52 % of Gen Z’ers say they would book a holiday on Instagram

Research by real-time personalisation platform Fresh Relevance shows the variety of channels and sources holidaymakers use to research and book their holidays, and their willingness to use social channels to do so.  The “Digital Holidaymaker Trend Report,” which surveyed 2,000 UK holidaymakers in collaboration with Censuswide, indicates that 42 per cent are using review websites, such as TripAdvisor, when researching a holiday. Comparatively, just one in five holidaymakers use a travel agent and 12 per cent other ‘old school methods’, such as travel publications.

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