Expedia Measures Travel Behavior of Beachgoers in Five Continents

Expedia.com released the results of the 2012 Flip Flop Report measuring beachgoer travel strategies in North America, South America, Europe, Asia and Australia. The report found that the average beach holiday is about one week in length, and in combination with another Expedia study, 40% of Americans spend their vacation time at the beach.

Because of the results, Expedia announced a worldwide summer sale, which began on May 15 and ends Aug. 31. Customers that stay one to four nights can save up to 35% off at more than 12,000 hotels and resorts worldwide.

The reports also found that “some travelers found booking their hotel and car rental together yields a savings so great they offset the cost of the car, making it feel like a ‘free’ car rental.”

As well, 41% of Americans at some point in their life have traveled across the United States. To help more people experience the open road, Expedia is offering up to $100 gas cards for travelers spending up to $450 at participating Summer Sale hotels.

Beach Travel Trends

  • More than half (52%) of respondents plan to holiday at the beach in the next 12 months compared to 45% who said they took a beach vacation in the year prior.
  • While the average stay for a beach vacation is 7.7 days, this is less true of Koreans, Japanese and Singaporeans, who seem more likely to prefer beach weekends to extended stays.
  • Argentineans are the most sun-soaked, spending an average of 11 days at a time, while Koreans spent a mere 3.2 days per trip.
  • Americans are creatures of habit: one of the least important criteria for Americans when selecting a beach location is the desire to find a new location.
  • For Indians, new locations were among the highest priority.
  • Relaxing and sunbathing were among the top two activities for beachgoers across all five continents.
  • New Zealanders (36%) and Australians (35%) were most likely to fish at the beach.
  • Canadians were likeliest to strap on a snorkel (34%).
  • 82% of Germans spend beach time swimming. Only 28% of the Japanese do the same.


The online study was conducted by Harris Interactive and polled roughly 9,000 adults in 21 countries.

Full details on the 2012 Flip Flop Report can be found here: www.expedia.com/flipflop.

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