Nation of dreamers as UK holiday travel planning gets elongated, 383 research

Published on : Monday, March 11, 2019

A research by Design agency 383 shows that the dreaming and planning stages of the U.K. holiday travel planning and booking process is getting longer. The U.K. is a nation of dreamers as they fantasize for hours about their next trip.




Online travel agents (OTAs) can increase conversions from the dreaming to booking stage, by understanding this dreaming and planning stage – as well as customer behaviours and motivators. The research identified a number of customer behaviours around UK holiday travel planning and UK holiday booking process.




About 48 per cent U.K. adults dream of holidays when its winter. 42 per cent of U.K. adults search for holidays that they can’t afford to book. 41 per cent are searching for holidays during their working day that includes the commute time, with 25 per cent searching while at work. This behaviour is more common among 25-34 year olds. Women are more emotionally driven holiday dreamers than men. 37 per cent of women dream of escaping on holiday after a bad day, compared to 24 per cent of men.




32 per cent of 18-44 year olds use Instagram to research holidays, rather than any other major world travel site such as Lonely Planet, Which?Travel, Travel Zoo, Conde Nast, YouTrip.  About 24 per cent of 25-44 year olds identified Facebook as the most influential source of holiday inspiration, and 15% cited travel bloggers as most influential. Instagram is more influential for particular demographics of U.K. adults, including women (30 per cent), Gen X (44 per cent), and millennials (36 per cent).





As per Sukhi Dehal, Founder of 383, their research on UK holiday travel planning will provide OTAs with valuable insight into their customers’ mindsets and behaviours.



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