U.K. travelers only take a few leisure trips a year, but travel is rarely far from their minds. Mobile devices mean that information is always at their fingertips, and travelers are eating it up. Twenty percent of U.K. destination selectors say they actively research new trips at least once a month; destinations and travel marketers need to consistently entice travelers to remain top of mind.

From perfectly filtered social media posts to heartfelt recollections of friends, visually stunning scenes from movies, and glossy magazine covers, travelers are exposed to an array of inspiration sources that seed ideas of spectacular places they hope to one day see. But with a world of options, travelers must carefully whittle down their options to the one that most speaks to their wishes. Most travelers take just a handful of leisure trips each year. After accounting for the trips to visit family and friends or to attend social obligations – weddings, graduations, reunions – the pool of trips left where travelers actually get to choose their destination independently shrinks. Within various markets across the globe, including the U.S., Brazil, Australia, China, Mexico, Germany and the U.K, less than half of leisure travelers traveled to a destination they could choose at their whim over the past year.

This special collection of individual reports – curated by our team of analysts – represents key Phocuswright research, data and analysis of interest to destination marketing organizations (DMOs) and other destination-oriented travel marketers. For those seeking a better understanding of how to promote destinations and in-destination experiences, we recommend this content as a great place to start.