ABTA reveals ‘excitement of anticipation’ among early bookers
Having more time to look forward to a holiday is one of the most common reasons people book in advance according to ABTA – the Travel Association.
The excitement of anticipation – being able to daydream about the new places to discover, weather, local food and drink and having time to relax – are driving factors behind booking a holiday in advance.
Research for ABTA by YouGov shows that one in four (25%) Brits said they book a holiday early in order to enjoy having more time to look forward to the trip.
Overall, the most common reason (41%) for booking early is because people feel they get a better deal on their holiday.
Other popular reasons for booking early include increased choice (28%) and being able to explore the activities they want to do (28%).
ABTA is encouraging travellers to make the most of the early booking season and has produced tips and advice to help, including knowing how to spot a package holiday, which gives the greatest level of protection, and taking out travel insurance straight away to ensure you are covered from the day you book.
Director of brand and business development Victoria Bacon said: "Many people take great enjoyment out of looking forward to their well-earned break. While the holiday itself is clearly the best part about the whole experience, the excitement of anticipation – from planning what to see and do – can be incredibly exciting.
"During the festive period and with the start of a new year, many people turn their attention to holidays for the year ahead. It’s a great time to book – there is an abundance of deals and offers available, and an endless amount of choice too. So booking early helps you get the best value for money for the holiday of your choice."
ABTA has used its early booking message to reiterate the protection offered by booking a package; to remind people to take out travel insurance early and to be aware of fraudsters claiming to offer great-value holidays that don’t actually exist.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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