ETR Networks // Motorcycle Tourists

ETR Networks

Motorcycle Tourists
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Motorcycle riders, tourists, travellers and overlanders

European Touring Route is designed to engage and inspire Motorcycle Tourists from all over the world, to explore the countries of Europe, and experience the diversity of interesting activities that Europe has to offer. The route is designed to breathe new life into rural areas in each country, with a focus on rural towns and villages, secluded mountain and coastal areas, where locals can sell their produce, products and services to new tourists using the ETR route.

Although the focus is on Motorcycle Tourists, ETR is for everyone - Motorcyclists, Car tourists, Camper Vans, Bicycles, Pilgrims, Walkers, Hikers, and all other types of 2, 3 and 4-wheeled tourists.

Whether you travel by motorcycle, car, motorbike and sidecar, e-motorcycle, bicycle, e-bike, coach, camper van, electric skateboard or some other type of personal travel device, one thing is certain - road travelers love great roads!

ETR Primary Market Segment

The target market (existing and future users of ETR) are motorcycle riders, owners, motorcycle tourists, roadtrippers, overlanders, and motorcycle touring clubs from Europe, USA, Canada, Middle East, South America, Australia and Asia. Other adventure tourist types can also visit and enjoy ETR destinations and experiences, for example, cyclists, backpackers and hikers.

Of the 38 million motorcycle owners in Europe, 12 million of these are touring riders and potential ETR visitors and buyers of local ETR-connected services. Motorcycle touring clubs of between 20 and 10,000 members, are constantly looking for new and unique touring experiences, and related services (one partner club in China has over 10,000 touring members and have already run expeditions to Europe).

Motorcycle Tourists spend an average EUR 150 per day on hotels and guest houses, petrol, food and beverages, bridges, ferries, parking, museums, galleries, attractions, shopping, as well as other expenses. This increases dramatically if they also rent motorcycles for their European tour of a lifetime.

ETR Rider Demographic

In Europe, the target user demographic for ETR is: Motor tourists from northern, western and southern Europe, with increasing numbers from Eastern Europe, travelling in the other 3 regions. Aged 25-70, both male and female, the target market includes new and experienced motor tourists. They usually own their own vehicles, but will also rent vehicles in other countries when they’re on holiday or expeditions. Depending on available free time, they travel for longer or shorter distances, making the most of the number of days they have available, to travel.

With a high level of disposable income, the segment also represents a diverse cross-section of the population of Europe, at all levels of society, with a common willingness to spend money on new and memorable experiences. The target market includes around 2,500,000 business owners, managers and leaders, with vehicles valued at over EUR 40,000 or more.

ETR Rider Psychographic

The segment is very down-to-earth, and value new experiences and unique life events, above materialistic items and consumption. They are more interested in getting out into nature, enjoying ’real and authentic’ experiences, in new places. Motorcycle tourists are very sociable, explorative, curious, open, have a solid network, and make over 20 leisure trips each year.

They drive/ride to different national and international events every year, for social interaction with other motorcycle tourists and travellers. They have a high perception of traffic safety and responsibility, have years of experience of international travel and touring, and have undertaken the corresponding safety courses.Road safety and rider safety have a very high priority for two-wheeled road users

Secondary Market Segment

The target market also includes mainstream tourist types, such as car tourists, vanlifers, backpackers and bicycle tourists from Europe, and from other parts of the world. 3 and 4-wheeled tourists and families have similar requirements to motorcyclists (vehicle, accommodation, food, entertainment, attractions, culture, shopping) but are not as dependent on the weather, security or road conditions for touring, parking or visiting attractions.

Strong focus on Sustainability

Motorcyclists (as people) are also concerned about the environment and emissions, and there is a transition and shift underway from combustion vehicles to more sustainable transportation and mobility alternatives which align with the EU transport and mobility strategy. The large European and global motorcycle organisations have implemented the United Nations Sustainable Development Goals (UNSDG's) in accordance with the European Green Deal, and are continuing to explore new opportunities for reductions in emissions across the industry, and throughout the life cycles of the vehicles themselves, from design, prototyping, production, to sales, operation, recycling and reuse of the vehicles and components.

B2B Partners & Clients

ETR client types include Destination Marketing Organisations, National tourism Organisations, Regions, Municipalities, attractions, hotels, hotel chains, airports, cruise and ferry companies, motorcycle dealerships, motorcycle rental companies, car rental companies, and equipment brands.

ETR Team

Hallgeir Strifeldt
Dave O'Byrne
Tor-Arne Bellika
Karl Stefan Albrekt
Jens Konrad Annfinsen
Frank Henry Strifeldt
Ellinor Strifeldt
Michal Strifeldt
Erika Johansson
Robert Solheim
Juan Carlos Barceló Palacian

Sources

European Motorcycle Industry Statistics

The circulating European fleet of motorcycles is estimated to grow to around 35 million in 2023, where 15 million are touring riders. In Europe, the annual growth rate (CAGR 2022-2026) is 8.81% with a projected market volume of USD 16.57 billion, with the first quarter sales of 316.798 (+9.6%) in 2022 (www.acem.eu). Motorcycle equipment brands are also experiencing a strong increase in demand for travel and touring accessories and products.

Global Motorcycle Industry Statistics

Over 600 million motorcycles are currently registered worldwide. Global motorcycle sales approach 130 million motorcycles in 2023, with a high percentage focused on touring and travel. The global motorcycle market size was valued at USD 119.33 billion in 2021 with 58.6 million units sold. The market is projected to grow from USD 127.44 billion in 2022 to USD 223.50 billion by 2029, exhibiting a CAGR of 8.4% during the forecast period.

Fastest Growing Markets fuelling Motorcycle Travel

The North American market is experiencing the strongest growth, and many North Americans are already buying large motorcycle tours in Europe. The fastest-growing market is the Africa/Middle East region based on rapidly expanding population and rising income levels. Many wealthy Middle Eastern riders are already visiting Europe as a tourism destination.

The third fastest-growing region is Eastern Europe, which will expand from a small user base. Fourth - Southern Europeans are already very prominent in northern and Western Europe and operate permanent tour group experiences between their own countries and northern Norway.

The fifth fastest-growing region is Central and South America, and increasing numbers motorcycle tourists from this region are now touring Europe, both individually and with international motorcycle tour operators and European and international touring clubs.