With Valentine's Day approaching, romantic getaways are high on many couples' wish lists. A shared vacation can be a welcome break from everyday life and a way to get closer to each other. At the same time, a new study from TUI Musement shows that travel can also put relationships to the test.
According to the European study1 commissioned by TUI Musement, a leading provider of excursions and activities, planning is one of the most important and sensitive parts of a couples trip. Two out of three couples (66 percent) say they prefer to make decisions about what to see and do together, rather than one person taking the lead.
Finances are another issue that can often create tension. Nearly seven in ten (69 percent) say they either split costs equally or use a joint travel fund. Despite this, budgeting and spending are cited as one of the most common causes of irritation during the holiday.
“Holiday trips can reinforce both what works and what frays in a relationship. The study clearly shows that most conflicts on the trip are not about the destination or the quality of the trip itself, but about how you talk to each other and what expectations you have on the holiday,” says Dian Martinez Valencia, communications manager at TUI.
Small behaviors can create friction
Over 42 percent of respondents say they argue more than expected with their partner during the holidays. Behaviors that most often lead to friction include negative attitudes or excessive complaining, trying to control decisions without considering the other person, being late or disorganized, and lack of control over finances. The study also highlights some differences between the sexes. Among men, a strong focus on taking pictures or posting content on social media, as well as overpacking, are perceived as particularly annoying. Women view it more negatively when one partner prioritizes partying over shared activities and experiences.
– When expectations and communication are in place, however, a trip can be a way to strengthen the relationship and create wonderful lifelong memories together, says Dian Martinez Valencia, communications manager at TUI.
The travel expert's three tips for a frictionless couples' vacation
- Discuss expectations before departure
Discuss what you want out of the trip – rest, experiences, romance or a combination? Decide in advance what your budget is and how you will split costs if it is unclear, and ask questions like: Is it okay to have screen time during dinner? Does anyone need some alone time during the trip? - Plan together, but let go of control
Make a list of possible activities and restaurants, but leave room for spontaneity and individual preferences. A common ground plan reduces stress, but be prepared that delays and unexpected events can always occur. Maintain a positive attitude even when things don't go as planned and always have drinks and snacks ready in case you tend to get "hangry". - Having trouble deciding? Reduce friction with All inclusive
Do you easily argue about where to eat? Do you want a pool but your partner prefers to swim in the sea? Do you want to lie on a sun lounger all week with a book but your sweetheart prefers to exercise on vacation? By choosing an all-inclusive hotel with a wide range of options, you can minimize compromises and friction. TUI offers the hotel concept, among other things TUI BLUE Adults Only with several hotels offering all inclusive or half board.
1About the survey
The survey was conducted by Appinio for TUI Musement through an online survey. A total of 1,200 people aged 18-65 in the UK, Spain and Italy participated. The survey was conducted on 15-18 December 2025.
