| Unravelling a new buzz word - the 'changecation'
A recently conducted travel survey has highlighted some interesting findings relevant to the marketing and promotional sectors. It has revealed that over half of all life changing decisions are made whilst on holiday and are turned into reality the minute customs is cleared. These findings have given birth to a new trend aptly named ‘changecation’ where people will take holidays in order to get away to make big decisions that will affect their lives forever more.
For relationships, it showed that 74% of romantic getaways can either make or break a relationship, with a large majority deciding to spice them up or bin them entirely on their return and 58% who discuss divorce whilst away on holiday take immediate action once back home!
The survey revealed that most people consider a holiday to be more important than ever during the recession, with 30% preferring to save for a week away rather than for a new house. It highlighted that women especially, still want to book early because, according to more than half, the pleasure of a lovely holiday lies in the anticipation.
72% of respondents said a holiday was more essential than ever which is great news for the travel industry and invaluable information for the prize and promotions industry. Travel has always been, and continues to be, very aspirational and motivational. It is widely used in consumer promotions and in reward and incentive schemes as the memory of the holiday or experience will always far outweigh a cash equivalent.
What people want from a holiday is changing too. This trend was unplugged by Unmissable over 10 years ago with their commissioned report ‘Microwaves for Memories’, dubbed the “Experience Economy” and it’s findings are still emulated today. The new survey has seen a big trend towards “experiences” that allow visitors to really get under the skin of the country - like roughing it on a working ranch in the American Rockies or learning to salsa in Havana. Unmissable have seen a growing trend where people are increasingly opting for personal fulfillment - a holiday, or indeed a reward or prize that gives them food for thought and becomes a catalyst for personal growth.
Justine Clement, Managing Director at Unmissable (prize, reward and incentive specialist)
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