The Great British Holiday Report sends another message to our Barbados Tourism Authority…
Perhaps the decades of using tiny budgets to generate ‘big picture’ results has made it almost a prerequisite to research as many marketing options as possible, hopefully increasing the probability of success.
Last month, Teletext Holidays commissioned an independent market research company, Opinion Matters, to conduct a survey of 1,775 UK adults,for in their words ‘uncover British Attitudes to booking holidays’. The Great British Holiday Report concluded what many tourism professionals perhaps had already gleaned over the last few years of challenging operation, but it’s worth repeating some of the findings if we are going to fully understand one of our main markets.
You can download your own PDF version of the report here: The Great British Holiday Report
Without wanting to copy, parrot fashion, large parts of the report I think its important to put the findings in context…
‘Getting away from it all for a week or two is the highlight of the year for many Britons, which is why we put so much time and effort into choosing the perfect holiday’.
However, the way holidays are booked and planned has changed in recent years.
‘What’s more, as a result of the economic downturn, Britons have become more accustomed to seeking out the best deals’.
‘Many Britons now book within weeks of their departure date: 23 per cent within two months of travel and more than two thirds (67 per cent) within six months of departure’.
But even those conclusions have to be further broken down. Men are more inclined to book last-minute, while women are almost twice as likely to book more than a year in advance. Continue reading