Research shows that almost half of Brits (47%) would travel abroad for a music festival, with booking data showing that the number of Europeans flying out to Croatia around the time of Ultra Festival shot up by a third (33%) in 2016 compared to 2015, with Ypsigrock Festival in Italy experiencing an equal boost in popularity.

According to Lastmintue.com Group, brands should be taking advantage of the “growing opportunity to engage festival tourists with helpful and inspiring content”, as data reveals that "festravel" preparations are beginning earlier each year.

Alessandra Di Lorenzo, chief commercial officer, media and partnerships, at lastminute.com group, said:“As festivals become a staple ingredient for the perfect summer break, festival-goers are looking to brands for inspiration for everything they need to make their trip special and successful – from tents to travel insurance.

“Brands that fail to factor this unique audience into their online campaigns risk missing out on a big category of summer spend.”

Data shows that music lovers travelling to Budapest ahead of Sziget Festival are booking their trips an average of 45 days in advance last year – up from 32 in 2015 – while those heading to Berlin just before Lollapalooza in 2016 booked 47 days ahead of time, up from 33 the year before.