Holiday shoppers spend three hours reading online content before committing to a trip according to new findings from Teads.

The study analyses the online behaviour of more than 2,000 UK consumers to reveal how they research and book holidays as well as the factors that influence their purchase. With Brits spending 10% of their salaries on leisure travel, nearly £2,300 for a family holiday, this is a huge market for travel brands to tap into.

The research reveals Gen Z are turning away from smartphones for research, with this generation most likely to use their laptop for holiday research (65%) in comparison with smartphone devices (24%). This contrasts to 53% of all Brits who research on desktop compared to 20% using smartphones and tablets.

The research also reveals the impact of video ads in driving consumer action, with two thirds of consumers (65%) taking some kind of action after seeing one. More than a third (36%) have searched online after seeing an ad, 25% checked out reviews online and 21% clicked on the ad. Personalisation is key to compelling video ads - almost a third of Brits (28%) prefer video ads with personalised recommendations and nearly half (46%) are willing to share personal data in order to receive bespoke destination recommendations – this rises to half of millennials (52%) and Gen Z (50%). Consumers say interactive video ads would help them make decisions about their holiday, with a third (32%) keen to explore destinations further through 360 video.

One in six (16%) would also be interested in being able to ask chatbots questions before making purchases – rising to a quarter (23%) of millennials. Brands are already using chatbots to successfully engage customers online.

As an example, MSC Cruises integrated chabots into its outstream video ads this year to drive more leads to its website. David Arcifa, senior digital marketing manager at MSC Cruises, said: “The goal for us was to raise brand awareness and consideration with a special focus on our ship, MSC Magnifica, based in Southampton from 2018. Thanks to the conversational bots, we have been able to build authentic relationships with potential customers, behaving like a personal online consultant that could reply to specific questions related to our itineraries, food experiences or entertainment on-board.”

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