British holidaymakers in 2012 are likely to continue to shop with a recessionary mindset and will be looking for more for less, according to the third annual Travel Insight Report from travel communications experts Four bgb.
The UK outbound travel industry is still worth £21 billion every year and British travellers will be looking for both value and new experiences according to Four bgb’s report.
Debbie Hindle Four bgb managing director said; “it’s clear that we are in a long slow emergence from recession. We’re seeing evidence of more consumer shopping around before making a purchasing decision and then actively wanting more for their holiday – that’s not just a question of saving money, but a question of getting the best possible experiences into the time they have away.”
Top sectors for the travel industry to target according to the report include experiential travellers wanting more than a fly and flop holiday, luxury travellers, weddings, honeymoon, single and cultural travellers.
The Travel Insight Report also picks off five top tips for social media activity in 2012. Travel organisations should be reviewing social commerce, crowdsourcing, using social media to support natural search, working with bloggers and opinion formers and making sure social activity goes beyond Facebook – such as engaging with the 20 million British people now using YouTube.
Four bgb’s report also provides a concise summary of outbound travel trends from ten international source markets –France, Netherlands, Germany, Italy, Scandinavia, Spain, USA, Brazil, Middle East and Australia, identifying outbound visitor numbers, economic trends, top destinations, growth markets, the outlook for 2012 and the current status of social media and travel in each area.
To request a hard copy or PDF version of the report, please contact Debbie Hindle.