Understanding when international visitors initially start planning their holiday and considering a destination and what booking method they are most likely to use, can help you decide when and how to market your product.
Planning, decision-making and booking cycle of international leisure visitors to Britain
In spring 2016, VisitBritain commissioned new research in 20 markets to understand the holiday decision-making process.
- Almost half (49%) of visitors to Britain started thinking about their trip more than 6 months in advance of taking it. A further 31% started thinking between 3 and 6 months in advance.
- More than 70% of visitors from our longest haul markets - Australia and New Zealand – started thinking about their trip more than 6 months in advance.
- When looking at responsibilities over the holiday planning process, ‘researching’ and ‘booking’ are more likely to be done by the individual, whereas shortlisting and finalising a destination are done in consultation with the travel companion.
- Globally, the biggest influence on destination choice is word of mouth, with talking to friends and family key for 40% of visitors and considerers.
- Britain’s cultural attractions remain the top reason to visit Britain, with 42% of visitors and 47% of considerers citing this as a key reason for visiting or considering visiting.
Read our full report on Researching and Planning (PDF, 1MB). Published March 2017.