TRAVEL INSIGHTSCONNECTED HOLIDAYMAKERS
TRAVELERS STAY CONNECTED
88% Use email
73% Exceed data usage allowance
43% Instantly upload photos
41% Regularly use travel apps
Digital doesn’t stop at the planning booking stage
OF EUROPEANS STAY CONNECTED WHILST ON HOLIDAY
PICTURE THIS
3 billion photos taken on holiday every year**
68% use photos for inspiration* 49% prefer inspiring visual ads*
93%3bn
PLEASURE IN PLANNING
Research every holiday detail
Prefer to stick with the types of holidays and destinations they know best
Enjoy the experience of organising their own holiday75%
35%65%
DESTINATION KNOWN
Top five locations Europeans are planning to visit in the next 12 months
France Germany UK Spain Italy
THE RESEARCH
Online owns inspiration for travel
62% Internet 51% Friends and Family 33% TV 28% Magazines
THOSE USING A TRAVEL SITE ARE IN MARKET
of Europeans are still seeking new destinations to visit
49%
MOST USEFUL RESOURCES
use 5+ sources to research and plan a holiday
44%TOP 5 SOURCES
Recommendations Travel GuidesSearch UGC Reviews Hotel Sites
Sources *Yahoo Connected Holidaymakers 2013 **ABTA, The Travel Association
UK ENGAGED• Most likely to book with providers at destination
• Most likely to travel any time during the year
• Longest planning cycle for long-haul travel
• Most likely to stick to types of holidays they know
ITALY IN THE MOMENT • A desire for seasonal offers
• Most likely to use travel apps
• Most likely to book holidays at the last minute
• Use friends’ photos to inspire holiday choice
GERMANY CONSIDERED• More likely to hunt out inspiration
• More likely to book through trusted travel websites
• Least likely to fly budget airlines
• Least likely to book full itinerary in advance
FRANCE CONVENIENCE • Most likely to need travel websites to be in their language
• An increasing need for seasonal offers
• More likely to want travel websites to give advice and recommendations
• Least likely to research their holidays in detail
SPAIN FAMILIAR COMFORT • Holidays are closer to home
• More likely to travel at specific times of the year
• Most likely to want travel websites to give advice and recommendations
• Most likely to book full itinerary in advance
FURTHER INFORMATIONIf you’d like to hear more about Connected Holidaymakers insights or travel advertising solutions contact +33 (0)1 70 91 20 00 [email protected] advertising.yahoo.fr
GET TO KNOW YOUR HOLIDAYMAKERS BY MARKET
+33 (0)1 70 91 20 00 [email protected] advertising.yahoo.fr