10 travel personas critical for growth
Following the COVID-19 shockwaves, travel has firmly rebounded in Great Britain, though not without the adoption of new technologies and expectations. Understanding continued shifts in consumer behaviour, preferences and attitudes will be critical to charting a successful growth strategy for the remainder of the decade.
Globetrotters – 70% of adults in Great Britain have a non-expired/valid passport for international travel
Learn and goers – 64% of Brits say that they like to come back from holiday having learnt something new
Active travellers – 48% of British adults like their holidays to have some form of physical activity
The explorers – 47% of Brits say that they like to go off the beaten track when on holiday
The returners – 40% of adults in GB usually go back to the same places on holiday
Local pioneers – 34% of Britons like to take holidays in the country they live rather than abroad
Recommendation reliant – 30% of Brits get short-break destination inspiration from family and friends
Content cruisers – 29% of adults in Britain say that newspaper and magazine articles on holiday and travel influence their choice of holiday
Last-minute bookers – 28% of Brits usually wait for last minute deals rather than planning their holiday or short break in advance
The DIY-ers – 23% of adults in GB say that they would never think of taking a package holiday
Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.