United Kingdom
United States
Asia Pacific
Research says operators could face difficult summer
British consumers are set to give the package holiday industry its “roughest ride yet” according to research by strategy consulting firm Latitude.
Latitude claims that while operators have been trying to get across the message that consumers must book early this year – arguing that the capacity reductions they have made means there will not be as many last-minute deals available – consumers simply do not believe it. And this may force the industry to discount heavily for summer 2002.
Its research, carried out last month, asked 1000 adults about their plans for booking a package holiday this summer. It found that among people who would normally book a package holiday, 23% would not be doing so this year. It points out that the 23% drop in demand is much larger than the capacity cuts made by the big four tour operators in the UK – which suggests likely overcapacity.
In addition, according to the research, of those people who are planning on booking a package holiday for this summer, 47% are going to wait until within two months of travelling compared to an industry average of 30% in normal years. And 37% of people making bookings will not only be booking late but will also be expecting a discount on the price of their holiday.
Latitude associate Kirsty McDonald told TravelMole: “People don’t believe that there won’t be holidays around. Maybe operators have cried wolf too many times in the past and said there won’t be discounts and now customers don’t believe it.”
She added: “You get a situation where consumer opinion becomes reality as it gives the holiday companies no choice but to make discounts.”
For more information on the Latitude research e-mail [email protected]
See our previous story:
07 Feb: Airtours ‘cautiously optimistic’ for year ahead
Mark Jaronski of Explore Georgia on FIFA World Cup 2026
Connecting Small Businesses to Global Tourism Markets: Nate Huff of Tourism Exchange
North Carolina’s Resilience: Wit Tuttell on Recovery and Tourism
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
BA suspending all Heathrow to Abu Dhabi flights
Turkish Airlines flight in emergency landing after pilot dies
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel
Foreign Office issues travel advisory for winter sun destinations