7
2024 | DESPITE MORE POSITIVE SPEND INTENTIONS FROM CONSUMERS FOR 2024, ACTUAL SPEND IN 2024
ENDED UP BEING MORE MUTED, WITH A HIGHER PROPORTION OF CONSUMERS SPENDING LESS THAN 2023
22%
15%
21%
7%
22%
20%
22%
44%
33%
39%
36%
25%
18%
22%
18%
16%
4% 4% 4%
5%
2%
2023 - Planned 2023 - Actual 2024 - Planned 2024 - Actual
Did not answer
Much more
More
The same
Less
Much less
Source: AlixPartners 2024 Consumer Priorities Survey
KEY INSIGHTS
• Since the post-COVID "revenge travel" peak in
2022, travel spend by consumers has become
more challenged
• As late as January 2023, consumers were still
very optimistic on how much they would spend on
travel during the year (net +32), however, what
consumers said they actually spent in 2023 was
far lower than they predicted (net -22)
• While consumers again felt more positive coming
into 2024 ('only' net -9), their actual spend was
again lower than they predicted (net -21)
• Consumer confidence in Europe generally has
been low throughout most of 2024, albeit
improving slowly through the year, due to
expectations of the general economic situation in
a number of EU countries and concerns about
personal household finances in the future
"ARE YOU SPENDING 'LESS', 'THE SAME' OR 'MORE' ON TRAVEL AND HOLIDAYS THIS YEAR (2024)
COMPARED TO THE PREVIOUS YEAR (2023)?"
-22
+32 -21
-9
2023 2024
Net score
LOOKBACK ON 2024