In this report we outline the findings from ABTA’s annual research among UK consumers to better understand their holiday booking choices: what they’re booking, how they’re booking it and what they’re thinking about for the year ahead.
The past 12 months have been mixed from a consumer confidence and sales perspective. Running into the traditional peak booking season of January to March 2014, our Members reported a buoyant market with consumer confidence high and strong early season sales. Since that time, we’ve seen consumer confidence soften and a more mixed picture for holiday sales.
Our research shows that there has been a small decline in the number of holiday takers this year, with the figure now standing at 80%, compared to 83% in 2013 and the lowest it has been since 2010.
However, there are some signs from our research that consumer confidence is continuing to slowly return to the market, with more consumers planning to spend more on their holidays next year than those looking to cut back.