
Holiday booking as a happiness booster: Psychological effects of travel planning
Booking a vacation flight triggers surprisingly strong feelings of happiness in many people. This is the result of a recent survey conducted by renowned cognitive scientist Dr. Laurie Santos. More than 2025 Americans took part in the survey, which was organized by the airline United Airlines, in January 1.300. The result: 70 percent of respondents said that they felt happy when booking a vacation flight. Dr. Santos explains that the so-called "happiness boost" from the anticipation of the upcoming experience often lasts long after booking. Especially in winter, when many people suffer from the gloomy season, booking a vacation offers a welcome opportunity to counteract the so-called "winter blues". According to the survey, 68 percent of participants said that January was a month in which they particularly depend on a positive outlook. Booking a holiday seems to generate just as much happiness as the act of travelling itself – almost 73 percent of respondents reported this positive effect. Interestingly, the joy that comes from booking a holiday surpasses the euphoria that comes from buying material goods. According to Dr. Santos, the rush of happiness from booking a holiday is more than twice as strong as buying clothes, jewellery or household items and even four times as intense as buying electronics. The reason for this lies in the nature of travelling: new experiences and encounters provide long-term joy, while the appeal of consumer goods quickly fades. This effect is explained by the brain's "hedonic adaptation", in which we








