The average annual holiday budget for Brits has dropped by 7 per cent, from £5,381 in 2013 to £5,016 in 2014, a TripAdvisor study reveals. In contrast, global average holiday spending is set to grow by 3 per cent to £3,686.
Brits are also more likely than the average traveller to pick a holiday because it is a good bargain, with 94 per cent stating their choice is determined by a good deal or special offer, compared to 91 per cent globally.
Marc Charron, president of TripAdvisor for Business, said: “They are looking for bargains, expecting their accommodation of choice to deliver on value. Special offers, complimentary amenities and exceptional service are all going to be important factors in swaying potential guests.”
Unsurprisingly, only 8 per cent of Brits still book their holidays through a travel agent, while 75 per cent book them online, with price cited as the main reason for this trend. Online reviews remain ever-so-important, taking the second spot in Brits’ holiday decision factors.
The TripBarometer study points to different characteristics for three profiles of UK travelers. Millennials (18 to 34 years old without children) are more likely to save up for travel, research the best price and opt for cheaper transport and accommodation. Families (25 to 54 years old with children under 18) tend to prefer beach holidays and keep an eye out for good deals and special offers. Retirees (55 and over) are the least cost-sensitive traveller segment, generally book three to six months in advance and are the most influenced by online ratings and reviews when choosing hotels and restaurants.
Brits remain the fourth biggest holiday spenders behind Australia, New Zealand and Switzerland.
Global booking habits: slow uptake for mobile
Although 91 per cent of travellers globally use their smartphone on holiday, a quarter of which searching for hotels, only 4 per cent used this method to book their last trip. Asia is leading the way with 10 per cent of mobile bookings in China, 9 per cent in Thailand and 7 per cent in Malaysia.
“While the importance of mobile is accepted by the travel industry, and as evidenced by travellers using their smartphones in increasing numbers while in destination, there is still a tremendous opportunity when it comes to booking,” added Charron. “Hotels are gearing up to welcome bookings via mobile and travellers are already researching hotels on their phones – the next step is facilitating the booking process on mobile devices to reach more people on the go.”
Three in four hoteliers in the world already have a mobile booking offering in place, and 50 per cent of those who don’t plan to introduce it in 2014.
The study was conducted on behalf of TripAdvisor by Ipsos, and collected answers from 61,000 travellers and hoteliers around the world, with over 5,000 respondents from the UK.