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Ptential and Pssibilities
rePrt, MedieMinisteriet 2011
MeMber of:
the nrdic utbund
travel Market
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readersguideThe report covers the outbound travel
market in the Nordic Countries: Sweden,Denmark, Finland and Norway. Differences
between the Nordic countries are relatively
small, so all essential points cover all four
markets. Country speciic information is
marked in italics.
All chapters start with a summary of the
most important points. This is followed by
a more extensive review of the subject.
The report is based on extensive research
carried out in May-June 2011. All research
sources are listed at the back.
Why investin the nrdiccuntries?
no o third largest outboundtravel market eop.
no o p 90 % more money than the averageEuropean tourist o foo, ommoo o w o o.
no o 5-6 weeks holiday .
The level of income in the Nordic countries is generallyhigh o- p of om p o.
no o the best tourists in the world mof p o fo .
o 60 % of no pop at least one vacation each year.
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cntents
01: The Nordic
Travel MarkeT
03: The ecoNoMic
SiTuaTioN iN The
Nordic couNTrieS
05: iMporTaNT
SegMeNTS
02: The Nordic
couNTrieS
04: Travel habiTS
06: bookiNg
behaviour
aNd plaTforMS
P. 06
P. 10
P. 24
P. 08
P. 14
P. 28
intrductin
Medieministeriet has been working with the
tourism and travel market for quite sometime, and throughout this period we have
experienced an increasing demand for more
information about the Nordic outbound
travel market among our clients and
partners.
This report should answer most questions
about Nordic tourists and their great
potential for the global tourism industry. Our
goal is to introduce Nordic tourists to those
who do not know them, explain who they
are, how they act and what they prefer. And
to explain the great potential of this
particular market.
In order to make the report relevant for as
many parties as possible, it covers general
tendencies across the four countries. We
hope this can serve as a foundation when
planning a strategy towards the Nordic
market.
If you want more detailed information, or
if you want to know more about what this
means for your destination, country or hotel,
you are always welcome to contact us.
Yours sincerely,
Henrik Koch
CEO, Medieministeriet
4
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01: the nrdictravel MarketAT TE N NTE
AE AE ATE, TN 25 N NATANT,TE N EN A TANT AET T-N TAE, AN T TET AET TNAET N EE.
They are big spendersNordic travellers spend more than USD20 billion on travelling each year.Currently, travel spending per capita inthe Nordic countries is among thehighest in the world, far surpassingspending in Germany and England.
They are frequent travellersThe high spending power facilitatesfrequent travel, and almost nowherein the world do people travel abroad asoften as the Nordic tourists.
They journey outside EuropeMore and more Nordic travellers(currently more than 18 %) head beyondthe borders of Europe each year in searchfor leisure and culture.
They plan more holidaysStatistics show that the Nordic touristsare planning more holiday travels in 2011.
TE ET TTA recent research study revealed that
Nordic tourists are the best tourists in the
world - based on ratings in ive different
categories:
1. Willingness to speak the local language
2. Polite and approachable
3. Willingness to adapt to local culture
4. Willingness to try the local cuisine
5. Give a generous tip
Nordic tourists take the lead when it comes
to willingness to speak the local language,
and they come in second in the next three
categories: polite and approachable,
willingness to adapt to local culture and
willingness to try the local cuisine.
When it comes to giving a generous tip,
Nordic tourists are only number four, but
since they are so well represented in all
other categories they earn the right to call
themselves the best.
suMMary
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02: the nrdiccuntriessWeden
opulation: 9.4 million peopleapital: Stockholm (1,900,000 people)acation: 6 weeks holiday each year
denMarkopulation: 5.5 million peopleapital: Copenhagen (1,182,000 people)acation: 5-6 weeks of holiday each year
Finlandopulation: 5.4 million peopleapital: elsinki (1,364,000 people)acation: 5-6 weeks of holiday each year
nrWayopulation: 4.9 million peopleapital: slo (599,000 people)acation: 5-6 weeks of holiday each year
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suMMary
EENT TAEE ENE
The level of income in the Nordiccountries is generally high and arecord-high percentage of income isspent on travelling. Nordic tourists percapita travel spending is among thehighest in the world and they travelabroad more frequently than othertourists in the world.
ver the past ten years, the Nordiccountries have had a noticeably greaterincrease in GDP than the average forWestern Europe, and this is expected tocontinue in 2011. Nordic tourists privateconsumption is also seeing a positivetrend.
Since there is a close correlation betweenpeoples private consumption andholiday consumption, this will have apositive inuence on the amount ofmoney spent on holiday travels toforeign destinations by Nordic tourists.
03: the ecnMicsituatin in thenrdic cuntries
03:ThEECoNoMiC
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Private
cnsuMPtin
sWeden
denaMrk
Finland
nrWay
2011
+2.4%
+2.1 %
+2.9 %
+2.5 %
2012
+2.6 %
+2.2 %
*
+2.5 %
2013
+2.6 %
+2.1 %
*
+2.2 %
2014
+2.5 %
+2.1 %
*
+2.1 %
2015
+2.5 %
+2.1 %
*
+2.2 %
gPd
sWeden
denMark
Finland
nrWay
2011
+3.1 %
+2.2 %
+2.9 %
+2.3 %
2012
+2.9 %
+2.3 %
+2.7 %
+2.6 %
2013
+2.8 %
+2.4 %
*
+2.7 %
2014
+2.5 %
+2.4 %
*
+2.6 %
2015
+2.4 %
+2.3 %
*
+2.4 %
EAT T TE NNTE N A AE
* Figures not availableSource: xford Economics
* Figures not availableSource: xford Economics
High Level of IncomeThe Nordic countries differentiate
themselves from other countries by
combining high standards of living and
a relatively even distribution of income.
However, the inancing of the Nordic
welfare model entails a heavy tax burden
and a major redistribution of income
compared to most other countries
throughout the world. The level of income
is generally high and differences in
income levels are relatively small in the
Nordic countries compared to other OECD
countries.
The Nordic economy is the 9th largest
economy in the world, surpassed only
slightly in size by Canada and Spain. Nordic
tourists spend almost USD 700 billion
each year with a record-high percentage of
that sum pertaining to travel and tourism
outside their own countries.
Economic Growth
Economic growth in terms of gross
domestic product (GDP) is a good indicator
for activity in business. This variable has
an apparent correlation with business
travel, but it also inluences peoples
holiday travel. The development in GDP
has an impact on elements such as peoples
wages, unemployment etc. and therefore
also on peoples private consumption, which
will affect peoples holiday consumption.
Larger GDP-increase than theWestern Europe-averageOver the past ten years, the Nordic
countries had a noticeably larger increase
in GDP than the average in Western Europe
(the 15 EU countries before enlargement).
Measured by GDP per capita, the Nordic
countries have a higher wealth than the
EU-15. Norways GDP per capita is as high
as 60 % above the EU-15 average, and
Norway is actually one of the countries
with the highest standard of living.
EAT T NTT ATE NTNPrivate consumption is determined by peoples income to savings ratio.
* Figures not availableSource: xford Economics
p , no o o gdP W eop.
03:ThEECoNoMiC
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04:travelhabitssuMMary
N x AN NEExEENE
The Nordic tourists travel a lot and theywill be travelling more in 2011 than inrecent years.
bout 50 % of all their travels are toforeign countries and overseas holidaytravel will become more popular in thefuture.
The Nordic countries are the third largestoutbound market in Europe.
Nordic tourists are looking for a warmclimate and cultural experiences whentravelling, while package tours and citybreaks are especially popular.
They are becoming more and moredemanding and will increasingly look forunique travel experiences in the future.
In 2009, Swedish leisure travellers spent
an average of 100 euro per person per day
In 2005, Norwegians took more than six
million vacations to foreign countries and
Norwegian tourists also increased their
average expenditure per person
In 2006, Nordic tourists spent 27 billion
euro on travelling, and that makes
the Nordic countries the third largest
outbound tourism marked in Europe, in
front of France, Spain and Italy.
On average, each Danish tourist over the
age of 15 spends about 1,167 euro on
their holiday (including transport,
accommodation and consumption)
Danish tourists aged 24 to 44 are the
biggest spenders with a travel budget of
almost 1,340 euro per holiday
The average holiday budget for Finnish
tourists in 2010 was about 1,500 euro
NumbErsdoNTliE
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How much do theytravel?Travelling is a distinction from peoples
everyday life. People from the Nordic
countries generally experience pressure
during their leisure time, which means that
travelling in the future will involve more,
but shorter trips.
Nordic people have long holidays
compared to other countries. 5-6 weeks
is the average for all four countries. They
often take 3 successive weeks in the
summertime, where they have the time to
travel abroad.
Generally, tourists from the Nordic
countries travel a lot and they will be
travelling more in 2011 than in recent years.
About 50 % of all their travels are to
foreign destinations
On average, around 60 % of people in the
Nordic countries take at least one holiday
each year and the numbers are increasing
During 2009, Finnish residents aged 15-74
made a total of 5.6 million leisure trips
abroad.
In Norway, there has been an increase of 4.6
% in travelling abroad from 2006-2011 and
since the millennium, Swedes holiday travel
has increased by 17.5 %.
According to new research, 50 % of Swedish
tourists are planning more travels abroad
in 2011 compared to last year. The corre-
sponding igures for Norway and Denmark
are 42 % and 36 % respectively.
How much moneydo they spend ontravelling?
Research shows that Nordic tourists
spend more money on travelling than any
other European group and the numbers
are increasing each year. The research
also shows that after Germany and UK
the Nordic countries are the marked that
spends the most money on travelling in
Europe.
Danish travel spending has for instance
grown 63 % in just three years.
Swedish tourists holiday consumption in
2011 is expected to amount to 11.1 billion
euro, while the Norwegian tourists are
expected to spend 11.9 billion euro.
r ow no o pmo mo o o eopop m .
Nordic tourists spend 90 % more moneythan the average European tourists on
food, accommodation and attractions while
away on holiday.
The average Nordic tourist spends
more than 1,000 euro when vacationing
(including transport, accommodation and
consumption).
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When and where dothey travel?
They travel in the summertimeNordic tourists mostly travel in the
summer period. Holiday travel lasting
more than 4 nights typically occurs in July
and August.
30 % of all Danish vacations in 2010 took
place in July and August. This is almost the
same in Sweden with 32.2 % of all annual
outbound travel.
Shorter trips becoming popularTravel patterns are changing, and the
number of tourists who take more than
one vacation each year is increasing. For
instance, they take city breaks in the Easter
period or autumn holidays, and then a
longer vacation in the summer or during
the winter.
They prefer a warm climateNordic tourists prefer to travel to destina-
tions with a warm climate where they can
relax and spend time with family, relatives
and friends. Experiencing big cities and
different cultures are other elements that
attract Nordic tourists when traveling
abroad.
Popular destinationsThe most popular holiday destination for
Nordic tourists is Spain. However, there
seems to be an increasing interest in
non-European destinations when buying
package tours.
Holiday destinations such as Turkey,
Bulgaria, Egypt and Tunisia are especially
popular. Holiday travel to these countries
is typically about 15 % cheaper and the
spending money will last longer.
Thailand is a very popular holiday
destination outside Europe and Nordic
tourists are among the most frequent
visitors to Thailand relative to the
countries populations. This is due to low
prices for lights and hotels and the
possibility for different experiences, which
is also important for Nordic tourists.
Approximately one out of four holidays go
to a destination outside Europe and the US
is one of the most popular destinations. It
is mainly in the winter that Nordic tourists
make these overseas journeys.
They like a good dealNordic travelers are very aware of
exchange rates and make good use of the
possibilities this brings.
I.e. the low dollar rate encourages them to
travel across the Atlantic.
How do they preferto travel?
The most popular forms of travel among
Nordic tourists are:
All-inclusive Package Tours
City Breaks
Cruises
All-inclusive Package ToursAll-inclusive Package Tours are especially
popular among families with children.
All-inclusive hotels and holiday apartments
are popular due to convenience and the
need to know the exact cost of a holiday.
t p , m
of o wo mo o o .
There is a widespread tendency among
Nordic families with children to have a
greater focus on luxury than before. This
means choosing 4 or 5 star hotels when
booking. Some travel agencies are also
experiencing an increase in exclusive
family travel, such as safari trips where
parents take their children out on great
adventures.
City BreaksGenerally city breaks are popular all year
round and the increasing supply of low-
priced lights to popular metropolitan
destinations has affected city breaks
popularity among Nordic tourists.
Destinations such as London and New York
are the most popular. London is attractive
because of cheap lights and New York is
enduringly popular.
t wp mo nofm w o
fo ox fo.
The purpose of this kind of break from
everyday life is to feel good, eat well and
do some shopping. Barcelona and Paris are
also popular all year round destinations.
CruisesCruises are another form of t ravel that
Danes dream about in particular, and
large ships with relative low prices and
smaller ships with relatively high prices
are popular.
How do they preferto stay?
Statistics show that hotels and similar
establishments are the preferred type
of accommodation for Europeans when
vacationing. This is also applicable to
Nordic tourists.
54 % of the Danish tourists prefer to stay
at hotels when travelling, while 20 %
lodge with family or friends. 5 % prefer to
go camping, 9 % want to stay in a rented
holiday home and 4 % have their own
holiday property.
Statistics show that 6.6 million Finnish
overnight stays were in hotels, which is an
increase of four percent since 2008. 3.9
million overnight stays were in rented
cottages, which is an increase of three
percent.
Norwegians also prefer hotels as their
irst choice of accommodation. 63 % stay
in hotels followed by campsites, rented
holiday homes and other commercial
accommodation.
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As people inthe Nordic countries travelmore, theyalsobecome more aware oftheculture and environmentof the places theyvisit, and theyreflectmore on their ownexperiences and lifestyle.
As tourism develops, there seems to bea shift awayfrom purelyexternal traveldeterminations, such as demographyandclimate towards internal determinations,such as self-developmentandcreativeexpression.
As travel experiences become richer, theyfeed the desire for more travelling. Peopleare thereforebecomingso-called careertravellers, demandingan endless sourceofnewexperiences and lookingfor deeperexperiences within the communities theyvisit.
cArEEr
TrAvEllErs
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travel FrMs
iMPrtantFactrs
activities
PreFerred
transPrt
sWeden
Package tourCity breaks
ClimateCleanlinessCulture
SunbathingSwimmingShopping
ir travel
denMark
Package tourCity breaks
ClimateCultureocal People
elaxingSightseeingShoppingestaurantsir Travel
Finland
Package tourCity breaks
ClimateCulture
ShoppingSports
ir Travel
nrWay
Package tourCity breaks
ClimateCleanlinessCulture
elaxingShoppingSports
ir Travel
What do they want?According to new research, there are ive
important factors when Nordic tourists
choose a holiday destination.
Culture and local people
Cleanliness
Active holidays
Shopping
Restaurants
Nordic tourists are very similar when
it comes to their t ravel habits and
preferences.
What will they belooking for?
New perspectivesAs people in general travel more and
gain greater insights through their own
experiences and the Internet, they also
become more demanding in relation to
future vacations. Overseas travel and
unique travel experiences are future travel
trends among Nordic tourists.
Nordic tourists want experiences that give
new perspectives in their lives. They will
still travel to popular Spain, but there willbe an increasing interest and desire to
travel to more exotic destinations.
USA and Canada will remain popular, but
other destinations such as Brazil, Australia,
Japan and exotic places as Samoa and East
Timor will be popular travel destinations
in the future.
Unique experiencesUnique experiences that have not been
tried before will become more popular.
This could be a culinary experience, such
as cooking local meals.
Remote destinations are also expected to
become more popular.
Sustainability, wellness andauthenticityNordic tourists will be more climate-
conscious in terms of sustainability and
they will also search for travel forms thatinclude wellness activities.
In addition, authentic experiences will be
popular such as meeting local people in
their local surroundings and participating
in volunteer activities. Volunteering is also
popular since students can accumulate
points in relation to their education.
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05: iMPrtantsegMentsThere are three important segments with
great potential when entering the Nordictravel market.
They are:
Families with children
Singles with no children
Empty Nesters
Travel activity is increasing for all groups.
This chapter will highlight the most
important characteristics in terms of travel
habits and potential.
Families withchildrenFamilies with children are an important
segment in the outbound tourism market.
These families typically use the school
holidays to be together and to experience
things together because the parents have
less and less time.
Why do they go?The most important aspects for these
families when travelling are:
The children should have fun
The family should have sharedexperiences
The parents want to relax
The parents need time with their children
The children should be active
Previously, holiday destinations were the
most important aspect when families were
choosing a holiday. This is no longer the
case. There is an increasing tendency for
families to focus more on luxury, which
includes booking 4-5 star hotels with
child-friendly facilities. Families want to
retain the same good standards that they
have at home.
All-inclusive is keyThis is closely related to the fact that all-
inclusive holidays are becoming more
popular among families in the Nordic
region.
The majority of Nordic tourists who take
all-inclusive holidays are families with
children, and the reasons for choosing
these are convenience and control over
expenses. Five years ago, only 3 % o f
all package-tour travellers p referred
all-inclusive holidays, but the numbers
are increasing and in 2010, the igure in
Denmark alone was more than 15 %.
Holiday destinations such as Egypt
and Turkey are popular among package-
tour travellers because of low priced
all-inclusive offers.
F o, o 3 % of p-o pf -o, m 2010, dmo w mo 15 %.
Child friendly and safeAnother important factor for Nordic
families is that they discover child-friendly
places when deciding where to stay. They
consider a place child-friendly when they
are secure, employ staff with a positive
attitude towards children, have access
to water parks, playgrounds and child-
friendly menus at restaurants.
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Singles
Singles either travel with other singles
or they go alone, which more and more
singles are daring to try.
Single culture is growing, and a large
proportion of singles have no children.
This makes singles holiday travel a
growing industry.
More and more dare totravel aloneResearch carried out by a dating site
showed that 30 % of male respondents
and 26 % of female respondents areopen towards singles vacations and have
considered taking one.
Singles holiday travelling is a tendency that
can be compared to dating on the Internet:
it was considered taboo 10 years ago, but
today it is a well-known phenomenon.
Singles camping is also a new tendency
that more and more people are trying.
Why do they go?The advantages of singles holidays are
freedom and social interaction between
single travellers. Only 30 % of the women
and half of the men would travel to ind
a partner. Instead, the majority choose
singles vacations in order to ind new
friends and share experiences.
Empty Nesters
Empty nesters are adult couples, aged 45+ with
no children living at home.
This group used to focus their time on
their children and grandchildren, but in
the future they will spend more time on
themselves, and the biggest share of their
leisure time consumption will be on travel.
i xp mp m
w m p 21 % of wo popo 2050.
A growing segmentEmpty nesters are a rapidly growing
segment globally and in all the Nordic
countries
It is expected that the segment will make
up 21 % of the worlds population by 2050.
In Denmark, the number of people over 60
will make up 33 % of the Danish population.
This makes them very interesting for the
outbound travel market.
They have money and areready to spend itEmpty nesters will typically have paid
off their mortgages, while also owning
countryside cottages and possibly holiday
homes abroad. They are generally a
wealthy segment of society and they spend
slightly more money than other tourists
when on vacation.
They also take longer vacations and most
of them are able to travel outside of peak
season, for instance in September, April
and May since they are no longer working.
48 % prefer to stay in holiday apartments
30 % prefer hotels without children
Why do they go?There are many different types of couples,
with different needs when travelling.
Generally, empty nesters are travelling to
have experiences and they will not waste
their time relaxing in a hammock. Instead,
they want to take different trips that
are more physically demanding, such as
cycling and hiking in the countryside.
More than half want to make unusual trips
to have holiday experiences. Living in the
centre and dining at restaurants are also
highly preferred among this segment.
EEA TAT 56 % mention renewed energy as one
element they get out of their holiday
33 % emphasise time for romance
30 % state they strengthen their
relationship
ET NETE AE ANATTATE TAET E T TE AT TAT TE Have a great desire to travel
Have a lot of money
Spend more money than the average
tourist
Take longer vacations
Can take vacations outside the peak
season
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06: bkingbehaviur andPlatFrMssuMMary
NATN EAE NNE E
The Nordic countries are at the forefrontwhen it comes to penetration and use ofnformation and communicationtechnologies (CT).
Nordic tourists are therefore wellacquainted with and heavy users of allthe new communication platforms.
This means that online informationsearches on the nternet are increasingand an average of 60 % book theirvacations online.
Nordic tourists prefer booking onlinebecause it is exible and they can searchand plan their holiday exactly the waythey want it, and they can do itwhenever it ts their busy schedule.
The high level of CT penetration alsomeans that social and mobile mediaplay an important role when touroperators are inspiring or communicatingwith potential tourists.
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Planning andBooking
Active Online SearchersNordic tourists gather more information
than the average European tourist.
Information searches on the Internet are
increasing and an average of 60 % book
their vacations online. In Norway, travel
and holidays are the most bought or
ordered products online.
Booking should be lexibleNordic tourists prefer booking online
because it is lexible and they can searchand plan their hol iday exactly the way they
want it, and they can do it whenever it its
their busy schedule.
63 % are satisied with planning their
holiday themselves
57 % used three or more websites to
plan their holiday
39 % will deinitely plan their next
holiday themselves
Increased use of online booking also
means that people have expectations in
relation to making a good deal, for instance
when booking a hotel room.
The women make the decisionsResearch shows that women take the lead
when vacations are being planned and
booked. 4-5 years ago only one in four
women decided on the holiday.
This is primarily because women are
more comfortable using the Internet when
buying goods online, including holiday
travel.
Women handle all the preliminary work,
searching the Internet, reading magazines
and speaking to friends and relatives to
gain inspiration about their own vacation.
r ow wom w o p oo. 4-5 o o o fowom o o.
Children have some inluence, especially
when it comes to taking t he initiative, but
they have less say than their parents in the
decision making process.
The most important sources ofinformationThe most important sources of
information/reasons for choosing a
speciic destination for Nordic tourists, are:
1. Been there before
2. Google.com
3. Recommendations from friends
or families
4. Oficial website for travel agency
5. Oficial website for hotels,
attractions etc.
Whats important?
Inspiration from the Internet makes up
three out of ive information sources and
therefore it plays a very important role
in terms of searching for inspiration and
booking a holiday.
Whats not important?
The most ineffective information sources
are TV spots, exhibition visits and travel
programmes on TV. Nordic tourists clearly
prefer new communication technologies
over traditional media.
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cuntry/
ecnMy scre
5.65.595.435.335.335.305.295.215.21
1 sWeden
2 singaPre
3 Finland
4 sWitzerland
5 unite states
6 taiWan, china
7 denMark
8 canada
9 nrWay
NE TENExETThe pace of technological advance is
accelerating and ICT is increasingly
becoming an essential part of peoples
behaviour and social networks. Mobile
phones, smart phones, computers and the
Internet have opened up new channels of
communication.
Several studies show that the Nordic
countries are at the forefront when it
comes to ICT penetration and use.
TE AE AA T TNordic tourists have a high individual
usage level of ICT tools and the number
of mobile and broadband Internet
subscribers, Internet users, PCs, mobile
phone subscriptions with data access and
Internet access in schools is high.
AN TEE EAE?SMarTphoNeS
AN AATN EE AATNFor smartphones, new travel-related
apps are constantly becoming available.
I.e. travel tips, translation apps, cultural
information, navigation and maps, light
information and taxi cab services.
AT NTE N AE EAEThe use of mobile phones and other mobile
devices makes it easier to make last minute
bookings, while last minute decisions
about when and where people want to
travel will increase.
With large booking portals and apps
like hotels near me, it is possible to
be anywhere in the world and book the
nearest hotel straight away.
Social Media
EE TEEYoung people are developing a wave of
social media activities. Older generations
have been inluenced by the use of social
media and the behaviour of young people
and are themselves increasingly active
users of social media.
Most people in the Nordic countries have
a personal Facebook proile and are active
users of the site.
Norway - 52 %
Denmark - 46 %
Sweden - 44 %
Finland - 35 %
TE ENAE TAENThe sharing of holiday snaps is a popular
activity on Facebook, and research shows
that pictures have a very strong inluence
on Facebookers travel plans.
52 % state that seeing friends holiday
pictures had inspired them to book a
holiday to the same destination
45 % say that Facebook encourages
them to visit their friends abroad more
EE AE ?The social networking and microblogging
service Twitter has rapidly gained
popularity, especially in USA but in recent
times the Nordic people have start taking it
to heart.
The Twitter application, MySkyStatus,
lets users automatically share light
information via Twitter, Facebook or
LinkedIN while in the air. The site is open
for all major airlines and the site has
distributed more than 400,000 status
updates.
NETEANEThe Networked Readiness Index is the
capacity of countries to fully beneit from new
technologies in their competitiveness strategies
and their citizens daily lives.
Source: The Global Information Technology
Report (2010-2011)
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researchsurcesStatistics and reports
European Commission: Survey on the
attitudes of Europeans towards tourism,
2011
European Travel Commission: Tourism
trends for Europe, 2006
Eurostat (European Statistics from the
European Commission): Inbound and
outbound tourism in the European Union,
2006
Eurostat (European Statistics from the
European Commission): Tourism Statistics,
2008
Ministry of Transport in Denmark: Danish
Airfreight, 2015, 2005
Norden (The oficial collaboration of
the Nordic countries): Nordic Statistical
Yearbook, 2010
Statistics Denmark: Denmark in numbers
2011, 2011
Statistics Denmark: Spain and Italy as
favorite destinations, 2010
Statistics Denmark: Danish Facebook
habits, 2009
Statistics Finland: Finnish residents
leisure trips increased and business travel-
ling declined in 2009, 2010
Statistics Norway: Most Norwegians prefer
to travel in the summer ho liday season,
2010
Statistics Norway: More popular to travel
abroad, 2007
Statistics Norway: Number of holiday trips,
by main destination and different criteria,
2007
Statistics Norway: Travel Survey, 2005
Statistics Sweden: The Travel and Tourism
Industry in Sweden, 2008
Visit Denmark: Tourism in numbers, 2009
Visit Denmark: Forecast on Danish
Tourism 2011-2015, 2011
Visit Denmark: Mom, dad and kids - rolesand wishes in connection with the family
vacation, 2004
Visit Denmark: Market proile of Finland,
2010
Visit Denmark: Market proile of Norway,
2011
Visit Denmark: Market proile of Sweden,
2009
Visit Denmark: Swedish adult couples,
2005
Visit Finland: Outbound Travel:
Ruotsi Sweden, 2010
Zunia Knowledge Exchange: The Global
Information Technology Report 2010-
2011, 2011.
Databases and websites
Agri-info.eu (www.agri-info.eu)
Ministry of Foreign Affairs of Denmark
(www.udenrigsministeriet.dk)
New Media Trend Watch (The European
Travel Commission)
(www.newmediatrendwatch.com)
Oficial Site of Scandinavian Tourist Boards
of North America (www.goscandinavia.
com)
Statistics Denmark (www.dst.dk)
Statistics Finland (www.stat.i)
Statistics Norway (www.ssb.no)
Statistics Sweden (www.scb.se)
Articles
Check-in (Danish travel magazine): The
frequency of the Danes restaurants visit on
holiday, 2011
Check-in (Danish travel magazine):
The Danish tourists choose luxury hotels
on their holiday, 2011
Check-in (Danish travel magazine):
Intercon
tinental routes set a record in 2010, 2011
Check-in (Danish travel magazine): Star
Tour wants to focus on couples travels,
2010
Check-in (Danish travel magazine):
All inclusive is a hit, 2010
Check-in (Danish travel magazine): CHP
strengthens the intercontinental trafic,
2010
Crezcan: About the Nordic travel market,
2011
Din Side (Norwegian travel website): Dont
relax on holiday, 2011
Fri.dk (Danish lifestyle website):
Singles travel together, 2008
Guide 24 (Danish news site):
The airlines focus on Denmark in 2010,
2010
Helsinki Times (Finnish national
newspaper): Facebook lacks friends in
Finland, 2011
Hotels.com: Young Danes dream about
shopping, sun and thrill, 2009
Invest in Finland (Finnish business
website): All-inclusive holiday a growing
trend among Finnish tourists, 2011
Invest in Finland (Finnish business
website): Travel agencies in Finland expect
a year of growth for foreign travel, 2011
Invest in Finland (Finnish business
website): Finlands future pensioners will
spend more money on travelling, 2010
Jyllands-Posten (Danish national
newspaper): Scandinavians are the best
tourists in the world, 2011
My News Desk Hotels.com: The Danes
have 5 weeks holiday, 2011
New Media Trend Watch (The European
Travel Commission): Friends holiday
pictures on Facebook inspire 52 percent to
book a holiday the same place, 2011
Rejsefeber (Danish travel website): New
research, section: activities and prefer-
ences, 2011
Rejse Guide (Danish travel website):
Couples disagree on the destination, 2010Rejseliv (Danish travel website):
More people choose to travel outside of the
Euro countries, 2011
Rejseliv (Danish travel website):
Travel trends 2010: We want unique expe-
riences far far away, 2010
Rejseliv (Danish travel website): Travel
trends 2010: We want to do it ourselves
and it has to be unique, 2010
Stand By (Scandinavian travel magazine):
Every third has their holiday planned,
2011
Skyscanner Flight search: Explore: Travel
features, 2011
The Local Swedens news in English: Fast
facts: Swedes travel habits, 2007
TIC Travel (Danish online travel
community): The Danes want to live in
luxury on their
holiday, 2011
TIC Travel (Danish online travel
community): 3 travel trends in 2011, 2011
Travelmarket (Danish travel website):
Danes most popular searches, second half
of 2010, 2011
TV 2 Norge (Norwegian national televi-
sion): The Norwegians have new travel
habits, 2011
Zoover World (blog about travel news, tips,
trends and research): Social media during
holiday, 2011
8/2/2019 The Nordic Travel Market 2011
19/19
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