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Vypr：2026英国旅游业消费者洞察报告（中译版）（20页）.pdf

上传人： 小*** 编号：1272870 2026-06-30 20页 7.57MB

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1、Consumer HorizonMay 20261Travel and TourismMay 2026The latest editionConsumer Horizon Consumer HorizonMay 20262Vypr is a leading product intelligence platform designed to empower brands with the insights needed to make informed product decisions at the right moments.Our platform leverages a propriet

2、ary community of over 80,000 UK consumers,providing our customers with direct access to real-time feedback.This unique capability allows brands to refine their strategies and develop products that truly resonate with their target audiences.We go beyond traditional market research by focusing on the

3、immediate,intuitive reactions of consumers.Instead of lengthy questionnaires,we engage our community with short,targeted questions that capture fast,instinctive responses.This approach is rooted in the principles of System 1 thinking,a concept popularised by Daniel Kahneman in his seminal work,Think

4、ing,Fast and Slow.System 1 represents the brains quick,automatic decision-making process,which is responsible for approximately 95%of purchasing decisions.By tapping into this cognitive function,Vypr enables brands to understand consumer behaviours and attitudes with accuracy and speed.About Vypr1 K

5、ahneman,D.(2011),Thinking,Fast and Slow,Farrar,Straus and Giroux,New York.Consumer HorizonMay 20263MethodologyThe findings in this report are based upon first-party research conducted throughout January 2026.The primary research apparatus used to collate consumer feedback was a bespoke survey applic

6、ation,available on smartphone.The application is device agnostic and allowed a nationally representative community of real UK consumers to provide answers to a broad range of questions.To deliver comprehensive insights,Vypr adopts a mixed-method approach,by integrating both qualitative and quantitat

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1. **市场分化**：68%英国成人计划度假，但18-24岁青年（32%）及亚裔/黑人群体（58%）因预算受限参与度低，市场呈现年龄、收入、 ethnicity分层。 2. **住宿碎片化**：酒店占43%，其余由Airbnb（12%）、公寓（10%）、亲友住宿（8%）等瓜分，青年因高成本依赖亲友住宿（18% vs 老年5%）。 3. **独身旅行缺口**：49%对独身旅行感兴趣，仅14%实际出行，主因信心（21%）、成本（20%）及女性安全顾虑（男性2.6倍）。 4. **代际偏好**：55+倾向文化探索（76%本地探索），35+倾向放松社交（47%泳池、56%海滩）；女性活动参与度更高。 5. **发现渠道变革**：社交媒体成45岁以下主要目的地发现渠道（50%），旅行代理仍占35%使用率，尤其在黑人群体（52%）。 6. **环保态度**：48%认为环境影响重要，但仅11%优先考虑；青年更少完全否定（2% vs 老年15%）。
**谁在缺席假期？** **为何独自旅行难？** **年轻人如何旅行？**
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