YouGov Study Reveals Insights into Turkey's Travel Market

YouGov, a leading global market research company, has announced the results of its market research conducted for the Uzakrota Travel Summit. The study provides valuable insights into Turkey's travel economy, consumer behaviors, and investment opportunities from a 2025 perspective. It emphasizes Turkey as a strategic market with high growth potential in the travel and tourism sector, indicating that Turkish consumers approach travel with greater interest and passion compared to those in developed markets such as Germany, France, the United Kingdom, and the USA.

Based in the United Kingdom and operating in over 55 markets, YouGov's research, which surveyed more than 20,000 participants, shows that travel demand in Turkey remains robust. However, this demand is flexible and inclined towards opportunity-focused and customizable products. The tendency to plan vacations in advance is lower compared to other markets. According to the findings, consumer behaviors are open to last-minute opportunities, dynamic pricing, and variable product structures.

While 58% of consumers prefer to conduct research and create their own plans before a holiday, only 44% favor pre-organized package holidays. This data indicates a shift in the travel sector from standard products to personalized experiences. Sixty-five percent of participating consumers state that they manage their financial situations more cautiously. The proportion of those planning to stick to a budget during their holiday is 51%, while 50% express a willingness to spend more during their travels. This scenario points to significant revenue potential for well-priced and value-added products.

Beach holidays remain the most popular type of vacation in both 2022 and 2025; however, the intention to take such holidays is declining. Demand for beach holidays fell from 39% in 2022 to 31% in 2025. Similarly, the intention to travel for family and friend visits decreased from 32% to 27%.

Turkey is highlighted as the most preferred and budget-friendly option among holiday destinations, followed by the USA and various European locations. Holiday packages and last-minute deals still hold significant growth potential in the Turkish market.

Gökhan Erdoğan, Founder of Uzakrota, pointed out that consumers passionate about traveling in Turkey are flexible in their holiday plans and seek personalization. He commented on the research results: "This research clearly shows that travel is no longer a luxury in Turkey but a strong motivation for living. There is a consumer profile with high travel passion, spending potential, and openness to new experiences. Consumers want to travel; however, they want to do it on their own terms, with their own budget and timing. The traditional package concept based on fixed schedules is rapidly losing its meaning. In the upcoming period, the winners will be brands that can offer flexible planning, center the experience, and provide data-driven personalization."

Gökhan Erdoğan also noted that the research indicates Turkey is a market open to growth and development, stating: "When the data from YouGov's research for Uzakrota is interpreted correctly, it clearly shows that the Turkish market still harbors significant growth potential for the tourism sector and is open to development and growth in terms of travel demand. However, sustainable growth in this market is possible not with standard products, but with data-driven pricing, flexible product structures, and local insights. For global travel brands and investors, Turkey can be a growth hub that is scalable in the short term and can generate high added value in the medium term when properly structured; it holds a strategic market position."

Source: www.denizhaber.com