Findings from the UK’s fastest growing independent online travel agent can reveal that despite more than 70% of Brits planning a holiday abroad this year, priorities when deciding which resort to choose are changing; Good hotel reviews, star rating and being close to the beach has been replaced with cheap package holidays with free on-site activities.
The current economic climate has led experts to predict that Brits will be holidaying in the UK this summer, but a study commissioned by the UK’s fastest growing independent online travel agent has found that 71% of Brits have either booked a holiday abroad or plan to book a holiday abroad this year.
Even though the turbulent economy has not put Brits off jetting away this summer, the study has revealed that consumers’ priorities are changing when it comes to booking their getaway for 2009.
In 2008, consumers claimed that the most important element when booking a holiday was good reviews from previous visitors, the hotels star rating and being close to the beach, but they now admit that value for money and free on-site activities are the deciding factors for their 2009 holiday.
The study from www.sunshine.co.uk found that in 2008, the Top 5 priorities when searching for a holiday destination were as follows;
1. Good hotel reviews
2. Its star rating
3. Located on/near the beach
4. Value for money
When the 1,445 British respondents were asked how they decided which resort to choose for their holiday this year, or what their priorities will be for their holiday choice, the results were the following;
1. Value for money
2. Free on-site activities
3. Quiet resort
4. Near the beach
Clearly, the findings represent how consumer needs have changed as a cheap holiday, away from the hustle and bustle of everyday life has now become the British priority when holidaying.
Good reviews from previous visitors and the hotels star rating came in at 6th and 7th position respectively.
Chris Brown, Managing Director and co-founder of sunshine.co.uk had the following to say;
“We keep hearing that Brits are choosing to stay put this summer, yet our sales figures are getting better month on month and this study proves that people are still eager to get away but their priority is now value for money and not incurring many extra costs whilst away.
“As a travel agent, we feel it is important to highlight that we offer our customers exactly what they want this year; an affordable holiday that doesn’t mean sacrificing their priorities from previous years. Value for money, good reviews and high standard resorts are all synonymous with our brand.”
The Top 10 holiday destinations so far this year are as follows;
1. Benidorm – Spain
2. Sharm el Sheikh – Egypt
3. Albufeira – Algarve
4. Marmaris – Turkey
5. Palma Nova – Spain
6. Salou – Costa Dorada
7. Lloret de Mar – Spain
8. Olu Deniz – Turkey
9. Playa de las Americas – Tenerife
10. Alcudia – Majorca
For more information or to set up interviews with Chris Brown please call Emma Stockley, 10 Yetis Public Relation Agency, on 01452 348211 or email firstname.lastname@example.org
• Sunshine.co.uk is the UK’s largest independent online travel agent
• The management team behind the company created and managed Holiday Watchdog which was bought by TripAdvisor in February 2008 for an undisclosed amount of money.
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