ABTA has unveiled details of where the British public gets information and inspiration from when looking at holidays, and the association will use the findings to support future marketing efforts.
ABTA’s Holiday Habits 2024-2025 research shows the top choice is a general internet search, with 49% of respondents using the web. Second on the list is recommendations from family and friends, used by 39% of respondents, while third is the use of specific travel websites, newsletters or guidebooks (36%).
On average, one in five people (21%) use social media platforms for their inspiration, with social searches more popular among the 18-34s.
The research showed social media is used to search travel by 44% of 25-34 year olds and 42% of 18-24 year olds.
The full findings, including the differences among the age groups, are available in a short guide to help support ABTA members’ marketing, which can be downloaded via ABTA’s Member Zone.
Of those who had been on a holiday booked through a travel professional in the past 12 months, 37% said they get their inspiration from travel agents and tour operators, with 37% also saying they got inspiration from family and friends.
Research shows 68% of consumers only trust companies that are members of ABTA, and the association is encouraging its members to harness the strength of the ABTA brand and make use of the marketing materials in its Member Zone. Assets including videos, copy and imagery for social media, help members reach customers in the places they are going for inspiration.
Director of Communications Graeme Buck said: “People are referring to a wide range of sources when planning their holidays, with different age groups exhibiting different preferences, particularly online.
“The detail of our new insight is exclusive to members and will help to guide them in their marketing – by helping show where and how to focus their marketing efforts, ultimately to bring in more business.
“With the ABTA brand instilling high levels of confidence among holidaymakers, it makes business sense for all members to prominently display the ABTA logo on their website, social media content, advertising materials and retail space.”
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ABTA’s Holiday Habits 2024-2025 research shows the top choice is a general internet search, with 49% of respondents using the web. Second on the list is recommendations from family and friends, used by 39% of respondents, while third is the use of specific travel websites, newsletters or guidebooks (36%).
On average, one in five people (21%) use social media platforms for their inspiration, with social searches more popular among the 18-34s.
The research showed social media is used to search travel by 44% of 25-34 year olds and 42% of 18-24 year olds.
The full findings, including the differences among the age groups, are available in a short guide to help support ABTA members’ marketing, which can be downloaded via ABTA’s Member Zone.
Of those who had been on a holiday booked through a travel professional in the past 12 months, 37% said they get their inspiration from travel agents and tour operators, with 37% also saying they got inspiration from family and friends.
Research shows 68% of consumers only trust companies that are members of ABTA, and the association is encouraging its members to harness the strength of the ABTA brand and make use of the marketing materials in its Member Zone. Assets including videos, copy and imagery for social media, help members reach customers in the places they are going for inspiration.
Director of Communications Graeme Buck said: “People are referring to a wide range of sources when planning their holidays, with different age groups exhibiting different preferences, particularly online.
“The detail of our new insight is exclusive to members and will help to guide them in their marketing – by helping show where and how to focus their marketing efforts, ultimately to bring in more business.
“With the ABTA brand instilling high levels of confidence among holidaymakers, it makes business sense for all members to prominently display the ABTA logo on their website, social media content, advertising materials and retail space.”
The post Where do people get their holiday inspiration from? ABTA reveals all appeared first on Travel Gossip.
Continue reading...
