Travel Counsellors research underscores media’s role in holiday choices.
- 41% of consumers choose destinations inspired by TV, film, or social media.
- Social media influences 61% of 16-24-year-olds, highlighting age disparities.
- Stress-free travel remains a key priority for those booking through advisors.
- Multi-destination holidays gain popularity, rising to 16% this year.
Travel Counsellors’ recent research emphasises the substantial role media outlets play in shaping holiday choices among consumers. According to the study, two-fifths, or 41%, of respondents stated that their travel destinations are often inspired by content from television, film, or social media sources. The study highlights a notable generational divide; a significant 61% of individuals aged between 16 and 24 reported being influenced by social media platforms, while only 24% of those aged 55 and above stated the same. This difference illustrates how younger populations are more susceptible to social media influences whereas older demographics tend to find travel documentaries more compelling.
Furthermore, the research reveals a robust outlook for international travel, even amidst economic hardships. On average, respondents plan to embark on two trips abroad within the next twelve months. A primary motivation for 39% of participants turning to travel advisors is the assurance of a stress-free travel experience. They seek reliable assistance if challenges arise and value the trusted, expert advice. Additionally, 49% praised the convenience of saving time through professional planning.
Beach holidays continue to top the preferences of 53% of those surveyed, overshadowing city breaks (41%) and all-inclusive trips (33%). Meanwhile, interest in lakes and mountains and cruise holidays has been rekindled with 23% and 17% expressing favour towards these options. There is also an emerging trend of multi-destination travels, showing a noteworthy increase from 9% last year to 16% in the current study.
Steve Byrne, CEO of Travel Counsellors, noted the vibrant state of the travel sector. He emphasised that meaningful and enriching travel experiences are prioritised by the public, reflecting a shift towards more deliberate and intentional vacation planning. Byrne stressed the importance of connecting with loved ones and the intrinsic value of a trusted advisor in crafting personalised travel solutions, which resonates with many seeking to maximise the quality of their travel experiences.
The research highlights the enduring influence of media on travel choices, with social media and trusted advisors playing pivotal roles.
