Currently, 9 in 10 respondents intend to go on holiday in the next 12 months. This is more than last year, when 8 in 10 indicated that they would go on holiday in the coming year. It is striking that sustainability, rising prices and extreme weather conditions play an important role in holiday choices. Among Dutch people, 51% have already booked a holiday and another 39% intend to do so. The month of May in particular appears to be a popular holiday month among Dutch people; 1 in 5 has holiday plans for the month of May.
This is evident from the nineteenth edition of the Holiday Sentiment Monitor that the Netherlands Board of Tourism & Conventions (NBTC) released today. This research in seven different countries (the Netherlands, Germany, Belgium, the United Kingdom, France, the United States and China) provides insights into holiday plans and the influence of current events on them.
1 in 10 Dutch people avoid high season due to rising prices
Of all respondents, an average of 50% indicate that they are forced to make adjustments to their holiday behavior due to rising prices. This applies most to the Chinese and French (60% and 57%), and the least to the Dutch (38%). Adjustments made in particular are reducing the number of holidays and opting for cheaper accommodations. Interestingly, 10% of Dutch people avoid the high season due to rising prices, an increase compared to last year. At the same time, an average of 44% of all respondents indicate that they have a comparable budget for their next holiday as in previous years. Even 31% indicate that they have more budget available.
Extreme weather leads to holiday adjustments
Extreme weather conditions influence the choice of holiday for an average of 46% of all respondents. As a result of extreme weather, holidaymakers mainly adjust the period in which they go on holiday. However
1 in 5 Dutch people choose a different destination due to increasing extreme weather conditions. Meanwhile, British and Americans are paying more attention to the conditions and insurance when booking a holiday.
Sustainability has a major influence on holiday choices
When booking holidays, an average of 51% of all respondents consider it important to take sustainability into account. Sustainability has more influence on holiday choices than possible crowds at airports and…
conflicts in the world. It is striking that the Dutch take sustainability into account the least. The Chinese indicate most that they take sustainability into account, through their choice of accommodation, for example,
means of transport or destination.
There is a greater need to spread out holidays
The results show that the month of May is a popular holiday month among Dutch people. We also see that aspects such as affordability and weather conditions play a role for a large group of Dutch people
holiday choices. According to general manager Jos Vranken, an interesting development: “There seems to be an increasing need for holiday spread. This can provide more choices and lower prices for consumers. Diversification is also interesting for entrepreneurs; it can ensure more visitors outside the high season. In this way, visitors also make a valuable contribution outside peak times. Times when it is often very busy and accommodations are already full, for example. Distribution can also relieve pressure on cities and regions. It is clear that we need to gain more insight into its effects and the appropriate measures, such as making holidays more flexible. As a sector, we need to discuss this with each other and with education.”
