Online research tops holiday search methods, says study

Recommendations by friends and family are being overtaken by online research as the top method for selecting holidays.

Google (36%) and travel sites like TripAdvisor (33%) are the top choices rather than personal recommendations when it comes to research, according to a study out today (Wednesday).

Travel insurer Hiscox found that a vast majority (84%) of people plan to take a holiday this summer despite the gloomy economic outlook.

The research suggests the internet is the most popular way to make a booking with 59% booking online directly with hotels, operators or via travel aggregator sites. One in 20 are now researching their travel plans on their smartphones.

When it comes to researching holiday plans, the internet dominates with more than half of those who book online (51%) saying it has changed the type of holidays they go on, enabling them to:

  • find better deals (63%)

  • find flights and hotels more easily (60%)

  • see reviews before booking (53%)

  • tailor holiday arrangements to their needs (47%)

The holiday habits poll found 18% saying their holiday budget will be the same as last year, while nearly one in five (19%) are cutting back on other expenses so that their holiday remains a priority.

One in ten (10%) holidaymakers are planning a longer or more luxurious holiday this year to help combat work stress and 15% are planning to take more mini-breaks rather than a longer holiday.

Nearly two thirds (64%) see their holiday as a time to relax while 42% see it as a break ‘from the real world’.

Hiscox spokesman Colin Wallace said: “We talk about hitting the beaches but before we get there, it’s about surfing the net. Holidaymakers are searching online for the latest hotspots and tailoring their breaks to suit their friends and family.

“Holidaymakers are also becoming increasingly more aware of the options open to them with more than a third actively seeking the holiday with the most value and many willing to cut back in other areas so they can still pursue their holiday experiences, whether that’s an all inclusive luxury beach resort, a city mini-break or an all-action activity holiday.”

This website uses cookies to ensure you get the best experience. Learn more