Despite a continued strong desire to travel among Swedes, it is clear that the turbulent world situation is affecting how and where we travel. According to the latest survey by travel agency Ticket, safety and security continue to weigh most heavily when choosing a travel destination – a factor that has increased in importance since last year.
Feeling safe on holiday is the most important factor for Swedes when choosing a travel destination. Half of all respondents in the latest survey by travel agency Ticket said that safety and security are crucial when choosing a destination – an increase of 10 percentage points compared to last year. The clear increase suggests that global unrest, as well as reports of gang-related violence at home in Sweden, have made the need for safety more tangible and are increasingly influencing our holiday decisions.
– We see that the global situation is affecting Swedes' travel behavior. Safety and security have always been important, but have now become even more crucial. This may also be an explanation for why interest in the USA has decreased, as the political climate means that many people do not feel as safe traveling there right now, says Tiyoneh Jah, PR and communications manager at travel agency Ticket.
According to the survey, the price of the trip continues to be an important factor, followed by stable weather at the destination. At the same time, convenience factors such as direct flights and smooth connections have decreased in importance. Direct flights have gone from being the second most important factor to the fifth, with a decrease of 14 percentage points compared to the previous survey.
– The economic situation is making us rethink. We see that more people are willing to compromise on comfort in order to get a reasonably priced trip. It is interesting to see that while interest in direct flights and easy connections has decreased, the proportion who consider price to be one of the most important factors has increased by the same number of percentage points, says Tiyoneh Jah.
Source: The survey was conducted by the opinion and market research company YouGov on behalf of Ticket, with a nationally representative sample of men and women in Sweden over the age of 18.
According to the press release.
