text 100 digital index travel and tourism study 2012 france

France Report TEXT100 Digital Index:

Travel Tourism

TOP OBSERVATIONS FOR FRENCH TRAVELLERS

• French holiday makers travel within their country more often than EMEA and the global average.

• French travellers typically take holidays (both local and overseas) lasting either one or two weeks.

• Traditional travel agents are critical in the holiday decision making process for the older age groups.

• Information on cleanliness and the quality of service is important when reading reviews.

• Tickets for accommodation/transport are typically purchased from either Online travel, Individual provider or Airline websites. Tickets for attractions/activities are often purchased at the venue on arrival.

• Value for money and escapism is very important to French travellers when choosing location or activities. Relaxation is considered less important in comparison to EMEA and the global average.

• The most common interest is Historical sites. French travellers are much less likely to be interested in shopping.

• Writing reviews during and after a vacation is popular amongst the older age groups.

Where, when, and for how long?

TRAVEL PATTERNS

France has similar travel patterns to EMEA and the global average within the last 12 months

44%

77%

Yes, outside my country of residence

Yes, within my country of residence

GLOBAL EMEA

52%

73%



FRANCE

54%

76%



Bases; Global:4600 EMEA:1800 FRANCE: 500

Q Have you travelled for leisure purposes in the last 12 months?

France plan to travel less in the next 12 months than EMEA and the global average.

40%

50%



GLOBAL EMEA

44%

47%



FRANCE

40%

42%




Q Do you intend to travel for leisure purposes in the next 12 months?

Nearly 70% travel more than once a year within their country. Almost three quarters travel beyond their continent.

Q In a year approximately how often do you: travel within country/continent/beyond for vacation/leisure/holiday?

Base: 500

2% 6%

23%

53%

14%

2%

11%

17%

39%

28%

4% 0%

27% 28%

34%

10%

1% 1%

I don't Less than once a year Once a year 2-4 times per year 5-12 times per year A few times per month

Within Country Within Continent Beyond

France holiday makers travel slightly more often within their country than EMEA and the global average.

GLOBAL EMEA

FRANCE


2%

9%

30%

44%

12%

3%

I don't

Less than once a year

Once a year

2-4 times a year

5-12 times per year

A few times per month

2%

8%

30%

47%

11%

2%

I don't


Once a year

2-4 times a year

5-12 times per year


2%

6%

23%

53%

14%

2%

I don't


Once a year

2-4 times a year

5-12 times per year


Q In a year approximately how often do you: travel within country for vacation/leisure/holiday?

France holiday makers have similar vacation patterns to EMEA and the global average when travelling within their continent.

GLOBAL EMEA

FRANCE


12%

19%

36%

25%

6%

2%

I don't


Once a year

2-4 times a year

5-12 times per year


11%

22%

41%

21%

4%

1%

I don't


Once a year

2-4 times a year

5-12 times per year


11%

17%

39%

28%

4%

0%

I don't


Once a year

2-4 times a year

5-12 times per year


Q In a year approximately how often do you: travel within continent for vacation/leisure/holiday?

The same is true when travelling beyond their continent.

GLOBAL EMEA

FRANCE


29%

29%

29%

9%

3%

1%

I don't


Once a year

2-4 times a year

5-12 times per year


23%

37%

29%

8%

2%

1%

I don't


Once a year

2-4 times a year

5-12 times per year


27%

28%

34%

10%

1%

1%

I don't


Once a year

2-4 times a year

5-12 times per year


Q In a year approximately how often do you: travel beyond continent for vacation/leisure/holiday?

The majority of both local and overseas holidays are either one or two weeks in duration.

Q What is the typical duration for your vacation/holiday when you stay locally/overseas?

10%

17%

35%

27%

9%

2% 0%

16%

10%

32% 30%

6% 4% 1%

Weekend 3-4 days 1 week 2 weeks 3 weeks One Month Longer than a month

Locally Overseas

Base: 500

French travelers take longer local holidays than EMEA and the global average.

GLOBAL EMEA

FRANCE

Q What is the typical duration for your vacation/holiday when you stay locally?

1%

2%

3%

13%

31%

31%

19%

Longer than one month

One month

3 weeks

2 weeks

1 week

3-4 days

Weekend

1%

2%

4%

17%

31%

27%

18%


One month

3 weeks

2 weeks

1 week

3-4 days

Weekend

0%

2%

9%

27%

35%

17%

10%


One month

3 weeks

2 weeks

1 week

3-4 days

Weekend


When staying overseas, French travelers having similar holiday durations to EMEA and the global average.

GLOBAL EMEA

FRANCE

Q What is the typical duration for your vacation/holiday when you stay overseas?


4%

5%

6%

26%

33%

11%

15%


One month

3 weeks

2 weeks

1 week

3-4 days

Weekend

3%

5%

7%

32%

34%

8%

11%


One month

3 weeks

2 weeks

1 week

3-4 days

Weekend

1%

4%

6%

30%

32%

10%

16%


One month

3 weeks

2 weeks

1 week

3-4 days

Weekend

INFLUENCE FOR VACATION DECISIONS

Information sources

55%

49%

43% 41%

26%

49%

42%

33%

37%

16%

42%

37% 34%

31%

22%

Internet search Indiviual providers websites

Online travel websites Tourist board websites Deal sites

Global EMEA FRANCE

Deal sites are more helpful to French travelers than they are for EMEA.


Q To what extent do the following help with your initial decision of holiday destination tourist attraction or leisure activity? And Q Once you have decided on your actual destination or specific activity, how important are the following in informing the fine details of your trip? Comparing initial decision across the globe (those who agree or strongly agree)

Standard Internet research

Q Of the options, what is the single most important source of information critical to your decision process?

7%

4%

7%

7%

7%

40%

8%

4%

8%

10%

9%

37%

7%

7%

8%

7%

13%

35%

11%

5%

13%

9%

9%

33%

12%

10%

15%

1%

16%

34%

29%

19%

10%

5%

10%

5%

Traditional travel agents

Online travel websites

Individual providers' websites

Internet reviews by travel bloggers

Internet general search

Friends and family recommendations

65+ 55-64 45-54

35-44 25-34 18-24

Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

Traditional travel agents and online travel websites are critical in the decision process of those aged 65+ whereas younger age groups give a higher importance to friend and family recommendations.

REVIEWS AND HOLIDAY INSPIRATION The roles digital reviews and social media play in decisions

When reading reviews, information about the quality of service and cleanliness are more important to French travelers whereas surrounding attractions and special packages are less so.

Q When you read review/write-ups about potential locations/activities, what kind of information are you typically looking for? Please choose top 5


51%

40%

30% 30% 29% 29%

25% 23% 23% 23%

21% 20%

16% 15%

52%

35% 34% 33%

29% 30%

18%

23% 22% 20%

24% 21%

14% 16%

50%

26%

34%

29%

35%

39%

10%

24%

13%

17%

21% 22% 20% 21%

Global EMEA FRANCE

Around 60% regard the independence of a reviews as important. French travellers are more likely to judge a review by the ensuing comments but care less about where the review was found.

2%

7%

13%

25%

9%

32%

14%

30%

2%

11%

15%

18%

18%

25%

30%

43%

Other

Whether they openly speak for an organisation

Whether they are recognised as an authority on the subject

I'm not sure

Whether person been paid to do review

Assess the ensuing comments on the review

Where review was found

Whether review has balanced comments

Global FRANCE

Base: 500

Q When reading a travel review, how important is it that it’s an independent review? And Q How do you judge whether a review is independent or not?

Very important

12%

Quite important

49%

Not sure 20%

Not that important

16%

Not that important

at all 3%

Those aged 25-34 are the most likely to use social media platforms to get ideas and inspiration for holidays. Older age groups are much less likely to use it.

Q In the last 6 months, have you used Facebook, Twitter or another social media platform to get ideas and inspiration for:

16%

18%

16%

5%

18%

18%

16%

16%

8%

20%

15%

12%

7%

7%

14%

7%

10%

7%

3%

6%

9%

3%

7%

1%

1%

5%

0%

0%

0%

5%

Hotels

Travel destinations

Restaurants

Attractions

Vacation activities 65+

55-64

45-54

35-44

25-34

18-24

Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

DRIVERS FOR CHOOSING ATTRACTIONS

12%

33% 35%

22% 22%

30%

22%

3%

8%

4% 4% 1% 1%

39%

20% 18% 18% 17%

15%

10%

5% 5% 4% 4% 1% 1%

Accommodation/transport

Attractions/activities

Tickets for accommodation/transport are typically purchased from Online travel, Individual providers’, and Airline websites whereas tickets from attractions/activities are often purchase at the venue on arrival.

Q Where do you typically prefer to purchase your tickets to....

Base: 500

45%

41%

35%

28%

23%

19%

15%

11% 10% 9%

37% 35% 35%

28%

21%

17%

13%

7% 5% 5%

33%

30%

35%

22% 22% 22%

12%

4% 4% 3%

Online travel websites

Airline websites

Individual providers websites

Traditional travel agent

Special offers via general

search

Tourist board websites

At the venue on arrival

Links/adverts connected to

Internet reviews

Links/adverts from

Facebook (Kaixin,

RenRen)

Links/adverts connected to

articles

Global EMEA FRANCE

Tourist board websites are slightly more popular to French travellers when purchasing tickets for accommodation/transport.

Q Where do you typically prefer to purchase your tickets for accommodation/transport


The overwhelming reason for choosing a location or an activity is value for money.

Base: 500

66%

29% 34% 35%

12% 14%

58%

21%

28% 32%

17% 13%

Value for money Relaxation Experiencing something different

Friends recommended it

It looked fun Convenience

Location

Activities you undertake

Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically choosing the....

61%

51%

45% 43%

33% 31% 29% 27% 28% 25% 25%

62%

47% 43%

35%

23% 22% 25% 24%

27% 26% 29%

66%

29% 34% 35%

12% 14%

26%

9%

18%

25%

50%

GLOBAL EMEA FRANCE

Relaxation is less important to French travellers whereas escapism is the second most popular reason for choosing a location.

Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically choosing the location


52%

44% 42% 41%

38%

27% 27% 24% 23%

21% 21% 18%

14% 13%

7% 7%

50%

39% 40%

31% 30%

18% 20%

25%

20% 20% 23%

14% 10%

7% 8% 5%

58%

21%

28%

17%

32%

13%

23% 21%

6%

13%

39%

11% 7% 8%

15%

9%

GLOBAL EMEA FRANCE

Again escapism is very important when choosing an activity whereas relaxation is less important. French travellers are less likely to choose an activity because it “looked fun”.

Q Thinking about why you go on vacation and what you are looking to achieve, which are the main reasons for typically choosing the activity


INTERESTS AND COMMENTING ONLINE

57%

53%

48%

41% 39%

34% 31%

25% 25%

18% 15% 14% 14%

10% 7%

4% 3% 2% 1%

32%

18%

27%

19%

27%

14% 14% 11%

9% 9%

5% 7% 7%

3% 4% 1% 1%

19%

0%

Interests Comment online

Q Which of the following interests for you or your holiday companions have?/Q Which are you most likely to comment about online?

Historical sites is the most common interest amongst French travellers with nearly a third commenting online about it.

Base: 500

55% 54% 53% 53% 50%

43% 41%

38% 36%

29% 26% 25%

22%

54%

41%

56% 58%

50%

41% 39%

32% 30%

22% 19%

22% 25%

48%

25%

57%

53%

39% 41%

31% 34%

25%

14% 14%

18% 15%

GLOBAL EMEA FRANCE

An interest in shopping is much less common amongst French travellers than EMEA and the global average. An interest in historical sites is more common.

Q Which of the following interests for you or your holiday companions have?


56% 56% 54%

42% 42% 40%

35% 32%

23% 23% 21% 21%

14%

49%

59%

45%

36%

20%

42%

28% 28%

33% 33%

16% 19% 19%

56%

52%

40% 39%

16%

50%

23% 26%

47%

30%

13% 16% 15%

60%

55%

42% 40%

10%

53%

24%

33%

39%

22%

13% 11% 11%

67%

43%

10%

24%

0%

43%

5%

38%

29%

5% 5%

0%

10%

18-24 25-34 35-44 45-54 55-64 65+

Historical sites is the most prominent interest across all age groups apart from those aged 25-34 who are most interested in relaxing by the pool or beach.

Q Which of the following interests for you or your holiday companions have?

Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21

29%

25% 25%

23%

16%

14% 14% 13%

12%

10%

18%

16%

23% 24%

26%

15% 16%

13% 12%

10%

8%

23%

11%

27% 27%

32%

19% 18%

14% 14%

9%

7%

19%

GLOBAL EMEA FRANCE

French travellers comment online about what they are most interested in. Nearly a third will comment on historical sites.

Q Which are you most likely to comment about online?


TECHNOLOGY ON VACATION

81%

44% 42%

32%

21%

11% 4% 10% 3% 7%

49%

15%

40%

3% 11% 1% 3% 10%

Gadgets taken

3G or WiFi access

Taking a camera on holiday is common with over 80% of French travelers taking one. Taking some type of phone is also common.

Q When travelling on a leisure break, what gadgets do you tend to take with you?/Q Which do you make sure you have 3G or WiFi access on?

Base: 428 Only those with Smartphone, standard mobile phone, e-book, notebook/laptop computer or iPad/tablet

Around 40% are likely to download and app whilst on vacation. Google maps and Mappy are particularly popular.

Very likely 11%

Quite likely 28%

Not sure 22%

Not very likely 20%

Not at all likely

26%

Q How likely are you to download apps which are specifically related to your trip (e.g. city guide) before you go on vacation?

Q Can you name them?

The larger the word, the more frequent the mention


Weather apps are the most used amongst French travellers whereas orientation maps are also popular.

Q What type of travel app do you use most often on your Smartphone/tablet device while on vacation?

7%

7%

14%

16%

18%

22%

28%

32%

34%

Airline app

World clock

Translation/language app

Public transport

Currency app

Restaurant finder

City guide

Google maps/GPS

Local weather


40% 38%

37%

25%

22% 21%

18% 17%

14% 13%

12% 11%

1%

24%

35% 36%

30%

20%

16% 18%

10%

13%

10%

6% 6% 7%

1%

29%

32%

28%

34%

22%

16% 18%

7%

14%

7%

4% 4% 4%

1%

32%

Global EMEA FRANCE

French travellers are less likely to use apps whilst on vacation compared to EMEA and the global average.

Q What type of travel app do you use most often on your Smartphone/tablet device while on vacation?


Apart from keeping in touch with friends and family and taking photos/videos, mobile devices are rarely used whilst on vacation.

Q What do you tend to use your mobile device for when travelling for leisure purposes?

3%

5%

5%

11%

14%

17%

20%

20%

31%

70%

Read e-books and e-magazines

Watch videos

I don't travel internationally

Work related e.g. Checking e-mails

Listen to music

Social media networks

Keeping up-to-date current affairs

Surfing the web to research surrounding areas

Take photos/videos

Keeping in touch with family/friends through …

Base: 500

French travellers use their mobile devices less whilst on vacation in comparison to EMEA and the global average.


Q What do you tend to use your mobile device for when travelling for leisure purposes?

68%

43%

33%

28%

23% 22% 20%

11% 9%

7%

69%

38%

25% 21%

17% 13%

16%

6% 6% 6%

70%

31%

20% 17%

14% 11%

20%

5% 3%

5%

GLOBAL EMEA FRANCE

SOCIAL MEDIA

On and after vacation

Over a third of French travellers will share a video or photos of their holiday experiences whilst on vacation.

Q Thinking about your interaction with social media platforms whilst you are away on your trip, when you’ve been away which of the following have you done?

Base: 500

5%

11%

13%

13%

14%

15%

15%

17%

34%

Tweet about your experience

Comment/write on the location/experience's social media property

Comment on a news story about location/experience

Check-in at a physical location using social media

Liked the location on social media

Share a blog post/news story related to your travel destination using social networking

Write a review on a travel related to forum

Sign up for a coupon/loyalty programme for the location/experience

Share a video or photos of your experience

French travellers are less likely to get involved with social media platforms whilst away on vacation.

13%

5%

11%

17%

13%

15%

14%

15%

34%

10%

9%

10%

13%

15%

14%

20%

17%

42%

12%

15%

16%

17%

18%

20%

22%

24%

47%





"Check-in" at a physical location using social media

Write a review on a travel related forum

"Liked" the location on social media



GLOBAL EMEA FRANCE



Around 60% of French travellers could be persuaded to get involved in social media sites whilst on vacation with nearly 40% citing free WiFi as something that could persuade them.

Q Which of the following would persuade you to create online content or get more actively involved with social media sites while on your vacation?

2%

4%

6%

9%

10%

10%

11%

15%

38%

38%

If it was related to some kind of celebrity competition

If it was made into more of a game

If the location/experience took the photo for/of me for free and easily enabled me to post it

Ability to connect to social media platforms on my mobile phone

Being recognised/rewarded on the spot by a member of the staff at given loaction for my participation

Cheaper international data packages

If the content was something my friends and family would enjoy seeing

Being rewarded through a loyalty/discount scheme for participation

Nothing would persuade me

Free WiFi at the location

Base: 500

2%

4%

6%

10%

11%

9%

15%

10%

38%

38%

3%

6%

9%

12%

16%

12%

19%

21%

34%

42%

6%

8%

16%

17%

21%

22%

24%

25%

25%

49%



If the location/experience took the photo for/of me for free and easily enabled me to post it

Being recognised/rewarded on the spot by a member of the staff at given loaction for my participation


Ability to connect to social media platforms on my mobile phone

Being rewarded through a loyalty/discount scheme for participation

Cheaper international data packages

Nothing would persuade me to get more involved

Free WiFi at the location

GLOBAL EMEA FRANCE

French travellers are less likely to be persuaded into getting involved in social media sites whilst on vacation

Q Which of the following would persuade you to create online content or get more actively involved with social media sites while on your vacation?


Nearly a quarter of French travellers will write a review after returning from vacation.

Q Which do you typically do within around a month of returning from your vacation?

5%

9%

12%

12%

14%

15%

16%

23%

41%










Base: 500

Writing reviews and signing up for coupon/loyalty programmes is most popular amongst older age groups whilst using social media platforms is more popular amongst younger age groups.

4%

5%

7%

12%

12%

18%

32%

35%

39%

17%

7%

11%

19%

8%

13%

18%

19%

40%

16%

7%

21%

13%

11%

11%

18%

14%

27%

22%

0%

17%

13%

16%

6%

5%

5%

27%

7%

1%

25%

1%

18%

7%

1%

1%

39%

33%

10%

33%

14%

29%

10%

14%

14%

29%










65+ 55-64 45-54

35-44 25-34 18-24

Bases; 18-24:57, 25-34:132, 35-44:135, 45-54:88, 55-64:67,65+:21


In order to get French travellers more involved in social media, a loyalty/discount scheme as well as making content relevant to friends would help.

Q What about when you return from vacation, what would persuade you to create online content or get more actively involved with social media sites?

Base: 500

3%

6%

8%

8%

9%

10%

19%

22%

38%


Location/experience took photo for/of me for free

Other

Connect social media platforms on my mobile phone

Recognised/rewarded by staff at given location


Rewarded through loyalty/discount scheme


Nothing would persuade me to get more involved

French travellers are more likely than EMEA and the global average to comment online about their negative experiences whilst on vacation.

GLOBAL EMEA

FRANCE


Positive 35%

Negative 6%

Both equally

42%

Neither 17%

26%

7%

44%

23%

15%

10%

45%

30%

Q Are you more inclined to post about negative or positive experiences?

41%

23%

16% 15% 14% 12% 12% 9% 5%

Circle of influence: Social media and internet reviews

Initial decision on holiday

Whilst away on vacation

After returning

from vacation



12% 11% 11% 15%

23%

30%

Q To what extent do the following help with your initial decision of holiday destination tourist attraction or leisure activity? (those who answered agree or strongly agree)

5% 11% 13% 13% 14% 15% 15% 17%

34%

Base: 4600

Social media is used by a minority throughout the holiday process.

MERCI!!

text 100 digital index travel and tourism study 2012 france

Travel

ses global

country ofyes

country ofresidence50

country of residence40

country thanemea

country of residence42

times permonthbase

travel tourism