Teads Find: UK Travellers Favour Special Offers Over Celebrity Ads When Booking Holidays

A new Travel Compass report from Teads, the omnichannel outcomes platform for the open internet, has revealed the ultimate travel inspirations for UK holidaymakers, with 80% of consumers stating that special offers from adverts impact their travel decisions. This is followed by 65% who cite visual imagery as an important inspiration, highlighting the power of creatives for effective ad campaigns.

Meanwhile, almost 3 in 10 UK travellers say that ads connected to cultural moments inspire them to visit a location; for 18-24-year-olds this figure reaches 44%, illustrating the importance of crafting contextually relevant messages to target younger audiences.  

At the other end of the scale, not many UK holidaymakers admit that they get inspired by an influencer or celebrity.

Finding the perfect holiday accommodation can be challenging and time-consuming, so travellers often focus on key factors to guide their decision. As per Teads’ analysis, UK consumers prioritise cost, location, cleanliness, comfort, and reviews. 

When it comes to flights, travellers have to keep in mind many things to ensure a convenient and cost-effective experience. The findings reinforce the fact that price remains the key deciding factor for UK consumers, followed by the flight timing, whether it’s direct or includes a layover. Among other important considerations, UK travellers name the absence of hidden fees, on-board comfort and previous experiences with an airline. 

According to the Teads UK’s Travel Compass report, planning is an essential part of any holiday, with many of those surveyed admitting they spend between 1-3 months researching a destination before booking, and some stating they investigate holiday options more than 6 months in advance. 

At the same time, there are UK consumers who still prefer more spontaneous travel decisions, as they look for inspiration for less than a month before booking, which underscores the importance of always-on plans when launching travel ad campaigns. 

Anna Slater, global VP of travel at Teads, comments: “Our research provides valuable insights for travel brands and advertisers into the preferences, habits, and intents of UK holidaymakers, from the way in which they book trips, to the inspiration they seek and the activities they enjoy doing. We can see from the findings that special offers remain a key element of a successful ad campaign, which aligns with the key factors impacting travellers’ flight and accommodation choices. 

“Additionally, our research highlights the importance of strong visual elements in travel advertising—an area we at Teads have been championing through our innovative creative optimisation and adaptation capabilities. This reinforces our commitment to helping brands craft more impactful and engaging campaigns.”

Download the Teads UK’s Travel Compass report here.