engleski

Internet. http://www.ipkinternational.com.

The Travel Monitor is one of the most comprehensive and worldwide well-respected continuous survey of the international travel patterns. An outstanding feature of this data is in the fact that it offers directly comparable statistics on outbound travel and travel behaviour of international visitors. Main Travel Monitor findings are accessible at the web site: http://www.ipkinternational.com/. Travel Monitor has a long tradition as it is conducted in Europe over the last fifteen years, (since 1988) and, to the most professionals, it is known as the European Travel Monitor or ETM. Eight years ago this research was extended worldwide and, accordingly, renamed into the World Travel Monitor or WTM. In 1988, the ETM survey included 18 west European countries. However, two years later, with the fall of the Berlin wall and opening up of Eastern Europe, 6 countries joined in. Over the years, a number of countries included in the project increased. Consequently, ETM was gaining in importance and acceptance. It could be safely said that now, with 50 countries joining in the project, of which 36 are in Europe the Travel Monitor today covers the travel population of the main generating countries in the world. The Travel Monitor is carried out by the IPK International, which is a leading global operating consulting group specialized in tourism research and tourism marketing worldwide and especially in outbound tourism demand and market trends. The IPK International, based in Munich, conducts quantitative and qualitative market research. It works on development of marketing strategies, marketing plans and business development concepts at regional, national and international levels. The IPK International has been conducting the ETM since 1988, but the need to have comparable data not only for Europe but also for the rest of the world prompted the IPK International to extend the ETM into the WTM, including non-European countries such as USD, Canada, Brazil, Israel, China etc. The main task of this research is to collect quantitative (number of trips abroad) and the most important qualitative information about outbound trips (destination countries, purpose of trip, type of holiday, transportation, accommodation, duration of trip, expenditure, some socio-demographic characteristics of travellers, etc.). One of the main advantage of such approach is, besides its continuity, the uniform methodology applied in every country so that the data is comparable enabling therefore trends in the travel patterns to be detected early. In addition to WTM and ETM research, the IPK experts manage comprehensive database on consumer demand in tourism. They use this database to compile special reports such as Guide to Global Travel Trends, Future Holiday Intentions for the next Three Years and similar. The IPK has, very early, realised the importance of Internet for the travel trade. Thus, from 1999, it also collects data on the frequency of Internet use when planning and booking travel, published as the European Internet Travel Monitor. The data on the Internet use for the travel is gaining in importance as the number of Internet users and their propensity to use it for travel information and reservation is growing. More information about a variety of IPK activities could be found at their web site. Nevertheless, for tourism industry experts, the most interesting are results of the Travel Monitor research. Every year, the latest World Travel Monitor findings are usually presented at the ITB Berlin in March. The IPK web site features press releases with the up to date result available for download free of charge. A very brief overview of the WTM and ETM results is presented here. The WTM research highlights the list of thirteen global travel trends in the world: considerable growth of security related concerns, more domestic holidays, more holidays in neighbouring countries, a boom in intraregional travel within the European Union, fast rate of growth in the eastern hemisphere, explosion in low-cost demand, significantly more car and bus trips, even more last minute bookings, even stronger growth in online travel bookings, worldwide run on more value for less money, and on the opposite side, significantly less overseas trips, business trips and traditional plane trips. The number of global inbound trips in the world in 2002 is 2.5% higher than in the previous year. While Asian-Pacific destinations registered growth by 8% and Europe by 2%, American and African destinations recorded drop by 4%. Although development of outbound travel in Europe was positive, it was not as dynamic as in Asia. The factors that propelled the growth of the travel in Europe, according to the ETM were recovery of world economy, improved psychological climate and increased value of Euro. However, the growth was also slower than desired due to the aftermath of the September 11, terrorist attacks in Bali, still uncertain economic climate due to the slow economic recovery, fear of unemployment and of new terrorist attacks. The Europeans took about 415 million outbound trips in 2002. In comparison to the previous year it was nearly 2% higher. The average length of stay was about 9.6 nights. Outbound overnight volume generated by Europeans rose by 3% compared to the previous year to 4 billion international overnights. By type of trips, while leisure trips and VFR (visit to friends and relatives) grew, business trips registered drop of 6%. In 2002, Europeans spent about 323 billion Euros on outbound trips. The average trip expenditure was about 933 Euro, and average daily spending was about 97 euro. Noticeable is a slight decrease in average daily spending by 4% compared to the previous year. This decrease in average spending is partly due to the decline in the number of business trips (which are usually characterised by higher spending level) and a boom in highly innovative low cost offers. Summer season was attracting about two thirds (66%) of all outbound European trips undertaken during 2002. About 45% of outbound trips were organised, at least partly, by travel trade. One fifth of trips were short trips that have lasted no longer than tree nights. Regarding the European receptive tourism market, the rate of growth was uneven. Countries like Bulgaria and Croatia registered the greatest growth compared to the results realised in previous year. In 2002, the leading trends on the European travel market were: a) Growing trend of new low-fare airlines like Ryanair, Hapag Lloyd Express – HLX, and drop in traditional airlines usage for outbound travel (5% less). The IPK experts estimate that low-fare players will soon reach at least 30% share of outbound flight European market ; b) Another trend concerns the Internet online booking – while the market share is still rather small, the growth rates clearly indicate that online booking is finally finding the position long since forecasted by many Internet protagonists. In 2002, nearly every third Internet travel contact ended in some form of booking ; c) Generally, a mega-trend of more value for less money is evident. Findings of the ETM research have shown that in 2002, the leading generating markets in Europe were Germany, Great Britain and France, which are traditional market leaders. More than half of all trips of Europeans were generated from these three countries. Top ten leading markets in Europe were Germany (with a share of 23% in all European outbound trips in 2002), Great Britain (16%), France (7%), Netherlands (6%), Italy (5%), Switzerland (4%), Belgium (4%), followed by Sweden, Russian Federation and Spain (each by 3%). Thus, these top ten markets generate tree quarters of European outbound trips.

internet; European Travel Monitor

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