UK consumer research service science/Kantar survey FIGURE 18: HOLIDAYMAKER RESPONSES TO HIGHER COSTS +7 %
10 20 30 40 50 60 70 80
0 Holiday outside peak period Book cheaper flights/travel % adults by age, children
% point change YoY -2
+5 80 % 60 40 20 0 16-24 25-34 35-44 45-54 55+ Children 60% +46 64% +50 63% 54% +45 +35 65% +56 +48 40 20 0 64% 60 +19 +5 Take fewer holidays/breaks Book cheaper accommodation
FIGURE 19: HOLIDAYMAKERS WHO AIM TO TRAVEL OUTSIDE PEAK Plan fewer holidays
+13 +7 80
Net % point agree
80 68% 60 58% % 40 +29 20 0 16-24 25-34 35-44 45-54 FIGURE 20: HOLIDAYMAKERS CHANGING TRAVEL BEHAVIOUR
Will seek cheaper flights/travel
% point change YoY -2
+5 %
10 20 30 40 50 60 70 80
0 73% +62 69% +56 70% +59 57% +45 42% +23 16-24 25-34 35-44 45-54 55+ Children +17 +5 +6 +10 70% +58
10 20 30 40 50 60 70 80
0
Net % point agree
%
10 20 30 40 50 60 70 80
0 +3 70% +62
Will seek cheaper accommodation
+2 66% +54 +48 47% +29 30% +4 16-24 25-34 35-44 45-54 55+ Children +14 62% +7 0 +6 65% +52
10 20 30 40 50 60 70 80
0
Net % point agree
%
10 20 30 40 50 60 70 80
0 +10 +8 62% 54% +45 +39 +38 35% +10 +1 16-24 25-34 35-44
% UK adults intending to take a holiday abroad Booking with
trusted company Atol protection Guaranteed cancellation refund Security of package holiday
Booking with Abta member
35% 34% 30%
25% 29%
0 10 20 % 30 40 50
% point change YoY
46% 0
-3 -5 -1 0
+1 40 % 20
FIGURE 21: KEY FACTORS WHEN BOOKING OVERSEAS HOLIDAY, 2024 Concerns by age, child status
60 45-54 55+ Children 31% 55% +45
Plan fewer nights away
+15 +3 0 +17 62%
10 20 30 40 50 60 70 80
0 +21 55+ Children +44 61% +56 +46 45% 42% +32 64% 60 40 20 0 +14 -3 +20 0 0 +14 80
Net % point agree
62% 57% +49 +33 52% +35 49% 44% +31 +19 +22 +5 +27 +5
% UK adults +4
% point change YoY +5 +6
% ‘very likely’ to take overseas holiday in 2024 % ‘quite likely’ to take overseas holiday -4
+5 77% +66 68% +54 50% 52% 44% 71% +58 68% +54 57% +44 +38 +31 57% 50% +7 +7 +10 +14 +4 0 -3 +4
10 20 30 40 50 60 70 80
-10 0
Reduce nights away
Net % point agree
Net % point agree
0
16-24
25-34
35-44
45-54 Flexible booking Abta Security of package Refund Atol Trusted company Source all charts: Service Science/Kantar survey of 1,279 UK adults (aged 16+), November 30-December 4, 2023 Travel Weekly Insight Report 2024 15
55+
Child
23%
18% 22% 22%
15% 33% 21%
26% 27% 29%
21% 39% 32% 28% 37% 33% 29% 42% 25%
23% 23%
31% 36% 51% 26% 41% 35% 46%
57% 58%
26% 27%
33% 29% 25% 41%
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