Understanding consumer preferences for destination marketing
Relaxation was the number one preference when looking for a travel destination in 2022
Euromonitor International’s Voice of the Consumer: Lifestyles Survey reveals that relaxation was the number one preference when looking for a travel destination in 2022, accounting for 34.5% of women and 32.8% of men in terms of respondents stating this as a top holiday feature.
Key takeaways
- Women typically show a stronger preference for arts and heritage than their male counterparts, at 15.6% vs 12.8% respectively;
- Interest in virtual experiences, including metaverse type activities such as virtual concerts or enjoying a holiday destination, demonstrably spikes for millennials;
- There is potential to scope out fun and immersive travel experiences in the next generation of internet, as a means to deepen consumer engagement and loyalty.
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