2013 Flip Flop Report Source: Harris Interactive Expedia Flip Flop Study June 2013 © Harris Interactive

2013 Flip Flop Report

Source: Harris Interactive

Expedia Flip Flop StudyJune 2013

© Harris Interactive


Methodology:

Europe Total France Italy Spain Norway Sweden Denmark Ireland Netherlands U.K. Germany

3,661 401 418 500 301 301 304 330 305 400 401

Asia-Pacific Total India South

Korea Japan Australia New Zealand Singapore Malaysia

2,448 485 300 353 402 302 305 301

North American

TotalU.S. Canada Mexico Brazil

2,192 505 1285 402 305

Dates: April 19 to May 15Qualification Criteria: Respondents who took the full survey were 18 years or older and had either taken a beach vacation in the past 12 months or are likely to take one in the next 12 months Method: Online survey across Europe, North America, South America and Asia among 8,606 respondents

Weighting: Each country was weighted using propensity scores* and/or demographic data to reflect the country’s employed adult population as a whole. Exceptions to this are Brazil, Singapore and Mexico, which were weighted to reflect the online populations of each country. In India, only three regions were surveyed: Delhi (n=160), Mumbai (n=155), and Hyderabad/Chennai/Bangalore (n=170). These three regions were then weighted together to reflect their population size.

For the global 21-country total, an additional post-weight was applied to adjust for the relative size of each country’s adult population.

Over half of vacationers would prefer to take their vacation in the summer


Across most countries, summer is the most preferred season to take a vacation Mexicans and Canadians have approximately equal preference for summer and winter.

Singapore and Australia are the only countries where summer is not the most preferred time to vacation.

Q700/Q705: If you could take only one vacation/holiday a year, what time of year would you prefer to take it?

(%)US UK DE FR IT ES NO SE DK AU CA SG JP IN KO BR MX IR NL NZ All

Summer 43 51 47 56 57 58 44 65 52 31 39 17 43 55 45 81 44 51 49 41 52

Fall 24 20 26 13 11 17 22 14 17 14 20 28 25 3 31 - 8 26 13 14 17

Winter 12 13 10 6 7 4 28 15 21 22 33 24 12 30 13 19 41 11 10 27 16

Spring 21 15 17 24 25 21 6 6 11 33 9 31 19 13 10 - 7 13 28 18 15


Vacation Preference: Time of Year

(%)MY

June-Aug 16

Sept-Nov 22

Dec-Feb 53

March-May 9

Beach and historical/cultural sightseeing are the top two choices for the majority of countries Beaches are generally preferred except for France, Spain, Denmark, Australia, Japan and Singapore where

historical/cultural sightseeing is #1.

Visiting family/friends is generally the 3rd choice, but is the most preferred in New Zealand.

Ski/mountain vacations are the most popular in India compared to other countries.

US UK DE FR IT ES NO SE DK AU CA SG JP IN KO MY BR MX IR NL NZ All

Beach 31 41 51 26 44 26 45 41 30 25 37 25 15 32 32 28 35 50 40 38 22 34

Historical/cultural sightseeing 28 30 23 38 35 42 24 21 34 37 27 40 37 18 28 26 19 16 24 36 26 28

Visiting family/friends 17 10 10 19 5 16 17 20 17 19 17 10 18 14 12 15 16 19 15 5 36 15

Theme park 8 9 3 4 2 2 5 3 5 7 6 13 13 4 11 19 13 4 5 4 8 8

Ski/mountain 3 4 8 5 9 4 4 5 4 3 3 5 6 19 5 7 9 4 2 10 1 6

Adventure sports 4 4 3 5 1 6 1 5 3 3 5 3 5 9 3 * 3 2 9 4 3 4

Spectator events 3 2 2 4 3 3 2 4 4 4 3 2 7 4 8 4 2 3 5 3 4 4

Casino/gambling 5 * * - - * 1 3 2 3 2 3 1 * 1 1 2 2 2 1 * 2



Preferred Type of Vacation

Q710: If you could take only one type of vacation what type of vacation would you prefer?

Slightly less than half of beach vacationers have taken a beach vacation in the past 12 months. Among those trips, international and domestic travel is split.

The exception to this trend is in Malaysia, Brazil, India, South Korea and Mexico where a strong majority took a beach vacation in the past year.

Past international travel is highest in Sweden, Norway, Germany, Singapore, Ireland, Netherlands, Denmark and UK; the reverse trend is seen in Spain where domestic travel is notably high.

Among the countries most likely to take a beach vacation in the next year are India, South Korea, Malaysia, Brazil, Mexico, Singapore and Australia.

The US, France, Italy, Spain and Mexico are the only countries where less than half of future beach vacationers plan to travel internationally.

Half of vacationers have taken a beach vacation in the past, but two-thirds are likely to take a beach vacation in the next 12 months

Q720 Did you take a beach vacation in the past 12 months? Q730: Was one of those an international trip? Q750: How likely are you take a beach vacation in the next 12 months? Q760: Will one or more of the beach vacations you will take be an international trip?

(%) US UK DE FR IT ES NO SE DK AU CA SG JP IN KO MY BR MX IR NL NZ All

Yes 26 38 30 51 58 57 47 32 31 59 35 51 30 71 71 77 73 68 37 26 37 46

No 74 62 70 49 42 43 53 68 69 41 65 49 70 29 29 23 27 32 63 74 63 54

International 41 70 83 42 46 18 91 93 84 50 76 83 57 56 52 47 40 37 82 82 44 48

Domestic 59 30 17 58 54 82 9 7 16 50 24 17 43 44 48 53 60 63 18 18 56 52



Past 12 Months


% top 2 box 45 56 52 57 62 64 64 48 44 70 59 81 53 95 92 88 87 87 62 49 59 64

International 44 68 81 41 37 24 95 92 79 63 77 91 54 70 62 61 52 27 85 83 61 52

Domestic 56 32 19 59 63 76 5 8 21 37 23 9 46 30 38 39 48 73 15 17 39 48

Next 12 Months

Globally, over half of vacationers consider beach vacations critically or very important, but it varies by country

Q770: How important to you is your beach vacation? (6 pt scale)


(% top 2 box) 44 53 51 36 53 41 39 31 33 43 48 25 37 61 50 29 77 53 45 43 27 52

Critically important 10 12 20 4 21 7 3 14 15 8 11 4 13 7 12 6 30 13 7 8 4 15

Very important 33 41 31 32 32 34 36 17 18 35 37 21 24 54 38 23 47 39 38 35 23 37

Somewhat important 36 30 26 29 30 32 39 38 38 35 35 39 34 25 31 35 12 26 30 37 39 28

Neutral 13 12 17 18 13 21 12 21 15 17 13 29 18 10 16 30 9 18 18 9 25 15

Not that important 7 4 6 11 3 4 8 8 11 4 3 6 10 3 4 5 1 3 7 10 6 5

Not important at all * * * 5 1 3 2 2 3 * * 2 0 1 - - 1 0 - 1 3 1



Importance of Beach Vacations

8 in 10 vacationers consider beach vacations at least somewhat important.

Countries most passionate about beach vacations are Brazil and India.

Overall, personal recommendations/word of mouth are the most influential sources for travel information In many countries traveler reviews are among the top two most influential sources for choosing a

beach destination, although multiple sources are used in all countries. Last minute travel deals are in the top two in Spain, Sweden, Malaysia and Mexico.

Social media and travel blog usage is higher in South Korea, India, Malaysia, Brazil and Singapore.

(% top 2 box)-Critical to decision/Very influential


Personal recommendations/

word of mouth60 46 48 47 35 48 42 55 50 45 62 56 31 63 59 46 72 57 63 40 47 55

Traveler reviews 43 32 30 39 32 27 32 28 22 30 44 48 30 62 54 47 55 37 39 31 24 42

Last minute package

flight/hotel travel deals

28 21 26 28 30 41 31 54 13 33 38 32 31 47 41 58 45 57 38 27 26 38

Travel guidebooks 24 24 34 31 21 22 10 17 11 32 33 36 41 58 40 43 46 41 25 21 22 35

Travel magazines or TV Shows 25 18 28 14 18 19 12 19 13 26 27 39 31 54 34 48 46 40 16 9 18 32

News stories 26 18 21 25 13 13 20 16 16 18 28 33 30 42 30 34 54 36 21 16 20 32

Travel agent 19 22 35 19 18 23 27 22 19 28 31 30 27 48 31 35 42 36 24 22 15 30

Travel blogs 20 12 15 21 16 20 9 16 10 16 22 34 22 47 54 46 42 25 21 13 14 28

Social media 15 17 16 16 16 14 21 14 8 14 22 33 14 42 32 45 38 33 13 10 15 24


Q801: How influential are each of the following sources when choosing a destination for your beach vacation? (5 pt scale)


Top Influential Sources

Globally, over half of vacationers consider most of the criteria for beach selection at least somewhat importantThere is less focus on no kids allowed, destination with plenty of singles, location with celebrities and drinking permitted

While this is the trend, there are exceptions to these general findings: In India, a majority identify a location with celebrities, a location with plenty of singles, and drinking

permitted as at least somewhat important

A majority in the US, UK, Australia, Canada, Brazil, Ireland and South Korea (50%) also consider drinking at least somewhat important

However, Germany, France, Italy, Spain, Norway, Netherlands and Denmark (most notably) are not as passionate and are more likely to rate certain beach criteria as not important (not too important/not important at all) or neutral

Some of these include, shopping, Wi-Fi availability, destination with plenty of people, location familiarity and kid-friendly

Q810: How important are each of the following when deciding where to go on a beach vacation? (6-pt scale)



Total cost of vacation and weather predictability are the most important factors in choosing destinations for beach vacationsWhile this is the norm, there are some exceptions among the 10 countries shown below:

Weather predictability is the most important criteria among Norwegians, while a new location they’ve never been to before is second most important among Italians.

Denmark is the only country where less than half did not find cost of vacation critically/very important.

(% top 2 box)- Critically/Very Important

US UK DE FR IT ES NO SE DK AU All 21 countries

Total cost of vacation 73 62 65 60 67 63 51 50 44 63 70

Weather predictability 54 56 45 39 37 42 78 47 39 48 51

New location that you’ve never been to before 31 25 28 35 49 33 20 22 18 34 45

Travel time to destination 41 27 29 19 25 29 21 20 12 33 41

Location is recommended by friends or family 36 21 21 31 25 37 15 22 15 23 40

Kid-friendly or family-friendly activities 33 31 23 29 21 17 25 16 17 24 39

Wi-Fi availability 38 20 19 18 27 24 29 19 17 28 35

Availability of shopping 26 23 26 13 13 21 21 14 13 33 34

A location that’s familiar 22 23 21 16 23 17 13 10 7 19 34

Destination away from crowds 31 22 15 11 32 27 15 11 23 29 32

Destination with plenty of people, events, and activities 32 26 10 12 21 17 10 12 8 26 31

Location where drinking is permitted 32 40 11 10 10 12 23 22 11 31 29

No kids allowed 18 13 11 9 13 12 6 8 5 12 18

Destination that has plenty of singles 14 8 7 4 10 7 4 6 7 15 15

Location that is popular with celebrities 9 8 5 3 2 8 3 2 2 10 12



Criteria for Beach Selection (Top 2)


Part 1 of 2

Continued for 11 countries shown below… In Japan, India and Mexico, a new location that they’ve never been to before is more important than

weather predictability.

Indians and Malaysians also prioritize kid-friendly or family-friendly activities, as do Koreans, Mexicans and Brazilians, but to a lesser extent. Mexicans and Brazilians prioritize location familiarity.

(% top 2 box)- Critically/Very Important

CA SG JP IN KO MY BR MX IR NL NZ All 21 Countries

Total cost of vacation 71 73 62 74 66 75 79 71 76 60 66 70

Weather predictability 57 57 24 62 56 60 72 43 75 46 42 51

New location that you’ve never been to before 36 40 36 68 50 49 62 64 34 25 35 45

Travel time to destination 36 44 37 63 45 47 56 47 39 26 38 41

Location is recommended by friends or family 39 36 27 58 42 37 59 53 37 9 28 40

Kid-friendly or family-friendly activities 28 38 29 61 51 60 54 52 33 19 37 39

Wi-Fi availability 35 44 13 49 29 53 54 41 29 16 24 35

Availability of shopping 28 37 28 54 26 44 60 37 32 18 22 34

A location that’s familiar 19 28 19 51 23 28 63 58 20 11 13 34

Destination away from crowds 29 34 24 53 37 23 42 41 20 11 26 32

Destination with plenty of people, events, and activities 30 28 30 52 23 42 47 29 34 18 22 31

Location where drinking is permitted 35 22 23 37 27 8 46 28 34 19 23 29

No kids allowed 20 18 7 21 23 21 27 22 19 7 11 18

Destination that has plenty of singles 14 15 5 36 13 12 29 15 10 7 12 15

Location that is popular with celebrities 9 17 10 39 11 14 22 11 7 5 4 12



Criteria for Beach Selection (Top 2)


Part 2 of 2

Rank (Top 2 Box)US UK DE FR IT ES NO SE DK AU All

21 Countries

Total cost of vacation 1 1 1 1 1 1 2 1 1 1 1Weather predictability 2 2 2 2 3 2 1 2 2 2 2New location that you’ve never been to before 9 7 4 3 2 4 8 3 4 3 3Travel time to destination 3 5 3 6 6 5 6 6 9 4 4Location is recommended by friends or family 5 11 7 4 6 3 9 3 7 11 5Kid-friendly or family-friendly activities 6 4 6 5 9 8 4 8 5 10 6Wi-Fi availability 4 12 9 7 5 7 3 7 5 8 7Availability of shopping 11 8 5 9 11 8 6 9 8 4 8A location that’s familiar 12 8 7 8 8 9 11 12 12 12 8Destination away from crowds 9 10 10 11 4 6 9 11 3 7 10Destination with plenty of people, events, and activities

7 6 13 10 9 9 12 10 11 9 11Location where drinking is permitted 7 3 11 12 13 12 5 3 10 6 12No kids allowed 13 13 11 13 11 12 13 13 14 14 13Destination that has plenty of singles 14 14 14 14 13 15 14 14 13 13 14Location that is popular with celebrities 15 15 15 15 15 14 15 15 15 15 15

Ranking of Beach Criteria




Total cost of vacation and weather predictability rank #1 and #2 across nearly all 10 countries below (as well as countries on next slide)3rd place ranking varies by country for the countries listed below

Part 1 of 2

Rank (Top 2 Box)CA SG JP IN KO MY BR MX IR NL NZ All 21

Countries

Total cost of vacation 1 1 1 1 1 1 1 1 1 1 1 1Weather predictability 2 2 8 4 2 2 2 7 2 2 2 2New location that you’ve never been to before

4 5 3 2 4 5 4 2 5 4 5 3Travel time to destination

4 3 2 3 5 6 7 6 3 3 3 4Location is recommended by friends or family

3 8 7 6 6 9 6 4 4 12 6 5Kid-friendly or family-friendly activities 10 6 5 5 3 2 8 5 8 5 4 6Wi-Fi availability 6 3 12 11 8 4 8 8 10 9 8 7Availability of shopping 10 7 6 7 10 7 5 10 9 7 10 8A location that’s familiar

13 10 11 10 11 10 3 3 11 10 12 8Destination away from crowds 9 9 8 8 7 11 12 8 11 10 7 10Destination with plenty of people, events, and activities 8 10 4 9 11 8 10 11 5 7 10 11Location where drinking is permitted 6 12 10 13 9 15 11 12 5 5 9 12No kids allowed 12 13 14 15 11 12 14 13 13 13 14 13Destination that has plenty of singles 14 15 15 14 14 14 13 14 14 13 13 14Location that is popular with celebrities 15 14 13 12 15 13 15 15 15 15 15 15

Ranking of Beach Criteria




Total cost of vacation and weather predictability rank #1 and #2 across nearly all of the 11 countries below (as well as countries on previous slide) 3rd place ranking varies by country for the countries listed below

Part 2 of 2

Beach vacations are typically booked online (desktops/laptops)In-person visits and phone calls follow

Booking travel online through desktops/laptops is the clear choice in most countries.

In Germany, Italy, Spain and Mexico, there is little differentiation between booking travel online through desktops/laptops and in-person visits.

South Koreans most typically book vacations online through desktop/laptop and by phone, while Brazilians, Malaysians and Mexicans typically book through online, in-person visits or by phone.


Online through a desktop or

laptop77 63 58 51 51 52 87 80 72 64 59 70 67 67 56 56 49 50 76 62 69 60

In-person visit 19 28 50 33 55 46 12 29 17 28 36 39 19 43 31 64 62 56 25 35 32 40

Phone call 33 33 26 30 29 22 18 18 32 39 37 18 36 38 56 54 44 53 21 14 38 38

E-mail 17 15 25 27 37 19 15 13 23 27 21 22 25 33 14 31 34 22 24 11 43 25

Online through a mobile

smartphone or tablet

11 12 10 2 13 18 15 18 6 14 11 18 16 27 24 33 16 10 9 9 13 14


Q840: How do you typically book (purchase or reserve) your beach vacation?


All-inclusive resorts are the most preferred beach vacation overall, but preference for other accommodations varies by country Similar preference is shown for vacation/holiday houses, name brand hotel chains andcondos, although that varies by country as well In Germany, Italy, Spain, Sweden, South Korea, Japan and Ireland the top most preferred vacation

accommodations are condos and all-inclusive resorts. In the US, UK, France, Denmark, Australia, Canada, Singapore, Malaysia, Brazil and New Zealand, all-

inclusive resorts and vacation/holiday houses are the top two most preferred accommodations. Those in Canada, Singapore and Malaysia especially prefer all-inclusive resorts.

An exception to the above is India, where all-inclusive resorts and eco-friendly hotels are among the top two.


All-inclusive resorts 36 31 31 13 35 21 18 18 26 28 54 49 42 29 29 54 27 31 24 22 18 32

Vacation/holiday houses 21 22 15 25 17 10 8 14 23 22 10 16 7 25 13 21 28 16 22 25 30 19

Name brand hotel chains 18 9 6 10 6 9 20 10 12 11 9 6 14 8 5 2 18 23 6 4 4 14

Condos 10 18 31 5 20 33 41 43 12 21 9 7 15 4 29 3 8 4 33 32 14 13

Eco-friendly hotels 6 3 4 9 4 13 4 5 10 4 7 12 10 28 9 18 10 13 6 11 12 9

Boutique hotels 3 6 1 4 2 2 1 2 2 5 4 6 6 5 6 1 4 3 6 * 7 4

None of the above 7 10 11 34 16 12 7 8 14 10 9 3 6 2 11 1 5 9 3 6 15 9


Q900: Which of the following types of accommodations do you prefer most for a beach vacation?


Preferred Beach Vacation Accommodations

(% top 2 box) –Always/Frequently


Walking 78 71 75 69 79 75 59 60 77 83 80 70 46 85 77 86 83 85 79 56 80 76

Swimming 61 61 90 59 73 73 59 81 69 67 77 46 45 67 58 64 74 71 72 63 65 67

Sunbathing 56 71 67 61 65 59 74 68 66 45 59 32 45 53 47 23 72 54 73 65 45 59

People-watching 64 53 55 43 37 46 46 55 53 44 58 47 37 62 52 76 75 58 47 64 47 58

Reading 49 67 74 65 68 65 62 51 58 46 59 31 24 50 22 47 51 54 61 52 56 51

Drinking/partying 28 34 21 22 24 22 12 19 15 34 41 29 31 45 43 37 75 49 37 24 31 41

Running/jogging 16 11 17 13 24 18 8 16 4 18 22 22 14 65 26 38 49 47 22 3 13 29

Making sand castles 26 27 11 23 10 15 6 11 9 22 23 20 22 52 30 38 34 47 28 6 32 28

Water sports 27 10 9 10 10 12 7 12 7 21 34 21 15 52 18 33 32 28 22 4 23 23

Playing beach volleyball 17 17 13 6 14 11 9 7 4 10 20 15 10 43 16 17 32 37 16 6 14 21

Getting a massage/spa treatment 25 10 12 7 8 6 12 12 12 24 22 33 16 47 24 18 27 19 20 9 16 20

Playing soccer/football 11 15 8 9 11 12 9 10 8 15 17 12 7 40 9 15 34 23 25 5 20 18

Playing frisbee/paddleball 18 13 13 8 16 6 10 11 10 12 22 16 9 38 7 12 25 25 17 4 16 18

Surfing (any kind) 10 7 7 3 5 5 5 9 3 21 13 11 6 41 13 11 18 10 11 1 7 12

Yoga/Tai Chi/Meditation 6 3 6 4 5 5 9 7 5 9 13 9 4 40 11 9 21 14 10 4 7 11

In the US and Malaysia, people-watching ranks 2nd, while reading is also a popular activity in many countries except for Japan, Korea and Singapore.

Overall, Indians are more active on the beach.

Q910: How often do you participate in the following activities while on the beach? (5-pt scale)

Walking, swimming, sunbathing and people-watching are the most frequently performed beach activities



Top Beach Activities


Enjoying local cuisine 80 78 70 77 76 72 88 79 76 79 73 75 78 70 89 91 68 80 83 60 77 76

Visiting nearby historical

towns/cities or ruins

74 72 85 84 79 80 73 69 76 77 72 70 57 68 72 76 63 80 76 62 74 72

Shopping 72 62 67 52 46 51 70 62 57 73 66 78 54 76 47 73 66 51 67 57 68 62

Nightlife/dancing 39 37 37 38 28 48 41 40 22 30 42 41 15 51 32 32 64 57 44 28 37 43

Golf 9 10 4 4 6 2 8 7 4 13 19 5 14 14 9 3 8 8 12 1 8 9

None of the above 2 1 3 1 2 4 3 6 2 4 3 4 8 2 1 - 1 2 * 7 3 3

Enjoying the local cuisines, visiting nearby historical towns/cities or ruins and shopping are the top non-beach activities across most countries

India and Singapore are the only countries where shopping is slightly more preferred than either enjoying local cuisine or visiting nearby historical towns/cities or ruins.

Q920: Thinking beyond beach-specific activities, which of the following do you like to do during your beach vacations?

Vacationers love to eat, explore and shop



Top Vacation Activities

Overall, the most popular lengths for their next beach vacations to spend 3-4 or 5-6 nights.

The exceptions to this is in UK, Germany, Italy, Norway, Sweden, Denmark, Ireland and Netherlands where 7-8 nights or two weeks are the most popular lengths of stay.

Singapore, Japan, India, South Korea, Malaysia and Mexico are the only countries where over 40% are likely to stay 3-4 nights on their next beach vacation.

Q1090: Thinking about your next beach vacation, using your best estimate, how long will that trip last (total nights combined)?

Length of next beach vacation varies by country




1-2 nights 8 1 1 5 2 12 2 5 7 6 7 18 36 13 18 30 5 9 1 2 4 10

3-4 nights 23 7 6 10 11 13 4 7 5 20 12 61 42 40 56 57 17 43 5 7 25 25

5-6 nights 32 16 10 22 17 15 8 8 13 18 19 15 12 28 17 7 22 29 14 10 30 21

7-8 nights 17 30 20 14 18 25 25 35 30 24 27 4 5 14 3 3 23 11 41 28 17 17

9-10 nights 8 13 18 7 17 11 13 11 5 12 10 1 3 2 1 - 12 1 9 13 12 8

Two weeks 7 27 37 25 21 12 30 29 21 13 17 * - 1 2 3 14 5 27 29 9 12

Three weeks 1 3 6 10 7 4 11 3 9 3 3 * 1 * 1 - 4 - 1 5 1 3

One month or more 5 3 3 6 7 7 7 3 11 5 6 1 1 2 2 - 5 1 1 6 2 4

Total Nights: Next Beach Vacation

Q820:Do you return to the same beach location regularly?

Roughly one-third of beach vacationers are often or always likely to return to the same beach regularly



(%)US UK DE FR IT ES NO SE DK AU CA SG JP IN KO MY BR MX IR NL NZ All

% Top 2 box 36 36 29 43 43 43 28 21 37 33 31 17 28 35 18 28 48 31 28 17 28 36

Yes, always 7 10 5 14 14 14 4 4 9 7 6 4 4 10 4 10 16 5 2 4 9 9

Often 30 26 24 29 29 29 24 17 28 26 26 13 24 25 14 18 32 26 26 14 19 27

Occasionally 40 36 30 30 32 34 45 46 43 44 42 48 54 41 45 51 44 49 36 44 54 42

Rarely 17 20 29 17 14 15 18 21 12 17 19 27 16 19 32 15 7 13 26 21 14 16

I try never to go to the same place twice

6 8 13 10 12 8 10 12 8 6 8 8 2 5 4 6 1 6 10 17 4 6

% Return to Same Beach Location

Close to six in ten (58%) beach vacationers occasionally/rarely regularly return to the same beach location.

Vacationers in Sweden are the most concerned with having their items stolen, while vacationers in Singapore, India, Brazil and New Zealand are similarly concerned about having possessions stolen, drowning/strong rip currents and shark attacks.

Malaysians are most concerned with drowning/strong rip currents.

Q980:Which of the following do you worry about the most during a beach vacation?

About half of vacationers are most concerned with having their wallet/possessions stolen



Rank US UK DE FR IT ES NO SE DK AU CA SG JP IN KO MY BR MX IR NL NZ All

Having your wallet/possessions

stolen54 52 53 43 55 59 56 70 47 45 53 35 49 32 50 33 38 50 65 67 37 48

Drowning/strong rip currents 16 17 11 26 13 15 20 8 24 20 16 30 36 23 31 42 28 23 12 11 26 23

Shark attack 16 13 9 10 10 4 7 5 13 18 16 23 7 24 4 15 17 12 15 9 28 13

Jellyfish, Stingrays 10 12 21 19 16 21 9 8 13 12 7 9 7 14 14 7 10 12 5 12 6 12

Speedo bathing suits 4 7 6 2 6 1 8 9 3 6 8 3 * 7 1 3 8 2 4 1 4 4

Top Beach Concern

Fear of sharks won’t stop vacationers from going in the water

Across most countries, sharks are not of great concern to vacationers.

The exception to this are vacationers in Singapore, India, Malaysia and New Zealand. These vacationers are more likely to say that they are afraid of sharks and many also the point that they avoid swimming.



No, sharks don’t concern me

52 57 52 68 65 69 63 58 71 43 52 15 47 17 50 13 40 39 54 63 34 48

Yes, I’m afraid but thatdoesn’t stop me fromgoing in the water

40 32 38 22 28 25 31 36 25 45 38 44 36 47 40 53 40 48 31 17 48 38

Yes, I avoid swimming atthe beach because I’mafraid of sharks

7 11 10 9 7 6 6 5 4 11 10 41 17 36 9 33 20 13 15 21 18 14


Q990: Are you afraid to swim at the beach because of sharks?

Fear of Sharks

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2013 Flip Flop Report Source: Harris Interactive Expedia Flip Flop Study June 2013 © Harris Interactive