Hanover, 22 May 2017

Study: Holidays are the number one choice for European consumers

  • Pan-European YouGov survey on behalf of TUI reveals buying choices for discretionary spending – with holidays topping the list
  • More than one third spends at least 1,000 euros on annual holiday  

In a pan-European survey of consumer buying habits in some of Europe’s larger economies – Belgium, France, Germany, the Netherlands, Sweden and the UK - holidays are revealed as the top choice for discretionary spending. In a poll of more than 8,000 adults in six countries on behalf of TUI Group, research institute YouGov has asked Europeans about their spending habits. In spending discretionary income, Europeans all agree: holidays are first. In the UK, 43 percent would invest their money in a holiday. 39 percent of French and Belgians, 37 percent of Germans, 35 percent of the Dutch and more than one a quarter of all Swedish adults (26 percent) would most likely spend any additional income on a vacation. 

Holidays are the number one choice for European consumers. The next most favoured item is home improvements. 22 percent of French and German people, 20 percent of Belgians, 18 percent of the Brits and 17 percent of the Dutch said they would spend free cash on improving their apartments or homes, with the Swedes rather choosing to invest in clothes (20 percent). Only 13 percent of Swedes would invest their spare cash in home improvements. In third place in most countries are investments into electronic items (e.g. laptop, tablet, TV), whilst in Sweden these are near the same level as home improvements (12 percent).

More than one third of the respondents are willing to spend at least 1,000 euros (1,000 pounds in the UK) annually on a holiday. 34 percent of the Brits would spend more than 1,000 pounds, in Germany 39 percent of consumers would spend at least 1,000 euros. Also in the Netherlands (36 percent) and Belgium (37 percent) more than one third is willing to spend minimum that amount. In France the share is 32 percent. 

Notes to editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 8,314 adults over the six countries. Fieldwork was undertaken between 5 April – 2 May 2017.  The figures have been weighted and are representative of all adults from the respective countries (aged 18+).

About the TUI Group

TUI Group is the world’s number one integrated tourism group operating in around 180 destinations worldwide. The company is domiciled in Germany. TUI Group’s share is listed in the FTSE 100 index, the leading index of the London Stock Exchange and in the German open market. In financial year 2015/16, TUI Group recorded turnover of €17.2bn and an operating result of €1.001bn. The Group employs 67,000 people in more than 100 countries. TUI offers its 20 million customers comprehensive services from a single source. It covers the entire touristic value chain under one roof. This comprises leading tour operator brands and 1,600 travel agencies in Europe, five European airlines with around 150 modern medium and long-haul aircraft, more than 300 Group-owned hotels and resorts with premium brands such as RIU and Robinson. With cruise ships ranging from the MS Europa and MS Europa 2 luxury class vessels to the “Mein Schiff” fleet of TUI Cruises and the vessels of Thomson Cruises in the UK, TUI is also strongly positioned in the growing cruise sector. Global responsibility for sustainable economic, ecological and social activity is a key feature of our corporate culture. TUI has joined the UN Global Compact and, as the only tourism group, it is listed in the renowned Dow Jones Sustainability Index (DJSI) World.