BUSINESS NEWS Mintel research suggests caution about overseas bookings predates Omicron. Ian Taylor reports


‘Consumers were already cautious before Omicron’


Consumers were already becoming more cautious about booking holidays before the Omicron variant emerged, according to market research firm Mintel. A Mintel survey in late November found 24% of UK adults were planning to book an overseas or domestic holiday by the end of March, “well below” pre-pandemic levels. Mintel associate director for travel


Marloes de Vries said: “In normal years, consumer intention to book holidays would gain momentum towards the end of the year ahead of the peak booking season. However, a surge in Covid-19 cases on the Continent and drop in consumer confidence caused by the rising cost of living has fuelled more-cautious behaviour.” However, De Vries reported:


“Staycation intentions have recovered to pre-pandemic levels.” The survey found 32% of UK


adults plan to take their main holiday in the UK next year, similar to the share who took their main holiday in the UK in 2019 (31%) and up from the 26% who said they planned to


Families to be key booking group in ‘coming months’


Families “will be an important target group for holiday bookings in the coming months”, says Mintel associate director for travel Marloes de Vries. She reported Mintel consumer research in late November found:


travelweekly.co.uk


“Families are most likely to book their main holiday in the short term, [with] 51% of those planning to book a holiday in the period


take their main holiday in the UK in January 2021. De Vries said: “There is still


significant uncertainty surrounding international travel, [with] 32% of UK adults planning to take their main holiday abroad in 2022, below pre- pandemic levels when 45% of Brits spent their main holiday overseas [in 2019], but similar to the share (31%) who planned their main holiday overseas in January 2021.” She noted “nearly one in 10


Brits have not yet decided on their holiday destination” but said: “It’s unlikely the volume of overseas holidays will reach pre-pandemic


The Caribbean; inset: Marloes de Vries


levels during 2022’s peak season. “Regulations will continue to have


a big say on the speed of recovery. Half of those planning to holiday overseas in 2021 in January [this year] had changed their mind by June.” But De Vries added: “Once


confidence in international travel recovers, some brands could report a quicker recovery due to the gap in the market as a result of the Thomas Cook collapse [in 2019].” Mintel surveyed 1,000 UK adults online between


November 25 and December 1. i Mintel’s Family Holidays UK 2021 report, priced £1,995, is available at: bit.ly/MintelFamilyHolidaysUK2021


January to March 2022 being parents of under-18s.” De Vries added: “The UK


domestic holiday market will continue to benefit from the Covid staycation trend. Just over a fifth (22%) of family holidaymakers have discovered a new place in the UK for a family holiday as a result of Covid-19 [and] 60% of this group expect to take their next main family holiday in the UK. “Ongoing uncertainty around international travel will likely see


Early sales for overseas ‘will be half usual level’


Mintel research suggests UK consumers will continue to adopt a wait-and-see approach to booking 2022 holidays. A Mintel survey of 1,000 UK


adults in late November found 11% of those planning to stay in the UK for their main holiday planned to book before the end of this year and 17% between January and the end of March. A similar proportion of those


planning to travel overseas for their main break (27%) planned to book by the end of March, but this was “roughly half the level we would expect in a ‘normal’ year”, according to Mintel associate director for travel Marloes de Vries. She said: “A large


proportion – 34% of domestic holidaymakers and 23% of overseas holidaymakers – did not know when they would book.” De Vries also noted: “The


rising cost of living will result in higher demand for low-cost options such as camping or all-inclusive holidays. “On the flip side, there are still a lot of lockdown savings.”


demand for staycations exceed pre-Covid-19 levels during 2022’s peak holiday season.” But she noted: “There is also


pent-up demand for family holidays overseas, particularly among those who have been forced to cancel trips abroad. “Mintel’s research on important


holiday factors shows these ‘stuckcationers’ are especially likely to prioritise rest and relaxation, sightseeing and learning about different cultures.”


16 DECEMBER 2021 47


PICTURE: Shutterstock/icemanphotos


PICTURE: Shutterstock/TravnikovStudio


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