Étude - société : les voyages en solo de plus en plus fréquents

Description

rapport de la société d’études de marché britannique Millward Brown

Sujets

• Rapport
• Voyages
• Société
• Kantar Group

Informations

• Publié par: Fil_actu
• Publié le: 28 avril 2016
• Nombre de lectures: 2
• Langue: English
• Poids de l'ouvrage: 9 Mo

Extrait

Visa Global Travel Intentions Study 2015
EXECUTIVE SUMMARY | Prepared by Millward Brownravel Intentions Study 2015 | Prepared by Millward BrownRegions included in the study
› AFRICA & MIDDLE EAST: Egypt, Kuwait, Morocco, Saudi Arabia, South
Africa, United Arab Emirates
› AMERICAS: Brazil, Canada, Mexico, United States
› ASIA PACIFIC: Australia, China, Hong Kong, India, Indonesia, Japan,
Korea, Malaysia, Singapore, Taiwan, Thailand
› EUROPE: France, Germany, Russia, United Kingdom
Fieldwork Methodology
Interviews were conducted online, with the exception of Egypt, Kuwait,
Morocco and Saudi Arabia where interviews were done face-to-face with
the assistance of laptops.
Sub-group Defnition
› AFFLUENT: Respondents who fall into the income bracket
listed in the Appendix of this report are classified as
‘Affluent’
› MILLENNIALS: Travellers aged 18-35 years old
› SUPERBOOMERS: Travellers aged 45 years old and above
The Visa Global Travel Intentions Study 2015 was commissioned by Visa to › SOLO TRAVELLER: People who chose to travel by
Millward Brown. The study was conducted with 13,603 travellers*, aged 18 themselves throughout the whole journey in their most
years and above across 25 countries in January and February 2015. recent leisure trip
*Have either travelled in the past 24 months or intend to travel in the next 24 months for
2 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown business/leisure (non-domestic travel only). Foreword
The travel and tourism industry continues to play a signifcant part to global
economies. According to the World Travel and Tourism Council (WTTC),
travel and tourism generated US$7.6 billion in 2014 - 10 percent of global
SHIFTS AND CHANGES: Current and future macro trends in
GDP. This is expected to grow by 3.7 percent in 2015. There were almost
leisure travel11.14 billion international tourists arrivals in 2014 and with visitor spending
matching that growth, this industry remains an exciting one with signifcant
opportunities for the world’s largest industries. ASIA ON THE RISE: Asia’s appeal to travellers and a focus on
the Chinese traveller2
Considering the scale of the industry, it is vital to analyze and understand
the travel behavior and tourism spending patterns of these global travellers
A NEW BREED OF TRAVELLER: Changing attitudes and
to help unlock the potential this industry presents to developed and
behaviours of leisure travellers3emerging economies alike. Tourism provides a gateway to economic
progress by helping to grow revenue, promote job creation, and accelerate
infrastructure development. And with increased acceptance of reliable and
THE SOLO TRAVELLER
secure electronic payments, every traveler who uses a card to pay or buy 4
goods and services is exponentially contributing to growth.

The Visa Global Travel Intentions Study has been regularly updated and TECH SAVVY TRAVELLER5published since 2006, and this latest installment is showing that with
greater options, leisure travel is touching a wider mass. Regardless of
economic or political highs and lows, leisure travellers are still optimistic
PAYMENT CHOICES OF LEISURE TRAVELLERS
about their future plans. This latest 2015 global update is part of Visa’s 6
continued commitment to helping industry players, including governments,
in their pursuit of growth of the global travel and tourism industry.
3 Visa Global Travel Intentions Study 2015 | Prepared by Millward BrownShifts and changes: current and future macro
trends in leisure travel
4 Visa Global Travel Intentions Study 2015 | Prepared by Millward BrownLeisure travel touches a wider mass
All regions - except for the Middle East and Africa - indicate they travelled The increase in outbound travel comes from Southeast and North Asian
more in the past two years as compared to the global average. countries. Countries in the Middle East and North Africa had the largest
decline in outbound travel. This is likely due to instances of political and Travelled in past two years for leisure
economic instability in the region.
79%76%
Countries with the highest increase in leisure
Global 76% (13603) travel in the past two years
Asia 84% (6531)
% 85 52 89 67 90 69 90 76 80 70
Europe 81% (2012)
Africa &
54% (3053)
Middle East
2015 2013 Americas 79% (2007)
Indonesia Thailand Korea Malaysia TaiwanBase (13603) (12631)
+33% +22% +21% +14% +10% CHANGE %
Average no. of leisure trips made in the past two years
With more new travellers joining the fold, Countries with the highest decrease in leisure Global 2.17 (13603)
the average number of leisure trips taken travel in the past two years
per traveller is experiencing a small decline. Asia 2.52 (6531)
Europe 2.53 (2012) % 20 84 8 44 80 98 80 98 79 97
2015 Africa &
1.02 (3053)2013 Middle East
Americas 2.42 (2007)2.17 3.12
Saudi United
People around the world kept travelling more than ever before this year despite Arabia StatesMorocco Egypt Australia
wars, terrorist attacks and a growing fear of pandemics as well as diverging
-64% -36% -18% -18% -18% CHANGE %economic conditions. The number of outbound trips increased by a robust 4.5
percent over the frst eight months of 2014 and the prospects are bright for next
year as well.
Source: ITB World Travel Trends Report 2014/2015 2015 2013
5 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brownafter
Global average trip length declines slightly from 2013, Asia Leisure travel now touches a wider mass. Except for Middle East Optimistic about the future Trip length
stands out as the only region with an increase in average trip and Africa, we have seen a rise in a number of those travelling
Travellers from Middle East and Africa are feeling optimistic about future Globally, the average length of a holiday declined in 2015. Travellers from
length. for leisure in the past 2 years and the frequency of travel has
travel with one in two intending to take a holiday in the next one year. Asia were the only group that increased their average stay.
also risen.
Countries with the highest increase in leisure travel in the next one year Average number of nights spent in most recent overseas leisure trip
Average Number of 2015 2013
Nights Spent in Most
Recent Overseas
Leisure Trip Travelled in9 10
76% ▼ 79%Past two years for leisure
2015 20139 10
Average no. Of after after2015 2013 2.17 ▼ 3.1262% 8% 63% 20% 81% 51% Leisure trips past two yearsGlobal average trip length declines slightly from 2013, Asia Global average trip length declines slightly from 2013, Asia Leisure travel now touches a wider mass. Except for Middle East Leisure travel now touches a wider mass. Except for Middle East Egypt Morocco South Africa Asia Asia
stands out as the only region with an increase in average trip stands out as the only region with an increase in average trip and Africa, we have seen a rise in a number of those travelling and Africa, we have seen a rise in a number of those travelling Base (13603) (12631)+54% +43% +30% CHANGE % Europe Europe
length. length. for leisure in the past 2 years and the frequency of travel has for leisure in the past 2 years and the frequency of travel has Africa & Middle East Africa & Middle East
also risen. also risen. Americas Americas Africa &
Global Asia Europe AmericasMiddle East
Average Number of Average Number of 2015 2013 2015 2013Travelled in
15Nights Spent in Most Nights Spent in Most Past two years 76% 84% ▲ 81% ▲ 54% ▼ 79% ▲ 2015 2013Recent Overseas Recent Overseas 95% 73% 91% 77% for leisure
Leisure Trip Leisure Trip Travelled in Travelled in9 10 9 10China Kuwait
13 76% ▼ 79% 76% ▼ 79%Past two years for leisure Past two years for leisureAverage no. Of +22% +14% CHANGE % 2015 2013 2015 20139 9Leisure trips past 2.17 2.52 ▲ 2.53 ▲ 1.02 ▼ 2.42 ▲10
7 two years Average no. Of Average no. Of 2.17 ▼ 3.12 2.17 ▼ 3.12
11 11 Leisure trips past two years Leisure trips past two years82016 2015 Base (13603) (6531) (2012) (3053) (2007)
Asia Asia Asia Asia
Base (13603) Base(12631) (13603) (12631)
Europe Eur Europe ope Europe
People around the world have kept travelling more than ever before this year despite wars, terrorist
Africa & Middle East Africa & Middle East Africa & Middle Eastattacks and a growing fear of pandemics as well as diverging economic conditions. The number of Asia Europe Americas
outbound trips increased by a robust 4.5% over the first eight months of 2014 and the prospects Americas Americas Americas Africa & Africa & 2015 Base: (5463) (1622) (1637) (1587) are bright for next year as well Global Asia Europe Global Amer Asiaicas Europe Americas
Middle East Middle EastIn Egpyt and Morocco, this optimism is driven mainly by Millennials aged Source: ITB World Travel Trends Report 2014/20152013 Base: (4292) (1784) (2283) (1650)
25-35 years old. In South Africa, Superboomers aged 45 and above are
showing more enthusiasm in travelling in the next one year. Travelled in Travelled in
15 15
Past two years Past two years 76% 84% ▲ 81% ▲ 54% 76%▼ 79% 84% ▲ ▲ 81% ▲ 54% ▼ 79% ▲ 2015 20152013 2013
for leisure for leisure20 Global Travel Intentions Study 2015 – Prepared by Millward Brown Visa Confidential
6 Visa Global Travel Intentions Study 2015 | Prepared by Millward Brown
13 13Average no. Of Average no. Of
9 9Leisure trips past Leisure trips past