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Families ‘most keen’ to go on overseas holidays
Families are the market most keen to go on overseas holidays, but more than half of travellers plan to book at the last minute, according to new research.
Global Media said data from its ‘Voice of the Nation’ survey and other resources had revealed that 58% of respondents are the same or better off than this time last year and a third aren’t planning to change the amount they spend on travel.
A company’s cancellation policy is the single most important aspect when booking, they said, but they are also concerned about what post-Covid holidays will be like.
Worryingly some respondents to the survey were questioning if it is responsible to be travelling at all.
Just over half of those quizzed said they will book a UK holiday this year, with 81% saying they have more of desire now to explore their local area.
Sustainability seems to be a growing concern with 55% saying they will factor this in when choosing their next holiday.
The findings were presented at a roundtable discussion hosted by TravelMole with Go To Places and Global Media for senior representatives from more than 20 destination management organisations from the UK.
While some UK destinations saw record footfall last year, their revenues were significantly down. It was agreed that the challenge for the future is to generate revenue from outside spaces, particularly for those destinations that normally receive the majority of their income from international visitors.
They also discussed the use of appropriate and sensitive imagery in promotions and it was agreed that photos of large groups will be off-putting in the current climate.
For very remote rural and coastal areas the challenge will be accessibility as many visitors might be reluctant to use public transport or take flights. Also, encouraging private car use doesn’t sit well with the sustainability agenda, they said.
‘Workations’ was also a discussion topic and could be seen as a large growth market for both domestic and international visitors if a lot more organisations allow employees to complete their work whenever and wherever they want.
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Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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