Reveal Marketing Research study: The “The coast for all” program promises discounts of up to 70% on accommodations, but only 1 in 4 Romanians choose to take advantage of these offers

Reveal Market Resources, Study No. 165

The latest study conducted by Reveal Marketing Research aimed to explore in greater detail both the perceptions of Romanians regarding the “The coast for all” program and their intentions to plan affordable vacations on the Black Sea coast starting from September 1st.

• The “The coast for all” program promises discounts of up to 70% on accommodations, but only 1 in 4 Romanians choose to take advantage of these offers.
• The most popular off-season seaside destinations are Mamaia (36%), Eforie Nord (32%), Costinești (26%), and Vama Veche (20%).
• The main barriers that Romanians face when considering a seaside trip in the off-season are lack of funds (52%), preference for other destinations (38%), lack of time (28%), and the start of the school year (23%).

1 in 4 Romanians intend to go to the seaside with the start of the “The coast for all” program

According to the latest study conducted by Reveal Marketing Research, 75% of Romanians are aware of the “The coast for all” initiative, which offers various accommodation options at highly attractive prices.

Among those familiar with the “The coast for all” campaign, half (49%) are excited about the initiative, particularly members of Generation Z aged 18-24 (73%) and those with low incomes below 3000 RON (55%).

Regarding travel intentions to the Romanian seaside during this period, 24% of Romanians state that they will take advantage of the “The coast for all” offer and definitely go to the seaside, while 19% are still undecided.

The most popular off-season seaside destinations are Mamaia, Eforie Nord, Costinești, and Vama Veche

For this off-season, the top seaside resorts favored by tourists are Mamaia (36%), Eforie Nord (32%), Costinești (26%), and Vama Veche (20%).

A closer analysis reveals that Mamaia and Eforie Nord are particularly popular among individuals aged 35-44, with 43% and 38% respectively. This suggests that these destinations offer amenities and activities that are more appealing to families and tourists in this age group.

On the other hand, Costinești and Vama Veche are especially attractive to younger visitors, known for their vibrant atmosphere and dynamic nightlife. Specifically, Costinești is a more appealing destination for those aged 18-24 (39%), while Vama Veche is preferred by both individuals aged 18-24 (35%) and those aged 25-34 (31%).

Although “The coast for all” offers attractive opportunities, many Romanians face financial barriers or prefer other vacation options.

The accommodation offers included in this year’s “The coast for all” program meet expectations for 66% of respondents. However, 28% consider them below expectations, particularly among those without children (32% compared to 26% for those with children) and individuals with incomes below 3000 RON (37%).

57% of Romanians do not intend to take advantage of the “The coast for all”  offers this year. The main reasons are lack of funds (52%), preference for other destinations (38%), lack of time (28%), and the start of the school year (23%).

Regarding the impact of the school year’s start on the decision to utilize this offer, 41% of Romanians believe this factor is quite significant or very significant. This influence is more pronounced among young adults aged 18-24 (60%), those aged 35-44 (52%), and parents (61% compared to 23% for those without children).

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.

Reveal Market Resources, study no. 165: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online during 22-27.08.2024, on a representative sample of individuals aged 18 and above, internet users, from urban and rural areas. The sample size was 1056 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.