How do students think when planning their summer vacation? What do they want to see and experience, how do they want to travel and stay? Find answers to these questions and much more when we now release a new report from UngInsikt – Good away or best at home?
The stereotype of students hitchhiking around Europe and making a living as street musicians belongs to a different generation. Nowadays, students’ summer vacations are more thought-out and planned. They involve a balance of budget and opportunities when planning for a sunny vacation or an adventure.
How it looks varies quite a lot among the students. Sunny vacations are at the top, which is in line with the vacation habits of the population at large. What distinguishes the student group is a clearer focus on adventure, where a round-the-world trip and interrailing are high on the list of dream vacations.
Almost half of the students say they are less inclined to travel away for vacation this summer. A large portion of them belong, unsurprisingly, to the group that feels that their financial situation has worsened recently.
At the same time, almost as many indicate that they are unaffected by the economic situation or that they even plan to travel more than before, despite limited budgets and expensive times. This indicates that vacation trips are a prioritized expense where students are prepared to save money on other things to have a period of relaxation.
A clear majority turn to Google when doing their research, and anything else was not expected. Almost half state that they draw inspiration and tips from friends and family. Tour operators, blogs, and travel apps also make an impression on the top list.
Among social media, TikTok is the most common, closely followed by Instagram. An interesting note is the difference in the use of TikTok. Only 9 percent of men use the channel while nearly a third, 29 percent of women, state that they use TikTok for information about possible destinations.
Hotels are by far the most common form of accommodation, which is not surprising. More unexpected is the equally clear second place on the top list, which is staying with friends/family when vacationing. A large network of friends and acquaintances during student life combined with a limited travel budget is likely a strong contributing reason for this. It is worth noting that Airbnb is outside the podium places with just under one-fifth of students using this relatively inexpensive form of accommodation on their vacation.
We of course also continue in this UngInsikt to follow the students’ status regarding well-being, finances and satisfaction with their educational choices.
Download the report here (only available in Swedish):
For more information, contact:
Arber Karaqica, Marketing Director Mecenat AB
arber.karaqica@mecenat.com
Pelle Ahlin Olofsson, Business Area Manager Society & Opinion Demoskop
