Future outlook Consumers reveal 2015 holiday intentions


Booking patterns Three out of four (75%) of those planning to have a holiday abroad in 2015 said they would book online – primarily via a desktop computer but with a small minority (7%) saying they would use a mobile device. That compared with 71% who said they would book online a year ago. The proportion using a mobile device such as a smartphone or tablet was up from 4% last year. The bias towards online booking was even more marked among those under 35, at 82% against 64% of those aged 55 and above. Just 13% said they would book a holiday


abroad in a travel agency, with a further 9% saying they would book by phone – with an agent, operator, hotel etc. The figure for face-to-face bookings with travel agents in 2013 was 19%. Older travellers were more likely to use offline options than younger. When choosing an overseas holiday, the most important factors were as follows: destination (49%); price (34%); the company of friends or family (21%); accommodation (11%); activities (11%); dates (15%); flights from local airport (11%). The accommodation and flights from a local airport were relatively more important among those aged 55 and over. Price was the dominant factor for those under 35. The type of holidays likely to be booked by those expecting to take an overseas


LIKELIHOOD OF A HOLIDAY IN 2015


(2013 survey figure – looking ahead to 2014 – in brackets) Domestic holiday 35% (38%) 22% (23%) 7% (9%)


Very likely Quite likely


Neither likely nor unlikely Not very likely Not at all likely


16% (13%) 17% (16%)


Holiday abroad 31% (30%) 18% (17%) 8% (10%) 14% (14%) 27% (27%)


Base: Respondents who have taken a holiday in the past. Source: TNS (October 2014)


A net confidence figure of +2 points represents a market upturn in outlook


holiday in the coming year were as follows: 39% package holiday (42% last year); 22% flight-only (20%); 22% travel and accommodation separately with different companies – a ‘dynamic package’ (18%); 7% travel and accommodation separately but with the same company (9%). Package holidays remain the preferred


option for those on lower incomes, with 46% planning to book such a holiday compared with 33% of those in higher- income groups. Older adults, aged 55-plus, are also more likely to favour a package holiday (44%). Those planning to book a package holiday were asked whether they would select an all-inclusive deal – 48% saying they were ‘very likely’ to do so (up from 44% last year) and 17% ‘quite likely’ (against 20% in 2013).


› About the survey: TNS questioned 1,985 respondents representative of the UK adult population as part of its TNS Omnibus. Interviews were conducted face-to-face in respondents’ homes between October 22-26, 2014.


Economic prospects for 2015 Just over half the sample (54%) considered their economic prospects for 2015 about the same as a year ago (similar to last year’s 53%). However, 22% were more confident about their prospects for 2015 (against 20% a year ago) and 21% less confident (down from 25% last year) – producing a net confidence figure of +2 points against -5 last year and -17 in 2012. That represents a significant upturn in outlook. The level of confidence varied by age


group and decreased with age. But there was significant positive movement among those in the middle age range: l Under-35s: +11 against +10 last year. l 35-54s: +3 against -12 a year ago. l 55-plus: -8 against -12 in 2013. Just over a third (36%) of those likely to


take an overseas holiday in 2015 said they expect to spend more on this holiday than their last, up from 31% a year ago, while 14% indicated they would be likely to spend less (down from 18%). About half (47%) suggested they would spend the same.


64 | Travel Weekly Insight Annual Report 2014


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68