This is what Swiss travelers really think

Beach or city trip? Alone or with friends? Relaxation or adventure? A new international study by the booking portal Booking reveals how Swiss people actually travel.

The survey was conducted in January 2025 among over 32,000 travelers from 32 countries – including 800 from Switzerland. The respondents were adults aged 18 and over who had taken an overnight leisure trip in the past year and planned to travel again in 2025.

The representative survey provides fascinating insights into travel motives, preferences, and concerns. The results are as diverse as Switzerland itself—with clear generational differences, surprising travel trends, and a healthy dose of wanderlust.

Why solo travel is trending

Solo travel is currently very popular among Swiss people – and will continue to be a trend in 2025. According to the study, one in four respondents took a trip alone in 2024. Solo travel was particularly popular among Generation Z (18-28 years old): 28 percent of them traveled alone. Among Boomers (61+), the proportion was similarly high at 25 percent. For them, the desire for independence was the main reason. The younger generation, on the other hand, traveled alone to have time for themselves. And this desire remains: 24 percent of respondents are planning a solo trip for 2025.

Who chooses the beach and who chooses the city

The study also reveals a tense battle when it comes to travel types: Beach holidays and city trips are equally popular among Swiss travelers. The most popular flight destinations for 2024 reflect this – vibrant metropolises and picturesque seaside resorts were highly sought after. Interestingly, a quarter of those over 61 reported having taken an active vacation.

What travel motivation depends on

There's a significant gap between the generations when it comes to motivation for traveling. While 57 percent of Gen Z prioritizes discovering new places, Boomers (49 percent) and Gen X (52 percent) primarily want to enjoy nature or relax. Millennials (29-44 years old), on the other hand, use travel to unwind mentally—a modern approach to self-care.

What is at the top of the priority list

What's important to Swiss people when planning? Safety tops the list at 49 percent, followed by good weather (46 percent) and attractive value for money (47 percent). Local food also plays a key role for 43 percent – ​​so culinary experiences are more than just a side dish.

Why travelers are worried

Booking also asked respondents what they fear most when traveling. The most frequently cited answer, at 46 percent, was the fear of getting sick while traveling. The biggest concern of the Boomer generation surveyed is bad weather at their vacation destination (46 percent). Gen Z is most concerned about having something stolen (45 percent). However, around a third of all respondents (32 percent) are also concerned about crowded places and large crowds.