MMGY Global Portrait of American Travelers®: Destination Europe
Despite heightened fears over the safety and security of travel, 12.6 million Americans flew to Europe in 2015, and even more were tempted to do so. This report focuses on American travelers interested in visiting Europe during the next two years – who they are, their travel behaviors and preferences, and how they make vacation decisions.
Half of American travelers are interested in visiting Europe during the next two years. These estimated 32 million American households intend to spend an average of $203.3 billion on vacations during the next 12 months. Over three fourths currently have an active passport. These travelers have the means and desire to visit Europe, and this report focuses on helping to convert that interest into visitation.
This report focuses of the travel behaviors and preferences of American travelers interested in visiting Europe during the next two years, to provide insight to destination and service providers on how to message and reach these potential visitors.