Global 201704 Global Studies Vacation Type 694193042

Preferred vacation type
Global GfK survey
April 2017
GfK 2017 | Preferred vacation type 1
Global GfK survey: Preferred vacation type
1 Methodology
2 Global results
3 Country results
To see country results, click on the map. To go back to the table of content, click on the GfK logo anywhere in the document.
Methodology

Countries covered, methodology and sample size
GfK interviewed in summer 2016 more than 22,000 consumers (aged 15 and older) in 17 countries online.
The data have been weighted to reflect the demographic composition of the online population age 15+ in each market.
The global/total sample average shows the percentage for the weighted proportion of the target population relative to the other countries
within a global, regional or other multi-country total and it is not a numerical addition of the average percentages from each country.
Argentina (online/n=1007) Japan (online/n=1500)

Australia (online/n=1001) Mexico (online/n=1000)
Belgium (online/n=1004) Netherlands (online/n=1003)
Brazil (online/n=1500) Russia (online/n=1501)
Canada (online/n=1002) South Korea (online/n=1000)
China (online/n=1510) Spain (online/n=1500)
France (online/n=1501) UK (online/n=1501)
Germany (online/n=1502) USA (online/n=1536)
Italy (online/n=1503)

Question
Which of these two statements best describes your

preferred type of vacation?
An active vacation where I do or see lots of things
A vacation where I relax and take it easy
Not sure

Global results

Highlights
In a 17-country online survey conducted by GfK, well over half (59 percent) of people
say they prefer a vacation where I relax and take it easy
Just over a third (35 percent) prefer an active vacation where I do or see lots of things
Brazil, South Korea and Japan lead for favoring relaxing vacations
Italy, France and Spain lead for active holidays
Teenagers most inclined to energetic vacations; those aged in their forties are most
inclined to lazy ones

Preferred
vacation type
Average across
all 17 countries
35% 59% 6%
35% 60% 5%
Total plus
breakdown
by gender
35% 58% 7%
An active vacation where A vacation where

Not sure
I do or see lots of things I relax and take it easy
Source: GfK survey among 22,000 Internet users (ages 15+) in 17 countries Global average is weighted based on the size of each country proportional to the other countries rounded
Preferred
vacation type
Average across
all 17 countries
15 19
43% 51% 7%
years
20 29
37% 59% 5%
years
30 39
34% 61% 5%
years
40 49
29% 64% 7%
years
Age groups
50 59
33% 60% 7%
years
60+
33% 57% 9%
years

Not sure
Preferred
vacation type
Average across
all 17 countries
No
34% 58% 8% children
<20
With
39% 57% 5% children
13 19
With or
With
without 34% 62% 4% children
children in 6 12
household
With
35% 62% 3% children
<6

Not sure
Preferred
vacation type
45%
44%
43%
An active vacation where 41% 41%
I do or see lots of things
Italy France Spain Canada Mexico
Top 5 countries 71%

66% 66%
62%
A vacation where 58%
I relax and take it easy
Brazil South Korea Japan China Argentina
Source: GfK survey among 22,000 Internet users (ages 15+) in 17 countries rounded
Country results Europe

Belgium

Preferred
vacation type
Average across
Belgium
38% 54% 9%
41% 53% 7%
Total plus
breakdown
by gender
35% 55% 10%

Not sure
Source: GfK survey among 22,000 Internet users (ages 15+) in 17 countries data have been weighted to reflect the demographic composition of the online population rounded
Preferred
vacation type
Average across
Belgium
15 19
46% 48% 6%
years
20 29
50% 44% 6%
years
30 39
32% 61% 7%
years
40 49
31% 61% 8%
years
Age groups
50 59
36% 55% 9%
years
60+
38% 50% 12%
years

Not sure
Preferred
vacation type
Average across
Belgium
No
40% 51% 9% children
<20
With
37% 56% 7% children
13 19
With or
With
children in 6 12
household
With
32% 65% 3% children
<6

Not sure
France

Preferred
vacation type
Average across
France
44% 49% 7%
43% 51% 6%
Total plus
breakdown
by gender
44% 47% 8%

Not sure
Preferred
vacation type
Average across
France
15 19
50% 40% 10%
years
20 29
52% 40% 8%
years
30 39
41% 51% 8%
years
40 49
39% 56% 5%
years
Age groups
50 59
44% 50% 7%
years
60+
42% 50% 8%
years

Not sure
Preferred
vacation type
Average across
France
No
45% 47% 9% children
<20
With
45% 51% 4% children
13 19
With or
With
children in 6 12
household
With
42% 51% 7% children
<6

Not sure
Germany

Preferred
vacation type
Average across
Germany
32% 57% 11%
35% 54% 11%
Total plus
breakdown
by gender
30% 60% 11%

Not sure
Preferred
vacation type
Average across
Germany
15 19
47% 39% 14%
years
20 29
32% 56% 12%
years
30 39
32% 57% 11%
years
40 49
29% 63% 9%
years
Age groups
50 59
31% 62% 7%
years
60+
33% 54% 13%
years

Not sure
Preferred
vacation type
Average across
Germany
No
34% 55% 11% children
<20
With
13 19
With or
With
children in 6 12
household
With
<6

Not sure
Italy

Preferred
vacation type
Average across
Italy
45% 50% 5%
41% 54% 5%
Total plus
breakdown
by gender
48% 46% 6%

Not sure
Preferred
vacation type
Average across
Italy
15 19
47% 44% 9%
years
20 29
50% 46% 5%
years
30 39
45% 50% 5%
years
40 49
44% 52% 4%
years
Age groups
50 59
44% 48% 7%
years
60+
39% 56% 5%
years

Not sure
Preferred
vacation type
Average across
Italy
No
43% 51% 6% children
<20
With
46% 48% 6% children
13 19
With or
With
children in 6 12
household
With
45% 52% 4% children
<6

Not sure
Netherlands

Preferred
vacation type
Average across
the Netherlands
36% 55% 10%
38% 52% 10%
Total plus
breakdown
by gender
33% 57% 10%

Not sure
Preferred
vacation type
Average across
the Netherlands
15 19
37% 49% 14%
years
20 29
45% 43% 12%
years
30 39
32% 55% 13%
years
40 49
33% 60% 7%
years
Age groups
50 59
39% 57% 4%
years
60+
30% 58% 12%
years

Not sure
Preferred
vacation type
Average across
the Netherlands
No
<20
With
35% 56% 9% children
13 19
With or
With
children in 6 12
household
With
31% 66% 3% children
<6

Not sure
Russia

Preferred
vacation type
Average across
Russia
40% 53% 7%
41% 53% 7%
Total plus
breakdown
by gender
40% 53% 8%

Not sure
Preferred
vacation type
Average across
Russia
15 19
43% 46% 10%
years
20 29
37% 57% 6%
years
30 39
43% 51% 6%
years
40 49
40% 53% 8%
years
Age groups
50 59
39% 52% 9%
years
60+
49% 39% 12%
years

Not sure
Preferred
vacation type
Average across
Russia
No
36% 55% 9% children
<20
With
43% 50% 7% children
13 19
With or
With
children in 6 12
household
With
41% 52% 7% children
<6

Not sure
Spain

Preferred
vacation type
Average across
Spain
43% 49% 8%
41% 52% 7%
Total plus
breakdown
by gender
45% 46% 9%

Not sure
Preferred
vacation type
Average across
Spain
15 19
46% 42% 12%
years
20 29
55% 36% 9%
years
30 39
47% 45% 7%
years
40 49
38% 55% 7%
years
Age groups
50 59
40% 54% 6%
years
60+
35% 56% 9%
years

Not sure
Preferred
vacation type
Average across
Spain
No
<20
With
47% 48% 5% children
13 19
With or
With
children in 6 12
household
With
43% 53% 4% children
<6

Not sure
United Kingdom

Preferred
vacation type
Average across
the United Kingdom
40% 51% 10%
41% 51% 8%
Total plus
breakdown
by gender
39% 51% 11%

Not sure
Preferred
vacation type
Average across
the United Kingdom
15 19
45% 49% 6%
years
20 29
54% 40% 6%
years
30 39
41% 49% 10%
years
40 49
34% 56% 10%
years
Age groups
50 59
34% 57% 9%
years
60+
34% 53% 13%
years

Not sure
Preferred
vacation type
Average across
the United Kingdom
No
<20
With
44% 50% 6% children
13 19
With or
With
children in 6 12
household
With
49% 47% 4% children
<6

Not sure
Country results North America

Canada

Preferred
vacation type
Average across
Canada
41% 50% 9%
38% 53% 9%
Total plus
breakdown
by gender
43% 47% 10%

Not sure
Preferred
vacation type
Average across
Canada
15 19
47% 41% 12%
years
20 29
48% 44% 8%
years
30 39
39% 53% 8%
years
40 49
40% 51% 9%
years
Age groups
50 59
38% 52% 10%
years
60+
38% 53% 10%
years

Not sure
Preferred
vacation type
Average across
Canada
No
<20
With
47% 47% 6% children
13 19
With or
With
children in 6 12
household
With
<6

Not sure
USA

Preferred
vacation type
Average across
the USA
38% 54% 9%
38% 54% 8%
Total plus
breakdown
by gender
37% 53% 10%

Not sure
Preferred
vacation type
Average across
the USA
15 19
50% 40% 10%
years
20 29
39% 53% 8%
years
30 39
36% 58% 6%
years
40 49
36% 55% 9%
years
Age groups
50 59
31% 58% 10%
years
60+
39% 51% 10%
years

Not sure
Preferred
vacation type
Average across
the USA
No
<20
With
43% 50% 7% children
13 19
With or
With
children in 6 12
household
With
37% 61% 2% children
<6

Not sure
Country results Latin America

Argentina

Preferred
vacation type
Average across
Argentina
37% 58% 6%
35% 59% 6%
Total plus
breakdown
by gender
38% 56% 6%

Not sure
Preferred
vacation type
Average across
Argentina
15 19
39% 55% 6%
years
20 29
43% 51% 6%
years
30 39
36% 60% 5%
years
40 49
32% 63% 6%
years
Age groups
50 59
21% 73% 6%
years
60+
27% 69% 4%
years

Not sure
Preferred
vacation type
Average across
Argentina
No
37% 54% 8% children
<20
With
37% 60% 3% children
13 19
With or
With
children in 6 12
household
With
32% 65% 3% children
<6

Not sure
Brazil

Preferred
vacation type
Average across
Brazil
26% 71% 3%
29% 68% 3%
Total plus
breakdown
by gender
24% 73% 3%

Not sure
Preferred
vacation type
Average across
Brazil
15 19
34% 61% 5%
years
20 29
29% 68% 3%
years
30 39
27% 71% 2%
years
40 49
16% 81% 3%
years
Age groups
50 59
17% 80% 3%
years
60+
17% 80% 4%
years

Not sure
Preferred
vacation type
Average across
Brazil
No
25% 70% 4% children
<20
With
29% 68% 3% children
13 19
With or
With
children in 6 12
household
With
27% 71% 2% children
<6

Not sure
Mexico

Preferred
vacation type
Average across
Mexico
41% 56% 4%
40% 57% 3%
Total plus
breakdown
by gender
41% 55% 4%

Not sure
Preferred
vacation type
Average across
Mexico
15 19
46% 47% 6%
years
20 29
49% 49% 3%
years
30 39
40% 57% 3%
years
40 49
25% 72% 3%
years
Age groups
50 59
29% 69% 2%
years
60+
17% 79% 5%
years

Not sure
Preferred
vacation type
Average across
Mexico
No
37% 56% 7% children
<20
With
41% 56% 3% children
13 19
With or
With
children in 6 12
household
With
43% 56% 1% children
<6

Not sure
Country results Asia-Pacific

Australia

Preferred
vacation type
Average across
Australia
38% 52% 10%
37% 52% 12%
Total plus
breakdown
by gender
39% 52% 9%

Not sure
Preferred
vacation type
Average across
Australia
15 19
42% 42% 15%
years
20 29
40% 51% 9%
years
30 39
33% 60% 7%
years
40 49
35% 50% 15%
years
Age groups
50 59
35% 54% 12%
years
60+
44% 49% 7%
years

Not sure
Preferred
vacation type
Average across
Australia
No
<20
With
13 19
With or
With
children in 6 12
household
With
39% 53% 8% children
<6

Not sure
China

Preferred
vacation type
Average across
China
33% 62% 5%
33% 63% 4%
Total plus
breakdown
by gender
33% 60% 7%

Not sure
Preferred
vacation type
Average across
China
15 19
43% 51% 5%
years
20 29
35% 61% 3%
years
30 39
31% 65% 4%
years
40 49
23% 69% 8%
years
Age groups
50 59
35% 59% 6%
years
60+
25% 63% 13%
years

Not sure
Preferred
vacation type
Average across
China
No
32% 61% 7% children
<20
With
38% 57% 5% children
13 19
With or
With
children in 6 12
household
With
33% 65% 2% children
<6

Not sure
Japan

Preferred
vacation type
Average across
Japan
28% 66% 6%
29% 66% 5%
Total plus
breakdown
by gender
27% 67% 6%

Not sure
Preferred
vacation type
Average across
Japan
15 19
34% 62% 4%
years
20 29
25% 67% 7%
years
30 39
34% 59% 7%
years
40 49
25% 71% 4%
years
Age groups
50 59
29% 66% 6%
years
60+
26% 69% 5%
years

Not sure
Preferred
vacation type
Average across
Japan
No
27% 67% 6% children
<20
With
28% 68% 4% children
13 19
With or
With
children in 6 12
household
With
40% 57% 4% children
<6

Not sure
South Korea

Preferred
vacation type
Average across
South Korea
30% 66% 3%
31% 67% 2%
Total plus
breakdown
by gender
30% 66% 4%

Not sure
Preferred
vacation type
Average across
South Korea
15 19
31% 61% 8%
years
20 29
28% 69% 4%
years
30 39
32% 63% 5%
years
40 49
28% 70% 2%
years
Age groups
50 59
31% 67% 2%
years
60+
35% 64% 2%
years

Not sure
Preferred
vacation type
Average across
South Korea
No
27% 69% 4% children
<20
With
34% 63% 3% children
13 19
With or
With
without 37% 62% children
children in 6 12
household
With
41% 58% 1% children
<6

Not sure
For more information please contact
press@gfk.com

Global 201704 Global Studies Vacation Type 694193042

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Preferred vacation type

Global GfK survey

GfK 2017 | Preferred vacation type 3

Argentina (online/n=1007) Japan (online/n=1500)

GfK 2017 | Preferred vacation type 4

Which of these two statements best describes your

An active vacation where I do or see lots of things

A vacation where I relax and take it easy

GfK 2017 | Preferred vacation type 5

GfK 2017 | Preferred vacation type 6

Italy, France and Spain lead for active holidays

GfK 2017 | Preferred vacation type 7

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

Top 5 countries 71%

GfK 2017 | Preferred vacation type 12

GfK 2017 | Preferred vacation type 13

35% 55% 10%

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 17

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 21

32% 57% 11%

35% 54% 11%

30% 60% 11%

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 25

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 29

36% 55% 10%

38% 52% 10%

33% 57% 10%

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 33

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 37

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 41

40% 51% 10%

39% 51% 11%

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where

GfK 2017 | Preferred vacation type 45

GfK 2017 | Preferred vacation type 46

43% 47% 10%

An active vacation where A vacation where

An active vacation where A vacation where

An active vacation where A vacation where