DREAMS OF HOLIDAY HEAT HELP CONSUMERS DEAL WITH COOLING ECONOMY
Date published: 12 January 2009· ABTA Holiday Value Report predicts holidays will play a vital role in lifting the economy in 2009, with 66 per cent of the UK claiming a huge emotional high from a summer holiday
· Almost 50 per cent believe the break from routine is a vital escape valve to credit crunch pressures
· Brits rate value of summer holidays three times higher than pay rises
The ABTA Holiday Value Report, out today, has found that holidays will play a vital role in lifting the British economy, as well as British spirits, in 2009.
The study shows that in spite of financial worries, summer holidays are three times more prized than pay rises, and that by booking and going on holiday this year we can collectively help lift the economy, as well as the spirits.
“Having something to look forward to like a holiday often helps us focus more on current tasks,” said Psychotherapist and Life Coach Christine Webber, who developed the study.
“Booking a holiday gives us an emotional lift that we’ve called ‘Sunticipation’. It’s a feeling that lasts from the moment a holiday is booked to the first ray of sun on your face. Crucially, ‘Sunticipation’ will help us all put up with the woes of winter and enable us to work harder at our jobs because we have the promise of sunshine and relaxation to come.”
Emotional value
“Holidays are not just about the two weeks away. The feel-good impact is felt from the moment you start to pick a destination and, in these troubled times, the whole process offers welcome relief from the gloom,” continued Christine Webber.
“The nation is suffering from collective stress at the moment – January is a particularly depressing month at the best of times - and holidays are one way of keeping the UK on an even keel. Everyone has to think long and hard about what they spend but holidays are still firmly in the family budget.”
Holiday spending is a priority for Brits
After a surge of early deals in the last couple of weeks from many of its members, ABTA is reporting positive levels of holiday bookings and footfall for the first half of January. Egypt, Turkey and long-haul destinations such as Orlando, as well as cruises, are selling well.
Their research shows that, despite the economic gloom, 68 per cent of the public are prepared to up their budget or spend the same as last year to ensure they have something to look forward to. Only nine per cent of people intend to leave their bookings to the last minute.
“Holidays are important to people in different ways but the research is clear that holidays are a vital part of people's year and still will be this year despite the economic downturn,” said Casia Zajac, Head of Communications for ABTA.
“Planning and anticipating a holiday can sustain people through the winter months and the bleak financial times that are upon us.
“With the holiday being so crucial, it is important that they plan well and use reputable agents so they are not disappointed. The best way to ensure your holiday happens without a glitch and you receive the highest level of service is to book with a travel company that is an ABTA member. For more travel advice, go to www.abta.com”
Other findings in the ABTA Holiday Value Report include:
· Almost 50 per cent of respondents said the break from every day worries and the opportunity to relax was the most important element of a holiday, eclipsing factors such as food, culture, sunbathing and gaining life experiences.
· The summer holiday is the most prized annual purchase with 37 per cent above its nearest contender of a new car at 15 per cent. Only four per cent went for cosmetic surgery or beauty treatments.
· Despite the economic gloom, 68 per cent of the public are prepared to up their holiday budget or spend the same as last year.
· Bargain-hunting holidaymakers are still looking for the best deals. More than 50 per cent are happy to spend up to £500 on flights and accommodation, while eight per cent are prepared to pay above £1200.
· The average spend in 2009 will be £632.04, making an outlay above £2,500 for a family of four with 68 per cent anticipating spending the same or more than they did in 2008
ABTA INFORMATION
For more than 50 years ABTA and its Members have been helping holidaymakers to get the most from their travel.
ABTA Members can offer:
Great Service: ABTA Members follow a Code of Conduct, which means that you'll receive a high standard of service, fair terms of trading and clear and accurate information.
Financial Security: Many of the travel arrangements provided by ABTA Members are protected in case of the financial failure of the travel company. Ask your ABTA Member if protection applies to your travel arrangements. Where travel arrangements aren't already protected, most ABTA Members will be able to offer suitable insurance to cover you.
Complaints resolved: In the unlikely event of things going wrong, our Code of Conduct ensures that ABTA Members respond to any complaint within strict time limits. If you can't resolve a dispute, ABTA offers a low-cost independent arbitration service.
For further information
For further information or to arrange interviews with Frances Tuke, PR Manager, ABTA, or psychotherapist Christine Webber, please contact Lucy Whittle or Hayley Pawley at Paratus Communications on 0207 404 6691 / email: lwhittle@paratuscommunications.com / hpawley@paratuscommunications.com
All statistics taken from a OnePoll survey of 2447 adults commissioned between December 24th 2008 and January 5th 2009.
To see the survey results, click here.
Notes to editors
ABTA – The Travel Association was founded in 1950 and currently has 1,600 members with 6,300 outlets. Members include travel agents, tour operators and support services right across the spectrum from small family-owned businesses to the largest tour operators.
ABTA is the largest travel association in the UK and its members provide 90% of the foreign package holidays in the UK as well as selling millions of independent travel arrangements.
As part of its comprehensive package of services to members, ABTA, as a non-party political organisation, also provides an effective voice to represent the interests of its Members to government and key opinion formers at the highest levels. In the UK, these include, government ministers, constituency MPs, Select Committee members, senior civil servants and members of the political opposition parties in both Westminster and the devolved administrations in Wales, Scotland and Northern Ireland.
In Europe, ABTA is forming close ties with members of the European Parliament, the European Commission and staff within the Director Generals’ Secretariats. ABTA works in partnership with ECTAA (the European grouping of travel agents and tour operators’ associations) to lobby on interests relevant to its Members.
