BDRC Continental Holiday Trends examines latest holiday behaviours and attitudes with a focus on identifying emerging trends.
Digital media increasingly important at each stage of the holiday process – from inspiration to experience review, changing roles of SM, online review sites and mobile communications
Intention to holiday overseas has risen for the 3rd year in a row (78-80%)
40% of Britons have taken a wellness holiday
Long haul destinations driving overseas increase
New Europe making a charge – eastern/central up 5% West/med down 4%
Wellness driving by younger generation 20-34 = 54%, 35-54 = 34% , 55+ = 21%
UK coast most appealing Wellness destination
TOP HOLIDAY TRENDS FOR 2015
Holiday ambitions and spend on the rise
Rising financial confidence and more holiday options, long haul more widely considered.
Marketing remains central to achieving this but role of social media also increasing particularly amongst the younger generations
Holiday ambitions and spend on the rise – 4 in 5 Britons expecting to spend the same or more on hol in 2015.
Overseas holidays up but not to traditional destinations
Intention to holiday overseas has risen for 3rd consecutive yr but trips to traditional Western Europe/Med countries are set to decline. The overseas rise is led by adventurous long haul destinations such as US/Canada, Central Sth America, Asia & Australasia – also Eastern & Central Europe set to rise in popularity
Generation Y leading the breakaway
Rise in consideration of more adventurous destinations is led by Gen Y (20-34 y/o) Of course they are – no kids! Driven by their use of SM and a fear of missing out, they are the more experience hungry age group. SM checkins & photo sharing present constant stream of possibilities and the quest to stand out becomes more competitive
Longer planning and stay
Rise in long haul holidays means that the lead time between booking and travelling has increased, as has the expected length of holiday.
Main holiday in UK has dropped, short breaks have bounced back
Main holiday in the UK continues to fall, but short breaks have increased – therefore venues and attractions need to promote themselves as must see
UK holidays are hassle free
Most popular reason for choosing a UK holiday is less hassle to organise – also no time to go abroad – so time pressured and impatient
Staycation legacy of improved perceptions of UK offer
Natural environment – Wales especially
Wellness tourism to boost the UK coastline
Growing twice as fast as tourism in general (!!) – good food, bikes, walks etc not just spas – shorter break and attract higher spend. Gen includes spa body treatments and healthy eating. Doesn’t exclude alcohol – not detox (phew)
Review sites continue to be influential in holiday booking behaviour
7 out of 10 are using online reviews to help decide holiday destination. Gen age neutral so similar influence across generations. ALTHOUGH website influence `
And talking to friends has has dropped, 2014 55%/2015 48%/ social media increased ’14=25% ’15=30% and guidebooks gone up from 9% to 14% in last year.
Social media influence on holiday bookings has increased
Nearly a third infuenced by some form of SM in holiday decisions rising to half amongst 20-24 y/os. Growing influence in selling an experience – particularly FB and Instagram which can use imagery to creat an emotional connection. User generated promotion is also important. – around half use SM on their phones on holiday. Notably sm use is not restricted to younger generations with fifth of adults 55+ also influenced by this medium. Destinations should encourage check ins photo opps and free wifi
Digital detox counter movement?
The proportion using smartphones on their last main holiday has decreased across all age groups most notable amongst adults aged 35+ This may relate to the emerging “digital detox” trend while on hoiday where devices are surrendered in favour of escaping from the day to day. So wifi free as well as free wifi? (sep BP re kids this summer?)
Range of mobile uses
Phones on hol used for photos, apps, weather, maps – 1 in 5 check their work emails.
4/5 star hotels still most popular
1 in 4 Britains likely to take a cruise in next 2 years – gen Y most open to doing so with 29% comp to 24% 35 – 54 & 18% 55-64
Holiday length longer owing to long haul 5-7 nights most popular
