Webloyalty research: let’s keep the summer holidays alive

by Jules on July 17, 2013

Do economic pressures influence how we book our summer holidays? Is a family holiday still important to us? Recent research prepared for Webloyalty by Conlumino looks at changing leisure and travel habits in the UK.

Holiday and leisure habits

Around half of us have changed our holiday habits in some way in response to the economic downturn. A staggering 35% have decided against a summer holiday this year because of financial constraints on household budgets. Furthermore, 20% of people are cutting down on the overall number of holidays taken throughout the year. These sorts of figures show that we are spending much more cautiously and looking for ways to save money – particularly when it comes to leisure activities such as holidays.

Reducing costs without cancelling the holiday

However, many of us are finding ways to renegotiate our plans – ways that don’t mean cutting the holiday out altogether. For instance, research from Webloyalty – Holiday and leisure habits: consumer views found that around one fifth of people are staying inside the UK this summer instead of going abroad – a ‘staycation’. This is great news for UK’s tourism industry!

Other ways of reducing costs on holiday, which around 13% of people have done, include cutting back on the holiday extras such as eating out every day or taking further trips and excursions once already abroad. Shortening the duration of holidays or switching to slightly less pricey accommodation and/or travel arrangements are also popular ways for people to enjoy their holidays without burning a hole in the wallet.

Holidays are still important

Holidays are clearly still a very important part of our lives, providing the opportunity to unwind, disconnect and refresh.

• 11% of people feel guilty about taking time off in the current economy
• 9% feel unable to take holidays this year due to pressures at work

Making up for it somehow

Of those of us who are reducing costs on our summer holiday, some are also doing something else to make up for it! For instance, 16% of people will be taking some long weekends away to compensate for the changes they made to their main holiday. Some will be taking a few day trips away – ‘daycations’ – and others will opt for things like doing some more shopping, or eating out more, or undertaking more outdoor activities.

Summer holidays are therefore very important for Britons and should be kept alive and well – the research shows that there are plenty of ways of enjoying holidays this summer while still watching what you spend.

Read the research in full here Webloyalty – Holiday and leisure habits: consumer views

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