Study: Prices and heatwave have influenced Romanians’ summer vacation planning

The latest study conducted by Reveal Marketing Research aimed to gather more details about how Romanians have chosen to plan their summer vacations this year and to identify potential changes in their behaviors compared to last year.   56% of Romanians planned their summer holidays this year at the peak of the season (July-August), a lower half compared to last summer (65%). Romanians’ expectations from this year’s summer vacation include total relaxation (70%), quality time spent with family (50%) or adventure and exploration (29%). The majority of Romanians have planned holidays shorter than 7 days this summer (44%) and prefer to stay in hotels (43%).   56% of Romanian tourists planned their summer holidays this year at the peak of the season (July-August), 9% less compared to last year   According to the results of the most recent survey conducted by Reveal Marketing Research, 56% of Romanian tourists planned their summer vacation this year at the peak of the season (July-August), significantly lower percentage compared to last summer (65%). In the same vein, 22% chose the May-June period, and 21% chose to plan their vacation in September or later.   Representatives of Generation Z, aged 18 to 24, largely prefer to plan their vacations during the July-August period (64%). In contrast, older individuals, aged over 45, are more likely to plan their vacations during the off-season compared to the rest of the population (27% vs. 21% of the total sample).   The main reasons for choosing the vacation period are the scheduling of vacation days (54%), cost (49%), weather conditions (42%), and children’s school holidays (18%).   Romanian tourists’ expectations for this year’s summer vacation include complete relaxation (70%), quality time with family (50%), adventure and exploration (29%), discovering new cultures and places (27%), and engaging in various sports and recreational activities (15%).   A more detailed analysis reveals that parents with young children are more inclined to seek complete relaxation (74%) compared to those without children or with children over 18 years old (65%). Additionally, individuals aged 35-44 are more likely to aspire to new experiences during their vacation (35% vs. 29% of the total sample). Meanwhile, sports and recreational activities are particularly favored by men (22% vs. 11% for women) and young people aged 18-24 (21% vs. 15% of the total sample).   “The study reflects the adaptation of Romanians’ vacation plans in response to various economic or climatic challenges. This year, we see a significant increase in the tendency to plan vacations in the off-season and heightened sensitivity to extreme weather conditions, such as the red heatwave warnings our country is experiencing. Of course, the diversity in summer vacation preferences is also largely influenced by factors such as life stage or family status,” mentions Marius Luican, CEO of Reveal Marketing Research.   The majority of Romanians have planned vacations shorter than 7 days this summer (44%) and prefer to stay in hotels (43%)   The study data reveals that half of Romanians (54%) have planned just one vacation for this summer, while 30% intend to take two vacations, and 15% have planned three or more.   Regarding the duration of the main vacation this year, most Romanians report planning a period of less than 7 days (44%) or a timeframe of 7-10 days (36%).   Among Generation Z individuals aged 18-24, there is a notable trend towards planning vacations shorter than 7 days (52%). In contrast, those aged 35-44 are more likely to plan longer vacations, with 19% indicating a duration of 11-14 days (compared to 15% of the total sample), and 12% planning vacations of over 14 days (compared to 6% of the total sample).   Focusing on accommodation preferences, 43% of Romanian tourists have booked a hotel, 31% have chosen a guesthouse, and 15% have opted for an apartment or Airbnb. Age-wise, individuals over 55 particularly favor hotels (54%), while those aged 45-55 prefer guesthouses (38%).   *** About Reveal Marketing Research   Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.   Reveal Market Resources, study no. 161: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.   Methodology: The Reveal Marketing Research study was conducted online during 22.07 -26.07.2024, on a representative sample of individuals aged 18 and above, internet users, from urban and rural areas. The sample size was 1003 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.