Who will influence your 2014 holiday? Diffusion has found:
1. Word-of-mouth 46%
2. TV programmes 30%
3. Review sites (e.g. TripAdvisor) 29%
4. Online Media 22%
5. Newspapers 16%
6. Friends’ Facebook and Twitter
photos 15%
7. Lifestyle Magazines 13%
8. Advertising Campaigns 11%
9. Blogger Reviews 8%
Confidence among UK consumers could be returning as new research reveals that
almost two-thirds of Brits (60 per cent) plan to increase the amount they will
spend on holidays in 2014, compared to the previous year.
On average Brits will increase their travel budget by 14 per cent compared to
last year and a well-heeled 8 per cent will be investing more than double their
2013 holiday spending. These findings make up Diffusion's 2014 Consumer Travel
Trends report, commissioned by the communications agency using OnePoll to
survey over 1,000 Brits online on their holiday plans in 2014.
In further positive news, more than one in six (17 per cent) plan to increase
their number of holidays, one in eight (12.5 per cent) are looking to travel
further afield and one in ten (10 per cent) will book a multicentre
trip. However, the ‘fly and flop’ remains a staple part of British travel
plans, with almost a fifth (19 per cent) of Brits intending to book a beach
holiday in 2014.
The report also examined the sources of information used by consumers when
planning and booking their holidays. Almost half (46 per cent) of consumers
will rely on word-of-mouth recommendation to select destinations, with almost
three in ten (29 per cent) planning to consult review sites like
TripAdvisor.
Diffusion’s research analyses the sources of travel inspiration for British
consumers. The report highlights the growing impact social media sites are
having on our travel choices, rivalling the influence of traditional editorial
sources and paid advertising campaigns. For example, more people will be
inclined to book a holiday after seeing their friends’ boastful social media
photos than will do having read a magazine review or seeing an advertising
campaign (15 per cent, 13 per cent and 11 per cent retrospectively).