Youth Travellers are a tech-savvy group, taking advantage of digital technology and social media to live their lives online as well as off. Researching and booking holidays online is the norm, and many share, review and blog about their travel experiences. Overall, they are well-connected, well-informed independent holidaymakers and travellers. Travel companies looking to target this sector must seek to make their digital content original, interesting and engaging.
This report explores consumer attitudes and trends in the youth travel market (both within UK and overseas). It covers the organisation of holidays, expenditure, type of holidays, accommodation used and activities undertaken whilst on holiday. It explores what motivates the youth market to take holidays and their attitudes towards them. It also identifies and details the companies and brands that are used by this sector.
Over 40 questions were asked in total, covering (but not limited to) the following topics:
- Destination and type of holidays preferred
- Reasons for taking holiday
- Frequency of holidays
- Length of stay
- Accommodation used
- Travelling companions
- Expenditure on holidays
- Organisation of holidays
- Modes of travel used
- Brand usage
- Activities whilst on holiday
- Activities after holiday
- Attitudes towards holidays, expenditure, destination and travel modes
- Future holiday plans.
Methodology
For this report, YouGov commissioned a survey among YouGov’s online panel, drawing on a sample of 1,999 UK adults aged 16-30.
