Vacation Buyers: Examining their digital behaviors and purchase journeys

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.
  • GlobalWebIndex surveyed over 12,000 vacation buyers to explore their travelling habits, engagement with brands online, social media usage and more.
  • Vacation buyers are most likely to be men aged 25-34 who are married and living with their partner in an urban environment, and they take vacations in their home country more often than they do abroad.
  • Traditional marketing touchpoints and channels remain the most powerful among vacation buyers; on social media, Facebook has the most members and engagers, but it loses out to YouTube on the visitation metric.
  • While 38% cite online ads as a source of...

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