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2025 Consumer Research: Motivations, Preferences, Perceptions
About this Research
This consumer research has been carried out annually since 2022. Working with Taylor McKenzie Ltd and Scattered Clouds, VisitAberdeenshire captures in-depth views from 1,600 respondents across the UK.
The fieldwork takes place in October each year, and the outputs include a factsheet, comprehensive slide deck and the findings feature within an annual webinar as part of VisitAberdeenshire's industry engagement programme.
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Key Findings
Top 5 holiday type preferences: City break; Beach holiday; Scenic/landscape holiday; All-inclusive resort; Self-catering holiday.
Top 5 activities when on holiday: Enjoying local food and drink; Sightseeing; Exploring cities; Relaxing/people watching; Short walks (up to 2 miles/1 hour).
Top 3 information sources at planning stage: Digital/online tools; Friends and family; Past personal experience.
Top 4 social media platforms used at planning stage: Instagram; YouTube; Facebook/Facebook Messenger; TikTok.
Top 3 smartphone uses once in destination: Checking the weather; Sharing photos of places with friends and family; Maps to find way/spot places to visit.
Top 5 words/phrases that describe "ideal" holiday destination: Relaxing; Value for money; Rich in culture and heritage; Beautiful; Fun.
Top 5 words/phrases that describe Aberdeen city: Traditional; Rich in culture and heritage; Accommodation choices suitable for all budgets; Easy to get to; Suitable for all ages.
Top 5 words/phrases that describe Aberdeenshire: Beautiful; Traditional; Rich in culture and heritage; Accommodation choices suitable for all budgets; Uncrowded.
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