‘Almost half of Brits to miss out on holidays’
Wednesday, 13 Aug, 2009
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Nearly half of UK consumers are to forgo a holiday in the next 12 months, a new study has revealed.
The research into public habits and how they have changed due to the recession by management consultancy Accenture show that 45% of people are not planning to take a holiday within the next year.
While 55% of respondents plan to take a holiday, 21% of travellers will be compromising their plans by staying closer to home, and 19% will be staying at less expensive hotels
The poll found that 38% believe cost is the most important criteria when it comes to choosing a hotel. But value for money (at 26%) and location (at 22%) are creeping up in importance for travelers.
Unsurprisingly, price is by far the most important factor for 67% of respondents in choosing an inexpensive air fare.
Only 16% of British travellers use social networking sites when planning a holiday, according to the survey.
Hotel reviews are used most (72%) and tourist site reviews second most frequently (57%)
Accenture travel practice head Alex Christou said: “It is understandable that the current economic situation has changed the way that people spend on big ticket items, and that includes holidays.
“Low cost options will remain the winners as consumers look for inexpensive flights, hotels and location.
“Operators can look to differentiate themselves by extending their value-based offering to include customer service and sales process in order to reach a wider audience and succeed in a difficult market.”
by Phil Davies
Phil Davies
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