Research: Summer 2024 Vacation Trends – Habits and Preferences of Romanians

3 out of 4 Romanians Plan to Take a Vacation in the Next Three Months

Vacations play a crucial role in our lives, offering us the chance to disconnect from the daily grind and recharge. In a world that’s increasingly fast-paced, where stress and mental pressure are on the rise, taking time off is no longer a luxury—it’s a necessity. A well-deserved break has a significant impact on both mental and physical health.

Vacation periods not only help us relax, but they also give us the opportunity to explore new destinations, reconnect with loved ones, and rebalance our emotional state. Whether it’s an exotic destination or a serene retreat by the sea, nature plays a pivotal role in providing an escape from daily routines and enhancing well-being.

Romanians’ growing interest in taking holidays highlights the importance of rest and rejuvenation as a key part of maintaining productivity and overall well-being in both short and long terms.

Key Insights from the MKOR Study

• Vacations are a priority for 34% of Romanians, who plan to take a holiday at least 3-4 times per year.
• This summer, 3 out of 4 Romanians plan to go on vacation, with the peak periods being July (33%) and August (38%).
• Romanians tend to be more conservative in their vacation choices, with 61% revisiting familiar destinations. However, Gen Z and Gen X are more inclined to explore new locations compared to the average traveler.
• Both local and international destinations are equally popular. Domestically, the coastline is the top choice (44%), while Greece ranks highest abroad (31%).
• Tourist attractions are the most important factor when choosing a destination (24%), followed by cost, which holds less weight compared to 2017.
• 4 out of 10 Romanians are setting aside a larger budget for their 2024 summer vacation, with an average increase of 40% compared to previous years.

Vacation Habits

According to the MKOR study, one-third of Romanians go on vacation fairly frequently, at least 3-4 times a year, showing a trend towards prioritizing relaxation and exploration in their daily lives.

Additionally, 6 out of 10 Romanians enjoy vacations 1-2 times per year, particularly during the summer and winter months. However, 2 out of 10 mention that their last vacation was over 12 months ago.

The primary reason 1 in 2 Romanians do not travel more often is a lack of financial resources. Saving for major purchases like a house or a car is the second most cited reason, at 30%.

Summer Vacation Plans for 2024

Interest in summer vacations remains consistent with 2017: 77% of respondents plan to go on vacation this year. Only 4% will stay home, while 18% are still undecided.

2 out of 10 have already started their vacation as early as May. The peak season, when most will travel, is July (33%) and August (38%). Off-season travel is favored by 1 in 10 tourists, who aim to take advantage of discounts during that time.

Parents often plan their vacations around school holidays, opting mostly for the beginning or end of summer.

Week-long vacations (4-7 days) are the preferred choice for 60% of respondents. Compared to 2017, tours and circuits have gained popularity, with 3 out of 10 respondents planning to explore multiple destinations over one or two weeks. Only 8% opt for quick city breaks of 1-3 days.

Most Romanians travel in small groups: 45% will vacation with one other person, while 21% will travel in groups of three, likely a parent and child duo.

Preferred Destinations and Key Criteria for Choosing Them

Romanians tend to be conservative when choosing vacation destinations, with 6 in 10 respondents revisiting places they’ve been to before, averaging three visits per location. However, Generations Z and X show a more adventurous spirit, leaning towards exploring new destinations.

For most respondents (45%), the decision for the next vacation is a personal one. Nearly a quarter of them make this choice with their significant other (24%), while 22% make the decision with family.

Romanian tourists are open to both local (60%) and international (59%) destinations. Greece ranks as the most popular international destination (31%), followed by Bulgaria (16%), Italy (14%), and Turkey (13%).

Close to half (44%) of those who choose to vacation domestically head to the coastline, with Constanța and Mamaia being the top choices. Urban tourism appeals to 1 in 5 respondents, while traditional areas like Bucovina and Moldova are sought after by 14% of tourists. The mountains attract fewer visitors, only around 10%.

Tourists’ criteria for selecting vacation destinations highlight a desire to combine relaxation with cultural and natural exploration, all while maintaining a reasonable budget.

Exploring tourist attractions remains the most important factor for 1 in 4 respondents. This is followed by affordability (18%), scenic beauty and fresh air (15%), and family-friendly destinations (10%).

Compared to 2017, financial concerns have become more relevant, as travelers increasingly prioritize value for money when choosing locations.

Romanian Vacation Budgets for Summer 2024

The average budget allocated for summer vacations this year is approximately €1,000, similar to the amount from summer 2017. However, 4 out of 10 respondents estimate that they will spend more than this amount on their planned holidays.

People aged 28-43 years, men, and those living in central and western parts of the country are more likely to allocate larger budgets for vacations.

The percentage of those allocating a higher budget for summer vacations in 2024, compared to last year, has increased compared to 2017. In fact, 43% of respondents (compared to 32% in 2017) estimate a budget increase from last year, with an average growth rate of 40%.

Offers and Payment Methods

Early booking deals are popular among Romanians (22%), especially for those who are married or have young children. Group deals and last-minute offers attract specific segments of tourists, particularly those traveling in large groups, opting for city breaks, or being more spontaneous.

However, 60% of respondents say they haven’t benefited from any discounts when booking their vacation.

Regardless of whether they secured a deal or not, the majority of respondents (44%) choose to pay for their vacations online, particularly men, those with higher incomes, and higher education levels.

Generation X, married individuals, and those with young children prefer cash payments, either at the travel agency or directly at the accommodation (21%). A similar percentage (20%) did not pay for their vacation in advance.

Travel Agencies

4 in 10 Romanian tourists turn to recommendations and reviews on specialized websites and search engines when looking for accommodation options. Only 20% rely on travel agencies, and 14% book directly through the accommodation provider’s website.

Additionally, the number of Romanians planning to travel with a travel agency has decreased compared to 2017, with most preferring to organize their vacations independently. Only 16% of Romanians say they used a travel agency for their summer vacation this year, a 25% decrease compared to 2017.

Generation X, women, high earners, and parents are more likely to use the services of travel agencies.

Among those who do not use travel agency services, 75% prefer to organize their vacations on their own. Other reasons for avoiding agencies include lack of trust in agencies (8%), the inflexibility of packages (7%), and previous unpleasant experiences (6%).

Transport and Accommodation Options

For this summer’s travels, 6 out of 10 Romanians plan to use their personal car, while 28% will travel by plane. In the Bucharest-Ilfov area, people favor train travel over other means of transport.

Over half of the respondents (55%) will stay in hotels, making it the most popular choice, followed by guesthouses (24%). Staying with friends (6%) and hostels (2%) remain niche options.

Those opting for hotels or guesthouses prefer the comfort of 3- and 4-star accommodations (37% and 31%, respectively). Millennials, men, and those traveling internationally or visiting new destinations tend to avoid 5-star hotels.

Interestingly, 1 in 5 tourists rely on word-of-mouth to determine the comfort of the location where they’ll stay during their vacation.

Vacation Activities

The activities carried out during vacations play a crucial role in maximizing the benefits of these periods of rest and exploration. The most popular vacation activities, such as relaxation (79%), sightseeing (59%), and hiking (37%), not only offer recreational opportunities but also significantly contribute to the physical and mental well-being of individuals.

Relaxation helps reduce stress levels and recharge, while exploring tourist attractions enriches cultural knowledge and stimulates curiosity. Hiking, on the other hand, offers beneficial physical exercise and direct contact with nature, promoting a healthy lifestyle.

Men are often drawn to activities that provide adrenaline and thrills, such as water sports, diving, and cruises, reflecting a desire to experience intense adventures and push personal limits.

For parents, amusement parks represent the ideal choice, offering opportunities for fun and strengthening family bonds. These diverse activities not only enrich the vacation experience but also contribute to creating lasting memories and strengthening interpersonal relationships.

Insights from the Summer Vacation 2024 Study

• Sample size: 530 respondents
• Sample characteristics: Nationally representative by gender, age, and geographical distribution
• Target audience: General Romanian population aged 18 to 55
• Research method: Opinion survey (CAWI)
• Research tool: Questionnaire
• Approach: Online, through the MKOR Panel
• Study period: June 2024
• Graphic design: ThinkUP Marketing

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Press Coverage of the Study

The study has been picked up by multiple media outlets across Romania. Below are a few of the publications that have written about the research: