HOW AMERICANS AND EUROPEANS CHOOSE THEM THEY TRAVEL DESTINATION?

The traveler has the freedom to choose his destination, that is to say without the incentive to visit relatives or friends, to attend a special event like a wedding or to go to a second home, is the ideal target for the destination management organization (DMO). In 2011, 78% of German travelers and 58% of American tourists and their chosen destination. What is the decision-making process of those coveted customers? What are the sources of influence in their choice? How can we maximize the chances to be among the top destinations? The firm PhoCusWright looked at the issue and unveiled the results of surveys conducted among top four international markets of Quebec, the United States, France, the UK and Germany.

Respondents to the online survey were to have made at least one leisure trip including a night in a hotel establishment or a trip by plane, or train in the case of European respondents.
TRAVEL FREELY CHOSEN
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 under consideration, to 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 chosen freely 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 headed by family or friends, independent travelers, call them and represent a market that reacts to marketing strategies and promotional efforts of BMD. In addition, these potential visitors travel more than average, spend more and are more likely to leave their country
SOURCES OF INFLUENCE IN THE CHOICE OF DESTINATION
The factors that influenced the choice of destination in the case of independent travelers vary from market to market. Surveyed about their last trip freely chosen during 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 experiences are the criteria they also evoke
Of the 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, as only 20% returned to the same place. The German and British travelers are influenced by hotel establishments in respective proportions of 27% and 24%. Americans see more than other travelers available activities (23%) and special events (14%).

PROCESS OF SELECTING THE DESTINATION

The majority of respondents in four markets already considered a specific destination before planning their last trip selected 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 choose 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

DMOs that want seduce travelers as they began the planning process must be very persuasive to position themselves favorably, if they are not already included in the proposed destinations 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. Nevertheless, the same proportion began his trip planning 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 probability that the destination management organization influences a passenger in the planning stage is substantially increased if the destination is already part of they wish to be someday. The study argues here that the most effective approach to increase the number of visitors must be developed in the long term in order to generate, over time, the desire to visit the region or country.
source : http://veilletourisme.ca/2012/03/19/comment-les-americains-et-les-europeens-choisissent-ils-leur-destination-de-voyage/