Destination Brand 22: Presentation of first selected results
On 21 February and 28 February 2023 inspektour presented the first results from the Destination Brand 22 study, which examined profile characteristics and spontaneous associations to more than 150 destinations in ten countries at the end of 2022.
Which characteristics, attributes and values are associated with destinations? How high is the relevance of almost 50 image factors for the destination decision? How high is the general interest in almost 40 holiday activities in the source markets? And how can the general intentions to travel abroad be described?
These questions were the focus of the Destination Brand 22 study conducted by inspektour, the results of which were presented to DMO representatives from Europe during the webinar.
In addition to measuring the profile characteristics of tourist destinations and respondents’ spontaneous associations to them, data on current developments was also generated in an online survey representative of the population in ten different source markets (Germany, Austria, Switzerland, the Netherlands, France, Italy, Spain, the UK as well as the USA and China) from October to December 2022. The results show the relevance of image factors and brand characteristics for the destination decision, the general interest in various holiday activities (also in a time comparison) and the current intention to travel (abroad) for short and long holidays.
Key findings:
The DB22 results show that the attributes “hospitable” and “safe” have the highest general (destination-independent) relevance for destination selection in the DACH region. In addition, attributes such as “restorative / relaxing” and “great place to live” have a significant influence on the choice of holiday destination. Among the emotionally symbolic image factors and brand characteristics, among others those describing the quality of life and local tourism acceptance in the destination are gaining in importance and should be increasingly taken into account for brand development and positioning of destinations.
Overall, the rankings of holiday activities according to the respondents’ general (destination-independent) interest in them remain similar to previous studies. The top activity in the source market Germany is and remains (since DB18) “Relaxing and resting”. 78% of respondents in Germany stated that they are interested or very interested in this holiday activity in general. Similarly high values for this activity are also recorded in the source markets AT and CH (75% each) as well as the Netherlands (77%). “Relaxing and resting” is the top 1 activity in 7 out of 10 DB source markets. In addition, city-related themes have gained in importance again, for example in the source market Germany the general interest in the activity “Taking a city break” has increased by +4% percentage points compared to DB21 to a total of 60%. A similar trend can be seen for “Enjoying the (small) city flair / atmosphere” (+6%-points) and “Taking a city break with active recreation (e.g., on / in the water, cycling, hiking)” (+5%-points).
The general intention to travel abroad for short holidays (1-3 nights) within the next 12 months in the various source markets has risen slightly (in France with +1%-points) to significantly (e.g. in Spain and the UK with +13%-points in each case) compared to DB21. With the exception of France (here -1%-points), a similar trend can also be observed for the intention to travel abroad for short trips within the next 3 years. The intention to travel abroad for longer holidays (4 and more nights) can be interpreted in the same way as for short holidays for both periods. The results indicate that international tourism will continue to pick up again.
Recording and handouts:
Below you will find the links to the recordings and handouts:
Recording (in German) 21.02.2023 “Destination Brand 22: Presentation of first selected results – DACH + NL” + Handout (in German)
Recording (in English) 28.02.2023 “Destination Brand 22: Presentation of first selected results – all 10 soruce markets” + Handout (in English)
More DB22 webinars:
Are you interested in detailed results from the current Destination Brand 22 study? Please feel free to contact us at any time or register for further DB22 webinars focusing on the perception of city destinations, alpine regions, coastal destinations or business destinations (DB22 Business). Below you will find the corresponding dates and further information. Our webinars are free of charge:
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14 March 2023 I 10 a.m. (CET) I DB22 webinar – Insights for cities and metropolitan regions
Presentation language: English
21 March 2023 I 10 a.m. (CET) I DB22 webinar – The image of low mountain ranges and alpine regions
Presentation language: German
23 March 2023 I 10 a.m. (CET) I DB22 webinar – The image of coastal destinations
Presentation language: German
4 April 2023 I 10 a.m. (CET) I DB22 Business webinar – The image of business travel destinations
Presentation language: German
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We look forward to your participation!