What motivates people to travel and how do these choices shape holiday decisions? After setting the context in “The Longing for Ease”, the second part of the European Travel Trend Report turns to behaviour, examining how wellbeing and sport influence the way holidays are planned and experienced.
Drawing on a representative study, “Finding Balance” focuses on the growing role of wellbeing in travel decisions and how travellers combine rest and activity. Rather than defining holidays purely through destinations or single experiences, travellers increasingly describe what they want to gain from time away: recovery, a sense of wellbeing, and renewed physical and mental energy. Movement plays an important role in this context, not as a performance goal, but as a way to stay active and feel restored while on holiday.
Bringing together survey data from 8,000 participants across 13 European markets, booking insights from DERTOUR Group data and the qualitative expertise of specialist businesses, the report offers a broad, pan‑European view of current travel habits. Together, these perspectives reveal how expectations around wellbeing and activity are shaping travel choices and how Europe approaches time away today.
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