Attitudes towards holidays in Europe Study 2004 Wave 3

1
Attitudes towards holidays in Europe Study
2004 - Wave 3
Study N 94026 Contact Ifop International Olivier
BAUBY/ Perrine LE CALVE / Ludovic DUPONT Tél
01.45.84.14.44 Fax [phone]
Shanghai Paris Toronto Buenos Aires
Attitudes towards holidays in Europe in 7
European countries Study report May 2004
2
Contents

• Introduction 2
• Background and objectives.. 3
  
• Methodology. 4
• Sample description... 5
• Key Learnings... 8
• Main Results... 13
• Holiday departure intention ..
  14
• International context and holiday departure
  intention .. 35
• Perception and attitudes towards holidays
  .. 42
• Difficulties that may arise in holidays and
  solutions envisaged in event of
  problems. 58
• Typology... 67

3
I. Introduction
4
Background and objectives

• In 2002, Europ Assistance commissioned Ifop to
  set up a barometer observation to follow
  periodically attitudes towards holidays in
  Europe.
• Following the first two waves of interviews in
  2002 and 2003, Ifop conducted this year a third
  wave in the following European countries
• France
• Spain
• Italy
• Germany
• Belgium
• Austria
• and a first wave in a new country the United
  Kingdom
• This study gives the possibility to collect
  information on
• Opinions, attitudes and habits in terms of
  holidays
• Past experience on holidays
• Departure intentions
• Impact of the international context on the
  holidays habits

5
Methodology

• A quantitative study, conducted by telephone
  amongst a national representative sample of
  individuals aged 18 years old and over (quotas on
  sex, age, regions and social class) was set up.
• In total, all countries together, 2113 interviews
  were carried out, split as follows
• France 302
• Spain 308
• Italy 301
• Germany 301
• Belgium 302
• Austria 300
• UK 300
• The interviews were conducted from 14th to the
  23rd of April 2004, in the different countries.

6
3- Sample description -Sex, age, social class-
Total 7 countries
France
Spain
Italy
Germany
Belgium
Austria
UK
(2113)
Basis 100
(302)
(308)
(301)
(301)
(301)
(300)
(300)
Sex of the interviewee Male Female

48 52
48 52
48 52
48 52
48 52
48 52
48 52
48 52
Age of the interviewee 18-24 y/o 25-34
y/o . 35-49 y/o 50-64 y/o
65 and over
11 19 29 25 16
11 19 29 21 20
12 23 26 19 20
10 23 26 28 13
8 17 31 28 16
12 15 35 23 15
12 15 31 27 15
8 19 27 30 16
Social class A B C
D/E
15 26 27 32
16 26 23 35
13 18 30 39
20 25 14 41
9 20 37 34
12 40 19 29
10 20 40 30
22 31 23 24
7
3- Sample description -Region-
Basis (100)
Basis (100)
Basis (100)
France
(302)
Germany
(301)
United Kingdom
(300)
Région parisienne
19
North West
16
North East
5
Nord
7
Centre West
24
York/Humberside
8
Est
9
South West
25
East Midlands
8
Bassin Parisien Est
8
Berlin
3
East Anglia
6
Bassin Parisien Ouest
10
London
1
North East
10
Ouest
12
Centre East
8
South East
28
Sud-Ouest
11
South West
9
Sud-Est
11
South East
14
Méditerranée
13
Italy
(301)
West Midlands
10
(308)
North West
10
Nord Ouest
28
Wales
6
21
Nord Est
19
Scotland
9
14
Centre
19
20
Sud
23
23
Isole
11
12
Austria
(300)
10
(301)
Upper Austria
17
Salzburg
7
18
Lower Austria
19
21
Vienna
20
12
Burgenland
4
9
Styria
15
7
Carinthia
7
7
Tyrol
8
12
14
Vorarlberg
4
8
3- Sample description -Household-
In
Total 7 countries
France
Spain
Italy
Germany
Belgium
Austria
UK
(2113)
Basis 100
(302)
(308)
(301)
(301)
(301)
(300)
(300)
Number of persons in the household 1
person 2 persons. 3
persons 4 persons 5 persons and
more
13 32 22 23 10
12 33 18 24 13
8 30 28 25 9
8 24 29 29 10
23 34 15 18 10
12 27 23 25 13
14 35 17 22 12
16 40 20 16 8
Number of children aged under 15 y/o in the
household No child. 1
child 2 children 3
children 4 children and more Refused
68 16 13 2 ? 1
61 18 18 3 ? -
72 18 9 1 - -
64 19 12 1 - 4
71 13 13 3 - -
64 20 13 2 1 -
72 12 13 3 - -
67 15 13 4 1 -
? Lower than 0.5 - No answer
9
4 - Key learnings
10
Holiday Departure intentions

• As in 2002/2003, around 80 of the Europeans
  intend to go away for their holidays.
• In Latin countries (French, Spain, Italy), a
  large majority plan to spend their holidays in
  their own country.
• On the contrary, in the other countries people
  plan to travel to another European country other
  than their own.
• Among those leaving for their summer holidays,
  the most popular holiday destination throughout
  Europe remains generally the seaside, even though
  the countryside is becoming a lot more popular.
• Among those travelling in Europe for their summer
  holidays, the most commonly preferred European
  countries are Spain and France, followed by
  Italy.
• Within France, the Mediterranean border still
  remains the most popular holiday region for the
  French, though very closely followed by the South
  West and the Rhône-Alpes/Alpes.

Increasing importance of the countryside as a
holiday destination, which is now at the same
level as the mountains.
11
Holiday Departure intentions

• The Holiday organisation can be separated into
  two patterns
• In Latin countries, holiday makers tend to take
  their summer holidays in one block and over a
  long period. For example Spanish people take 2,6
  weeks on average and are the most to take more
  than three weeks summer holidays.
• In other countries people are more to split their
  holiday time, especially in the UK where the
  majority of people opt for this organisation.
• The most popular means of transport are the
  personal car, giving greater freedom and the
  aircraft, allowing to go faster.
• People who expect the economy to deteriorate
  still go on holiday, but setting aside a less
  important budget. The more people are worried
  about the economic situation, the less they will
  spend on their holiday

A large majority of Europeans take around 2-3
weeks of holiday in the summer (from June to
September) and more than a third take their
holidays in several blocks and go to several
destinations.
12
Perception and attitude towards holidays

• Resting and discovering new sites are for most
  Europeans still the main associations with their
  holidays.
• In third position, but getting stronger, is the
  fact of being together as a family during
  holidays.
• Particularly important to Austrian and Spanish
  people, the family life during holidays is of
  increasing importance in Germany and France
  equally.
• French people, who travel more and more with
  their family, start organising their holidays
  centred around their children and their holiday
  dates.
• Even if the quality of accommodation remains the
  decisive criteria to select holiday destinations,
  the safety of the place is of increasing
  importance.
• There are more people claiming to have had at
  least one pleasant experience during their
  holiday as opposed to a bad one (92 vs. 62).
• The most pleasant experiences consisted in
• Having discovered and outstanding location
• Having enjoyed the calm and the peace of the
  place
• Dissatisfaction is mainly caused by
• terrible weather
• services or accommodations not meeting
  expectations

Increasing value of family life during holidays
as well as the safety of the holiday destination
13
The increasing importance of the holidays
partners role

• Around 75 of Europeans do pay attention to the
  assistance company,when choosing their holidays.
• A large majority prefer an immediate and
  operational assistance that would provide help on
  the spot rather than a refunding solution.
• About 50 of the persons interviewed claim to
  select their tour operator either according its
  reputation or the assistance conditions it
  offers.
• The international situation continuously has had
  an increasing impact on holiday projects since
  2001
• This year, more than 2/3 of the European
  travellers, particularly Italians and Germans,
  have changed their holiday habits because of the
  international context. As a large majority of
  them are particularly concerned when travelling
  by plane, they pay a lot of attention to either
  the airline chosen, the security of the airports
  visited or the model of the plane taken.

Travellers pay great attention to the assistance
company when choosing their travel and claim, by
a large majority, to be looking for the services
provided by an assistance company such as Europ
Assistance.
14
II. Main results
15
1. Holiday departure intention

• Q13. Do you intend to take your summer holidays
  (i.e. your holidays from June to September) all
  in one block or spread them over the summer? READ
  ONE ANSWER ONLY.
• Q14. For your summer holidays, do you intend
  going to READ LIST SEVERAL ANSWERS POSSIBLE.
• Q15. In which European country (countries) do
  you intend to go this summer SPONTANEAOUS -
  SEVERAL ANSWERS POSSIBLE.
• Q15bis. In which continent(s) outside Europe do
  you intend to go this summer SPONTANEAOUS
  SEVERAL ANSWERS POSSIBLE.
• Q16. For your summer holidays, do you intend
  going READ LIST SEVERAL ANSWERS POSSIBLE.
• Q17. All together, how long do you plan to be on
  holiday this summer? READ ONE ANSWER ONLY.
• Q18. For your summer holidays, do you intend
  going to READ LIST ONE ANSWER POSSIBLE.
• Q19. To which French areas do you intend going
  to? SPONTANEOUS SEVERAL ANSWERS POSSIBLE.
• Q20 This year, the money you devote to your
  holiday will be READ ONLY ONE ANSWER
• Q21. To reach your holiday destination, you will
  use mainly READ ONLY ONE ANSWER.
• Q22. What is the main reason for this? READ
  ONLY ONE ANSWER.
• Q23. Before buying your plane ticket for your
  holiday destination, did you check READ ONE
  ANSWER ONLY PER ITEM.
• Q24. This year, to reach your holiday
  destination, you expect to travel READ ONLY
  ONE ANSWER.

16
Plans for summer holiday destination
Q14
Plans for summer holiday destination
In
Basis total sample
Basis those who intend do go away from summer
holidays
Total intention to go away
Recall 2003
Recall 2002
Total 7 countries (2113)
79
78
65- ?
73
- ?
80 ?
71-
81 ?
88-
?
83
NC
79 ?
70-
85 ?
91

NC
NC
! Caution only 5 countries studied in 2002, and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year /- Significative higher/lower
difference at 95 compared to total (7
countries) NC No comparison possible
17
Plan for summer holiday location -Comparison vs
last years-
Q21
Basis Those who intend to go away for summer
holidays (100)
In your country
In Europe
Outside Europe
2002
2003
2004
2002
2003
2004
2002
2003
2004
In
54
52
52
38
36
40 ?
10
12
13
TOTAL (1461-1429-1696)
64
64
70
20
23
23
13
16
15
France (378-196-216)
80
81
85
22
10 ?
11
4
5
4
Spain (264-241-251)
66
72
67
22
17
21
10
7
10
Italy (319-246-261)
34
NC
NC
NC
35
52
50
12
21 ?
Germany (NC-252-246)
13
20 ?
14
75
65 ?
77 ?
7
19 ?
13
Belgium (228-237-232)
47
41
45
51
44
52
10
16 ?
8 ?
Austria (272-257-251)
! Caution only 5 countries studied in 2002, and
only 6 countries in 2003 ?/? Significative
higher/lower evolution compared to last year
18
Plans for summer holiday destination -Profile-
Q16/Q18
Basis those who intend to go away for summer
holiday (100)
In
Total only one destination
Mountains
Seaside
Town
Countryside
Male (830)
Total (1696)
Female (866)
Without family (1076)
With family (970)
More than 35 y/o (1184)
Under 35 y/o (509)
TOTAL
SEX
HOLIDAY PARTNER
AGE
/- Significative higher/lower difference at
95 compared to total
19
European destination for summer holiday
Q15
Basis Those who intend to go on holidays in a
European country except theirs- (100) 671
persons
40 of European travellers
3
Others 5 DK 10
9
4
4
22
3
1
19
2
25
4
2
13
Cyprus 4
20
European destination for summer holiday -Details-
Q15
40 of European travellers
Basis Those who intend to go on holidays in a
European country except theirs- (100)
France
Spain
Italy
Greece
Portugal
Nether-lands
Others
In
Total 7 countries (671)
4
22
25
19
13
9
17
-
39
10 -
6
12
4
33
-
15
40
-
11
2
26
7 -
17
20
28
13
1
2 -
28
46
26
16
7
3
3-
15
7 -
10 -
32
25
2
25
-
23
37
8 -
13
6
3 -
22
Caution basis are too low to present results
for Spain /- significative higher/lower
difference at 95 compared to total
21
Extra-European destination for summer holiday
Q15bis
13 of European travellers
Basis Those who intend to go to an
extra-European destination (100) 218 persons
North America 28
Asia 26
Africa 20
Centraland Latin America 13
Oceania 11
Others 5
22
Extra-European destination for summer holiday
-Details-
Q15
13 of European travellers
In
North America
Central/ Latin America
Asia
Africa
Oceania
Others
Total 7 countries (218)
28
13
26
20
11
5
18
15
18
39
-
15
22
13
41
14
1 -
1 -
27
8
52
22
-
-
27
10
10 -
14
41
2
! Caution basis are too low to present the
results of Spain, Belgium and Austria /-
significative higher/lower difference at 95
compared to total
23
French destination for summer holidays -Only in
France-
Q19
Basis those who intend to go in France for
summer holiday (100) 151 persons
12
Nord Pas de Calais/Picardie 1
9
11
12
Normandie 5
Ile de France 1
Alsace/ Champagne Ardennes/Lorraine 3
6
11
Bretagne 10
Centre/ Val de Loire 3
5
10
Pays de la Loire/ Poitou Charentes 11
Auvergne/Bourgongne/Franche-Comtée/Limousin
5
2
13
DOM TOM 1
Alpes/Rhône Alpes 17
Aquitaine, Pays Basque, Landes 19 ?
6
3
Provence 10
8
Côtedazur 14
Midi Pyrénées 16
1
4
LanguedocRoussillon 8 ?
11
Corse 3
?/? Significative higher/lower evolution
compared to last year
24
Holidays timing
Q13
Basis Total sample (100)
In
I do not take summer holidays
Spread over the summer
In one block
31
13
53
26 -
11
58
30 -
5 -
61
43
10
47
31
18
47
43
12
42 -
51
12
32 -
Total 7 countries (2113) 36
Total 7 countries (2113) 12
Total 7 countries (2113) 48
! Caution only 5 countries studied in 2002, and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year /- Significative higher/lower
difference at 95 compared to total NC No
comparison possible
25
Holiday timing-Profile-
Q13
Basis (100)
In
In one block
Spread over the summer
I do not take summer holidays
Total (2113)
Female (1101)
With family (1154)
Male (1012)
Without family (1340)
Own country (875)
Foreign country (862)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
Improve (334)
Remain stable (1003)
Deteriorate (632)
TOTAL
SEX
AGE
HOLIDAY PARTNER
HOLIDAY PLAN
ECONOMIC PERCEPTION
/- Significative higher/lower difference at
95 compared to total
26
Number of weeks for summer holidays
Q17
In
Basis those who intend to go away for summer
holidays
More than 3 weeks
2 weeks
3 weeks
1 week
Mean
2.5
21
44
19
13 -
(216)
(216)
(216)
(216)
2.6
32
44
7 -
13 -
(251)
(251)
(251)
(251)
2.3
19
46
12
19
(261)
(261)
(261)
(261)
2.4
15 -
49
19
14
(246)
(246)
(246)
(246)
2.3
14 -
48
19
16
(232)
(232)
(232)
(232)
2.2-
16
36 -
20
27
(251)
(251)
(251)
(251)
2.4
20
39
16
21
(239)
(239)
(239)
(239)
Total 7 countries (1696) 20
Total 7 countries (1696) 44
Total 7 countries (1696) 16
Total 7 countries (1696) 18
2.4
! Caution only 5 countries studied in 2002, and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year /- Significative higher/lower
difference at 95 compared to total NC No
comparison possible
27
Number of weeks for summer-Profile-
Q17
Basis (100)
In
1 week
2 weeks
3 weeks
More than 3 weeks
Male (830)
Total (1696)
Female (866)
Own country (875)
Foreign country (862)
More than 35 y/o (1184)
Under 35 y/o (509)
Not intend to go away (63)
TOTAL
SEX
AGE
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
28
Holidays budget
Q20
Basis those who intend to go away for summer
holidays (100)
In
The same as last year
More important
Less important
Recall 2003
Recall 2003
Recall 2003
Recall 2002
Recall 2002
Recall 2002
59
21
(216)
(216)
(216)
19
13
62
20
12
61
26
?
?
45
26
(251)
(251)
(251)
14
14
52
22
14
62
21
?
48
26
(261)
(261)
(261)
18
15
51
28
20
57
18
?
54
23
(246)
(246)
(246)
19
12
56
24
NC
NC
NC
?
61
21
(232)
(232)
(232)
11
8
62
19
19
58
14
?
62
20
(251)
(251)
(251)
13
17
51
23
15
67
15
?
?
?
52
32
(239)
(239)
(239)
12
NC
NC
NC
NC
NC
NC
Total 7 countries (1696)
Total 7 countries (1696)
Total 7 countries (1696)
54
24
15
55
23
13
62
20
15
! Caution only 5 countries studied in 2002, and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year /- Significative higher/lower
difference at 95 compared to total NC No
comparison possible
29
Holiday budget-Profile-
Q20
Basis those who intend to go away fro summer
holidays (100)
In
Less important
The same as last year
More important
Male (830)
Total (1696)
Female (866)
Own country (875)
Foreign country (862)
More than 35 y/o (1184)
Under 35 y/o (509)
Not intend to go away (63)
Improve (257)
Remain stable (836)
Deteriorate (500)
TOTAL
SEX
AGE
HOLIDAY PLAN
ECONOMIC PERCEPTION
/- Significative higher/lower difference at
95 compared to total
30
Plans for summer holiday destination
Q16/Q18
Basis those who intend to go away for summer
holiday (100)
In
Recall 2003
Total Only one destination

Montains
Seaside
Town
Countryside
Total 7 countries (1696)
26
63
18 ?
26 ?
63
?
31
68
19
38 ?
62
?
25
59
10 -
14 -
61
15 -
79
8 -
6 ?-
63
24
57
18 ?
11 -
63
29 ?
64
10 -
26 ?
72
?
43
54 -
40
59 ?
56
17 -
62
23
33
NC
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
31
Plan for summer holiday destination -Comparison
vs last year-
Q21
Basis Those who intend to go away for summer
holidays (100)
Mountains
Seaside
Town
Countryside
2003
2004
2003
2004
2003
2004
2003
2004
In
26
26
65
63
15
18 ?
20
26 ?
TOTAL (1429- 1696)
31
31
70
68
14
19
25
38 ?
France (196-216)
30
25
62
59
10
10
15
14
Spain (241-251)
15
15
76
79
5
8
2
6 ?
Italy (246-261)
25
24
63
57
11
18 ?
11
11
Germany (252-246)
16
29 ?
65
64
10
10
17
26 ?
Belgium (237-232)
39
43
52
54
40
40
48
59 ?
Austria (257-251)
! Caution only 5 countries studied in 2002, and
only 6 countries in 2003 ?/? Significative
higher/lower evolution compared to last year
First answer mentioned
32
Distance to location
Q24
Basis those who intend to go away for summer
holidays
More than 1000 km
Between 500 and 1000 km
Between 200 and 499 km
Under 200 km
In
Total 7 countries (1696)
?
?
?
?
?
?
?
?
?
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
33
Distance to location per type of mean of
transport used
Q24/Q21
In
Basis those who intend to go away for summer
holidays
Under 200km
Between 200 and 499 km
Between 500 and 1000 km
More than 1000 km
OTHER
CAR
TRAIN
AIRCRAFT
TOTAL
(482)
(78)
(1696)
(998)
(96)
/- Significative higher/lower difference at
95 compared to total
34
Means of transports used to go to holiday location
Q21/Q22
Basis those who intend to go away for summer
holidays
Your own car
A friends/ familys car/ a hire car
Train
Aircraft
Other means of locomotion
In
Total 7 countries (1696)
54
5
6
28
5
(216)
64
7
7
18 -
2 -
(251)
61
6
9
16 -
5
(261)
59
5
6
22 -
5
(246)
53
4
6
32
4
(232)
56
3
2 - ?
34
4
(251)
54
2 -
5
30
6
(239)
32 -
6
3 -
48
6
Reasons depending on transports used (Total 7
countries)
In
(920)
(78)
(96)
(482)
(78)
It gives me greater freedom
It is more restful/ More comfortable
?
?
It is faster
It is the only solution
It is cheaper
?
Others
DK
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
35
Means of transports used to go to holiday
location -Profile-
Q21
Basis those who intend to go away for summer
holidays
In
Your own car
A friends/ familys car/a hire car
Train
Aircraft
Male (830)
Total (1696)
Female (866)
Foreign country (862)
Own country (875)
With family (970)
Without family (1076)
More than 35 y/o (1184)
Under 35 y/o (509)
Not intend to go away (63)
TOTAL
SEX
AGE
HOLIDAY PLAN
HOLIDAY PARTNER
/- Significative higher/lower difference at
95 compared to total
36
2. International context and holidays departure
intention

• Q1. In the next few months, do you think that the
  economic situation of your country is going to
  READ LIST- ONE ANSWER ONLY.
• Q25. Did the terrorist threats and acts which
  have occurred on the railways change the choice
  of your means of transport to your vacation
  destination? ONE ANSWER ONLY.
• Q26. Following the airline crash of an Egyptian
  charter company last January, what is your
  attitude towards charter companies? READ ONE
  ANSWER ONLY.
• Q27. Considering the international context, this
  year READ ONE ANSWER ONLY.

37
Global opinion about the domestic economic
situation
Q1
Basis Total sample 2113 persons
In
Total 7 countries
38
Global opinion about the domestic economic
situation -Profile-
Q1
Basis total sample
In
Improve
Remain Stable
Deteriorate
Total (2113)
Male (1012)
Female (1101)
Own country (875)
Foreign country (862)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
TOTAL
SEX
AGE
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
39
Consequences of the international context on
holidays projects
Q27
Basis Total Sample
I will not go to a country that recently suffered
from sanitary problems
It has made no difference
I am very careful when choosing the airline
I avoid the most touristic areas, whatever the
countries
I will not go to a country which has recently
suffered an act of terrorism
In
Total 6 countries (1805)
4
19
36
8
32
16
37
5
9
26-
24
32
5
4-
34
21
24-
6
12
37
17
47
2-
6
28
17
36
3
8
36
20
41
2-
8
29
/- Significative higher/lower difference at 95
compared to total This question has not been
asked in Spain
40
Consequences of threats on transportation means
Q25/Q26
Basis Total Sample
Basis Those who are taking a plane to go to
their holiday location
Charter Companies
Railway
I book charter companies only if I have no other
choice
I always ask for the name of the company which
will charter my flight
It has made no difference
I no longer book charter companies
Have changed transport choice
of Yes answers
In
Total 7 countries (2113-482)
9
21
62
7
14
11
21
11
50
9 -
7
29
58
7
14
10
36
31-
22
30
5
34
61
-
23
16
12-
66
7
9 -
4
9
24
63
6 -
4
4-
11-
82
10 -
/- Significative higher/lower difference at
95 compared to total
41
Consequences of threats on transportation means
-Profile-
Q25/Q26
In
Basis those who intend to go away for summer
holidays (100)
Have changed transports choice
Railway
I no longer book charter companies
I book charter companies only if I have no other
choice
Charter Companies
I always ask for the name of the company which
will charter my flight
It has made no difference
Total (2113)
Male (1012)
Female (1101)
Own country (875)
Foreign country (862)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
Improve (334)
Remain stable (1003)
Deteriorate (632)
TOTAL
SEX
AGE
HOLIDAY PLAN
ECONOMIC PERCEPTION
/- Significative higher/lower difference at
95 compared to total
42
Airplane passengers precautions taken before
buying ticket
Q23
In
Basis Those who are taking a plane to go to
their holiday location
Check of (Total Yes)
The airline used
The model of the plane taken
The security of the airports visited
Total 7 countries (482)
43
3. Perception and attitudes towards holidays
Q2. For you, holidays are primarily? And
secondly? READ LIST 2 ANSWERS POSSIBLE. Q3. Do
you usually go on holiday ROTATION OF ITEMS
READ LIST SEVERAL ANSWERS POSSIBLE. Q6. Among
the following elements I am going to read to you,
which is the most important for you when choosing
a holiday destination? And which is second? READ
LIST TWO ANSWERS ONE ANSWER ONLY PER
COLUMN. Q7. Generally speaking, which of the
following statements best describes the way you
usually organise your holidays? ROTATION OF ITEMS
READ LIST SEVERAL ANSWERS POSSIBLE.
44
Holiday perception
Q2/Q6
Basis Total sample (100)
Association with holidays (1)
Choice criteria (1)
? Resting
? Visiting or discovering new sites
? Being together as a family
The most important
The 2nd most important
In
Total 7 countries (2113)
50
42 ?
61
Quality of the accommodation/cooking 32
Scenery 32
54 -
56
38
Cultural heritage of the area 36 ?
Scenery 33
69
43 -
53 ?
Quality of the accommodation/cooking38 ?
Scenery 32
53 -
40 -
34 -
Scenery 31 ?
Cleanliness of the beach/respect of the
environment 25 ?
75
50
43 ?
Quality of the accommodation/cooking 32 ?
Scenery 24
60
58 ?
34 -
Scenery 41
Cultural heritage of the area39 ?
Quality of the accommodation/cooking 38
55
51
51
The safety of the place 35
61
54
44
Quality of the accommodation/cooking 39
Cleanliness of the beach/respect of the
environment 30
(1) Total first second ?/? Significative
higher/lower evolution compared to last year /-
Significative higher/lower difference at 95
compared to total
45
Association linked with holidays
Q2
Basis Total sample (100)
Making new friends
Taking part in sporting activities
Being together as a family
Resting
Visiting or discovering new sites, different
cultures
Gardening, do it yourself, doing jobs
In
Total 7 countries (2113)
13
10
42 ?
61
50
10
11
17
38
54-
56
25 ?
14
3-
53 ?
69
43- ?
4-
17
5-
34-
53-
40-
4-
12
11
43 ?
75
50
8
10
9 ?
34-
60
58 ?
15
9-
19
51
55-
51
13
14
8
44
61
54
3-
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
46
Evolution of holiday associations(1st/2nd)
Q2
Resting
Visiting/ Discovering
Being together as a family
Making new friends
Taking part in sport activities
Gardening, DIY
2002
2003
2004
2002
2003
2004
2002
2003
2004
2002
2003
2004
2002
2003
2004
2002
2003
2004
In
TOTAL (1814-1813)
59
64 ?
61
59
51
50
35
37
42 ?
17
13
13
13
13
10
12
10
10
?
France (303-302)
54
58
54
53
59
56
40
40
38
14
11
11
15
14
17
21
18
25 ?
Spain (303-308)
62
71 ?
69
55
55
43 ?
42
36
53 ?
12
11
14
9
3 ?
3
10
7
4
Italy (303-301)
61
56
53
66
46 ?
40
25
34 ?
34
19
20
17
12
3 ?
5
8
4 ?
4
Germany (304-301)
NC
79
75
NC
53
50
NC
33
43 ?
NC
15
12
NC
13
11
NC
7
8
Belgium (300-301)
52
67 ?
60 ?
58
45 ?
58 ?
24
33 ?
34
17
12
10
18
22
9 ?
14
12
15
Austria (301-300)
70
56 ?
55 ?
45
50
51
45
45
51
14
9
9
19
21
19
4
16 ?
13
! Caution only 5 countries studied in 2002 and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year ? Lower than 0.5 First answer
mentioned
47
Choice criteria to select holidays destination
Q6
Basis Total sample (100)
(In first in second)
Cultural heritage of the area
Clean-liness of the beaches
Quality of accommodation/ cooking
Scenery
It suits my holiday budget
Same place for years
The safety of the place
In
Total 7 countries (2113)
27
20
26 ?
32
32
18
20 ?
36?
32?
32
24-
33
20
21 ?
31 ?
22 ?
25 ?
38?
32
20 ?
14-?
21-
22
25 ?
18-
31 ?
18
20 ?
11- ?
14- ?
21-
32 ?
24-
24?
12- ?
39?
18
22-
38
41
13
18 ?
23
15-
33
38
35
13
35?
25
27
30
39
28
12-
22
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
48
Evolution of choice criteria for holiday
destinations (1t/2nd)
Q2
Quality of the accommo-dation/of cooking
Cultural heritage of the area
Scenery
Cleanliness of the beaches/ respect of the
environment
The same place for years
It suits my holiday budget
The safety of the place
2003
2004
In
TOTAL (1782-1813)
23
27 ?
France (300-302)
28
36 ?
Spain (301-308)
17
31 ?
Italy (293-301)
23
21
Germany (297-301)
21
11 ?
Belgium (299-301)
25
39 ?
Austria (293-300)
21
23
! Caution only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year ? Lower than 0.5 First answer
mentioned
49
Choice criteria to select tour operator
Q5
Basis Total sample (100)
(In first in second)
Friends, family recommen-dation
Special offers
The type of holidays which are proposed
The assistance conditions
The tour operators reputation
In
Total 7 countries (2113)
26
14
29
47
37
50
53
29
20
30
41-
37
18-
9-
18-
30-
20-
15-
14
30
65
36
29
26
30
39-
50
32
8-
27
56
28-
33
15
33
46
35
29
9-
37
/- Significative higher/lower difference at
95 compared to total
50
Choice criteria to select tour operator
Q5
Basis Those who go outside their country for
their holidays (100)
(In first in second)
Friends, family recommen-dation
Special offers
The type of holidays which are proposed
The assistance conditions
The tour operators reputation
In
Total 7 countries (862)
31
15
33
50
41
45
67
28
22
31
59
51
7-
13
28
35-
21-
19-
15
32
60
38
32
25
34
44
52
35
6-
26-
60
26-
39
16
36
43
39
32
10
43
/- Significative higher/lower difference at
95 compared to total
51
Information sources before goingto holidays
Q4
Basis Total sample (100)
Advertising
Touristinformationcentre
Press
Travelguide orspecialisedmagazine
Advice from a travel agency salesperson
Friends, family recommendation
The Internet
Travel agency or operators brochure
Television
In
Total 7 countries (2113)
37
4
6
10
11
13
24
28
7
5
9
18
20
16
21
30
17-
6
5
6
5-
5-
12
22
10-
30-
3-
4
5
4-
8
26
29
21-
20-
5
4
9
10
14
15
40
26
43
11
4
9
5-
8
6-
21
31
51
5
4
1-
13
17
9-
29
36
48
7
4
3-
12
3-
8-
9-
40
48
8
/- Significative higher/lower difference at
95 compared to total
52
Habits in terms of holiday organisation
Q7
Basis Total sample (100)
In
(302)
31
33
52
23
?
?
(308)
28
6 -
40 -
27
(301)
31
17
40 -
15
20 -
10 -
52
28
(301)
?
?
?
(301)
32
18
51
9 -
(300)
31
28
52
11 -
(300)
30
19
46
8 -
Total 7 countries (2113)
?
?
?
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
53
Evolution of habits in terms of holiday
organisation
Q7
! Caution only 5 countries studied in 2002 and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year First answer mentioned
54
Habits in terms of holiday organisation -Profile-
Q7
Basis Total sample (100)
In
I always decide at the last minute
I organise myself around the children
I start to prepare the holiday a long way in
advance
It is always with the family
Total (2113)
Male (1012)
Female (1101)
With family (1154)
Without family (1340)
Foreign country (862)
Own country (875)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
TOTAL
SEX
AGE
HOLIDAY PARTNER
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
55
Habits on choice of dates of holidays
Q8
Basis Total sample (100)
In
(302)
32
36
14
33
29
7 -
(308)
15 -
37
4 -
12 -
22 -
17
(301)
13 -
33
10
21
23 -
14
26
28
13
29
19 -
9
(301)
(301)
28
20 -
15
21
22 -
15
(300)
25
28
16
32
51
17
(300)
27
18 -
6 -
11 -
39
7 -
Total 7 countries (2113)
/- Significative higher/lower difference at
95 compared to total
56
Holidays with family
Q3
Basis Total sample (100)
Without family
With family
Total
Total
Alone
As a couple alone
With friends
In a group
In
Total 7 countries (2113)
10
37
28
11
55
63
?
(302)
11
39
32
10
65
65
?
(308)
6 -
26 -
19 -
6 -
56
51-
(301)
5 -
27 -
22 -
5 -
49
54-
?
?
(301)
11
33
18 -
5 -
44 -
60
?
?
?
(301)
9
37
26
7 -
50
66
?
?
(300)
22
61
55
35
67
89
(300)
6 -
36
21 -
6 -
52
60
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
57
Evolution of holidays with family
Q3
Basis Total sample (100)
?/? Significative higher/lower evolution
compared to last year First answer mentioned
58
Holiday partner-Profile-
Q3
Basis Total sample (100)
In
Total (2113)
Male (1012)
Female (1101)
Own country (875)
Foreign country (862)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
TOTAL
SEX
AGE
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
59
4. Difficulties that may arise during the
holidays and solutions envisaged in event of
problems
Q9. When choosing your travel, to which level do
you pay attention to the name of the assistance
company which will help you should a difficulty
arise during our holidays? READ LIST ONE ANSWER
ONLY. Q10. Which among the list of incidents I
am going to read to you is the worst you have
yourself experienced at first hand? ROTATION OF
ITEMS READ LIST ONLY ONE ANSWER. Q11. Among
the holidays experience I am going to read to
you, which one is the best you have experienced
at first hand? ROTATION OF ITEMS READ LIST
ONE ANSWER ONLY. Q12. Which solution would best
meet your expectations should a difficulty arise
during your holidays? READ LIST ONE ANSWER ONLY.
60
Habits in choice of the name of the assistance
company during holidays
Q9
Basis Total sample (100)
In
Total attention
(302)
22-
23
27
28
(308)
36
18-
9-
21-
(301)
29
11-
7-
44
(301)
34
38
17
11-
(301)
16
28
19
33
34
27
9-
21-
(300)
(300)
24
21
19
27
Total 7 countries (2113)
52
/- Significative higher/lower difference at
95 compared to total
61
Habits on choice of the name of the assistance
comapany during holidays -Profile-
Q9
Basis Total sample (100)
In
I really pay attention
I pay a little attention
I pay very little attention
I do not pay any attention
Total (2113)
Male (1012)
Female (1101)
Foreign country (862)
Own country (875)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
TOTAL
SEX
AGE
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
62
Preferred solution in case of difficulties
Q12
Basis Total sample (100)
A solution providing a refund that would deal
with unexpected expenses
A solution providing assistance that would be
immediate and operational
In
Total 7 countries (2113)
23
69
France (302)
28
71
Spain (308)
10-
76
Italy (301)
22
65
Germany (301)
28
65
Belgium (301)
31
65
Austria (300)
22
70
U.K (300)
20
72
! Caution only 5 countries studied in 2002 and
only 6 countries studied in 2003 ?/?
Significative higher/lower evolution compared to
last year First answer mentioned
63
Preferred solution in case of difficulties
-Profile-
Q12
Basis Total sample (100)
In
A solution that providing a refund that would
deal with unexpected expenses
A solution providing assistance that would be
immediate and operational
Total (2113)
Male (1012)
Female (1101)
Foreign country (862)
Own country (875)
More than 35 y/o (1497)
Under 35 y/o (613)
Not intend to go away (238)
TOTAL
SEX
AGE
HOLIDAY PLAN
/- Significative higher/lower difference at
95 compared to total
64
Best holiday experiences-At least one-
Q11
In
Basis Total sample (100)
Total 7 countries (2113)
France (302)
Spain (308)
Italy (301)
Germany (301)
Belgium (301)
Austria (300)
UK (300)
/- Significative higher/lower difference at
95 compared to total
65
Best holiday experiences -Details-
Q11
Basis Those who have had at least one good
experience (100)
I have discovered a new sport
I have met my future partner
I have discovered a wonderful restaurant
I have met people who share my passion
I have enjoyed the calm and the peace of the place
I have met extraordinary people
I have discovered an outstanding location
In
Total 7 countries (1950)
2
3
4
9
33
16
34
2
5
1-
6-
28
16
42
1
3
7
15
28
22
21-
1
2
2-
9
25-
15
47
2
3
2-
10
39
11-
32
4
3
6
8
24-
13
41
3
2
4
8
43
17
24-
2
1-
5
5-
41
18
25-
/- Significative higher/lower difference at
95 compared to total
66
Worst holiday experiences-At least one-
Q10
In
Basis Total sample (100)
Total 7 countries (2113)
France (302)
Spain (308)
Italy (301)
Germany (301)
-?
-?

?
-?
-
?
?
Belgium (301)
Austria (300)
UK (300)
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
67
Worst holiday experiences -Details-
Q10
Basis Those who have had at least one bad
experience (100)
An unexpected incident engendered considerable
expense
I had a row with the friends or family I went on
holiday with
My luggage was lost
A car breakdown or accident immobilised me
A transport strike delayed my departure/my return
Illness/injury prevented me from leaving or from
participating in the activities planned
My accommodation or services on the spot did not
conform with what I expected
Terrible weather
In
Total 7 countries (1302)
4
5
10 ?
12
10 ?
14
19
27 ?
4
5
6-
16
13 ?
15
13-
28 ?
5
2-
13
16
6-
12
19
26
3
5 ?
12
6-
14
2-
25
34
4
7
7
7-
10 ?
18
23
25
4
6
13
15
9
10
17
27
5
3
11
10
6-
24
18
23
7
3
10
8
17
15
21
17-
?/? Significative higher/lower evolution
compared to last year /- Significative
higher/lower difference at 95 compared to total
68
III. Typology
69
Methodology.

• The typology analysis identifies groups of
  individuals that have attitudes which are the
  closest among them in the same group and the most
  different from one group to another.
• Therefore in order to best characterize these
  different typologies, results voluntarily present
  elements which differentiate the typologies from
  one another. Their description is therefore
  caricatured compared to the reality.
• A canonical typology was established with 1814
  respondents, all 6 countries mixed. This
  typology puts into relation general attitudes
  with regards to holiday and solutions envisaged
  in event of holiday problems.
• Explicative variables
• Q3, Q4, Q7, Q8 general attitudes and usages
  with regards to holiday
• Variables to be explained
• Q5, Q9, Q12 importance of the assistance
  company when choosing holidays
• This research identified 6 different types of
  typologies
• 18 type 1
• 17 type 2
• 18 type 3
• 17 type 4
• 13 type 5
• 18 type 6

70
Typology
Assistance importance
TYPE 5 13 The Home-Based Holiday Gardening,
DIY Organisation around the children Pessimistic
regarding the future economic situation Pay
attention to the assistance company/tour
operator 65 intent to go away
TYPE 6 18 The active seniors Independent Curio
us Demanding high quality standard Pay attention
to the assistance company/tour operator Discoverin
g and being active 77 intent to go away
TYPE 3 18 The Modern, dynamic
families Organisation around the family (children
partner) Discovering and being active Very
implicated in information Pay attention to the
assistance company/tour operator 83 intent to go
away
Inactive during holidays
Active during holidays
TYPE 1-18 The young planners Long
preparation Inform themselves thoroughly Very
demanding and expect a lot Discovering and
Visiting Making new friends Quality of
accommodation 81 intent to go away
TYPE 4 -17 The Traditionalists Holiday in same
place, on same date With the family Holiday
Resting No interest in discovering 84 intent to
go away
TYPE 2 17 The Non-committed Budget restriction
is important Always with the family Dont inform
themselves Dont expect anything special No
preparation 73 intent to go away
Assistance less important
71
Type 1- The Young Planners

• General Profile
• Characterizes 18 of the respondents
• More to be in Belgium (26) vs 14 in Total
  Sample
• Tend to be aged between 1849 y/o, especially
  18-24 y/o
• The young planners take their holidays more
  seriously than the other group types
• They prepare their holidays a long way in advance
• They inform themselves thoroughly
• Still, the choice of the assurance company is not
  very important to them.
• The Planners are very demanding and expect a lot
  from their holidays in terms of new experiences
  as well as quality.
• They want to enjoy them as much as possible,
  being curious to discover new places and making
  new friends.
• Further on, they travel more outside their
  country (in Europe or further) than the other
  groups.
• Even if they might travel as a couple with their
  children, they are not willing to organise their
  holidays around the children.

72
Type II The Non-Committed

• General Profile
• Represents 17 of all respondents
• Largely more Italian (30) and Spanish (27)
  people
• More likely to be over 50 years old
• A large group of them is already retired
• The Non-Committed do not expect anything special
  from their holidays, so
• they dont inform themselves beforehand, nor
  neither in a travel agency, nor in travel guides,
• they dont spend time organising their holidays
  in advance, because they always travel with their
  family and so find nothing special to organise.
• The most important criteria in organising their
  holidays is the respect of their budget
  restriction.
• The Non-Committed mainly travel always at the
  same dates and by a large majority in their own
  country.
• During holiday, they might take part in
  activities, but they dont plan doing so before.
• They do not pay attention to the name of the
  assistance company that could help them in case
  of emergency on their holidays spot.

73
Type III The Modern and dynamic families

• General Profile
• Representing 18 of the respondents
• Can mainly be found in Austria (28)
• More likely to be aged between 35-49 y/o (42 vs
  29 in Total Sample)
• Tend to belong to the professional class of
  Middle MG and Supervisors
• The modern families arrange their holidays as a
  true family
• They tend to travel as a family and want to be
  together as a family during holidays,
• Holidays are organised around the children and
  their holiday dates,
• The partners holiday dates are taken in
  consideration.
• The modern families participate equally in
  various holiday activities and like to discover
  new sites and cultures.
• They do inform themselves before their vacations,
  especially via Internet.
• Further on, the travelling families pay quite a
  lot of attention to the assistance company and
  their conditions of assistance.

74
Type IV The Traditionalists

• General Profile
• Characterises 17 of the respondents
• More to be found in Spain (21) and France (19)
• Mainly to be women (53)
• Most of them are aged between 35-49 y/o
• Tend to belong to the professional classes of
  employees and manual workers
• They stick to their habits and travel often to
  the same place at the same date.
• When they decide to go on holiday, the
  traditionalists do it together with their family
  and want to enjoy the holidays as a family, even
  though there are often single parents.
• As for the Non-Committed, their budget
  restriction is an important criteria for the
  Traditionalists in the choice of their holidays.
• Their main activity in holidays consists in
  resting.
• Holidays represent for them time to rest and they
  are not very keen on making new experiences.
• Going often to the same places, they are not
  interested in the assistance conditions.

75
V The Home-Based

• General Profile
• Corresponds to 13 of all respondents
• More in France (26)
• Mainly manual workers
• The Home-Based dont travel as frequently as the
  other types
• 35 dont intent to travel during holidays
• If they travel, they stay mainly in their own
  country
• Being on holiday represents for the Home-Based a
  possibility to do their gardening and do it
  yourself jobs.
• When they do travel, they organise themselves and
  their holidays around children.
• The Home-Based pay a lot of attention to the
  assistance company chosen and its assistance
  conditions.
• They have generally quite a pessimistic attitude
  towards the economic situation.
• The budget is a key criteria when choosing their
  holidays and they try to dedicate the few money
  as possible for holidays.

76
VI The Active Seniors

• General Profile
• Characterises 18 of the respondents
• More present in Austria and the UK
• More likely to be men
• Tend to be over 65 years old (33 vs 19 in Total
  Sample) and retired
• Mostly retired and not having to consider
  childrens/ partners holidays or their own
  employer, the Active Seniors can travel very
  independently.
• Holidays have two main objectives for them
• Visiting new places, sceneries and getting to
  know another culture,
• Making new friends.
• They mainly choose to travel alone, as a couple
  or with friends and do not continue travelling
  with their family.
• The Active Seniors are very demanding as well,
  and they pay a lot of attention on
• The reputation of the tour operator,
• The assistance company and its conditions.