The latest BDRC UK Holiday Trends research suggests:
- It takes an average of 5hrs 22 minutes to research, plan and organise a trip
- 50% use online only and 50% prefer paper + online
You should ensure your brand is visible in this trip planning window by making sure people find the information they may need online and also through other channels e.g. Tourist Information Centres.
- 58% people arriving in destination have already organised all or some activities
Therefore at least 42 % of your potential market needs to be targeted in destination – this means making sure they can pick up information en-route to destination, at reception in accommodations (the most frequently used source of information from the research) and when out and about in the local area (leaflets at attractions and TICs scoring 5th and 6th highest in the research). Leaflets and chatting to locals score higher than searches for information online in destination.
In addition to this you need to be visible to the 58% who are organising what to do pre-arrival!