At the-marketing-labs, we’ve been talking to consumers since 2012 through our proprietary insights communities France & UK, researching how technology plays a role in people’s daily lives. We’ve also started to discuss lifestyle and everyday life.
In April we asked our participants about their travel plans for the coming months, and we've just completed discussions about their travels this Summer.
Back in the Spring, participants France and UK were planning a number of short trips and weekends, usually topped with a week to 2 weeks summer holidays.
Discovering new places in the sun and visiting iconic sites was a key reason for choosing their holiday destinations, while a few preferred to travel to familiar places within easy reach.
Less than half had plans to leave the country, usually for Mediterranean countries - Spain, Italy, Greece or Egypt. Exceptions included travelling to Switzerland and Singapore, as well as a 3 weeks holiday in Florida.
In terms of local destinations, Brittany was quoted a few times, alongside big cities like Paris, Lyon, and London or the Côte d’Azur in the South of France.
Interestingly enough, in April most had already booked their summer holidays.
Across France and the UK, about a third were planning to stay with friends or family, another third at an AirBnB, and the rest planned either camping, hotel, holiday resort or rented accommodation.
These results mirror polls like the survey conducted in June for Atout France with 2k French residents.
Just like participants in the Atout France survey, the members of our France community had chosen to stay in France and were planning to travel by car for most of them.
Travelling by car is flexible and provides for exploring a region with a whiff of a local adventure.
The next holiday will be in Brittany (when you come from the south, you appreciate a bit of coolness in summer!) for about ten days this summer, as a couple. We'll be staying in hotels so that we can visit several places during our stay. We've already booked and we'll be travelling by car for a little 'road trip'. (France community, April 2024)
We have booked a static caravan at Blair Castle caravan park which is set in woodland and river not far from Blair Castle in Blair Atholl near Pitlochry. I am going with my husband and dog. (UK community, April 2024)
This month, as we asked them what they effectively did, many had implemented their holidays as per plan, unsurprisingly as many trips were already booked back in April.
Some did ultimately postpone holidays for practical reasons, such as a partner being too busy with work. This applied to flexible plans like staying with friends/family and travelling by car.
Others opted for close destinations because of limited finances and lack of time.
One key insight from these discussions is the importance of being able to relax and finally unwind. Many mentioned enjoying some kind of relaxing settings - be they little villages, preserved nature, wood and river, lakeside cabins or peaceful cities.
Yet the circumstances of the trip could play a key role in their degree of enjoyment. Whether they went far away or stayed local, irritants like very wet or very hot weather, issues with accommodation, dirty city surroundings and crowds are quoted by those who keep a mixed memory of their holidays.
It was wet for about two half days this time- much wetter than last year. There were also a couple of problems with the accommodation this time which is unusual. So maybe the favourite part was going home! (UK community, September 2024)
We went to Egypt, visited the Sphynx and the impressive Pyramids staying in an all-inclusive hotel. The weather was fantastic, a bit too hot for us Europeans lol. I regret going to Cairo the city is not very beautiful, it's more of a dumping ground, even the visit to the Nile was disappointing as it was full of rubbish, but we wanted to see it once and now we have. (France community, October 2024)
The best moment was the visit to the museum but with no air conditioning grrrr...Otherwise the hotel swimming pool and its tobbogan for the children which was top, and the food. (France community, October 2024)
Ultimately, their favourite holidays occasions involved enjoying something really different for a true change of scenery, something which could have been fairly unique.
I preferred London because the city is so peaceful. London Bridge, the squirrels, the Royal Guard. The timeless Camden Town district and its street food, a beautiful canal and a large park. Strangely enough, you can breathe! (France community, October 2024).
As taking into account family was critical in choosing their holiday destination - whether going with children or organising a family reunion - memorable moments included particularly joyful family occasions of a unique kind.
My favorite moment was seeing my grandson, age 1, begin to walk. (UK community, October 2024)
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