Holidays and Leisure Habits 2014 - Webloyalty research

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This travel and leisure habits research report from Webloyalty and Conlumino looks at what people are planning to do for their holidays in 2014. Looking at plans and also habits, the research reveals what is important for travellers this year. See this and more reports at http://www.webloyalty.co.uk/research and follow Webloyalty on Twitter http://www.twitter.com/WebloyaltyUK

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Holidays and Leisure Habits 2014 - Webloyalty research

  1. 1. Holiday and leisure habits 2014 consumer plans January 2014 Prepared for Webloyalty by Conlumino
  2. 2. Holiday and leisure habits 2014 consumer plans Foreword About this research This research has been commissioned by Webloyalty to provide insights into holiday and travel plans across the coming year. Webloyalty is a leading reward programme provider working with major online retailers to help them build stronger, more profitable relationships with their customers. Through our membership programmes, such as Complete Savings and Shopper Discounts & Rewards, we help our online retail partners’ customers save hundreds of pounds a year while providing the partner with an additional revenue stream. As well as incentivising customers to make repeat purchases at the partner’s website, they can also earn cashback and get great deals on everything from fashion to electronics to homeware at hundreds of top online stores. Webloyalty was established in the UK in 2007 and has since expanded into France, Germany, Spain, Italy, Ireland, Brazil and the Netherlands. Webloyalty 19 - 21 Great Portland Street London W1W 8QB United Kingdom T. 020 7291 8720 F. 020 7291 8777 E. enquiries@webloyalty.co.uk W. www.webloyalty.co.uk 2 Prepared for Webloyalty by Conlumino January 2014
  3. 3. Holiday and leisure habits 2014 consumer plans Summary Key findings from the research •  Last year the majority of people, some 68.3%, took some form of holiday or break. This year a very similar number, 68.1%, plan to do the same. •  While the numbers are similar, the type of holiday being planned for this year shows some change on 2013. Most notably, the percentage taking holidays in the UK (both day trips and staycation holidays) are down on 2013 and the percentage taking beach trips and city breaks abroad are up. •  If the above is a reflection of a better economic climate, then the spending prospects for 2014 also point to a more optimistic outlook. Indeed, the vast majority of people (84.8%) intend to spend either the same or more on holidays as they did in 2013. Relatively few people (15.1%) say that they will spend less. •  Although the economic outlook might be improving, this does not necessarily translate into good news for the full-fare airlines. Only 13% agree that they will fly more with airlines like BA over the next year and only slightly more (17%) agree that they will spend a little more on air travel to have a nicer experience. The truth is that large numbers (47%) agree that air travel is a means to an end and, as such, the object should be to save as much money as possible. •  Price sensitivity is also reflected in the considerations people have when booking hotels and flights. In both cases, price is the number one consideration for consumers. However, with hotels it is significant that consumers place greater weight on reviews from other customers than the official star rating of the hotel. This is a sign that, to some degree, power has shifted from the industry to the consumer when it comes to judging standards and value for money. 3 Prepared for Webloyalty by Conlumino January 2014
  4. 4. Holiday and leisure habits 2014 consumer plans Holidays Taken and planned •  The majority of people (68.3%) took some form of holiday or break in 2013. The most popular were day trips away in the UK, taken by just under a quarter of people. A slightly lower number took beach holidays. •  This year 68.1% of people are planning to take a holiday. Notably, the percentage taking holidays in the UK (both day trips and staycation holidays) are down on 2013 and the percentage taking beach trips and city breaks abroad are up. Holidays people did undertake in 2013 and are planning to undertake in 2014 All figures are percentages 26.2 24.2 24.5 20.3 19.8 15.9 17.2 16.9 2013 2014 6.7 6.3 4.1 3.8 Beach holiday abroad 4 Day trips in the UK City break abroad Prepared for Webloyalty by Conlumino 2.6 2.7 Staycation in the Other active Coach trip in the Spa break in the UK holiday abroad UK UK January 2014 1.4 1.9 2.1 1.8 1.0 1.5 Skiing holiday abroad Coach trip abroad Spa break abroad
  5. 5. Holiday and leisure habits 2014 consumer plans Holidays Spending on holidays •  The vast majority of people (84.8%) intend to spend either the same or more on holidays as they did in 2013. Relatively few people (15.1%) say that they will spend less. •  On average, people plan to spend £1,927 on all aspects of holidays across the course of 2014. How will holiday spending in 2014 compare to holiday spending in 2013 All figures are percentages Net scores: More: 35.1% Less: 15.1% 49.7 18.4 7.7 9.4 9.0 4.2 Significantly more 5 A lot more Prepared for Webloyalty by Conlumino A bit more About the same January 2014 A bit less A lot less 1.5 Significantly less
  6. 6. Holiday and leisure habits 2014 consumer plans Holidays Spending on holidays by item •  Across all holiday items, the majority of people intend to spend more or the same as they did last year. •  Flights/travel and accommodation are the items on which most people say they intend to spend more in 2014 – 27.3% and 21.6% respectively. Clothing, gifts and souvenirs are the items on which the fewest people - less than 1 in 10 - say they will spend more. Spending plans on various holiday items (2014 compared to 2013) All figures are percentages 14.9 14.5 18.0 20.3 18.6 26.6 23.6 19.0 25.1 Less 57.8 27.3 Flights and travel 6 63.9 21.6 Accommodation Prepared for Webloyalty by Conlumino Same 66.5 67.4 69.3 15.5 12.2 Meals out Car hire January 2014 62.5 68.2 72.9 12.1 10.9 8.2 8.1 8.0 Drinks out Health and spa treatments New clothes Gifts Souvenirs 66.9 More
  7. 7. Holiday and leisure habits 2014 consumer plans Holidays Preferred holidays •  A small majority of people prefer to take several shorter breaks throughout the year compared to one long two week break in the summer. Out of the two options, how would you prefer to take your holidays? All figures are percentages One long two week break in the summer Shorter breaks spread throughout the year 44.2% 55.8% 7 Prepared for Webloyalty by Conlumino January 2014
  8. 8. Holiday and leisure habits 2014 consumer plans Holidays Holiday irritations •  Although the majority of holiday makers (52.1%) had no specific complaints about their last trip, many did. •  Among those who did have issues, the biggest complaint was about queues at the airport, followed by a lack of leg room on flights. Bad weather and hidden charges were also common complaints. Which, if any, of the following did you find irritating on your last holiday? All figures are percentages 15.9 14.1 10.9 9.1 8 Prepared for Webloyalty by Conlumino 7.5 6.9 January 2014 6.6 5.2 5.1 4.6 3.6 3.6 3.6 3.0 2.9 2.6 1.7 1.6
  9. 9. Holiday and leisure habits 2014 consumer plans Flights Views on flying •  Although the economic outlook might be improving, this does not necessarily translate into good news for the full-fare airlines. Only 13% agree that they will fly more with airlines like BA over the next year and only slightly more (17%) agree that they will spend a little more on air travel to have a nicer experience. •  The truth is that large numbers (47%) agree that air travel is a means to an end and, as such, the object should be to save as much money as possible. Agreement and disagreement with various statements All figures are percentages 46.8% 50.3% 37.6% 16.9% 13.4% 6.9 5.6 5.1 5.9 10.7 15.3 18 17.9 15.2 10.0 40.7 38.7 Strongly disagree 41.7 Disagree 49.9 30.5 53.4 32.8 Agree 25.6 16.3 17.5 Flying is a means to an end so I try to save as much money as possible on flights Flying with the budget airlines can be a false economy as there are so many hidden charges 9 Prepared for Webloyalty by Conlumino Neutral Strongly agree 13.7 10.4 3.2 3.0 Ideally I would like to fly with Now that the economy is I will fly more with airlines an airline like BA but looking a little better I am like BA over the next year normally fly with a budget prepared to spend more on air than I did last year airline to save money travel to have a nicer experience 12.0 January 2014
  10. 10. Holiday and leisure habits 2014 consumer plans Flights What’s considered •  When choosing an airline or flight, the most important consideration is price which was selected by many as one of the first things they would look at. This is followed by the location of the airport for both departure and destination. •  The least important consideration is service standards, which came bottom of the consideration rankings. When choosing an airline please rank the following considerations in order of importance. All figures are average rankings where 1 is the most important 6.7 5.1 4.1 3.3 2.4 1.9 1.1 Price 10 Location of airport (destination and departure) Prepared for Webloyalty by Conlumino Baggage allowance January 2014 Amount of leg room Onboard entertainment options available Quality of reviews from other customers Service standards
  11. 11. Holiday and leisure habits 2014 consumer plans Hotels What’s considered •  When choosing a hotel to stay in for holidays, price is the most important consideration and the thing most people would explore first. This is followed by the proximity of the hotel to attractions such as the beach. •  It is notable that reviews from other customers are placed much higher up the batting order than the official star rating, which is bottom of the consideration table. When choosing a hotel please rank the following considerations in order of importance. All figures are average rankings where 1 is the most important 6.8 5.9 5.3 4.3 2.9 1.9 1.2 Price 11 Proximity to attractions such as beach Prepared for Webloyalty by Conlumino Quality of reviews from other customers January 2014 Decor of room Size of room Restaurants within the hotel Star rating
  12. 12. Holiday and leisure habits 2014 consumer plans Holidays Dream holidays •  If money was no object, just over a quarter of people would take a round the world trip. Just under a quarter would take a five star luxury hotel break. A cruise is the chosen dream holiday of just over 1 in 10, while a similar number would opt for a lodge in a remote or rural area. Which of the following is your dream holiday? All figures are percentages 25.9 23.9 12.2 10.8 11.7 10.3 4.1 1.0 A round the world trip A 5 star luxury hotel 12 Prepared for Webloyalty by Conlumino A luxury villa January 2014 A cruise A lodge in a remote or rural area An adventure or activity holiday A luxury ski resort Other
  13. 13. Holiday and leisure habits 2014 consumer plans Methodology Consumer research in this report is based on a survey conducted with a UK nationally representative poll of consumers. Some 2,004 consumers were interviewed during December 2013. Unless otherwise stated, all sources of information are derived from Conlumino’s own research and should be referenced to Conlumino/Webloyalty. 13 Prepared for Webloyalty by Conlumino January 2014
  14. 14. Produced for Webloyalty by Conlumino 020 7291 8748 enquiries@webloyalty.co.uk / hello@conlumino.com

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