VisitBritain

Motivations, influences, decisions and sustainability research

This large-scale study looks at international travellers’ motivations, influences on their holiday decision-making, their perceptions of Britain, and attitudes towards sustainable tourism.

Released on:

29 June 2022

For further information, please contact [email protected].

Report highlights

  • Demand is back for global tourism and Britain remains a priority destination, even for those who have recently visited.
  • Britain’s strengths as a destination of choice include its diversity of history and modernity in one, easy to navigate place.
  • Value for money has become a dominant driver of holiday choice.
  • Inter-personal and digital intermediaries remain a key source of inspiration, information and trust throughout the stages of the tourism journey. Package bookings remain particularly strong for some of our largest inbound markets.

View the report

PDF

MIDAS - Full Research Report - Dec 2022.pdf

Review latest report

Download (5.12 MB)

Explore the MIDAS research data in full

Use our visualisations to see this data in greater depth and clarity.

About the survey

This large-scale global project was conducted to understand the current and future landscape of international tourism in a post-pandemic era.

Fieldwork for this project took place in March to April 2022, with 29 markets. Please refer to the full report for more details on methodology.  

The following chapters are covered within the full MIDAS research report:

  • Appetite for Travel; Appetite for Britain
  • Headwinds of Note
  • Drivers and Motivations
  • Britain’s Perceptions & Brand Implications
  • Products and Experiences
  • The Visitor Experience
  • Emerging Drivers: Sustainability, Wellbeing and Diversity & Inclusion
  • The Customer Journey

Additional Analysis

VisitBritain commissioned Kubi Kalloo to create some additional analysis using MIDAS research data on key themes of interest to both internal VB stakeholders and the UK tourism industry. The two deep dive analysis reports focus on Premium Travellers and The Customer Journey. 

Premium Travellers Report: this analysis explores the mass affluent traveller in greater detail (defined as approximately the top 25%-33% of spenders in each international market). The report uncovers more about who these travellers are and how their motivations and attitudes differ. It also aims to unpick their key needs and asks whether Britain is meeting those needs.

The Customer Journey Report: This analysis dives into the key phases of the customer journey, offering a more granular view of the role of both information sources and intermediaries. The report explores each touchpoint in greater detail and includes summary slides by each key intermediary used in the process. The analysis is accompanied by a number of supporting documents that can be downloaded separately below, offering the user the opportunity to explore customer journey data in more detail.

PDF

MIDAS - Premium Traveller Report - Dec 2023.pdf

Review deep dive analysis on the premium international traveller

Download (5.37 MB)
PDF

MIDAS - The Customer Journey - Dec 2023.pdf

Review deep dive analysis on the premium international traveller

Download (2.01 MB)

MIDAS - Customer Journey Pivots.xlsx

Explore MIDAS data by downloading the customer journey pivot

Download (19.85 MB)

MIDAS - Destination Audit Pivots.xlsx

Explore MIDAS data by downloading the destination audit pivot

Download (9.12 MB)