The new results from the Air Travellers’ Traffic Barometer1 produced by European Cities Marketing* and ForwardKeys** highlight that international arrivals in Europe globally increased compared to previous year, and emphasize the importance of long-haul markets.
During the third quarter of 2014, all international source markets grew by +5% compared to previous year, mostly driven by long-haul travellers (+9%), while the Intra-European market (standing for 62% of all arrivals in Europe) had a modest growth of 2%.
China and Middle East have driven growth from long-haul markets. While Ramadan’s end was key trigger for arrivals from Middle East, Chinese increase has been constant in the quarter.
The highest growth in longest lead times (+15.5%) suggests that leisure trips has driven performance during this third quarter; long lead times represent 26.9% of all bookings to Europe in the third quarter of 2014. However, very short lead times (less than 30 days) correspond to 25% of all arrivals and keep on growing (+8.8%).
Top 3 cities in volume remain London, Paris and Istanbul, while 4 Spanish cities jump to the top 10 most growing destinations: Valencia, Seville, Palma de Mallorca and Madrid.
Forward bookings trends for international arrivals in Europe during the fourth quarter of 2014 are 3.5% in advance versus last year, while long haul markets show a much higher expansion with +7.5%, in part due to their typically longer lead times. Forward looking information keeps London and Paris as top 2, while Rome is receiving more bookings than Istanbul. Most growing destinations for arrivals within next months show early bookers grow for Dubrovnik, Milan and Prague.
All ECM members have exclusive access to the complete European Cities Marketing-ForwardKeys Air Travellers’ Traffic Barometer with all the graphs and analysis.
1This analysis is based on Air Reservation Data propriety of ForwardKeys® as of 30th September 2014.
Perimeter: Includes air reservations made by passengers arriving in Europe and staying at least one night in destination, therefore excluding: “Transits”, “Day trips”, “One-way trips” and “Returns”.
Arrival period: 1 July – 30 September 2014 vs. 1 July – 30 September 2013.
Booking situation for next quarter: 1 October – 31 December 2014 vs. 1 October – 31 December 2013 according to bookings issued as of 30 September 2014 and as of 30 September 2013.
*European Cities Marketing is a non-profit organisation improving the competitiveness and performance of leading cities of Europe by providing a platform for convention, leisure and city marketing professionals to exchange knowledge, best practice and widen their network to build new business. European Cities Marketing is promoting and linking the interests of 110 members from more than 100 major cities in 36 countries.
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**ForwardKeys.com is a service of Forward Data S.L, a Market Research and Consulting Company registered in Spain. ForwardKeys is a Business Intelligence service bringing a new approach to operational traveller data intelligence for Destination Management Organizations (DMOs), Hotels Chains, retailers, airports, travel agencies, etc. leveraging non confidential Air reservation information. ForwardKeys provides to DMOs with travellers’ trends information and means to monitor and measure on a daily base the impact of their marketing efforts on past and forward bookings and to drive more business to their destination.
Sébastien Cron, firstname.lastname@example.org, +33 650 676 156