latest world travel trends and forecast 2019 · 2019-01-17 · •worldwide standardized...
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LATEST WORLD
TRAVEL TRENDS AND
FORECAST 2019
Maspalomas, Costa Canaria14. December 2018
IPK International - Rolf Freitag
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All information today is based on
IPK’s World Travel Monitor®
A global representative database about international travel behavior
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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IPK’S WORLD TRAVEL MONITOR®COVERS 90% OF GLOBAL OUTBOUND DEMAND
THE AMERICAS13 countries – 90% market coverage
ASIA/MIDDLE EAST17 countries – 88% market coverage
EUROPE33 countries – 99% market coverage
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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SOME FACTS ABOUT IPK‘S WORLD TRAVEL MONITOR ®
• Annual survey, measuring outbound travel demand in 63 countries since 1988
• More than 500,000 representative interviews
• Worldwide standardized questionnaire and survey method
• Therefore comparability for all markets worldwide
• Detects all outbound & inbound travel (1+N)
• Reports the latest trends in tourism, allows competitive positioning etc.
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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LATEST TRENDS OF
INTERNATIONAL TRAVEL
DEMAND 2018
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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WORLD OUTBOUND DEMAND 2018
Tourism continues to be a key driver of global economy
IMF is reporting growth of +3,7% for the entire World Economy
Source: World Travel Monitor® 1-8, 2018, IPK International
+5.5%
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Outbound is when a travelermakes a trip from his homecountry to another country
Inbound is when this travelerarrives in another country
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In my presentation I use the words outbound and inbound
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6% 6% 6%5%
South America Asia North America Europe
WORLD OUTBOUND GROWTH BY SOURCE REGIONS 2018
Growth came from all regions
Source: World Travel Monitor® 1-8, 2018, IPK International
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OUTPERFOMING COUNTRIES OF ORIGIN 2018
From Asia From Latin America:
China
South Korea
Taiwan
Chile
Columbia
Mexico
Source: World Travel Monitor® 1-8, 2018, IPK International
And:
Russians are coming back gradually
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WHICH DESTINANTION REGIONS PERFORMED BETTER THEN OTHERS
2018?
Source: World Travel Monitor® 1-8, 2018, IPK International
Inbound above average to Inbound below average to
Asia
Europe
Middle East
The Americas
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OUTPERFORMING DESTINATION COUNTRIES 2018
Greece
Vietnam
Thailand
Indonesia
Japan
Korea
Source: World Travel Monitor® 1-8, 2018, IPK International
Double digitinbound growth
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DESTINATIONS HIT BY TERROR ARE RECOVERING 2018
France
Egypt
Tunesia
Belgium
Turkey, mainly thanks to Russians coming back
Source: World Travel Monitor® 1-8, 2018, IPK International
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Spain 0%
Turkey +23%
Spain could not continue the boom of recent years
While Turkey could recover some of the lost vacationers
SPAIN VS. TURKEY
Source: World Travel Monitor® 1-8, 2018, IPK International12
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WORLD OUTBOUND TREND BY PUROSE OF TRIP 2018
-…
5%
5%
7%
Other Business
MICE Travel
VFR
Holiday
Source: World Travel Monitor® 1-8, 2018, IPK International
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ARE THERE THREATS FOR THE TRAVEL YEAR 2019?
Terror threats
Overtourism threats
Health & Crime Risk
Sharing Platforms
Flattening Economic Performance
Source: World Travel Monitor® 1-8, 2018, IPK International
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INFLUENCE OF TERROR
THREATS ON INTERNATIONAL
TRAVEL BEHAVIOUR 2019
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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IPK International is measuring
the influence of terror threats on global travel behavior
every six month worldwide.
So done just now in October concerning travel plans for 2019
17 Source: World Travel Monitor® 1-8, 2018, IPK International
AS PART OF THE WORLD TRAVEL MONITOR®
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WILL TERROR FEAR INFLUENCE GLOBAL TRAVEL IN 2019?
38%
62%
Yes No
Terror-Sensitive Terror-Resistent
Question:
„Does the recent instability and terror
warnings have any influence on your travel
plans for the next 12 months?“
In October 2018 international travelers
answered as follows:
Source: World Travel Monitor® 1-8, 2018, IPK International
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LEVEL OF UNSAFETY IS STILL ON A HIGH LEVEL GLOBALLY
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Only European destinations have improved their safety image
Many other destinations are perceived as less safe then last year.
This counts above all for destinations in North and South America
Source: World Travel Monitor® 1-8, 2018, IPK International
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8% 9% 9% 10% 10% 10% 11% 11% 12% 12% 12% 12% 13% 13% 14% 14%
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The 16 safest destination countries in the mind of global outbound travelers
Source: World Travel Monitor® 1-8, 2018, IPK International
SWITZERLAND IS PERCEIVED AS THE SAFEST
DESTINATION IN 2019
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15% 15% 17% 17% 17% 17% 17% 18% 19% 19% 19% 20% 22% 22% 23% 23%
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Also these destinations are perceived as rather safe
Source: World Travel Monitor® 1-8, 2018, IPK International
OTHER RATHER SAFE DESTINATIONS WITH LOW
PERCEIVED TERROR THREAT IN 2019 WILL BE……
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26% 27% 28% 29% 30%32%
34% 35%
Qatar Great Britain South Africa Russia Colombia Mexico Saudi Arabia France
22
Eight rather unsafe destinationas in the mind of international travelers
Source: World Travel Monitor® 1-8, 2018, IPK International
DESTINATIONS PERCEIVED AS RATHER UNSAFE IN 2019
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38% 38%42%
45%
51%54% 57%
USA Morocco Jordan Tunesia Egypt Israel Turkey
23 Source: World Travel Monitor® 1-8, 2018, IPK International
DESTINATIONS PERCEIVED AS VERY UNSAFE IN 2019
The seven unsafest destinations
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WHAT ABOUT OTHER
TRAVEL RISKS?
Source: World Travel Monitor® 1-8, 2018, IPK
International
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In the scope of the World Travel Monitor® survey, we asked travelers fromEurope, Asia, North and South America:
“Did you have any serious problems on your trip concerning health, crime orother offences?”
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TRAVEL RISK
Source: World Travel Monitor® 1-8, 2018, IPK
International
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5%4%
2%
9%
CrimeProblems
HealthProblems
Other Offences Total (net)
Canary Islands 6% Canary Islands 3%
TRAVEL RISK
Every eleventh traveler was affected by serious health / crime problems or other offences.
GLOBAL OUTBOUND TRIPS 2018
Source: World Travel Monitor® 1-8, 2018, IPK International
Canary Islands 3%
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OVERTOURISM
HAS INTERNATIONAL
TOURISM REACHED ITS
LIMITS OF GROWTH?
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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70% Not too many tourists
30%had the feeling that their destinations was overcrowded by tourists
.
Source: World Travel Monitor® 1-8, 2018, IPK International
„DID YOU HAVE THE FEELING THAT YOUR DESTINATION
WAS OVERCROWDED BY TOURISTS IN 2018?“
30% Too many tourists
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29 Source: World Travel Monitor® 1-8, 2018, IPK International
of international travelers have
suffered under overtourism in 2018 !!
For them overtourism has become a holiday quality killer!
12%
OVERCROWDING – THE NEW DESTINATION QUALITY
PROBLEM
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8% 11%
16% 17%
Europeans LatinAmericans
Asians NorthAmericans
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OVERCROWDING PERCEPTION BY SOURCE REGIONS 2018
Worldwide average: 12%
Asians and North Americans felt more affected by „overtourism“ than Europeans or Latin Americans
Source: World Travel Monitor® 1-8, 2018, IPK International
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IN WHICH CITIES DID
TRAVELERS FEEL
OVERTOURISM MOST?
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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CITIES PARTICULARLY AFFECTED BY OVERTOURISM IN 2018
Mexico City(35%)
Copenhagen(34%)
Moscow(34%)
Source: World Travel Monitor® 1-8, 2018, IPK International
Every third visitor of those cities felt affected by „overtourism“!
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Cairo(33%)
Venice(24%)
Beijing(26%)
ABOVE AVERAGE AFFECTED ARE ALSO…
Source: World Travel Monitor® 1-8, 2018, IPK International
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AS WELL AS …
Source: World Travel Monitor® 1-8, 2018, IPK International
Geneva(27%)
Vancouver(23%)
Florence(24%)
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12% felt that the quality of their holiday suffered due to overcrowding
More and more international tourists are asking for
better “Crowd Management In The Destination“
35
CALL FOR „DESTINATION CROWD MANAGEMENT“
Source: World Travel Monitor® 1-8, 2018, IPK International
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Also locals in some destinations complain increasingly about
too many tourists, killing the authentic atmosphere of the place
Many providers have got serious quality problems in 2018
as they could not handle growing demand in a proper way
36
CALL FOR „SUPPLIER CROWD MANAGEMENT“
Source: World Travel Monitor® 1-8, 2018, IPK International
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INFORMATION BEHAVIOR
OF INTERNATIONAL
TRAVELLERS
Today 11 Years Ago
All trips abroad worldwide
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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TODAY INTERNET IS THE GLOBAL TRAVEL INFORMATION STANDARD
Internet travel information search has nearly doubled over the last 11 years
46%
82%
Internet
2007 2018
Source: World Travel Monitor® 1-8, 2018, IPK International
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• The Internet as digital source of information is used by most travelers (82%) – The
new information standard
• Also accommodation sites (45%), Tourist board sites (37%) and Carrier sites (32%) are
very popular digital information sources
• Social media channels as digital information source are less relevant (19%)
39 Source: World Travel Monitor® 1-8, 2018, IPK International
THE MOST POPULAR DIGITAL INFORMATION SOURCES 2018
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• Internet in combination with in-depth information from complimentary sources
are the global standard decision
makers when it comes to the destination choice
• Today tourists are much better informed about the destination before
they are buying a trip
40 Source: World Travel Monitor® 1-8, 2018, IPK International
INTERNET PLUS OTHER INFORMATION SOURCES BRING THE
TRAVEL DECISION
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BOOKING BEHAVIOR OF
OUTBOUND TRAVELERS
Today
11 Years Ago
All trips abroad worldwide
IPK International, Rolf Freitag - Maspalomas, 14. December 2018
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Strong increase in Internet bookings
The share of travel agency bookings decreased slightly
Important increase in direct bookings of accommodation and transportation
38%29%
11% 8%
74%
27%
19%12%
Internet Travel Agency Accommodation Carrier
2007
WHERE DID TRAVELERS BOOK FOR THEIR TRIP?
Source: World Travel Monitor® 1-8, 2018, IPK International
Multiple answers possible
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11-YEAR BOOKING TREND: INTERNET VS. TRAVEL AGENCY
Inter…
Travel Agencies27
%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
• Very strong growth of internet
bookings
• After four years of decline the
Travel agency booking share has
settled at 27% since 2012
Source: World Travel Monitor® 1-8, 2018, IPK International
Multiple answers possible
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• For 74% of international trips, at least something is booked online
• The growth of Internet bookings is not far away from saturation
• The increase of Internet bookings is not just based on a migration
from travel agency to Internet
• The Internet is also used in addition to the travel agency as a booking site for partial
services (for example: flight or train)
44 Source: World Travel Monitor® 1-8, 2018, IPK International
SUMMARY INTERNET BOOKINGS 2018
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Traditional *In % of global overnight stays
88%*
12%*sharing platforms
.
Source: World Travel Monitor® 1-8, 2018, IPK International
WHAT ABOUT SHARING PLATFORMS & HOMESTAY TOURISM 2018?
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• Every six months the World Travel Monitor® is asking prospective questions regarding future outbound travel intentions
• in Europe
• in Latin America
• in North America
• in Asia
46
GLOBAL OUTBOUND TRAVEL INTENTIONS 2019
Source: World Travel Monitor® 1-8, 2018, IPK International
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Above 100 = Increase
Around 100 = Growth
Threshold
Below 100 = Decrease
IPK`S WORLD TRAVEL CONFIDENCE INDEX
Source: World Travel Monitor® 1-8, 2018, IPK International
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+8% +8%
+6%+5%
From Latin America From North America From Asia Europe
WORLD OUTBOUND TRAVEL INTENTIONS FOR 2019
In 2019, strongest growth could be expected from the Americas
Source: World Travel Monitor® October 2018, IPK International
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• Following our latest World Travel Intention Survey in October 2018
worldwide travelers plan +5% more international trips in 2019
• Consumers do not yet worry about first signs of global economic weakening.
Therefore it is possible that in our next poll in February 2019, the forecast will be
more modest for travel year 2019
• Destinations affected by overtourism must learn better crowd management
• Suppliers must get travel growth under control again
• Terror threat will continue to impact destination choice
49
SUMMARY GLOBAL OUTBOUND FORECAST 2019
Source: World Travel Monitor® October 2018, IPK International
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Next update concerning World Travel Trends
will be presented on 6th March 2019 at ITB Berlin