For anyone like me who has squirrelled away their holiday for a long break in December, the summer holidays can be a challenging period.
You’re bombarded by colleague and client OOOs messages, from the jaunty “I shall be sipping margaritas in the sun” to the outright flippant “I will NOT have access to email. Do not contact me”. As such, you’d be forgiven for having severe FOMO, convinced that everyone is jetting off except you.
But you *might* be wrong.
According to a recent poll we ran in the UK, about a third of Brits (35%) are holidaying less than they did before the pandemic. Surprisingly, less than 1 in 5 (18%) say they’re holidaying more. The biggest shift? Older Brits-nearly 2 in 5 are packing their bags less often than they used to.
When the world opened post-pandemic, many expected a travel boom. But then the cost of living crisis hit, putting those long-awaited travel dreams on hold for many. Earlier this year, Travel Weekly reported record numbers planning overseas holidays, but there was widespread change in behaviour to accommodate stretched budgets, from travelling off-peak (like myself) to taking fewer, longer holidays or reducing their time away entirely.
With fewer Brits packing their bags,how can travel brands stay ahead? Here are three strategies to connect with today’s cost-conscious holidaymakers:
These three ideas – simplicity, value, and FOMO – can co-exist. Whether it’s sharing secret travel hacks, offering budget-friendly breaks, or promoting hidden gems, brands that tap into these themes can help lure cautious Brits back to the airport.
Frances Revel-Cooper
Head of Custom Insight
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