Most people want the cheapest deal, but not at the expense of peace of mind. Skyscanner, Booking.com and Loveholidays are popular for finding deals, but when it comes to actually booking flights, travellers prefer going direct for the trust and protection that airlines give them.

For many, the holiday starts from the moment you get through airport security. Whether that’s grabbing a pint at Wetherspoons, stocking up on miniatures at Boots, or relaxing in the airport lounge – people have their traditions that count as part of the holiday experience.

While these may seem like small quirks – or familiar traditions – in just 60 seconds, we’ve learned that:

• Value beats price. Travellers balance affordability with trust, and airlines have the chance to strengthen that relationship.
• Brand touchpoints matter. Boots, Wetherspoons, Skyscanner, Amex – all these names play important roles in the travel experience.
• Rituals create comfort. Small traditions make the journey feel smoother and the holiday experience more enjoyable.
• Holidays mean different things to different people. For some it’s about saving, and for others it’s about indulging.

By capturing real voices on the street, we’re able to gather insights on how people think, feel, and behave. Small details point towards wider themes of trust, value, experience, and emotion – all of which matter when learning about consumer habits.

That’s the power of Vox Pops: they’re quick to gather, easy to digest, and rich in authenticity.

At Vox Pops International, we make it simple for organisations to get valuable insight. Through our monthly Vox Pops Pool, you can add bespoke questions and receive quick-turnaround edits to use in research, internal comms, sales and social media.

If you’d like to add your own questions to the Pool, or if you’d like to know more, we’d love to hear from you.