Gathering indications on potential travel behaviour is therefore paramount to react to and capitalise on latest market trends. In 2016, long-haul travel markets are bound to tip the scales – the five outbound markets under scrutiny alone represent 11% of total European inbound travel.
Survey data reveals that travel sentiment for the next months is upbeat, more so in Europe’s largest long-haul market, the United States of America. Across markets, potential travellers are seeking unique cultural, outdoor and learning experiences. Are European destinations prepared to cater to these increasingly sophisticated travellers?