In a classic case of wanting precisely what we can’t have, consumers say they are willing to throw away their entire lives for a fleeting brush with an overcrowded beach and a watery piña colada.
After nearly a year of social distancing at home, the world has had enough. A survey conducted earlier this year by hotel search platform trivago found “significant desires” to travel among 2,000 consumers polled in the U.S. and the U.K.
Utter desperation would be a better word for it. According to the survey findings, a quarter of consumers polled said they would forfeit all their savings, around 40% said they would give up sex for a year, 20% said they would dump their partner and nearly half said they would quit their job—all to travel now.
At first blush, these stats seem almost too wild to be true. Then reality sinks in. Many have spent months in the same foxhole with the company of only one other person, too many other people or perhaps merely electronic companions. Chances are colleagues’ Zoom habits and partners’ idiosyncrasies, once amusing, quirky or even endearing, have long become anything but.
Think about it too hard and you start to think maybe the survey didn’t go far enough.
Write to Laura Forman at firstname.lastname@example.org
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