What motivates Romanians to travel? Is it for pleasure or business, and what are their preferred destinations? These are among the questions Romanians have answered in the “Travel Habits of Romanians 2023 – AVIS” study.
AVIS has expressed interest in assessing the behaviors and attitudes of Romanians regarding travel within and outside the country, as well as car rental practices. In this context, AVIS has entrusted MKOR Consulting to conduct a detailed study to gauge the national sentiment towards travel, segmented by gender, age, and geographic distribution.
Travel Behaviors and Preferences of Romanians
The research was conducted in two stages: quantitative and qualitative research, utilizing a mixed-method approach. Data were collected in April 2023 through an online survey, conducted with the assistance of MKOR’s proprietary panel, and through focus groups.
The data revealed that, in the past year, the majority of Romanians have traveled more within the country than abroad. Consequently, 91% of respondents traveled domestically in the last 12 months. On average, the number of internal trips per individual is six.
Those who chose an international destination, which accounts for 4 in 10 respondents, typically ventured outside the country less than four times.
Purpose and Perceptions of Travel Among Romanians
When it comes to the purpose of travels, the intention varies depending on the destination. Foreign lands are generally favored for leisure time. Among respondents, 7 out of 10 have spent their most recent holiday traveling abroad. As for domestic travel, nearly 4 out of 10 respondents have traveled within the country for business in their most recent trip.
In terms of travel planning, 43% of respondents adopt a pragmatic approach. They set clear goals for their travel and adhere to a defined schedule with limited time. Conversely, 12% of respondents prefer a seamless experience, opting for all-inclusive offers rather than arranging every detail of the trip themselves.
For 1 in 5 respondents, exploring new cultures is not a significant part of their travel experience.
Travel planning is influenced by its impact on the environment and quality of life, yet this aspect is the least prevalent among respondents’ behaviors, accounting for merely 5%.
Research Objectives
To better understand the travel habits of Romanians, the study focused on the following main objectives and directions:
- Identifying general travel objectives
- General car rental behaviors
- Perceptions of car rental services
- Planning behaviors for travelers
- Purposes of travel, frequency, and destinations
Study Highlights in the Press
The study’s findings on car rental habits and travel preferences have garnered attention from the press in Romania. The impressive media coverage reflects the study’s relevance and public interest. Noteworthy articles describing this study include:
This study demonstrates the utility and relevance of the data provided for understanding the behavior of Romanians concerning travel and auto rental services. The information offered by the study aids journalists and the general public in learning more about the current habits of Romanians in the field of tourism.
About the Auto Rental Market Research
The aim of the study was to unveil the preferences of Romanians when it comes to travelers and the rental of vehicles, whether for trips within the country or abroad, for leisure or business purposes.
- Target market: potential or current users of car rental services.
- Research tools: Online opinion surveys (CAWI) and focus groups carried out online.
- Sample: random, stratified, nationally representative based on gender, age, and geographic distribution.
- Mixed methodology: quantitative and qualitative.
About Avis
Client Testimonial
The team at AVIS has expressed satisfaction with the research we have conducted, appreciating the fact that it enables them to make strategic decisions based on the insights provided:
We at AVIS are grateful for the research conducted by MKOR that has played a pivotal role in our strategic decision-making. The focus on objectives, insightfulness, and the synthesis of results have been essential ingredients in our joint project’s success. We endorse MKOR as a partner of high caliber in research.
Andreea Bușe, Marketing Manager, Avis Budget Rent a Car România
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