The European Travel Commission (ETC) has just released the results of a comprehensive new study on the way in which Americans and Canadians view Europe as a holiday destination…
The European Travel Commission (ETC) has just released the results of a comprehensive new study on the way in which Americans and Canadians view Europe as a holiday destination. The research seeks to answer the question, what should Europe stand for as a brand in North America?
The research was commissioned by the Research Group of the European Travel Commission on behalf of the ETC`s 33 member countries, and was conducted by Menlo Consulting Group, Inc. of Palo Alto, California. The report identifies motivations and barriers influencing travel, and discusses the implications for marketing Europe in the United States and Canada. The results of the survey are derived from in-depth interviews with members of the US and Canadian travel trade, and focus group discussions with US and Canadian international pleasure travellers.
Mr Tom Ylkanen, Research Manager of the Finnish Tourist Board (MEK), who led the research exercise on behalf of the ETC, noted that an assessment of Europe`s branding and positioning is timely in the light of recent market volatility stemming from 9/11, the war in Iraq, and economic conditions in the United States and Canada.
Perceptions of Europe continue to be overwhelmingly positive, with Europe`s primary appeals being its rich history, exceptional artistic and cultural attractions, appealing gastronomy and outstanding scenic beauty. Many travellers are also motivated by a desire to observe and experience the European lifestyle, which they perceive to be at a slower pace / less frenetic and more social and convivial than that in North America.
However, Europe also faces a number of significant barriers in the North American market. Americans and Canadians are increasingly concerned about the cost of travelling in Europe. Moreover, many Americans wonder whether they will be welcome in Europe in light of the political tensions stemming from the war in Iraq. Also, some American travellers remain skittish about the safety of international travel.
Rob K. Franklin OBE, ETC`s Executive Director, observed that the opening of Eastern Europe provides an opportunity for broadening the positioning and branding of Europe. However, he also pointed out that the vast majority of American and Canadian travellers have little knowledge of what the countries of Eastern Europe have to offer as tourist destinations. Even many travel writers and members of the travel trade know little about the region, and the perceptions they have are often outdated.
Mr Franklin noted that the Report concludes that that it is important for `Brand Europe` to be kept fresh and lively, and that travellers are receptive to depicting Europe in a more cutting-edge way.
However, it cautions against making contemporary Europe a central feature of the ETC`s positioning. The research clearly demonstrates that North American travellers are much more interested in historical Europe than in contemporary Europe !
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