Holiday research infographic – Digital Destinations

This holiday research infographic looks at the key findings from Webloyalty’s Digital Destinations report. Join the discussion on Twitter @WebloyaltyUK

Digital Destinations holiday research Infographic
Digital Destinations holiday research Infographic


Chapter 1 – Researching our holiday

43% of us use TripAdvisor

22% look at holiday brochures

26% of us use Facebook for research


Chapter 2 – Booking our holiday

One in four use price comparison sites

73% of us book our holidays online

37% of package deals are booked with a High Street travel agent

27% book with a High Street travel agent

8% of us now booking holidays through apps


Chapter 3 – During our holiday

33% of us are researching and booking activities whilst abroad

90% of those online will use hotel WiFi

84% of us stay online during our holidays

Men are more active online than women


Chapter 4 – After the holiday

When we are back from our holiday, a third of us upload photos

26% of those over 55 post reviews


View Webloyalty’s full  Digital Destinations holiday research report. 

Tripadvisor more popular than family and friends when researching holidays

TripAdvisor is revolutionising the way in which we research out holidays in the UK. Almost half of us (43%) now use TripAdvisor as a research tool prior to booking our main holiday.

Trip advisor

Recommendations on TripAdvisor are now the favourite route of holiday research, becoming far more popular than suggestions from friends and family, which only a quart of us (26%) sought for their last main holiday. Almost half of us (43%) do not deem recommendations from friends and family to be an important factor when selecting a holiday destinations, compared to less than a third (30%) who felt the same way about online reviews.


The traditional reason for visiting a site like TripAdvisor is to read or leave reviews of hotels or restaurants. In total, nearly a quarter of Brits (23%) wrote a review based on an experience from their last main holiday, with 13% actually posting the review when on the holiday itself. Given time to think on returning from the holiday, one in five of us (18%) will write a review of a holiday experience when back in the UK.

Perhaps it is not surprising then that one in ten (9%) of us used TripAdvisor as a booking tool for our last main holiday.

To find out more interesting facts about how we are using the web to research, book and experience holidays download the Digital Destinations report.




Digital transforming the holiday experience

How do Brits holiday? Webloyalty partnered with TNS to find out how people research and book holidays. This research revealed that eight out of ten Brits can’t go away without being online while abroad. Only 16% of Brits turn off all their devices when they go on holiday.

‘Digital Destinations’ highlights the different ways consumers approach researching and purchasing holidays. The report illustrates challenges – and opportunities – for leisure and travel brands in this evolving market.

‘Digital Destinations: How the web is shaping today’s holiday experience’ will be published on the Webloyalty website in early June.

Travel Photography Competition from Webloyalty!

Webloyalty’s Travel Photography Competition!

To coincide with the upcoming release of our travel research report, Digital Destinations, Webloyalty is running a photography competition for your chance to win a great prize! Share your most unique travel photograph for your chance to win a £50 gift card of your choice as well as a Lonely Planet guide!

How to enter

All you need to do is share a picture on Webloyalty’s Twitter or Webloyalty’s Facebook & follow/like us to enter! The most unique or creative will win the prize. Please, no funny business…!

The prize

The winner can choose a £50 gift card and Lonely Planet guide of their choice!

Enter Webloyalty's travel photography competition!
Image from the Guardian:

Terms & Conditions

  • The prize: a £50 gift card and a Lonely Planet guide
  • UK entrants only (If you’re from Ireland we have a similar competition for you here)
  • Entrants must be aged 18 or over
  • Entrants must share a travel photograph with Webloyalty UK on Facebook ( and/or Twitter ( and follow Webloyalty on one or both of these channels
  • Competition runs from Monday 20th April and closes at 23:59 on Friday 29th May
  • The winner will be chosen at random and notified on Tuesday 2nd June, and must respond within 24 hours, or another winner may be chosen
  • The name of the winner may be shared on the Webloyalty UK blog

Photo credits: Anthony Oxley. All rights reserved.

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