The Nordic Traveler

  • has 5-6 weeks of vacation per year
  • goes on 2 or more short-breaks (less than 4 days) per year
  • takes 1 or more long vacations (5 days+) per year
  • travels more and more with age (seniors take more both short and long vacations than the younger age groups)
  • dreams about traveling long haul – but most often travels within Europe
  • travels to find new experiences, relaxation and warm temperatures
  • prefers to stay at hotels or resorts – and preferably with minimum 4 stars
  • are most often inspired by friends and relatives and online reviews when it comes to choosing his or her next destination
  • primarily use Facebook and Instagram for SoMe inspiration
  • list price level, safety and climate as some of the most important factors when choosing a destination
  • also goes for historic experiences, beach access and the possibility for outdoor activities
  • prefers to book online – either hotel and flight separately or package deal
  • has an average household travel budget of 5180 EUR per year

All data is from the yearly survey “Travel Behaviour and Destination Images” conducted by Related in September 2020 together with A&B Analyse among 4,500 Nordic respondents distributed reasonably even across Sweden, Denmark, Norway and Finland.

For further information or details about the Nordic traveler, don’t hesitate to contact Henrik Koch at

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