Une infographie qui présente les résultats d'une étude Yahoo en EU5 sur les habitudes de préparation d'un voyage sur Internet.

1. TRAVEL INSIGHTS
CONNECTED HOLIDAYMAKERS
France
Germany
UK
Spain
Italy
62% Internet
51% Friends and Family
33% TV
28% Magazines
44%
TRAVELERS STAY CONNECTED
49%
75% Enjoy the experience of
organising their own holiday
35%
Digital doesn’t stop at the planning booking stage
88% Use email
73% Exceed data usage allowance
43% Instantly upload photos
41% Regularly use travel apps
OF EUROPEANS STAY CONNECTED WHILST ON HOLIDAY
PICTURE THIS
3 billion photos taken
on holiday every year**
68% use photos for inspiration* 49% prefer inspiring visual ads*
93 %
3bn
PLEASURE IN PLANNING
Research every holiday detail
Prefer to stick with the types of holidays
and destinations they know best
65%
DESTINATION KNOWN
Top five locations Europeans
are planning to visit in the
next 12 months
THE RESEARCH
Online owns inspiration for travel
THOSE USING A TRAVEL SITE ARE IN MARKET
of Europeans are still seeking
new destinations to visit
MOST USEFUL RESOURCES
use 5+ sources to research
and plan a holiday
TOP 5 SOURCES
Search Recommendations Travel Guides UGC Reviews Hotel Sites
Sources *Yahoo Connected Holidaymakers 2013 **ABTA, The Travel Association

2. GET TO KNOW YOUR HOLIDAYMAKERS BY MARKET
UK ENGAGED
• Most likely to book with providers at destination
• Most likely to travel any time during the year
• Longest planning cycle for long-haul travel
• Most likely to stick to types of holidays they know
ITALY IN THE MOMENT
• A desire for seasonal offers
• Most likely to use travel apps
• Most likely to book holidays at the last minute
• Use friends’ photos to inspire holiday choice
GERMANY CONSIDERED
• More likely to hunt out inspiration
• More likely to book through trusted travel websites
• Least likely to fly budget airlines
• Least likely to book full itinerary in advance
FRANCE CONVENIENCE
• Most likely to need travel websites to be in their language
• An increasing need for seasonal offers
• More likely to want travel websites to give advice and recommendations
• Least likely to research their holidays in detail
SPAIN FAMILIAR COMFORT
• Holidays are closer to home
• More likely to travel at specific times of the year
• Most likely to want travel websites to give advice and recommendations
• Most likely to book full itinerary in advance
FURTHER INFORMATION
If you’d like to hear more about Connected Holidaymakers insights or travel advertising solutions
contact +33 (0)1 70 91 20 00 fr-yahooadvertising@yahoo-inc.com advertising.yahoo.fr
 +33 (0)1 70 91 20 00 fr-yahooadvertising@yahoo-inc.com advertising.yahoo.fr