Lesley Dusart, Exterion Media & Helen Rose, the7Stars
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BUSTING TRAVEL MYTHS – DELVING INTO THE CHANGING HOLIDAY BEHAVIOURS AMONG THE URBAN AUDIENCE
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Lesley Dusart, Exterion Media & Helen Rose, the7Stars
- 1. Busting Travel Myths Delving into the changingholiday behaviours of the urbanaudience HelenRose,HeadofInsight,the7Stars LesleyDusart,SeniorResearchExecutive,ExterionMedia
- 2. What is a holiday? Oxford English Dictionary
- 3. Break from routine Time for yourself Time away from the usual routine to spend relaxing…Whether that's time off to spend time with friends or family locally, or going abroad to visit a new place/ have a new experience. Male, 35-44 “ ” You can be on holiday abroad or at home but holidays means time for yourself, time to rest.. time to get focused on something for you. Female, 25-34 “ ” Q. Can you tell us what a holiday means to you?, April 2016, n=546
- 4. What were 16-34 travellers in the UK mostly looking for from their last holiday? Relaxation Adventure Culture Sun & Sea Q. What were you looking for from your last main holiday?, Feb 2016, n=688
- 5. 18% 24% 37% 46% How many agreed that they have just the right amount of annual leave available to them? Q. Do you think you have about the right amount of holiday?, Feb 2016, n=1314
- 6. How much have short breaks abroad increased since 2013? 6% 8% 11% 22% Q. How many holidays abroad do you think you will have been on this calendar year?, Sept 2015, n=1314
- 7. #1 Holidays are a chance to get away from it all and switch off
- 8. Relaxation 2 in 3 Active on last holiday 2 in 5 Relaxation doesn’t necessarily mean low activity Q. What were you looking for from your last main holiday? How active were you on your last main holiday?, Feb 2016, n=688
- 9. Rather than ‘switching off’ from technology, urbanites are more interested in escaping general day-to-day life 57% Everyday life 50% General stress 48% Work 21% Technology 15% Mobile phone 72% among Londoners 29% among 25-34s Q. Were you looking to 'switch off'/ relax from any of the following on your last main holiday?, Feb 2016, n=688
- 10. But it’s down to the individual whether it’s a benefit or a hindrance… Everyday life Positive affectNegative affect 70% check messages whilst on holiday 63% WiFi is an important factor when choosing accommodation 73% benefits travel when there’s easy access to the internet Q. How much do you agree with the following statements about using your mobile phone abroad? How do you use you mobile phone abroad?, Apr 2015, n=1656
- 11. #2 Low cost always wins in importance over other factors when considering holidays
- 12. We know that good value rather than low cost influences holiday decisions 42% 35% 23% 22% 20% • Location of accommodation • Unique experiences • Accommodation reviews Good value Distance Low cost Recommendations Transport type Q. Which of the following factors influenced your decision when you were thinking about where to go?, Sept 2015, n=604
- 13. But where urbanites prioritise their spending shows where good value is perceived to be found 1. 3.2. 4. 5. 6. 30% Accommodation 25% Location 15% Experiences/ activities 10% Travel/ transport 12% Food and drink 4% Shopping First tier of priority Second tier of priority Q. Can you rank the list below based on what you prioritised your spending on?, Mar 2016, n=1199
- 14. 48% 38% 36% 34% 29% 21% 13% 9% 6% The destination The quality of accommodation Going somewhere you've never been Location of the accommodation Having plenty to do The food & drink Easy to get to Having everything organised for you Going somewhere you know the language Good value is found in the experiences they have, not in the ease in which they can go away Ease no longer a priority Experiences and quality Q. What did you prioritise when booking your last trip away?, Mar 2016, n=1120
- 15. #3 People are only in the holiday mindset around Christmas and New Year
- 16. 0 10,000,000 20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 80,000,000 Holidays/Travel Ad spend : Apr2015 - Mar 2016 1/3 of foreign travel Ad spend is committed Dec-Feb… AdDynamix, Apr 2015 – Mar 2016
- 17. 38% 7% 9% 15% 18% 18% 20% No particular time Booking in the winter Booking over Christmas Booking in the summer Booking at the start of the year Booking in the autumn Booking in the spring …but this is no longer the key booking time for the majority of UK holiday makers 2/5 are booking at other times throughout the year Q. Have you found yourself booking holidays at similar times of the year?, Feb 2016, n=123
- 18. Whilst planning is started earlier in the year, booking is activated around key motivational moments throughout the year… Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 51% agree that they start planning their holidays early in the year Planning Q. How much do you agree with the following statements about planning/ booking holiday?, Feb 2016, n=123
- 19. Whilst planning is started earlier in the year, booking is activated around key motivational moments throughout the year… 51% agree that they start planning their holidays early in the year 43% I book my holidays around particular events I want to attend 76% I tend to book short breaks throughout the year 35% I look into holidays when there a change of season in the UK Planning Booking Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Q. How much do you agree with the following statements about planning/ booking holiday?, Feb 2016, n=123
- 21. #1 #2 #3 Offer BRAND AID Understand what consumers want from their holidays and offer support to help them achieve the experience they desire Show them BRAND LOVE Embrace consumers’ passion for real experiences as a way to connect with them about the emotional rewards of their holiday Find your BRAND MOMENT Research and booking happens throughout the year, brands can help consumers navigate the sea of content at just the right moment
Editor's Notes
- We thought that the best place to start with our myth busting around holidays is by actually understanding what a holiday is, and what it means to people and the urban audience. Turning first to the Oxford English Dictionary, we can see that it’s considered to be ‘an extended period of leisure and recreation, especially one spent away from home or in travelling’.
- When we asked our work.shop.play. panel of 11,000 urban audience members, two key themes came out of the opened ended questions we asked our work.shop.play. urban audience. A break from routine, and having time for yourself. A ‘holiday’ doesn’t have to necessarily be abroad or somewhere fancy, it just needs to provide people with the opportunity to have a break from the norm, from the day-to-day runnings of work, life, commuting, And it also needs to provide them with time to themselves, to recharge their batteries and get away from the every day worries and stresses that they face. As one of our members told us – this could be in your PJs, or lying on a beach somewhere, it really doesn’t matter. This really was the beginning of our research process, giving us an understanding of what holidays are among the urban audience, which we could then use to try and bust some of those commonly-held myths about and within the industry.
- To get started though, we wanted to get you in the mood for some myth busting with a few quick fire questions… So, with a raise of hands, what do you think were 16-34 travellers in the UK mostly looking for from their last holiday? The answer… Relaxation!
- And how much of the urban audience do you think agreed that they have just the right amount of annual leave available to them?? Answer – 46%!!
- Finally, how much do you think short breaks taken abroad has increased since 2013? Answer – 22% (double what it was in 2013)
- So the first myth that we’re going to cover today – ‘Holidays are a chance to get away from it all and switch off’
- When we asked our community what they were looking for from their last holiday, 2 in 3 said they wanted relaxation. So far, not really busting our myth. However, when you start looking in more detail at what else they were looking for, this included things like sun and sea, culture and entertainment. In fact, whilst 2 in 3 said they wanted relaxation, 2 in 5 of these urbanites told us that they were also active on their last holiday. So what does this mean with our myth busting? It seems really that relaxation is a mindset – it doesn’t necessarily mean switching off and tuning out from everything, but picking and choosing what you do. People are still active and experiencing things whilst on holiday, they’re just more choosey about what theses things are. So what does it mean when people say they’re going away to ‘switch off’ then?
- We asked what it was that our urban audience were looking to ‘switch off’ from when they go on holiday – everyday life, general stress and work are the top 3 areas that came out. Interestingly, technology isn’t as important – it’s not the main motivation for people who are looking for time out and a break to their normal routine. When you start to break down the different types of stresses, you can see the difference in audience behaviours and lifestyles. For example (and quite depressingly), us Londoners in particular are looking for an escape from work - whilst those aged 25-34 are the most likely to want to switch off from tech (29%) Interestingly, 1 in 5 of those aged 55+ said they didn’t want to switch off at all! Perhaps they’re better at switching off more during their day-to-day life than others, and it’s the younger audience that needs more help from brands. So it seems that technology isn’t the main cause for stress itself among the urban audience, although that doesn’t mean that it’s not a contributing factor…
- Technology can have both a positive and negative influence on people’s holidays – it can be the cause of work stress, or even everyday life stress – with things like work emails and social media causing anxiety and concern whilst away. However, many still use technology and their mobile phones whilst they’re away – and they say it actually benefits their experience. So what’s important is how people choose to use it; it’s about their mindsets and the individual – they can either use technology to enhance their experiences, or it can be used (unwittingly) to further increase their actual overall stress to begin with. So with the myth that we put forward earlier – yes, holidays are a chance to relax – but not necessarily to ‘switch off’ from everything at home; in fact, many actually find being ‘switched on’ whilst away beneficial to their overall relaxation and enjoyment. It’s up to the individual to choose how they use it to either hinder or enhance their overall experiences on holiday. This can apply to how advertisers run campaigns on mobile; it’s important that anything of this nature has a positive impact, not a stressful one. Urbanites are only going to engage with this kind of content if it’s positive on their overall experience of being on holiday.
- Our second myth now – looking at ‘Low cost always wins in important over other factors when considering holidays’
- Well, we know – and I’m sure you know as well – that in general it’s not about low cost but about good value for consumers when it comes to their holiday booking. Mintel’s latest Holidays report shows that 60% of adults are happy to spend a little bit more for higher quality experiences. However, what we’re interested in with this myth is what comes at the top of importance when looking at good value among the urban audience. We asked our members what – if anything – they were prepared to pay slightly more for on their last holidays, and the three key themes that came up included location, unique experiences and reviews/ recommendations (particularly around accommodation and where they were staying). However, how does this help us understand what good value is? 16-24 – low cost is at 40% - but remains low in London at 24%
- We asked what people prioritised their spending on – and it fits into two tiers of priorities. The top tier included accommodation, location and experiences/ activities that they did whilst they were there. Whilst the urban audience are expecting more and more from their holidays, they’re willing to spend extra on things that they consider to be good value for their holiday experiences – and this is what needs to be focused on. If you want to understand where people are looking for good value from their holidays, it’s not so much about the transport or the food & drink, but the accommodation and where they’re going. People are willing to part with more cash for what they see as good value for their holidays – and brands can use this to embrace consumers passion for experiences, great accommodation and destinations.
- Moving away from spend and looking at what they actually prioritised on their last trips away, you can see that it’s all about unique experiences, excellent accommodation (which doesn’t necessarily mean high cost) and exciting and unique locations. This really shows that whilst cost is important – it’s about making their experience and the quality of their time away as unique and special as possible. This kind of fits in with the themes we’re seeing at the moment in the travel industry, with people seeking out more authentic experiences (for example, as seen in the rise in staying in AirBnB apartments). What’s really coming out here is that ‘good value’ isn’t about ease, it’s about experiences and exciting destinations. If brands want to target the urban audience more effectively, they need to focus on the quality of the experiences available, and the unique nature of the destinations on offer – not on the low cost or the ease of the holiday once they get there.
- For Helen’s notes
- For Helen’s notes
- For Helen’s notes
- For Helen’s notes
- So we’ve looked and (mostly) busted 3 core holiday myths. But what does this mean, and how can brands use this moving forwards?
- What brands can learn are the following 3 key areas… #1. Offer BRAND AID – understand what consumers want from their holidays and offer support and tools to facilitate them getting the experience they want #2. Show them the BRAND LOVE – embrace consumers passion for real experiences as a way to connect with them about the emotional rewards of their holiday #3. Find your BRAND MOMENT – time spent research and booking holidays happens throughout the year, brands can offer a service of trusted guide to help them navigate the sea of content at just the right moment