World Travel Monitor

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The World Travel Monitor (WTM) (in Europe European Travel Monitor (ETM)) is a worldwide tourist information system on the foreign travel behavior of the respective resident population.

Origin / goal

The European Travel Monitor has been collecting the most important data on international travel behavior in all European countries continuously since 1988. Since 1995 it has been expanded into the World Travel Monitor in all important overseas markets ( USA , Canada , Australia , Argentina , Brazil , United Arab Emirates , Saudi Arabia , Japan , China , India, etc.) through its own surveys or collaborations . In 2013, around 90% of international travel flows were recorded by the World Travel Monitor . The study is designed and carried out by IPK International with the aim of recording all trips abroad with at least one overnight stay, regardless of the reason for the trip. In addition to vacation trips, business trips and all other private trips (e.g. visits to relatives and friends) are also recorded.

The creation of this information system - initially for Germany ( Deutscher Reisemonitor ) and Europe - was triggered by the fact that the decision-makers in tourism were not able to obtain an overview of the European or non-European market based on the information available to them (in the form of a database on the basis of which, for example, the volume and structure of foreign trips by Germans, Americans, British, Russians, Chinese, etc. could be directly compared). Before the introduction of the World Travel Monitor / European Travel Monitor, there were various surveys and official statistics, but the results were hardly comparable, as both the sample and the survey methods were too different in the individual countries.

The World Travel Monitor / European Travel Monitor is a participatory study. The main clients are national and regional tourist offices , tourism / economic ministries, tour operators, international hotel chains, advertising agencies, consulting companies, etc.

method

The World Travel Monitor / European Travel Monitor is a representative survey, i. H. the composition of the sample corresponds to the composition of the population aged 15 and over in the respective countries. The people to be interviewed are interviewed by telephone, in person or online with computer support (so-called CATI or CAPI method). The number of interviews varies depending on the importance and size of the home market (from 2,000 interviews per year in smaller markets to 24,000 interviews per year in large markets). A total of around 500,000 interviews are carried out annually as part of the World Travel Monitor .

This high number of cases leads to a better quality and greater statistical depth of analysis of the data obtained. In addition, it allows a much finer market segmentation in the evaluation, so that reliable statements can also be made about smaller segments.

In a standardized questionnaire, the basic questions of which have remained unchanged since 1988, all important characteristics of a trip are recorded. The questionnaire of the World Travel Monitor / European Travel Monitor takes into account both the determination of the travel volume (number of trips abroad) and the travel characteristics. Apart from the number of trips, the following travel features are requested:

  • Number of trips abroad / market volume
  • Travel countries (worldwide)
  • Travel regions / cities
  • Reason for the trip (business trip, vacation trip, other trips (VFR, pilgrimages, language trips, etc.))
  • Type of trip (sun and beach, round trip, city trip, trip to the mountains, cruise, winter sports, wellness / health etc.)
  • Travel motives / activities (relaxing, sightseeing, getting to know the country and its people, eating and drinking well, etc.)
  • Repeat visits to a destination
  • Business travel (MICE - meeting, incentive, convention, exhibition and traditional business travel)
  • Travel time
  • Choice of means of transport
  • Choice of accommodation (5 *, 4 *, 3 *, 2/1 * hotel, other accommodation (holiday apartment, camping etc.))
  • Booking behavior (where, when and what was booked?)
  • Use of the Internet (information search and booking)
  • Travel information sources
  • Traveling with children
  • season
  • expenditure
  • Target group (gender, age, education, income, children, household size)
  • Region of origin
  • Travel frequency
  • Travel intensity

literature

  • Conrady, Roland / Buck, Martin: Trends and Issues in Global Tourism , Springer-Verlag (2012, 2010, 2009, 2007)
  • Thraenhart, Jens: Essential China Travel Trends (Edition 2012)
  • Fuchs, Wolfgang / Mundt, Jörn.W. / Zollondz, Hans-Dieter: Lexikon Tourismus , Oldenbourg Verlag, Edition 1 (2008)
  • Freyer, Walter: Tourismus-Marketing , Oldenbourg Verlag, Edition 3 (2007)
  • Seitz, Erwin / Mayer, Wolfgang: Tourism market research , Vahlen Verlag, edition 2 (2006)

Individual evidence

  1. ↑ http://www.ipkinternational.com/en/company-profile/about-us/
  2. ↑ World Travel Monitor® / European Travel Monitor® Data ( Memento from April 27, 2012 in the Internet Archive )

Web links

  • Official Website IPK International ( http://www.ipkinternational.com )
  • European Travel Commission, ( [1] (PDF; 2.0 MB) European Tourism Insights 2010)
  • German National Tourist Board, ( [2] Incoming Tourism Germany)
  • ITB Berlin, ITB WORLD TRAVEL TRENDS REPORT 2011/2012 ( Memento from May 4, 2012 in the Internet Archive ) (PDF; 1.1 MB)
  • ITB Berlin ( [3] A boost for South America - USA stagnates)
  • ITB Berlin ( [4] European tourism defies the euro crisis)
  • ITB Berlin ( [5] "Asian Top 3": China outbound is growing faster than Japan and South Korea)
  • ITB Berlin ( [6] Sporting holidays are gaining ground in Europe)