Every six months, we conduct an extensive survey across the Nordic markets, which provides us with interesting insights that we use every day for the benefit of our clients. The data sheds light on how the travel behaviors of people in the Nordics are changing, and what motivates them to pack their bags and explore. Here are some of the interesting insights from the new data: 

Travel budgets are rising

Travel is not just an indulgence; it is an investment. And for 15% of Nordic travelers, it is an investment they are willing to increase in the coming 12 months. Our research shows that a significant portion of Nordic traveler’s plan to increase their travel budgets, indicating a renewed confidence in exploring the world or perhaps a desire to make up for lost time. This is also in line with several reports from our close partners within the travel industry, which continue to tell us that Nordic people still have a great desire to travel!

Inspiration: Closer than you think

When it comes to choosing the next travel destination, family and friends continue to reign supreme as the top inspirational source. Personal recommendations and shared experiences from loved ones often carry more weight than any advertisement or online review. That said, Nordic travelers are also very active in seeking inspiration through various social media platforms.

This data collection, we have also gone beyond our usual quantitative surveys. Now, with advanced functionalities, we can analyze traveler behavior based on the geographical focus of their trips. Whether they’re:

• Venturing Outside Europe: Seeking exotic landscapes and cultures beyond the European continent.
• Roaming Within Europe: Exploring neighboring countries and the diverse cultures within the European Union.
• Staying Within their Country: Rediscovering the hidden gems and familiar comforts of their homeland.

This new feature provides a more nuanced understanding of travelers’ preferences, motivations, and behaviors, offering businesses and stakeholders crucial insights to tailor their offerings and strategies.

We look forward to sharing further insights in the coming months. Stay tuned!