With summer upon us in the Northern Hemisphere, our daily charts focus on travel and tourism this week, exploring changing travel preferences, new business models, luxury travel and disruptions impacting the industry.
Travelers are enjoying self-planning their own trips, note Senior Partner Matteo Pacca and his co-authors. They highlight McKinsey research findings, revealing that only 17% of respondents used a travel agent in the past year. So where does inspiration come from these days? Of the many sources that spark travel ideas, family and friends come out on top, while social media influencers rank last.
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The 10 Voronoi diagrams show the travellers' sources of travel inspiration, with respondents being able to select multiple options. The most popular source was family and friends at 49%, followed by search engines at 40%, online booking platforms at 37%, social media of family and friends at 34%, destination specific websites at 24%, online forums at 24%, travel blogs at 21%, hotel websites at 20%, guidebooks at 20% and finally social media influencers at 18%.
Source: McKinsey Travel Survey, February 27th – March 11th, 2024 (n=5,061).
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To read the article, see “The way we travel now” (May 29, 2024).