BAT Leisure Research Institute analyzes holiday behavior

„"The year 1983, which went down in recent tourism history as the 'record year for late bookings', signals a fundamental change in attitudes towards holiday travel." This is the conclusion drawn by Professor Dr. Horst W. Opaschowski, Scientific Director of the BAT Leisure Research Institute, after evaluating the representative survey on the topic of "Holidays 1983".

What appears outwardly as hesitation is in reality an attitude of inner serenity. Furthermore, vacationers want to escape time constraints and regulations. They travel more often, for shorter periods, and with greater self-confidence.

A survey conducted by the BAT Leisure Research Institute revealed that the short-trip market has now caught up with the traditional holiday market. Both sectors share the potential customer base equally, with 47 percent of respondents opting for one or the other. Professor Opaschowski concludes from this emerging trend that the "second holiday market," focused on short trips, will likely overtake the long-trip market significantly within the next few years. "Tour operators will have to come up with some innovative solutions," he advises.„

The study also reveals that women are significantly less able to afford longer vacations (43%) than men (52%). The unemployed are most affected by the lack of vacation time. Not even one in three was able to take a vacation of at least two weeks last year. In contrast, those fully employed largely maintained their usual vacation habits.

The survey conducted by the BAT Leisure Research Institute also investigated what those who opted out of their vacation did instead. It revealed that most of them thoroughly enjoyed their time at home. They pursued their hobbies (23%) or focused on their health (22%). Many (41%) simply did whatever they felt like. A striking difference exists between city and country dwellers. City dwellers who stayed home for their holidays can afford considerably more spontaneity. The city offers ample inspiration and choice. In contrast, rural areas not only have fewer options, but also a stronger commitment to daily responsibilities.

One finding from the BAT survey caused a surprise: around 13.6 million German citizens over the age of 14 stayed entirely at home in 1983. They took neither a long trip nor any other kind of trip at all. They opted to work through the year for professional reasons, to do DIY projects in their own house and garden, or to enjoy a "staycation.".

„"The importance of rest and relaxation during vacations has diminished, while the focus on activity and experiences has increased," said Professor Opaschowski at the presentation of his analysis during the Hamburg exhibition "Travel 84." The quality and intensity of the vacation experience are no longer a matter of travel duration. "What's in demand are leisure activities around the clock and travel activities year-round."“