British holidaymakers consume largest amount of travel advertising before booking
Marketing tech firm Rocket Fuel has released an infographic that delves into the booking habits of British holidaymakers.
It reveals that Brits leave it until just 29 days, on average, to book a holiday before check-in, far less than travelers from France (54 days), Germany (49 days) and the U.S. (39 days).
According to Rocket Fuel’s infographic, late bookers, such as Brits, are more concerned with hotel brand than early bookers whose primary concern is price. However, price, location, and online reviews were the most important factors in Brits’ decisions, with food/drink and the brand of the hotel listed as the least important.
Brits also consume the largest amount of travel advertising before making a final decision to book, tending to book travel after viewing 14 adverts. And, while hotels are still the most popular choice for British travelers, one in four has used Airbnb in the past year.
However, this is less than other European travelers – those from Germany and Spain are the most frequent customers of Airbnb with 35% having used the service in the last year, followed closely by 34% of French and Italians.
According to Dominic Trigg, SVP & MD Europe & emerging markets at Rocket Fuel, British travelers “spend more time on travel sites, exploring options, customer reviews, locations, advertising and deals, compared to other nationalities. Understanding how people plan and book travel- what people are booking and how they’re booking – is vital to helping anticipate changing consumer demands”.