More people visited family and friends, and those who accepted the authorities' advice were more satisfied with their vacation than those who did not. These are some of the conclusions in a report in which John Magnus Roos, lecturer in social psychology at the University of Skövde, explored how Swedes' summer vacations changed as a result of the Covid-19 pandemic. 

During the pandemic summer of 2020, the number of leisure trips in Sweden decreased compared to 2019. Swedish people traveled less for entertainment and culture and more to break the daily routine. The motivation to experience new things and develop oneself decreased. 

– During the pandemic, there has been a return to more basic motives such as relaxation and a change of environment from home. It has been more about breaking the boredom of everyday life, rather than experiencing new things, says John Magnus Roos. 

Visiting family and friends was the activity that most Swedes engaged in during the summer of 2020. Swedes also chose to a greater extent than before to sleep over with their family and friends over other forms of accommodation such as staying in hotels. 

Personality plays a role in satisfaction 

The report also shows that personality played a role in how satisfied Swedes were with their 2020 vacation. High acceptance of government advice and recommendations, little need to plan their vacation, and not being particularly worried about COVID-19 were three factors that had a positive impact on the experience of the vacation. The length of the trip also played a role. The further away from home the Swedes were, the more satisfied they were with the vacation. But what played the biggest role in how satisfied the vacationing Swedes were was the time they were away from home. The longer they were away, the more satisfied they were with the vacation. This goes against previous research that shows that it is the highlight of the trip that is decisive for how much happiness the trip generates, rather than its duration. 

– Another extra day at the beach when we have already been there for seven days does not normally generate any additional happiness. During the pandemic, however, the duration of the trip seems to have a decisive impact on how much happiness it contributes. This may be because travel motives changed during the pandemic, from excitement and action to breaking the everyday routine and getting away, says John Magnus Roos. 

Vacationers abroad sensitive to social reputation 

Normally, Swedes travel a lot abroad, but in 2020, these trips decreased drastically. So who were the people who still went abroad? In addition to young age, high income and education, they are characterized by three social psychological factors. 

– Firstly, they are less anxious and more stress-resistant than other Swedes. Both in general and when it comes to worries about getting sick with Covid-19. Secondly, they are more egocentric, which means that they care more about themselves than others. Thirdly, they are sensitive to social standing, how others view their travel. If the authorities had wanted to reduce travel, they could have played more on the shame of travellers related to spreading Covid-19, says John Magnus Roos. 

The holiday abroad will resume 

Based on interviews with people who stayed at home but usually travel abroad, it appears that holidays abroad will resume. It is primarily the restrictions that have prevented the Swedish people from holidays abroad. John Magnus Roos believes that it is likely that those Swedes who used to travel abroad before the pandemic will return to this as the restrictions ease. 

– The isolation has been experienced as negative and the longing for friends who live abroad, experiences and tropical warmth is great. The theme of adaptation is apt for what many people have experienced. The better a person has adapted to covid-19, the more satisfied they seem to have been with their summer vacation in 2020. Despite many positive experiences with staying in Sweden, the conclusions are that the vacation abroad will resume if given the opportunity, says John Magnus Roos 

About the report

The report is written by John Magnus Roos, senior lecturer in social psychology at the University of Skövde and researcher at the Center for Consumption Research at the School of Economics, University of Gothenburg. The report is published by the Center for Tourism at the School of Economics, University of Gothenburg. The study was funded by Mistra Sustainable Consumption and the Center for Tourism at the University of Gothenburg.