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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSTarget
audience:
Online
hotelbookers
in
the
UKConsumer
Insights
reportNovember2024Consumer
Insights
Target
Audience
ReportIntroductionReport
overviewConsumer
InsightsGlobalmethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
analyses
consumers
who
answered"Hotels"
tothe
multi-pick
question
"Which
ofthesetravel
products
haveyou
booked
online(website
orapp)
inthepast12
months?"Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeThereport
offers
the
reader
acomprehensiveoverview
ofonline
hotel
bookers
intheUnitedKingdom:
who
theyare;
whatthey
like;
what
theythink;
andhow
to
reach
them.
Itprovides
insightsontheirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.
Additionally,thereport
allows
thereadertobenchmark
online
hotel
bookers
intheUnitedKingdom(’’target
audience’’)
againsttheaverage
UKconsumer,
labelled
as
’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
United
Kingdom)•
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageFieldwork:Thereport
isupdatedquarterly
andisbased
on
data•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayearfrom
theConsumer
InsightsGlobal
survey.2Notes:(1):
Seethe
full
methodology
foradetailed
overview
ofthe
study
designConsumer
Insights
Global
as
of
November
2024Sources:Online
hotel
bookers
in
the
United
KingdomManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpoints13%
ofonline
hotel
bookers
are
BabyBoomers.Ahappy
relationship
hasmore44%
ofonline
hotel
bookers
statethatimportance
toonlinehotel
bookers
than
they
wanttoexperience
somethingOnlinehotel
bookers
relativelyfrequently
consume
alltypesofmedia.totheaverage
consumer.uniqueduringtheirtravels.50%
ofonline
hotel
bookers
are
female.Onlinehotel
bookers
remember
seeingadson
social
media
more
often
thantheaverage
consumer.Traveling
isarelatively
prevalentinterest
of
onlinehotel
bookers.Arelatively
highshare
ofonline
hotelbookers
thinkthattheeconomicsituationis
anissue
thatneedstobeaddressed.Many
onlinehotel
bookers
haveahighannual
household
income.Onlinehotel
bookers
are
more
likely
tohavetraveling
asahobby
thantheaverage
consumer.Thesocial
network
X(Twitter)
isrelatively
popularamong
online
hotelbookers.Onlinehotel
bookers
live
inall
typesofurbanand
rural
communities.Many
onlinehotel
bookers
describethemselves
ashavingcentrist
politicalviews.Onlinehotel
bookers
are
more
likely
tofollow
soccer
thanthe
averageconsumer.Onlinehotel
bookers
remember
seeingadsout-of-home
more
often
thantheaverage
consumer.30%
ofonline
hotel
bookers
are
positiveabouttheirpersonal
economicsituation.3Sources:Consumer
Insights
Global
as
of
November
2024CHAPTER
01Demographic
profile•
Lifestages•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
Livingsituation•
LGBTQ+13%
of
online
hotel
bookers
are
Baby
BoomersDemographic
profile:
lifestagesAgeof
consumersintheUKTarget
audience20%36%31%13%Allrespondents21%36%31%11%Generation
ZMillennialsGeneration
XBaby
Boomers5Notes:’’Howoldareyou?’’;
Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,
n=24190
all
respondentsSources:Consumer
Insights
Global
as
of
November
202450%
of
online
hotel
bookers
are
femaleDemographic
profile:
genderGenderofconsumersintheUKTarget
audience50%50%Allrespondents49%51%MaleFemale6Notes:’’Whatis
yourgender?’’;
Single
Pick;Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:n=1746
online
hotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Sources:A
relatively
high
share
of
online
hotel
bookers
have
a
college
degreeDemographic
profile:
educationLevel
of
educationintheUK36%30%22%21%20%16%16%14%9%9%3%3%1%0%Noformaleducation
/primary
schoolSecondaryeducationFurthereducation(permission
togoto
university)Technical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeor
equivalentor
equivalentor
equivalentTarget
audienceAllrespondents7Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:n=1746
online
hotel
bookers,n=24190
all
respondentsSources:Consumer
Insights
Global
as
of
November
2024Many
online
hotel
bookers
have
a
high
annual
household
incomeDemographic
profile:
incomeShare
ofconsumersintheUK
inthehigh,
middle,andlowthirdsof
householdgrossincomeTarget
audience42%33%25%Allrespondents34%32%35%HighMiddleLow8Notes:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(websiteorapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1588
online
hotel
bookers,n=21303
all
respondentsSources:Consumer
Insights
Global
as
of
November
2024Many
online
hotel
bookers
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheUKlive36%33%28%23%17%13%12%11%8%7%5%4%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdNuclear
familyMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherTarget
audienceAllrespondents9Notes:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;Multi
Pick;Base:n=1746
online
hotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Sources:Online
hotel
bookers
live
in
all
types
of
urban
and
rural
communitiesDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheUK28%27%24%24%21%18%13%12%10%10%7%7%Rural
communitySmall
townMedium-sized
townTarget
audienceLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsAllrespondents10
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024A
relatively
large
share
of
online
hotel
bookers
live
in
accommodation
they
ownthemselvesDemographic
profile:
livingsituationTAccommodation
typeHome
ownership20%24%34%41%80%76%66%59%Target
audienceAllrespondentsTarget
audienceOwnedAllrespondentsHouseApartmentRented11
Notes:Sources:’Whatis
your
currentliving
situation
(main
residence)?’’;Single
Pick;
Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;
Base:
n=1746
online
hotel
bookers,n=24190
allrespondentsConsumer
Insights
Global
as
of
November
20248%
of
online
hotel
bookers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheUKTarget
audience8%89%3%Allrespondents8%89%3%YesNoWould
rathernot
say12
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;
Base:
n=1746
online
hotel
bookers,n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024CHAPTER
02Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
Sportsfollowed•
PetsA
happy
relationship
has
more
importance
to
online
hotel
bookers
than
to
theaverage
consumerConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheUK64%58%49%48%43%
42%36%35%29%28%27%26%25%25%13%12%11%12%10%7%AhappyrelationshipAnhonest
Safety
and
HavingaTobeMakingmy
owndecisionsLearning
Advancingnew
things
my
careerSocialjusticeTraditionsandrespectablelifesecuritygood
time
successfulTarget
audienceAllrespondents14
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Traveling
is
a
relativelyprevalent
interest
of
online
hotel
bookersConsumer
lifestyle:
main
interestsTop10
interestsofonlinehotelbookers
intheUK64%58%57%51%45%44%44%42%37%37%37%36%36%33%33%32%32%32%27%27%Movies,TVshows&musicTravelFood
&diningSportsHealth
&fitnessScience
&technologyHistoryHome
&gardenFinance&economyPolitics&societyandcurrentworldeventsTarget
audienceAllrespondents15
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:n=1746
online
hotel
bookers,
n=24190
allrespondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
are
more
likely
to
have
traveling
as
a
hobby
than
theaverage
consumerConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofonlinehotelbookersintheUK54%48%44%42%39%38%38%36%35%34%33%32%31%32%31%31%29%28%26%26%TravelingReadingCooking/bakingSocializing
OutdooractivitiesShoppingVideogamingPetsDoingsportsGardeningandplantsandfitnessTarget
audienceAllrespondents16
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;Multi
Pick;Base:n=1746
online
hotel
bookers,n=24190
allrespondentsConsumer
Insights
Global
as
of
November
2024A
relatively
large
share
of
online
hotel
bookers
do
fitness,
aerobics,
andcardioConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofonlinehotelbookers
intheUK19%16%15%14%13%13%13%12%12%11%11%10%10%9%9%8%7%7%7%5%Fitness,aerobics&cardioRunning&joggingCyclingSwimming&divingHikingSoccerYoga
&pilatesBadminton
DancingTennisTarget
audienceAllrespondents17
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;Which
ofthese
travelproducts
have
you
booked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=807
online
hotel
bookers,n=9420
all
respondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
are
more
likely
to
follow
soccer
than
the
averageconsumerConsumer
lifestyle:
sports
followedTop10
sports
followed
byonline
hotel
bookersintheUK37%29%14%14%12%12%10%10%10%9%9%9%9%8%8%7%7%7%6%6%SoccerTennisCricketRugbyBoxingGolfMotorsports
Basketball
AmericanfootballAthletics(track&field)Target
audienceAllrespondents18
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:n=765
online
hotelbookers,
n=8848
all
respondentsConsumer
Insights
Global
as
of
November
202444%
of
online
hotel
bookers
have
a
dog
as
a
petConsumer
lifestyle:
petsPetsliving
with
onlinehotelbookersintheUK44%41%35%33%33%32%11%8%5%
4%Rodent4%4%3%Reptile3%1%Insect1%DogCatFishBirdIdon’thaveanypetsTarget
audienceAllrespondents19
Notes:Sources:’’Which
ofthese
pets
live
with
youin
your
household?’’;
Multi
Pick;Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:n=446
online
hotel
bookers,n=6049
allrespondentsConsumer
Insights
Global
as
of
November
2024CHAPTER
03Consumer
attitudes•
Consumer
attitudes•
Challenges
facing
thecountry•
Politics•
Innovation
adoptionView
on
economic
situationof
the
United
Kingdom••
View
on
personal
economic
situation•
Economic
concerns2044%
of
online
hotel
bookers
state
that
they
want
to
experience
somethingunique
during
their
travelsConsumer
attitudesAgreementwithstatements
intheUK44%43%40%40%36%34%32%26%23%22%Iwant
to
experiencesomething
uniqueduringmy
travelsWhen
itcomes
totraveling,Ialways
lookforthecheapest
offerIliketobeinnaturewhen
travelingWhen
I’mtraveling,Ibook
accommodations,
traveling,sustainabilitycarrentals,etc.spontaneously
viamysmartphoneWhen
itcomes
toisimportant
tomeTarget
audienceAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;Which
ofthese
travelproducts
have
you
bookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:n=1746
online
hotel
bookers,
n=4029
all
respondentsConsumer
Insights
Global
as
of
November
2024A
relatively
high
share
of
online
hotel
bookers
think
that
the
economic
situationis
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedKingdomaccording
toonline
hotelbookers68%62%52%46%45%43%40%40%40%40%38%37%36%34%35%34%33%34%32%30%Rising
prices
Economic/inflation/
situationcost
of
livingHealthandsocialsecurityHousingCrimePovertyClimate
Immigration
Environ-change
mentEducationTarget
audienceAllrespondents22
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Many
online
hotel
bookers
describe
themselves
as
having
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheUKTarget
audience25%42%24%9%Allrespondents23%39%25%13%LeftCenterRightPrefer
nottoanswer23
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,n=24190
all
respondentsConsumer
Insights
Global
as
of
November
202415%
of
online
hotel
bookers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovationInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
UK36%35%34%33%18%17%13%11%2%Innovators1%Early
adoptersEarly
majorityLatemajorityLaggardsTarget
audienceAllrespondents24
Notes:Sources:Recode
based
on’’Which
ofthese
statements
apply
to
you?’’;
Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,
n=24190all
respondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
see
the
economic
situation
of
United
Kingdom
morenegatively
than
the
average
consumer
in
the
United
KingdomConsumer
attitudes:view
oneconomic
situationoftheUnited
KingdomEconomic
situation
inthe
UnitedKingdom
as
perceived
byonline
hotelbookersTarget
audience11%16%22%33%17%Allrespondents13%18%23%30%17%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative25
Notes:Sources:’’Howwould
you
evaluate
the
economic
situation
ofyourcountry
ofresidence?’’;Single
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
onlinehotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
202430%
of
online
hotel
bookers
are
positive
about
their
personal
economicsituationConsumer
attitudes:view
onpersonal
economic
situationPerceivedpersonal
economic
situation
of
online
hotel
bookersTarget
audience11%30%34%18%7%Allrespondents12%27%33%19%9%Very
positivePositiveNeither
positive
nornegativeNegativeVery
negative26
Notes:Sources:’’Howwould
you
evaluate
yourpersonal
economic
situation?’’;
Single
Pick;
Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
feel
more
affected
by
rising
prices
andincreased
cost
ofliving
than
the
average
UK
consumerConsumer
attitudes:economic
concernsAgreementwithstatements
regardingeconomic
concernsofonlinehotelbookers61%59%56%56%28%24%14%14%6%6%My
cost
of
livinghasincreased
notablyIhavebeen
trying
tospend
lessmoney
inthepast12
monthIamworried
aboutnotbeing
abletopaymy
billsIamworried
aboutviolence
andpublicunrestsinmyIhavelost
my
jobinthe
past12
monthscountry
of
residenceTarget
audienceAllrespondents27
Notes:Sources:’’Which
ofthese
statements
apply
toyouwhen
youconsider
youreveryday
life
in
the
past12
months?’’;
Multi
Pick;
Which
of
these
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024CHAPTER
04Marketing
touchpoints•
Media
usage•
Social
media
usage•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsOnline
hotel
bookers
relatively
frequently
consume
all
types
of
mediaMarketing
touchpoints:media
usageType
of
mediaconsumersintheUK
havebeen
using
inthepast4weeks85%78%75%68%66%58%58%54%50%45%41%38%36%33%29%28%26%26%21%17%17%15%TVDigitalvideoRadioDigitalmusicOnlinenewsPodcasts
Movies
/
Daily
news
Magazines
Onlinecinema
papers
magazinesWeeklynewscontentcontentwebsitespapersTarget
audienceAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=1746
online
hotel
bookers,n=24190
allrespondentsConsumer
Insights
Global
as
of
November
2024The
social
network
X
(Twitter)
is
relatively
popular
among
online
hotel
bookersMarketing
touchpoints:social
media
usageTop10
social
networks
used
by
onlinehotelbookers74%73%67%62%60%57%44%40%38%29%27%26%25%22%21%19%15%12%8%7%FacebookYouTube
InstagramTikTokX(Twitter)
SnapchatLinkedInRedditTwitchTarget
audienceAllrespondents30
Notes:Sources:’’Whatsocial
media
platforms
do
youuse
regularly?’’;
Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;Base:
n=446
online
hotel
bookers,
n=6049
allrespondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
remember
seeing
ads
on
social
media
more
often
thanthe
average
consumerMarketing
touchpoints:digitaladvertising
touchpointsTop10
channelswhereonlinehotelbookers
intheUK
remembercomingacross
digitaladvertising52%46%44%39%39%37%35%34%33%29%27%26%22%
22%22%20%18%17%14%13%SocialmediaVideoportalsSearchenginesVideostreaming
andappsWebsitesOnlinestoresVideogamesMusicportalsOtherapps
Editorialwebsitesservicesof
brandsandappsTarget
audienceAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;Which
ofthese
travelproducts
have
youbookedonline
(website
orapp)
in
the
past12
months?;
Multi
Pick;
Base:
n=1746
online
hotelbookers,
n=
24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Online
hotel
bookers
remember
seeing
ads
out-of-home
more
often
than
theaverage
consumerMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
UK
havecome
across
non-digital
advertisinginthepast4weeks56%50%45%38%37%33%33%30%29%25%24%20%20%18%17%16%OnTVOnadvertisingspacesOntheradioDirectly
inthestoreBy
mailshot
/
AtthemoviesInprinteddailynewspapersInprintedmagazinesandjournalsadvertisingmail/cinemaon
thegoTarget
audienceAllrespondents32
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;Which
ofthese
travelproducts
have
youbooked
online
(website
orapp)
in
the
past
12
months?;
Multi
Pick;
Base:
n=1746
onlinehotel
bookers,
n=24190
all
respondentsConsumer
Insights
Global
as
of
November
2024Interested
in
more
insights?ClicktoopenUnderstandwhat
drivesonline
hotelbookersBuildyourown
multi-dimensional
targetgroups,like
online
hotel
bookers
withahighincome,benchmarkthem
againstother
segments,
andtailormessages
thatspeaktheirlanguage.ConsumerInsights+See
the
worldofpersonalfinance,
investments,insurance,health,
andmedicationthrough
the+eyes
of
online
hotelbookers
andlearn
abouttheirpreferences.Experience
the
power
ofConsumer
Insights.Getaccessto2M+exclusive
consumer
interviews
worldwide.Analyzethe
resul
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