The term Revenge Travel is composed of the term „Revenge“ for revenge and „Travel“ for travel. In the literal translation, the meaning is „revenge travel“. The origin of the term is in Great Britain. The word creation refers to a time after the corona pandemic when travel will be unrestricted again.
Related terms were used earlier in time in China. Revenge shopping, post lockdown shopping, was formed in Asia and has gained a firm place in the vernacular.
Revenge Travel is a Phenomenon of the Coronavirus Pandemic
In the challenging times of the pandemic, everyday life is dominated by a virus. Familiar and cherished habits are restricted or completely unavailable. In order for the pandemic to have some controllability, mobility is restricted and travel is prohibited. Planned and organized trips have been canceled. The planning of future trips is limited. Short trips, a city break or the long-awaited dream trip are equally affected.
The freedom of each individual is limited and anger and disappointment build up over the disappointment of a cancelled trip. With the progressive vaccination of the population in Great Britain, a positive signal went through the country. Freedom to travel seems possible again via immunization and cautious hope flows into the anger at the time without travel. The mood changes from resignation to „What are we all going to do when we get our normal lives back?“
All the canceled trips are to be made up. Pent-up anger gets a positive boost and a huge wave of travel is expected to make up for lost time. Revenge Travel results from anger built up during times of lockdown and contact restrictions and can be discharged in the positive energy of an intense wave of travel.
What is Revenge Travel? Meaning, definition, explanation
The word „anger“ always contains a nuance of aggression and is usually seen in the context of revenge. Often anger is directed against a specific person who is the target of the emotion. This can be observed after the end of a relationship or in cases of injustice. Anger over missed trips is directed partly against the virus and partly against the people who issued bans. People in politics, medical professionals, and scientists can become targets of revenge.
Travel as a reward
The human brain desires reward. The human brain is conditioned to reward effects. Often young children learn that if you do something well, you will receive a gift. When social life was shut down, many people had to stay at home and freedom of movement was restricted. At the same time, the demands of professional life changed and especially, families were faced with challenging situations. Family celebrations or socializing with friends were not allowed to take place. Many have found these situations stressful and unfair. Others have felt loneliness and wished for the sociability and closeness to others. Difficult times are often easier to get through when the goal of a reward is visible. With the end of this difficult time, the deprivations should be made up for. The necessary rest from the exhausting time is demanded. Revenge Travel is a special form of reward that is composed of revenge and a need to catch up. When the British population was promised an end to travel restrictions, tour operators announced a strong rush.
Revenge Travel as an Economic Factor
A crisis has winners and losers. The tourism industry is among the losers, hoping for a wave of „revenge travel“ to reduce pandemic losses. The hope is based on consumers scheduling time off beyond normal booking behavior. Budding hopes are based on the need for recovery and the reserves consumers may have built up during the time at home. Travel companies are also hoping for the need to catch up on missed trips and get back at the virus.