Deals and promotions, not celebs or blogs, inspire vacation destination choice
According to Experian Media Solutions’ survey of 3,000 European travelers, almost half (47%) said they were influenced to take a trip by deals or promotions. Among those aged 55 and over, that figure rises to 55%.
Deals and promotions have a slightly larger influence on vacation choice than images or videos from friends and experts, found the survey. Among Gen Z/Millennials such pictures inspired 43% and among Boomers 42%, while videos inspired 31% across all age groups.
A third of travelers said blogs and media inspired them, and just 19% said searching for related hashtags on social media provided inspiration.
However, celebrity endorsement of a travel destination inspired very few – just 12% of Gen Z and Millennials and 3% of Boomers.
Among Millennials and Gen Z, imagery and deals in travel destination advertising is what appeals the most while for Boomers they prefer ads that are informative and contain helpful reviews.