HOW AMERICANS AND EUROPEANS DO THEY CHOOSE THEIR TRAVEL DESTINATION?

The traveler has the freedom to choose his destination, that is to say, without the incentive to visit relatives or friends, attending a special event like a wedding or to go to a second home, is the ideal target for organizations of destination management (BMD). In 2011, 78% of German travelers and 58% of American tourists and their chosen destination. What is the decision process of these coveted clients? What are the sources of influence in their choice? How can we maximize the chance of being popular destinations? The firm PhoCusWright has addressed the issue and unveiled the results of surveys conducted among top four international markets of Quebec, the United States, France, the United Kingdom and Germany.

Respondents to the online survey were to have made ​​at least one leisure trip including a night in a hotel or travel by plane, train or in the case of European respondents.

TRAVEL FREELY CHOOSE
The incidence of leisure travel, the destination was chosen independently increased in 2011, particularly among Europeans. German travelers topped 78% of them have done this type of trip in 2011 American travelers are the least likely among the markets studied, choose their destination in this way, with an incidence of 58%. Americans are more likely than Europeans to select a location in order to visit friends or family. But stays freely chosen without constraints, are still the largest share of travel for the four markets.

PROFILE OF INDEPENDENT TRAVELERS
Because they choose their travel destination and that choice is not directed by family or friends, independent travelers, let's call them, represent a market that reacts to marketing strategies and promotional efforts of DMO. In addition, these potential visitors traveling more often than average, spend more and are more likely to leave their country.

SOURCES OF INFLUENCE IN THE CHOICE OF DESTINATION
The factors influencing the choice of destination in the case of independent travelers vary from market to market. Surveyed on their last trip freely chosen in 2011, respondents in four markets reported in large numbers factor "personal interest in visiting the destination" as an influence in their choice. The climate, the price of accommodation and previous experience are criteria they evoke too.

Four markets, it is the Americans who are most likely to choose a destination based on past experience (destination already visited), with an incidence of 35%. The French instead opt for new destinations, with only 20% returned to the same place. German and British travelers are influenced by hotel establishments in the respective proportions of 27% and 24%. Americans see more than other travelers available activities (23%) and special events (14%).

SELECTION PROCESS OF DESTINATION
The majority of respondents in the four markets already considered a precise destination before planning their last trip chosen independently. In fact, the desire to see the destination justifies traveling, especially in the case of British (64%) and Germans (56%). The second most common approach is to select a destination among those being considered. The proportion of Americans who did so more than doubled in 2011 compared to 2010, while it declined in the case of travelers who had one destination in mind.

BMD wishing seduce travelers as they began the planning process must be very persuasive in a favorable position, unless they are already part of destinations being considered by travelers. Indeed, during their last stay independently selected, less than 10% of respondents across all markets, considered new options once they have begun the planning process. However, the same proportion began planning travel without a specific destination in mind. In addition, approximately 8% of French travelers had not planned trip, but took advantage of a promotion; this proportion is less than 5% for other markets.

However, the likelihood that an organization of destination management influences a traveler in planning stage increases substantially if the destination is already part of they wish to be one day. The study argues here that the most effective approach to increase the number of visitors should be developed in the long term to create, over time, the desire to visit the area or country.

INTERNET ALWAYS A LITTLE MORE!
Internet, even more than last year, plays a major every step of the planning process role. Depending on the market, at least 74% of travelers surveyed have visited at least one Web site when selecting the destination. When it comes time to compare offers, this proportion rises to 86%. Online bookings are made ​​by at least 73% of them and 83% of British travelers. Sharing experiences and travel reviews on the web is growing, especially among German travelers, who are 60% ​​having done so in 2011.

The tools on the Web, especially interactive maps, reviews of sites online agency, professional images and virtual tours, shared by travelers photos as well as the advice of professionals trips available online exercise influence much of the potential visitors.

Source : http://veilletourisme.ca/2012/03/19/comment-les-americains-et-les-europeens-choisissent-ils-leur-destination-de-voyage/