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Momondo finds 66% of Britons daydream about holidays

Britons prefer word-of-mouth recommendations & 2-3 months is typical planning period.

As the summer holidays are over and the kids have gone back to school, momondo.co.uk believes now is the time most Britons will be daydreaming about their next break.

The travel site found that 66% of Brits surveyed typically check the prices of holidays and flights periodically, even if they are not planning a specific trip.

And when it comes to choosing a destination, friends and families leave the biggest impression for most Britons, with 49% stating they got their travel inspiration from those closest. Travel websites came in a close second, with 46% of Brits sourcing journey ideas from the web, ahead of newspapers/magazines, and travel agents, which both provided travel inspiration for 22% of Brits surveyed. Social media and blogs trailed behind, inspiring just 9% and 4% of Brits, respectively.

Lasse Skole Hansen, Spokesperson at momondo.co.uk states: “We are bombarded with images on social media and through advertising, but our study indicates that it’s actually still word-of-mouth recommendations that are most credible when it comes to holidays. The Brits want a good old-fashioned stamp of approval from a trusted friend or relative, who has good travel experience.”

When do Britons book?
And in terms of planning ahead, 35% of Brits book between two and three months in advance of travel and 24% book between four and six months in advance. Only 16% book more than six months in advance, suggesting the traditional notion of booking travel a year in advance for the following summer, is going out of fashion.

Conversely, momondo found just 19% of Brits book with a month or under to go, which indicates Britons are also less ‘last-minute’ than they might think – certainly when compared to other nations. momondo found Spaniards most likely to say ‘manana’ to sorting flights and accommodation, with 61% surveyed by momondo, booking with a month or under to departure. Next, momondo found Italians and Russians most laidback about confirming travel plans, with 49% and 48% respectively booking, with a month or less to go. momondo found Brits were most similar to Germans and those from the Netherlands – 23% and 22% respectively of whom surveyed, booked with a month or less to go.

Facts in brief:
On booking up…

  • 66% of Britons check prices of holidays and flights even if they are not planning a specific trip, (31% don’t and 3% weren’t sure)

When do we book…

  • 2% of Britons book one week or less in advance
  • 6% of Britons book 2-4 weeks in advance
  • 11% of Britons book 1 month in advance
  • 35% of Britons book 2-3 months in advance
  • 24% of Britons book 4-6 months in advance
  • 16% of Britons book more than 6 months in advance

On choosing where to go…

  • 49% of Britons get inspiration from friends and family
  • 46% of Britons get inspiration from travel websites
  • 22% of Britons get inspiration from newspapers and magazines
  • 22% of Britons get inspiration from travel agencies
  • 18% of Britons get inspiration from advertising
  • 16% of Britons get inspiration from TV or radio
  • 10% of Britons get inspiration from movies
  • 9% of Britons get inspiration from social media  
  • 6% of Britons get inspiration from travel apps (for smartphones and tablets)
  • 5% of Britons get inspiration from events (e.g. the Olympics or World Cup)
  • 4% of Britons get inspiration from blogs
Co-Founder & Chief Editor - TravelDailyNews Media Network | Website | + Posts

Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.

She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.

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