LONDON, Aug. 17, 2017
/PRNewswire/ -- Travelzoo® (NASDAQ: TZOO), a travel deal site
with exclusive offers for members, predicts the future success of
tourism destinations will lie in their ability to deliver an
'Instagrammable holiday'. This is based on the findings from
Travelzoo's Autumn Travel Trends Survey* issued today. The survey
reveals that how a holiday photo will look on social media
platforms is an important consideration for 55% of those born after
1996 (Generation Z). The appeal of social bragging declines going
back each generation. Millennials (those born between 1987 and
1995) are highly focused on the photogenic appeal of their holiday
choice (42%), but just 10% of both late and early Boomers (those
born between 1946 and 1965) consider this when booking a
holiday.
Joel Brandon-Bravo, Travelzoo's
General Manager in the UK said, "It's mid-August now and peak
'posting season'. Most people's social media feeds are full of
images of friends and family enjoying the sunshine. Let's face it,
when you're stuck in the office on a rainy day those feeds can
become irritating—but there is a holiday show-off in most of us and
many hoteliers are getting wise to the power of making their
properties as 'Instagram-ready' as possible.
"Some restaurants and hotels Travelzoo works with tell us they
are starting to train staff in how to take great photos for social
media as they are seeing how guests love to share their experience
in real-time and want to be part of that process. Our research
shows this focus is not misplaced and the importance of how
photogenic a hotel, restaurant or destination is should not be
underestimated. The tourist of today sees where they travel as a
way of expressing themselves and this will only increase with
future generations. Being seen in aspirational destinations that
photograph well will become one of the most significant
considerations a person will make before booking."
In terms of the power of social media to influence holiday
bookings, the generational split is vast. Almost two thirds of
Generation Z use social media for inspiration on what to book, but
only 10% of older Boomers (those born from 1946–1954) say social
media has an influence on their decision making. For Millennials
and Gen Z, Facebook and Instagram are the most powerful channels,
with Facebook marginally more influential for Millennials.
Savvy hotels, restaurants and resorts are realising how
important it is to enable customers to create the best visual
impression of their experience. Thomas
Cook recently opened a new line of resorts called Casa Cook,
which have been designed with features that will photograph well
and appeal to a younger demographic.
Travelzoo works with London
restaurant Galvin at Windows, whose General Manager Fred Sirieix says, "Our image online is very
important. We take great care in the imagery we post and how we
appear." Staff at Galvin receive training in how to take photos
that are suitable for Instagram and other platforms because they
understand how important it is for their restaurant. Sirieix
stresses that while the online image is managed carefully it is
important to be authentic. He believes in the importance of not
appearing too "manufactured" in your online imagery and explains
how "our Instagram is loaded with fun videos in order to show our
personality".
Generation X (those born from 1966–1986) is the most concerned
of all generations about privacy online and limit posting on
holiday because of this. Millennials are the least concerned about
their privacy being compromised through social media but this group
are the most aware (34%) of the pressure to project the image of
the 'perfect holiday' while they are on a trip. Authenticity is a
trend most noted by Generation Z, with one in four saying they
think people are doing less obviously touristy activities on
holiday.
While the appetite to share the holiday experience on social
media shows no sign of abating, the survey also reveals an
awareness of the benefits of switching off digitally—and this is
true across all generations polled. Despite their love of social
media 53% of Millennials and 45% of those born after 1996 say the
idea of totally disconnecting digitally on holiday is appealing to
them and over 60% of Generation Z say switching off from social
media and emails would help them recharge more on holiday.
About the Research
*Travelzoo's Autumn 2017 Travel
Trends Survey was conducted among 1000 consumers in the
United Kingdom, who completed an
online questionnaire sent out by third-party research agency
One Poll. The questionnaires
were completed between 21–24 July, 2017.
About Travelzoo
Travelzoo® provides our 28 million
members insider deals and one-of-a-kind experiences personally
reviewed by one of our deal experts around the globe. With more
than 25 offices worldwide, we have our finger on the pulse of
outstanding travel, entertainment and lifestyle experiences. For
over 15 years we have worked in partnership with more than 2,000
top travel suppliers—our long-standing relationships allow us
access to the very best deals.
Travelzoo and Top 20 are registered trademarks of Travelzoo. All
other names are trademarks and/or registered trademarks of their
respective owners.
Media
contact:
Laura
Higgins
+44 (0) 207 420
0498
lhiggins@travelzoo.com
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SOURCE Travelzoo