Travel & Tourism industry insights: Safe from the cost of living crisis?

Each month we use our amazing platform and insight team to take a deep-dive into a different industry to understand current trends and what’s driving consumer behaviour. This month it’s Travel & Tourism. Register to download the full PDF below and keep up to date on our content, including more industry insights, downloadable ebooks and reports, webinars & more…

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Travel & Tourism industry insights infographic preview

What we’re seeing

The cost-of-living crisis is viewed as a threat to the holiday industry, but our survey indicates…

  • 88% of Brits plan on spending the same or more than they did in 2021
  • 47% of Brits will spend more on holidays than they did last year
  • 1 in 6 would rather live without day-to-day luxuries to ensure they get a good holiday each year

“It’s the fact that I’ve been sensible with my money for years that allows me to go on several cruises a year in my retirement. That was always my plan.” – Male, 65+

The appeal of the staycation hit record highs in 2020 and 2021, leading to fear that this demand would recede as destinations abroad re-opened their doors, but…

  • 69% plan to take a holiday in the UK this year
  • 46% think a holiday in the UK can be just as exciting as a holiday abroad
  • 1 in 4 say the pandemic inspired them to travel closer to home

ABTA noted the rise of the “catch-up consumer” – making up for lost time, with 49% of UK holidaymakers saying the limited opportunities they had to travel during the pandemic made holidays even more important. We’ve seen similar…

  • 28% say the pandemic made them realise the importance of having time away from home
  • 1 in 4 Brits have a holiday/travel bucket list
  • 22% love talking to other people about holidays/travels

“My family and I spent New Year’s Eve in the pub discussing our bucket list destinations – I really want to go to Amsterdam for my 65th this year!” – Female, 55-64

What’s next?

Travel is a lifestyle for many Brits, and this doesn’t look set to change, particularly for under 35s for whom…

  • 26% love watching holiday and travel shows
  • 1 in 4 look to social media such as Instagram for holiday and travel inspiration
  • 1 in 10 have even made a trip specifically because it was “Instagrammable”

“I’ve recently discovered The Misadventures of Romesh Ranganathan, and it’s seriously opened my eyes to destinations I’d never have thought of – Zimbabwe looked incredible and so unspoilt!” – Male, 25-34

Authentic experiences over organised tours, pet-friendly venues and accommodation and a nod to sustainability will all continue to be important throughout 2022 and beyond…

23% prefer authentic local experiences to organised tours and activities when travelling

“As much as you try your hardest you’ll still be Googling ‘authentic experiences in X’ just like every other tourist. Getting a truly authentic experience just feels almost impossible.” – Female, 25-34

15% are increasingly interested in eco-friendly and sustainable travel

“Sadly, ‘sustainable travel’ doesn’t come into my thinking at the minute, it’s rather a case of ‘where do I want to go and how cheap can I get it?’. It’d be more likely to come into my thinking for a UK staycation rather than an international holiday since flying in general isn’t necessarily sustainable.” – Male, 25-34

1 in 10 look for holidays and days out where their pet can come too

 “I’d love to take my dog on holiday with us – he’s part of the family after all – but it’s only limited to holidaying in the UK, and that’s limited to camping, some caravans or some lodges. I wouldn’t even begin to look into taking him abroad – he couldn’t hack travelling abroad with the long travel time, and all the different rules and regulations are too daunting to even begin looking into.” – Male, 25-34

Download ‘What’s happening in… Travel and Tourism’!

How can we help?

Join travel and leisure brands such as Carnival UK and National Trust in getting the insight edge with Researchbods.

Our proprietary access panel SurveyBods can help to answer all your holiday and travel-related questions, and our insight community platform ex-plor has a wide-ranging toolkit to capture holiday behaviours and attitudes – from discussion rooms and diary studies to mobile ethnography and map tasks.

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