Baku, Finance Time. At the height of the summer vacation season, Visa has found out where and how the Azerbaijanis spend their summer vacations, and how much they can afford on their vacation. The consumer preference survey, initiated by Visa[1], was conducted by GfK in April 2015.
Planning and spending
48% of the Azerbaijani, who plan their summer vacation, start making plans in advance – from more than a week to less than a month – before the vacation. 28% decide on where to go within the following time range – from more than a month but less than six months – before the trip. A week is enough for 18% of the Azerbaijanis to plan their vacation. Actually all Azerbaijanis (92%) plan their vacation independently; about 4% use the services of travel agencies; and another 4% are willing to use the services of a travel agency or travel on their own. The main criterion in selecting a travel destination is good price (it was stated by more than 63% of all respondents). As for other criteria, they are high quality of services (30%) and picturesqueness of the place/destination (29%).
In the summer, the Azerbaijanis usually have a vacation of one (48%) or two (41%) weeks.
Three quarters of the Azerbaijanis prefer to spend their vacation in their native land. 16% prefer both Azerbaijan and foreign countries. And only 9% usually spend their summer vacation abroad. As for those travelling abroad, 71% prefer the mild climate of the countries of the Black Sea, 21% – Europe, and 12% – the United Arab Emirates. In their native Azerbaijan, 65% prefer lying on the beach, and they often (33%) give their preferences for the Coast of the Absheron Peninsula. The majority (52%) also go sightseeing (Gabala — 14%, Baku — 11%).
It is worth noting that just lying in the sun and splashing in the sea is a perfect pastime for 47% of the Azerbaijanis. About 29% tend to relax from everyday routine, actively exploring new places. 19% like going to discos and mastering extreme sports. About 5% go shopping.
There are some items the Azerbaijanis can’t do without during their summer vacation. Both women (81%) and men (94%) share an opinion that the main thing is to remember to take a mobile phone with them. The desire of the Azerbaijani ladies to look irresistible on vacation helped cosmetics occupy second place in the women's list of must-haves (63%). Third position is held by a first aid kit (34%). Evening dress is registered for 25% of the Azerbaijani ladies. In the men’s top list of must-haves, sports clothing (52%) comes in second, going far ahead of the other items.
A dream vacation for the Azerbaijanis are white beaches in Dubai (30%). They also don't mind relaxing at the parties and casinos in Monaco and Monte-Carlo (13%). 10% of respondents would like to go shopping in Italy or to explore the medieval gastronomic France.
Recollections of the Azerbaijanis about the most memorable vacation are diverse. Responses to the question on which was the most memorable or unusual vacation included hiking to the Qax waterfall, which could be named as one of the favourite places for Azerbaijanis to spend their vacations, jumping from an eight-meter height into the river, climbing, etc.
How much do the Azerbaijanis spend on their summer vacation and on what?
With regards to the budget the Azerbaijanis can afford for summer vacation, most respondents (26%) expect to spend more on their 2015 vacation than the previous year; 45% intend to do with the same budget and, 29% are seeking to cut their summer vacation costs comparing to 2014.
The overwhelming majority of the Azerbaijanis (57%) plan their vacation budget. 18% of the respondents make detailed calculations for individual items; 39% of the respondents plan the total amount they intend to spend during their vacation. The remaining 43% do not try to fit their spending into a certain budget and spend their money spontaneously.
Considering the fact that many Azerbaijanis have a one- or two-week summer vacation, 40% of the respondents plan to spend between more than a half but less than one monthly household income on their summer break, while one third (33%) intend to spend between one and three family budgets on their summer vacation. 24% are ready to afford up to a half of the monthly family income.
Many Azerbaijanis complement their summer vacation with an extensive entertainment program. Entertainments are the events on which the Azerbaijanis spend most of their money while on vacation (40% of respondents), along with travelling and accommodation. Moreover, 34% spends a substantial amount on restaurants, cafes, and bars. Other popular types of leisure include tours, exhibitions, and concerts (30%). Little more than 23% of those polled combine their summer break with revitalizing health procedures, treating themselves to a spa, massage and other wellness programs.
Ways to pay for goods and services
Payment cards are not top of the wallet for all Azerbaijanis yet. The findings show that only 14% of the Azerbaijanis take their payment cards alongside with cash while going on vacation. 86% of the respondents exclusively use cash on their trip. The most popular card transaction is a transport pay — 40%, second place — cash withdrawal (35%).
The most attractive for the Azerbaijanis in paying with a card is convenience (65%). 35% per cent state it is safe to pay with a card.
“Planning a summer vacation is one of the most enjoyable things to do when faced with a succession of working days. Summer vacations offer us a kaleidoscope of impressions and new emotions, helping recondition and inspire us towards new achievements. No matter whether Visa cardholders want to spend their break in Azerbaijan or treat themselves to an exotic tour, Visa payment cards will help them save the time and strength they need to plan their holiday. Paying for flights and booking hotels, enjoying a meal at a restaurant and buying souvenirs for friends and family, all this can be done quickly and safely using a Visa card”, said Irina Kamkhadze, Regional Manager for Business Development in the Countries of the Caucasus Region, Visa”
It is worth noting that the Azerbaijanis are ready to use non-cash payments more actively during their summer breaks. Factors which could make consumers decide on using their card to pay for goods and services include the possibility of reclaiming some portion of the cost of the purchase paid with the card/retaxation (30%), accumulation of bonuses (30%), and additional discounts (26%). 24% will increase the number of places accepting cards for payment, 13% - getting an instant prize/ souvenir.
The majority of cardholders who participated in the survey are Visa cardholders. Visa (77% - standard card: Visa Electron and Visa Classic, and 8% — a Visa premium class card: Visa Gold, Visa Platinum and Visa Infinite). Moreover, the use of Visa cards is dominating among those who plan and those who do not plan a vacation.
The research of consumer preferences was conducted by GfK in April 2015 on Visa’s initiative. 1000 people aged over 18 took part in this survey carried out among the residents of Azerbaijan’s largest cities.
