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UK Insights

Are you going on holiday?

Jeremy Radcliffe

MD UK, Kantar Media Compete

Consumer Leisure 28.06.2012 / 00:00

lying on a beach

90% of Brits intend to take a holiday in the next 12 months

The average Briton may be counting the pennies or even struggling to reconcile monthly bills, but the nation has lost none of its appetite for leisure travel, according to the latest on-line survey.

Fully 90% of Brits intend to take a holiday in the next 12 months (compared to the 80% that actually took one in the past year) - and this despite the onset of double-dip recession and widely-reported belt-tightening in lots of other areas of expenditure.

Key Numbers

  • 57% venturing overseas
  • 6% considering Scandinavia

2012 looks set to be a boom year for UK holidays: the triple whammy of royal Jubilee, Olympics and Paralympics has doubled the number of people intending to holiday in the UK. All of the Olympic event cities - primarily London but also Manchester, Liverpool and Glasgow - can expect a much greater influx of visitors than in a normal year.

Foreign holidays remain popular despite the perceived higher cost, with 57% of holiday-makers venturing overseas last year and a similar percentage expected to do so this year. Western Europe - always the number one destination for UK travellers - appears to be gaining ground, perhaps buoyed by the easing of the exchange rate versus the euro. 41% of travellers intend to visit Western Europe compared to the 35% that actually did last year.

Intriguingly, Scandinavia and the Nordics are also experiencing an upsurge in interest - only 2% of British travellers visited the area last year, yet 6% say they are considering it as a destination this year.  Tempting perhaps to see this as a side-effect of the recent saturation of Scandinavian crime thrillers and sweater-wearing TV detectives?

All these and other findings about the leisure travel market - plus detailed analysis of the implications for marketers and travel-related businesses - can be found in Kantar Media Compete's online behavioural data and Online Shopper Intelligence Survey of 1,500 UK respondents, May 2012.

Source : Kantar Media

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