UK top destination for internet users – poll

The UK has emerged the most desired destination among internet users planning their main 2007 holiday, according to new research.

And as many as 17 million expect to book all or part of their 2007 holiday on the internet, the poll found

The West Country, Scotland and Wales are the most popular regions UK holidaymakers will be heading for next year.

For those going abroad, Spain has the greatest appeal, followed by the US, France, the Far East and Caribbean.

The appeal of sunshine and beaches was given as the main reason for those opting to holiday overseas.

A greater diversity of reasons were mentioned by those intending to holiday in the UK.

Colin Shaddick, director of market research agency Continental Research which conducted the poll, said: “It is not likely to be a price issue that attracts the online holidaymakers to the UK, as Internet users are more affluent and younger than the population as a whole. 

“They therefore have greater opportunities to travel. What is noticeable is the UK holiday market has improved considerably in recent years, with innovative boutique hotels, well reviewed restaurants and stunning scenery being some of the reasons why people are rediscovering the UK.  What’s more, it’s all on our doorstep.

“Clearly the UK’s hit and miss weather drives many holidaymakers abroad.  However, the UK does rate favourably as a main holiday destination for other reasons.  In particular the opportunity to visit friends and family, stay in a holiday home, enjoy the mountains and countryside as well as having things to do for the children. This mix of reasons will help the UK appeal to a wider market and explain its growing popularity.”  

The poll also found:

• 17 million people expect to book some part of their main 2007 holiday online.
• Tour operators and travel agents could do more to raise their online presence and create greater ‘top of mindness’ amongst online users.

• 1 in 10 online UK holidaymakers will be travelling alone on their main 2007 holiday.

• The short break market is estimated to grow even further in 2007.

• In 2007 city breaks and visiting friends and family are the most looked forward to short break online users plan to take.

• The UK is a strong market for short breaks with just over half of internet users most looking forward to a short break here. London and Scotland are especially popular short break destinations.

• Luxury hotels have created an attractive market in the UK for short breaks.

• Escaping the day to day routine and having a chance to unwind were key drivers for taking a short break.

• Travellers often randomly search on the ‘net for information about their holiday emphasizing the importance of search in any marketing campaign.

• Official tourist board sites are frequently visited demonstrating the importance and value they provide to visitors.

• Hotmail is the most popular email address used for receiving correspondence and booking information about travel.

Report by Phil Davies