Published on : Tuesday, May 24, 2016
With such a large number of people still poised to book their summer holiday the ‘lates’ market looks to be incredibly competitive, potentially leaving procrastinators disappointed as the most popular resorts may be quickly snapped up, if not already full.
Of the organised 47% of Brits who have already booked, 33% have booked one main holiday and 12% have booked two. A lucky 4% have booked three summer holidays while an even luckier 1% of the population has booked four.
One in three (33%) of respondents have decided that, for whatever reason, they won’t be vacationing summer, with those in Yorkshire less likely than anywhere else in the country to go away this year. A massive 44% of Yorkshire residents won’t be going anywhere – and in the Leeds area the ‘no-go’ figure rises to 50%.
Travel companies should expect a last-minute surge in enquiries from Scotland as the research reveals Scottish people are the most undecided, with 27% of Scots who intend to go on holiday yet to decide where to go.
The over 45s are finding it harder to make up their mind than younger generations: 23% of 45 to 54-year-olds and 25% of over 55s say they want to go away but are still to book.
Of those that have booked already, Spain is still the popular choice, with 17% travelling to the Spanish mainland or islands of the Balearics and or Canaries.
A further 10% have booked to go to France, while Florida, Greece and Portugal have each been booked by 4.5% of Brits going on a 2016 summer holiday. Aside from Florida, other popular long-haul destinations are the Caribbean, Mexico, Canada and California, all attracting about 2% of the population each, reveals the World Travel Market London commissioned research.
The 16 to 24-year-old age group is taking the most multiple summer holidays, with 17% taking two (compared to 12% national average); 7.5% taking three (compared to 4% national average) and 3.5% taking four (1% national average).
But spare a thought for the 35 to 44-year-old age group, which is the most likely to be staying at home this summer – 37.5% of them say they won’t take a summer holiday.
Despite the unpredictability of the British weather, the ‘staycation’ still proves popular, with 45% of those who are taking a summer holiday doing so in England. Add in the statistics for Scotland (7%); Wales (5%) and Northern Ireland (2%) the total number of Brits holidaying in the UK this year is 59%. A further 2.5% will holiday in the Republic of Ireland.
World Travel Market London’s Paul Nelson said: “Earlier in the year, the big travel companies had warned that the all-important family market was leaving it later to book for summer 2016 due to a number of factors, including worries about security and price.
“This research shows indecisiveness across all age groups and the fact that 20% of the population that want to go away yet have not booked throws up both challenges and opportunities for the travel industry.
“As the popular destinations fill up, it will be interesting to see which alternative countries and resorts people will choose. Will 2016 see a resurgence of an old gem that is now back in favour or the emergence of a new, up-and-coming holiday destination?”
The research was carried out by Opinion Matters among 1,400 adults between April 18-21, 2016.
World Travel Market London is the event where the travel and tourism industry conducts its deals. More than 50,000 senior industry executive negotiate deals worth £2.5 billion. With the agreed holiday deals appearing on the travel websites and holiday brochures for holidaymakers to purchase.