The world’s largest survey of travel intentions, from Travel Lifestyle Network, shows the main factors that influence the choice of destinations of the Portuguese and the consumers from 27 other countries. According to the survey, more than half of national respondents have a high eagerness to discover the world.
Portuguese wanderlust for travel is above the global average and the market’s travel purchasing behaviour is slightly above that of other markets.
This according to the world’s largest survey of travel intentions from leading PR consultancy group Travel Lifestyle Network (TLN) which was compiled for TLN by British think tank Thrive and market intelligence firm AudienceNet.
179,446 people in 28 countries, including Portugal, were surveyed by Global Web Index during the first quarter of 2022. Global Web Index supply source data to AudienceNet for analysis. The sample in our country consisted of 2,354 people. The study reveals that value for money is key when choosing a holiday destination, at a time when Portuguese consumers reveal a remarkable eagerness to discover the world.
When Portuguese consumers were asked what factors tended to influence their decision as to where they travelled, value for money emerged as the number one consideration with a total of 54%, compared with 26% of their global counterparts. For 36% of the Portuguese, the weather/ time of the year is an important factor, while 22% are looking for a cultural experience, 18% for having a relaxing experience, and 17% for a once-in-a-lifetime experience. Good facilities for children/families and being able to visit friends/family meet 15% of the preferences, and 13% of the respondents look for special offers/promotions.
The survey also indicates that 61% of the Portuguese consider travel as a “personal interest” – above the global average of 46% – while 52% of Portuguese consumers identify themselves with the statement “I like to explore the world,” compared with the global average of 46%.
“With TLN’s survey, we conclude that the percentage of Portuguese consumers who see travel as a personal interest (61%) is above the global average (46%). The results reflect a clear desire to travel, which is natural in the post-Covid climate and, in a way, is part of our explorer DNA. However, the results remind us of the need to consider value for money, which in 2022 became a determining factor for 54% of national respondents,” says Rúben Obadia, CEO of Message in a Bottle, Portuguese communications agency specialized in tourism and a member of the Travel Lifestyle Network.
While 11% of the globally surveyed had travelled for leisure overseas in the past three to six months, 24% preferred to travel within their own country. In Portugal, 12% of respondents traveled for leisure overseas in the same period and 25% chose to travel within Portugal, reinforcing the growing trend of domestic tourism.
The survey also revealed that in the next 3 to 6 months, 20% of the Portuguese are planning to holiday overseas and 29% are planning on taking a domestic holiday. The global outlook for domestic vacations is 24% and only 13% of the worldwide respondents worldwide were planning to holiday overseas, according to the survey.
Global Figures
When consumers were asked what factors tended to influence their decision as to where they travelled, value for money emerged as the number one consideration (26%); having a relaxing experience (21%); the weather/time of the year (20%); a cultural experience (15%); a once-in-a-lifetime experience (15%); being able to visit friends/family (13%); and good facilities for children/families (12%).
In the context of the evolving cost-of-living crisis, with inflation rates soaring in many countries, the travel industry needs to contend with consumer concerns relating to the price of travel. With value for money the factor that has most impact on decisions about where to travel on vacation for just over a quarter (26%), affordability is likely to have a significant impact on travel-related purchasing in the second half of 2022 and into 2023.
Overall, the survey discovered that wanderlust abounds with a strong desire to seize the experiences that travel offers in the post-Covid climate. Asked if they were “someone who likes to explore the world”, consumers were highly positive in all regions: Middle East and Africa (60%); North America (51%); Europe (49%); Asia-Pacific (44%); and Latin America (43%).
Survey respondents were asked what they had missed most during the pandemic and cited: exploring new places; a change of scenery; spending time with loved ones; relaxing or sunbathing; and eating different foods.
Says Virginie Le Norgant, Travel Lifestyle Network President: “Our report clearly shows how the rising cost of living is influencing every travel decision made today. This global survey highlights how an increasing number of consumers are seeking value-for-money when booking their leisure trip. Price, not necessarily quality, is going to be a key differentiator to attract consumer spend in the remainder of 2022 and in early 2023.”
To download the full TLN State of Travel Global Survey, click here.
