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Families opting for more week-long holidays
The proportion of families taking seven-night holidays is forecast to overtake those opting for the traditional fortnight away, according to new research.
Figures released on the eve of the ABTA Travel Convention show that seven-night holidays attracted 39% of families in summer 2007, with 40% taking 14-nights away.
Sarah Smalley, commercial director for research firm Ascent-MI, said: “Proportionally, the only duration in growth is six nights or less, with 14 nights showing a six percentage points decrease for family and three percentage point for non-family.
“Peoples’ holiday habits are certainly changing. For families, the proportion taking seven-night holidays is growing and, in summer 2008, may well overtaken that of 14.”
The figures also show that almost 40% of family holidays are being taken by groups of more than five people.
And one in three non-family holidaymakers are in a group of three or more, while 14% are groups of four travelling together.
Overall, 70% of holiday takers were non-families, with the remainder being family groups, according to the research. The number of one-parent family holidays is described as “extremely low” compared to the population in general, suggesting that travel companies are still failing to attract these.
Meanwhile, the popularity of cruising is confirmed in data from the company which shows a jump to 14th most popular holiday from 23rd in summer 2006.
Greece overtook the Balearic Islands in third spot, while Turkey staged a comeback, from ninth to seventh place with an additional 87,000 passengers year-on-year.
“It is very positive to see that it has achieved this without a big drop in prices, a testament to some of the product quality,” said Smalley.
“As expected, ocean cruising goes from strength to strength, leaping up to the number 14 spot as more and more people are being drawn to this type of holiday.
“Egypt had a stunning performance in summer ’06 but the drop in rankings for summer ’07 (from 19th to 24th) is quite surprising. A brief look at summer ’08 data shows that Egypt is again showing year-on-year growth.
“The growth to Portugal has been driven by the Algarve (up from 22nd to 18th). This has also risen up the ranking with value; is this due to improved product quality?”
by Phil Davies
Phil Davies
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