April 12th, 2024, Janice Fernandes
As summer travel heats up, a new YouGov study explores how international consumers prioritize their spending when planning trips. Surveying 17 markets, the research sheds light on which aspects of travel budgets see the most wiggle room and where travelers are less likely to make concessions.
The data reveals a global trend towards flexibility. Across all markets, around a third of respondents (34%) indicate a willingness to compromise on travel timing, such as avoiding peak seasons or weekends. Food and dining (34%) and accommodation type (33%) also emerge as areas where travelers are open to adjustments.
However, the core travel experience remains a priority. Roughly a fifth of travelers are less willing to budge on their destination (21%), travel experiences (20%), or indulging in seat upgrades (19%).
Accommodation flexibility
The survey found a regional divide in terms of accommodation spending. Travelers from Indonesia (59%), India (39%), and the United Arab Emirates (39%) displayed the most openness to exploring different lodging options. They were followed closely by Singapore (37%), Australia (35%), and Great Britain (32%).
Conversely, some European countries showcased a stronger preference for sticking to their accommodation plans. Travelers from Germany (26%), Sweden (27%), and Denmark (26%) were least likely to compromise on lodging expenses. Similarly, North American travelers seemed less flexible, with only around three in ten (Canada: 30%, US: 29%, Mexico: 29%) more willing to adjust their stay budgets.
Where are travelers drawn to spend?
Travelers appear to draw a line when it comes to their dream destinations. Hong Kong (30%), Denmark (26%), Great Britain (25%), Germany (25%), and Australia (24%) stand out as markets where travelers were least likely to compromise on their desired locations.
On the other hand, some countries display greater flexibility. Indonesia (10%), France (17%), and the United States (19%) have a lower percentage of respondents less willing to consider alternative destinations.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 501 and 2023 for each market. All surveys were conducted online in January 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.
Image: Getty Images