The changing attitudes of the British holiday maker: Webloyalty Research

Against the backdrop of a difficult economic climate, implying financial constraints on household budgets, it’s unsurprising that many of us are feeling the pressure to save money – particularly when it comes to our leisure activities. Recent research from Webloyalty finds that almost half of us have made some sort of change this year in order to save on leisure. With the summer finally upon us, this research has provided some interesting insights into how this has affected people’s holiday plans.
Webloyalty research reveals the changing face of UK Summer holidays

Bargain Hunting 

In general, the research shows how keen so many of us are to find a bargain – in travel as well as other areas of leisure. Discount vouchers and codes are for many people a popular way of finding the best deal when going to the cinema, eating out or booking a holiday.

Cashback services and loyalty schemes are also on the rise for those looking to enjoy their leisure activities or holidays without wanting to spend as much.

Attitudes to holidays 

35% of us have decided against taking a main holiday 

When it comes to this year’s summer specifically, a staggering 35% of us have decided against taking a main holiday, for fear of spending too much. Furthermore, 20% of people are cutting down on the overall number of holidays taken throughout the year. But many others are keen to renegotiate their plans somehow, in order to save money, but without entirely sacrificing their holiday, as a holiday is still an important way of treating ourselves and of disconnecting from the stress of everyday life.

Around 11% of us feel guilty about taking time off in the current economy and roughly 9% feel unable to take a holiday because of pressures at work – these figures are relatively small, which means that holidays are still important to the majority of people.

 adjusting plans without giving up the holiday 

So, there are ways of taking holidays while at the same time doing something to ensure reduced spending. For instance, approximately 15% of people who intend to take a main summer holiday this year will be doing so in the UK instead of going abroad, in an attempt to spend less – a ‘staycation’. Others will be opting for an all-inclusive package holiday, or for taking day trips away in order to make up for having compromised on their main summer holiday – a ‘daycation’.

The findings show that all is not lost – it is still possible to enjoy our summer holidays without having to spend as much as we may have done in past years.

Read the Webloyalty research: Holiday and leisure habits: consumer views in full.




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