Rising costs and term-time trips: How UK travel trends are shifting in 2024
The cost-of-living crisis has influenced travel habits, yet for many Brits, travel remains a valued experience, with a significant proportion planning getaways. Findings from a recent YouGov research reveals a nuanced landscape, where flexibility, family priorities, and affordability play key roles in shaping holiday choices.
According to YouGov research, 67% of respondents have taken a holiday in the past six months or plan to do so in the next six (December 2023 - November 2024). This is a slight rise from last year, suggesting that economic pressures, while impactful, have not significantly deterred the nation's wanderlust.
Notably, 51% of respondents say they average one to two holidays annually, a trend consistent with 2023 data, where 49% reported the same. This suggests that although economic pressures are present, they have yet to significantly alter the travel frequency for many.
Holiday preferences reveal a consistent trend in destinations. City breaks lead the pack with 26% of UK travellers reporting to have enjoyed a domestic city break, while 24% ventured abroad for similar experiences over the past 12 months. Beach holidays also hold an enduring appeal, with 37% of respondents opting for sun and sand either domestically or overseas. Package holidays (14%), long-haul trips (12%), and adventure experiences such as safaris and trekking (8%) also feature in the mix, though to a lesser degree. Cruises, while niche, account for 6% of holiday choices.
Families with school-aged children face a different set of considerations. Given the premium prices associated with school holiday periods, increasing numbers of parents express a willingness to take their children on trips during term time, even at the risk of incurring fines. When asked if they would "rather pay a fine and take my children on holiday outside of the school holidays where it is cheaper," 42% of holidaying parents with children aged 5-18 agreed. This inclination spans genders and is especially pronounced among those who reported fewer holidays over the past 12 months, with 52% in this group saying they’d prefer to pay a fine for a term-time break.
Notably, the holiday landscape is experiencing shifts, with 20% of Britons saying they have increased their holiday frequency over the last 12 months compared to the previous year. This trend is particularly evident among younger generations, with 28% of 18-24-year-olds, 21% of 25-34-year-olds, and approximately 19% of those aged 35-54 reporting they took more holidays than before.
Despite these increases, overall figures are balanced by those reducing their travel. For those cutting back, 52% cite the cost of living as a major factor, while 37% report affordability issues, 36% point to changes in personal circumstances, 22% cite saving for other priorities, and 5% say they are saving up for a future, more substantial holiday.
By understanding these evolving travel trends, businesses can tailor their offerings to meet the needs of the modern traveller. From flexible booking options and affordable packages to family-friendly destinations and experiences, the industry can capitalise on the enduring desire for exploration and relaxation.
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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between April 5-8, 2024, with a nationally representative sample of 2,098 adults in Great Britain (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, social grade and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.
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