Kuoni's Global Holiday Report (english) PDF • 3.15 MB

In a
nutshell
French holidaymakers seek budget food, allinclusive
holidays are an anathema to Norwegians,
Italians have the most sex with strangers, Finns are the
most inclined to only eat local foods, the Spanish splash
their cash, Indian women eat fast food and the Swiss
loathe topless sunbathing.
These are just some of the cross-cultural behavioural
differences highlighted between 12 disparate markets
when on holiday, and reported in leading tour operator
Kuoni’s first ever Global Holiday Report.
Having been in the business for over 100 years, Kuoni
tries to get under the skin of the typical holidaymaker,
and taps into these trends on an annual basis. Previous
research done by the company has concluded that
geography is only one aspect of it, whether it’s an
exotic beach getaway, family break, safari or outdoor
trip, spa treat, romantic interlude or world class luxury.
What we want to do while away is another decision
Kuoni uncovered; some want to relax, others crave
adventure and excitement, time-poor couples need to
reconnect, while a week or two of quiet reflection can
trigger life-changing decisions.
For this first Global Report, Kuoni dug still further.
We surveyed holidaymakers aged 25-65 from 12
markets, who go on holiday abroad at least once every
year, to get under the skin of different nationalities
and to find out how they behave before, during and
after their trip.
Some 12 117 holidaymakers, were interviewed from
Benelux, Denmark, Finland, France, Hong Kong, India,
Italy, Norway, Spain, Sweden, Switzerland and the
UK (in the Nordic countries, Kuoni is operating under
the brand Apollo). The independent research was
carried out by Opinion Matters between November
and December 2010.
kuoni holiday report 2011
pages 04 05
Holidaymakers were asked about what they
eat and drink, what they wear, how they
prepare, what they enjoy and whom they make
friends with. The results point up interesting
differences between nationalities and
surprising facts about what a holiday can
do for individuals and couples, men and
women or different age groups.
The report unlocks sizzling facts about
holidaymakers’ sex lives while away from
home, about the detailed preparation
before a holiday, how eating habits change
and dress sense relaxes, and the impact
the holiday has once home. It reinforces
how a break from everyday life can broaden
horizons and change behaviours.
Such surveys will assist Kuoni in coming
closer to its customers as well as understanding
their deep seated wants and needs from a
holiday.
You can find our discoveries summarized
between all 12 markets as well as some
interesting “highs and lows” listed by country
on the following pages.
Kuoni's Holiday Report 2011
is also available online at:
www.kuoni.com/holidayreport
Detailed country reports will be made available
on this website after their release date, too.