MasterIndex: This year fewer Croats plan to spend their summers in Croatia
As the most important characteristics of the destination, the respondents point out the price-quality ratio (69%), accommodation costs (58%), climatic conditions (44%), good transport connections (41%), but also diverse cultural and gastronomic offer, transport costs, event offer , nightlife and shopping opportunities. Online reservations are more often among the oldest age group over 50 (66%), highly educated (54%) and those from Istria and the Littoral (58%). According to the results of the MasterIndex survey, which was conducted for Mastercard in May by the market research agency Improve, 56% of respondents are planning a summer vacation in Croatia. Those with a monthly income above HRK 12.000 (78%), respondents from Zagreb and the surrounding area (73%) and Slavonia and Lika (70-72%) plan to spend a summer vacation on the Adriatic in slightly larger numbers. However, a smaller number of respondents aged 50 to 55 (48%) have such plans, followed by those from Istria, Primorje and Gorski Kotar (41%) and Dalmatia (27%). On the other hand, only 27% of respondents do not plan to spend their holidays on the Croatian coast, while the most undecided are in Northern Croatia, where as many as 21% of respondents are still unsure where to go on vacation. Accommodation reservation is most common online The main source of tourist information is the Internet The main factor in choosing a destination is the cost (77%), followed by the recommendation of friends and family (48%). Also, important factors are distance to destination (38%), online reviews (35%), destination security (30%) and local offer (25%). Positive reviews on the internet and destination security are gaining in importance compared to last year. Other sources of information are articles on foreign websites (40%), travel agency websites (34%) and domestic (22%) and website (13%) bloggers and influencers. According to the research, Croatian citizens trust specialized sites the most. Cash is most often used to buy souvenirs (81%), in restaurants, cafes and clubs (75%) and for tickets for concerts, museums, theaters and galleries (61%). On the other hand, cards are the most common method of payment in supermarkets (77%), at petrol stations (73%) and in clothing and footwear stores (67%). Cost is a major factor in choosing a destination The people of Zagreb spend the summer in their own real estate, the Istrians love camps When it comes to paying for accommodation, the number of those who do it in cash is falling (56% of respondents, compared to 60% last year). Accommodation is paid for by 22% of Croats with a debit card, and 10% by internet banking. 14% of respondents, most often those with higher incomes, decide to pay by credit card. Cash for payment of accommodation is least used by Dalmatians (28%), and most often by respondents from Slavonia and Northern Croatia (65%). Respondents from Dalmatia prefer to pay by credit card (44%). When it comes to booking accommodation, respondents increasingly use online bookings through specialized booking sites or travel agency sites (48% compared to last year’s 40%) and then direct contact by phone or email (29%). Slightly less than a quarter of respondents (22%) book accommodation through the accommodation provider’s website, while 10% of respondents do not need a reservation at all. Citizens do this less and less by phone or by e-mail with a travel agent (8%) or in the office of a travel agency (4%, compared to last year’s 8%). According to the survey, those who first come to the destination, and only then seek accommodation, is 5%. On average, respondents pay almost half of their holiday expenses (48%) with cards. In addition, almost a third of respondents who plan a holiday pay over 60% of the cost by card. Respondents pay almost half of their holiday expenses with cards As the main source of information about the destinations they travel to, as many as 91% of respondents cite the Internet. This primarily applies to domestic online content (64%) and specialized applications and sites such as TripAdvisor (44%). Although this is the majority of respondents, there is a visible decrease compared to last year, when 62% of citizens planned to spend their summer holidays in Croatia. During their stay on the domestic coast, 50% of respondents will stay in private accommodation, and 40% in their own or family property. Hotel accommodation will be chosen by 11% of respondents, accommodation in the camp by 5%, and sailing by 1%. At the same time, more than half of Zagreb residents will spend their holidays in their own or family real estate, compared to only 25% of Slavonians. That is why Slavonians mostly opt for private accommodation (63%), as well as Ličani (69%). When it comes to hotels, they are preferred by Dalmatians (16%), and least often by respondents from Lika, Kordun and Banovina (3%). Istrians are in the lead as camp lovers with as many as 15% of those who choose this type of accommodation.