Study reveals 'Nostalgia Tourism' set to boom this Summer

Study reveals 'Nostalgia Tourism' set to boom this Summer

Kiwi travellers are preparing for a season of memory making with nostalgia tourism becoming an increasingly popular trend this summer according to a new report from Bookabach. A national study out today has revealed two thirds (65 per cent) have revisited a holiday location in an attempt to recreate past memories and an additional 23 per cent would like to do this in the future.

The Bookabach 2018 Holiday Report* surveyed New Zealanders aged 18+ nationwide on their attitudes and behaviours towards holidays with nostalgia revealed as a key driver for travellers looking to recreate holiday experiences with family and friends this summer. Half (49 per cent) have been taken on a nostalgia trip by a parent, partner or friend with 37 per cent saying they’d be happy to go in the future.

Millennials are said to be driving this trend with this group being more likely than any other demographic to want to recreate holiday memories (92 per cent vs. an average of 86 per cent for other age groups).

A sentimental bunch, 77 per cent of respondents rated a family holiday as one of their favourite childhood memories over a birthday party or the arrival of a sibling.

More than eight in ten Kiwis (87 per cent) said their most favourite holiday overall had been with family and one in two (56 per cent) had tried to recreate similarly strong holiday memories for loved ones.

“We know that Kiwi travellers love going back to their favourite destinations across the country for their summer holidays, it’s an interesting trend to see the number of travellers in this country taking nostalgic-related trips to relive with their loved ones,” said Simone McDermid, Bookabach PR & Communications Manager. “Baches, and renting out a holiday home have always played a key role in the way Kiwis holiday, so it’s no surprise that Bookabach continues to be one of the top accommodation choices, in light of this trend, to help create new memories for a new generation of Kiwi families.”

A time to digitally detox
In an increasingly fast-paced world, holidays have become a vital avenue to digitally detox and reconnect with family and friends. Three quarters of survey respondents use holidays to socialise and bond with loved ones, with 50 per cent saying they “feel most connected to friends and family on holiday compared to any other occasion throughout the year.”

Four in ten (42 per cent) use holidays to ‘digitally detox’, with women more likely to do this than men (45 per cent vs. 39 per cent) and millennials the most likely of all demographics (54 per cent vs. an average of 32 per cent for other age groups).

Holiday rentals more popular than hotels
Holiday rentals are now the top choice for Kiwi travellers with respondents most likely to stay in a bach than any other form of accommodation over the next 18 months (79 per cent vs. 64 per cent for hotels). Amongst the 86 per cent of Kiwis who have stayed in a holiday rental, the most popular reason for doing so was for a family holiday (79 per cent). Respondents most memorable holidays ever were also most likely to have taken place in a holiday rental or bach than a hotel (47 per cent vs. 11 per cent).

Space to relax on your own and not being restricted to eating at specific times were cited as some of the top benefits of a holiday rental over a hotel, with 42 per cent saying the additional space also resulted in less arguments.

Views and BBQs beat pools
Two thirds (64 per cent) said their favourite holiday featured all their home comforts, with a fully equipped laundry, and having a BBQ area rated more important in a bach or holiday home than a private pool! Great views and a large bathroom were top of the list of preferred features, closely followed by a big kitchen (to cook meals with family and friends) and multiple bedrooms.

Late nights with loved ones
Sitting out on the deck chatting till the early hours of the morning (64 per cent), relaxing in the hot tub with loved ones (44 per cent), playing in the pool all day (38 per cent), and playing backyard cricket (29 per cent) were some of the favourite holiday rental pursuits.

For more information about the Bookabach Holiday Report and inspiration for your upcoming Summer holiday go to http://bit.ly/BookabachSummerCampaign

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