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Your holiday begins with Google – anticipation is an important part of the journey

2014-05-14, kl. 10:30

Swedes google their destination and determine where they will travel far in advance. 72 per cent decide on their destination more than three months ahead of time, compared to 69 per cent in 2012. Some 30 per cent decide six months or more in advance. Furthermore, women have an even longer planning horizon than men. These are some of the findings from the Traveller survey that Swedavia conducted together with TNS Sifo of 2,000 people who have flown on holiday over the past year.

Choosing the destination is an important part of the total travel experience, and 93 per cent decide where they will travel at least one month in advance. But it is most common for people to decide about three months ahead of time (42 per cent) or at least six months (30 per cent) before a trip. Last minute travel is clearly not something for most Swedes.

Deciding so far in advance, of course, allows people to research hotels and find good prices, but then they also have time to get lost in their imagination and daydream about their trip. Many people read travel blogs from their destination or look at videos from their hotel.

“It is clear that the travel experience begins long before the plane takes off from the airport. Today, we are used to everything going quickly and efficiently, but planning a trip should really take time. We want enough time to dream, live in anticipation, preferably for a few months,” says Michael Persson Gripkow, chief commercial and marketing officer at Swedavia.

It is mostly people between the ages of 30-49 who plan their trip well in advance, probably because travelling with small children requires a longer planning horizon. The same age group chooses their destination to large extent based on what is suitable for the family.

The Traveller survey is an annual report on Swedes’ travel habits and attitudes toward travel. TNF Sifo was commissioned by Swedavia to survey 2,000 Swedes who have flown on holiday in the past year about their views on travel, holidaymaking and airports. 

Other finds from the Traveller survey

  • 72 per cent of Swedes decide on their destination at least 3 months in advance, compared to 69 per cent in 2012.
  • 42 per cent decide 3 months in advance.
  • 30 per cent decide 6 months or more in advance – up from 26 per cent last year.
  • Young women plan more – 33 per cent decide at least 6 months in advance, compared to 16 per cent of young women.
  • People aged 30-49 decide 6 months in advance to a far greater extent than other age groups.
  • People from western Götaland and Halland plan the most. 47 per cent of respondents from there decide more than 6 months before their departure, followed by those from the counties of Kalmar (39 per cent) and Norrbotten (37 per cent).

About the survey

The Traveller survey of Swedes’ views of travel, holidaymaking and airports around the world was conducted by TNS Sifo at the request of Swedavia. It was carried out online September 30–October 9, 2013. Respondents between the ages of 18 and 79 were randomly selected. A total of 9,067 interviews were conducted, with the 4,594 respondents who answered yes to the question whether they had flown on holiday over the past year constituting the basis of the survey results. For national results, 2,000 people were used as the basis.