[2026 Golden Week Travel Awareness Survey] Over 80% to Skip Travel This Year, Revealing a 'Stay-at-Home' Trend.

Impact Field Co., Ltd., a consolidated subsidiary of Impact Holdings, Inc. specializing in field marketing (Headquarters: Minato-ku, Tokyo; President: Kiyoto Sagae; hereinafter 'Impact Field'), has conducted a '2026 Golden Week Travel Awareness Survey' targeting 548 registered staff members of the job referral site 'MediF'. The survey reveals a 'polarization' in travel consumption: while many are reluctant to travel during Golden Week to avoid crowds, those who do travel tend to prioritize 'exclusive experiences' and are willing to invest more time and budget. We analyze the generational differences in travel values and provide insights for future Golden Week marketing strategies. Survey Summary ・Point 1: Over 80% choose 'not to travel' during Golden Week. 'Crowds' is the universal reason across all generations. ・Point 2: Why stay home? Youth prioritize 'time performance' (taipa), while seniors prioritize 'cost performance' (cospa) and 'relaxation.' Generational values are highlighted. ・Point 3: 'Travelers' are focused on 'experience-based consumption.' They prioritize 'experiential value,' with budgets and length of stay trending upward. Survey on Golden Week travel plans by age group. When asked, 'Do you have plans to travel during Golden Week?', 82.2% of respondents overall answered 'No.' By age group, 74.1% of those in their 30s and 100% of those in their 20s answered 'No,' indicating a significant trend toward avoiding travel during the long holiday. The primary reason for not traveling across all age groups was 'wanting to avoid crowds,' reflecting a strong desire to avoid congestion and spend time comfortably. 'Crowds' are the primary factor for not traveling. Reasons for not traveling showed distinct generational characteristics. For those in their 20s to 50s, the response 'due to work or other scheduled commitments' increased with age, reflecting the busy lives of the working generation. Conversely, for those in their 60s and older, reasons such as 'wanting to relax at home' and 'travel costs are too high' increased. This reveals a senior demographic that, while affected by rising prices, prioritizes mental and physical peace over hectic travel. What travelers seek: 'Destinations and sightseeing spots,' with budgets and planned stays varying by age. During Golden Week...