Research & Motives
We wanted to discover the major determining factors people looked at when researching their holidays.
What is most important when looking to book – local food? Travel times? Type of accommodation? Or does it all come down to cost?
We also wanted to see how the public carried out this research, whether through review sites, traditional travel agents or even social media.
How do you research your holiday?
Review sites are the most popular way to research holidays across all age groups and genders
25-35 year olds are more likely than older generations to use review sites and social media to research their holiday.
As are women, who are more likely to use review sites and social media to research their holiday, more so than men.
How do you book your holiday?
25-35 year olds are more likely to book online than older age groups. Whereas people aged 46-55 much prefer to book directly with the hotel.
Women prefer to book their holiday directly with the hotel, whilst 12% of men have no preference as to how they book their holiday.
Which factors are the most important when choosing where to go?
The weather, and the overall cost of a holiday are the most important factors for the majority of people when choosing where to go.
Women are more concerned than men whether there are things to do nearby and if there is a kids club.
25-35 year olds are more concerned about the local nightlife and less concerned with travel time unlike people aged 46-55 who are more concerned with travel time and safety while they're away.
Online research and the weather are key factors when choosing a holiday.
Review sites are the most popular source of information across all ages and genders. Word of mouth and the opinion of friends and family is also very important.
Aggregators like TripAdvisor are considered a more reliable resource than the traditional travel agent.
When it comes to touching down on foreign soil, the weather is easily the most important factor for everyone. Things to do and the overall cost of the holiday are close behind, whereas people are less concerned about nightlife, local events and sporting activities in the area.