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, rivaling 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).
2014 sources of travel inspiration
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%
Tom Malcolm, Head of Consumer at Diffusion, commented: “Understanding consumer behaviour and changing sources of inspiration is vital to any travel brand striving to stay ahead in 2014. Brits may be set to increase the amount they spend on holidays in the coming year but before splashing out they’ll consult a variety of sources to influence their decision. The consumer decision making process when it comes to booking a holiday is now more complex than ever before. Travel brands and destinations need a smart, integrated approach to their communications strategy which inspires wanderlust and makes their offering unforgettable in the crowded market.”