2014 sources of travel inspiration for British consumers.

Diffusion’s research analyses the sources of travel inspiration for British consumers. The report highlights the growing impact social media sites are having on our travel choices, rivaling the influence of traditional editorial sources and paid advertising campaigns. For example, more people will be inclined to book a holiday after seeing their friends’ boastful social media photos than will do having read a magazine review or seeing an advertising campaign (15 per cent, 13 per cent and 11 per cent retrospectively).
2014 sources of travel inspiration
1.  Word-of-mouth - 46%
2.  TV programmes - 30%
3.  Review sites (e.g. TripAdvisor) - 29%
4.  Online Media - 22%
5.  Newspapers - 16%
6.  Friends’ Facebook and Twitter photos - 15%
7.  Lifestyle Magazines - 13%
8.  Advertising Campaigns - 11%
9.  Blogger Reviews - 8%

Tom Malcolm, Head of Consumer at Diffusion, commented: “Understanding consumer behaviour and changing sources of inspiration is vital to any travel brand striving to stay ahead in 2014. Brits may be set to increase the amount they spend on holidays in the coming year but before splashing out they’ll consult a variety of sources to influence their decision. The consumer decision making process when it comes to booking a holiday is now more complex than ever before. Travel brands and destinations need a smart, integrated approach to their communications strategy which inspires wanderlust and makes their offering unforgettable in the crowded market.”