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 fr-yahooadvertising@yahoo-inc.com advertising.yahoo.fr

GET TO KNOW YOUR HOLIDAYMAKERS BY MARKET

+33 (0)1 70 91 20 00 fr-yahooadvertising@yahoo-inc.com advertising.yahoo.fr