Flight search analysis from January to April 2024 shows London, holding a 5% share of flight searches for travel to Europe, experiencing the greatest relative increase (+1.9 percentage points) for summer 2024. This surge is driven by the excitement surrounding the Paris Olympics and easy transport links to the French capital.
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Summer travel to Europe is set for a strong recovery as airline bookings rise, according to ForwardKeys. Their latest market research, released this week, forecasts a full return to pre-pandemic travel levels, with significant changes in traveler preferences.
ForwardKeys Director of Intelligence and Marketing, Olivier Ponti, stated: “The overall outlook is positive for global destinations aiming to attract European tourists in the coming years. With the pandemic-induced disruption to demand and bookings now behind us, the 2024 summer season is poised to set a new standard for European travel both within the region and beyond.”
London Most Searched Destination Amidst Paris Olympics Buzz
Flight search analysis from January to April 2024 shows London, holding a 5% share of flight searches for travel to Europe, experiencing the greatest relative increase (+1.9 percentage points) for summer 2024. This surge is driven by the excitement surrounding the Paris Olympics and easy transport links to the French capital.
Paris also remains popular (+0.5 percentage points), though its share of searches is slightly lower as many visitors to the Games planned direct travel well in advance. Istanbul (+0.4 p.p.), Rome (+0.7 p.p.), and Milan (+0.7 p.p.) also see increased popularity, while destinations in Spain, Greece, and Portugal (such as Athens, Lisbon, Madrid, Palma de Mallorca) lose ground after high demand in the post-Covid years, reflecting shifting European traveler preferences.
However, some destinations buck this trend, including Tenerife (+0.41 p.p.) and Izmir (+0.25 p.p.), which see the largest interest surge among mid-tier destinations. Northern European cities like Reykjavik (+0.21 p.p.) and Munich (+0.15 p.p.) are becoming more popular for their cooler summer climates. In Eastern Europe, Tirana (+0.07 p.p.) continues to gain popularity, joined by Yerevan (+0.03 p.p.) and Tbilisi (+0.09 p.p.), favored for their natural and cultural attractions and affordability.
Analysis of forward ticketing data for travel to European cities in July and August 2024 indicates a shift in consumer preferences towards nature (+19%) and urban (+14%) destinations over traditional sun and beach spots (+8%). This is evident at a subregional level, with year-on-year growth in international arrivals to Central/Eastern Europe (+25%), Western Europe (+15%), and Northern Europe (+13%) outpacing growth in Southern Europe (+11%).
European Outbound Travellers Focus on Asian Destinations
Outbound travel from Europe shows clear trends, with year-on-year growth in intra-European travel (+14%) and long-haul trips to various Asian markets (+16%). Forward ticket data for July and August indicates that European travelers are increasingly exploring destinations like Beijing (+132%), Osaka (+66%), Bangkok (+21%), Colombo (+21%), and Kuala Lumpur (+14%). These destinations benefit from improved connectivity, visa waivers for Europeans entering China, and the favorable Euro to Yen exchange rate. Moderate demand growth for US markets, such as Chicago (+14%) and Miami (+9%), is also notable.
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Source: ForwardKeys
