The impact of media on holiday choices is increasingly significant, as recent research by Travel Counsellors reveals. The study highlights the prominent role of social media, TV, and film in influencing travel decisions among different age groups.
- 41% of consumers choose their holiday destinations based on media inspiration.
- Social media influencers are particularly influential for 61% of 16 to 24-year-olds.
- Older generations, however, are more swayed by travel documentaries.
- Despite economic pressures, overseas holiday planning remains optimistic.
The influence of media on travel plans is becoming more pronounced, as revealed by Travel Counsellors’ recent research. According to the findings, a notable 41% of consumers admit that their choice of holiday destination is significantly shaped by inspiration from television, film, and social media. Among these mediums, social media influencers have emerged as the most powerful motivators for the younger demographic, specifically 61% of individuals aged 16 to 24 and 60% of those aged 25 to 34.
In contrast, individuals aged 55 and above are more inclined to draw inspiration from travel documentaries. This divergence in media influence delineates the varied preferences across age groups, underscoring the diverse role media plays in holiday planning. Notably, despite prevailing cost-of-living challenges, the outlook for overseas holidays remains robust, with many still planning such trips.
Anticipating the future, the average traveller expects to embark on two overseas holidays within the next year. Engaging a travel advisor appears to be a preferred choice among 39% of respondents due to the assurance of stress-free travel facilitation. In addition to providing assistance when issues arise, advisors are valued for their expert guidance (49%) and ability to save clients time (46%).
The research also indicates a preference for beach holidays—favoured by 53% of participants—followed by city breaks (41%) and all-inclusive packages (33%). Meanwhile, interest in lakes and mountains (23%) and cruises (17%) rounds out the top five holiday types. The rise in multi-destination trips, from 9% to 16%, similarly reflects a burgeoning interest in varied travel experiences.
Travel Counsellors’ CEO, Steve Byrne, remarked on the resilience and vibrancy of the travel sector. He emphasised the essential role travel plays in enhancing personal wellbeing and its enduring appeal as a prioritised activity amidst various challenges. Moreover, as travellers increasingly seek stress-free, aesthetically pleasing destinations with reliable sunshine, this trend towards intentional and thoughtful holiday planning continues to gain momentum.
The findings underscore the critical influence of media on travel decisions, shaping diverse preferences across demographics.
