nSight, an aggregator of online consumer shopping intelligence for the travel industry, released insights on summer travel trends for Europe today.
Based on an analysis of nSight’s search and booking data of European travelers’ top destinations for June 1 – August 30, 60% of holiday nights booked will be in Europe and approximately 38% of summer night stays will be in the U.S.
Booking trends for Europe summer travel reveal strong U.S. visitation
New York is a top summer destination for Europeans across all regions, ranking #1 for all except Eastern Europe. It is no surprise that Paris is the #1 European destination booked by Europeans, with London as #2. The data reveals that European traveler behaviour is quite different across regions. For example, Northern Europe does the most booking to U.S. destinations while Eastern Europe primarily books European destinations first.
In terms of length of stay, 76% of holidays are for less than 4.0 nights. However, the stay average varies by destination and by region. For example, travelers to Berlin from the South stay an average of 3.9 nights, and the West stay 2.2 nights.
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Top 10 Destinations Booked from Europe by Region Advertisements |
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Rank |
Southern Europe |
Northern Europe |
Western Europe |
Eastern Europe |
|
1 |
New York (4.8) |
New York (3.7) |
New York (4.0) |
Rome (5.8) |
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2 |
Paris (3.1) |
London (1.4) |
Las Vegas (3.0) |
Paris (5.8) |
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3 |
London (3.2) |
Paris (2.4) |
London (2.8) |
New York (4.2) |
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4 |
Madrid (1.6) |
Las Vegas (3.9) |
Paris (2.2) |
Nice (3.5) |
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5 |
Venice (2.5) |
Amsterdam (2.3) |
Amsterdam (2.9) |
Milan (2.6) |
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6 |
Rome (2.2) |
Barcelona (3.3) |
Barcelona (4.4) |
London (3.3) |
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7 |
Amsterdam (3.5) |
Rome (3.0) |
Berlin (2.2) |
Dubai (2.0) |
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8 |
Barcelona (1.5) |
Orlando (8.1) |
Munich (2.1) |
Barcelona (3.1) |
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9 |
Miami (2.9) |
Boston (3.5) |
Miami (2.5) |
Warsaw (1.0) |
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10 |
Berlin (3.9) |
Venice (2.6) |
Vancouver (2.4) |
Oslo (3.5) |
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Source: nSight database of hotel bookings on third-party travel websites worldwide |
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nSight’s comprehensive view of consumer travel intent across thousands of global third-party websites, including online travel agencies (OTAs), tour operators and vacation rental sites, enables destinations to understand who is searching and booking them and use that insight to respond to market conditions in order to increase visitors and optimize marketing ROI.
Search trends for Europe suggest travel intent
Search behavior for the same period provided interesting indicators of travel intent for Europe because consumers who shop online may ultimately make final purchases via other channels such as direct to the property or through a travel agent. Search trends are strong predictors of regional demand and show relative visibility of the destination as suggested by their performance on third-party websites compared to other destinations.
Key search trend highlights for the summer include:
- London is the #1 searched destination for Northern and Western Europe, while Paris is #1 for the South and Rome is #1 for the East.
- One Ireland destination breaks into the top 10 with Dublin ranking the #9 destination searched by Northern Europe for summer travel.
- Dubai appears on the top search destinations for Eastern Europe, ranking at #8.
- 6 out of 10 top destinations searched are in Spain for Southern Europe; Sardinia destinations (Cagliari and Sassari) are popular for Eastern Europe.
- Germany makes the top 10 destinations for Western Europe searches with Berlin at #6 and Munich at #10.
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Top 10 Destinations Searched from Europe by Region |
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Rank |
Southern Europe |
Northern Europe |
Western Europe |
Eastern Europe |
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1 |
Paris, FR |
London, GB |
London, GB |
Rome, IT |
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2 |
Madrid, ES |
New York, US |
New York, US |
Iraklion, GR |
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3 |
New York, US |
Paris, FR |
Paris, FR |
Barcelona, ES |
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4 |
Barcelona, ES |
Barcelona, ES |
Barcelona, ES |
Cagliari, IT |
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5 |
London, GB |
Malaga, ES |
Rome, IT |
Paris, FR |
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6 |
Rome, IT |
Palma, ES |
Berlin, DE |
London, GB |
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7 |
Valencia, ES |
Las Palmas, ES |
Iraklion, GR |
Sassari, IT |
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8 |
Malaga, ES |
Santa Cruz de Tenerife, ES |
Los Angeles, US |
Santiago, DO |
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9 |
Murcia, ES |
Dublin, IE |
Palma, ES |
Lemesos, CY |
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10 |
Las Palmas, ES |
Los Angeles, LA |
Munich, DE |
Malaga, ES |
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Source: nSight database of hotel bookings on third-party travel websites worldwide |
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A customized web-based application, nSight allows city, state or country DMOs and hotels to benchmark performance against their competitive sets across more than 5,000 third-party websites. With easy to follow data visualization, concise analytics and compelling graphics, the first-in-class BI solution’s intuitive interface allows users to discover trends and reveal opportunities at the both the consumer and geo-market level, and then act on the information quickly.
