Summer has arrived in the Northern Hemisphere. All this week our daily charts will focus on travel and tourism. We'll explore changing travel preferences, new business models, luxury travel, disruptions affecting the industry, and much more.
Travelers like to plan their own trips, notes senior partner Matteo Pacca and co-authors. They highlight the results of a McKinsey survey, which found that in the past year, only 17% of respondents used a travel agent. So where does the inspiration come from these days? While there are many sources that spark travel ideas, family and friends top the list. On the other hand, social media influencers come last.
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A series of 10 Voronoi diagrams show travelers' sources of inspiration, where respondents can select multiple options. The top choice with 49% was family and friends, followed by search engines at 40%, online booking platforms at 37%, social networks of family and friends at 34%, specific websites to a destination at 24%, online forums at 24%, travel blog at 21%, hotel website at 20%, guides at 20% and finally social media influencers at 18%.
Source: McKinsey State of Travel Survey, February 27-March 11, 2024 (n = 5,061).
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To read the article, see “The way we travel now», May 29, 2024.
