Less screen time, sunbed parking and toilet visits in the sea. When the holidays begin, many Swedes leave the everyday rules at home. A new Sifo survey from TUI shows what we really do on holiday – for better or worse.
In the survey, conducted by Kantar Media on behalf of TUI, the holiday behaviors of Swedes have been mapped. Both the usual and the more unexpected. The results show that a majority reduced their screen time and prioritized family time during their last trip. Just over half of those surveyed state this. Almost as many (49 percent) say they allowed themselves to sleep without an alarm clock.
“There are some interesting differences in our holiday behaviours depending on factors such as age, income and life situation. But one thing that unites us is that the holiday is seen as a time for togetherness, recovery and spontaneity,” says Dian Martinez Valencia, communications manager at TUI.
One behavior that has been widely discussed on social media recently is whether it is okay to park sun loungers on the beach or by the pool. According to the survey, just under one in ten Swedes (9 percent) said they had parked a sun lounger during their last vacation. However, the figure is slightly higher among families with children (14 percent) and high-income earners (12 percent).
– We know that sunbed parking occurs at some hotels and destinations, but our opinion is that it is not particularly widespread among Nordic travelers. It is up to each hotel to set its own rules for this. At our concept hotel TUI Blue Village Nausicaa Beach In Cyprus, for example, we have introduced a new system where each guest is allocated a specific sun lounger and parasol for the entire stay, says Dian Martinez Valencia, communications manager at TUI.
Peeing in the ocean – a generational issue?
One in ten Swedes admits to urinating in the sea during their last vacation. Among younger travelers (18–25 years old), the behavior is more prevalent – 15 percent say they relieved their pressure in the big blue during their last trip. Among older people (56–79 years old), the number is significantly lower, at only 5 percent.
Top 5: Swedes' most common (un)habits on vacation
- More family time away from screens – 51 percent
- Sleeping without an alarm clock – 49 percent
- Sharing a beer or drink with a stranger – 13 percent
- Complaining about other tourists – 13 percent
- Peeing in the sea – 10 percent
About the survey
The survey was conducted in Kantar Media's Sifopanel via an online survey and with a representative sample. A total of 1,054 people aged 18–79 participated in the survey. The survey was conducted on May 7-10, 2025.
Appendix
When we are on holiday we often adopt behaviours that are different from our usual habits at home. Now think about your last holiday abroad outside the Nordic countries. Did you do any of the following during that holiday? Several answers possible.
| Total 2025 N = 1054 | |
| Spent more time than usual with my family/travel companions, away from screens | 51 % |
| Sleep without an alarm clock | 49 % |
| Had a beer/cocktail with strangers | 13 % |
| Complained about other tourists | 13 % |
| Peed in the sea | 10 % |
| Had more sex than usual | 10 % |
| Packed a sun lounger with a towel | 9 % |
| Avoided speaking Swedish when I heard other compatriots | 6 % |
| Shared content on social media to make friends/family jealous | 6 % |
| Ate at a restaurant with a menu in Swedish | 5 % |
| Jumped the "bomb" into the pool | 3 % |
| Bathed naked | 2 % |
| None of the above | 23 % |
| Don't know | 3 % |
