The UK is a nation of careful planners, at least when it comes to holidays, a recent TripAdvisor study reveals.
Nearly half (46%) of UK holidaygoers planned their last trip at least four months in advance, compared to just a quarter of global travellers (26%) - and only Argentinian travellers were more likely than Brits to plan their trip so far in advance.
The findings come from the latest TripBarometer 2016 study, which highlights key factors influencing travellers’ behaviour when researching, planning and booking a trip.
The study has identified six typologies of travellers and four types of booking patterns, as well as providing insight into gender, age and income demographics.
Globally, the report found a notable difference in the planning habits of younger and older travellers. Travellers aged between 18 and 34 tend to plan their trips much closer to the departure date than those over the age of 55 – almost half of young travellers (45%) plan their trips with one month or less to go, compared to less than a third of over 55s (31%).
However, older travellers are more likely to cram their research into a short time span – a quarter (25%) of over 55s complete their research in just one or two days, compared to just one in six young travellers (15%).
Over 55s are also more habitual: one in seven (14%) choose a destination because they go there every year, compared to only 7% of 18-34 year olds.
There are significant differences by gender, too. Men are more likely to get their research done quickly – with a quarter (24%) spending just one or two days planning their holidays – while women are more likely to carefully mull over the planning phase: more than a quarter (28%) spend over a month on their research.
For the first time, the TripBarometer study also identified six new typologies of travellers based on travel motivations and behaviours:
Value Seekers - Often traveling with children, they have a medium income and fall mostly into the 25-34-year-old age group. They particularly value TripAdvisor, babysitting services and Kid clubs, and tend to do their travel research on their smartphone. Beach holidays are a favourite for this typology.
Luxury travellers - High earners who go away with their partner, they are most prevalent in the 25-49 age bracket. They like their trips to be hot and sunny, and check TripAdvisor before booking their accommodation. Preferred trips are beach and city breaks.
Social travellers - They would never consider taking a trip alone and choose to go away with friends and family. Babysitting services and kid clubs are popular amenities for this group. Very much influenced by word of mouth and recommendations, they tend to prefer beach holidays with friends. They trust TripAdvisor to provide them with hidden treasures and tend to fall into the 25-49-year-old age bracket, with a medium to high income.
Independent travellers - They love to go away solo and make all their travel choices completely independently. They seek adventure and rely heavily on online research to help them find it. Culture plays an important part in their choice, the climate does not. They are mostly low or high earners, falling in to the 25-49 age bracket.
Researchers - They spend a lot of time researching destinations, activities, restaurants and accommodations, usually on laptops, in order to find the best option for them. They are prepared to spend a little extra for something special. They are often high earners in the 25-49 age group who travel with a partner.
Habitual travellers - They tend to go to the same location over and over again, and therefore spend little time planning or researching. A holiday is more about relaxing than fun. Mostly male, they often go away by themselves and tend to be low earners in the 35-64 age bracket.
Image Source: Joshua Resnick, Shutterstock