Behind the scenes: How a pan‑European travel trend report takes shape 

The European Travel Trend Report 2026 is one of our largest data projects to date. From your perspective as market researchers, why is it especially important right now to analyse travel trends across Europe in such depth? 

APPINIO: A truly strong report today builds a bridge between hard statistics and compelling storytelling. In a world as volatile as ours, relying on gut feeling no longer works. For a report like this to succeed, methodological integrity and real relevance for people must come together. With 13 different markets, we need to ensure that questions are understood the same way everywhere while still allowing room for local nuances. The report helps us understand the “why” behind booking behaviour – for example, why holidays remain the number one spending priority for many Europeans despite inflation. 

For this report, we placed a strong emphasis on a shared data foundation. How did you perceive us as a partner throughout this process? 

APPINIO: For us, innovation doesn’t just mean using the latest technology – it also means having the courage to consistently challenge the status quo. That is exactly what you did. Instead of relying on outdated data, the entire strategy for summer travel 2026 was built on a largescale, panEuropean data foundation. What impressed us most was your willingness to engage honestly with the data. The goal wasn’t to confirm existing assumptions, but to genuinely explore how needs have evolved – for example, the idea of travel as a psychological necessity. This uncompromising customercentric approach is a real benchmark in the travel industry. 

8,000 respondents across 13 countries, that sounds like a major organisational effort. What best practices would you recommend to companies planning projects of this scale? 

APPINIO: From our point of view, three factors are critical to success: 

• Focus over overload: There is often a temptation to ask 50 questions. But the best insights come from precision. Together, we made sure the questionnaire remained concise, helping to maintain high response quality. 

• Data democratisation: One best practice on your side was making the results directly accessible to teams in all countries via interactive dashboards instead of sending static PDFs. Data is only valuable if everyone can work with it. 

• Methodology meets PR: Research objectives need to be aligned early on with later communication. Questions must be neutral enough to remain objective, while still providing the substance needed for strong headlines. 

What does the methodological work behind the scenes at Appinio look like to deliver insights at this speed? 

APPINIO: We rely on a technologydriven, realtime market research platform. In practical terms, this means: 

• Centralisation: Translations and countryspecific approvals are coordinated simultaneously on the platform, which significantly accelerates the process. 

• Representativeness: Precise quotas ensure that the 8,000 respondents accurately reflect the population in each market. 

• Depth through filtering: Our dashboards allow instant comparisons – for example, how stressed travellers in Germany differ from those in Romania. We don’t deliver data overload, but actionable insights. 

Now that the data is on the table, what is the most important next step to ensure this trend report creates real change for travellers? 

APPINIO: The data is only the beginning. The real value lies in activation. When you can clearly see that 57% of people primarily travel to relax, that insight feeds directly into product design and marketing tone. In this partnership, market research isn’t a rearview mirror – it’s a spotlight guiding future decisions. 

QUESTION: Now that the results are clearly documented, how do you ensure that insights like these don’t just sit in a drawer at partners like us, but actually drive real change for travellers? 

APPINIO: For us, data is just the foundation – the real value comes from activation. What excites us most about this collaboration is the speed at which you turn insights into action. When we see that more than 57% of people travel primarily to relax, it doesn’t remain a mere statistic for you. It directly influences the design of travel products and the tone of your communication. Market research is not used as a “rearview mirror” to analyse the past, but as a strategic spotlight for future decisions. For us, this project is a showcase example of truly actionable insights. adebeispiel für Actionable Insights.