Future outlook Consumers reveal 2015 holiday intentions
in social class AB (higher managerial and professional) taking a holiday against 47% among DEs (pensioners, semi-skilled and casual workers). The figure of 68% is the lowest for the
proportion taking any type of holiday in the three years of this research, representing a fall of five percentage points on 2013 – a significant decrease.
When it comes to domestic holidays, which includes those in Ireland: l 58%, or just over 27 million adults, take at least one domestic holiday a year and 34% take more than one. The figures in 2013 were 62% and 36%. l 16% take an occasional domestic holiday (less than one in five years), compared with 15% a year ago. l 25% have not taken a domestic holiday in the past 10 years, against 19% in 2013; 16%, or more than seven million adults, appear never to have had a domestic holiday. So while the overall pattern is similar to 2013, there is some evidence of a downturn in demand for domestic holidays. Significantly, one in four respondents reported not having been on a holiday in the UK or Ireland for 10 years.
The status of holidays The population is almost evenly divided between those who regard a holiday away from home as ‘essential’ (43%) and those who consider it a ‘luxury’ (36%). There is a similar division between those who regard a holiday abroad as ‘essential’ (18%) or a ‘luxury’ (17%). In terms of attitudes towards holidays
in general, the population was divided as follows (with the 2013 figures in brackets): l 18% (25%) regarded having any kind of holiday away from home each year as a luxury, whether within the UK or outside. l 24% (24%) felt having at least one holiday a year away from home was essential. l 11% (11%) believed having at least one
62 | Travel Weekly Insight Annual Report 2014
There is some evidence of a downturn in demand for domestic holidays
holiday a year outside the UK was essential. l 11% (10%) considered having at least one holiday a year outside the UK was a luxury. l 7% (6%) felt having a number of breaks outside the UK each year was essential. l 6% (5%) believed having a number of breaks outside the UK each year was a luxury. l 14% (14%) said they did not go away from home on holidays, including 22% (23%) of those aged 65-plus. This distribution of attitudes was very similar to that a year ago, apart from the decline in the proportion regarding any kind of holiday away from home as a luxury.
Prospects for 2015 Looking ahead to prospects for bookings in 2015, half (49%) of those who have previously taken a holiday appear likely to book an overseas holiday in the coming year, with 31% ‘very likely’. The level of likely demand appears up a little on a year ago (from 47%). But the study suggests a slight fall in likely demand for domestic holidays (from 61% to 57%). As might be expected, the sharpest
variation in likelihood of a holiday was by income. For example, 72% of those in the higher-income AB social groups said they were likely to take a domestic holiday, compared with 36% among the lower- income DEs. The difference was even more marked for holidays abroad, with 64% of ABs likely to have a holiday against 30% of DEs. People’s attitude to holidays appears
a factor, although this may be related to income, since 65% of those who consider a holiday abroad to be ‘essential’ said they planned such a holiday in 2015 compared with 45% who regard overseas holidays as a ‘luxury’. The figures for domestic holidays were 70% (essential) and 55% (luxury). More than four out of five respondents
(84%) who take at least one overseas holiday a year were planning to do so in 2015, up from 81% a year ago.
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