 94€ double bed
room incl. breakfast)
Tbilisi, Georgia
Listed as one of the 100 best cities to visit in the National
Geographic guidebook 2023, the old part of Tbilisi is not
just a historical center, it is the soul of the whole city with
charming courtyards, the Metekhi Temple and its famous
sulfur baths. The flea market on Dry Bridge is a top local
attraction, with souvenir shops and boutiques selling
vintage items, and the city boasts a rich culinary scene,
including local varieties such as khinkali (dumplings),
khachapuri (cheese-filled bread), kharcho (traditional beef
soup), homemade cheeses, churchkhela (candle-shaped
sweets) and more.
Where to stay:
• Pullman Tbilisi Axis Towers (from 118$ incl. breakfast)
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
PAGE: 07
Intra-European travel will dominate in 2024, with 86% of Europeans surveyed planning to take at least
one trip within Europe this year.
The hotspots of southern European countries are still top of the list for European travellers, almost one
in four people (23%) planning to head to Spain, and one in five (18%) expecting to travel to Italy during
2024. France (16%), Greece and Portugal (both 13%) make up the remainder of the top five.
Which, if any, of the following countries do you plan to travel to in 2024? N=8,000
Outside of Europe, 16% of Europeans intend to take a trip to North or Central America this year; 16%
to Asia; and 10% to Africa. Around one in 12 (8%) will head to South America and one in 20 (5%) to
Australia or New Zealand.
PAGE: 08
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
DESTINATIONS: WHERE WILL EUROPEANS GO IN 2024
TRAVEL
TRENDS
06
05
01
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
CLIMATE CONSCIOUSNESS
Climate change and the responsible use of natural resources is
an ever-increasing concern to the public, and it is taking on
genuine importance to people’s travel decisions, according to
our survey.
Seven in 10 people (71%) said having sustainable options is
important to their travel decisions, including 22% who say they are
very important. This compares to 29% who say this is not important
to their travel decisions, including just 8% who say it is not at all
important.
Of the seven European countries sampled, travellers in Italy are
most serious about green travel, with 82% claiming sustainable
options are important to their decisions. This is followed by Spain
(78%) and Poland (77%), with British travellers lagging behind (61%).
IMPORTANCE OF SUSTAINABLE OPTIONS TO TRAVEL DECISIONS
How important are climate change and sustainability/sustainable options to your
travel decisions? (e.g., deciding your method of transport, your destination, where
you stay, what you do etc.) n=8,000
While sustainability is significant, in theory, to most travellers, we will also see changes in travel
behaviour and booking behaviour driven by climate concerns. Three in four travellers (77%) say it will
have at least some impact on their travel decisions in 2024, ranging from reducing the amount of
travel they do, to changing their mode of transport, who they book with, and their holiday habits.
PAGE: 09
IMPACTS OF CLIMATE CHANGE AND SUSTAINABILITY
CHALLENGES ON TRAVEL DECISIONS IN 2024
How, if at all, do you think climate change and sustainability challenges will
impact your travel decisions in 2024? N=8,000
OBSTACLES TO SUSTAINABLE TRAVEL CHOICES
Despite their good intentions, travellers acknowledge that there are several obstacles that prevent
or impede them from making sustainable travel choices. The most common barrier is conflicting
cost pressures, cited by 38% of respondents, suggesting that many believe sustainable options
come with a more expensive price tag.
One in four people (26%) say there aren’t many sustainable choices available to them, and 23% say
a lack of information is an impediment. Not having enough time to research the options was
mentioned as an obstacle by 16% of respondents.
Despite one in four people (25%) saying there is nothing preventing them from making sustainable
travel choices, it is clear that the industry must do more to ensure that people can travel sustainably
and cost-effectively at the same time; and to provide clear and easy to access information to
travellers on sustainable travel choices.
For companies who can provide robust sustainable travel solutions, the rewards are potentially
financial as well as purpose-driven – one in ten people (9%) say they would be willing to pay more
for a holiday if the operator had proven green credentials. And with consumers as well as businesses
increasingly taking the carbon footprint of their trips into account when making travel decisions,
travel businesses from accommodation providers to travel agents and transport operators need to
consider their sustainability strategy with urgency.
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
PAGE: 10
“The travel industry has a responsibility to play its part in
decarbonising. For our part at Accor, we have placed climate
action at the core of our vision and business model, but to make a
genuine difference, all parts of the travel ecosystem must move in
the right direction. Sustainability is becoming more and more
important to the travel choices made by consumers, as well as
businesses, and industry players must find ways to provide
climate conscious travellers with the sustainable trips they want.
This is becoming a financial imperative as well as an ethical one.”
PATRICK MENDES
CEO Premium, Midscale and Economy
|Accor Europe & North Africa
EUROPE ON THE MOVE: IN SIGHT ON TH E TRAVEL PLAN S IN 2024
PAGE: 11
option
option
option
option
A
B
C
D
Many travellers say they will deliberately avoid peak season in 2024, driven by the twin
motivators of cost and fears of extreme heat.
One in three respondents across Europe (32%) say they will purposefully take a holiday outside
of peak season to reduce costs; while one in five (19%) expect to do so to avoid the risk of heat
waves. Last summer saw severe heatwaves in southern Europe, with temperatures regularly
topping 40C and wildfires in Portugal, Spain, Italy and Greece
1
, including many popular
holiday destinations.
If large numbers of travellers seek to sidestep the height of summer, it could potentially
lengthen the season in hot destinations. Some travel businesses are taking note, such as tour
operator Tui, which has started to offer holidays in some southern Mediterranean destinations
year-round
1
. But extending the season is not without its complications, with travel companies
needing to ensure that local facilities remain open in those destinations that have
traditionally been highly seasonal.
School holidays will also put a significant brake on any shift to shoulder season, which may
instead see holidaymakers look north to cooler destinations.
A LONGER PEAK SEASON?
TOP SHOULDER-SEASON DESTINATIONS
Seville, Spain
The beautiful capital of Andalucia and its gorgeous
architecture has a wide range of cultural and gastronomic
offerings and with mild temperatures in autumn and
winter, it is a perfect shoulder season destination.
Where to stay:
• Novotel Sevilla
• ibis Styles Sevilla
Lisbon, Portugal
The Portuguese capital boasts a great wealth of
monuments, views and gastronomic delights, with a lively
nightlife and the unmissable sound of fado music. With
290 days of sunshine a year, it has become one of Europe's
top travel destinations.
Where to stay:
• Mama Shelter Lisboa
• ibis Styles Lisboa Marques de Pombal
Naples, Italy
The beautiful capital of Andalucia and its gorgeous
architecture has a wide range of cultural and gastronomic
offerings and with mild temperatures in autumn and
winter, it is a perfect shoulder season destination.
Where to stay:
• Mercure Napoli Centro Angioino
• ibis Styles Napoli Garibaldi
Athens, Greece
From the Acropolis to the Parthenon, the rich history of
Athens is a treat to behold at any time of year. But the city
boasts a more youthful side, with a laid-back café culture
and art galleries helping to occupy local Athenians and
tourists alike.
Where to stay:
• Novotel Athens
• ibis Styles Athens Routes
Florence, Italy
Home to some of the world’s greatest artistic treasures,
Florence is jam-packed with jaw-dropping museums,
palaces and churches to satisfy the most demanding
culture seeker. With pleasant temperatures in spring and
autumn, shoulder season can be the best time to visit “the
cradle of the Renaissance”.
Where to stay: Mercure Firenze Centro
PAGE: 12
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
TRAVEL COMPANIONS: ME, MYSELF AND… THE DOG
Predictably, the most regular
travelling companions for
European holidaymakers are their
immediate families, cited by 70% of
respondents, followed by friends
(32%) and extended family (12%).
However, these are by no means
the only holiday companions travel
businesses need to consider.
SOLO TRAVELLERS
17% of European travellers will go on a solo trip in 2024, according to our survey.
Men are marginally more likely to embark on a solo trip than women (19% versus 15%). Those in
younger age groups are also more likely to travel by themselves, with one in four (24%) 18-24 year-
olds intending to do so, followed by 20% of 25-34 year-olds. However, it is certainly not just a young
person’s game, with no less than 14% of any age group intending to travel alone.
Solo travel is certainly on the rise. According the Association of British Travel Agents
1
the number
of people going on holiday by themselves increased from 6% in 2011 to 16% in 2023. Many specialist
tour operators have sprung up specifically to cater for travellers going away alone.
EUROPE ON THE MOVE: IN SIGHT ON TH E TRAVEL PLANS IN 2024
PAGE: 13
PETS
Almost one in ten holidaymakers (9%) plans to take their pets away with them this year, with
those from Poland the most likely to do so (12%), followed by Spain (11%).
While the adoption of harmonised rules on travelling with pets has made it easier for
European Union citizens to travel with their pets within the bloc, that’s not always the case
from other countries. Pet owners in the UK, for example, need an Animal Health Certificate to
prove their pet is microchipped and vaccinated against rabies1.
Pet owners have a growing number of holiday options to choose from, from pet-friendly hotel
brands like Mercure to holiday rental cottages and campsites, making it easier for animal
lovers to take their furry friends with them.
A DEEPER CONNECTION
Travellers in 2024 are seeking a deeper connection with the destinations and local communities
they visit. More than one in three respondents (36%) say it is important to them to immerse
themselves into the local cultures and communities they visit on holiday.
For some, immersion might just be about trying the local cuisine, something 45% of respondents
like to do as much as possible.
But others like to go deeper, with 13% say it is important to them to feel they are making a positive
contribution to the destination they are visiting.
Others like to use their trips to connect more deeply with the people they are with, cited as an
important factor by 24% of respondents.
RECHARGING THE BODY AND SOUL
For almost half of European travellers (44%), rest and
relaxation is the most important thing about a holiday,
with 15% of respondents saying they are currently in
need of a break because they have an uneven work-life
balance.
Restful destinations are popular, with one in four people
(25%) intending to visit lakes and mountains this year; and
22% planning a countryside escape.
With awareness of mental and physical wellbeing growing,
many consumers are now proactively ensuring that their
vacations cater to their needs in this way. More than one in
three holidaymakers (36%) say it is important to them to
choose a trip that allows them to look after their physical
and mental wellbeing and leave their stresses behind.
Wellness is a vast and fast-growing industry, with global
revenue of $5.6 trillion in 2022, according to a recent report
from the Global Wellness Institute
1
. It expects that figure to
grow another 57% to $8.5 trillion by 2027 – which means
travel companies must consider how to cater for the
mental and physical wellbeing of their customers if they
are not to lose out on a growing proportion of business.
“Wellness has well and truly hit mainstream focus since the Covid-
19 pandemic, and travellers are very serious about using their trips
to unplug from the daily grind and find travel experiences that
make them feel more relaxed and healthier in mind and body.
This represents a huge opportunity for hoteliers and other travel
businesses to enhance the overall customer experience, and to
capture increasing demand from travellers who prioritise wellness
and are willing to invest significant money on wellness
experiences such as spas, fitness classes and wellness excursions.”
JULIE WHITE
Chief Commercial Officer Premium,
Midscale and Economy |Accor Europe
& North Africa
PAGE: 14
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
CONCERTS, COMPETITIONS, CARNIVALS
While beach trips unsurprisingly take top spot for the most popular type of trip – expected to be
enjoyed by almost half of European travellers (46%), city breaks will also be hugely popular this
year, with over four in ten (42%) holidaymakers planning to go on at least one.
But it is by no means just coastal resorts and capitals that should be gearing up to secure the
business of willing travellers.
Beyond the tried and tested, other key factors are influencing exactly where European travellers
head to, including huge numbers of people who are planning trips based around major sporting
events, gigs from their favourite artists and bands, or foodie festivals and destinations.
1
FOOD & DRINK
9% will take a trip based around food or
drink such as wine tasting or a food festival
in 2024, from Oktoberfest in Munich to
Stragusto in Sicily.
2
GIGS
9% will take a trip around a music event
e.g. a festival or concert, with major artists
touring in 2024 including Taylor Swift and
Adele set to pull in crowds from afar.
3
SPORTS EVENTS
6% will take a trip based around a sports
event this year. The Paris Olympics is set to
the be the major sporting attraction of
2024, but others such as Euro 2024 will also
attract fans from across the continent and
beyond.
EUROPE ON THE MOVE: INSIGHT ON THE TRAVEL PLAN S IN 2024
PAGE: 15
ON THE ROADS, RAILWAYS AND WATERWAYS
“It's not the destination, it's the journey” is a
quote famously attributed to American philosopher
Ralph Waldo Emerson. Many European travellers are
seemingly on board with this sentiment, with large
numbers planning trips on the roads, railways and
waterways this year.
One in five (19%) intend to take a road trip to multiple
destinations, while one in ten (9%) will take a boat trip or a
cruise.
Some 3% of respondents say they plan to take a luxury train
trip. Luxury rail is a growth market, with much excitement
about projects including The Orient Express La Dolce Vita,
that will welcome its first passengers in 2024.
BLEISURE: WHERE WORK MEETS PLAY
Working patterns have shifted dramatically in the years since the onset of the Covid-19
pandemic, with many enjoying much greater freedom in where they work from.
Simultaneously, companies have become much more conscious about the carbon footprint
of their business travel and many are adapting their policies to reduce the overall number of
trips, while ensuring they are more purposeful.
These factors combined have led to a rise in the number of people combining business trips
with leisure trips (“bleisure”).
Thirteen per cent of European respondents say they can work remotely, so combining work
with a leisure trip is straightforward as long as they have a good internet connection.
Employers are adapting to the trend, with 7% of respondents saying their employer is
supportive of them combining a business trip with a leisure trip.
One in ten (10%) expect to extend their holidays in 2024 by working from the destination they
visit. The same percentage say they like to work from the destinations they visit because it
gives them a good way to immerse themselves in the local community.
There will be bumps in the road, but the likelihood is the world of work will continue to
become more flexible, and the need to justify business travel will persist - which means
bleisure is here to stay.
PAGE: 16
EUROPE ON THE MOVE: INSIGHT ON TH E TRAVEL PLAN S IN 2024
TRIP PLANNING
AND BOOKING
INFLUENCES: FRIENDS, REVIEWS, BRANDS & NETFLIX
While trends in destinations and types of holiday
experience are evolving, the perennial drivers of cost and
convenience are still the most important factors
influencing where people choose to go on holiday. Fifty-
eight per cent of respondents cited cost as an influential
factor, followed by 38% citing the convenience of getting
there.
Friends and family are the most trusted sources of advice,
with 35% saying their recommendations influence their
holiday plans, followed by 29% who are swayed by online
reviews on sites such as TripAdvisor or hotel websites.
Loyalty also counts. Trusted operators and brands are vital
to people’s choices, with 17% citing them as an important
factor. Being a member of the loyalty programme of a
particular accommodation provider or tour operator is also
crucial for 6% of respondents.
One in six (16%) are influenced by destinations they have seen on TV programmes or movies.
“Set-jetting”, the trend for holidays to TV show or movie filming locations, has been popularised
with influxes of visitors to landscapes made famous by shows such as The White Lotus and
Game of Thrones. Some travel firms have even created TV-inspired itineraries and experiences
to capture the interest.
And if your favourite TV show isn’t influencing your holiday choice, maybe an online influencer
is. Some 12% of respondents are influenced by destinations they have seen on social media – the
same as those who are impacted by advice from a travel agent.
EUROPE ON THE MOVE: IN SIGHT ON TH E TRAVEL PLANS IN 2024
PAGE: 17
FACTORS INFLUENCING WHERE PEOPLE CHOOSE
TO GO ON HOLIDAY
Which, if any, of the following factors influence where you choose to go on holiday? N=8,000
PAGE: 18
EUROPE ON THE MOVE: INSIGH T ON THE TRAVEL PLANS IN 2024
AI COMBINED WITH HUMAN TOUCH
Technology has been hugely disruptive in impacting
how people plan and book holidays, with artificial
intelligence (AI) and other technologies being
integrated in many different ways across the industry to
provide more personalised recommendations in a much
more efficient way.
For example, Accor is using AI in a wide variety of ways
from powering its digital marketing with detailed
customer segmentation; to AI-powered search and
personalisation on websites and communications; faster
and more efficient call processing in contact centres; and
revenue management tools.
While travellers are often unaware of how AI is being used
if it is providing support to providers in the background
rather than being a customer-facing tool, it is being used
by some in the industry to help travellers with trip
planning.
Our research indicates that on balance, European travellers recognise that there is a role for
both technology and the human touch in trip planning. Forty-four per cent of respondents said
they like having access to both digital tools and humans for different needs during the travel
experience.
While some travellers do recognise that AI tools could be helpful in planning a trip (18%) or
dealing with enquiries about their booking (18%), when it comes to direct interactions, two-
thirds of travellers (65%) would prefer a human to help plan their trip than an AI-driven tool,
compared to just 5% who would opt for the AI option, with the remainder agnostic or unsure.
“AI has been emerging as a beacon of innovation, offering
boundless potential to redefine guest experiences. By
harnessing the capabilities of AI, we have the opportunity
to curate bespoke interactions, seamlessly weaving
together personalized touches that anticipate and fulfill
the unique needs and desires of each guest.
From intuitive recommendation systems to predictive
analytics guiding service enhancements, AI empowers us
to create unforgettable moments that leave an indelible
mark, fostering lasting connections and loyalty.
Combining the power of technology with strong human
touch and interactions is the key to unlocking this value:
enhancing the journey through technology without
stealing the spotlight from the emotions.”
ALIX BOULNOIS
Chief Digital Officer - Accor
EUROPE ON THE MOVE: IN SIGHT ON TH E TRAVEL PLANS IN 2024
PAGE: 19
HOTEL HEAVEN
Hotels dominate as the most popular type of holiday accommodation for European travellers,
with two-thirds (65%) of respondents planning to stay in a hotel in 2024 – by far the most popular
option – and one in five (19%) opting to head to a resort.
This outweighs the vacation rental segment, which will see one in three (33%) European
travellers opting to stay in a holiday rental apartment and one in four (24%) in a holiday rental
house or villa.
One in six (16%) people plans to go camping, glamping or caravanning, and 5% will stay in a
youth hostel, while 27% of holidaymakers will save themselves money and stay with friends or
family.
Predictably, consumers indicate that cost (52%) and location (46%) are the single most
important factors governing which hotel to stay in. But there are many other areas that hoteliers
can bear in mind in order to appeal to holidaymakers.
So what are travellers really looking for in a hotel stay?
PROVIDE GREAT SERVICE BEFORE THE TRIP…
Service doesn’t begin at check-in. The guest’s experience from the moment they begin looking
for a trip is hugely influential in where they choose to stay. Being able to see a wide variety of
options in front in terms of destinations and budgets is cited as important by 8% of respondents,
demonstrating that hotels need to be visible on digital platforms providing travellers with a
range of trusted choices.
One in ten (11%) respondents is highly influenced by great service through the planning and
booking process; and 6% specifically reference having a seamless digital experience during
planning, booking and pre-trip enquiries as being important.
Hotels must ensure they have access to the distribution, technology and customer service
capabilities to capture demand and delight guests before they even step into the hotel lobby.
…AND DURING IT
Hotel bookers of course want to know that they are going to get the kind of attentive, unscripted
service that makes their holiday a memorable one for all the right reasons. One in five (21%)
holidaymakers cite great human service at the hotel itself as a key factor when booking a stay.
CATER TO YOUR TARGET MARKET
Travellers each have specific interests or characteristics that must be catered to if they are going to
select a particular hotel. Hoteliers must ensure they know what kind of guests they are seeking to
attract, and serve their needs and interests.
For example, 8% of respondents say it is vital that a hotel has facilities and entertainment for
children; presumably a complete turn-off for the 6% for whom an adults-only location is a pre-
requisite.
For some, whose pets are essential travelling companions, finding a hotel that has facilities for them
is important (5%), a market that brands such as Mercure, with its dog-friendly hotels, have identified.
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Even more important is the need to ensure that hotels are accessible to the elderly or those with
disabilities. A highly significant 12% of our respondents cited accessibility as an important factor in
choosing a hotel, demonstrating how critical it is for hotels to ensure they create accessible rooms
and facilities wherever possible, as well as ensuring their facilities are clearly signposted for
searching travellers.
INDULGE THE FOODIES
Good food and drink is not just a nice-to-have for many holidaymakers, it is a core part of their
holiday enjoyment and a reason to book a particular establishment. Over one in three (37%)
travellers say good food and drink is central to their hotel choice, demonstrating why an attractive
F&B offering is an absolute must for hoteliers.
SHOW YOUR ECO-CREDENTIALS
For 6% of consumers, hotels that can help them minimise the environmental impact of their trip
will put themselves in pole position for their custom. Hotel owners are increasingly investing in
decarbonisation to hit their environmental targets. Accor provides its hotel partners with many
solutions to decarbonise, from its reporting tool, to renewable energy production and purchase,
training for hotel staff on energy conservation, and a turnkey energy renovation and financing
solution to finance large-scale energy efficiency projects.
Brands such as greet, launched in 2019 and conceived to meet the needs of travellers seeking
sustainable, budget-friendly travel options, are growing apace, with greet having opened its 30
th
hotel in France alongside its flagships in Vienna and Berlin and a healthy pipeline.
BRING GOOD VIBES
Another key priority for hotel guests is the ambiance inside the hotel. Music and design are integral
to the guest experience, and a significant 17% of respondents say that having a good ambiance
from factors like music and décor is important to where they choose to stay.
Design has become more important even in the economy segment, with brands like ibis Styles –
the non-standardised design-led brand of the ibis family – allowing a high level of personalisation.
The hotels are also focused on buzzy, music-driven bar and restaurant concepts that attract locals
as well as travellers. Such brands are contributing to the premiumisation of the economy segment,
aiming to create great guest experiences, not just value for money.
EMBRACE YOUR SURROUNDINGS
Guests also want the hotels they stay in to reflect the destinations and communities they are part
of. One in ten (11%) say it is important to them to feel immersed in the local community through
factors such as enjoying local cuisine or experiences; and 6% want to feel “part of the destination”.
In contrast to many branded hotels, brands like Mercure embrace the destinations they are in
through design and food offerings that celebrate their surroundings. Mercure’s “Discover Local”
program promotes local specialties in its hotels through its daily food, bar and in-room offerings as
well as specially-organised events.
EUROPE ON THE MOVE: IN SIGHT ON TH E TRAVEL PLANS IN 2024
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SUMMARY: TAKE-OUTS
FOR THE TRAVEL INDUSTRY
Despite ongoing macro-economic and geopolitical
challenges, 2024 looks set to be a strong year for European
travel, with the sector demonstrating its resilience as
consumers prioritise it above other forms of discretionary
spend.
But the market is evolving faster than ever, which means
that all industry players from hotels to airlines, tour
operators and travel agents, need to have their finger on
the pulse of these changes, and how to adapt to them.
Several overarching and long-term themes have been
reinforced by this report. None is more important than the
climate crisis, something that is central to our strategy at
Accor as we strive to be a carbon neutral business.
Consumers care about how travel businesses are
addressing sustainability issues, and this will only become
more important to their travel choices over time.
But there are several other long-term growth trends. Consumer focus on wellness is here to
stay. Bleisure is here to stay. Travel businesses must have a strategy to cater to the evolving
needs of travellers in these areas if they want to capture demand from these significant
audiences.
They should also be aware of the opportunities that exist from significant groups, whether that
is animal lovers, solo travellers, families, or those following sports, music or food-focused events,
and how to benefit from them.
Technology will of course be key to staying ahead of these trends and taking advantage of those
that fit the strategy of each individual business. But this report reminds us that we must never
forget to keep the human touch at the heart of how we implement technology.
Beyond smart use of tech, hotels and those within the wider travel industry will need the ability
to be nimble, to adapt to ever-evolving trends. Having partners with scale, breadth and variety,
as well as deep-seated expertise, will be an important factor.
For those who embrace this, travel will continue to reward in 2024 and beyond.
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REFERENCES
1
United Nations World Tourism Organisation (UNWTO), ‘International Tourism to Reach Pre-
Pandemic Levels in 2024’, 19
th
January 2024
1
United Nations World Tourism Organisation (UNWTO), ‘International Tourism to Reach Pre-
Pandemic Levels in 2024’, 19
th
January 2024
1
Euronews, ‘Europe’s forests are being destroyed by wildres and illegal logging. Satellites
could save them’, 22nd November 2023.
1
TUI Group, 27
th
August 2023.
1
Association of British Travel Agents (ABTA) as reported in The Guardian on 20th January 2024
1
UK Government, Taking your pet dog, cat or ferret abroad
1
Global Wellness Institute, November 2023
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