For many South Africans, planning a holiday often starts with bucket lists, group chats and screenshots saved from TikTok or Instagram. But once the flights land and the reality sets in, not every getaway becomes the memory people hoped for.
Travel Guard`s recent studies suggest that travel regret is significantly more widespread than many travellers confess publicly, with a staggering 98% of South Africans asked regretting at least one holiday.
The global travel insurance and assistance provider surveyed more than 4,600 people across 19 countries to unpack how travel disappointment shapes future planning habits.
The ‘perfect holiday’ pressure is real
The study found that 94% of travellers globally regret at least one trip, while nearly one in three said they could recall multiple holidays they wished had gone differently. For 17%, those regrets still linger years later.
People in their 20s emerged as the group most likely to regret travel decisions, with researchers suggesting tighter budgets, limited experience and spontaneous planning may play a role. Trips taken during travellers’ 30s followed closely behind.
Meanwhile, family holidays ranked as the most regretted type of travel overall. With multiple personalities, budgets and schedules involved, the pressure to keep everyone happy can quickly become overwhelming.
Adventure holidays, city breaks and romantic getaways also featured prominently among trips people wished they could redo.
According to the findings, the leading cause of travel regret was simply that something went wrong”, including delays, illness or cancellations.
Poor planning came next, followed by travellers feeling too stressed or emotionally drained to actually enjoy the experience.
Others blamed difficult travel companions, limited budgets or destinations that felt ‘overhyped’ compared to what social media had promised.
Accommodation issues topped the list of practical frustrations, while overcrowded tourist spots and bad weather also featured heavily.
The report also uncovered a social media contradiction many travellers may quietly relate to: nearly one in three admitted posting positive content about a trip they actually regretted.
That disconnect between online presentation and real-life experience has sparked conversation online, with users joking about ‘suffering for the aesthetic’ and posting holiday photos while secretly counting down to the flight home.
Locally, the findings land at a time when many South Africans are becoming more intentional about how and where they spend on travel amid rising living costs and fluctuating exchange rates.
Instead of fast-paced itineraries packed with activities, many travellers now appear to be prioritising comfort, flexibility and careful planning.
The study found that 74% of respondents changed how they plan holidays after a disappointing trip.
More travellers now prioritise:
- Planning trips well in advance
- Researching destinations more thoroughly
- Choosing better accommodation
- Budgeting more carefully
- Being selective about travel companions
- Avoiding peak tourist seasons
Some travellers also said they now leave more room for downtime instead of overscheduling every hour of a holiday.
Financially, many respondents admitted regret came with a steep price tag. While a third estimated they wasted less than R8 400 on a disappointing trip, others believed they lost thousands on holidays that failed to meet expectations.
On average, travellers estimated around R17 600 of their spending felt wasted.
‘Most regrets can be avoided’
Rhonda Sloan, who is the chief marketing officer at Travel Guard, said the research shows that while travel setbacks are common, preparation still plays a major role in shaping the overall experience.
‘Our research highlights how travelers around the world can sometimes wish their trips had gone differently, but it also shows that most regrets can be avoided with thoughtful planning,’ Sloan highlighted.
‘Taking a break should be a chance to recharge and create lasting memories, so making a few proactive choices in advance can help ensure your experience lives up to expectations.’
She added that researching destinations carefully, selecting suitable accommodation and preparing for disruptions ahead of time can significantly improve travel experiences.
‘While we can’t control every aspect of a trip, such as unexpected weather or occasional travel hiccups, preparing ahead by researching your destination and selecting the right accommodations can make a big difference,’ Sloan said.
‘Equally important, purchasing a travel insurance plan before you set out ensures you have access to practical support when you need it most, so disruptions don’t overshadow your experience.’
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Picture: Getty Images
