Insight Report gauges 2022 outlook Ian Taylor


Two out of five UK adults are likely to book an overseas holiday in 2022 despite the continuing pandemic, according to exclusive consumer research for Travel Weekly. But 56% remain sufficiently


concerned about Covid-19 to be unlikely to take a holiday abroad while the virus remains a threat. Half (47%) cited “changing


UK travel restrictions” as their greatest concern when considering an overseas holiday and the same proportion cited confidence they would be refunded for a cancellation as the biggest factor when booking a holiday. The survey of almost 1,300 UK consumers by Service Science and


Kantar was conducted at the end of October and the results published in the Travel Weekly Insight Annual Report 2021-22, now available. The research suggests one in five


UK adults (22%) took at least one foreign holiday in the 12 months to October and half (52%) a domestic holiday. It found 38% ‘likely’ to take a holiday abroad in the next 12 months and 21% ‘very likely’. Of these, 42% had more to spend on holidays than pre-pandemic and 43% ‘about the same’. The survey, carried out before


identification of the Omicron Covid-19 variant, found two-thirds of respondents (64%) supported the UK’s travel requirements. The risk of having to quarantine in a destination concerned two out of five


Operators forge ahead with peaks TV ad campaigns


Ben Ireland and Harry Kemble


Major travel brands are forging on with plans for turn-of-year TV advertising campaigns despite Omicron restrictions as they look to instil consumer confidence for spring and summer 2022. Jet2holidays is planning a “major


advertising push for peaks” and “for a scenario that sees strong demand”, said head of trade Alan Cross. The operator is expected to


continue with its longstanding ‘Hold My Hand’ visual theme and


6 16 DECEMBER 2021


soundtrack in its TV advertising, and its ‘Travel Made Simple’ campaign will remain in place. Cross told Travel Weekly there


would be a “strong call to action for customers to book via their local independent travel agent”. Kuoni is planning a “bold,


confident and very visible” campaign across a range of platforms with a new video advert giving a “fresh take” on its existing creative assets. The operator will focus on the


message of “trust and exceptional flexibility”, said communications director Rachel O’Reilly. She


respondents (39%), while having to pay for Covid tests to travel concerned three in 10 respondents (30%). The research found little


change in the likely choice of accommodation, duration of main


holiday or method of booking since the onset of the pandemic, with all-inclusive accommodation favoured by almost half (47%). But the environmental impact


of flying was the most prominent sustainability concern identified by holidaymakers for the first time – cited by one in four (24%). Two-thirds of respondents (67%)


were concerned about climate change, with two in five (39%) suggesting they would change their travel behaviour in some way as a consequence. The Insight survey was conducted


by Service Science/Kantar among 1,279 UK adults between October 28


and November 1. i Download your free copy of the report at travelweeklyinsight.co.uk


Tui’s ‘Live Happy’ campaign


told Travel Weekly that Kuoni’s campaign was “designed to inject confidence into booking a holiday” while customers are “still at the consideration point”. On the Beach is working on a new


TV advert for summer 2022 that is due to launch before Christmas. Chief marketing and customer


officer Zoe Harris suggested a departure from the OTA’s ‘Ready When You Are’ message, saying the campaign “beautifully brings to life how our customers feel when they go on their beach holiday”. Tui is to run adverts from its


‘Live Happy’ campaign, launched in October, throughout the turn-of-year period. The UK’s largest operator has also been using video footage on social media showing the health and safety protocols at airports and on flights to reassure customers. EasyJet holidays is to advertise


“across media” at the turn-of-year and is “looking at other advertising opportunities” in the new year. Norwegian Cruise Line and


Celebrity Cruises confirmed they would have a TV presence, while P&O Cruises is expected to reveal its turn-of-year activity soon.


travelweekly.co.uk


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