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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.
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