What are my Priority Markets I should invest in?

Which Product Portfolio offers me the best opportunities?

Which travel destinations are currently perceived as “safe” and which are not?

Business/MICE Trips to Asia Pacific – a growing segment?

How large is the Luxury Travel Market?

What is typical for the travel market of the Golden Generation?

Special Reports

“Impact of the current Terror Threats on International Travel Behavior”

In February 2016, September 2016 and January 2017, IPK International surveyed outbound travelers in 20 countries in Europe, Asia, Middle East, North and South America in order to ascertain “how the current terror attacks and terror warnings are influencing the travel behavior in the next 12 months”.

The report includes results for the below mentioned source markets regarding the changes in travel behavior that can be expected in the next 12 months and covers the following information:

  • In which source markets the terror threats will strongly influence the travel planning/travel behavior in the next 12 months (terror-sensitive markets) and in which source markets not (terror-resistant markets)?
  • Which target groups are most terror-sensitive?
  • What kind of reactions/changes in travel behavior are to be expected due to the terror threat?
  • If there will be a decrease of outbound travel and therefore an increase of domestic travel?
  • Which role the aspect of “safe” travel destinations will play regarding the travel decision?
  • Hence, which travel destinations are currently perceived as “safe” and which are not?
  • Thus, which travel destinations could profit from their “safety image” as a demand driver and which ones should try to improve their image to avoid losing demand?


The information obtained from this report will allow destinations and other tourism players to adjust their marketing activities to the changed conditions in the individual source markets and thus lessen or even prevent negative development.

The study’s data is based on surveys representative of the population carried out in the scope of IPK’s World Travel Monitor®, the world's largest primary international tourism & travel study on international travel behavior.

Source Markets included in the study are:
Germany | Great Britain | France | Italy | Spain | Netherlands | Belgium | Switzerland | Austria | Sweden | Denmark | Finland | Ireland | Russia | Poland | USA | Brazil | China | Japan | South Korea

The safety image was asked in all 20 source markets for the following important travel destinations:
Germany | Switzerland | France | Italy | Malta | Spain | Portugal | Bulgaria | Hungary | Turkey | Greece | Croatia | Austria | Great Britain | Ireland | Netherlands | Denmark | Belgium | Sweden | Norway | Finland | Poland | Russia | Baltic | USA | Canada | Mexico | Brazil | Peru | Colombia | Costa Rica | Dominican Republic | Cuba | Jamaica | China | Thailand | Singapore | Malaysia | India | Australia | Dubai | Abu Dhabi | Qatar | Saudi Arabia | Oman | Jordan | Israel | Egypt | Morocco | Tunisia | Republic of South Africa

The study’s data is based on surveys representative of the outbound traveling population carried out in the 20 source markets mentioned above. In February 2016 / September 2016 and January 2017, people having traveled abroad within the past 12 months were asked about their reactions to the current terror threats on their international travel behavior

Delivery of the report:
For Sept. 2016 data: 10 working days after written confirmation
For January 2017 data: Available in April 2017
Report cost:
Full Report: 9,500 EUR
Tailored study: Starting from 2,900 EUR
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European Golden Generation Travel


This report details the characteristics of the outbound travel behavior of the more mature European travelers (55+ years) including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.

including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.


including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.

including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.

including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.

including the volume/size per source market, their preferred destinations, types of holidays, accommodations and modes of transport, information & booking behavior, length of stay and spending habits etc.

Report cost:
Starting from: 3,750 EUR
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European "Youth" Travel

This report details the characteristics of the outbound travel behavior of the young European travelers (15-29 years old) including the volume/size per source market, their preferred destinations and spending habits, types of holidays, accommodations and modes of transportation, information of booking behavior etc.

Report cost:
Starting from: 3,750 EUR
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World Luxury Travel Report

IPK's edition of this report gives essential facts and figures about the characteristics of the outbound travel behavior of World Luxury Travelers (defined as travelers spending more than 750 Euro per night/person on short trips or 500 Euro per night/person on long trips).

The report includes the volume/size per source market, spending habits, preferred destinations, types of holidays, accommodations and modes of transportation, information and booking behavior etc. The report answers questions such as: Where do Luxury Travelers come from? What are the top destinations? What are the preferred holiday types? Etc.

Report cost:
Starting from: 4,900 EUR
This report is also available as "European Luxury Travel Report", considering only European Luxury Travelers
Report cost:
Starting from: 4,200 EUR
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European Long Haul Trips / Trips to Asia/Pacific

This report includes the latest findings on the European long haul travel as a whole as well as on European travel to Asia/Pacific.

The report covers aspects such as the European long haul travel volume, the most important source markets, preferred long haul destinations as well as detailed information about the long haul travel patterns such as purpose of trip, holiday types, preferred types of accommodation, information & booking behavior, length of stay & spending, target group profile of the European long haul travel/traveler to Asia/Pacific.

Report cost:
Starting from: 3,950 EUR
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European Tour Travel Report

IPK's edition of this report provides an overview of the dynamics, structures and target groups engaging in the Tour Travel (round trips) undertaken by the Europeans.

It covers such aspects as market volume per source market, the top 10 tour travel destinations, preferred types of transportation & accommodation, information & booking behavior, length of stay, spending habits, motives/activities during a round trip, target group profile, etc.

Report cost:
Starting from: 3,750 EUR
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South American Trips to Europe

This comprehensive report on the travel behavior of the South Americans enables European destinations and other tourism players to build up their marketing strategies towards the South American market on hard market facts. The report is based on World Travel Monitor® surveys in  all South American source markets.

The report gives an overview of the South American outbound travel market as a whole (market size ranking, main destination countries, etc.), as well as a detailed depiction of South American travel behavior to Europe. Topics are amongst others: Purpose of trip & holiday types on trips to Europe, travel season, preferred types of accommodation, information & booking behavior, length of stay & spending habits, target group profiles of the South American travelers to Europe.

Report cost:
Starting from: 3,950 EUR
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Asian Trips to Europe

This comprehensive report on the travel behavior of the Asians enables European destinations and other tourism players to build up their marketing strategies towards the Asian market on hard market facts. The report is based on World Travel Monitor® surveys in altogether nine Asian source markets, namely China, Japan, Korea, Taiwan, India, Singapore, Thailand, Indonesia and Malaysia.

The report gives an overview of the Asian outbound travel market as a whole (market size ranking, main destination countries etc.), as well as a detailed depiction of Asian travel behavior to Europe such as: Purpose of trip & holiday types on trips to Europe, travel season, preferred types of accommodation, information & booking behavior, length of stay & spending habits, target group profiles of the Asian travelers to Europe.

Report cost:
Starting from: 3,950 EUR
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European Business and MICE Travel

This report provides an overview of the dynamics, structures and target groups of the European Business and MICE travel (Meeting/Incentive/Convention/Exhibition) and covers such aspects as the market volume, the top business / MICE destinations, preferred types of accommodation, length of stay, booking behavior, spending habits, etc.

Report cost:
Starting from: 3,950 EUR
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Asian Business and MICE Travel

This report provides an overview of the dynamics, structures and target groups of the Asian Business and MICE travel (Meeting/Incentive/Convention/Exhibition) and covers such aspects as the market volume per source market and for the top 10 Business/MICE destinations, preferred types of accommodation, length of stay, booking behavior, spending habits, etc.

Report cost:
Starting from: 3,950 EUR
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CUSTOMIZED WORLD TRAVEL MONITOR® PRODUCTS



Travel Market & Destination Reports


Based on World Travel Monitor® data, IPK International prepares customized
  • "Outbound Travel Data Reports"
    for more than 60 source markets worldwide
  • "Inbound Travel Data Reports"
    for more than 100 destination countries / regions / major cities worldwide
These Outbound and Inbound Travel Data Reports give a complete overview of the international travel volume and travel behavior of the respective source markets and/or destinations.

Report cost: On request

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Traveler Profiles


Based on World Travel Monitor® data, IPK International prepares special
  • "Outbound Traveler Profiles"
    for more than 60 source markets worldwide
  • "Inbound Traveler Profiles"
    for more than 100 destination countries / regions / major cities worldwide
Traveler Profiles contain a sociodemographic target group profile of the outbound travelers per source market respectively of the visitors to a destination.

Report cost: On request

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Selection of Priority Markets – Market Portfolio


As most destinations only have a limited marketing budget available, it is crucial to focus all efforts and resources on the right source markets. Based on a global market selection process, the most interesting source markets, which means those that are offering the best opportunities in the future will be identified.
To select the priority markets for a specific destination, more than 60 source markets in Europe, Asia, Arabia, North and South America (which covers 90% of the global international tourism demand) will be analyzed regarding different aspects (e.g. travel volume, travel trends, spending behavior, target groups etc.)

Result & Benefits:

  • Identification of those markets in which the destination should be present with active marketing measures (e.g. advertising, tourism representative office, PR, etc.)
  • Ranking of markets into 1st, 2nd and 3rd priority markets
  • List of markets which are not interesting (at least short- and medium term)
  • Share of marketing budget for each priority market/most efficient distribution of the marketing budget

Method/Database: IPK International’s World Travel Monitor®
Report cost: On request
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Selection of Priority Products – Product Portfolio


To enable a focused product development strategy and targeted marketing measures, those products/holiday types need to be identified in which the destination has the best opportunities regarding international markets.
The World Travel Monitor® records continuously the development trends of different tourism products and due to computer based trend evaluations, future trends for the different product segments can be made. (e.g. regarding Sun & Beach, Culture, Nature, Adventure, Health/Spa, Golf, Cruise, City Breaks, MICE, etc.)
To identify those segments where the destination has the best opportunities to compete effectively in the future and hence should focus on, all product segments will be evaluated by using different parameters (such as global market size, growth potential, current and potential importance for the destination, competitive performance, etc.)

Result & Benefit:
  • List of products/holiday types, offering the best opportunities for the destination in the future, which means those that are having the potential to pursue competitive product development for the destination (considering existing but also newly to develop products)
  • Ranking of the products/holiday types into into 1st, 2nd and 3rd priority products/holiday types
  • List of products/holiday types which are less relevant for the destination, due to little fit with own offer/products, less demand potential or a declining trend.


Method/Database: IPK International’s World Travel Monitor®
Report cost: On request
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Characterization of International Markets – Market Portfolio

For a successful positioning of a destination in the international markets, it is essential to get to know the character of each markets. Therefore, we recommend the elaboration of an in-depth “market profile” for priority markets. These market profiles inform e.g. about:

  • Market size/development of the market (market dynamics)
  • Main outbound travel destinations and assessment of the own market position/market share
  • Identification and assessment of interesting/suitable target groups/segments (e.g. aviation passengers, long haul travelers, high-end tourists, Sun & Beach, City, Tour/Culture, MICE, Stopover tourists, etc.)
  • Demand volume for different holiday types/products/segments
  • Holiday motives/activities
  • Preferred accommodation types and categories
  • Booking sites behavior (including all types of online bookings)
  • Preferred booking packages
  • Preferred information sources – including the role of the internet/social media and other digital media
  • Duration of the trip
  • Spending behavior
  • Socio-demographic profile of the travelers (gender, age, income, education, size of household, children in household)
For each source market of relevance, detailed information about the needs and expectations of the tourists will be given. This information constitutes an ideal data oriented basis for future marketing strategies and activities in these markets regarding:
  • Product management/product design
  • Sales/booking channel
  • Info/media channels
  • Role of digital media for travel planning and booking (also in comparison to “traditional” media)
  • Preferred accommodation types/categories
  • Price positioning
  • Target groups

Method/Database: IPK International’s World Travel Monitor®
Report cost: On request
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Destination Positioning & Benchmark Analysis


This analysis includes a characterization of the current international visitors as well as a benchmark against competing destinations, regarding the most important aspects of their travel behavior.
The research informs (amongst others) about:        

  • What kind of overnight visitors does the destination have
  • What are the typical travel and holiday characteristics
  • Which target groups visit the destination, and which target groups do the competitors attract
  • How is the positioning of the own destination against the competitors
  • Which gaps exist in comparison to the competitors, e.g. regarding
    • Source markets
    • Product segments
    • Seasonal spreading
    • Spending level
    • Length of stay
    • Specific target groups (e.g. upper income groups)
  • Which destinations are the best performers
  • What should the destination improve to be more competitive
All in all, the results of this analysis are an evaluation of the performance level of the own destination against competing destinations.
 

Method/Database: IPK International’s World Travel Monitor®
Report cost: On request
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Potential and Image Study


To gain a deeper understanding on how a destination is perceived by a source markets, in addition to the Market Profiles (based on IPK’s World Travel Monitor® data) some specific questions about the destination should be asked in a quantitative consumer survey in each of the priority markets.

Above all, the following topics should be surveyed:
  •  Image/awareness of the own destination in this market and (for a comparison) also for competing destinations
  • Future interest to visit the destination (future interest potential)
  • Interest in different holiday types/products/activities (product potentials)
  • Factors of attraction/main motives to visit the destination
  • Barriers/factors of rejection in relation to the destination
  • Accepted price levels
  • Target group profiles of the future interest potential
  • Etc.

This additional survey conducted in each of the selected priority markets should above all clarify:
  • The image/awareness the destination currently has in this market – also compared to the competitors
  • The  possible interest potential for the destination in the next years as well as the interest in different (also new) products and activities
  • Main motives but also possible barriers regarding the destination (thus possible key drivers vs. barriers/challenges)
  • Calculation of a Price-Sales-Function/Influence of the price level to the number of potential visitors


Method/Database: Quantitative Consumer Surveys
Report cost: On request
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CONTACT INFORMATION

Gottfried-Keller-Strasse 20
81245 Munich | Germany
+49 (0) 89 82 92 370
info@ipkinternational.com

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