Travel brands told to offer flexible booking terms to reignite sales
A survey of 1,000 British consumers has shown 68% would happily book their holiday if they could change it at no extra cost and avoid losing money.
The survey, by travel marketing and communications firm Finn Partners, showed 44% of British consumers are still happy to book a holiday if there was a great deal to be had in spite of the negative coronavirus headlines.
Less than one in five (17%) Brits say they wouldn’t book a holiday until they know more about how the situation develops or have any concern about travelling abroad and only 13% say they wouldn’t book a holiday in the next six months.
"Whilst undoubtedly the situation is hitting the industry hard, our research tells us that Brits are unlikely to give up their holidays if the price is right," said Debbie Flynn, managing partner Finn Partners Travel.
"We know from the data that flexible bookings are absolutely critical to retaining consumer confidence. A key area of concern is losing money, whether that’s a ticket for an attraction, a flight or a package.
"If travel brands offer unprecedented flexibility in what is usually a peak booking period, and the government isn’t advising against overseas travel, then we believe they will give themselves a fighting chance at encouraging bookings during these uncertain times."
The data also revealed that the older generation is resolute when it comes to booking holidays, with 70% of those over 60 saying they will continue to book despite the publicity, along with 68% of 45-59 year olds and 61% of 30-44 year olds.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
France prepares for a massive strike across all transports on September 18
Turkish tourism stalls due to soaring prices for accommodation and food
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt