MOMONDO FINDS 66% OF BRITS DAYDREAM ABOUT HOLIDAYS
...Brits prefer word-of-mouth recommendations & 2-3 months is typical planning period...
As the summer holidays are over and the kids have gone back to school, momondo.co.uk believes now is the time most Brits will be daydreaming about their next break.
The travel site found that 66% of Brits surveyed typically check the prices of holidays and flights periodically, even if they are not planning a specific trip.
And when it comes to choosing a destination, friends and families leave the biggest impression for most Brits, with 49% stating they got their travel inspiration from those closest. Travel websites came in a close second, with 46% of Brits sourcing journey ideas from the web, ahead of newspapers/magazines, and travel agents, which both provided travel inspiration for 22% of Brits surveyed. Social media and blogs trailed behind, inspiring just 9% and 4% of Brits, respectively.
Lasse Skole Hansen, Spokesperson at momondo.co.uk states: "We are bombarded with images on social media and through advertising, but our study indicates that it’s actually still word-of-mouth recommendations that are most credible when it comes to holidays. The Brits want a good old-fashioned stamp of approval from a trusted friend or relative, who has good travel experience.”
When do Brits book?
And in terms of planning ahead, 35% of Brits book between two and three months in advance of travel and 24% book between four and six months in advance. Only 16% book more than six months in advance, suggesting the traditional notion of booking travel a year in advance for the following summer, is going out of fashion.
Conversely, momondo found just 19% of Brits book with a month or under to go, which indicates Brits are also less ‘last-minute’ than they might think - certainly when compared to other nations. momondo found Spaniards most likely to say ‘mañana’ to sorting flights and accommodation, with 61% surveyed by momondo, booking with a month or under to departure. Next, momondo found Italians and Russians most laidback about confirming travel plans, with 49% and 48% respectively booking, with a month or less to go. momondo found Brits were most similar to Germans and those from the Netherlands - 23% and 22% respectively of whom surveyed, booked with a month or less to go.
FACTS IN BRIEF:
On booking up...
• 66% of Brits check prices of holidays and flights even if they are not planning a specific trip, (31% don’t and 3% weren’t sure)
When do we book…
• 2% of Brits book one week or less in advance
• 6% of Brits book 2-4 weeks in advance
• 11% of Brits book 1 month in advance
• 35% of Brits book 2-3 months in advance
• 24% of Brits book 4-6 months in advance
• 16% of Brits book more than 6 months in advance
On choosing where to go…
• 49% of Brits get inspiration from friends and family
• 46% of Brits get inspiration from travel websites
• 22% of Brits get inspiration from newspapers and magazines
• 22% of Brits get inspiration from travel agencies
• 18% of Brits get inspiration from advertising
• 16% of Brits get inspiration from TV or radio
• 10% of Brits get inspiration from movies
• 9% of Brits get inspiration from social media
• 6% of Brits get inspiration from travel apps (for smartphones and tablets)
• 5% of Brits get inspiration from events (e.g. the Olympics or World Cup)
• 4% of Brits get inspiration from blogs
For further information please contact:
Travel search engine www.momondo.co.uk finds and compares billions of prices on flights, hotels and travel deals. momondo was launched in 2006 and has been recommended by international media, such as the New York Times, CNN, NBC, CBS, The Daily Telegraph, and The London Sunday Times, as well as the legendary travel guru Arthur Frommer. momondo has won many awards, including a flight comparison test in 2012 by Stiftung Warentest, Germany’s independent product and services review. momondo’s mobile applications are available for free for iPhone, Android and Blackberry.
About the data:
The analysis was prepared by momondo. The analysis deals with British travel habits and trends. Data was collected through an e-survey by Research Now's panel during the period 9 to 19 January 2014. 1,000 interviews were collected among Brits aged 18-65 years and representatively distributed according to gender, age, education and region, and then weighted. Eleven other nations were surveyed with the same criteria.