The traditional summer holiday is under pressure. Due to rising travel costs, extreme temperatures, and overcrowding at popular destinations, the Dutch are thinking more consciously about how and when they go on vacation. Research by Univé among 1.067 Dutch people shows that simplicity is not just a way to save money. Almost half of the Dutch (49%) consciously desire a holiday where luxury is less important. Additionally, 63% would rather choose a longer, simple trip than a short luxury vacation.
This stands in contrast to the image on social media, where long-haul trips, exclusive resorts, and carefully styled vacation photos predominate. As a result, almost half of the Dutch feel that vacations are becoming increasingly extravagant. Many travelers themselves, however, are actually seeking time, unique experiences, and space to escape the daily hustle and bustle.
Young adults choose adventure over luxury
For many Dutch people, a simple holiday does not mean they want to get less out of their trip. On the contrary: almost half of the Dutch (48%) actually look for unique or special experiences more often during their holidays. For over a third (35%), an adventurous holiday is even more appealing than a relaxing one. Not luxury, but experiencing seems to be the starting point for a successful holiday for an increasing number of Dutch people.
Young adults, in particular, are leading the way in this regard. Almost three out of four Dutch people under the age of 30 consciously seek out unique experiences during their holidays. Furthermore, more than half of them find an adventurous holiday more appealing than a relaxing one.
Half of the Dutch long for simplicity
Rising travel costs play a role in holiday choices, but are not the only explanation. About half of the Dutch say they are more likely to choose a simple holiday due to higher travel costs. At the same time, 49% consciously desire a holiday where luxury is less important. Simplicity is therefore not only a way to save money, but for many Dutch people, it is also a conscious choice.
Conscious choices create room to enjoy
According to Univé, the results show that the Dutch are thinking more consciously about how they want to spend their holidays. Not maximizing luxury, but rather a holiday that aligns with what is important to someone, is gaining increasing value. Aafke Bos, Travel Insurance Specialist at cooperative Univé: “For many people, a successful holiday is no longer about maximizing luxury, but about what you experience together. This research shows that the Dutch are making increasingly conscious choices in this regard. Not because they have to, but because simplicity gives many people more room for what makes a holiday truly valuable.”
More information: www.unive.nl