This summer is shaping up to be another busy travel season in Europe, according to the nearly 300 travel advisors who responded to the latest Need to Know survey from TravelAge West. Almost half (48%) of respondents say their European bookings are higher this summer than last year.
About two-thirds (64%) report that clients are not worried about overcrowding in Europe. In fact, high airfare (36%) and high prices in general (33%) are the top factors influencing travel decisions this year.
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In general, most agents say that the biggest change in European vacations is the preferred timing — 38% report that clients are booking for other times of the year besides summer.
Credit: 2024 TravelAge West
“My spring and fall Europe bookings are higher than 2023, although I don’t have a lot of clients inquiring about the middle of summer for Europe,” said Megan Vatnsdal, owner of Onyx & Evergreen Travel. “Typically, during the summer months, they desire either domestic vacations — often to Hawaii — trips to Asia or an Alaskan cruise.”
The majority of survey respondents (58%) also indicate that clients are looking at other destinations besides Europe for their summer vacations this year.
Depending on the request, I typically advise my clients to consider an off-peak time of year to visit Europe.
Leading the way is cruising/river cruising (54%), followed by the United States and Canada (48%) and the Caribbean (46%).
Credit: 2024 TravelAge West
“I’m seeing my millennial clients desiring to get more off the beaten path,” Vatnsdal said. “They are more receptive to hearing alternative options around the world and exploring somewhere they hadn’t considered. Many of my Gen X and Baby Boomer clients have specific bucket-list items they have yet to experience, and they know where they’d like to go when we have our consultation. Overall, I certainly have interest outside of Europe, and I find it quite exciting. I believe this is due to social media opening our minds to new and exotic locations.”
Advisors are adjusting their marketing to adapt to these alternative destinations in a variety of ways. Most say they are promoting off-peak travel times (59%), followed by looking for lower-cost alternatives (43%), showcasing alternative European destinations (40%), working with different destination management companies or travel partners (31%) and emphasizing flexible booking policies (26%). Eighteen percent say they are not changing their marketing at all.
Credit: 2024 TravelAge West
“Depending on the request, I typically advise my clients to consider an off-peak time of year to visit Europe,” Vatnsdal said. “I find it’s the best way to utilize their vacation funds, avoid the crowds and help their dollar go further.”
Looking ahead, most advisors expect European travel to increase slightly (43%) or stay the same (36%) in 2025.
Need to Know Survey Series
“Need to Know” is a research series from TravelAge West that tracks the responses of travel advisors as they relate to various travel trends and topics. This survey recorded the responses of 287 advisors across the U.S. See more Need to Know stories here.
