Brazil

Key insights from Motivations and Attitudes to Holidays, Reaching Consumers and Perceptions of Britain chapters

Click on the link to go straight to the full Market Profile

Motivation and Attitudes to Holidays

Spending time with family and friends and making the most of leisure time are important life priorities for Brazilians
There is strong agreement with the statement that ‘It is easy to book foreign travel on the Internet
The types of trip taken most frequently are those to city destinations and touring holidays while relatively few take camping or skiing holidays
More than two-thirds of international travellers in Brazil have taken at least one holiday in the past three years ‘Mainly for shopping’

Reaching Consumers

Among frequent travellers social networking sites are commonly used for sharing pictures and videos from travel experiences
Mobile phone ownership is universal
52% of international travellers say they look at holiday websites either ‘Often’ and 38% ‘Occasionally’
Friends and relatives, online adverts and special offers are all influenced holidays or short-breaks taken in the past year
Most trips to Britain are booked on the Internet but for Holiday trips there is an even split between those booking directly with the carrier and those booking through a travel agent
One-fifth of frequent travellers were influenced in their choice of destination for their most recent trip by ‘personal advice from a travel agent’

Perceptions of Britain

Across many different measures Brazilians rate Britain rather less highly than do residents of many other countries
Relative strengths for Britain are contemporary culture and ‘vibrant city life’ while weaknesses include perception of ‘welcome’ and ‘scenic natural beauty’
‘Museums’ and ‘Music’ are the cultural products or services most strongly associated with Britain
32% reckon the best adjective to describe a potential trip to Britain is ‘Fascinating’
Having fun and laughter, enjoying the beauty of the landscape and good value for money are eagerly sought after aspects of a holiday
Italy, France and the USA are the destinations most likely to be considered the ‘best place’ for the types of holiday experiences Brazilians are looking for
53% believe Britain to be among the ‘best places’ for ‘historic sites’
A week long holiday in Britain would be expected to be no more or less expensive than a week in Italy, France or Germany

Download the full Market Profile for comprehensive coverage on these topics.