Brits most likely among Europeans to book holidays online

Ipsos research for insurance company Europ Assistance shows that Internet-savvy Britons are the group most likely among Europeans to book their holidays online. The research found that:

•  68% of British travellers now book their holidays online
• British are the most likely to go on multiple breaks this year with 34% taking more than one holiday
• Only 28% of British travellers will stay in the UK for their holidays
• British spend on travel increased more than their European counterparts with the average spend on the travel in the UK being £2,710 per year – a rise of £229 on 2009
• 2010 is the first year climate overtakes weather as top criteria in influencing holiday decisions
• Rest overtakes discovery as a preferred holiday pastime for Brits, with 64% stating it as the most important factor of their holiday

Produced by Ipsos and involving a sample of 3500 European consumers, this leading survey, which this year is being published for the 10th year running, details the behaviour and trends of European travellers in addition to the factors influencing them, their chosen holiday destinations and the types of breaks they are planning.

• Read the Client press release
• Download the Summary Report (PDF)
• Download the Presentation Slides (PDF)

Europe, which accounts for 80% of stated holiday intentions, is the favourite holiday destination for European consumers once again in summer 2010. The ranking of the various countries within Europe has remained unchanged, with a continued preference for the Mediterranean: Italy (19%, -2 points), Spain (16%, -1 point), and France (16%, unchanged). 48% of Europeans stated that they will be remaining in their own country. While 60% of French consumers will be spending their holidays in their own country; only 28% of British travellers intend to holiday in the UK this year. To mark the publication of the 10th Ipsos-Europ Assistance "barometer" survey, interviewees were asked to state those factors which they feel have marked the history of tourism over the last decade. The possibility to select and book your holidays at home using the Internet accounted for more than half of the votes (59%), well ahead of the other factors mentioned. This was followed by the growth of the low-cost airlines, mentioned by 35% of respondents, followed by the increasing number of "all-inclusive" holiday packages (27%), the increase in the number of weekend and short stays (25%), and the rise of last-minute bookings (24%).

British consumers, who stood out from the rest, are those most in favour of online reservations with 68% of holidaymakers booking their purchases online (+8 points).

• For more information, contact Fabienne Simon  or Austragésila Evora.

Technical Note

On behalf of Europ Assistance, Ipsos conducted a study among a sample of 3,500 Europeans aged 18 years and over (French, German, British, Italian, Spanish, Belgian and Austrian), from February 14th to March 28th, 2011. The study was conducted by phone at the respondents? homes and using the quota method (gender, age, profession of head of household) after stratification by region and size of agglomeration.