UK: Free Wi-Fi is more important than price for UK millennials choosing holiday destinations

Young holidaymakers value internet access above anything else - including price - when choosing a vacation resort, according to new research from travel insurer Aviva.

Aviva’s Holiday Report, which surveyed over 2,000 British holidaymakers, found that 40% of those aged 16-24 years old consider free Wi-Fi to be amongst the top three ‘deal breakers’ when choosing holiday accommodation – above price (38%), swimming pool (32%) and walking distance to shops and bars (28%).

Nine out of 10 (90%) people in this age group say they post updates to social media while on holiday, compared to nearly two thirds (64%) of holiday makers across all age groups.

In fact, a third of people in this age group who post to social media while on holiday do so before they even get on the plane. One in eight (13%) post an update as soon as they leave the house, while one in five (10%) post an update at the airport.

Adam Beckett, Propositions Director at Aviva, said: “With mobile phone roaming charges now officially abolished, it could be that posting to social media while on vacation becomes even more common - particularly among the younger generation who we’ve found are the most prolific users of social media while on holiday.” 

Holiday reads are also shunned amongst this age group in favour of digital pursuits. When asked to pick the top three things they are most likely to do on holiday, less than a quarter of 16-24s say they would read a book while away – compared to almost a third who post selfies and holiday pictures to social media while on vacation.

Young people are also the least likely to buy travel insurance when they go on holiday. Although of those that do, they are the most likely age group to read their policy.

Media Enquiries:

Aviva Press Office | Katy Hurren | 07800 692548 | | @Katy_Hurren

A copy of the Aviva Holiday Report, published June 2017, can be downloaded from the media centre on by clicking this link: Aviva Holiday Report.

Notes to editors:

1 Aviva Holiday Report, June 2017: Based on a March 2017 survey by Censuswide of 2,000 18+ GB adults who have taken a holiday in the past two years.

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