Tourism | Offers "direct" Britons to the destination

Special offers and prices on travel are the top "inspiration" for Britons when looking for their holiday destination. This is the conclusion of a survey by the advertising platform Teads.

According to the survey:

80% of respondents said that prices and offers in relevant travel advertisements inspired them most in choosing the destination
65% cited images they saw in promotional activities of destinations as a source of inspiration
28% highlighted cultural events as the source of inspiration for their trip.
The Teads Travel Compass survey also revealed that cost was an equally important factor in respondents’ accommodation and flight choices (cited by 60% and 54% of respondents, respectively).

It is noted that 20% of respondents visited travel agents to book, 33% chose to book flights and accommodation on airline websites, 45% made all arrangements using travel aggregators, and 49% purchased accommodation and transfers separately using different websites.

When to book

The survey also found that a third of UK consumers research their destination anywhere from a few days to a month before booking.

Two in 10 UK travellers, however, research holiday options at least six months in advance of their travel date, and three in 10 between one and three months before departure.

Finally, the survey revealed that beach holidays are the most popular holiday option (51%) for Britons. This is followed by city breaks (46%), visiting family and friends (34%), sightseeing (34%), and country/provincial getaways (31%).

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