NUREMBURG, GERMANY, 28 April 2017: In a 17-country online survey conducted by market research specialist GfK, well over half (59%) of people say they prefer a vacation “where I relax and take it easy”.
Just 35% preferred an active holiday of which teenagers were the most energetic, with 43% preferring active vacations.
Only 6% were not sure which type they prefer.
Brazil, South Korea and Japan were the top favourite destinations for vacations; Italy, France and Spain led for active holidays.
Internationally, there is next to no difference between men and women in these preferences. Men are potentially slightly more lazy in their holiday choice than women – standing at 60% of men preferring a relaxing vacation, compared to 58% of women. But for active holidays, men and women stand neck and neck at 35% each.
Families with teenagers slightly more inclined to active holidays than others. The presence of children in the household appears to make only limited difference to people’s holiday preferences, compared to the international average.
For those with children under six years old in the household, or those with children age between six and 12, just under two thirds (62%) favour relaxing vacations and just over a third favour active ones.
For people with teenagers in the household, relaxing holidays become slightly less popular, falling to 57%, while active holidays rise to 39%.
Internationally, the biggest differences we see are when it comes to age groups. Teenagers at 43% are the most inclined to favour active holidays and 51% preferring a relaxing holiday. The preference for active vacations then drops steadily with each age band, ending with those in their fifties, and those in their 60 sor over, both standing at just one third (33%) favouring active holidays.
Nearly half of Italians and French prefer active holidays, while over two thirds of Brazilians and South Koreans want to relax
Italy (45%), France (44%) and Spain (43%) lead in having the highest percentage of their online population who prefer active vacations where they do and see lots of things.
In contrast, Brazil (71%), South Korea (66%) and Japan (also 66%) lead for having the highest percentages preferring a relaxing vacation where they take it easy.
Global head of travel and hospitality research at GfK, Laurence Michael commented: “The value of these findings for the travel industry lies in combining this self-reported data with our travel insights, which are based on live forward booking data from a growing number of sales points.”
Download GfK’s complimentary report showing full findings for each of the 17 countries: http://www.gfk.com/global-studies/global-study-overview/.