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All dressed up and everywhere to go: how a passion for fashion fuels the style-conscious traveler reveals how style can impact our vacations; from mood and confidence, to transforming our personal style while on vacation and back at home

  • Over half of US travelers (57%) pay close attention to their appearance every single day, but two out of five (42%) actually care more about their physical appearance while on vacation than when at home
  • Just over half of US travelers agree that looking their best while on vacation is important (52%) with just under half dressing their best for vacation photos that are sure to make their way to social media (48%)
  • Style choices can be the key to feeling great while on vacation. Four out of ten US travelers say that wearing a vacation wardrobe is the secret to vacation confidence (43%)
  • The effects of vacation style last much longer than the trip itself. Two in five US travelers (42%) have felt inspired to make changes to their own personal style after being on vacation. 

New York, New York - Travel and fashion are a perfect match with just over half of all US travelers agreeing that looking their best while on vacation is important (52%). Whether functional or fashionable, a vacation wardrobe is a big part of any trip, from planning and packing to the actual vacation experience itself., the global leader in connecting travelers with the widest choice of incredible places to stay, is championing the all-encompassing nature of travel and its ability to inspire the way we live our lives, including the experiences we have that impact our style, confidence and our fashion choices while traveling.

Research conducted by the company across 21,500 global travelers from 29 countries uncovers how fashion influences travel and confidence and impacts style choices while on vacation and beyond.

Look good, feel great

Vacations are a time when we leave our worries at home, escaping and immersing ourselves in a new environment. It’s no wonder then that three out of ten US travelers (30%) feel more confident while on vacation than at home and want to be photo ready no matter the backdrop - whether it’s a stylish apartment balcony or villa complete with infinity pool. Vacation wardrobes have a significant part to play in this, with four out of ten US travelers citing their travel wardrobe as the secret to vacation confidence (43%), even over the relative anonymity that traveling can give us (42%).

When delving deeper, US travelers’ top reason for vacation confidence is being with people they’re comfortable with, like friends and family (68%). When it comes to not feeling confident on vacation, three out of 10 US travelers say it's because their wardrobe is functional and not fashionable (31%). 

Beyond confidence, a travel wardrobe has the ability to influence day to day moods while on vacation. When asked how style choices make them feel, the top three emotions listed by US travelers were being comfortable (63%), relaxed (52%) and normal self (45%). What’s more, the data shows that the vacation style feeling lasts much longer than the trip itself with two out of five US travelers (42%) feeling inspired to make changes to their own personal style after being away.

Style stimulation

Before the actual trip comes the often stressful vacation prepping, such as researching, planning and packing. Just over half of US travelers agree that looking their best while on vacation is paramount (52%), as is wanting to dress their best for vacation photos which likely end up on social media (48%). In fact, one in five (18%) travelers are so concerned with their appearance while on vacation that some would rather spend money on a wardrobe than on activities during the trip.

When planning their travel apparel, US travelers seek inspiration from friends (75%), family (69%), TV programs (42%) and fashion and style influencers (36%), mining them for ideas of what to take as part of the all-important vacation wardrobe. But there are also aspects of a vacation that can inspire a style revolution:

Aspects of a vacation that bring about a style revolution

56% cite the variety and style of clothes available at local shops and markets

48% find inspiration by embracing the local culture

49% are influenced by what local people wear

41% revel in the colors they see

22% seek inspiration from the landscape

23% are influenced by travel companions and what other travelers wear

And a little healthy competition can be a driver to dressing better as one in four US travelers (24) have a desire to dress better than their companions on vacation, which may influence what they take along with them.

Top fashion designer and style ambassador Christian Cowan shares his style secrets: “It’s no wonder that what we see around us on vacation can transform what we wear at home. We get used to the norm of dressing a certain way back home but when we travel, our minds expand and we become open to new possibilities with style, fabric and color. Watching the locals is the best way to get inspiration. Experimenting with local style and translating it to your look back home can make you feel like a new person, whether it’s simply wearing your hair differently, trying a bolder color or tying on a scarf in a vibrant local print.”

Traveling outside the comfort zone

When it comes to style, travelers are not afraid to step out of their comfort zone while on vacation, trying new and different outfits that bring out hidden facets of a personality. One in four US travelers (25%) say their vacation outfits are brighter and more colorful than an everyday wardrobe and one-fifth (21%) even choose more daring clothing while on vacation. Only a small minority (7%) say they are more reserved or understated while on vacation. Traveling can also bring out styles only worn while on vacation, but never at home:


Percentage of US travelers who would wear this look while traveling, but never at home

Comfortable footwear


Skimpy hemlines (short shorts, dresses and skirts)


Huge sunglasses - the bigger the better!


Floppy large hats to protect us from the sun


Revealing swimwear


Peekaboo sheer fabrics


Wild facial hair


Christian Cowan adds: “A vacation is the time to get experimental with your style, the environment often allows you to be bold and adventurous with prints, textures, and accessories. It’s the perfect time to try out a new look that you wouldn’t necessarily wear at home, whether that’s due to a different culture or different climate. When it comes to vacation style I have one piece of advice: go big or go home!”



For further information, contact the US Press Office;

NOTES TO EDITORS conducted research among 21,500 respondents in 29 markets globally (Australia, Germany, France, Spain, Italy, Japan, China, Brazil, India, United States, United Kingdom, New Zealand, Thailand, Russia, Argentina, Belgium, Canada, Denmark, Hong Kong, Croatia, Indonesia, Taiwan, Mexico, Netherlands, Sweden, Singapore, Colombia, Israel, South Korea). The fieldwork was carried out from 18th June – 16th July 2018.


Established in 1996 in Amsterdam, B.V. has grown from a small Dutch start-up to one of the largest travel e-commerce companies in the world. Part of Booking Holdings Inc. (NASDAQ: BKNG), now employs more than 17,000 employees in 198 offices in 70 countries worldwide.

With a mission to empower people to experience the world, invests in digital technology that helps take the friction out of travel. At, we connect travelers with the world’s largest selection of incredible places to stay, including everything from apartments, vacation homes, and family-run B&Bs to 5-star luxury resorts, tree houses and even igloos. The website and mobile apps are available in 43 languages, offer over 28.8 million total reported listings, including more than 5.5 million listings of homes, apartments and other unique places to stay,, and cover more than 138,000 destinations in 229 countries and territories worldwide.

Each day, more than 1.5 million room nights are reserved on our platform. So whether travelling for business or leisure, customers can instantly book their ideal accommodation quickly and easily with, without booking fees and backed up by our promise to price match. Via our customer experience team, customers can reach 24/7 for assistance and support in 43 languages, any time of the day or night.

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