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Flash Eurobarometer 414

PREFERENCES OF EUROPEANS TOWARDS


TOURISM

DESK RESEARCH

Fieldwork: January 2015


Publication: May 2015

This survey has been requested by the European Commission, Directorate-General for Internal
Market, Industry, Entrepreneurship and SMEs and co-ordinated by Directorate-General for
Communication.
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.

Flash Eurobarometer 414 - TNS Political & Social

FLASH EUROBAROMETER XXX

Title

Flash Eurobarometer 414

Preferences of Europeans towards tourism


Desk research

Conducted by TNS Political & Social at the request of the


European Commission, Directorate-General for Internal Market,
Industry, Entrepreneurship and SMEs

Survey co-ordinated by the European Commission,


Directorate-General for Communication
(DG COMM Strategy, Corporate Communication Actions and
Eurobarometer Unit)

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TABLE OF CONTENTS

INTRODUCTION..............................................................................................................................3
PARTA.LONGITUDINALANALYSES:LONGTRENDS.........................................................................5
I.

RESEARCHINGANDORGANISINGAHOLIDAY..........................................................................5

REASONSFORRETURNINGTOTHESAMEPLACEFORAHOLIDAY.............................................................5
MOSTUSEDSOURCESOFINFORMATIONFORPLANNINGAHOLIDAY........................................................7
METHODSUSEDTOORGANISEAHOLIDAY........................................................................................18
II. THEHOLIDAYEXPERIENCE.....................................................................................................25
PROPORTIONOFRESPONDENTSWHOTRAVELLEDINTHEPASTYEAR.......................................................25
DESTINATIONSOFHOLIDAYSTAKENINTHEPASTYEAR........................................................................27
TYPESOFHOLIDAYTAKENINTHEPASTYEAR(PACKAGEVS.SEPARATEPRODUCTS).....................................29
TYPESOFHOLIDAYACCOMMODATIONCHOSENINTHEPASTYEAR.........................................................33
SATISFACTIONWITHTHEMAINHOLIDAYTAKENINTHEPASTYEAR.........................................................35
III.

HOLIDAYPLANSFORTHECOMINGYEAR............................................................................44

DURATIONOFHOLIDAYSPLANNEDFORTHENEXTYEAR.......................................................................44
DESTINATIONSOFHOLIDAYSPLANNEDFORTHENEXTYEAR..................................................................48
PARTB.ADDITIONALANALYSISONSPECIFICELEMENTS................................................................50
I.

IMPACTOFTHECURRENTECONOMICSITUATIONONHOLIDAYPLANSFOR2015..................50

IMPACTOFTHEECONOMICSITUATIONBYCOUNTRYOFRESIDENCE........................................................50
RELATIONSHIPBETWEENHOLIDAYPLANSANDHOLIDAYSTAKENIN2014................................................54
II. FOCUSONtheSATISFACTIONWITHTHEMAINHOLIDAYTAKENIN2014...............................56
SATISFACTIONWITHMAINHOLIDAYS,INRELATIONTOCOUNTRYOFRESIDENCE........................................56
SATISFACTIONWITHMAINHOLIDAYS,INRELATIONTOCOUNTRYOFDESTINATION....................................64
SATISFACTIONWITHMAINHOLIDAYS,INRELATIONTOMAINREASONSFORGOINGONHOLIDAY...................71
SATISFACTIONWITHMAINHOLIDAYS,INRELATIONTOTYPEOFHOLIDAY.................................................74
III.

INFORMATIONSOURCESANDWAYSTOORGANISEHOLIDAYS...........................................77

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IV.

Preferences of Europeans towards tourism

FOCUSONTHEHOLIDAYHABITSOFTHERETIREDPEOPLE..................................................79

PROFILEOFRETIREDPEOPLE.........................................................................................................79
RESEARCHINGANDORGANISINGAHOLIDAYIN2014.........................................................................79
THEHOLIDAYEXPERIENCEIN2014.................................................................................................80
OBSTACLESTOGOINGONHOLIDAYIN2014.....................................................................................82
HOLIDAYPLANSFOR2015...........................................................................................................82
V. FOCUSONTHOSEWHOTRAVELFORBUSINESSONLY............................................................83
PROFILEOFPEOPLEWHOTRAVELFORBUSINESSONLY........................................................................83
SOURCESOFINFORMATIONWHENMAKINGTRAVELPLANS..................................................................83
THETRAVELEXPERIENCEIN2014...................................................................................................83
OBSTACLESTOGOINGONHOLIDAYIN2014.....................................................................................84
HOLIDAYPLANSFOR2015...........................................................................................................84

ANNEXES
Technical specifications

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INTRODUCTION
This Flash Eurobarometer was carried out at the request of the European Commissions
Directorate-General for Enterprise and Industry by the TNS Political & Social network in the 28
Member States of the European Union, and in Turkey, the Former Yugoslav Republic of
Macedonia, Iceland, Montenegro and Moldova, between 22 and 28 January 2015.
In this document, an extra analysis has been carried out as a complement to the main report.
In the main report, results were presented and analysed firstly at EU level, and then by
Member State and socio-demographic breakdowns. In this extra analysis, we focused on
several additional analyses:

A longitudinal analysis of questions which have been asked several times since the
initial 2009 wave

The impact of the economic situation on holiday plans for 2015

A focus on the satisfaction with the main holiday taken in 2014

The most important sources respondents use to get informed and to organise their
travel plans

A focus on the holiday habits of the retired people, as well as of those who travel for
business only

Topline results will therefore not be covered as to not replicate data and analysis already
conducted in the full report.

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Note: In this report, countries are referred to by their official abbreviation. The abbreviations
used in this report correspond to:

ABBREVIATIONS
LT
LU
HU
MT
NL
AT
PL
PT
RO
SI
SK
FI
SE
UK

BE
BG
CZ
DK
DE
EE
EL
ES
FR
HR
IE
IT
CY
LV

Belgium
Bulgaria
Czech Republic
Denmark
Germany
Estonia
Greece
Spain
France
Croatia
Ireland
Italy
Republic of Cyprus*
Latvia

TR
MK
IS
ME
MD

Turkey
Former Yugoslav Republic of Macedonia**
Iceland
Montenegro
Moldova

EU28

Lithuania
Luxembourg
Hungary
Malta
The Netherlands
Austria
Poland
Portugal
Romania
Slovenia
Slovakia
Finland
Sweden
The United Kingdom
European Union 28 Member States

* Cyprus as a whole is one of the 28 European Union Member States. However, the acquis communautaire has been
suspended in the part of the country which is not controlled by the government of the Republic of Cyprus. For
practical reasons, only the interviews carried out in the part of the country controlled by the government of the
Republic of Cyprus are included in the CY category and in the EU28 average.
** Provisional abbreviation which in no way prejudges the definitive name of this country, which will be agreed once
the current negotiations at the United Nations have been completed.

We wish to thank all the people interviewed who took the time to participate in this survey.
Without their active participation, this survey would not have been possible.

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PART A. LONGITUDINAL ANALYSES: LONG TRENDS

The Directorate-General for Enterprise and Industry has been running a yearly Eurobarometer
survey on Tourism since 2009. Although the questionnaire has partially changed over the
years, some questions have been repeated in several waves.
This chapter examines long-term trends in Europeans holiday preferences, tracking responses
over the Eurobarometer surveys that have been conducted since February 2009.

I.

RESEARCHING AND ORGANISING A HOLIDAY


REASONS FOR RETURNING TO THE SAME PLACE FOR

A HOLIDAY

The reasons for going back to the same place for a holiday have generally remained consistent
over the last three years (between January 2012 and January 2015). In each of the last four
annual surveys, the natural features of the destination have been the most frequent
reason for returning to the same place.
Since January 2012 (FL334), there has been a steady increase in the proportion that say the
quality of activities or services is a reason for returning to a destination: from 17% in 2012
to 24% in 2015.
Otherwise, the proportions giving the various answers have remained similar over the last
three years.
[NOTE: between FL334 and FL370, additional items were added to the list of answer
possibilities, which may explain certain evolutions, e.g. natural features, cultural historical
attractions, accessible facilities, etc.]

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Base: Total number of respondents EU28

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MOST-USED SOURCES OF INFORMATION FOR PLANNING A HOLIDAY


The information sources that Europeans consider most important when making travel plans
have remained consistent over the last six years. In each survey since February 2009 (FL258),
recommendations from friends, relatives or colleagues have ranked as the most important
information source, followed by Internet websites (second), personal experience (third) and
travel agencies/tourism offices (fourth).
The proportion that say recommendations from friends, relatives or colleagues are most
important as an information source has remained very similar over time, ranging from 52% to
58% in the seven annual surveys since 2009. The proportion that answered personal
experience is one of the most important information sources has also remained very similar,
ranging from 29% to 34% over the six-year period.
There has been an increase in the proportion that say Internet websites are an important
source of information (from 38% in 2009 to 46% in 2015), and the same applies, though to a
less extent, to social media sites (from 5% in 2012 the first time this item was included,
to 8% in 2015).
By contrast, the proportion that answered free catalogues or brochures are important has
decreased slightly over time (from 14% in 2009 to 10% in 2015). Similarly, paid-for
guidebooks and magazines show a slight decrease, most visible in the one-year period
between 2011 (13%) and 2012 (7%).
[NOTE: this question has remained very stable over the years. The only major change took
place between FL328 and FL334, where the item The Internet (FL328) was split in two
separate items Internet websites and Social media sites (FL 334)]

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Base: Total number of respondents EU28

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There are variations by individual country in the information sources that are considered most
important. Looking first at the importance of recommendations from friends, colleagues
or family, the long-term trends for individual countries are as follows:

In some countries, there have been increases over time in the proportion that say
personal recommendations are important, most notably in Belgium (increasing from
41% in 2010 to 62% in 2015), as well as in Austria (increasing from 54% in 2009 to
61% in 2015). In France, the increase has taken place in the last year (55% in 2014,
increasing to 62% in 2015).

However, a number of countries show large decreases in the proportion mentioning


recommendations from friends, colleagues or relatives: Slovakia (-21 percentage points
since 2009), Slovenia (-19 pp), Cyprus (-15 pp), Greece (-14 pp), Lithuania (-13 pp),
Romania (-13 pp), Poland (-12 pp) and Ireland (-12 pp).

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Base: Total number of respondents all surveyed countries

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In most countries, there has been an increase in the proportion that say Internet websites
are a main source of information. The largest increases can be seen in the Czech Republic
(+27 pp between 2009 and 2015), Hungary (+24 pp), Estonia (+21 pp), Belgium (+19 pp)
and Bulgaria (+17 pp).
In a small number of countries, the proportions have remained stable over the six year period:
Denmark, Malta, Portugal, Romania and the Netherlands. The Former Yugoslav Republic of
Macedonia is unusual, in showing a decrease in the proportion valuing Internet websites as a
main information source (42% in 2011, 18% in 2015).

Base: Total number of respondents all surveyed countries

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At the EU level, there has been very little change since 2009 in the proportion that say
personal experience is a main source of information. However, this masks some large
changes at country level:

Large decreases between 2009 and 2015 can be seen in Lithuania (-18 pp), Portugal
(-17 pp), Latvia (-17 pp) and Bulgaria (-17 pp), as well as Turkey (which shows a
decrease of 28 pp since 2010).

There have been large increases over the same period in Austria (+17 pp), Belgium
(+15 pp), Luxembourg (+10 pp) and Finland (+10 pp), as well as in the Former
Yugoslav Republic of Macedonia (+18 pp since 2011).

Base: Total number of respondents all surveyed countries

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In most countries, there has been very little change in the proportion that say travel
agencies or tourism offices are one of the most important sources of information when
deciding about travel plans. Only Luxembourg shows a substantial increase since 2009
(+9 pp), whereas large decreases can be seen in a number of countries: Cyprus (-17 pp),
Spain (-15 pp), Malta (-14 pp), Slovakia (-11 pp) and Italy (-10 pp).

Base: Total number of respondents all surveyed countries

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Across the EU as a whole, there has been a slight decrease since 2009 in the proportion that
say free catalogues or brochures are one of the most important sources of information
when deciding about travel plans. Only Latvia shows a substantial increase since 2009 (+7 pp),
while the largest decreases can be seen in Denmark (-12 pp) and Slovakia (-11 pp).

Base: Total number of respondents all surveyed countries

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Most countries show a slight increase since 2012 in the proportion that say social media
sites are an important information source, in line with the overall picture at the EU level. The
largest increases can be found in Malta (+9 pp), Iceland (+9 pp) and the UK (+8 pp), while
only Cyprus (-6 pp) shows a decrease over this time period.

Base: Total number of respondents all surveyed countries

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Most countries show a decrease since 2009 in the proportion that say paid-for guidebooks
and magazines are an important information source, in line with the overall picture at the EU
level. The largest decreases can be observed in Greece (-16 pp), Cyprus (-15 pp), Malta
(-14 pp) and Hungary (-11 pp).

Base: Total number of respondents all surveyed countries

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In most countries, the proportion that say newspapers, radio and TV are one of the most
important information sources has remained stable between 2009 and 2015. The largest
increase over that time can be seen in Belgium (+7 pp), while the largest decreases can be
found in Malta (-11 pp), Cyprus (-8 pp) and Romania (-7 pp), as well as the Former Yugoslav
Republic of Macedonia (-12 pp since 2011).

Base: Total number of respondents all surveyed countries

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METHODS USED TO ORGANISE A HOLIDAY


The Internet is the most common method used to organise holidays, and the proportion who
have used the Internet in this way has increased in recent years. In both the 2012 and 2013
surveys, 53% of EU citizens said that they organised their holiday through the Internet; this
increased to 58% in 2014, and then to 66% in 2015.
There have been slight decreases in the proportions that organise holidays over the phone and
over the counter at a travel agency. Use of the phone was stable between 2012 and 2014
(18% or 19%), but then decreased in 2015 (15%); while organising holidays over the counter
at a travel agency fell from 23% in 2012 to 19% in 2015 (although the figure has gone up and
down over the three-year period).
The proportions that organise holidays using other methods have remained stable since 2012.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Between 2012 and 2015, every country showed an increase in the proportion that organised
their holiday through the Internet, with the exception of Malta, where the proportion was the
same in 2012 as in 2015. The largest increases over this time can be seen in Turkey (+25 pp),
the Czech Republic (+22 pp), Bulgaria (+21 pp), Belgium (+20 pp) and Slovakia (+20 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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At the EU level, the proportion of respondents who organised their holiday through someone
they know remained very stable between 2012 and 2015. However, there were some
changes at the country level:

The largest increases can be seen in Belgium (+11 pp between 2012 and 2015) and
Luxembourg (+10 pp).

The largest decreases can be found in Slovakia (-19 pp), Lithuania (-13 pp), Portugal
(-12 pp) and Estonia (-11 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Between 2012 and 2015, a number of countries showed large decreases in the proportion of
respondents who organised their holiday over the counter at a travel agency: Denmark
(-17 pp), Cyprus (-16 pp), the Czech Republic (-15 pp), Slovenia (-12 pp), the Netherlands
(-11 pp) and Finland (-11 pp). The largest increases can be seen in Hungary (+11 pp) and
Latvia (+9 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Malta shows a large increase in the proportion of respondents who organised their holiday
over the phone (+9 pp between 2012 and 2015), but otherwise, countries are more likely to
show decreases over this time period. The largest decreases can be seen in Croatia, Germany,
Latvia and Lithuania (all -9 pp between 2012 and 2015), while there were also large shorterterm decreases (since 2013) in Latvia (-16 pp) and Slovenia (-13 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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In most countries, there has been little change between 2012 and 2015 in the proportion of
respondents who organised their holiday on-site at the place they took their holiday. The
largest increases between 2012 and 2015 can be seen in Luxembourg (+18 pp) and Belgium
(+15 pp), while the largest decreases can be found in Portugal (-8 pp), Lithuania, Estonia and
Latvia (-6 pp respectively).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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In most countries, only a small proportion of respondents organise their holiday over the
counter of a transportation company, and this has remained the case over the three-year
period 2012 to 2015. However, this method is more common in a small number of countries,
some of whom show large increases between 2012 and 2015: Finland (+13 pp), Luxembourg
(+12 pp) and Latvia (+10 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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II.

Preferences of Europeans towards tourism

THE HOLIDAY EXPERIENCE


PROPORTION OF RESPONDENTS WHO TRAVELLED IN THE PAST YEAR

The proportion of EU citizens who travelled in the previous year, either for professional or
personal reasons, has been very consistent between 2009 and 2015. In 2015, 72% of
respondents have travelled in the previous 12 months, very similar to the figure in 2009
(71%). The lowest proportion recorded was 69% in February 2010 (FL291), while the highest
figure was 73% the following year (FL328).

Base: Total number of respondents EU28

Although the proportion of respondents that have travelled in the previous year has remained
consistent at the EU level, there have been changes for individual countries. There have been
increases between 2009 and 2015 in a number of countries, most notably Bulgaria (+15 pp),
Hungary (+13 pp), the Czech Republic (+12 pp) and Slovakia (+12 pp), as well as in Turkey
(+13 pp between 2010 and 2015). By contrast, there have been decreases in the proportion
of travellers in Greece (-15 pp between 2009 and 2015, with a lowest figure of 63% in 2012
and 2013) and Lithuania (-9 pp between 2009 and 2015, with a lowest figure of 54% in 2013).
In most other countries, the proportions have remained stable, although some countries show
changes in individual years: France (which had a low figure, 64%, in 2014), Cyprus
(unchanged across the whole period from 2009 to 2015, but with lower figures in 2011 and
2014) and Italy (with a low figure, 58%, in 2010).

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Base: Total number of respondents all surveyed countries

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DESTINATIONS OF HOLIDAYS TAKEN IN THE PAST YEAR


The proportion of EU citizens who take their main holiday in their own country has fallen over
the last two years. In January 2013, 47% of respondents said their main holiday for the
previous year was in their own country; this fell to 42% in January 2014, and to 40% in
January 2015.
Over the same time period, an increasing proportion of EU citizens have taken their main
holiday in an EU country or outside the EU. In January 2013, 33% said their main holiday was
in an EU country and 17% said it was outside the EU. These proportions have increased to
39% and 21% respectively in January 2015.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

In most countries, there has been a decrease between 2013 and 2015 in the proportion of EU
citizens who take their main holiday in their own country. The largest decreases can be seen
in the following countries:

Latvia: -24 pp between 2013 and 2015, partly balanced by an increase in holidays in
other EU countries (+16 pp);

Hungary: -15 pp, partly balanced by an increase in holidays in other EU countries (+18
pp);

Estonia: -14 pp, partly balanced by an increase in main holidays outside the EU (+17
pp);

Iceland: -14 points, partly balanced by an increase in main holidays in EU countries


(+11 pp);

The Former Yugoslav Republic of Macedonia: -13 points, partly balanced by an increase
in main holidays outside the EU (+9 pp);

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Slovakia: -13 points, partly balanced by a large increase in the proportion taking their
main holiday in another EU country (+18 pp).

In three countries, there has been an increase in the proportion of respondents taking their
main holiday at home: Croatia (67% in 2013, 76% in 2014 and 75% in 2015), Malta (13% in
2013, 9% in 2014, 17% in 2015) and Turkey (77% in 2013, 83% in 2014 and 81% in 2015).
There are also several countries where the proportions have remained very similar over the
two-year period: Portugal, France, Sweden, Luxembourg and Belgium.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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TYPES OF HOLIDAY TAKEN IN THE PAST YEAR (PACKAGE VS. SEPARATE PRODUCTS)
Since 2012, EU citizens have increasingly taken all-inclusive or package holidays. The
proportion that took all-inclusive holidays in the previous 12 months increased slightly from
27% in 2012 to 30% in 2015 (although the figure in 2013 was the lowest: 26%). There was a
much larger increase for other types of package travel, with a large rise between 2012 and
2013 (+10 pp), followed by a smaller increase between 2013 and 2014 (+3 pp).
Correspondingly, the proportion of respondents using tourism services purchased separately
has decreased since 2012, with a large drop between 2012 and 2013 (-13 pp), followed by a
slight increase between 2013 and 2014 (+5 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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In several countries, there has been a large decrease in the proportion that purchase tourism
services separately. Between 2012 and 2015, the largest decreases can be seen in Slovenia
(-27 pp), Iceland (-27 pp), Lithuania (-23 pp), Greece (-23 pp), Italy (-21 pp), Croatia
(-20 pp) and the Former Yugoslav Republic of Macedonia (-20 pp). In each case, the change
resulted mainly from a large decrease between 2012 and 2013.
Only a small number of countries show increases in the use of this type of holiday, with the
largest increases in Cyprus (+11 pp) and Poland (+10 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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In the EU as a whole, there has been a large increase in the use of other types of package
travel (excluding all-inclusive holidays) since 2012. The largest increases can be found in
the following countries: France (+36 pp), the Czech Republic (+30 pp), the Former Yugoslav
Republic of Macedonia (+27 pp), Bulgaria (+26 pp), Malta (+25 pp), Slovakia (+23 pp),
Turkey (+22 pp), Hungary (+21 pp), Portugal (+21 pp) and Belgium (+20pp).
Only two countries show marginal decreases in the use of package travel (other than allinclusive holidays): Sweden (-2 pp since 2012) and Finland (-1 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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In most countries, the proportion taking all-inclusive holidays has either increased slightly
or stayed about the same since 2012. However, in some countries, there have been large
increases: Slovakia (+16 pp), Slovenia (+16 pp), Lithuania (+15 pp), Bulgaria (+15 pp) and
Turkey (+14 pp). The proportion going on all-inclusive holidays has decreased since 2012 in
Cyprus and Malta (both 13 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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TYPES OF HOLIDAY ACCOMMODATION CHOSEN IN THE PAST YEAR


There have been no major changes in the use of different types of accommodation over the
last four surveys. In each year between 2012 and 2015, paid accommodation was the most
common type, followed by staying with friends or relatives (second) and respondents own
property/second home (third).
Looking at the different types of accommodation in more detail:

The proportion staying in paid accommodation increased between 2012 and 2013
(+9 pp), but has then fallen between 2013 and 2015 (-14 pp).

A similar pattern applies to staying with friends or relatives: an increase between 2012
and 2013 (+12 pp), followed by a decrease between 2013 and 2015 (-13 pp).

The proportions using the other types of accommodation have remained broadly
consistent over time: own property/second home, camping sites, and other types of
accommodation.

No clear pattern can be observed in the country level results.

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(Those who travelled for a minimum of one night in 2014)

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SATISFACTION WITH THE MAIN HOLIDAY TAKEN IN THE PAST YEAR


EU citizens are generally satisfied with most aspects of their holiday, and this has been the
case throughout the course of the four most recent annual surveys (between 2012 and 2015).
There has been virtually no change in satisfaction levels, in relation to the quality of
accommodation (between 92% and 95% satisfied in the four surveys) and natural features
(between 94% and 96%). Satisfaction has also been high for the safety of accommodation,
which was only included in the 2014 and 2015 surveys (95% satisfied in each case).
Satisfaction levels have also remained stable in relation to how tourists are welcomed
(between 85% and 87% satisfied from 2012 to 2015) and accessible facilities for people
with special needs (between 47% and 50% across the last three surveys).
Satisfaction has increased on two measures:

The quality of activities or services available: the proportion of satisfied


respondents increased from 79% in 2012 to 89% in 2015. The proportion dissatisfied
has remained at a similar level (there has been a fall in the level of dont know
answers, from 14% in 2012 to 5% in 2015).

The general level of prices: the proportion satisfied increased from 82% in 2012 to
87% in 2015, while dissatisfaction conversely decreased over the same time period
(from 13% to 9%).

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(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Among respondents in most countries, satisfaction with the safety of accommodation has
stayed at a very high level in both the 2014 and 2015 surveys. Just eight countries show a
decrease in satisfaction, and none of these is greater than 5 percentage points. The largest
increases in satisfaction can be observed in Lithuania (+7 pp), Greece (+7 pp) and Estonia
(+5 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Satisfaction with the quality of accommodation has been consistently high between 2012
and 2015; in most countries, there has been very little change in satisfaction levels.
However, there have been increases in satisfaction in some countries between 2012 and 2015:
Turkey (+14 pp), Bulgaria (+10 pp), Greece (+9 pp) and Estonia (+7 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Respondents express high levels of satisfaction with the natural features of their holiday
destination, and there has been very little change between 2012 and 2015, both at the EU
level and in most individual countries.
The largest increases in satisfaction can be seen in Poland (+7 pp), Estonia (+6 pp) and
Romania (+6 pp). Cyprus is the one country showing a decrease of more than 2 percentage
points (-6 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Across the EU, there has been an increase in satisfaction with the quality of activities or
services available, from 79% in 2012 to 89% in 2015.
Satisfaction levels have increased in every individual country over this time period (with the
exception of Montenegro, which was included in 2014 and 2015 only). The largest increases
can be seen in Hungary (+23 pp), Italy (+18 pp), Slovakia (+17 pp) and Bulgaria (+16 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Satisfaction with the way tourists are welcomed has been at a consistent level in the EU as
a whole between 2012 and 2015.
Satisfaction levels have also been stable in most individual countries. However, some
countries have seen increases in satisfaction, most notably Portugal (+11 percentage points)
and Italy (+10 pp). Decreases in satisfaction can be observed in Cyprus (-6 pp) and Belgium
(-5 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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There has been an increase in satisfaction with the general level of prices since 2012, both
at the EU level and in many individual countries. The largest increases can be seen in Turkey
(+19 pp), Bulgaria (+16 pp), Greece (+16 pp), Lithuania (+14 pp), Croatia (+14 pp), Estonia
(+13 pp) and Romania (+13 pp). Two countries stand out in showing a decrease in
satisfaction between 2012 and 2015: the Former Yugoslav Republic of Macedonia (-9 pp) and
Cyprus (-6 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Across the EU as a whole, around half of respondents are satisfied with accessible facilities
for people with special needs, and this proportion has been consistent over the last three
surveys (ranging from 47% to 50%). Many respondents do not give an opinion on this issue,
and this is the main reason for the lower satisfaction levels, compared with other measures.
The largest increases in satisfaction between 2013 and 2015 can be seen in Estonia (+16 pp),
Slovenia (+9 pp) and Bulgaria (+8 pp), while the largest decreases can be observed in Finland
(-9 pp), Poland (-9 pp), Slovakia (-9 pp), Portugal (-8 pp) and the Czech Republic (-7 pp).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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III.

Preferences of Europeans towards tourism

HOLIDAY PLANS FOR THE COMING YEAR


DURATION OF HOLIDAYS PLANNED FOR THE NEXT YEAR

Planned holiday durations have remained consistent over the last four surveys (January 2012
to January 2015). In each survey, respondents were most likely to say they were planning a
holiday lasting between 4 and 13 nights, the proportion ranging from 41% to 43%. There has
also been very little change in the proportion planning a longer holiday of more than 13 nights
(between 19% and 20%).
However, there has been a slight increase in the proportion planning a short-stay trip, from
27% in 2012 to 32% in 2015.
The proportion that say they have made no decisions yet or that they are not planning a trip
at all have remained similar over the last four surveys.

Base: Total number of respondents EU28

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In most countries, there has been very little change in the proportion planning a long holiday
(of more than 13 consecutive nights) between 2012 and 2015. The largest increases can
be seen in Belgium (+9 pp), Iceland (+9 pp) and Luxembourg (+6 pp). The two countries
showing a substantial decrease are Slovenia and Estonia (- 6 pp in both cases).

Base: Total number of respondents all surveyed countries

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The proportion of respondents planning a holiday of between 4 and 13 nights has


generally remained stable over the last four surveys, although there have been some large
changes in some countries. The largest increases can be seen in Luxembourg (+21 percentage
points) and Belgium (+12 pp), while large decreases can be observed in Slovenia (-12 pp) and
the Former Yugoslav Republic of Macedonia (-11 pp).

Base: Total number of respondents all surveyed countries

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At the EU level, there has been an increase since 2012 in the proportion of respondents
planning a short-stay trip (+5 pp), although there is some variation in the findings for
individual countries. There have been large increases since 2012 in Luxembourg (+29 pp),
Belgium (+21 pp), Austria (+13 pp) and Finland (+12 pp); the largest decreases can be seen
in Latvia (-9 pp), Lithuania (-9 pp) and Slovenia (-7 pp).

Base: Total number of respondents all surveyed countries

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DESTINATIONS OF HOLIDAYS PLANNED FOR THE NEXT YEAR


As seen earlier in the report, the proportion of EU citizens who take their main holiday in their
own country has fallen in recent years. At the same time, an increasing proportion of EU
citizens have taken their main holiday in an EU country or outside the EU.
These trends are not matched by the destinations of planned holidays. The proportion
planning to take their main holiday in their own country has actually increased slightly over
time, from 41% in 2009 to 43% in 2015. There has also been an increase in planned holidays
in the EU (from 22% in 2009 to 29% in 2015), but the proportion planning to travel outside
the EU for their main holiday has decreased (from 23% to 17%).

(Those who plan to take holidays during 2015)

At the EU level, the proportion of respondents planning to take their main holiday in their own
country has remained broadly similar between 2009 and 2015. However, there have been
some large changes in individual countries:

Large increases in the proportion planning to stay in their own country can be seen in
Romania (+23 pp), France (+12 pp), Ireland (+11 pp) and Latvia (+10 pp). In each of
these countries, there has also been an increase in planned holidays within the EU, but
a decrease in main holidays planned for outside the EU.

There have been large decreases in the proportion planning to stay in their own
country in Belgium (-17 pp), Estonia (-15 pp) and Italy (-10 pp). In each of these
countries, there has been an increase in the proportion planning their main holiday
somewhere in the EU.

Slovenia (+27 pp), Belgium (+23 pp) and Luxembourg (+19 pp) show the largest
increase in the proportion planning their main holiday in another country inside the EU,
alongside a decrease in planned holidays outside the EU.

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No countries show an increase (of more than one percentage point) in planned holidays
outside the EU.

(Those who plan to take holidays during 2015)

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PART B. ADDITIONAL ANALYSIS ON SPECIFIC ELEMENTS

I.

IMPACT OF THE CURRENT ECONOMIC SITUATION ON HOLIDAY PLANS


FOR 2015

This section examines whether the current economic situation has affected Europeans holiday
plans for 2015.
IMPACT OF THE ECONOMIC SITUATION BY COUNTRY OF RESIDENCE
Firstly, we examine the impact of the economic situation (Q13) among residents of different
countries.
There is a clear difference between Northern and Southern countries in the proportions that
say they have not changed their plans because of the current economic situation.
Specifically, respondents from Germany (76%) and Denmark (72%) were most likely to say
that their plans have not changed. By contrast, very few respondents in Greece (12%), the
Former Yugoslav Republic of Macedonia (16%) or Cyprus (18%) said that their plans have
remained unchanged.

Base: Total number of respondents all surveyed countries

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When focusing on respondents who said that they will still go on holiday in 2015, but that it is
likely that they will spend less, there is also a broad division between Northern and Southern
Europe, although the divide is less clear cut.
Respondents were most likely to say they will spend less on their holiday in Cyprus (45%) and
Greece (38%), followed by Ireland (31%), Italy (28%), France (27%) and Croatia (27%).
Respondents in Germany (6%) and Denmark (8%) were least likely to say they will spend less
on their holiday.

Base: Total number of respondents all surveyed countries

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Finally, major differences can also be observed in the proportions of respondents mentioning
they will not go on holiday at all in 2015 due to the current economic situation. The
proportions are by far the highest in Turkey (30%) and Greece (27%). In six countries, no
more than 5% of respondents say that the economic situation will stop them from going on
holiday in 2015: Austria (3%), Sweden (3%), Germany (4%), Luxembourg (4%), Iceland
(4%) and Denmark (5%).
Again, the map below shows a broad division between Northern and Southern countries.

Base: Total number of respondents all surveyed countries

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When combining these findings, a clear pattern appears, with four countries from Northern
Europe where holidays plans are least affected by the current economic situation: Germany,
Denmark, Austria and Sweden. Respondents in these countries were most likely to say that
their plans had not changed, and were among those least likely to say that they would spend
less or not go on holiday at all.
By contrast, respondents from Greece and Cyprus were much more likely to say the economic
situation has affected their plans.
Looking at the socio-demographic variations, men were more likely than women to say that
their holiday plans were unchanged (49% compared with 42%), with women more likely to
say that they will not go away at all (13% compared with 10% of men).
The overall proportions that said their plans had changed were consistent across the various
age groups. However, whereas older people were more likely to say that they will not go away
at all (14% of those aged 55 or over and 13% of those aged 40-54, falling to 6% of 15-24
year olds), they were less likely to say that they expect to spend less money (14% of
respondents aged 55 or over, compared with 20%-24% in the younger age groups) or to go
for a different length of time (5% of respondents aged 55 or over, compared with 8%-9% in
the younger age groups).
The variations by level of education are the most clearly defined. Respondents with a higher
level of education were less likely to say their plans had changed, and were less likely to say
they will not go on holiday at all. The proportion that said the economic situation did not
change their plans at all ranged from 51% among those who finished education at the age of
20 or over, to 43% among those ending education between the ages of 16 and 19, and 34%
among those who finished education by the age of 15.
These variations are also reflected (to a lesser extent) in terms of occupation. Unsurprisingly,
manual workers and those out of work were more likely than other respondents to say that
their plans had changed (40% and 41% respectively said their plans had not changed,
compared with 52% of employees and 49% of self-employed respondents). They were also
more likely to say that they did not plan to go on holiday at all in 2015, although figures were
consistent across occupational groups in terms of the proportion expecting to spend less on
their holidays.

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RELATIONSHIP BETWEEN HOLIDAY PLANS AND HOLIDAYS TAKEN IN 2014


The chart below compares the duration of holidays taken in 2014 with planned durations for
2015. This shows that the findings are very similar, with very little change between 2014
holidays and those planned for 2015. Specifically:

The proportions are the same for holidays lasting more than 13 nights (20% in each
case).

The proportion planning a holiday lasting 4-13 nights in 2015 is slightly higher than
the proportion who took a holiday of this length in 2014 (43% compared with 40%).

Respondents are slightly less likely to plan a short-stay trip in 2015 (32%), compared
with the proportion who took this type of holiday in 2014 (35%).

Base: Total number of respondents EU28

We also looked at the effect of the current economic situation on holiday plans, in relation to
the holidays that respondents took in 2014. This shows whether particular types of holiday are
more at risk of being affected by the economic situation.
Overall, 45% of EU citizens said that they had not changed their plans because of the current
economic situation. This was lower among respondents who had not been on holiday at all in
2014 (37%). Moreover, respondents who took longer holidays in 2014 were slightly more
likely to say that their plans had not been affected: 59% of those who went away for more
than 13 nights, compared with 51% of those who went on short-stay trips.
The proportion that said they would go on holiday in 2015, but would change their plans, was
also lower among respondents who had not been on holiday at all in 2014 (24%).

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Respondents who had been on shorter holidays in 2014 were slightly more likely to say this:
37% of those who went on short-stay trips, compared with 32% of those who went away for
more than 13 nights.
Across the survey as a whole, 15% of respondents said either that they were not going on
holiday in 2015, or that they never go on holiday. This was higher among those who had not
been on holiday in 2014 (28%), and slightly higher among those who had been on short-stay
trips in 2014 (7%), compared with those who had been on holidays lasting 4 nights or more
(4%).
Overall, this analysis shows that people who took shorter holidays in 2014 were slightly
more likely than those who took longer holidays to say that their plans had been affected by
the economic situation. However, there was a more substantial difference according to
whether respondents went away at all in 2014; those who had not been away at all were more
likely to say their plans had been affected.

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II.

Preferences of Europeans towards tourism

FOCUS ON THE SATISFACTION WITH THE MAIN HOLIDAY TAKEN IN


2014

This section looks at levels of satisfaction with respondents main holiday, based on the
following analysis:

Respondents country of residence;

The destination of the main holiday;

The main reasons for going on holiday;

Types of holiday (all-inclusive, other types of package holiday, or services purchased


separately).

The analysis focuses on the proportion of respondents who were very satisfied with different
aspects of their holiday. The proportions who are satisfied (very or fairly) are consistently
high; therefore a focus on very satisfied answers helps to identify differences between
respondents. Additionally, we also highlighted countries where the level of dissatisfaction was
highest.
SATISFACTION WITH MAIN HOLIDAYS, IN RELATION TO COUNTRY OF RESIDENCE
Firstly, we look at satisfaction levels according to respondents country of residence.
Respondents in most countries expressed high levels of satisfaction with the quality of the
accommodation. However, there were variations in the proportion that were very satisfied.
This was highest among respondents resident in the UK (76%), Slovenia (73%), Austria
(73%) and Malta (72%). Conversely, less than half of respondents were very satisfied in the
following countries: Cyprus (40%), Greece (40%), Turkey (40%), Portugal (46%), Spain
(46%) and Romania (46%).
Turkey stood out as an exception with one out of ten respondents expressing dissatisfaction
with this aspect: 6% were not very satisfied and 4% not at all satisfied with the quality of the
accommodation.

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(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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At the EU level, 66% of respondents were very satisfied with the safety of their
accommodation. Once again, there was considerable variation by country of residence: more
than three-quarters of respondents living in the following countries were very satisfied:
Slovenia (83%), the Former Yugoslav Republic of Macedonia (82%), the UK (79%), Austria
(79%), Malta (78%), Ireland (78%), Montenegro (77%), Croatia (76%) and Iceland (76%).
Overall, the lower ratings tend to be concentrated among people resident in Southern Europe,
with less than half of respondents feeling very satisfied in Cyprus (44%), Greece (45%),
Portugal (49%), Spain (49%) and Turkey (49%). Turkey was again the only country in which
residents expressed a significant level of dissatisfaction with this aspect: 6% were not very
satisfied and 5% not at all satisfied with the safety of their accommodation.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Respondents were most likely to be very satisfied with the natural features of their main
holiday destination if they were resident in Ireland (80%), Estonia (79%), the Former
Yugoslav Republic of Macedonia (79%), Germany (78%), Montenegro (77%) or Denmark
(77%).
Once again, respondents living in Southern countries were less likely to be very satisfied, with
the lowest figures observed among people living in Turkey (45%), Cyprus (52%), Romania
(57%) and Portugal (58%). Respondents in Turkey were the most likely to express
dissatisfaction with the natural features of their main holiday destination: 9% not very
satisfied and 6% not at all satisfied.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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People resident in the UK (55%) and the Netherlands (50%) were most likely to be very
satisfied with the general level of prices on their main holiday, followed by those living in
Denmark (48%), Ireland (48%) and Estonia (47%).
Conversely, less than a quarter of respondents were very satisfied with the general level of
prices in Latvia (19%), Greece (20%), Portugal (20%), Poland (22%) and Romania (24%).
The highest levels of dissatisfaction with the general level of prices were found among
respondents resident in Turkey (23% total not satisfied), Moldova (23%), Greece (20%), the
Former Yugoslav Republic of Macedonia (19%), Montenegro (19%) and Iceland (17%).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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Respondents resident in the Former Yugoslav Republic of Macedonia (73%), Austria (67%)
and Malta (66%) were very satisfied with the way tourists were welcomed during their
main holiday. The proportions were also high among people living in the UK (63%), Denmark
(62%), Hungary (61%), Slovenia (61%) and Germany (60%).
At the other end, the lowest proportions can be seen among people resident in Turkey (22%),
Greece (28%), Romania (32%) and Spain (35%). Respondents expressing the highest levels
of dissatisfaction with the way tourist were welcomed during their main holiday can be found
in the following countries: Turkey (21% total not satisfied), Croatia (13%), Bulgaria (12%)
and Romania (12%).

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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There was considerable variation by country in the proportion that were very satisfied with the
quality of activities or services available on their main holiday.
Respondents resident in Ireland (71%), Malta (70%) and the UK (66%) were most likely to be
very satisfied, while the proportions were lowest among people resident in Turkey (27%),
Greece (28%), Portugal (29%), Romania (30%) and Cyprus (31%). The highest proportion of
dissatisfied respondents can be observed in Turkey (23% total not satisfied), Greece (13%),
Croatia (12%), Romania (12%) and Latvia (11%).

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The proportion of respondents that were very satisfied with accessible facilities for people
with special needs was much higher in Slovenia (45%) than in other countries. The lowest
proportions can be seen among people resident in Greece (12%), Sweden (12%), Bulgaria
(13%), Latvia (14%) and Croatia (14%). At least two out of ten respondents in Turkey (29%
total not satisfied), Greece (27%), Croatia (22%) and Montenegro (21%) expressed their
dissatisfaction with this aspect during their main holiday in 2014.

(Those who went on a personal travel for a minimum of four consecutive nights during 2014)

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SATISFACTION WITH MAIN HOLIDAYS, IN RELATION TO COUNTRY OF DESTINATION


The analysis now moves on to look at satisfaction levels according to the country of
destination of respondents main holidays in 2014. For validity purposes, the commentary
includes only destinations visited by at least n=100 respondents1.
For most destinations, more than half of respondents were very satisfied with the quality of
the accommodation.

Looking first at European countries, the highest proportions were

among visitors to Austria (74%), the UK (69%), Germany (67%), Denmark (67%) and the
Netherlands (66%). High ratings were also recorded among people taking their main holiday
in the USA or Canada (73%), North Africa or the Middle East (67%) and the Caribbean,
Central or South America (67%).
Respondents were least likely to be very satisfied with the quality of the accommodation if
their main holiday was in Bulgaria (42%), Poland (50%), Romania (51%) or Hungary (52%).

This means that the following European destinations are excluded from the analysis: Belgium, Cyprus, Estonia,
Finland, Ireland, Lithuania, Luxembourg, Latvia, Malta, Slovenia and Slovakia.

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Respondents were most likely to be very satisfied with the safety of their accommodation if
their main holiday was in the USA or Canada (80%), Austria (79%) or the UK (76%).
At least half of respondents were very satisfied with the safety of the accommodation in all
destinations; however, the lowest proportions were among visitors to Bulgaria (53%),
Romania (57%), Italy (58%) and Greece (59%).

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Respondents were most likely to be very satisfied with the natural features of their
destinations if their main holiday was spent in Austria (84%). Other European destinations
with high ratings included Croatia (78%) and Denmark (76%). Otherwise, the most highly
rated destinations were outside Europe: USA or Canada (81%), North Africa or the Middle East
(81%), the Caribbean, Central or South America (78%) and Asia or Oceania (77%).
Once again, at least half of respondents were very satisfied with the natural features of all
destinations; however, the lowest proportions were among visitors to Romania (56%), the UK
(56%) and Bulgaria (59%).

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Across the survey generally, respondents were less likely to be very satisfied with the general
level of prices than with other aspects of their main holiday (38% of EU citizens were very
satisfied). People visiting Hungary (52%) and North Africa or the Middle East (51%) were
most likely to be very satisfied, while the lowest proportions were among people visiting
Poland (26%), Denmark (28%) and Italy (29%).

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Respondents were most likely to be very satisfied with how tourists are welcomed if their
main holiday was spent in the United States or Canada (69%), North Africa or the Middle East
(68%), Austria (63%) or Denmark (62%).
The lowest proportions were among visitors to Bulgaria (37%) and Romania (38%).

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People who took their main holiday outside Europe were most likely to be very satisfied with
the quality of activities or services available. The highest proportion was among people
visiting the USA or Canada (69%).
The lowest proportions were among visitors to Romania (34%) and Poland (37%).

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The Netherlands (40% very satisfied) as well as the USA or Canada (37%) are the
destinations that rank highest in terms of accessible facilities for people with special
needs. Visitors to Romania (10%), Bulgaria (14%), Poland (15%) and Asia/Oceania (15%)
were least likely to be very satisfied with this aspect of their main holiday.

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SATISFACTION WITH MAIN HOLIDAYS, IN RELATION TO MAIN REASONS FOR GOING ON


HOLIDAY

This section analyses satisfaction with different aspects of the main holiday in 2014, in relation
to the main reasons that respondents gave for going on holiday.
In general, there is very little variation across the different reasons, with satisfaction levels
very consistent. This indicates that the motivation for going on holiday is not a key factor
affecting satisfaction levels. In the rest of the section, minor (but statistically significant)
variations are highlighted.
There are no differences according to the main reason for going on holiday, in terms of
satisfaction with the quality or safety of the accommodation. Satisfaction levels are
generally very high, irrespective of the reason for going on holiday.

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Respondents who went on sport-related activities (75%) or for nature (77%) were slightly
more likely than other respondents to be very satisfied with the natural features of their
destination.

There were no differences in satisfaction with the general level of prices, except that
respondents who went on a wellness/spa or health holiday were slightly less likely to be very
satisfied (34% compared with 38% overall).

Respondents who went on holiday to visit friends or family were slightly less satisfied with
how tourists are welcomed (47% very satisfied compared with 52% overall), although this
is partly due to a larger proportion of dont know answers (11% compared with 8% overall).
People whose main reason for going on holiday was either for culture (52%) or for a specific
event (55%) were more likely than other respondents to be very satisfied with the quality of
activities or services available.
There were no differences in satisfaction levels in relation to accessible facilities for people
with special needs.

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SATISFACTION WITH MAIN HOLIDAYS, IN RELATION TO TYPE OF HOLIDAY


This section analyses satisfaction levels in relation to the types of holiday that respondents
took in 2014.
As in the previous section, findings are generally very consistent, indicating that the type of
holiday is not a key factor influencing levels of satisfaction. However, minor differences are
highlighted below where they are statistically significant.
People who went on an all-inclusive holiday in 2014 were slightly more likely to be very
satisfied with the quality of their accommodation (62%), compared with respondents who
went on other types of holiday.

Respondents who went on other package holidays (not all-inclusive) were slightly less likely to
be very satisfied with the safety of their accommodation (64%), in comparison with people
on other types of holiday.

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Satisfaction with natural features was highest where respondents purchased services
separately (73% very satisfied), while there were no differences in relation to the general
level of prices.

People who went on other types of package holidays (not all-inclusive) were less likely to be
very satisfied with how tourists are welcomed (52% compared with 55-56% of those on
the other types of holiday).

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Respondents who took all-inclusive holidays in 2014 were slightly more likely to be very
satisfied with the quality of activities or services available (52%). They were also more
likely to be very satisfied with accessible facilities for people with special needs (26%).

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III.

Preferences of Europeans towards tourism

INFORMATION SOURCES AND WAYS TO ORGANISE HOLIDAYS

This section examines the ways in which people organise their holidays, alongside the sources
of information that they use for deciding on travel plans. This helps to show the links between
the ways people get informed about their holidays and the methods they use to organise and
book them.
The Internet is clearly the most common method that people use to organise their holiday
(66% overall). However, the analysis shows differences in the proportions that use the
Internet to organise their holiday, in relation to sources of information:

As one would expect, respondents who say that Internet websites or social media are
important sources of information also tend to use the Internet to organise their holiday
(in 82% of cases).

However, people that value paid guidebooks as an information source are also more
likely than average to organise their holiday via the Internet (78%). This suggests that
people often use guidebooks to find out about holiday options, and then organise the
holiday itself through the Internet.

People that say travel agencies are an important information source are less likely to
use the Internet to organise their holiday (51%), although the Internet still ranks
highest of the various ways of organising a holiday even among these respondents.
The use of travel agencies is discussed further below.

Overall, one in five respondents (21%) say that they organised their 2014 holiday through
someone they know. This does not vary to any great extent according to the use of different
information sources. This suggests that people who organise their holiday through someone
they know tend to use a range of different information sources to determine their holiday
plans.

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The same pattern applies to two other ways of organising a holiday: doing so over the phone,
and directly (over the counter) at a transportation company. The proportions that
organise their holidays in these ways are consistent across different sources of information,
again suggesting that these respondents use a range of different sources of information to find
out about holidays.
Around one in five respondents (19%) say that they organised their 2014 holiday over the
counter at a travel agency, and this is much higher among respondents who also value
travel agencies as an information source (49%). This suggests a strong degree of loyalty to
travel agencies among some holiday-makers, and also suggests that travel agencies may be
used as a stand-alone point of contact (for both gathering information and for organising the
holiday itself). Respondents who use free catalogues as an information source are also more
likely than average to organise their holiday over the counter at a travel agency.
Across the survey as a whole, 12% of respondents say that they organised their holiday in
2014 on-site (while at the destination). This is more common among respondents who say
that paid guidebooks are an important information source (20%), as well as those who value
media sources (newspapers, radio or TV).

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IV. FOCUS ON THE HOLIDAY HABITS OF THE RETIRED PEOPLE


This section looks at the holiday habits and preferences of retired people.

PROFILE OF RETIRED PEOPLE


Retired people make up a quarter (25%) of the total sample in the present survey. The
majority of these retired people are aged 65 or over (75%), although a minority (25%) are
aged under 65. The average age of retired people in the survey is 70 years old.
Retired people who took part in this survey are slightly more likely to be female than male
(56% compared with 44%).
More than a third of retired people live alone (36%), much higher than for the overall
population of EU citizens (22%). Around half of retired people live with one other person
(49%), while just 14% share a home with two or more other people (compared with 33% of
EU citizens overall).

RESEARCHING AND ORGANISING A HOLIDAY IN 2014


Looking firstly at the reasons for going on holiday in 2014, retired people are less likely
than other EU citizens to have gone on holiday for the sun or beach. Just over a third (35%) of
retired respondents gave this as a reason for going on holiday, compared with 48% of
respondents in the survey as a whole.
Otherwise, the reasons for going on holiday are very similar between retired people and other
EU citizens: similar proportions say they went on holiday to visit family, friends or relatives
(34% of retired people compared with 36% of respondents overall), for nature (33%
compared with 31%), culture (30% compared with 27%) and for city trips (24% compared
with 25%).
Slightly lower proportions of retired people went on holiday in 2014 for sport-related activities
(8% compared with 12% of EU citizens as a whole) or for specific events (4% compared with
8%). However, they are slightly more likely to have gone on holiday for wellness, spa or
health treatment (16% compared with 13%).
Overall, these findings indicate that the reasons for taking a holiday are similar among
retired people as among EU citizens overall, with the exception of the sun or beach, which is
less likely to be given as a reason by retired people. Nevertheless, the sun or beach still
remains one of the main reasons for going on holiday for retired people on a par with other
reasons such as visiting family or friends, nature or culture.
When asked about reasons for returning to the same place for a holiday, retired people
give similar responses to other EU citizens, with the natural features most frequently
mentioned (by 42% of retired respondents).

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Retired people are less likely than other EU citizens to value internet websites when making
decisions about their travel plans. Although a quarter (25%) say they are important, this
is much less than in the overall sample of EU citizens (46%). Unsurprisingly, the proportion of
retired people who say social media sites are important is also lower (3% compared with 8%).
It is also notable that retired people are less likely to say that the recommendations of friends,
colleagues or relatives are important (43% compared with 55% of EU citizens overall),
although this still ranks as the most important factor.
By contrast, retired respondents place slightly greater importance on travel agencies or
tourism offices (23% compared with 18% of EU citizens as a whole), free catalogues or
brochures (15% compared with 10%) and newspapers, radio or TV (10% compared with 7%).
Turning to the methods used for organising a holiday, the Internet is again less popular
among retired people (mentioned by 44% of retired respondents, compared with 66% of EU
citizens overall). Nevertheless, the Internet is still the most common method used by retired
people for organising a holiday, ahead of going to the counter of a travel agency (25%),
through someone you know (21%), or over the phone (19%). Two of these methods are more
popular among retired people than other EU citizens: over the counter at a travel agency
(25% compared with 19%) and over the phone (19% compared with 15%). Other methods
are used by similar proportions of retired people as other EU citizens.
Overall, these findings show that the Internet is less important as an information source for
retired people than for EU citizens overall; however, it is still used by a large proportion of
retired people, and is the most common method they use for organising a holiday.

THE HOLIDAY EXPERIENCE IN 2014


Retired people are less likely than other EU citizens to have travelled in 2014 and this
pattern can be observed in close to all the countries surveyed. Less than two-thirds of retired
people (62%) say that they spent at least one night away from home as part of personal or
professional travel, lower than the proportion of EU citizens overall (72%). In particular,
retired people are less likely than other respondents to have been away from home more than
five times in 2014: 15% of retired respondents compared with 21% of the total sample.
Similarly to the general respondents, retired people are most likely to have spent between 4
and 13 nights away as part of their personal travels (54% of those who travelled for at least
one night in 2014), while 45% went on a short-stay trip. A third of retired people (32%) went
away for more than 13 nights. The proportion of retired people who went on short-stay trips is
slightly lower than for EU citizens as a whole (45% compared with 49%), while the proportion
who took a holiday lasting more than 13 nights is slightly higher than for the total sample
(32% compared with 28%).

80

FLASH EUROBAROMETER 414

Preferences of Europeans towards tourism

When asked about the destination of their main holiday in 2014, almost half of retired
people say they stayed in their own country (46%), a higher proportion than for EU citizens as
a whole (40%). The same pattern applies when we look at all holidays taken (not just the
main holiday): 60% of retired respondents went away in their own country (compared to 54%
of EU citizens overall), while 50% went somewhere in the EU (compared to 56%) and 26%
went outside the EU (compared to 28%).
The specific destinations of holidays taken by retired people were very similar to those seen
in the survey generally, with Spain, Italy and France as the most popular destinations.
Retired people took a range of different types of holiday in 2014. They were much less likely
than other EU citizens to use tourism services purchased separately (30% compared with
41%), while a third (34%) of retired people took all-inclusive holidays (slightly higher than the
proportion of EU citizens overall: 30%). Around a third of retired people (32%) went on other
types of package travel (slightly lower than the overall figure of 36%).
The types of accommodation used by retired people are broadly in line with the total
sample of EU citizens. Paid accommodation with more than 20 guests was the most common
type, used by 41% of retired people who travelled for a minimum of one night in 2014. This
proportion is slightly higher than for EU citizens overall (38%). However, retired people were
less likely to stay in paid accommodation with less than 20 guests (28%, compared to 36%
of overall EU citizens), as well as on a camping site (7%, compared with 12%). The results
were very similar to those of the general population, regarding the following types of
accommodation: staying at friends or relative (31%, compared to 33%); staying in their own
property or second home (17%, compared to 18%).
Retired people express high levels of satisfaction with various aspects of their main holiday
in 2014, and in some cases the proportion who were very satisfied is higher than for EU
citizens overall:

73% of retired people were very satisfied with the natural features of their destination
(compared with 70% of EU citizens overall);

70% of retired people were very satisfied with the safety of the accommodation
(compared with 66%);

67% were very satisfied with the quality of accommodation (compared with 60%).

Otherwise, the proportions of retired people that were satisfied (or very satisfied) with aspects
of their holiday were very similar to the figures in the survey as a whole.
Just 5% of retired respondents experienced a safety problem during their main holiday in
2014, and 3% registered a formal complaint while on holiday. These figures are in line with
the total sample of EU citizens.

81

FLASH EUROBAROMETER 414

Preferences of Europeans towards tourism

OBSTACLES TO GOING ON HOLIDAY IN 2014


As noted above, retired people are less likely than other EU citizens to go on holiday; it is
therefore important to understand the main reasons for not taking a holiday.
The two main reasons given by retired people for not going on holiday in 2014 are financial
(33%) and health reasons (31%). Compared with EU citizens overall, retired respondents are
much more likely to say they did not travel because of health problems (31% compared with
15%), but they are less likely to give financial reasons (33% compared with 42%). One in six
retired people (17%) say that they preferred to stay at home (slightly higher than the overall
survey figure of 13%), while 8% said they did not have time because of family commitments
(slightly lower than the figure of 10% among EU citizens overall).

HOLIDAY PLANS FOR 2015


Respondents were asked whether the current economic situation had an impact in their
holiday plans for 2015.
Almost half of retired respondents (46%) say that they will go on holiday this year without
changing their plans, very similar to the proportion of EU citizens overall (45%). However,
retired people are less likely than other respondents to say that they will go on holiday, but
will change their plans (22% compared with 32% in the survey overall). Correspondingly,
retired people are more likely to say that they will not go away at all (14% compared with
11%) or that they never go on holiday (9% compared with 4%).
Among retired people who are planning to go on holiday in 2015, a third say they intend to
take a holiday lasting between 4 and 13 nights (33%), while 24% are planning a shortstay trip and 19% a holiday lasting more than 13 nights. Retired people are slightly less likely
than other respondents to favour a longer holiday (19% compared with 20% of EU citizens
overall), and are less likely to be planning a shorter trip (24% compared with 32% among all
respondents) as well as a holiday lasting 4-13 nights (33% compared with 43% overall).
Half (50%) of retired respondents who are planning a holiday in 2015 say they intend to
spend their main holiday in their own country, while 27% are planning to go to the EU and
15% somewhere outside the EU (8% do not know). Retired people have a stronger preference
for holidays in their own country, compared with EU citizens overall (50% compared with
43%). The same pattern was noted above in relation to holidays already taken (in 2014).
Spain, Italy and France are the most popular intended destinations for retired people who
are planning to go on holiday in 2015, as is the case for EU citizens generally.

82

FLASH EUROBAROMETER 414

V.

Preferences of Europeans towards tourism

FOCUS ON THOSE WHO TRAVEL FOR BUSINESS ONLY

This section looks at the travel habits of people who were away from home for at least one
night in 2014 for professional or business purposes, but who did not go away at all for
personal reasons.

PROFILE OF PEOPLE WHO TRAVEL FOR BUSINESS ONLY


The group of people who travelled in 2014 for professional or business purposes only
represents a small proportion of the total EU population: just 4% of the total sample of this
survey.
These respondents are more likely to be male than female (59% compared with 41%). The
age profile is similar to the total sample of EU citizens, with an average age of 48.
Compared with the total sample of EU citizens, respondents who travelled for business only
are more likely to be self-employed (14% compared with 9%), but otherwise have a similar
occupational profile, including a large proportion (45%) who were not working at the time of
the survey (compared with 48% in the total sample). This indicates that many people in this
group travelled away from home for work (possibly for a specific/short-term period of work),
but are no longer in employment.

SOURCES OF INFORMATION WHEN MAKING TRAVEL PLANS


People who travelled for business only in 2014 are less likely than other EU citizens to say that
Internet websites are important when making decisions about their travel plans. Although
35% say they are important, this is less than in the overall sample of EU citizens (46%).
Otherwise, the sources of information that are considered important by business-only
travellers are very similar to the total sample of EU citizens. Recommendations of friends,
colleagues or relatives are most frequently mentioned as an important source of information
(by 54% of those who only travelled for business).

THE TRAVEL EXPERIENCE IN 2014


People who travelled for business purposes only in 2014 tended to make either just one or two
trips (48%) or alternatively a large number of trips (17% went away more than ten times).
This is in contrast with the total sample, where there was a more even spread over the
number of trips.
Just 1% of respondents who travelled for business purposes only registered a formal
complaint while they were away, lower than the figure for the survey as a whole (4%).

83

FLASH EUROBAROMETER 414

Preferences of Europeans towards tourism

OBSTACLES TO GOING ON HOLIDAY IN 2014


When asked why they did not go on holiday in 2014, the main reason given by people who
travelled for business purposes only was financial (40%). Business-only travellers were more
likely than other respondents to say that they did not have enough time due to work or study
commitments (22% compared with 13% in the survey as a whole); otherwise, the proportions
giving various reasons were similar to those seen among EU citizens as a whole.

HOLIDAY PLANS FOR 2015


Respondents were asked whether the current economic situation had an impact on their
holiday plans for 2015.
Among respondents who travelled for business purposes only in 2014, 21% say they are not
going on holiday this year and a further 7% say that they never go on holiday. These
proportions are higher than for EU citizens overall (11% and 4% respectively). Business-only
travellers are less likely than other respondents to say that they will go on holiday in 2015
without changing their plans (37% compared with 45%) and that they will go on holiday but
will change their plans (24% compared with 32%).
Among people who travelled for business purposes only in 2014, but who plan to go on holiday
in 2015

the preferred holiday duration for 2015 is a short-stay trip (27%), followed by a
holiday lasting 4-13 nights (21%) and a longer holiday lasting 14 nights or more (12%).
This is different to the total sample of EU citizens, where there is a preference for
holidays lasting between 4 and 13 nights.

there is a preference for holidays in respondents own country (56% of business-only


travellers say this about the main holiday they are planning for 2015), rather than in
the EU (26%) or in a country outside the EU (10%). The proportion favouring a main
holiday in their own country is higher than among EU citizens as a whole (43%).

Spain, Italy and France are the most popular destinations for planned holidays in
2015, as is the case for EU citizens generally.

84

ANNEXES

TECHNICAL SPECIFICATIONS

FLASH EUROBAROMETER 414

Preferences of Europeans towards tourism

FLASH EUROBAROMETER 414


Preferences of Europeans towards tourism
TECHNICAL SPECIFICATIONS
Between the 22 and the 28 of January 2015, TNS Political & Social, a consortium created between TNS political &
social, TNS UK and TNS opinion, carried out the survey FLASH EUROBAROMETER 414 about Preferences of
Europeans towards tourism.
This survey has been requested by the EUROPEAN COMMISSION, Directorate-General for Internal Market,
Industry, Entrepreneurship and SMEs. It is a general public survey co-ordinated by the Directorate-General for
Communication (DG COMM Strategy, Corporate Communication Actions and Eurobarometer Unit). The FLASH
EUROBAROMETER 414 covers the population of the respective nationalities of the European Union Member States,
resident in each of the 28 Member States and aged 15 years and over. It was also conducted in four candidate
countries (Turkey, the Former Yugoslav Republic of Macedonia, Iceland and Montenegro) and in Moldova. The
survey covers the national population of citizens (in these countries) as well as the population of citizens of all the
European Union Member States that are residents in these countries and have a sufficient command of the national
languages to answer the questionnaire. All interviews were carried using the TNS e-Call center (our centralized
CATI system). In every country respondents were called both on fixed lines and mobile phones. The basic sample
design applied in all states is multi-stage random (probability). In each household, the respondent was drawn at
random following the "last birthday rule".
TNS has developed its own RDD sample generation capabilities based on using contact telephone numbers from
responders to random probability or random location face to face surveys, such as Eurobarometer, as seed
numbers. The approach works because the seed number identifies a working block of telephone numbers and
reduces the volume of numbers generated that will be ineffective. The seed numbers are stratified by NUTS2 region
and urbanisation to approximate a geographically representative sample. From each seed number the required
sample of numbers are generated by randomly replacing the last two digits. The sample is then screened against
business databases in order to exclude as many of these numbers as possible before going into field. This approach
is consistent across all countries.

TS1

FLASH EUROBAROMETER 414

Preferences of Europeans towards tourism

Readers are reminded that survey results are estimations, the accuracy of which, everything being equal, rests
upon the sample size and upon the observed percentage. With samples of about 1,000 interviews, the real
percentages vary within the following confidence limits:

Statistical Margins due to the sampling process


(at the 95% level of confidence)
various sample sizes are in rows

various observed results are in columns

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

95%

90%

85%

80%

75%

70%

65%

60%

55%

50%

N=50

6,0

8,3

9,9

11,1

12,0

12,7

13,2

13,6

13,8

13,9

N=50

N=500

1,9

2,6

3,1

3,5

3,8

4,0

4,2

4,3

4,4

4,4

N=500

N=1000

1,4

1,9

2,2

2,5

2,7

2,8

3,0

3,0

3,1

3,1

N=1000

N=1500

1,1

1,5

1,8

2,0

2,2

2,3

2,4

2,5

2,5

2,5

N=1500

N=2000

1,0

1,3

1,6

1,8

1,9

2,0

2,1

2,1

2,2

2,2

N=2000

N=3000

0,8

1,1

1,3

1,4

1,5

1,6

1,7

1,8

1,8

1,8

N=3000

N=4000

0,7

0,9

1,1

1,2

1,3

1,4

1,5

1,5

1,5

1,5

N=4000

N=5000

0,6

0,8

1,0

1,1

1,2

1,3

1,3

1,4

1,4

1,4

N=5000

N=6000

0,6

0,8

0,9

1,0

1,1

1,2

1,2

1,2

1,3

1,3

N=6000

N=7000

0,5

0,7

0,8

0,9

1,0

1,1

1,1

1,1

1,2

1,2

N=7000

N=7500

0,5

0,7

0,8

0,9

1,0

1,0

1,1

1,1

1,1

1,1

N=7500

N=8000

0,5

0,7

0,8

0,9

0,9

1,0

1,0

1,1

1,1

1,1

N=8000

N=9000

0,5

0,6

0,7

0,8

0,9

0,9

1,0

1,0

1,0

1,0

N=9000

N=10000

0,4

0,6

0,7

0,8

0,8

0,9

0,9

1,0

1,0

1,0

N=10000

N=11000

0,4

0,6

0,7

0,7

0,8

0,9

0,9

0,9

0,9

0,9

N=11000

N=12000

0,4

0,5

0,6

0,7

0,8

0,8

0,9

0,9

0,9

0,9

N=12000

N=13000

0,4

0,5

0,6

0,7

0,7

0,8

0,8

0,8

0,9

0,9

N=13000

N=14000

0,4

0,5

0,6

0,7

0,7

0,8

0,8

0,8

0,8

0,8

N=14000

N=15000

0,3

0,5

0,6

0,6

0,7

0,7

0,8

0,8

0,8

0,8

N=15000

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

95%

90%

85%

80%

75%

70%

65%

60%

55%

50%

TS2

FLASH EUROBAROMETER 414

ABBR.
BE
BG
CZ
DK
DE
EE
IE
EL
ES
FR
HR
IT
CY
LV
LT
LU
HU
MT
L
AT
PL
PT
RO
SI
SK
FI
SE
UK
TOTAL
EU28
TR

COUNTRIES

INSTITUTES

Belgium
Bulgaria
Czech Rep.
Denmark
Germany
Estonia
Ireland
Greece
Spain
France
Croatia
Italy
Rep. of Cyprus
Latvia
Lithuania
Luxembourg
Hungary

TNS Dimarso
TNS BBSS
TNS Aisa s.r.o
TNS Gallup A/S
TNS Infratest
TNS Emor
IMS Millward Brown
TNS ICAP
TNS Demoscopia S.A
TNS Sofres
HENDAL
TNS ITALIA
CYMAR
TNS Latvia
TNS LT
TNS Dimarso
TNS Hoffmann Kft
MISCO International
Ltd
TNS NIPO
TNS Austria
TNS OBOP
TNS EUROTESTE
TNS CSOP
RM PLUS
TNS AISA Slovakia
TNS Gallup Oy
TNS SIFO
TNS UK

Malta
Netherlands
Austria
Poland
Portugal
Romania
Slovenia
Slovakia
Finland
Sweden
United Kingdom

MK
IS
ME

Turkey
Former Yugoslav Rep. of
Macedonia
Iceland
Montenegro

MD

Moldova

TOTAL

Preferences of Europeans towards tourism

N
INTERVIEWS

FIELDWORK
DATES

POPULATION
15+

1.000
1.006
1.000
1.005
1.500
500
1.000
1.000
1.500
1.509
500
1.505
501
500
500
500
1.004

22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015

28/01/2015
26/01/2015
27/01/2015
27/01/2015
27/01/2015
26/01/2015
28/01/2015
27/01/2015
28/01/2015
28/01/2015
26/01/2015
27/01/2015
23/01/2015
27/01/2015
23/01/2015
28/01/2015
26/01/2015

8.939.546
6.537.510
9.012.443
4.561.264
64.336.389
945.733
3.522.000
8.693.566
39.127.930
47.756.439
3.749.400
51.862.391
705.360
1.447.866
2.829.740
434.878
8.320.614

505
1.002
1.004
1.500
1.000
1.006
502
1.000
1.000
1.000
1.502

22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015
22/01/2015

26/01/2015
27/01/2015
27/01/2015
28/01/2015
28/01/2015
27/01/2015
23/01/2015
26/01/2015
28/01/2015
28/01/2015
28/01/2015

335.476
13.371.980
7.009.827
32.413.735
8.080.915
18.246.731
1.759.701
4.549.956
4.440.004
7.791.240
51.848.010

27.051

22/01/2015

28/01/2015

1.021

22/01/2015

28/01/2015

54.844.406

TNS Brima
Capacent ehf
TNS Medium Gallup

500
500
521

22/01/2015
22/01/2015
22/01/2015

28/01/2015
26/01/2015
28/01/2015

1.678.404
252.277
622.777

Institutul de Marketing
si Sondaje IMAS-INC

508

22/01/2015

28/01/2015

2.988.392

30.101

22/01/2015

28/01/2015

TNS PIAR

412.630.644

473.016.900

TS3

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