New research from Tourism Tasmania reveals a notable shift in British traveller behaviour, with digital fatigue and “always-on” culture increasingly influencing how consumers define and value their holidays.
The study, conducted by 3Gem Media Group among 2,000 UK holidaymakers, suggests that traditional holidays are increasingly failing to deliver a true sense of escape, as work, social media and online expectations continue to follow travellers while abroad. As a result, tech-free disconnection is emerging as a key driver of destination and accommodation choice, with implications for travel product development, positioning and pricing.
The study, conducted by 3Gem Media Group among 2,000 UK holidaymakers, suggests that traditional holidays are increasingly failing to deliver a true sense of escape, as work, social media and online expectations continue to follow travellers while abroad. As a result, tech-free disconnection is emerging as a key driver of destination and accommodation choice, with implications for travel product development, positioning and pricing.