LIFESTYLE TRENDS & TOURISM

HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRAVEL TO EUROPE

In today’s volatile economic climate, changing consumer behaviours have an increasing impact on global commerce. The speed of consumer change, the blurring of traditional demographic boundaries, the growing power of the consumer through technology and the nature of globalisation are making trend determination and their adequate exploitation essential for success.

This is particularly important in the tourism sector, where the traveller’s selection of goods and services is instrumental for living an experience. Shifts in consumers’ travel attitudes and behaviour in terms of experiences sought and responses to marketing messages will ultimately impact their travel product and destination choices.

The following content aims to provide meaningful information to destination management organisations and the broad audience about long-term behavioural and attitudinal trends in consumers’ lifestyles that ultimately shape and impact travel preferences. The presented information is part of the study on “Lifestyle Trends & Tourism” published by the European Commission.