Working during vacation ('workation') rapidly gaining popularity

A new Simon Kucher & Partners study reveals how the remote working paradigm is paving the way for employees to take their laptop to a warm holiday destination with a stable internet connection. 

More than 7,000 people across seven major economies – China, France, Germany, Netherlands, Russia, Great Britain and the US – were surveyed by Simon Kucher & Partners, for an idea of travel trends amid a maturing vaccination rollout worldwide.

On the whole, the findings bode sunny times ahead for the global travel and tourism sector. After more than a year of being locked up, the researchers expect a kneejerk reaction – with “revenge travelers” itching to get back out there and have new experiences. And most have saved up a pretty penny during the pandemic, so spending is likely no barrier. 

So what’s the plan for adventure seekers armed with a new jab and a hefty budget? Many will likely take time off for a few relaxed weeks, although a significant share don’t want their vacation to end. Instead, they’re more than happy to setup a work station at their holiday destination, and stay a few more weeks. 

Globally, nearly 80% of Simon Kucher’s respondents suggested they’d add a couple of weeks of ‘workation’ to their holiday – led by 70% of Chinese respondents, around 40% in Germany and the Netherlands, and roughly 30% in the UK.

Simon Kucher’s Munich-based partner Lisa Remmelberger explained how the remote working paradigm has made workations a reality, adding a not on the model’s inherent appeal. “The possibility of working during the day and being able to relax in a beautiful vacation spot in the evenings and on weekends attracts many people,” she said. 

“If you're in an apartment in a busy city, maybe with kids around, it can be nice to be in a different environment for a while,” added Nout van Zon, an Amsterdam-based senior consultant at Simon Kucher – explaining why the majority of workation adopters are younger than 45. 

“We all work digitally, so why not?!” added van Zon. One reason might be reliability, which is why stable WiFi connections, separate office areas and electronic infrastructure have become top criteria for selecting a holiday destination – among roughly 30-60% for different features. Per the researchers, these are important preferences to note for travel and tourism businesses looking to capitalise on the incoming wave of revenge travel.