Insight sheds light on the escalating traveller interest in anticipation of the summer games
New Amadeus data reveals surge in travel interest to France ahead of the Paris 2024 Olympics
Amadeus has revealed that six months ahead of the Olympics taking place in Paris in 2024, flight searches to France for the dates just before and after the games - from July 23 to August 15 2024 - are already surging by 25% compared to the same period last year.
The Amadeus Intelligence data has zeroed in on three significant trends that are positioned to play a pivotal role in shaping the travel landscape in France in the coming months.
The insight offers opportunities for businesses to enhance its market share and capitalise on the enthusiasm of sports fans this summer.
It found that the top five countries searching for flights to France are the United States, Great Britain, Brazil, Spain and Canada.
Due to most of the Olympic games being held in Paris, the demand for flights to the French capital has surged, reaching 33% higher compared to the same period last year.
When it comes to travel to the French capital, Germans are at the top of the leaderboard. Searches from Germany to Paris increased by an astounding 144% for travel dates between July 23 and August 15th in 2024, compared to the same dates last year.
Meanwhile, searches from the US to Paris for the same period are up 72%, with the UK (60%) and Brazil (50%) taking third and fourth place for year-on-year growth.
The rest of Europe and the Americas are also showing a spike in interest in flights to Paris: searches grew by 34% and 29% respectively in those regions.
Finally, searches from the Asia Pacific region saw a 15% increase and flights from MENA a 10% bump.
Domestic travellers has meant flights to Paris from other parts of France has grown by 54%.
The data revealed that Paris is not the only city to benefit from Olympic tourism. It found big interest in other corners of France as well.
In particular, flight searches to Marseille, Lyon and Lille, which are hosting various competitions, are also taking off:
Lille, the northern town, where basketball and handball games will take place, is experiencing an 100% increase in both international and domestic flight searches.
The city is seeing the highest growth rates from the United States (118%) and Germany (111%), while Lyon where the football will be held saw searches soar to this destination domestically with a 70% rise. Internationally it's seeing a 19% increase.
Marseille has seen a solid 13% uptick in both domestic and international.
Despite the surge in travel interest, the average stay duration remains a steadfast seven days.
Travellers planning trips to France exhibit a shortened search lead time, with an average of 3.5 days less compared to 2023.
This indicates that the excitement surrounding the Olympics taking place in Paris in 2024 is prompting swift decision-making among sports enthusiasts.
The data underscores that, while there is a surge in interest, the traditional one-week stay remains the preferred choice for most visitors.
Understandably, travellers coming from far away are more likely to stay longer. Brazilians are likely to stay an average of 9 days, while people from the Asia Pacific region are likely to stay for 12.
The insights shared by Amadeus in the lead-up to the Olympics taking place in Paris in 2024 reveal a "dynamic tapestry of opportunities and trends" for travel marketers.
As sports enthusiasts eagerly anticipate the spectacle, travel marketers can harness these patterns to design flexible and targeted strategies, ensuring they navigate the evolving landscape and cater to the diverse preferences of travelers heading to France.
Regional travel marketers, even outside of Paris, Lille, Lyon and Marseilles, have an opportunity to develop targeted campaigns for destinations, showcasing unique experiences and attractions, and collaborating with local businesses to create a compelling narrative for sports travelers.
In particular, targeted campaigns focused on German, American, British, Brazilian and of course, French tourists, may show the most benefit.
Finally, despite the surge in interest, the traditional one-week stay remains the preferred choice for most travelers. The most successful travel marketers will design marketing materials and packages.
The journey ahead "promises not just an upswing in travel but an expedition brimming with strategic possibilities and the potential for unforgettable experiences for those ready to embrace the Olympic spirit", said the firm.
Origin of Data: These data points are based on research by Amadeus data science teams. Data is drawn from a custom search dataset, Amadeus Master Pricer, and Amadeus Agency Insights. Amadeus Air Search Travel Data is the most complete suite of air data in the travel industry and includes shopping transactions performed by +2,500 customers including the world’s top travel agencies. It consists of consolidated data generated by daily transactions.