Investor Presentaiton
RARE: GROUP - VIVID / ISLE OF MAN - UK MARKET
Use of review websites for evaluating choices shrank in phase 4
When thinking about booking holiday and short breaks in 2022, which of the following will help you when evaluating
your choice?
UK adults 18+ who plan to go on holiday in the British isles in 2022
Review website
Holiday destination Website
Online travel itineraries and information
Advice / Recommendation from friends and family
Booking website
Information from an airline / ferry operator / accommodation provider
Online Digital Advert
Travel agent online
A review from a journalist of a destination
Holiday destination social Media
Foreign Office / Government resources
National Travel Supplement
Travel Bloggers / Influencers
Advert on Social Media
National Weekend Newspaper
Travel agent in shop
51%
49%
48%
48%
46%
45%
43%
43%
41%
40%
40%
39%
39%
39%
39%
38%
Product mentioned in TV news story
38%
Destination mobile phone apps
37%
E-mail
37%
Outdoor Advertising
37%
Specialist Press
37%
Lifestyle Magazine
36%
Other
36%
Radio
35%
Local Press
34%
34%
There was a 10 percentage point drop
in consideration of use of review sites
for choice evaluation compared to
phase 2, however it remains the top
source. Holiday destination websites,
online travel itineraries and advice from
family/friends all play an important part
in the choice making process.
4th Phase
TV commercials
Source: Rare Consulting. UK Adults 18+ planning to go on holiday in the British Isles in 2021/2022. Phase 4 data collected: 30th July - 3rd September
2021 (N=1,007). Q20 - When thinking about booking holiday and short breaks in 2021, which of the following will help you when evaluating your
choice?
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