The summer travel season is in full swing, and Trip.com Group, a leading travel service provider, is experiencing a significant surge in bookings across Europe. This increase is primarily fueled by the excitement surrounding football in June and a major international sporting event in Paris set to begin in late July. The double-digit growth in travel bookings to Paris compared to last year underscores the powerful role of sports tourism in boosting travel consumption.
Travelers heading to Paris in July and August show strong demand from Asia, including the Chinese mainland, Japan, South Korea, and Hong Kong, as well as from the United Kingdom, Germany, Italy, and the USA. Notably, there has been a remarkable 105% increase in bookings from Chinese consumers. Paris remains a top destination for Chinese travelers, reflecting their eagerness to immerse themselves in the French capital’s rich culture and history. Chinese tourists are showing a preference for luxury accommodations, with the highest booking volume for suites and king-sized hotel rooms among all travelers. This indicates a growing desire for more spacious and upscale lodgings. The average spending per Chinese traveler has risen by 65%, with a notable increase in 5-star hotel bookings compared to the previous year.
Asian travelers exhibit distinct preferences when it comes to major sporting events. They tend to combine sports viewing with broader travel plans, often booking longer hotel stays than their European counterparts. The average length of stay for travelers from Asia has increased by 20% compared to the same period last year, with visitors from the Chinese mainland, South Korea, and Hong Kong staying the longest. This trend suggests that Asian tourists are extending their vacations to fully enjoy the destination beyond the sporting event. Other sporting events with diverse sports and global representation also attract international fans from Asia, who often combine their attendance with extensive cultural and tourist activities. In contrast, European fans, particularly those following football, tend to focus more on supporting their national teams, resulting in shorter stays. This approach by Asian travelers enhances their travel experience and fosters a deeper engagement with the host destination.
This summer, Asian travelers are spending more on attractions than their European counterparts, favoring iconic sites like the Louvre Museum, Palace of Versailles, and Seine River Cruise. French luxury hotels, including the prestigious “palaces,” are popular choices for travelers in Paris. Trip.com’s 2024 Trip.Best 100 Global list, which features top travel rankings based on user reviews and booking popularity, highlights this trend. French hotels appeared nine times in the top 100 luxury hotels, with five Parisian hotels ranking in the top 20. Notably, the Hotel de Crillon, a Rosewood Hotel in Paris, secured the top spot. This trend towards luxury is also evident in gastronomy, with Trip Gourmet witnessing a 20% rise in restaurant reservations at renowned establishments such as Terry’s Café, Liberto, L’Imperatif, Chez Milo, and Le Procope.
For those seeking unique experiences, there has been a 20% increase in bookings for alternative accommodations like vacation rentals and boutique lodgings. Within the Asia-Pacific market, Singapore leads the way with triple-digit growth in such accommodations, followed closely by Japan with double-digit growth. More Asian travelers are exploring cities beyond Paris, with triple-digit growth in bookings for destinations outside the capital. Top cities and regions attracting travelers outside of Paris include Nice, Lyon, Marseille, Bordeaux, and Nantes, with Nice and Marseille hosting football matches. Travelers from Japan and Hong Kong are making reservations in Marseille, Lyon, and Nice, with bookings showing double-digit growth compared to last year. There is a growing interest in the French wine region of Provence, as visitors seek cultural experiences both inside and outside of Paris.
Traditional attractions throughout France continue to captivate Asian travelers with their historical and cultural charm. Top attractions in Paris include The Louvre Museum, the Paris Opera House, the Eiffel Tower, and Disneyland Paris. Additionally, there has been a rise in private tour bookings in France, increasing by over 50% year-on-year. The surge in bookings and traveler enthusiasm reflects a growing interest in combining sports tourism with cultural exploration. Sports events offer a unique gateway for tourists to engage with the culture and community of their destination, highlighting a desire for more than just a traditional vacation.
