{"id":18068,"date":"2014-07-14T23:39:30","date_gmt":"2014-07-14T23:39:30","guid":{"rendered":"https:\/\/www.expedia.com\/stories\/?p=18068"},"modified":"2014-07-14T23:39:30","modified_gmt":"2014-07-14T23:39:30","slug":"2014-expedia-flip-flop-report-2","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/stories\/2014-expedia-flip-flop-report-2\/","title":{"rendered":"2014 Expedia Flip Flop Report"},"content":{"rendered":"

Annual Study Examines Global Opinions of Sharks, Bikini Briefs, Nudity, Theft and Social Media Behavior on the Beach, the World\u2019s Most Popular Travel Destination<\/em>\u00a0<\/span><\/p>\n

BELLEVUE, Wash., July 14, 2014 \u2013Expedia.com\u00ae, one of the world's largest full service online travel sites*, today released the results of the 2014 Expedia\u00ae Flip Flop Report, an annual study of behavior and preferences among beachgoers in North America, South America, Europe, Asia and Australia\/New Zealand. The study examines the most prevalent joys and anxieties among beachgoers worldwide, including comfort with public nudity, opinions of speedo-style, brief swimwear and fear of sharks.\u00a0<\/span><\/p>\n

The 2014 Expedia Flip Flop Report was commissioned by Expedia and conducted online by Northstar, a global research and consulting firm. The study was conducted among 11,165 adults 18 years of age and older, across 24 countries in five continents.<\/p>\n

\u201cThe beach is the world\u2019s most popular travel destination by a considerable margin,\u201d said John Morrey, Vice President and General Manager of Expedia.com.\u00a0 \u201cSo every year we ask travelers all over the world to tell us their likes and dislikes as they relate to beach behavior. In response, we can offer travelers the recommendations that best suit their preferences. Expedia will help you get to the perfect beach, but when it comes to behavior on the sand, you\u2019re on your own.\u201d<\/p>\n

For the third year running, Germans were the likeliest to sunbathe fully nude at the beach.<\/strong>\u00a0 However, this year \u2013 for the first time \u2013 Austrians tied their German peers in that regard. 28% of German and Austrian beachgoers report having spent a day at the beach in the buff. Worldwide, beach nudity is more common among men (18%) than women (6%). And toplessness is a largely European phenomenon, with Austrians (49%), Spaniards (42%) and Germans (39%) the likeliest to take part. 12% was the global average for beach nudity, while 20 % of female beachgoers worldwide have spent time topless at a beach. <\/p>\n

Asian beachgoers are typically more modest; only 2% of Japanese, 3% of South Koreans and 4% of Thai beachgoers have sunbathed nude. Though statistically unlikely to participate, the Japanese expressed a high level of comfort with beach nudity or female toplessness. 72% report being \u201cvery\u201d or \u201csomewhat\u201d comfortable with the practice, trailing only the Spanish (74%).<\/span> <\/strong>Residents of Hong Kong (29% approve), India (29%) and Malaysia (34%) were the least comfortable.<\/span><\/p>\n

Have Towel, Will Travel<\/strong><\/p>\n

The beach itself is the most popular travel destination for the world\u2019s travelers. More than one half (56%) of the study\u2019s respondents took a beach vacation in the past year. A full three quarters (75%) of global travelers indicate that they are \u201cvery\u201d or \u201csomewhat\u201d likely to take a beach vacation in the next 12 months. Of those who have taken a beach holiday, 62% said they did so outside of their home country, and 59% did so on a different continent.\u00a0<\/span><\/p>\n

And beachgoers need no excuse. 79% of those who anticipate taking one will do so \u201cjust because.\u201d One subliminal driver may be beachgoers\u2019 association with beach vacations and personal happiness. 73% of those who have taken, or plan to take, a beach vacation report that such holidays are associated with personal bliss either \u201ca great deal\u201d or \u201ca fair amount.\u201d<\/p>\n

25% Would Sacrifice a Week\u2019s Salary for More Sand<\/strong><\/p>\n

In pursuit of such happiness, beach lovers will make sacrifices. The 2014 Expedia Flip Flop Report revealed that 29% would \u201cwork weekends for a month\u201d in exchange for just one extra beach vacation per year. 25% would give up a week\u2019s salary. 11% would be willing to experience influenza for a full 48 hours.<\/p>\n

Spending time in the sand with children made prospective beachgoers most excited (appearing in 51% of the top activities), followed by time with spouse\/significant other (46%), sampling local cuisine (44%) and relaxing by the water (40%).<\/span><\/p>\n

The Preferred Beach State is Serenity<\/strong><\/p>\n

Relaxation is by far the preferred state of being at the beach. 88% of prospective beachgoers report that they will select a serene, calm destination, versus 12% who prefer a \u201cparty destination.\u201d At the beach, a calm stroll along the water is the most popular activity. The list of preferred beach behaviors includes:<\/p>\n