Holiday Sentiment Monitor: Insight into holiday plans
The Holiday Sentiment Monitor (HSM) provides insight twice a year into the holiday intentions of Dutch travellers as well as residents of key international markets Belgium, Germany, the United Kingdom and the United States. This monitor examines how current events, such as economic conditions, climate-related factors, and digitalisation, affect holiday behaviour. The HSM supports policymakers and the tourism sector in responding to shifting preferences and emerging trends.
The HSM provides insight into travel companions, destinations and modes of transport. Do people prefer to go on holiday with their partner, family or friends? Do they choose to travel by car, train or plane? It also tracks popular destinations, both within Europe and beyond. Accommodation preferences, such as hotels, campsites or private rentals, are monitored as well, along with the type and duration of holidays, from short city breaks to longer beach stays. Altogether, this offers a comprehensive picture of current holiday plans and preferences.
Current events and circumstances
In addition, the HSM examines how current events influence holiday behaviour. This includes rising prices, unpredictable weather, and geopolitical developments that may play a role. For example, due to price increases, some holidaymakers choose to travel less frequently or opt for more affordable destinations. Extreme weather conditions, such as heatwaves, affect the timing and location of holidays. Geopolitical events, such as conflicts, can also lead to changes in preferred travel destinations.
Read the entire publication?
Read the latest VSM: January 2025
Discover the latest trends and influences on holiday behaviour with the Holiday Sentiment Monitor.
Download the full reportThe Holiday Sentiment Monitor (report) is released quarterly.
