Over 8 in 10 have a holiday intention for the next 12 months. On average, 85% of those surveyed intend to go on holiday in the next 12 months. This intention is highest among Brits (88%) and lowest among Belgians (83%). Among Dutch people, it is 86%.
42% have already booked a holiday, with many leaving in September/October. The proportion who have already booked a holiday fell compared to the June 2023 measurement. This can be explained by the fact that many people went away during the summer holidays. In the UK, the share that has already booked is the highest (49%) and in Belgium the lowest (36%). Only among Americans, the proportion who have already booked has actually increased rather than decreased, compared to the previous survey. Of those who have already booked, an average of 35% say they will go in September and 21% in October. In terms of household type/living situation, Dutch people living with a partner have already booked holidays at the highest rate (48%). This is higher than Dutch people living alone or with child(ren) or with their parents.
Market potential: over 40% of respondents have holiday intentions but have yet to book. And of these, 60% are already planning. Some 4 in 10 say they have yet to book, but have holiday intentions for the next 12 months. Of that group, 60% are already planning. They mostly focus on October (average 19%), September (14%) and some are already looking at July next year (11%). Of this group that is already planning a holiday, the largest group is planning to book within 1 to 3 months (average 28%). In addition, 22% on average say they intend to book within 3 to 4 weeks. If people have holiday intentions but are not yet planning, it is mainly because they have not yet had time to do so (average 25%) or their financial situation does not allow it (average 9%).
Among Dutch most holiday plans in Europe, followed by home country and Asia. The Dutch, Belgians, Germans and British largely plan to spend their next holidays elsewhere in Europe. Among the French and Americans, plans to take their next holiday in their own country are predominant. Of the Dutch with holiday intentions, an average of 59% have holiday plans in Europe, 22% in their own country and 7% in Asia. In terms of travel companion(s), Dutch people travelling solo have the most intercontinental trips planned. Spain, Greece, Italy and France are frequently chosen European holiday destinations.
Drenthe, North Brabant and Limburg most considered for holidays at home. At the end of August (2023), Dutch people - who want to spend their next holiday in the Netherlands - said they most want to do so in Drenthe, North Brabant or Limburg (11%, 10% and 10% respectively). Compared to June '23, South Holland rose from 4% to 8%.
Aeroplane again most chosen for European holiday. Air travel is the most frequently chosen means of transport for the next holiday in Europe (average 58%). Among the Dutch, Belgians and Germans, the car also scores relatively high. Furthermore, the French consider going by train in relatively high numbers.
Flexible cancellation conditions, staying in quiet place and rising prices are still most decisive for choice of holiday destination. 71% of people with holiday intentions consider flexible cancellation conditions (very) important when choosing a holiday destination. They also value staying in a quiet place. In third place are rising prices. Interestingly, the importance of flexible conditions is about 10% lower among Dutch people than among the other five countries.
Almost half of those surveyed adjust holiday behaviour because of inflation. 46% of people say they are forced to adjust their holiday behaviour as a result of increased living costs. The French are in highest agreement with this statement (54%) and the Dutch the least (39%). At the end of August (2023), people indicated that if they adjust their holiday behaviour (due to higher prices), they do so mainly by going on holiday less often (46% on average) or by choosing cheaper accommodation/lodging (42% on average). The least chosen options are avoiding the high season (average 26%) and saving on transport (mean 19%).
Attention to sustainability regarding holidays decreased in for four out of six countries in one year. In September 2022, an average of 52% thought it was important to consider the environment when booking holidays. A year later, in August 2023, 48% consider it important. The year-on-year difference is greatest among Americans (-7%) and smallest among Belgians (-1%). In addition, the willingness to pay more for a holiday that takes the environment into account has decreased. This is true for Germans, French, British and Americans. Among Dutch and Belgians, this has remained stable.
Extreme weather affects holiday choices for many. 50% of respondents went on holiday last summer (July/Aug ‘23) and 30% of that group said they experienced extreme weather conditions such as a heat wave, wildfire or extreme showers during this holiday. On average, 46% of all respondents said that increasing extreme weather conditions influence their choice of holidays. This proportion is even higher among those who experienced this extreme weather themselves last summer, at 65%.
Over 8 in 10 have a holiday intention for the next 12 months. On average, 85% of those surveyed intend to go on holiday in the next 12 months. This intention is highest among Brits (88%) and lowest among Belgians (83%). Among Dutch people, it is 86%.
42% have already booked a holiday, with many leaving in September/October. The proportion who have already booked a holiday fell compared to the June 2023 measurement. This can be explained by the fact that many people went away during the summer holidays. In the UK, the share that has already booked is the highest (49%) and in Belgium the lowest (36%). Only among Americans, the proportion who have already booked has actually increased rather than decreased, compared to the previous survey. Of those who have already booked, an average of 35% say they will go in September and 21% in October. In terms of household type/living situation, Dutch people living with a partner have already booked holidays at the highest rate (48%). This is higher than Dutch people living alone or with child(ren) or with their parents.
Market potential: over 40% of respondents have holiday intentions but have yet to book. And of these, 60% are already planning. Some 4 in 10 say they have yet to book, but have holiday intentions for the next 12 months. Of that group, 60% are already planning. They mostly focus on October (average 19%), September (14%) and some are already looking at July next year (11%). Of this group that is already planning a holiday, the largest group is planning to book within 1 to 3 months (average 28%). In addition, 22% on average say they intend to book within 3 to 4 weeks. If people have holiday intentions but are not yet planning, it is mainly because they have not yet had time to do so (average 25%) or their financial situation does not allow it (average 9%).
Among Dutch most holiday plans in Europe, followed by home country and Asia. The Dutch, Belgians, Germans and British largely plan to spend their next holidays elsewhere in Europe. Among the French and Americans, plans to take their next holiday in their own country are predominant. Of the Dutch with holiday intentions, an average of 59% have holiday plans in Europe, 22% in their own country and 7% in Asia. In terms of travel companion(s), Dutch people travelling solo have the most intercontinental trips planned. Spain, Greece, Italy and France are frequently chosen European holiday destinations.
Drenthe, North Brabant and Limburg most considered for holidays at home. At the end of August (2023), Dutch people - who want to spend their next holiday in the Netherlands - said they most want to do so in Drenthe, North Brabant or Limburg (11%, 10% and 10% respectively). Compared to June '23, South Holland rose from 4% to 8%.
Aeroplane again most chosen for European holiday. Air travel is the most frequently chosen means of transport for the next holiday in Europe (average 58%). Among the Dutch, Belgians and Germans, the car also scores relatively high. Furthermore, the French consider going by train in relatively high numbers.
Flexible cancellation conditions, staying in quiet place and rising prices are still most decisive for choice of holiday destination. 71% of people with holiday intentions consider flexible cancellation conditions (very) important when choosing a holiday destination. They also value staying in a quiet place. In third place are rising prices. Interestingly, the importance of flexible conditions is about 10% lower among Dutch people than among the other five countries.
Almost half of those surveyed adjust holiday behaviour because of inflation. 46% of people say they are forced to adjust their holiday behaviour as a result of increased living costs. The French are in highest agreement with this statement (54%) and the Dutch the least (39%). At the end of August (2023), people indicated that if they adjust their holiday behaviour (due to higher prices), they do so mainly by going on holiday less often (46% on average) or by choosing cheaper accommodation/lodging (42% on average). The least chosen options are avoiding the high season (average 26%) and saving on transport (mean 19%).
Attention to sustainability regarding holidays decreased in for four out of six countries in one year. In September 2022, an average of 52% thought it was important to consider the environment when booking holidays. A year later, in August 2023, 48% consider it important. The year-on-year difference is greatest among Americans (-7%) and smallest among Belgians (-1%). In addition, the willingness to pay more for a holiday that takes the environment into account has decreased. This is true for Germans, French, British and Americans. Among Dutch and Belgians, this has remained stable.
Extreme weather affects holiday choices for many. 50% of respondents went on holiday last summer (July/Aug ‘23) and 30% of that group said they experienced extreme weather conditions such as a heat wave, wildfire or extreme showers during this holiday. On average, 46% of all respondents said that increasing extreme weather conditions influence their choice of holidays. This proportion is even higher among those who experienced this extreme weather themselves last summer, at 65%.
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