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The Return of Travel


Accor’s Northern Europe Study reveals the intent and expectations of travellers in 2022 and beyond

31 January 2022
Continental Europe

Executive Summary and Key Findings:

Accor polled 6,000 people across The UK, The Netherlands, Germany, Poland and Russia Pre And Post Omicron
Respondents intend to spend 39% more on travel in 2022, take an average of 4 trips in 2022 and will prioritise health & sanitary standards, booking flexibility and sustainability
Two-thirds of Europeans want to travel to boost mental well-being and relieve stress
Omicron’s impact on travel includes: 21% had to postpone one or more trips; 18% had to cancel one or more trips and 25% are more likely to staycation in 2022
 

A new research study by Accor, a world leading hospitality group, reveals optimism about the return of travel in 2022 with travellers intending to spend an average of 39% more on travel in 2022 than they did in 2019 and to take an average of 4 trips this year.

The study asked 6,000 people across five countries - UK, The Netherlands, Germany, Poland and Russia - about their travel preferences and desires. The results were highly positive and indicate travellers value travel and vacation time more than ever. Despite recent setbacks with the Delta and Omicron variants, more than 80% plan to travel in 2022. They want to travel a lot and after two years of restrictions, they want to spend significant sums.

The research study forms part of an in-depth Northern Europe Travel Trends Report published by Accor examining how changes in behaviour post-Covid will change the way we travel, live, work and play in 2022 and beyond.

The desire for fly and flop has been heightened as beach holidays top the wish list for travel in 2022 with 33% of respondents planning sun and sand getaways. City breaks (26%) are expected to come back as the call of cosmopolitan culture returns. The rewilding of mindful travel continues, heighten by Omicron. Research pre Omicron indicated one in five (20%) sought country escapes, but the recent pandemic surge resulted in an increased desire for nature, with 30% of travellers seeking holidays in nature in 2022.  Omicron has doubled our desire to explore our own country – at the end of 2021 just 14% of travellers were planning staycations and at the start of 2022 that number has doubled to 28%. Overall 25% of respondents are more likely to staycation as a result of Omicron. After two challenging years, 14% of Europeans are planning all-out luxury, the trip of a lifetime to make up for all the lost travel in the pandemic years.

Italy has been identified as the number one destination for travellers from Europe. Furthermore, 55% of those surveyed intend to keep their travels within Europe, and of those willing to explore beyond the continent, 13% are planning trips to North America and 11% to Southeast Asia.

30% of people are actively planning and booking trips for the first half of the year, 50% for the second half of the year and nearly one in five (17%) are booking trips for 2023 already.

Whilst the appetite for travel is clearly strong, the study also shows what travellers expect to change with 1 in 5 (22%) saying their travelling priorities will be different post pandemic. Booking flexibility and high sanitary standards topped the list of what Europeans expect as a “must have” in 2022 and beyond. 31% want clearer health and safety standards and 1 in 5 (19%) would be willing to pay more for a hotel room if it had a recognised cleanliness initiative award, such as Accor’s global ALLSAFE health and sanitary label.  30% seek more flexibility on changes to bookings. Technology will also play a significant role in offering a more contact-light travel experience, with 23% of European travellers expecting more contactless payment options and 17% wanting an increase in hotel technology from WhatsApp customer service to improvements in hotel room TVs. People want to travel, they also want to be safe and are now adjusting to the fact that the two can co-exist. Given the uncertainty of the last few months, reassurance, both in safety and flexibility, is a must for travel in 2022 and beyond,

The way people travel is also tipped for change. 16% expect less air travel in 2022, 18% expect a return of rail and car travel and 13% expect trip stacking to continue as a standard in 2022 giving travellers the reassurance that at least one of the trips should go ahead as planned.

A rare positive to come from the Covid years is the increased awareness of sustainability as a priority consideration. Sustainability and the impact of the trip on the climate and planet is now a factor for 87% of people. This influences choice around where to go, how to get there, where they stay and what to do while onsite.

Mindful Travel is set to be a major trend in 2022. The emotional and experiential role of travel also has more prominence now than ever before. 66% agree, “One of my biggest priorities when going on holiday is boosting my mental wellbeing and leaving my stresses behind”.  After two years of restrictions, the adage of ‘a change is as good as a rest’ has never been truer. 67% agree, “Being somewhere different enables me to clear my head and restore some order in my life”.

Commenting on the findings and the report, Karelle Lamouche, Chief Commercial Officer, Accor Northern Europe, said: “Covid has not dampened our desire for travel, it complicated the process. Even though one in five had to cancel or postpone a trip due to the Omicron variant, people are still committed to travelling and to spending 39% more than they did in 2019. Last year travel was spontaneous, often booked and taken within a few days. Now, post Omicron, people are planning and booking travel already for the next three years. They have much to look forward to and make up for in 2022.

“It is clear that priorities have shifted in the last two years. Sustainability factors more than ever into the decisions people make.  Work/Life balance is no longer just a tag-line and travellers have a new awareness of the positive impact that travel has on their wellbeing. In fact, a staggering two thirds of us want to travel as a way of boosting our mental health.  We expect this trend for betterment, mindfulness, and wellbeing to be part of the travel experience for years to come, accelerated by the opportunities lost to Covid. Travel is back, experiences are back and Europe is starting 2022 with optimism.”

The Accor Northern Europe Travel Trends Report is available to download here.
 

Accor’s Top 10 Travel Trends
  1. HOLIDAY MILLIONAIRES - If they have the cash, people - after two years of restrictions - want to splash it.
  2. BIOPHILIA – The call of nature remains strong as travellers head to coast and country
  3. LINGER LONGER – Sustainability, mindfulness and workations all contribute to longer trips    
  4. CRAFTED CONTENTMENT – Self-improvement, learning and experiences in travel
  5. SOLITUDE – Solo-travel, self-care and ‘me time’ expected to boom in 2022
  6. HYBRID WORKING – The new business traveller, impacted by hybrid working, workspitality and new ways of working
  7. CITY CELEBRANTS – After two years of isolation, people want to feel part of human life again.
  8. THE NEW COMPANIONS - Big Bubbles, Gramping and Pets
  9. HOTEL RESIDENCES – The rise of branded residences
  10. LOYALTY – ALL: Accor Live Limitless, the ultimate travel companion
 
# # #
 
Notes to Editors:
  • Research stats to be attributed to Accor
  • Country-specific data is available on request
 
Methodology:
  • The research is a general population survey of 6,000 adults across Northern Europe. The UK polling sample was 2,000 people across the country, and 1,000 people in each other market - The Netherlands, Germany, Poland and Russia.
  • The research was carried out by OnePoll between 22nd September to 18th October 2021 and additional research between 14th to 21st January 2022 post Omicron.

ABOUT ACCOR

Accor is a world leading hospitality group consisting of more than 5,200 properties and 10,000 food and beverage venues throughout 110 countries. The group has one of the industry’s most diverse and fully-integrated hospitality ecosystems encompassing more than 40 luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor’s unmatched position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a creative hospitality company with a global portfolio of entrepreneurial and founder-built brands with purpose at their heart. Accor boasts an unrivalled portfolio of distinctive brands and approximately 260,000 team members worldwide. 68 million members benefit from the company’s comprehensive loyalty program – ALL - Accor Live Limitless – a daily lifestyle companion that provides access to a wide variety of rewards, services and experiences. Through its Planet 21 – Acting Here, Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticker: ACCYY) in the United States. For more information visit group.accor.com, or follow Accor on Twitter, Facebook, LinkedIn, and Instagram.

Press contacts

Sarah Wilson, Communications, Accor Northern Europe

sarah.wilson@accor.com

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  • Accor Northern Europe Travel Trends Report

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