2025年欧洲旅行者期望与行为演变研究报告（英文版）-EY安永_68页_9mb

EY Future Travel Behaviors Observatory Summary (2025 Edition)

Core Content

The EY Future Travel Behaviors Observatory 2025 provides an in-depth analysis of changing travel behaviors and expectations across five European countries: Italy, France, Germany, the United Kingdom, and Spain. The study involves over 5,000 participants and uses both explicit questions and implicit psychological tests to uncover underlying motivations.

Main Findings

• Travel Intentions: Travel intentions for 2025 remain largely consistent with 2024, showing a continued desire to explore. 90% of Europeans plan at least one vacation trip, with 60% planning to travel abroad within Europe and 30% beyond the continent.
• Stability in Travel Demand: The trend toward stability in travel demand is observed, with the overall travel frequency slightly increasing. Italy remains the second most preferred destination after Spain.
• Impact of Inflation: 65% of travelers consider price a determining factor, but this has slightly declined to 58%. 2 out of 3 travelers may adjust their travel habits due to decreased purchasing power.
• AI Integration: AI continues to play a growing role in travel planning, with 50% of participants having used AI chatbots for travel ideas. 72% express interest in AI tools, while 28% show distrust.
• Sustainability: Environmental impact is considered important by 50% of travelers, but only 20% prioritize it over other factors. Generation Z is more environmentally conscious, with 12% never considering sustainability in their travel choices.
• Combined Travel: 50% of travelers are interested in combining business and leisure, with a significant increase among younger generations (79% for Gen Z, 67% for Millennials).

Travel Behaviors and Future Intentions

• Transportation Trends: Air travel is becoming more common, especially in the UK (73%) and Spain (71%). Train usage has increased notably in Spain, with a 10 percentage point rise.
• Factors Influencing Transport Choice:
  • Leisure Travel: Price (52%), total travel time (especially in Spain), and reliability/safety are key.
  • Business Travel: Travel comfort (43%), price (41%), and overall trip duration (38%) are the top factors.
• Travel Frequency:
  • 90% of travelers plan to take at least one leisure trip.
  • 18% plan between 5 and 10 trips, with the UK and Italy showing the most significant increases.
  • 36% plan to travel for business in 2025, up from 34% in 2024.

Influence of Overtourism

• Overtourism is a growing concern, with 80% of travelers seeking alternatives to crowded destinations.
• Strategies to Avoid Overtourism:
  • 42% intend to travel off-season.
  • 36% will choose lesser-known destinations.
  • 35% avoid group travel.
  • 30% prefer "slow" tourism.
• Traveler Preferences:
  • 39% support stricter regulations for inappropriate tourist behavior.
  • 37% are willing to book in advance to access popular attractions.
  • 1 in 4 are open to paying a tourist tax for crowded destinations.

New Generation of Travelers

• Generation Z:
  • 79% are interested in combining business and leisure.
  • 66% are likely to use AI virtual assistants for trip planning.
  • Strong commitment to sustainability, including willingness to pay for eco-friendly options.
• Travel Preferences:
  • High-speed connectivity on travel modes.
  • Preference for "slower" and mindful tourism.

Traveler Profiles

• Hypertravelers (9%): Frequent travelers seeking personalized experiences.
• Serial Vacationers (9%): Enjoy frequent trips with family and friends.
• Reluctant Travelers (9%): Not enthusiastic about traveling.
• Inflation Concerned (13%): Influenced by purchasing power.
• Techno-Travelers (17%): Tech-savvy travelers using digital tools and AI.
• AI Dislikers (12%): Distrust AI despite being digital natives.
• Eco-conscious Seniors (17%): Particularly concerned with environmental impact, advocating for more information and sustainable options.
• New Profile: Eco-conscious Seniors (Gen X and Baby Boomers) emphasize the need for sustainable travel options and information.

Travel Attitudes by Country

• France: 22% of travelers reduce vacation trips due to declining consumer confidence.
• Germany: 10% increase in train use for leisure.
• Italy: 6% increase in air travel for leisure.
• Spain: 10% increase in train use for leisure and 22% increase in travelers planning to increase their trips.
• United Kingdom: 26% of travelers plan to increase their leisure trips, and 76% prioritize personalization.

Desired Ancillary Services

• Travelers desire more free and paid services such as:
  • Personalized travel experiences.
  • Eco-friendly offers and information.
  • Financial incentives for sustainable travel.
  • Greater transparency in environmental impact data.
  • Technology-driven solutions like AI assistants and integrated digital platforms for planning and payment.

Conclusion

The EY Future Travel Behaviors Observatory 2025 highlights a shift toward more stable and conscious travel behaviors, with a strong emphasis on sustainability, technology, and the blending of business and leisure. While price still influences decisions, it is becoming less dominant, and travelers are increasingly seeking personalized, eco-friendly, and efficient travel options. The study also identifies evolving traveler profiles and regional differences in preferences and behaviors.